May 9, 2025 (Paso Robles, CA) - In celebration of National Travel and Tourism Week and California Tourism Month, Travel Paso hosted its annual Tourism Round Up on May 8, 2025, at the historic Paso Robles Inn Ballroom. The event brought together key figures from the region’s tourism and hospitality sectors to honor individuals who have made meaningful, long-standing contributions to the Paso Robles community. 

Geared toward professionals in hospitality and tourism, the one-day event included a keynote address – Paso Robles Economic Outlook - from renowned economist Dr. Christopher Thornberg of Beacon Economics. Attendees engaged with expert insights, connected with industry peers, and celebrated the people and businesses driving Paso Robles’ growth as a top-tier travel destination. 

Open to public nominations, the Hospitality and Tourism Awards were reviewed and selected by a panel of seven impartial judges representing regional tourism. Awards were presented across four categories, recognizing outstanding achievement in service, leadership, and guest experience.

2025 Award Recipients:

"Congratulations to all award winners,” said Stacie Jacob, President and CEO of Travel Paso. “Thank you for elevating hospitality in Paso Robles and fulfilling the guest promise. You make Paso proud.” 

The day served as both a celebration and a call to action to continue elevating the visitor experience in Paso Robles, with attendees representing a diverse cross-section of the region’s vibrant hospitality industry. The event culminated in the presentation of the Distinguished Leader Award; a special honor nominated by the Travel Paso Board of Directors. 

2025 Distinguished Leaders:

"This year’s Distinguished Leaders represent the core of Paso’s tourism ecosystem,” said Alex Villicana, owner of REFIND Distillery and Chairman of Travel Paso. “Cris is a restaurateur turned vintner leading the way with regenerative organic and biodynamic farming practices.  Margaret, the longest standing Board member until her retirement in 2024, has guided the organization to stay the course. The Hunters have created a state-of-the art experience that complements and adds value to the visitor experience. Thank you for your vision and making Paso a world-class destination."  

Round up Winners

Travel Paso extends its sincere congratulations to all honorees and thanks the community for its ongoing support of local tourism.

ABOUT Travel Paso 

Travel Paso is the official destination marketing organization (DMO) for Paso Robles, CA. Travel Paso leads the tourism community in the Paso Robles region through marketing, branding, and selling Paso Robles to our visitors; advocating for our tourism ecosystem; and sharing critical industry data. Leading the destination in both marketing and management, Travel Paso promotes the community as an attractive travel destination and enhances its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the economic position of tourism, supports business opportunities, and enhances residents' quality of life. 

Escape to the majestic rolling hills and celebrated wineries of Paso Robles. Located midway between Los Angeles and San Francisco and bordered by coastal Highway 1 and the 101, Paso Robles is California wine country with beach access and Michelin stars. A community of cowboys and innovators, it's where world-class food, wine, and art meet small-town charm. #TravelPaso | travelpaso.com

CONTACT Travel Paso

Stacie Jacob

sjacob@solterrastrategies.com

About the Honorees:

Brenda Jesmery Alcaraz, Parchetto - Brenda Jesmery Alcaraz, a proud Paso Robles local, began her hospitality journey at 18 with Santos and Carole. Now General Manager of their newest restaurant, she brings six years of experience, a background in staffing and team building, and a deep passion for creating exceptional dining experiences. Jesmery is excited to welcome the community and help shape a warm, memorable destination for guests and staff alike.

Lynette Sonne, FARMstead ED - Lynette Sonne, founder of FARMstead ED, has been a driving force in connecting people to San Luis Obispo County’s agricultural roots. Since 2014, she’s launched the SLO County Farm Trail and Open Farm Days, giving locals and visitors immersive ways to TOUR, TASTE, and LEARN across the region. Her work has empowered small producers, sparked regional agritourism, and deepened public appreciation for the people behind our food. Thanks to Lynette, SLO County is not just a destination—it’s a hands-on experience.

Richard Verruni, Allegretto Vineyard Resort - With over 40 years of hospitality leadership, Richard Verruni has brought world-class expertise to Allegretto Vineyard Resort since 2017. Under his guidance, the resort has maintained AAA Four Diamond status, earned national acclaim, and become a top destination in U.S. wine country. Known for his guest-centric approach and high satisfaction ratings, Rich has also launched an employee scholarship program, but says his greatest pride is leading the exceptional team at Allegretto.

Santos & Carole MacDonal, Parchetto & Il Cortile - Chef Santos and Carole MacDonal are the husband-and-wife team behind two of Paso Robles’ most beloved restaurants, Il Cortile and the newly opened Parchetto. With roots in fine dining—from Santos’ early days in top Los Angeles kitchens to Carole’s career as a Hollywood producer turned sommelier—their passion for food, wine, and hospitality shines through every dish and detail. At Il Cortile, Santos is known for his housemade pastas and precise technique, while Carole curates thoughtful wine pairings. At Parchetto, they showcase seasonal, Central Coast–inspired flavors, drawing from local farms and even their own garden. They also produce Santino Olive Oil from their Paso Robles olive grove, a true taste of their shared journey.

Jo Armstrong, Hope Family Wines - Jo Armstrong, Director of Hospitality and DTC at Hope Family Wines, brings over 25 years of experience to her role overseeing two tasting rooms, direct-to-consumer operations, and a growing digital team. Known as the winery’s “dreamweaver,” Jo is passionate about creating unforgettable guest experiences. Her career spans hotel management, high-profile event production, and winery operations, including launching the Hope on Park tasting room in 2024. A Paso Robles resident since 1995, Jo continues to shape innovative hospitality alongside the Hope family, elevating the region’s wine scene.

Pati Coelho, Criú Hospitality - Pati Coelho founded Criú Hospitality to fill critical staffing gaps in the region’s wine and hospitality industry, providing trained professionals for tasting rooms and events while mentoring newcomers to the field. Her work supports business continuity and workforce development—an essential resource recognized during events like the Tourism Round Up, where industry experts and leaders gather to celebrate those shaping Paso Robles as a premier destination.

Cris Cherry, MAHA Villa Creek - Cris and JoAnn Cherry founded Villa Creek Cellars on the MAHA Estate after moving to Paso Robles in 1996. In 2003, they purchased 60 acres on the west side and planted Rhône varietals on soils reminiscent of France and Spain. From the start, they embraced organic and biodynamic farming, earning Regenerative Organic Certification in 2019 and launching the MAHA Estate label. Their children, Camille and Henri, now help lead the winery alongside winemaker Oliver Mikkelsen. Though JoAnn passed away after a five-year battle with cancer, her spirit continues to guide their work and inspire the wines they craft.

Margaret Johnson, Martin Resorts - Retired in 2024 – Margaret’s leadership journey began in the U.S. Marine Corps, where she developed discipline and resilience that carried through 16 years in bank management and two decades in hospitality. At Martin Resorts, Margaret rose to COO, overseeing major projects like The Piccolo Hotel and guiding the company through the challenges of the COVID-19 pandemic. Beyond her professional roles, she helped found the Travel Paso Robles Alliance and served on the Paso Robles Chamber of Commerce Board. Throughout Margaret’s career, she has led with integrity, purpose, and quiet strength

Ken and Bobbi Hunter, Sensorio - Lifelong adventurers and creatives, Ken and Bobbi Hunter have blended business, art, and curiosity throughout their lives. After early careers in accounting and advertising, they traveled the world as backpackers before settling into oil and entrepreneurship—Ken eventually founding a successful independent oil company and co-developing Hunter Ranch Golf Course. Bobbi became a published children’s book author and illustrator, while Ken served in leadership roles across education, water, and energy sectors. Inspired by their love of music and light—from Grateful Dead shows to Bruce Munro’s “Field of Light” in Australia—they launched Sensorio in Paso Robles as a one-of-a-kind “amusement park for the mind.”

For more information and background on each of the award categories, please visit https://www.travelpaso.com/hospitality-tourism-awards/.

Download Images - credit Nixon Creative Company - @nixoncreative on Instagram.