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City unveils 'Central Coast Zoo' name; council stresses Charles Paddock legacy amid public concern
Summary
Atascadero officials announced the zoo's new marketing name — Central Coast Zoo — while reaffirming that the Charles Paddock Plaza and statue remain in place. Some residents voiced concern at the community forum about outreach and perceived loss of the Paddock legacy; staff said outreach was conducted and the plaza naming will be preserved.
City Manager J. Lewis told the council the zoo will be referred to as the "Central Coast Zoo" going forward, and staff displayed new signage and a logo as part of an accreditation and marketing effort. Lewis said the plaza and the Charles Paddock statue remain on site and the plaza will continue to be named "Charles Paddock Plaza," with interpretive materials preserving his story.
Lewis said the new name was tested with stakeholders and was unveiled during the zoo’s 70th birthday ice cream safari event, attended by more than 250 people. He said staff received positive feedback from accreditation reviewers and stakeholders and that a portion of festival proceeds supports zoo conservation.
During the community forum several residents raised objections. One resident, asking to speak during the public comment period, said he had attended school with the sons of Charles Paddock and expressed concern the rebranding downplayed Paddock’s legacy; another speaker asked who proposed the name change and said the community group they socialize with had not heard of outreach. Mayor and staff responded that prior discussions had taken place, that an earlier suggestion years ago had not moved forward, and that staff would meet with concerned residents to discuss outreach and material showing Paddock’s legacy. Community Services staff and marketing staff were identified as points of contact for follow-up.
Council members said they supported the name change and emphasized the plaza and statue will continue to honor Charles Paddock. Staff asked residents who wanted more details to leave contact information so staff could follow up.
The name change was presented as a marketing decision to "embrace a larger area" of zoo visitors and open additional opportunities for the zoo, while retaining the explicit onsite tribute to Charles Paddock.
No formal council action to change the legal name of any city asset was recorded in the meeting minutes; the discussion described and displayed a new marketing identity and associated materials.
