10 Questions with ... Vince Richards

1) What was your first job in radio and early mentors and influences?

First job was right out of high school at KHAD, a small AM in Desoto, MO. I was going to college and working in radio. Looking back at that time makes me appreciate where I have come from and what I've accomplished. My first big gig was in St Louis at KSHE. I was really young and basically grew up working and learning on the job. Guys like Rick Balis, who hired me, and Jim Owen, who was the PD when Rick left KSHE for a time, were incredibly influential. Every day I got to work at this great radio institution, and it was a great experience. Others would include Alex Demers and the late Mark Kopelman.

2) What led you to a career in radio? Was there a defining moment that made you realize "this is what I want to do for a living?"

I was a freshman in high school and I attended a college and career day. Early on, I decided I wanted to either be an architect or on-air radio personality. I took classes like mechanical drawing for architecture and speech/persuasive communications classes for radio throughout high school to see what resonated for me and had a passion to pursue as a career. Radio won out for a multitude of reasons and has been a passion ever since. The old adage you'll never work a day in your life if you love what you do is so accurate.

3) You spent quite a few years programming in Dallas and Houston. What are some of your fondest memories of rocking in Texas?

There are so many great accomplishments and memories in Texas. In Houston as OM, it was revamping KTBZ and turning it into the powerhouse it remains today. Many on the current staff remain and I'm so happy to see Elliott Wood killing it. In Dallas there are two instances that stand out. Bringing The Eagle (KEGL) back into the Active Rock format and re-establishing Lone Star (KZPS) as THEE Classic Rock station in DFW. I was really busy making changes when I arrived in Dallas. KEGL was La Preciosa for about two years when I accepted the OM job in Dallas. We flipped it back to Active and gave Dallas its heritage Rock station back. For KZPS, it was similar as we transitioned from the Americana "experiment" back to its true position and market dominance. Today, all these stations are doing incredibly well and I was fortunate enough to have been a part of it in my Texas career.

4) You took over the programming and operations in Sacramento in January of this year after Jim Fox left for Dallas. How has the transition to this new position gone for you and your family?

The reality is it's very stressful to move down the street. To move halfway across the country challenges every characteristic trait of your being. It all starts with my wife, who is the glue to the family. She is so strong, my backbone and biggest fan that allows something like this type of move to happen. When we talked about the move it was family first. What's best for the family in the long term? I moved to Sacramento first, with the rest of the family staying in Dallas so my son could finish 5th grade without uprooting him in the middle of the school year. So there were a lot of long stretches where we were separated, but in the long run it was for the best. Our pack is now all together and we are looking forward to experiencing everything Northern California and the West Coast have to offer.

5) While you oversee several stations in the cluster, let's focus on the Rock stations starting with Active Rock KRXQ (98 Rock). What makes this station so unique?

98 Rock is one of the most unique stations in the country, designed specifically for Sacramento and has been a powerhouse for decades. It is about consistency, evolution and personalities who are virtual legends in the market. It starts in AM drive with the dominant, longstanding "Rob, Anyone and Dawn" Show. After the RAD Show, the Mayor of Sacramento, Pat Martin, is a juggernaut in middays. Pat will be celebrating his 30th year on KRXQ and is the ultimate pro. We have "That Damn Show with Stroke, Mikey and Ian" in PM drive that has in the market for one year and is developing into a ratings magnet in a very short period of time. Music, branding and great personalities make 98 Rock.

6) Let's talk about the Rob, Anyone & Dawn show in mornings on 98 Rock. I've known these guys and the power their show has in several markets. Being Sacramento based, how much impact do they have in the market for 98 Rock?

Everyone in town knows Rob and Dawn. You can't dominate for as long as they have and not be staple points in the community. With all the success they have accomplished throughout the years, they are a very important piece to the 98 Rock brand.

7) What's your take on current Active Rock music and the Rock format overall?

Frankly, right now the music is mediocre at best. It's not a knock on the format or the artists associated with the format. It's in a tough cycle right now. Look at the charts and break out each song by daypart exposure. It's not a good sign when many of the songs on the chart are being played in nights and overnights. The format is hungry for songs that are more mainstream and palatable to a much larger audience than what is currently being produced. Many successful Active Rock stations have great talent coupled with a conservative approach to the new music right now.

8) Now let's talk about KSEG (Eagle 96.9). This station is at or near the top of the ratings in the Sacramento market. To what do you attribute its success?

The Eagle is an incredible radio station that is programmed by Brian Lopez. Brian has done an amazing job making The Eagle Sacramento-centric, designed to dominate by great planning, evolving and executing. There's a lot that goes into the secret sauce for that radio station and Brian has his staff dialed in to what makes it all work.

9) In April of last year, iHeartMedia launched a new Classic Rock station KYRV (93.7 The River). How has that station impacted both the Eagle and 98 Rock in the market?

Competition is great for all involved. It's great for the listeners and forces us as radio stations to be better at what we do. It was a complement for them to flip and lends to the domination that is The Eagle and KRXQ. When you have as much success as The Eagle and 98 Rock has had over the years, it only make sense that eventually someone would come after them.

10) Finally, with everything you have on your plate now, what do you like to do for fun and relaxation when you're not in "radio" mode?

Family is first and foremost. We spend a lot of time together and have a great time either at home or out exploring and living life. I'm a big sports fan and that's my passion and release outside of radio. For me it's all about quality, not quantity. I'm very particular about my time, how I spend it and who I spend it with at any given time. It has helped me prioritize my life in a manner that makes me enjoy my home, work and social time.