Paso Robles celebrates life of Norma Moye, Downtown Pioneer
By Camille DeVaul · Wed Mar 04 2026
From Vine Street Victorian Showcase to Main Street leadership, Moye’s decades of dedication left indelible mark on community she loved
PASO ROBLES — On Saturday, Feb. 28, hundreds gathered at the Paso Robles Event Center to celebrate the life and legacy of Norma Moye — Paso Robles’ cheerleader and, to many, its queen. Norma passed away peacefully on Monday, Dec. 15, 2025, surrounded by her loving family. She was 92 years old.
Norma played a pivotal role in shaping the warm atmosphere that defines Paso Robles. She curated events for the community, rallied alongside its small businesses, and, more importantly, got people involved. She created an army of people who now, in the shadow of her legacy, will fight to keep downtown Paso Robles the heart of the community.
Held in the Estrella Building at the Paso Robles Event Center, Chad Stevens and Bobby Horn emceed Norma's celebration. The duo provided comedic relief, sharing intermittent stories of their dear friend. You could almost hear Norma's laugh in the background throughout the entire afternoon.
Longtime friend and neighbor Grace Pucci delivered a heartfelt presentation honoring Norma’s family legacy and recounting her formative years growing up in Paso Robles.
Several tables were set up at the event, showcasing different eras of Norma's life. To honor Norma, some came dressed as Christmas elves, and the Barbary Coast girls came dressed in their full costumes.
Alongside Virginia Peterson, who passed away in 2003 at the age of 90, Norma co-founded the Paso Robles Area Historical Society in 1985. They held their first meeting on Feb. 17, 1985, in the Plymouth Congregational Church, with 35 people in attendance and now call the Carnegie Library in Paso Robles City Park home.
Norma's roots in Paso Robles trace back to 19th-century Italian immigrants who helped shape the region’s agricultural and civic foundations. Her great-grandfather, Carlo Ronconi, arrived from Sesta Godano, Italy, in 1886 and later settled in San Luis Obispo County, where he operated successful trucking farms. The family purchased land on what is now Paso Robles Street, drilled the Ronconi Wells — still used by the city — and became integral to North County’s early farming industry.
Through marriages linking the Ronconi, Richetti and Della Bitta families, the legacy continued. Norma’s father, Fernando Della Bitta, immigrated from Italy in 1920, later operating a grocery and rooming house and eventually opening Ferdi’s restaurant in downtown Paso Robles. Civic involvement ran deep: Her great-uncle Charles Ronconi served as the city’s first fire chief.
Raised among cousins in a lively, close-knit family, Norma embraced leadership early. She played drums in the high school band, served as a cheerleader — her uniform now displayed at the Paso Robles Area Historical Society museum — and was crowned May Day Queen in 1951. A founder of the Barbary Coast Girls in 1961, she later earned the title of Paso Robles Pioneer Day Queen in 2013, cementing her place in local history.
Norma was a founding member of the Paso Robles Downtown Main Street Association, established in 1988, and served as its executive director from 1992 until her passing. Under her guidance, the organization became a nationally accredited Main Street America program, recognized for excellence in preservation-based economic development and community revitalization.
The Paso Robles Main Street Association is entering what leaders call a year of transition following the Norma's passing. Stepping in to serve as interim executive director is Jeffry Wiesinger, who served as board president for the past five years and owns Jeffry’s Wine County BBQ, a restaurant adjacent to the Main Street office.
"I had the privilege of working with Norma for the last several years as a board president, and I saw firsthand her strength, her wisdom, and her unwavering commitment to our community," Wiesinger said at the celebration. "I can tell you, without a doubt, that Norma was by far the most dedicated professional I've ever known."
Wiesinger spoke about Norma's strength and how she was able to motivate people to get involved, even when it was something they never intended to do.
"She worked hard, and she inspired others to work hard," he shared. "She put in the time because she cared. She cared about every business owner. She cared about every volunteer, and she cared about this town. She believed deeply in Paso Robles, not just in the place, but as a community. She understood that downtown was more than just the buildings and the businesses, it's the people and the relationships that make it special."
Wiesinger encouraged the crowd to become volunteers with the Paso Robles Main Street Association to help continue Norma's legacy.
Norma created and nurtured events that became cornerstones of local life, most notably the Vine Street Victorian Showcase, founded in the 1980s to honor the neighborhood’s historic homes. With music, carolers, festive lights, and holiday cheer, the Showcase grew into a cherished tradition. The 39th Annual event, held just two days before her passing, drew thousands. Beyond the Showcase, Norma played a central role in establishing the downtown tree lighting, the Teddy Bear Tea, the Olive Festival, the Lavender Festival, the Honey Festival, art walks, seasonal merchant celebrations, and countless other gatherings that fostered community, supported local businesses, and brought generations together.
Norma’s leadership shone brightest during crises. Following the 2003 San Simeon earthquake, she rallied merchants, residents, and volunteers to rebuild downtown Paso Robles. That same resilience guided the community through the COVID-19 pandemic, keeping the Paso Robles Downtown Main Street Association active and supportive when uncertainty and fear threatened local businesses. Having lived through the Great Depression and World War II, Norma faced challenges with determination, believing in the community’s endurance.
Her impact earned widespread recognition. She was named Pioneer Day Queen in 2013, honored as Citizen of the Year by the Hispanic Business Association in 2018, and acknowledged by both San Luis Obispo County and the California State Assembly. In 2022, a lasting tribute came in the form of “Norma’s Way,” a custom archway created by local artist Dale Evers, formally naming the alley housing the Main Street office in her honor.
Ron Johnson stepped in to speak on behalf of Bob Lanta, who was under the weather and unable to make it to the celebration on Saturday. Others who spoke were Steve Taylor, Joel Peterson, Kathleen Reneau, and Dick Mason.
Norma’s daughter, Patti, fondly recounted memories of her mother, sharing stories that highlighted her personality and the profound impact she had on those around her.
"Thank you Paso Robles for giving her all the fun, the warm community, and all of your love," said Patti.
Norma’s son, Vince, expressed heartfelt gratitude to his younger sister, Patti, for her unwavering support and dedication in caring for their mother over the years. He also remembered his father, sharing stories of his parents and the example they set for their children.
"She knew she was blessed and was truly grateful," said Vince. "From our family to all of you here ... a huge thank you for enriching our mother's life and her time here and helping her live the life she truly loved."
Whether they know it or not, it's nearly impossible to find someone in Paso Robles who has not been directly affected by Norma in one way or another. And if you had the chance to meet Norma and get to know her even a little, it was very likely you also heard her ringtone when someone called — "Downtown" by Petula Clark.
With great effort, and off-key the way Norma would have wanted it, everyone at the celebration did their best to sing "Downtown."
Following her 90th birthday, Norma told Paso Robles Press, she could never regret living in Paso Robles her whole life, “I’m blessed to have [lived here] my whole life. I’ve been blessed my whole life. Believe me. I’ve had fun.”
Feature Image: Norma Moyes’ daughter and sons, along with her grandchildren, pose for a photo (left) with Paso Robles Main Street Interim Executive Director Jeffry Wiesinger, Board Chair Margaret Holstein, and board members Stephanie Villanueva and Bill Reed at her celebration of life. Photo by Camille DeVaul/PRP