You can search for bikes by zip code on CycleTrader. While the closer dealers might be asking MSRP, there might be another dealer farther away offering a better deal, like
this, so it would be worth the effort to drive a little farther. Keep in mind the dealers will try to add fees too, so even if you get them down to $4500, that may not be the final price. I presume you'll have to pay sales tax or something similar in VA.
A dealer is often more willing to give discount on a bike that's a year or two old than a brand new 2015 or 2016 model. Often times, the old models are the same as the new ones. That less likely on the R3 being it's new, but you might find an unsold Ninja from 2013 or 2014. That's how I got 30% off and no fees on my TU250x that was two years old when I bought it, but still new, though the TUX doesn't sell like the small sport bikes. Of course it was -14°F at noon when I walked into the dealer to make my offer.
I say the start of Winter is the best time to buy because the dealers won't be making as many sales then, though a lot of dealers, at least around here, sell snowmobiles and winter stuff, so it's not like there's no revenue in the winter. Good luck whatever you buy.