‘She is Paso Robles’: Norma Moye, downtown champion and icon, dies at 92
Norma Moye, the legendary force credited with the revitalization of downtown Paso Robles, died Monday night at 92 years old.
Moye, a fourth-generation Paso Robles resident, was the founder and executive director of the Paso Robles Main Street Association, which launched in 1988 and is known for supporting and elevating locally owned businesses in downtown Paso Robles.
The organization, with Moye at its helm, was recognized by the state with transforming a once-vacant downtown Paso Robles into a bustling hub of community and local economy, The Tribune reported in 2001.
Moye was also the visionary behind the Vine Street Victorian Christmas Showcase, which has grown into a beloved event that attracts thousands to the downtown street each year, the Paso Robles Press reported. The Showcase just celebrated its 39th annual showing on Saturday.
Moye was a venerated member of the Paso Robles community who served in several community positions throughout her lifetime, including as a Pioneer Day committee member, Historical Society board member and Chamber of Commerce leader, according to a 2009 Board of Supervisors document.
She grew up in Paso Robles in the 1940s and 1950s, according to a KPRL article, attending Paso Robles High School while her dad owned a restaurant on 13th Street.
“My mom cooked, and my dad ran the bar. It was a lot of work,” she told KPRL.
Paso Robles Councilmember Steve Gregory described Moye as a “wonderful beam of light” for the city.
“She loved Paso Robles with all her heart,” he told The Tribune.
Community remembers Moye: ‘She is Paso Robles’
Gregory said he first met Moye in the 1990s, remembering her as a creative force of nature in the city.
“You couldn’t have asked for a better representative than Norma because she just took care of business,” he said. “(She) kept the Main Street project going and just did so many wonderful things for so many people and for a whole town.”
Over the years, he developed a special relationship with her, as she ate at his family restaurant nearly every day for the last eight years, he said.
“We felt like she’s one of our family members,” he said.
Grace Pucci, vice president of the Paso Robles Historical Society, told The Tribune she first met Moye a few days after she moved into her Victorian house on Vine Street.
“We became fast friends because we had so much in common,” Pucci told The Tribune.
Pucci said Moye had a “unique ability” to discover a person’s qualities immediately after meeting them — and then figure out how they could benefit their shared city.
“Her other great ability was that she absolutely adored Paso Robles,” Pucci said. “She loved the town, she loved the downtown, and everything that she did throughout her career — that came first. It came first before anything else.”
Beyond her career and her service to the city, “She was just a very, very good friend,” Pucci said.
“I can’t say enough about what a wonderful woman she was and how much she gave to this town,” Pucci added. “She is Paso Robles. There’s no other way to say it.”
Paso Robles Mayor John Hamon also issued a statement on Moye’s passing, honoring her “immeasurable” impact on the city.
“Her passion for this city was evident in everything she did, from revitalizing historic spaces to inspiring countless events that brought us together most recently our downtown park lighting ceremony,” Hamon wrote. “Norma knew Paso Robles not just as home, but as family.”
He added: “We extend our heartfelt condolences to her loved ones and all who were touched by her generosity.”
Millie Drum told The Tribune she was friends with Moye for over 30 years — a friendship that began through the Main Street group.
“I’ve never met anyone who is so faithful to her friends,” Drum said. “We’d call each other every day just to see how we were doing, if we ever needed help, and we just shared some of the most simple joys of life.”
Drum added Moye leaves behind “an incredible legacy of devotion” to her hometown.
And it’ll be difficult, she said, to get used to not receiving that morning phone call from her beloved, longtime friend.
Paso Robles organizations honor Moye’s legacy
The Paso Robles and Templeton Chamber of Commerce shared a tribute to Moye on Facebook, highlighting her work through the Main Street group and the Vine Street event.
“Her passion for downtown revitalization and community spirit touched countless lives and left a lasting legacy,” the group said.
The Paso Robles History Museum also shared comments memorializing Moye on its Facebook page, describing her as the “guiding hand” behind the formation of the Paso Robles Historical Society.
“Her love for Paso Robles, its people, landmarks, and unique history, inspires all of us to this day,” the organization wrote. “She was passionate about preserving the history of this area and sharing it with locals and visitors.”
The post said Moye’s support of the organization left a lasting legacy in Paso Robles.
“To say she will be missed doesn’t even come close to the loss that will be felt of her courageous presence in Paso Robles,” the post said. “Be at peace, dear friend, and know we will carry the torch forward for you.”
Moye’s family issues statement thanking community
Moye’s son, Vince Vanderlip, issued a statement on behalf his brother Matt, sister Patti, and the extended family Tuesday night.
“It is with great sadness and heavy hearts we announce the passing of our mother, Norma Moye of Paso Robles,” the statement said.
The family highlighted Moye’s passion for Paso Robles and her 37-year career with the Main Street organization, including both local and national accolades she received as a result of her dedication.
The family also expressed gratitude for the outpouring of support it received from the community Tuesday.
“We would like to express an enormous, ‘Thank you!’ to the Paso Robles Main Street Association members and Board of Directors, City Council and the citizens of Paso Robles for all the caring support that has been shown by the incredible number of loving responses we have received and continue to receive,” the family said.
The statement continued: “Our mother loved Paso Robles with all her heart, from the day she was born, to the day she departed, and you continue to give it back to her more than she could ever imagine. Thank you all so very much. She truly loved you all.”
The family said plans for a celebration of life or other service to honor Moye would be shared with the community as soon as possible.
This story was originally published December 16, 2025 at 11:07 AM.
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