(Hesperia) – After a month of all Christmas music, radio station 103.1 FM switched to playing “pure gold hits” from the 60’s, 70’s and 80’s.
In a statement released by the station’s management, they said that “The Route” will be a radio station dedicated to the High Desert’s affinity for “The Mother Road”, Route 66. The station’s music will bring listeners back to a time before I-15 was the way to Las Vegas. “The Route’s” playlist will be filled with songs that everyone knows and loves from the 60’s, 70’s and 80’s – the greatest hits of all time!
Harvey Wells, Market Manager for CBS RADIO Victor Valley said, “I’m very excited about it. When I got here in July, I was looking over the situation and it didn’t really feel like we had the right deployment with a sports/talk on the FM and the adult standards on the AM. We really felt this level of music should be on the FM and the talk should be on the AM.”
He continued, “I really wanted a station that could play music that would give people a little retrospective of what it was like to take a trip on Route 66. I’m from Chicago where Route 66 starts, and I’ve always had sort of an affinity for it myself – my family took a road trip when I was a kid. As soon as I found out that Route 66 played a role here it seemed obvious to link to two.”
Morning radio personality Steve Elliott moved his “Steverino in the Morning” program to 103.1-FM. Steve has been on the radio in the Victor Valley for over 25 years. “Steve’s very involved in the community, he has good relationships with the classic car clubs and things like that, so I hope we’re going to be a lot more involved in the community than we have in the past,” said Wells.
ESPN Sports/Talk moved to AM 910 and will continue to cover the Angels’, Lakers’ and Chargers’ games. Wells said, “We moved it to where I think it needed to be, on the AM. And it looks like we’re going to be doing Clippers games as well. The Clippers have suddenly become a big deal with them signing Chris Paul and a couple of other free agents. So we’re going to try get as many sporting events as we can.”
Wells also said that they are looking to add high school sports to the line-up on AM 910. “It’s the one thing that communities can come together on. So, if we can find the right people to do the play by play, we absolutely want to do that. I think nothing shows community support more than doing things for the kids.”
The reaction thus far has been overwhelmingly positive from all points of view, from the sports to the music to the Christmas music, according to Wells.
“We decided to change the format on the day after Christmas because, you know how milk goes sour very quickly?” asked Wells. “Well, Christmas music can go sour very quickly too. Although it was great, and we really enjoyed it. It was a great way to get awareness in the community to the new station.”
Wow! Good move. New life for 103.1 FM.