William “Fred” Pfohl, the beloved longtime storekeeper who founded Fred's General Mercantile and served as Beech Mountain's first elected mayor, died Saturday, Oct. 3, 2026, at his home on Beech Mountain. He was 81. Known to nearly everyone on the mountain simply as “Fred,” his family described him as a storekeeper, mayor, trail builder, weather observer, and neighbor whose life was woven into the story of the town he helped create, according to his obituary from Hampton Funeral and Cremation Service.
Pfohl’s deep connection to Beech Mountain began in 1970 when he arrived in the area. He worked for the original developer, Carolina Caribbean Corporation, and later served as director of ski operations at Beech Mountain Resort. His experience also included time at the Land of Oz theme park and as the recreation director for the Property Owners Association. It was on the mountain that he met Marjorie “Margie,” whom he married in 1977.
Together, Fred and Margie Pfohl opened Fred’s General Mercantile on Feb. 9, 1979. The inspiration for the store, according to the obituary, originated from an overpriced can of tuna and a conviction that the mountain needed an architecturally authentic general store, complete with a central wood stove. The establishment quickly became known for its enduring motto, “If we don’t have it, you don’t need it,” which achieved local legend status. For more than four decades, Fred’s General Mercantile has served as a vital hub, functioning as a grocery, deli, ski shop, and gathering place. Pfohl kept the store’s doors open through challenging periods, including heavy winter snows and the isolation that followed Hurricane Helene in 2024.
Pfohl's civic contributions were instrumental in shaping Beech Mountain. When the town was incorporated in 1981, he served on its first governing council and became its first elected mayor. His commitment extended to public safety and economic development, as 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. Beyond these roles, he also dedicated his time to the High Country United Way and the Blue Ridge Rural Land Trust. He was instrumental in launching popular community traditions, such as the Roasting of the Hog and summer concerts. For more than 30 years, Pfohl also served as the mountain’s official weather observer.
His extensive service to the community earned him and his wife significant recognition. In 2019, Fred and Margie Pfohl received the Order of the Long Leaf Pine, which is North Carolina’s highest civilian honor. The town later named its Buckeye Recreation Center in their honor, further cementing their legacy.
Born on Sept. 4, 1945, in Washington, D.C., Fred Pfohl grew up in Greensboro before moving to the High Country to attend Appalachian State University. He proudly served in the Naval Reserve and completed 15 months in Vietnam with the Navy Civic Action Division. After returning to Boone, he completed his education and earned a business degree. He found great comfort and purpose in his Christian faith, cherishing his time at St. Bernadette’s and Banner Elk Christian Fellowship, and participating in his Saturday Breakfast Bible Study.
Pfohl was preceded in death by his beloved wife, Margie, who passed away in 2020, as well as by his parents. He is survived by his five stepchildren: Carol Sposato, Jeannie Grimm, Stephen (Laura) Sposato, Mary Sue (Don) Driscoll, and Jimmy (Stephanie) Sposato. He also leaves behind ten grandchildren. His family noted that grandchildren hold fond memories of summer Cousin Camp, where Fred planned a full calendar of activities.
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. The family extended special gratitude to Carol Thomason for her companionship and care during his final weeks, as well as to dear friends and Amorem Hospice Services.