Dave Dekema arrived in Pocahontas County late last summer in time to get his bearings before the busy winter season at his new job at Snowshoe Mountain Resort.
"I was here for a fairly quiet September and October, ramping up to the season. At Christmas it really began and it was game on," said Dekema, who previously worked in New Mexico.
And while his job at marketing director is most hectic during the snowy season, Dekema quickly came to appreciate - and promote - the off-season, especially fall.
"Being at the top of the mountain at one of the state's highest points, you have 360-degree views. And just when you think it looks like a beautiful painting, the next day the colors tweak slightly more," he said.
Last fall, Dekema recalls he took photos for 10 days in a row, sending them off to friends and family to the point that they were like "OK, we get it; it's beautiful there."
So Dekema would encourage visitors now and he makes a pretty good case for a drive to Pocahontas County.
"No matter what direction you're coming from - a mountain drive or a valley drive - you're going to have a beautiful drive all the way," he said. "Our resort chief's family and home are in Virginia and he loves making that drive. Fall starts earlier at different points along the way."
Peak season means peak prices and the converse is true.
"The best rates of the year are in this time frame," Dekema said.
Of course, his team knows that people often want more than weather and a bargain room to bring them to a resort, so Snowshoe has come up with fall events like the FreeFall Festival Sept. 27-29.
"We started this because we get a lot of people excited to come up here, but they want an event," he said. "We started having conversations about celebrating the summer that just finished and looking forward to mountain biking season and then how we anticipate and build up to a big winter season.