One line from Hawke's Bay Tourism general manager Annie Dundas caught my eye as she mused over the approaching Winter Food and Wine Classic set to simmer and sip across the region next month.
"It is winter - you have got to have things to do in winter," she said.
Absolutely, because the alternative (having nothing to do) would be rather a disaster for those who work in the overall hospitality and tourism sector.
Were we, the Kiwi populace, to do the bear thing and hibernate for the next three months the economy would turn very, very cold.
New Zealand is not blessed with the latitudes of Australia's Gold Coast and gets a traditional winter, the real McCoy.
The south gets the snow which delights the children as they not only get to make snowmen (or is that snowpersons these days?) they get to stay at home when the white drifts and treacherous ice force the streets to the schools to be closed.
Through these parts we get the tail ends of those snow storms - the occasional dark southerlies which are dubbed "black frosts" where temperatures reach eight or nine - and decide that's it for the day.
But to a degree (excuse the pun) Hawke's Bay is let off the climatic hook in terms of extremes.
We wash and wipe the frost off the windscreens and listen to our crunching steps across the white lawns, but we know that in the afternoon the blue, clear skies will allow us a bright and clear view of the low sun ... which does have to ability to deliver heat to sheltered spots.
Pick the right spot and a mid-July afternoon can be more than tolerable, it can be very pleasant.
The freshness of the air and the bright skies.
Not bad.
So we are more fortunate than most when it comes to finding venues for events in the off season, and the tourism people are seizing that well.
The Food and Wine Classic is a great example of using our reputation for fine foods and exquisite wines to stage events to grab the attention of visitors, and locals too of course.
And the Art Deco Trust will dust off the fine furs and woollen vests and warming hose when they stage the Deco DIY mid-year event which has become an annual good reason for visitors to come our way.
We get a more than average share of clear skies and bright sun and that's our winter hook.
Come to Hawke's Bay ... don't hibernate, generate.