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Wine Alliance, Paso Robles‑Templeton Chamber report visitor center opening, $2.8 billion regional impact
Summary
The Paso Robles Wine Country Alliance and the Paso Robles‑Templeton Chamber presented a joint update: a new shared visitor center opened, the Wine Alliance reported a $2.8 billion economic impact for the AVA and WineFest attendance increased, council thanked the organizations for marketing and visitor services.
Leaders of the Paso Robles Wine Country Alliance and the Paso Robles‑Templeton Chamber of Commerce told the city council on June 17 that a new shared visitor center has opened downtown and the region's wine industry is a major economic driver.
Gina Fitzpatrick, president and CEO of the Chamber, said the new visitor center and shared office space will provide visitor services, marketing and a community hub for businesses. She described visitor services' work and said the facility is designed to boost referrals to local restaurants, wineries and attractions.
Joel Peterson, executive director of the Paso Robles Wine Country Alliance, presented the results of an economic impact study that the Alliance commissioned from Beacon Economics. Peterson said the Paso Robles AVA supports $2.8 billion in economic impact and about 8,900 jobs. He also highlighted WineFest results: Peterson said the recent Paso WineFest drew about 3,000 attendees over four days and featured roughly 125 wineries, and he noted demographic shifts toward younger attendees.
Krista Smith, the Alliance's marketing director, described member education and trade outreach, digital marketing metrics (the Alliance's website had roughly 720,000 page views in a reported 12‑month span) and international trade and influencer partnerships that raised the AVA's profile.
Council members thanked the organizations for their partnership. Several members asked whether visitor staff handle family activities and other downtown resources; the Chamber said staff handle trip planning and referrals to museums, recreation and family‑oriented amenities. Paul Sloan, the city's economic development manager, introduced the presenters and said the city's partnership with the two groups spans two‑year agreements.
