Downtown Difference Maker: Norma Moye
Left: Norma Moye (Credit: Paso Robles Historical Society). Right: Norma’s Alley arch (Credit: Paso Robles Press).
CAMS Quarterly | Spring 2022
By: Alicia Gallo, Senior Manager of Strategic Communications
Main Street executive directors make innumerable marks on the communities that they serve, many oftentimes unseen by the general public. Longtime Paso Robles Downtown Main Street Association executive director, Norma Moyes, is no exception. Now, thanks to the efforts of local leaders, artists, and business owners, Norma’s legendary status as a tireless leader and cheerleader for downtown Paso Robles will be on permanent display for years to come.
On April 5, 2022, the Paso Robles City Council and hundreds of community members gathered to dedicate an alleyway in honor of Norma. The alley abuts the building that the Paso Robles Downtown Main Street Association has called home for many years. Colloquially known as “Norma’s Way” and a local landmark for finding the association’s office, the passage now sports a new metal arch emblazoned with “Norma’s Alley” at the Pine Street entrance.
Community members gather for the Norma’s Alley dedication ceremony in downtown Paso Robles on April 5, 2022 (Credit: Camille DeVaul/Paso Robles Press).
The Paso Robles City Council unanimously approved the project in December 2020 as part of an initiative to make enhancements to the Railroad District. Local artist Dale Evers was selected to bring the privately funded archway to life.
The Paso Robles City Council unanimously approved the project in December 2020 as part of an initiative to make enhancements to the Railroad District. Local artist Dale Evers was selected to bring the privately funded archway to life.
The mixed media arch features colorful glass mosaics and ornamental elements that nod to the community, as well as Norma’s vibrant personality and incredible legacy. The acorn at the center of the arch represents the famous namesake oak trees of the area. The fork and spoon that flank the acorn represent the expansion of downtown’s food and wine culture thanks to Norma’s leadership.
A rooster proudly perches atop the arch, and the answer to “Why a rooster?” depends on who you ask: the artist thinks they are “pretty cool” and a local columnist reported that the bird is Norma’s Chinese Zodiac sign. Norma’s theory, as reported in the Paso Robles Daily News: “It’s probably because I crow a lot!”
Norma Moye (left) with artist Dale Evers (right) at the entrance of Norma’s Alley (Credit: Paso Robles Downtown Main Street Association).
Norma joined the Paso Robles Downtown Main Street Association in 1988, where she has served as executive director since 1992. For 34 years, she has worked tirelessly to revitalize her hometown’s downtown, where her parents operated the family’s restaurant in the 1940s and 1950s. Norma is credited with creating signature events, such as the Vine Street Victorian Christmas Parade and the Olive and Lavender Festival, designed to bring locals and visitors to downtown Paso Robles.
Under Norma’s leadership, the association has also made significant strides in creating a thriving retail center, preserving historic landmarks and cultural assets, and beautifying the downtown. Norma is also a longtime board member of the Paso Robles Historical Society, which she co-founded with Virginia Peterson in 1985.
Norma Moye riding in a vintage military sidecar (Credit: Paso Robles Downtown Main Street Association).
“It's phenomenal to have a long standing member of CAMS being acknowledged for the hard work and impact,” said Gumaro Escarcega, CAMS Board President. “Norma’s passion and dedication to enhance economic development and the arts in downtown Paso Robles inspires Main Streeters across the state of California and the country. We are very proud of Norma and we greatly appreciate that she is being acknowledged by her community in such a big way.”
On May 7, 2022, California State Senator John Laird presented Norma with a State of California Senate Certificate of Recognition for her 30th anniversary as executive director, which reads:
“In recognition of your Paso Robles Main Street Association Executive Directorship 30th Anniversary. For 30 years serving the Paso Robles Main Street Association as its executive director leading the charge in beautifying, revitalizing, and restoring the downtown to make it the heart of the community. This has included annual festivals, installation of benches and bicycle racks, art wine barrels, and much more earning it many awards such as the Great American Main Street Award and California Main Street District of the Year. Your impressive leadership is experienced to this day and many thanks belong to you. Congratulations and best wishes for your continued success.”
Norma Moye speaking at the 2021 Main Street Now Conference with technical assistance from Karli Twisselman (Credit: Paso Robles Downtown Main Street Association).
In true Main Streeter fashion, Norma was left speechless by the accolades. And after pausing to celebrate with her fellow Roblarians, Norma returned to business as usual, envisioning and moving forward even bigger plans for downtown Paso Robles.