Revitalization efforts proposed for Norma’s Alley

By Camille DeVaul · Thu Mar 19 2026

City Council supports forming of ad hoc committee to gather input and explore improvements to historic corridor

PASO ROBLES — Some updates could soon be on the on the way for Norma’s Alley, the downtown corridor located between Pine and Park streets. The alleyway, which is home to the Paso Robles Main Street Association office and several local businesses, carries a lot of history for the city, at one time being the direct center of downtown.

The alley was formally dedicated on April 5, 2022, when the City of Paso Robles unveiled the Norma’s Alley archway along Pine Street in honor of Norma Moye. Moye, a longtime executive director of the Main Street Association and a dedicated advocate for downtown, played a key role in shaping the city’s historic core. She passed away on Dec. 15, 2025, at the age of 92, leaving behind a lasting legacy in the community she helped cultivate.

The archway itself was designed and built by local artist Dale Evers as a tribute to Moye. Funding for the project was provided by downtown property and business owners Robert Gilson and Nick Tompkins. Although initially delayed due to the COVID-19 pandemic, the installation was completed in February 2022 after a two-year process.

In the 2024 Economic Development Strategic Plan, Norma's Alley was recommended to receive a beautification treatment. The Paso Robles Planning Commission has recommended that the City Council form an ad hoc committee to explore a potential revitalization plan for Norma’s Alley.

The task force will be responsible for gathering public input, identifying quick and long-term fixes, and also funding for the projects.

Paso Robles Main Street Board President Margaret Heely-Holstine shared her excitement for some enhancements to come to the alleyway, "I am so excited that you guys are bringing it forward and looking at it."

Owner of Jeffry’s Wine County BBQ and Interim Executive Director for the Paso Robles Main Street Association, Jeffry Wiesinger, requested that City Council support creating the ad hoc and improvements to Norma's Alley.

"Norma's Alley is more than just a back alley. It's a passage way, it's a connector between businesses and a place where visitors and community members engage with one another," Wiesinger said. "Right now it's in terribly poor condition, and we are missing an opportunity to contribute to our downtown's vibrancy."

Wiesinger echoed other comments that the alleyway can seem uninviting and unsafe to pedestrians despite the business entrances welcoming them in.

Mayor John Hamon suggested that the city request that the other alleyways be included in the revitalization project.

Council unanimously agreed to support the creation of the ad hoc committee. Since the revitalization project was just on the Tuesday night agenda as an informational item, the implementation and creation of the committee will come at a later date.

The next Paso Robles City Council meeting is scheduled for Tuesday, April 7, at 6 p.m. in the Norris Room at Centennial Park.