Who We Are

Our Business

Alpha Media is a diverse, multimedia company sharing your favorite music, sports and news across a variety of platforms. Whether it’s on your phone, desktop, tablet, smart speaker or in your car, our stations and websites will enhance your journey.

Alpha owns or operates 207 radio stations and 200+ websites serving 44 markets across the United States. In addition to the stations and websites, Alpha Media owns the intimate performance venues, Bloodworks Live Studio in Portland, OR; Alamo Lounge in San Antonio, TX; and StudioEast in Kenosha, WI. Strong relationships with clients and community members keep Alpha true to its Live and Local philosophy.

The Pack Leaders

Bob Proffitt

Chief Executive Officer

John Grossi

Chief Financial Officer

Larry Bastida

Chief Operating Officer

Bill McElveen

Chief Compliance Officer

Mike Hartel

Chief Revenue Officer

George Pelletier

Regional President

Phil Becker

Executive Vice President, Content

Susan Arville

Director, Human Resources

Mike Everhart

Director of Engineering

Bob Proffitt - Chief Executive Officer

In 2009, Bob became a part owner of Alpha Broadcasting, operating six radio stations in Portland, Oregon. Bob served as the president and chief operating officer until 2013, when L & L Broadcasting was formed. As president/chief executive officer of L & L, Bob oversaw the acquisition of 62 additional stations in 8 markets over a 12 month period.

In July 2014, Alpha Broadcasting and L & L Broadcasting merged to become Alpha Media LLC, where Bob continues to lead the company. Prior to Alpha Broadcasting, Bob was the president and chief operating officer of Citadel Broadcasting Corporation, which at that time was the third-largest radio company in the United States with 205 stations in 42 mid-sized markets.

Bob has served on the Board of the National Association of Broadcasters (NAB) and the Children's Cancer Association. He currently serves on the Pioneer Courthouse Square Board Executive Committee and as a Trustee of the NAB’s Political Action Committee, NABPAC. He is the proud father of four lovely daughters and lives with his wife in Lake Oswego, Oregon.

John Grossi - Chief Financial Officer

Prior to joining Alpha Media in January 2017, John led financial, strategic planning and operations teams for two Providence Equity Partners-backed media companies, first at BlueStone Television LLC as its chief financial officer and most recently at Newport Television LLC as its treasurer. Before joining BlueStone, John served as CFO and treasurer for KLT Inc., a subsidiary of Great Plains Energy Inc. Prior to KLT, he co-founded Cable Television System Consolidator and served as its CFO. John also served as vice president of corporate development at Northland Communications, a top 20 national cable television system operator. He began his career as an auditor with Ernst & Young.

John graduated with a BBA from the University of Notre Dame and received his Master of Business Administration from the University of Washington. He currently serves on the Finance Committee of Habitat for Humanity Portland and is a proud supporter of Blanchet House in their mission to provide food and shelter to the Portland homeless community. He enjoys spending active time outdoors, especially with his wife and two daughters.

John Grossi - Chief Financial Officer

Prior to joining Alpha Media in January 2017, John led financial, strategic planning and operations teams for two Providence Equity Partners-backed media companies, first at BlueStone Television LLC as its chief financial officer and most recently at Newport Television LLC as its treasurer. Before joining BlueStone, John served as CFO and treasurer for KLT Inc., a subsidiary of Great Plains Energy Inc. Prior to KLT, he co-founded Cable Television System Consolidator and served as its CFO. John also served as vice president of corporate development at Northland Communications, a top 20 national cable television system operator. He began his career as an auditor with Ernst & Young.

John graduated with a BBA from the University of Notre Dame and received his Master of Business Administration from the University of Washington. He currently serves on the Finance Committee of Habitat for Humanity Portland and is a proud supporter of Blanchet House in their mission to provide food and shelter to the Portland homeless community. He enjoys spending active time outdoors, especially with his wife and two daughters.

Larry Bastida - Chief Operating Officer

Larry joined Alpha Media in 2015 as EVP of Alpha’s western region and took on the additional role of chief operating officer in early 2019 in which he oversees the overall expense structure of the company, as well as focusing on the various aspects of the company’s revenue performance. Over his nearly 40 year career, he has served on multiple community and industry boards and advisory committees.

Larry first served as VP/general manager for KATT-FM/AM Oklahoma City, from 1989 to 2015. He oversaw the station’s growth into a seven-station power-cluster through three different ownerships: Caribou Communications, Citadel Broadcasting, and Cumulus Media.

Once an avid golfer, Bastida has chosen Palm Springs, of all places, to spend most of his spare time in the family kitchen where he pursues culinary pleasures and the occasional glass of wine with family and friends. His wife of over 25 years, Tricia, is the SVP/market manager of Alpha’s eight-station cluster in Palm Springs. The Bastidas are the proud parents of three daughters.

George Pelletier - Regional President

George Pelletier oversees 26 Alpha Media markets. At the young age of 26, George was named general manager of KMNS and KSEZ in Sioux City and since then he has been in various management positions, including sales and operations. He served on the Radio Advertising Bureau’s Small Market Advisory Committee from 2000-2005 and as chairman from 2003-2005. After working in Sioux City, Iowa and in Lincoln, Nebraska as a market manager, George was recruited by Waitt Broadcasting, where he was VP of sales, was promoted to EVP of operations and ran as many as 37 markets. He went on to start GoodRadio/TV as the COO, which became Digity. In 2016, when Digity’s 113 stations were acquired by Alpha Media, George remained with the company.

In his current position, George works with Alpha markets primarily located in the midwest. Most of George’s career has been with small to mid-sized markets focusing directly on sales and the strategic side of client marketing.

George lives with his wife in Omaha and has three grown children. He enjoys golf, fishing and hunting.

Bill McElveen - Chief Compliance Officer

Bill joined L&L Broadcasting in 2013, which then merged with Alpha Broadcasting to create Alpha Media in 2014, when he became Alpha’s executive vice president. In 2019 he was named president of Alpha’s eastern region and in 2020 added the role of chief compliance officer for the company.

With over 45 years in the industry, McElveen has held several C suite and senior executive-level positions at previous broadcast companies.

In 1972, he graduated from The University of the South, where he established the university’s radio station, WUTS. Bill served as Chairman of the Radio Board of the National Association of Broadcasters (NAB) from 1998-2000 and currently serves on the NAB Board of Directors; the Radio Advertising Bureau (RAB) Board; and as the Immediate Past Radio Chair of NAB’s Political Action Committee, NABPAC. In 1996, Bill became the youngest inductee into the South Carolina Broadcasters Association Hall of Fame. He received the Broadcasters Foundation of America’s Leadership Award in 2018, and in 2020, he received the SCBA’s Distinguished Service Award.

In his spare time, Bill enjoys traveling with his wife Katie.

Mike Hartel - Chief Revenue Officer

Mike is a 26-year media veteran who is focused on driving results for his clients and the communities Alpha serves. Before taking on the CRO role, Mike was the EVP of Alpha’s mid-Atlantic region, and prior to that was the SVP/market manager for Alpha in Columbia, SC. Previously, Mike worked for Curtis Media Group, Clear Channel Radio, and Katz Media.

Mike resides in Raleigh, NC with his lovely wife Kendal and their four children. Mike is currently serving on the Board of Directors for the Columbia Urban League and the American Red Cross of Central South Carolina. He also serves on the Marketing and Development Committee for the Greater Columbia Chamber of Commerce. In his “spare” time, Mike loves coaching his children’s soccer and football teams, and is an avid fan and supporter of the Special Olympics; the St. Baldrick’s Foundation; the Foundation of Hope for Mental Health; and any organization that supports our Military.

Phil Becker - Executive Vice President, Content

Starting in the audio space at 17-years-old, Phil Becker is a media expert with a demonstrated 25+ year winning history. He is a specialist at capturing attention and identifying and curating talent. Phil is known for his proven track record of idea generation, leadership, monetization, and futuristic thinking and planning. He is not only one of the industry’s premiere programmers, but is also the original architect of transforming YouTube talent into broadcasters. You can hear Phil in several industry podcasts where his innovation in syndication and visionary approach to music is featured. He is also the creator of Portland Pop-Up, known as the ‘Unconventional Media Convention.'

Before joining Alpha Media, Phil worked for Clear Channel, Citadel, and Cox Media, in addition to forming his own broadcast company. He has been with Alpha Media since 2014 and currently is head of all content for the company.

Phil, originally from Michigan, enjoys sneakers, interior design and travel. He is a proud father.

Susan Arville - Director, Human Resources

Susan took a very non-traditional path to a career in Human Resources. It included acting, news writing/broadcasting, and office management. In 1984, while working as a new anchor for a government run station, she lost her job when she protested against the Philippine Government.

Her 27-year human resources career started as a benefits and HRIS administrator for Mitsui OSK Lines out of New Jersey and later as director of human resources for Citadel Broadcasting Company. Susan’s guiding principles have always been steadfast; respect for the law, putting herself in the shoes of others and always doing the right thing. Within these confines, Susan has found a lot of room for creativity and expression and the satisfaction of making a difference for others.

Susan has lived in the Philippines, Canada, New Jersey, Ohio, and Nevada and she now resides in Portland, Oregon. She has hiked the 20-mile round trip to Havasu Falls, AZ carrying a 65-lb backpack and would do it again.

Mike Everhart - Corporate Director of Engineering

Mike Everhart has been director of engineering for Alpha Media since L & L Broadcasting merged with Alpha Broadcasting in 2014.

Mike began his career in radio in 1986, working in promotions, marketing, and on-air prior to taking an assistant engineer position with Ackerley Communications’ KGON/KSGO. He served in engineering positions with Progressive Broadcasting, Apogee Communications, Trumper Communications, Roy Park Broadcasting, Fisher Broadcasting, and Rose City Radio prior to joining Alpha Broadcasting in 2009. Mike is certified as a professional broadcast engineer by the Society of Broadcast Engineers and is a member of the NAB Radio Technology Committee.

Mike lives in Molalla, OR with his wife Denise and their strong-willed Irish Terrier, Aengus. They have one son and one grandson. Mike volunteers more than 1000 hours annually training firefighters and responding with the Molalla Fire District as a firefighter and EMT.