Choosing Opportunity with Larry Rohrer
Larry Rohrer was inducted into the South Dakota Hall of Fame in 2023 for his work in public broadcasting. His vision of public media has had an impact on every South Dakota high school, creating ahead-of-its-time coverage of events on the internet, and increased television broadcasts of high school athletics and fine arts.
This large-scale media partnership was the first in the nation and remains a point of pride. Rohrer is most widely recognized as a voice and program host on the South Dakota Public Broadcasting (SDPB) Radio and Television network but has an even greater impact on all South Dakotans through his innovations in media programming.
Larry joined South Dakota Hall of Fame Board Director Ann McKay Thompson to discuss his life’s work and the lessons he has learned along the way.
A Sioux Falls native, Larry attended Lincoln High School. As class vice president, he would occasionally read announcements on the school’s public address system. One principal commented, “You have a good voice for radio.” During college, he gave it a try and began part-time with KELO Radio in Sioux Falls. Later, he worked full-time as a news reporter, host, and program manager with KXRB Radio.
“You know, I was on what I like to call the 25-year plan with college,” laughed Larry while discussing his early years, “When I went back to college in the 90s, it was worth it for me, even at that age to finish my degree. I tell young people today, it will pay off. Even if you can’t see it now, do it.”
He became a fan of public broadcasting and after 15 years with commercial media, Larry joined SDPB in 1988 as Radio Program Manager. SDPB was a sea-change in media style and intent. Along with his work on public radio, he made his debut on public television during the state centennial celebration in 1989. Over time, SDPB watchers and listeners became more familiar with his voice and his signature mustache. His job evolved to Radio Network Manager, Director of Internet Services, and later, Director of Content, and Assistant General Manager.
Larry’s outreach for arts organization partnerships has supported hundreds of concert programs from the South Dakota Symphony, Black Hills Symphony, local and regional musicians, and online distribution of the Levitt concert season for South Dakotans to access wherever they live.
Larry’s passion for connecting South Dakota in the digital landscape has shown him the power of being able to do anything from right here in South Dakota.
“This is where you should look first if you have an idea,” said Larry, “it can be more personally rewarding, along with being professionally rewarding at the same time.
Larry has also been recognized for service to WWII Veterans by military service organizations in the state. In 2008, along with David Landry, he co-founded and created “Honor Flight South Dakota” where he served as board chair. In the next three years, the group raised nearly two million dollars to facilitate a two-day trip for 1,400 South Dakota WWII Veterans to visit their national WWII memorial in Washington D.C. Outside of his family, Larry considers it one of the most rewarding things he has ever done.
While concluding his conversation with Ann, Larry shared two pieces of advice,
“Say hello to as many people as you can, and say thank you to anyone who is helping you with something that day.”
To learn more about Larry Rohrer’s impact on South Dakota, visit his legacy page here.