In an effort to draw dollars to the primarily winter retreat, it's offering wine festivals, markdowns and pet-friendly events. Rates are low as part of the tourism industry's strategy for attracting short-term tourists.
My room, which is actually part of a condo complex, is selling about 30 percent off its usual rate to fill its rooms.
After talking to a few locals and employees, summer is usually considered "dead," by most of the hospitality workers, but is a haven for college and high school students looking for summer work and cheap condo sublets.
The scores of guests I see seem intent on spending money (think $35 for a pizza and $5 for a smoothie) as well as hiking and biking along mountain trails. Perhaps it has lured Californians eager for a cool August day rather than Central Valley heat.
Deep discounting seems to have worked to lure short-term and local tourists, and may continue to do so through the fall. However, once ski season reigns in the region, we'll see if the once-luxury resorts will still embrace discounts. (Don't count them out yet, the $300 million, 170-room Ritz-Carlton Highlands is scheduled to open Dec. 9.)