10 Questions with ... Valeri Ferrari

BRIEF CAREER SYNOPSIS:

Started in San Diego (KCBQ), worked in Tahoe, L.A., San Francisco, Reno, and now back in Tahoe!

1. How did you become interested in radio?

Listening to the Boss Jocks on KCBQ, calling in for contests and requests.

2. Who were/are your mentors?

There are people from every station I've worked at, but Raina Malone with Lotus and Mike O'Malley with Albright & O'Malley & Brenner stand out.

3. How did the OM gig at KTKE come about?

Craigslist!

4. Tell us about the owner.

Joel Depaoli (JD) started with a one-hour rock show on the station and kept getting fired for playing KISS. Eventually he bought the station. He's got a big heart and loves skiing almost as much as he loves music.

5. How would you describe the music on the station?

It's a big library of music to keep you moving: Alternative, Rock, Americana, Blues and Funk. Lots of local and indie.

6. Tell us about the Tahoe area.

Beautiful, happy, healthy, active, great music and art scene. Lots of techies and dirt bag climbers.

7. What are some of your biggest challenges as an independent station?

We're small, so filling positions in an expensive market is tough. Explaining our format is a challenge, as is competing against larger markets for sales without having numbers.

8. What have been some of your biggest career highlights?

Creating and producing the first-ever 'Listener Appreciation Concert." Being inducted into the Nevada Broadcasters Hall of Fame. Working with St Jude and the Children's Miracle Network.

9. What is the one truth that has held constant throughout your career?

Having a positive outlook about change helps see where things are going.

10. Fill in the blank: I can't make it through the day without ...

... calling Tech Support

Last non-industry job:

Bar and restaurant consultant

First concert:

The Beach Boys

Favorite band of all-time:

Earth, Wind & Fire

What do you enjoy doing in your spare time away from work?

Getting outside with my family.