10 Questions with ... Rico

• KATD-A/Pittsburg, CA: Board-op. I pushed one button (to fire local stopset) three times during each Oakland A's game.
• KIOI/San Francisco, CA: Board-op for Don Bleu's morning show.
• KSTN-A/Stockton, CA: Started in overnights, eventually went to PM Drive. R.I.P. Knox LaRue.
• KWIN/Stoctkon, CA: Short stint in mornings before getting a programming opportunity.
• KWPT/Eureka, CA: PD/MD/mornings/Promotions Director/Sales Assistant/Head Janitor/Production-Imaging/Director...let's start over. Everything except General Manager or Receptionist.
• KHOP/Modesto, CA: nights
• Then I spent 3½ years in Denver in syndication as well as stints at Kiss FM/Denver and Magic FM/Colorado Springs.
• And now here I am at KEWB!

1. Why radio?

When I was very young (8-12 years old) my mom would listen to KRAK Country 1140 out of Sacramento while driving me to school. Joey Mitchell did mornings, and I remember hearing how much fun he was having. I just never imagined radio was something I could do as a job.

When I was in high school I started a video production company. I looked in the phone book and found a local radio station (KATD), and went down there and bought one... yes, one ad during an A's game. Cost me $30 and I received 2 new clients from that one spot. I was sold! I had been to that station quite a few times after that and was just amazed when I'd watch the DJs interact with listeners. One day my buddy Ray (KHOP/Modesto) and I went down there and asked how to get in radio. After many months of harassment I was offered a board-op position.

2. To date, what is the highlight of your radio career?

The highlight would probably be working for Chase Murphy during the launch of KHOP as an Adult Top 40. It was my first time being a part of a launch, and the strategy and guerilla marketing that went into it was a blast!

Also, being able to work with a living legend like Don Bleu was amazing. He is one of the most down-to-earth people I've ever worked with.

3. What was your last non-radio or record industry gig?

I was a manager for Hollywood Video. Free movie rentals, and double the money of my first full-time radio gig, but why? That was when employees had to wear bowties and vests... what was I thinking?

4. Tell us about your team at KEWB?

Mornings with Rico sucks. Jiggy holds down afternoons. This guy is a star! He just has it. He's also not a radio guy (yet), so he's my secret weapon. He thinks of things from a realistic perspective, so he's great to bounce ideas off of. Jose Ochoa is on-air and also handles mixshow duties. He's "the name" in town when it comes to DJing, so we're lucky to have him on our team. We also recently signed on a new female VO (Stacie B from Entercom/Greenville). We decided to have a female carry the station to not only add that female presence, but to also have our listeners' "girlfriend" talking between the records. We write to make her a part of the station.

5. How do you make KEWB stand out on the radio?

Taking events, local happenings, and news and making them our own. I don't know if he remembers saying it because it was in passing, but Dave Shakes once said, "Ask yourself how this idea/event would sound on the A/C station. If it would fit, start over until it's something you could only do on your station." So, when writing imaging or planning events, I often ask myself "Would this pass on another station?" It's a simple concept, but it's amazing what results you end up with.

6. Redding isn't exactly Las Vegas, glam-wise. How's the weekend club scene?

Says who? You've never been here. Ok, you're right. Redding has one club... literally. It's the biggest club in Northern California (1,800 capacity). We've filled it up with that many people, which is over 1% of our market's population. haha! There are quite a few smaller bars/club-like places that are popular. This market is more of an outdoor market. We are surrounded by lakes, mountains, terrain, and the Sacramento River runs right thru Redding. People bike, hike, boat, canoe, raft, ski, and anything else outdoors-y that you can think of.

7. How has your experience in marketing and promotion with a syndication company helped you as a programmer?

Lots! First off, when a syndicate is pitching me, I can talk their language. I also understand where they're coming from. More importantly, I had over 4,000 phone/email conversations with PDs during my time in syndication. Talk about hearing the best and worst of ideas from all over the industry? I got hundreds of ideas in my "stolen" bag.

8. What has been the most significant change in the day-to-day programming of your station since you started as a PD?

Five years ago you programmed music, wrote imaging, did cool promotions, and threw in an airshift. Now you have to keep your website updated/relevant, keep your stream content updated, distribute on-air content in all ways possible. And everyone is responsible for more things, so pawning off your duties to someone else is impossible.

9. Who is/are your mentor(s)?

Chase Murphy (PD, WFBC/Greenville) is a great mentor. He's part of the reason I'm here. His words were, "Dude! Take the gig. If you need anything, call me!" I bet he hates himself for saying that now. I went and got a Metro PCS endorsement so I could have unlimited calling to Greenville, SC.

Dave Shakes (Chief Programming Genius, Results Radio), is also great. I've learned so much from Dave; not only from what he says, but what he doesn't say. Wanna talk about king of the awkward silence? "Dave, what if we __________?" Then you get the stare for about 15 seconds while he waits for you to come up with an answer. At first it was weird, now it's brilliant. haha

I've also owe a lot of my knowledge and experience to Greg Mack (Owner, KVPW/Fresno). He gave me my first shot at programming, and was extremely patient as he taught me the secrets of music scheduling. Plus, you got to love a guy that promotes you to PD on your 21st birthday! Guess what I did that night?! Yep, that's right... had dinner and ONE beer at The Spaghetti Factory. Who's lame?

10. If you were to leave Radio and music today and you could choose any other occupation, what would it be?

It could be anything, but only if I'm self-employed. I have interest in various types of industries, but if I were to leave radio, I'd have to do it on my own. I've made too many people rich in my day... my turn cometh.

What's your favorite song that you are NOT playing right now?

I'm still stuck in love with 90s alternative rock. Nirvana, Green Day, and the like. When I want to escape from my playlist I actually turn on talk radio. I'm an information junkie, and love me some good news or talk programming. I would love to program a News-Talk station one day... on FM, though.