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‘Norma’s Alley’ gets special arch created by artist Dale Evers 


Norma Moye with artist Dale Evers.

Column: Norma’s Alley – a path to Paso Robles history

Paso Robles Downtown Main Street Associaton Executive Director Norma Moye has her own alley, now complete with a decorative archway created by local artist Dale Evers. It’s been called Norma’s Way for quite a while, but now it’s clearly more than just a street sign fastened to a building. After over two years of designing and creating the work of art, the famed local artist realized his vision and honored Norma as “the stuff of folklore.”installation of archEvers is already planning another archway on Railroad Street. In 2018, the city started planning enhancements to the Railroad District behind Park Cinemas to include unearthed railroad artifacts and historical mural projects. Evers says he looks forward to working with the city and local donors to bring more historical pride with art to downtown. The project was unanimously approved by the City Council in December 2020. It was privately funded by local developer Nick Tompkins and Hotel Cheval owners Robert and Sherry Gilson.norma's alley 1 Due to unforeseen issues, it took two years to create the arch. During that time, some creative details spoke to Evers. Being an artist using mixed media, he added ornate details of dichroic and iodized glass mosaic pieces. A rooster is perched above the archway. Why a rooster? Of course, it’s synchronicity! According to Chinese horoscopes, Norma’s symbol is a roster. She says, “It’s probably because I crow a lot!” The acorn under the rooster symbolizes El Paso de Robles – “The Pass of the Oaks.” The fork and spoon represent the expansion of food and wine on Norma’s Alley.

group shot

The Dale Evers Studio team: (from left) Chloe Joy Evers, Dale Evers, Tim Anderson, Adrian Rubalcava.

For 34 years, Norma Moye has led the Paso Robles Downtown Main Street Association. Since she became executive director in 1988, thousands of people have walked her alley; volunteers to further the mission of Main Street, and visitors to get information on events, shopping and dining. Since the arch was installed, the comments include, “Wow. It’s beautiful and so artistic.” After the installation, she looked out the door and she started to cry. “I was stunned with so many emotions, feeling so honored. And on that day, it rained” she said, “the angels were raining with me. I have faith. Without it I would have gotten nowhere. It is an incredible honor! I love downtown. Not everybody has an alley named after them! I am so proud of the merchants and businesses who have cared enough to develop our downtown.”


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