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Dine and wine in the alley in downtown Paso Robles 

From the SLO County Visitor’s Guide

Jeffry’s Wine Country BBQ

Sunshine and lunch in Jeffry’s courtyard


Pleasant surprises found on Norma’s Way in downtown Paso Robles

What at first looks like any other alley found in any city, the alley named Norma’s Way between 12th and 13th streets in Paso Robles holds some pleasant surprises.

Lured in either by the smell of barbecue or the intriguing black and white signs, one finds Jeffry’s Wine Country BBQ, Indigené Cellars, the Wearhouse Annex and a back entrance to the Wearhouse salon that fronts 12th Street. The official address is 819 12th Street, but the entrance to The Alley is actually from Pine Street, Park Street, or 13th Street.

Jeffry’s Wine Country BBQ

Chef Jeff Wiesinger, multiple-time award winner of the local Mac & Cheese Fest and Pinot & Paella Festival, fills the courtyard off the alley with seating for up to 100. Wiesinger said his menu defines wine country barbecue, a term he uses to describe the global influence of barbecue from around the world. “Our food is inspired by barbecue styles from everywhere,” said Wiesinger. “You can see and taste the influence in menu items like Smoked Pork Bahn Mi, a sandwich in the Vietnamese tradition or the Cuban Pork Loin Sandwich and our paella on Paella Sundays.”

All of the meat, including the house-made bacon, is smoked on site. The menu features Jeffry’s award-winning mac & cheese, house-made potato chips, smoked tri-tip and pulled pork sandwiches along with great salads, a kid’s menu and vegetarian offerings. Eight craft beers and eight local wines are on tap and a variety of bottled drinks are also available.

The casual dining eatery offers inside and courtyard seating and is open every day from 11-9, closed Wednesdays. Already looking to expand into additional space in the courtyard, more inside seating is expected to be available soon.

For more information visit the website at or call (805) 369-2132.

Indigene Cellars

Enjoy award-winning wines at the Indigene Cellars tasting room

Indigené Cellars Tasting Room

This intimate tasting room has a warm weather open-air ambiance, especially when the weather allows the doors to be fully opened. Indigené Cellars tasting room features the award-winning wines from the family-owned Carmel Valley winery. The premium varietals and elegant blends are perfect for everyone from the new wine love to the most sophisticated.

The tasting room is open Wednesday through Saturday 1-9, Sunday noon-6 and Monday and Tuesday by appointment. Call (805) 610-8772 or visit for more information.

The Wearhouse—a Hammer Salon and the Annex

This full-service salon goes beyond the standard hair and makeup services, offering expert bridal makeup and hair, runway shows, makeup lessons and classes, photography, headshots, engagement photos and wardrobe styling for special occasions and everyday wardrobes and complete makeovers. The Annex in The Alley is becoming a creative space for a variety of the salon’s services. Although the salon is also accessible by a stairway from The Alley the main entrance is located at 819 12th Street.

For more information visit the website at or call (805) 835-3330.

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About the author: Reporter Jackie Iddings

Jackie Iddings is a contributing reporter and photographer for the Paso Robles Daily News.