Paso Robles
City Council
Tuesday, May 5, 2026
CITY COUNCIL PRESENTATION 2026
PRWCA + CITY COMMITMENT Strengthen the long-term viability of the Paso Robles wine industry, thus enhancing the economic vitality of the City• Trade Outreach: Host wine buyers and sommeliers from around the country
• Industry Education: Provide monthly and quarterly educational meetings & seminars
• Wine-Specific Marketing: Out-of-county advertising, media tours, events, social media
• Economic Development Collaboration: Assist City in carrying out its objectives and align workplans with community organizations that expand economic base of Paso Robles
• Use of PRWCA Marketing Assets: Provide marketing materials as requested for City use
CITY COUNCIL PRESENTATION 2026
WINE INDUSTRY ECONOMIC IMPACT• $2.8 Billion Global
Economic Impact
• $1.5 Billion impact generated by
wine sector
• 37% of City of Paso Robles
General Fund generated by wine tourism
Based on 2023-24 data
Scan for Full Report
CITY COUNCIL PRESENTATION 2026
2.5M VISITORS ANNUALLY
PRWCA TEAM
PEGGY COON
Bookkeeper
CHRISTOPHER TARANTO
Director of Trade Relations
CAROL YEAMAN-SANCHEZ
Development Director
JESSICA LOCKLIN
Membership Engagement Coordinator
JAMIE GUZMAN
Events Manager
KRISTA SMITH
Marketing & Communications Director
PATRICIA WILMORE
Government Affairs Coordinator
JOEL PETERSON
CEO
CITY COUNCIL PRESENTATION 2026
KEY PILLARS
Advocacy & CommunityMember SupportTrade RelationsMarketing & Communications CITY COUNCIL PRESENTATION 2026
ADVOCACY & COMMUNITY
CITY COUNCIL PRESENTATION 2026
SCHOLARSHIPS FUND THE FUTURE
• Awarding $30,000 in scholarships to 12
graduating seniors from three north San Luis Obispo County high schools in 2026 • Over the past five years, the PRWCA
Foundation has gifted 67 scholarships totaling $148,000 $62,000+
raised in 2025 to fund college scholarships for local students CITY COUNCIL PRESENTATION 2026
WE SUPPORT 500 BUSINESSES
186
WINERY
122
HOSPITALITY
145
ASSOCIATE
25 GROWER
Member count as of May 2026
CITY COUNCIL PRESENTATION 2026
EDUCATING THE INDUSTRY
We host and execute 35 educational programs across the year Marketing Bootcamp Hospitality 101 + 201 BEST Series
CITY COUNCIL PRESENTATION 2026
11 Annual Hospitality 101 Boot Camp – Feb. 10, 2026Produced in Partnership with SLO Partners with support from Travel Paso and Criú Hospitality Partners • 80 attendees – PRWCA members,
community, and Paso Robles High School students
• Sessions covered:
○ Paso Robles tourism○ Hospitality & customer service skills○ Paso Robles AVA○ Wine 101
EDUCATING THE INDUSTRY
Paso Robles is a
vibrant and welcoming
wine region with
genuine hospitality and
diverse,
innovative wines.
MARKETING
CITY COUNCIL PRESENTATION 2026
GLOBAL PARTNERSHIPS THAT ELEVATE THE REGIONLike-minded halo brands believe in Paso Robles Wine Country 2026 partners
CITY COUNCIL PRESENTATION 2026
WINE FEST CAPTURES THE SPIRIT OF PASO
Paired Paso
Friday, May 15
Grand Tasting
Saturday, May 16
Sparkling Paso
Sunday, May 17
3,500 expected attendees | 127 participating wineries | 10 local restaurants CITY COUNCIL PRESENTATION 2026
INAUGURAL PASO ROBLES WINE MONTHPartnership with PRWCA, CAB Collective, and Travel Paso This month-long initiative in May 2026 brings together Paso’s dynamic wineries with leading retailers, restaurateurs, and wine enthusiasts for an immersive journey of flavor, culture, and discovery.Will drive wine sales, visitation, and Paso Robles brand awareness.
CITY COUNCIL PRESENTATION 2026
WE TAKE PASO WINE ON THE ROADConnecting with Audiences in Key Metro Areas March 20-21, 2026
Summer/Fall 2026 September 3, 2026
March 26-27, 2026
CITY COUNCIL PRESENTATION 2026
DIGITAL ADVERTISING
10M+ Paid Impressions Across 2025 Campaigns
CITY COUNCIL PRESENTATION 2026
STORYTELLING
68K 36K
Where Wine Takes You Podcast | Blog | Social Media
CITY COUNCIL PRESENTATION 2026
DRIVING VISITATIONMap & Guide
100K+
Maps Created and
Printed Annually
10K+
APP DOWNLOADS
Mobile App
10K+
Guides Created and
Printed Annually
CITY COUNCIL PRESENTATION 2026
COMMUNICATIONSPR and Influencer Engagement Generate Buzz for the Region CITY COUNCIL PRESENTATION 2026
TRADE RELATIONSPoland | Paris | Dallas | Los Angeles | Fresno CITY COUNCIL PRESENTATION 2026
PRWCA + CITY COMMITMENT Strengthens the long-term viability of the Paso Robles wine industry, thus enhancing the economic vitality of the City• Trade Outreach - Influences trade and consumer purchasing behavior
• Industry Education
- Improves and strengthens workforce skills
• Wine-Specific Marketing
- Encourages wine sales and drives tourism
• Economic Development Collaboration
- Supports the City’s economic development
• Use of PRWCA Marketing Assets
- Enhances City marketing efforts
$85K annual City contribution
Joel Peterson
CEO
[email protected]
Krista Smith
Marketing & Communications Director
[email protected]
City of Paso Robles 2026