Paso Robles Wine Country Alliance Announces New Marketing Director

PASO ROBLES — The Paso Robles Wine Country Alliance (PRWCA) welcomes back Krista Smith as its new Marketing Director to strengthen its ability to meaningfully connect with consumers and industry members alike. Smith brings more than 10 years of marketing and communications experience to this role.

Mr. Smith expands awareness of Paso Robles wine country and engages consumers through a strategic approach to social media, elevated event experiences, advertising, and content creation, including his blog and podcast “Where Wine Takes You.” We will continue to focus on deepening our involvement.

“We are pleased to welcome Krista back to the Wine Country Alliance as Marketing Director,” said PRWCA Executive Director Joel Peterson. “Her deep knowledge of our organization and our members, combined with her fresh perspective from her recent experience outside of the wine industry, makes her a valuable asset to our team. I am.”

Mr. Smith previously supported PRWCA's consumer engagement efforts from 2011 to 2016. During that time, she helped grow the region by successfully marketing numerous programs and events, including the launch of her Paso Uncorked blog and her first-ever BlendFest on the Coast event.

Most recently, she spent two years at Cal Poly Partners (formerly Cal Poly Corporation), where she led marketing and communications efforts for multiple organizations across the university, including the Department of Management and Finance, the Cal Poly Digital Transformation Hub, the California Cybersecurity Center, and Campus Dining. managed. .

While away from PRWCA, Mr. Smith also worked in public relations and communications at the University of California College of Liberal Arts and served agricultural clients at the San Diego-based public relations firm Nuffer Smith Tucker (NST). . While at NST, Smith expanded his expertise in both the agri-food and nonprofit sectors, supporting industry support for the California Department of Food and Agriculture's California Citrus Pest Prevention Program and the California Food and Agriculture Commission's Ag Vision. Did. He developed the Conrad Prebys Foundation's annual strategic plan along with his first $1 million grant cycle.

Smith holds a master's degree in public policy and a bachelor's degree in journalism from the University of California, San Luis Obispo.

Mr. Smith will officially rejoin PRWCA in October 2023 and will help fulfill the organization's mission of promoting and protecting the Paso Robles U.S. Viticultural Region, bringing visitors to the region, regional, Aims to bring awareness to potential customers in markets around the state and country.

“It is an honor to return to an organization that has had such a significant impact within our local Paso Robles community and broader agriculture and tourism,” said Smith. “I am excited to bring my expertise and passion back to PRWCA to further develop Paso Robles Wine Country.”

To follow the latest news and events from Paso Robles Wine Country, visit pasowine.com.

About the Paso Robles Wine Country Alliance

The Paso Robles Wine Country Alliance is the official trade and marketing organization representing wineries, growers and businesses in the Paso Robles American Viticultural Region. Centrally located along California's Central Coast between San Francisco and Los Angeles, Paso Robles Wine Country includes more than 40,000 acres of vineyards and 200 wineries.

Featured Image: New Paso Robles Wine Country Alliance Marketing Director Krista Smith returns to the organization to help fulfill its mission of promoting and protecting the Paso Robles American Viticultural Region.Posted photo