The summer of 2020 will be remembered for many reasons as the world was working through a global pandemic with COVID-19. Massive amounts of the population felt isolated, staying indoors yearning for ways to connect with the outside world. For sports radio stations, there were no games to speak about. Stations instead became havens for engagement and lost connection, finding peace in the comfort of discussion. For Rico Beard, this was the moment where a phone call from Mike Valenti changed everything for the better.
“When Mike first called me, I’m like why do you need me? You already have the number one show,” said Beard about his initial phone call to join Valenti on Detroit’s 97.1 The Ticket. “It’s a lot different than I thought it was going to be.”
Beard was no stranger to Detroit sports media at the time. A native of the Motor City with two decades of experience covering local and professional sports. He hosted the popular The Spartan Beat podcast while working for Detroit Sports 105.1 and also brought a wealth of experience working in several television roles.
However, when Beard got the call from his friend Valenti, the interview process for the position was quite unique due to the circumstances.
“Our interview was literally myself and Jimmy Powers [97.1 The Ticket Program Director] side-by-side in a car to remain socially distant. We just rolled down the window and had an interview in the parking lot,” recalled Beard. “Their biggest concern was Mike [and I] think a lot alike. You both are Michigan State people. They didn’t want it to become ‘pro MSU, pro Sparty’ radio and it’s like that’s not really the case.”
Growing Into the Role With Mike Valenti
Concerns aside, Audacy gave the approval, and the duo eventually partnered up. Five years later, The Valenti Show w/Rico has continued to dominate afternoons in Detroit and has been one of the top-performing sports radio programs in the country. As Beard approaches his five-year mark with the program, he has seen his role transform over that time.
“My role has evolved from a sidekick to more of now actually a cohost. It was kind of bringing me along. I was learning all the ropes. They knew Mike, they didn’t know me,” explained Beard. “The audience has gotten to know me now. They realize that I have a voice, and I have different ways of seeing things other than how Mike sees them.”
Beard noted he’s often stopped by listeners saying they appreciate the fact he’s around to be a “perfect balance” to Mike Valenti. The longtime afternoon drive personality has made headlines over the years for his in-your-face and bombastic delivery to content, all while earning the respect of his peers and being considered one of the top personalities in the industry.
“I’ve learned with Mike; he’s a bit of a serial killer. No matter what happens, no matter how bad his day is. At two o’clock he’s on-stage, lights are on, and you can’t tell anything that goes on in his life,” noted Beard of his teammate. “For those four hours, it’s about the audience. He told me the audience doesn’t care how my day is going; they just want to be entertained.”
Carving Out a Unique Path in Motown
The city of Detroit has always had a very passionate sports audience. Loyal to a fault through good times and many more lean times. Known for the ‘Bad Boys’ of the late 80s and earning the nickname ‘Hockeytown,’ the market is home to teams in all four major sports and many alumni of the University of Michigan and Michigan State. Audacy’s 97.1 The Ticket serves as the only local option for sports conversation on radio, which Beard says is interesting based on the passion of the market for sports.
“I’ve often wondered why there hasn’t been [another sports radio station],” said Beard. “This is a city that has enough sports that you could have multiple stations. I guess they tried, but every time a station has come up, The Ticket crushed their dreams.”
With media consumption habits changing where more people are moving to an on-demand model, the pressure to provide key appointment listening is ever paramount. One way many sports radio stations enhance the appointment listening experience is through guest interviews. The Valenti Show w/Rico is one of the most listened to destinations in afternoons but doesn’t follow the model most of their contemporaries do.
“We don’t use guests. Guests normally come on the show, and they have an agenda. You’re never going to get the truth from a guest. You’re going to get whatever they want you to hear,” explained Beard. “We only have a guest if it’s going to bring some real information and not just what the PR team set up for them to say.”
Beard explained that the show’s approach is an honest one for the audience. When things are good, they’ll say things are good. When things are bad, they won’t shy away from the negative. However, by turning away any concept to challenge those who the program criticizes, Beard doesn’t feel the show is losing out on any opportunity.
“I don’t think that the teams would appreciate the challenge,” said Beard. “I think that they [the franchises] feel like certain dayparts would be more conducive to what they want… I don’t think they’re afraid to come on our show. I think the morning show [Costa & Jansen with Heather] and the midday show [Karsch & Anderson] are just more conducive to the type of things that they want to get out.”
The Valenti Show w/Rico does have guests on occasion appear on the program, but only in certain instances. There are no current contractual obligations with guest appearances during the daypart despite the partnerships the teams have with the radio station. Beard believes the goal is to get to the truth and facts of the matter versus filling time with hyperbole and useless opinion.
“There’s certain reporters that we like that tell us the truth and not necessarily tell the people what they want to hear,” noted Beard. “We’ll bring those guys on because we trust them and what they have to say. They won’t just spout the company line.”
Another unique feature of the program is the lack of social media use from the talent themselves. As social networks grow in users and engagement, both Valenti and Beard are very limited in how they approach using social media. With Valenti not active at all on key social platforms for the format, Beard has chosen a different route of approach.
“Social media is becoming a bit of a cesspool. It’s becoming a bit of us versus them. You almost got to be conscious of what you say so I’m not canceled,” explained Beard. “I like social media because it gives you instant access to news, so we know the latest things that are happening. That’s why I use social media not necessarily to interact with people.”
Paying It Back Building the Future
Instead of interacting with listeners on social media, Beard prefers being a mentor for the future of the industry. As a faculty member of Lawrence Technological University in Southfield, MI, Beard is a real-time member of sports media teaching audio for TV and video production.
“It’s my way of giving back. It’s my way of making sure that I get an imprint on the younger generation. So, when they come up, they’ll know the right way of doing things,” said Beard. “It’s kind of cool when you see one of your star students take off and they’re working in various places doing great things. Knowing that you had a hand in getting them where they are.”
For over 25 years, Beard has found his path to entertaining audiences in his hometown, carving out his own legacy in a town that prides itself on hard work. Five years after a phone call from a friend, Rico Beard finds himself as part of the pinnacle of sports talk in Detroit while paying it forward for the future leaders of the industry.
“We’ll just continue to build this thing and see how far we can take it,” Beard said.
Doing it his way. Doing it their way.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
