10 Questions with ... Ashley Lux Mohr

BRIEF CAREER SYNOPSIS:

I did one year of on air work at KWKJ/KOKO 2005/2006 during college in Warrensburg. I moved home to attend Webster University and by May 2007 I had been hired at KPNT. I was with KPNT until 2016 when my boss moved me one door down to KNOU for 11 months to helm a two person morning show in Top 40, before bringing me back to my home KPNT which brings us to now.

1. You dropped quite a bombshell when you announced that you would be leaving The Point as you come up on your 15th Anniversary with the station. Explain.

This decision was two years and many therapy sessions in the making. While we all know the changes in our industry have been coming faster these days, the pandemic was what really put things into perspective for me. It’s that newfound perspective led me to dream of new challenges.

2. For those who missed it, you wrote a lengthy, emotional blog on The Point website. Not many people in radio get the luxury of a multi-month goodbye. Has a final date in May been determined yet and what will the next couple months be like for you at your hometown station and how hard will it be when you get to your final day at The Point?

Honestly when I moved from KPNT to KNOU my boss, Tommy Mattern, let me program a 5-hour show of my choice to say “See You Later” to the Point Weirdo’s, so I wasn’t entirely surprised he was so supportive of making the end of this chapter something special for us all. As for the last day, it is tentatively set for May 21,2022 which is the date of our yearly music festival, Pointfest. It would make for a very full circle moment as my first shift for the station was May 12, 2007 Pointfest. This way I get to savor the last moments with my city, and the bosses can look for the perfect replacement! At this exact moment, I feel like a high school senior, waiting to graduate, all full of excitement for the future. I am also fully aware that when the final day comes, I’m gonna cry like a baby.

3. I’m guessing you’re still not at liberty to disclose your new venture? Will you be moving from St. Louis? What can you share with us about what’s next?   

Legally I cannot. However, I can say at this exact moment I have no real plans to leave STL. I hope that my journey continues to connect me to the community, however instead of on air, it will be online. If you know me at all, you know I live on social media and I hope to continue to do so. I also wouldn’t mind getting into the green space (Medical Marijuana) as I’m not just a patient, I’m an open advocate.

4. You really love this genre of music and supporting new and upcoming artists. How does it feel to connect so many Point artists with the listeners?

Truly the best! I had a couple pay for my drinks last week at a taco joint before the K. Flay concert. The couple had moved from STL to ORD, but still tuned into me, they heard of K. Flay from me years ago, and had flown in for her show (since she hadn’t yet announced dates closer to them). They said I also connected them to Grandson and Palaye Royale! What does it mean? It means EVERYTHING to me. I have always felt like my life purpose is to CONNECT others and working here has given me such a unique opportunity to do that in so many ways!

5. Tell us about how you use social media to connect with listeners.

I’m a LOT of things, so I allow anything that I don’t put on the radio to spill onto social media. I’m quite a bit uncensored online. These are sometimes the topics we connect most over…mental health, body image, and politics. I don’t talk about that stuff much on air, as I like to be an entertaining break from the stressors of the day, but on social media we dig in. Social media also for better two way communication, this is where I get most my feedback.

6. Your boss, Tommy Mattern expressed so much appreciation when you announced the news that you would be leaving The Point. He said, "Lux has been an integral part of The Point for the last 15 years as an on-air talent and content creator. She was at the forefront of our digital efforts as The Point’s first 'radio influencer.'" We have benefited from her on-air work, interviewing skills, and her social media presence. Lux will definitely be missed. She has yet to identify what her future holds, but I know she will be successful in whatever she chooses next." What will you miss the most?

I cried when I read his memo, Tommy is an incredible man to work for and an even better friend. I think I’ll miss being Lux from The Point. This station means something very special to this city. It is like a badge of honor to say I work here, instant street cred anywhere and with just about anyone. Honestly it will be hard to separate me from the brand…I have been eating, sleeping, breathing it for 15 years. I try and think of it as I’m turning in my all access pass for a lawn ticket, but we radio people know, the party is in the lawn and backstage is more work and less party these days!

7. This is an incredible opportunity for someone to step into your PM Drive role at The Point. Give us the 411 on a typical workday and hosting afternoons on The Point.

Ok this job is the best haha, I prep my show from home, so I roll in about 1:50pm, with Covid, I try to show up just after Donny Fandango has left. I play the best songs and giveaway the best prizes till 7pm. We are the only alternative station in the city and have been on-air almost 30 years, our audience LOVES us, so the next person who takes this job, is getting a golden ticket if ya ask me hah!

8. Tell us about what it’s like working with Tommy Mattern, Donny Fandango, and the rest of The Point team.

This is one of, if not the biggest reason for longevity…. this team. Tommy is brilliant, he hires mega talented people and then allows them the creative freedom to succeed. You can see that very evidently in myself, Tony Patrico, Moon, and King Scott…all of which worked our way up from promotions to full time air personalities. Donny keeps this ship running, he is the hardest worker, he is insanely consistent, detail oriented, and beyond passionate. If you like the way we mix Metallica into The Lumineers, it’s because of Donny. The Rizz Show gents have set the standard for exceptional programming and fan connection. I am fully aware I’m leaving the “Dream Team.”

9.  The Point celebrates its 30th Anniversary in 2023. You have been with the station for The Point’s formative years, which have gone to a whole new level ratings wise. How does that feel?

Crazy! I was such a fan of the station growing up. I bought my first Pointfest tickets my senior year of high school, to think of almost 30 years I’ve been here 15…. BONKERS. As for ratings, if you had told me in 2007 when #1 rates show had like 1.8% share, that we would someday hold 15-22% share…. I would have NEVER believed you. I still bug out every time we get our ratings. I know some of it is that we have no competing Alt station but even when we did, we still dominated. St. Louis is special in that we don’t have HUGE stars, movie or tv, no NBA or NFL….and we LOVE 90’s alt….so I don’t see the ratings changing when I go. I know STL will continue to tune in, me included.

10. You mentioned that your brother’s impeccable taste in music led you to The Point so long ago. Your first day on The Point was May 12, 2007. What stands out the most about that day?

My brother is 5 years older than me and as a child, I thought he was the coolest human to walk the earth, so him playing Bush, Smashing Pumpkins, Stone Temple Pilots etc. shaped me into the alt rock gal I am today! As for my first day…I met lifelong friends that day, and found a place I could call home. 

What are weekends like for you when you’re not in work mode?

I am the Public Address Announcer for our MASL team The St Louis Ambush, so I’m usually at indoor soccer games or medicating and playing with my dogs, lol.

What are your favorite places to eat in the area?

I’m a sucker for Imo’s pizza, I know I know….

Sports is big in St. Louis. Are you a sports fan?  Rank your sports teams in order of passion.

OH SNAP…. 1. St Louis Ambush 2.St. Louis City SC (2023) 3. St. Louis Blues 4. St. Louis Cardinals…. only because I’m a major soccer fan!

Favorite new band over the past year?

If you don’t listen to K. Flay and/or Grandson, you should!

Anything else you would like to add?

Not everything is roses in radio, it is with so much love that I say, The struggle for diversity isn’t new and it’s not fully being addressed. love to see the new wave of jocks be filled with the diversity that represents our audiences. 

Secondly, I hope to be listening for many years to come, I started as a fan, and will be one as long as there is a dial to turn. The evolution of the product of radio as we know it is in your hands.

Lastly, Grateful is the biggest understatement. This has been a dream come true, I’m so thankful for all of those who have been a part of the last 15 years of my life. Thanks for letting me share and overshare.