Masquerade Ball Celebrates Business Success, Community Spirit, and the Impact of Local Entrepreneurs

ATASCADERO — The Atascadero Chamber of Commerce celebrated its 102nd Annual Awards Gala with a vibrant theme, “Unmasking Business Success,” featuring a masquerade ball on Saturday, April 5, at Rava Wines in Paso Robles. The event honored local businesses and leaders, fostering community spirit. Hosted by Master of Ceremonies Jim Dantona, president and CEO of the San Luis Obispo Chamber of Commerce, the evening was filled with entertainment, recognition, and opportunities to support the Chamber’s mission.

The gala began with an inspiring youth dance performance by the Main Street Dance Company, setting the tone for the night. Attendees also enjoyed a musical performance by Gary Borjan, whose melodies provided the perfect backdrop. The event space was beautifully decorated with floral arrangements from Bees Blossoms and The Floral Parlor. 

Gina Fitzpatrick, president and CEO of the Paso Robles Chamber of Commerce, joined Auctioneer Pete Melero to lead a lively auction that raised thousands of dollars. The funds will support the Atascadero Chamber’s initiatives, particularly the Jr. CEO Program, which received overwhelming support from attendees. The auction underscored the community’s commitment to empowering the next generation of local leaders.

During the evening, Chamber leaders highlighted the organization’s recent accomplishments and ongoing efforts. Dantona shared updates on the Chamber’s economic development impact, particularly the success of programs like “Shop Local” and “Get Your Business Online.” These initiatives have been instrumental in helping local businesses grow, hire new employees, and adapt to the digital age, contributing to a vibrant and resilient Atascadero economy.

As the evening continued, past Board Chair Rachelle Bowlay of the SLO County Office of Education introduced Joey Ferrell from Premier Valley Bank as the new Chair. Ferrell addressed the crowd with excitement about the Chamber’s future, expressing gratitude for the community’s support. He outlined plans for continued growth and engagement, including new programs and collaborations aimed at strengthening local businesses. Ferrell also introduced the 2025 Board of Directors: Loreli Cappel, Eric Daniels, Jessica Astrada, Eddie Herrera, Ann Little, Roy Morgan, Jeff Railsback, Liz Summer, Claude Swain, Evan Taylor, Austin Yarborough, Staci Washmuth, Josh Rocha, and Roger Noble.

The awards ceremony was a highlight of the evening, recognizing the hard work and dedication of those who have made a significant impact on the community.

Photos by Hayley Mattson

The first award, Community Organization of the Year, was presented by Atascadero Chamber President and CEO Josh Cross to Troop 51, recognized for its commitment to community service and positive influence on local youth. The Scouts, who performed the Pledge of Allegiance at the start of the event, were applauded for their dedication.

Next, the Women of Influence North County Award was presented to Elissa Williams. Announced as the awardee last fall, Williams humbly accepted the honor, sharing, “I am very humbled. I received this, and the other two women [Young Won and Yessenia Echevarria] who were nominated with me were also amazing. I am deeply honored.” The award highlighted Williams’ contributions to empowering women and creating a more inclusive, collaborative business environment.

The Business of the Year award was presented to Pure Yoga and Wellness, a transformative wellness center in Atascadero that has grown from a boutique yoga studio to a holistic wellness hub. Founders Karlie Higginbotham and Jessica Otter accepted the award with gratitude. Higginbotham reflected, “Winning Business of the Year for Pure Yoga and Wellness is just a testament to the intention that we put into the studio for our members. This has always been a place that we intended to be more than just a workout. It’s a place where people can come, feel seen and valued, and experience transformation.”

Otter echoed these sentiments, expressing pride in the business’s growth and the support of the community. “Business of the Year is proof that hard work and an amazing community support system can lead to really beautiful things,” she said. “We’re so proud of the community that has come together here at Pure, and we’re so grateful to be recognized for the work we do and the culture we’ve created.”

The North County Latino Business of the Year award was presented to Nancy Ulloa, founder of Ulloa Cellars in Paso Robles. Ulloa, who launched her winemaking business in 2019, has made a significant mark in the industry. “Wine is my passion, but empowering others is my purpose,” she shared. Her venture, which began with just 50 cases during the pandemic, has expanded into a brand offering a variety of wines, including a new venture, Witch and the Warlock, launched with her husband. Ulloa expressed gratitude for the community’s unwavering support: “This is a testament to the community that we have, that has embraced me and provided so much support for me to continue bringing my values and uplifting others.”

The evening’s most prestigious award, Citizen of the Year, was presented to Rick Evans, recognized for his lifelong dedication to documenting Atascadero’s history through photography. Evans has spent decades capturing the essence of the town, its landmarks, and its people. In addition to his photography work, Evans has served the community for over 20 years at San Gabriel Elementary and contributed to local events through his musical talents as a bassist in the Blackberry Ridge Band.

Dantona noted that Evans’ work “goes far beyond what can be captured in film,” highlighting the photographer’s integral role in shaping the community through his kindness, presence, and service. Evans’ photography and volunteerism have had a lasting impact on Atascadero.

Evans took the stage and shared his heartfelt gratitude. “Earlier in the week, Josh told me to keep it to two to three minutes. Anybody that knows me, it takes me five minutes just to say hello,” Evans quipped. “But anyway, a couple of quick thank yous. The Atascadero News, City of Atascadero, the Chamber for sharing and getting my photos out there. And I’d like to thank everybody that nominated me and the Chamber for picking me. But most importantly, my daughter Savannah, who kind of instigated everybody to nominate me. You know, I love you. Thank you, everyone. What a great evening. I’ll cherish this for the rest of my life.”

As the night concluded, it was clear that the Atascadero Chamber of Commerce’s 102nd Annual Awards Gala was a celebration of community, business success, and the individuals who make Atascadero a special place to live and work. From Paso Robles to Atascadero, the North County region continues to thrive, thanks to the hard work, dedication, and collaboration of local businesses and residents.