Initially published on 7.3.23 and updated on 1.8.26
Since publishing this conversation with Terrie Banish, we had the opportunity to continue the discussion on camera. The short video above builds on the ideas below, offering additional perspective on district marketing and what it takes to create momentum that lasts.
Editor’s note: Welcome to our new blog series, District Marketing Mojo. Each month, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts. Check back here regularly on our blog for new interviews.
If I picked five words or phrases to describe the City of Atascadero’s Director of Community Services & Promotions, they would likely be: Community-minded, Leadership, Experienced, Event Organizer and Tourism Advocate. And though Terrie Banish excels in these areas, there is so much more to what she brings to her position in charge of Atascadero Events, Promotion, Outreach and Community Services.
Atascadero, a vibrant small city nestled in San Luis Obispo County near California’s Central Coast, is fortunate to have a tireless advocate and community leader in Terrie Banish. With a wealth of experience spanning 35 years, Terrie has made a significant impact on the city’s growth and development. Her dedication to community service and her ability to organize successful events have made her an invaluable asset to the City of Atascadero and its residents.
Terrie helping out at the 2021 Mid State Fair
Terrie’s journey as a community leader began more than 25 years ago when she first started volunteering for various local organizations. Her contributions to the Chambers of Commerce for Atascadero and Paso Robles, the YMCA, Paso Robles Main Street Association, Atascadero Lakeside Wine Festival Committee, and Friends of Atascadero Library for the 2019 Dancing with Our Stars laid the foundation for her passion for community development. She also served on the Paso Robles Library Foundation Board and the Foundation of Hearst Castle and served on on the Twin Cities Hospital Board (under Tenet Health, now Adventist Health), further emphasizing her commitment to education, community and culture.
City of Atascadero’s Tamale Festival
In 2015, Terrie’s extensive experience and dedication led her to assume the role of Director of
Community Services & Promotions for the City of Atascadero. In this position, she is responsible for promoting Atascadero, managing and implementing the City’s signature and community events, the Central Coast Zoo, the Pavilion on the Lake and the Recreation team along with managing media relations, and enhancing tourism opportunities for the Atascadero TBID, Visit Atascadero. Her efforts have been instrumental in expanding popular events like the Hot El Camino Cruise Night to include the Mid State Cruisers Car Show and introduced Dancing Dancing in the Streets to all be part of the “Cruisin’ Weekend” experience and introducing what has become the wildly popular Tamale Festival to Atascadero, which is celebrating it’s 10th year in 2026!
Terrie’s creativity and leadership have breathed new life into events such as the Winter Wonderland celebration and the annual Brew at the Zoo at the Central Coast Zoo. She collaborates with the North County Farmers Market which offers residents a weekly market at the Sunken Gardens in the downtown as well as external associations to successfully bring notable events like the Central Coast Craft Beer Festival, Central Coast Cider Festival and Atascadero Fall Festival to the City, attracting visitors from near and far. Terrie has truly helped position Atascadero as a unique and inviting destination within San Luis Obispo County.
Terrie says she is humbled by the city’s strong community focus. From the multitude of city-sponsored events to working closely with nonprofits and creating a business-friendly environment, Atascadero strives to serve its residents in a variety of ways, including on-going promotions to help encourage people to explore the downtown businesses.
Terrie’s dedication to Atascadero is unwavering, and if she had $1 million to spend on her city with no red tape, she says the Central Coast Zoo would be a good investment. Recognizing the importance of recreational spaces for families and visitors, she says the zoo’s facilities provide an opportunity to expand its offerings, making it a true gem within the community and an area the City is actively working on.
When asked about her accomplishments and aspirations, Terrie emphasizes that while financial constraints can sometimes pose challenges, the City of Atascadero is committed to finding creative solutions. From the City Council to the City Manager and staff, they work diligently to address the needs and priorities of the community.
Reflecting on her work, Terrie loves the current Atascadero positioning as “your favorite neighbor,” and knowing that their events and friendly hometown environment bring joy and a sense of community to residents and visitors to Atascadero.
Terrie was named Atascadero’s 2019 Citizen of the Year in January 2020. This is a tribute to her community-mindedness, extensive experience, volunteer spirit and remarkable leadership, which have contributed in no small part to Atascadero thriving before, during and after the pandemic. Through her tireless efforts, she continues to drive growth, promote community events and tourism, and enhance the quality of life for residents. Terrie’s passion for Atascadero and her unwavering dedication to its success make her a truly exceptional community leader.
In her free time, she enjoys hiking with her favorite neighbor and her Red Fox Labrador
Retriever, Remi. She also enjoys traveling to tropical destinations, attending concerts and following football and baseball playoff games. She especially values time with her family and
takes pride in supporting her daughter as she builds her career.
For more information on Terrie Banish, connect with her on LinkedIn, or reach out to her at [email protected] if you want details on the events and successes she has had in Atascadero!