The Travel Paso Community Event Marketing Grant for 2025 aims to support local community events that align with Travel Paso's mission to brand, market, and promote Paso Robles as an authentic destination. This program is designed to identify events, activities, and organizations that contribute to the experience of visitors and the positive economic vitality of the community, while also respecting the quality of life for residents. Travel Paso recognizes the importance of forging community partnerships with local cultural, social, and recreational organizations to enhance both the quality of life in Paso Robles and the ability to market the destination to increase visitation throughout the year.
The grant targets event producers and organizers who can develop events that attract destination travelers from outside the area. The impact goals include increasing overnight stays in Paso Robles, driving mid-week, shoulder-season, and multi-night stays, and enhancing the overall visitor experience. The program seeks to foster events that contribute to the economic health of the community while maintaining a balance with residents' quality of life.
Funding priorities are centered around four key areas: Collaboration, Diversity, Assortment, and Sustainability. Collaboration ensures that applicants align with Travel Paso’s mission and show commitment to community goals. Diversity emphasizes events that are accessible and inclusive to all persons regardless of age, race, gender, culture, and disability. Assortment aims for a variety of themes and targeted audiences to encourage diverse groups of people to visit Paso Robles. Sustainability focuses on the prosperity and preservation of the community and its resources, limiting resident impact.
Expected outcomes include measurable increases in attendance and event growth, as well as a demonstrated ability to attract destination travelers and generate overnight stays in Paso Robles. Applicants are encouraged to outline how their event will be marketed to travelers outside the area, how it will measure overnight stays, and how it can utilize Travel Paso’s marketing channels. The program also considers how Travel Paso can participate in initiatives where goals and resources align.
Travel Paso's strategic priority is to enhance the destination's appeal and economic vitality through well-marketed and impactful community events. The theory of change suggests that by investing in diverse, collaborative, sustainable, and well-timed events, Paso Robles can effectively market itself, attract a wider range of visitors, and achieve increased tourism-related economic benefits, all while maintaining community well-being. The application criteria directly reflect these priorities, requiring detailed plans for marketing, visitor measurement, and community enhancement.
