Geoffrey Chest Shiflet, affectionately known as Jeff, passed away peacefully on June 3, 2025, in Oakland, California, at the age of 77. Born in Robbins, North Carolina, on April 15, 1948, Jeff led a remarkable life rooted in faith, service, family, and an enduring commitment to community.
A proud veteran, Jeff’s early life was defined by his honorable military service—a foundation that shaped his sense of duty, discipline, and deep love for his country. But it was his passion for the rodeo that truly captured his heart. For 40 years, Jeff was a dedicated lover of the Bill Pickett Invitational Rodeo, where he served as the BPIR Oakland Coordinator and BPIR historian. His unwavering support and presence helped connect Oakland and surrounding communities to preserve and uplift the rich legacy of Black cowboys and cowgirls.
In 1979, Jeff married Margaret Johnson, and they welcomed a son, Christoper.
Professionally, Jeff began his media career with the Oakland Post as a marketing specialist. It was during his tenure there that he met Lu Vason, founder of the Bill Pickett Invitational Rodeo (BPIR). Initially approaching Lu to sell a marketing package to promote the rodeo, what began as a business pitch quickly evolved into a lifelong bond. That connection led Jeff to become an integral part of the BPIR family.
Jeff’s entrepreneurial drive, tenacity, and magnetic personality became the foundation of his professional success. He went on to establish his own companies—The Media J Group and Solutions Available Now—where his integrity, creativity, and leadership left a lasting impact. Through his ventures, Jeff formed meaningful partnerships and helped other community businesses grow and thrive. His legacy in media, marketing, and community engagement continues to inspire all who had the privilege to work with him.
While Jeff’s faith was quiet and steadfast, it was ever-present in his life. As a member of Allen Temple Church, he drew strength from his spiritual foundation and poured that strength into his community, always showing up with a kind word, a helping hand, or his large and warm smile.
Above all, Jeff was a devoted father and family man. He leaves behind four beloved children: Christopher JaMori Shiflet (Nicol), Tiffany Adams (Jesus), Nicole Holt, and David Scott Echols (Kaynell); his grandson, Christopher Jr., nieces and nephews, extended family members and friends who loved and admired him deeply.
He is proceeded in death by his father, James Clay Shiflet; his mother, Alvin Louise Shiflet and brothers Theodore (Nelson) Shiflet, Timothy Roosevelt Smith and Earl Shiflet.
Jeff’s family and friends were his greatest joy and most celebrated moments. Through his children, his values—of love, resilience, and generosity—will live on. All who knew and loved Jeff, will remember him with gratitude and celebrate a life, so richly lived.
Jeff often found strength and purpose in these words: “If I can help somebody as I pass along, then my living shall not be in vain.”
Indeed, Jeff’s life was never in vain. His impact, compassion, and spirit will continue to echo through the lives he touched. He will be deeply missed and forever remembered.
Rest in peace, our dear Jeff. You will never be forgotten.
