Last Updated on October 6, 2026 1:59 pm
William “Fred” Pfohl, the longtime Beech Mountain storekeeper who became the town's first elected mayor and spent more than four decades running Fred's General Mercantile, has died at age 81.
Pfohl died Saturday, Oct. 3, peacefully at his home on Beech Mountain, according to his obituary from Hampton Funeral and Cremation Service.
Known to nearly everyone on the mountain simply as “Fred,” he was described by his family as a storekeeper, mayor, trail builder, weather observer and neighbor whose life was woven into the story of the town he helped create.
A mountain career
Pfohl was born Sept. 4, 1945, in Washington, D.C., and grew up in Greensboro before moving to the High Country to attend Appalachian State University. He served in the Naval Reserve and spent 15 months in Vietnam with the Navy Civic Action Division. After returning to Boone, he finished his education and earned a business degree.
He came to Beech Mountain in 1970. He worked for the original developer, Carolina Caribbean Corporation, later served as director of ski operations at Beech Mountain Resort, spent summers at the Land of Oz theme park, and then became recreation director for the Property Owners Association.
Fred's General Mercantile
Pfohl and his wife, Marjorie “Margie,” opened Fred's General Mercantile on Feb. 9, 1979. According to the obituary, the idea began with an overpriced can of tuna and the conviction that the mountain deserved an architecturally authentic general store, complete with a wood stove at the center. Its motto, “If we don't have it, you don't need it,” became a local legend.
For more than four decades the store has served as a grocery, deli, ski shop and gathering place. His family said Pfohl kept the doors open through heavy winter snows and through the isolation that followed Hurricane Helene in 2024.
Town leader
When Beech Mountain was incorporated in 1981, Pfohl served on the first governing council and became the town's first elected mayor. He was a founding member of the Beech Mountain Volunteer Fire Department, a founder and past president of the Chamber of Commerce, and chaired the Tourism Development Authority. He also served on the High Country United Way and the Blue Ridge Rural Land Trust, and helped launch community traditions such as the Roasting of the Hog and summer concerts.
For more than 30 years he was the mountain's official weather observer. In 2019, Pfohl and his wife received the Order of the Long Leaf Pine, North Carolina's highest civilian honor, and the town later named its Buckeye Recreation Center in their honor.
Family and faith
Pfohl's wife, Margie, died in 2020. He was also preceded in death by his parents. He is survived by five stepchildren, Carol Sposato, Jeannie Grimm, Stephen (Laura) Sposato, Mary Sue (Don) Driscoll and Jimmy (Stephanie) Sposato, and ten grandchildren.
A celebration of life will be held at a date and time to be determined. In lieu of flowers, the family invites memorial gifts to the Blue Ridge Conservancy in his honor: blueridgeconservancy.org/memorials-and-tributes.
Obituary courtesy of Hampton Funeral and Cremation Service
William “Fred” Pfohl, 81, of Beech Mountain, North Carolina, passed away on October 3, 2026, peacefully in his home. Known to nearly everyone on the mountain simply as “Fred,” he was a storekeeper, mayor, trail builder, weather observer, and neighbor whose life was woven into the story of the town he helped create.
Fred was born on September 4, 1945, in Washington, D.C., to William and Frances Pfohl. He grew up in Greensboro and later moved to the High Country to attend Appalachian State University. He proudly served in the Naval Reserve and spent fifteen months in Vietnam with the Navy Civic Action Division. After returning to Boone, he finished his education and earned a business degree.
Fred came to Beech Mountain in 1970 and never really left. He worked for the original developer, Carolina Caribbean Corporation, later served as director of ski operations at Beech Mountain Resort and spent summers at the Land of Oz theme park, and then as the recreation director for the Property Owners Association.
It was on the mountain that Fred met Marjorie “Margie,” and they married in 1977. On February 9, 1979, Fred and Margie opened Fred's General Mercantile. The idea famously began with an overpriced can of tuna and the conviction that the mountain deserved an architecturally authentic general store, including a wood stove at the center. Its motto, “If we don't have it, you don't need it,” became a local legend. For more than four decades the store has been a grocery, deli, ski shop, and gathering place, and Fred seemed to know every customer who walked through the door. Through the heavy snows of winter and the isolation after Hurricane Helene in 2024, Fred kept the doors open for his community. And for many years, they lived above the store with several of Margie’s children. Their home was busy, loud, always on call to the needs of the store, and full of love.
When Beech Mountain was incorporated in 1981, Fred served on the first governing council and became the town's first elected mayor. He was a founding member of the Beech Mountain Volunteer Fire Department, a founder and past president of the Chamber of Commerce and chaired the Tourism Development Authority. He served on the High-Country United Way and the Blue Ridge Rural Land Trust and helped launch community traditions such as the Roasting of the Hog and summer concerts. For more than thirty years he was the mountain's official weather observer. In 2019, Fred and Margie received the Order of the Long Leaf Pine, North Carolina's highest civilian honor. The town later named its Buckeye Recreation Center in their honor.
Fred found great comfort and purpose in his Christian faith. He cherished his time at St. Bernadette’s and Banner Elk Christian Fellowship where he deepened his relationship with God and developed many strong friendships. He found true fellowship with his Saturday Breakfast Bible Study brothers (The B Boyz).
He was preceded in death by his beloved wife, Margie, who died in 2020, as well as by his parents. He is survived by his stepchildren: Carol Sposato, Jeannie Grimm, Stephen (Laura) Sposato, Mary Sue (Don) Driscoll, and Jimmy (Stephanie) Sposato; and ten grandchildren: Matthew Sposato, Henry and Olivia Grimm, Zachary, Sam, and Luke Sposato, Sean, William, and Katie Driscoll, and Madison Sposato. The grandchildren hold fond memories of their summer Cousin Camp, where the family would gather at Fred and Margie’s home and Fred would have planned a full calendar of activities for them to enjoy.
The store is so much more than just Fred and Margie—it lives on through the many people who have worked there over the years and those who still do. Some sought refuge from a hard place, several met their spouses, and others raised families within its walls. Our family knows their names—far too many to list here—and we love you all! We are also deeply thankful for everyone who has reached out, posted, and shared memories, condolences, and prayers. The family extends special gratitude to Carol Thomason for her steadfast companionship and the devoted, compassionate care she gave Fred during his final weeks. We are equally grateful to the dear friends who walked alongside us with unwavering support, and to Amorem Hospice Services for their gentle guidance in allowing Fred to remain peacefully at home.
A celebration of life will be held on a date and time to be determined. In lieu of flowers, the family invites memorial gifts to be made to the Blue Ridge Conservancy in honor of Fred – https://blueridgeconservancy.org/memorials-and-tributes
Online condolences nay be sent to the Pfohl family at www.hamptonfuneralnc.com
Hampton Funeral and Cremation Service is in charge of the arrangements.
