August 14, 2025 (Paso Robles, CA) — In a spectacular display of generosity and community spirit, PURPOSE, the premier philanthropic event in Paso Robles, raised nearly $2.5 million in a single evening, bringing its five-year total to over $10 million. With just 150 guests in attendance at Epoch Estate Wines, this intimate, invitation-only gathering has secured its place among the most impactful fundraising events anywhere in the nation.
Hosted annually by Must! Charities, PURPOSE is unlike any other benefit on the Central Coast. Tables are hosted by Paso Robles’ leading winemakers and winery owners, who personally invite guests from across the country with one simple requirement: come ready to raise your paddle and change lives.
The 2025 PURPOSE event transported guests into an unforgettable evening of rare wines, exquisite food by internationally celebrated chef Sarah Glover, and the chance to bid on one-of-a-kind auction lots. Top-selling items included custom-curated dinners and extraordinary international journeys hosted by the winemakers themselves. The evening’s largest single lot fetched an impressive $172,000, but the real show stopper was the Fund-a-Need moment, generating $1.1 million in a matter of minutes for the SLO Food Bank.
Unlike any other auction of its kind, 100% of the Fund-a-Need proceeds will go to support a five-year partnership between Must! Charities and our local SLO Food Bank. This bold new initiative focuses on bridging the gap between the region’s agricultural abundance and the 47,000 local residents—one in six—who struggle to access fresh, nutritious food. Rising living costs and food insecurity continue to challenge families in the area, but the Local Harvest Fund promises a bold, lasting solution.
Molly Kern, CEO of SLO Food Bank, said, “This partnership with Must! Charities anchors the foundation of our new Local Harvest Fund, activating the bounty of our local farmers to feed local families. PURPOSE is an incredible testament to the power of our community’s care and unwavering belief that no one should go hungry.”
Over the past five years, PURPOSE has become a signature event in Paso Robles—a night when leaders from the wine industry, national philanthropists, and local community members come together to create transformative change. Across the country, it’s recognized in wine and philanthropic circles as a model for how intimate, experience-driven gatherings can achieve extraordinary results.
“This community is special. Events with this kind of financial impact typically require thousands of attendees,” said Becky Gray, CEO of Must! Charities. “PURPOSE proves what’s possible when a small but fiercely committed group comes together with shared vision and generous hearts.”
This event shines thanks to our Title Sponsor, Majestic Realty, our Changemaker Sponsor, Silicon Valley Bank, and many other generous supporters. In the world of high-impact giving, PURPOSE has proven that Paso Robles is not just a world- class wine destination—it’s a powerhouse for philanthropy.
About Must! Charities
Must! Charities is a nonprofit organization dedicated to changing the model of philanthropy. By uniting donors, pooling resources, and investing strategically in our region while empowering nonprofits and educating our community. From day one, we’ve stood by a bold promise: every dollar donated by the community goes directly to the causes we champion. This commitment is made possible through Must! Roots, a dedicated funding source that covers all operational expenses, ensuring community gigs fuel nothing but impact.
