Community remembers Paso Robles ‘cheerleader’ and ‘matriarch’ Norma Moye
Hundreds of Paso Robles community members celebrated the life of longtime downtown champion and tenacious community volunteer Norma Moye at a memorial on Saturday — and it was hard to tell whether laughter or tears were more abundant among audience members.
Moye, who died on Dec. 15 at the age of 92, was known in Paso Robles as a staunch advocate for the city’s downtown sector.
She was the heart and mind behind the Paso Robles Main Street Association and many of the city’s beloved traditions, including the Vine Street Victorian Christmas Showcase.
She was remembered on Saturday for her unwavering devotion to her community and her won’t-take-no-for-an-answer attitude, which many community members said got them roped into leading committees, running for public office or, on various occasions, dressing up in costume.
“Norma was the heart and soul of Paso Robles,” interim Main Street director and local business owner Jeffry Wiesinger said during the event. “She was the cheerleader. She was the matriarch. She gave her whole self to her community.”
Paso Robles remembers downtown champion Norma Moye
Around 400 friends, family and community members attended Moye’s celebration of life, which was held in Estrella Hall at the Paso Robles Event Center.
A few ushers dressed as elves to pay homage to Moye’s beloved Christmas traditions. Meanwhile, the Ladies of the Barbary Coast — a group that Moye and friends founded back in 1961 and which can often be seen in the annual Pioneer Day Parade — were decked out in their signature feathers and rhinestones at a table toward the center of the room.
City officials, including Mayor John Hamon and Councilmembers Chris Bausch and Kris Beal, were also in attendance.
To the side of the room were several tables decorated with photos of Moye and memorabilia. Her Bearcat cheerleading outfits were on display, alongside various awards and certificates she received throughout her life for her devotion to the community.
Saturday’s speakers, including her children, remembered Moye as a passionate and often demanding force of nature.
School board member and Paso Robles Wine Country Alliance director Joel Peterson remembered getting roped into various positions of leadership, including his service on the school board and the Planning Commission, thanks to Moye.
“She didn’t just build programs or organizations, she built people,” he said.
The event’s emcees — Chad Stevens and Bobby Horn — shared several humorous memories of Moye, navigating the audience through laughter at one moment and tears the next.
At the end of the ceremony, Stevens and Horn led the crowd in a chorus of Petula Clark’s 1964 hit song “Downtown” — which was said to have been Moye’s ringtone for many years.
“When you’re alone and life is making you lonely, you can always go: downtown,” the crowd sang.
This story was originally published February 28, 2026 at 4:04 PM.
