Hi Members,

Spring has arrived in Paso Robles, and it’s a great time of year to be here. The hills are still green, the weather is warming up, and we’re starting to see that familiar seasonal energy build as we head into a busy stretch for our region.

From a visitation standpoint, we’re seeing a fairly typical start to the year, with momentum beginning to build as we head into the spring season. Spring release parties, pick-up weekends, and new wine launches are happening, and those continue to be some of our strongest drivers of engagement and visitation.

Earlier this year, we hosted another successful BlendFest on the Coast, with beautiful weather and great feedback from participating wineries and attendees. It remains a strong showcase for Paso Robles wines and the hospitality that defines our region.

Looking ahead, Paso Wine Fest (May 15-17) is quickly approaching and shaping up to be another strong year. Ticket sales are trending slightly ahead of last year, and we’re encouraged by the level of early interest. We’re continuing to focus on bringing new audiences to Paso while delivering a high-quality experience for returning guests. Friday night’s Paired Paso wine and food competition returns for its second year and expands to 12 winery and chef teams—it’s a fun, energetic event that continues to grow and evolve.

We’re also excited about our upcoming Paso Robles Wine Month collaboration with the Paso Robles CAB Collective and Travel Paso. This is a coordinated effort to build awareness, drive wholesale interest, and encourage visitation from our key drive markets. You’ll be hearing more about ways to participate and amplify this effort in the coming weeks.

On the road, we recently wrapped up our Dallas tasting tour, which was a great success. The consumer event sold out with over 400 attendees, complemented by a well-attended trade and media masterclass. Dallas continues to show strong potential as a growth market for Paso Robles wines.

At a broader level, our team, alongside our Board of Directors, remain thoughtful and strategic with our marketing efforts and resources. In a competitive and evolving landscape, it’s critical that we continue to keep Paso Robles top of mind—both for consumers and the trade—while also supporting our members in meaningful ways. Please don’t hesitate to stay engaged, reach out, and connect with our team or board when you need support.

As always, thank you for your continued partnership, collaboration, and commitment to this region. The strength of Paso Robles has always come from our collective effort, and that remains as important as ever. Here’s to a strong spring and a successful season ahead.

Be well,

Joel Peterson
CEO