The Voice of Rodeo

Ferron Lucero Turned Rodeo Announcing into a Career

By Todd Fuqua

How does one go from majoring in computer information systems to a career as a popular rodeo announcer?

Ferron Lucero, Jr. (BS 04) said it was necessary.

“I was a team roper in college but didn’t go to any rodeos after I was done. I was told to announce a rodeo after not attending a team meeting, but I didn’t want to do that at all,” Ferron said. “I had a friend who announced, and it was cool to hear him do it, but it was nerve-racking when I tried it. However, it paid more than my work-study job, and I was hungry.”

He continued to announce for the next three years, appearing on Cowboy 101 on the Outdoor Life Network. Later, while doing the dishes in his house back in Portales, he overheard an announcer on TV and was impressed.

“I wanted to know who it was, and it turned out to be me, announcing the College Daze Rodeo!” Ferron said. “That’s when I realized I could do this for a living.”

He switched majors to a sports communication degree and now has an 20-plus year career of event announcing and promotion under his belt, working as the director of customer service and digital integration for the Equine Network.

He also returns regularly to Portales each September to announce the College Daze Rodeo at Lewis Cooper Arena. His profession requires much more than showing up to the mic and announcing; he also helps schedule the events and market them to the public.

Then there’s the announcing.

“You’re orchestrating the entire show. You’re making sure everyone knows who’s supposed to do what and when,” Ferron said. “If you do this enough, you get to know the contestants better and can put together notes about each one, which makes my announcing more interesting to the audience. It takes organization, and you have to have a rhythm.”

That rhythm is just as applicable to his career. When asked to announce, he can choose where he wants to work and set his price. It’s a luxury he has after 22 years in the business.

Ferron pointed out the contributions of Richard Rivera, production manager at KENW-TV; Charles Bennett (BBA 81), who tirelessly promoted him; and Arkie Kiehne, who kickstarted Ferron’s career with a trip to San Angelo, Texas.

“One day, someone told him I should get off the mic because they thought I wouldn’t make it,” Ferron said. “Arkie told that guy to get on the mic himself if he felt he could do it. Arkie was a big reason I wasn’t cut loose early on.”

“Announcing these events has been a blessing, but it’s only because of people like that who planted the seed and watered it,” he continued. “You have to have the breaks, blessings, and support.”

He’s passing that blessing on to the next generation as well.

“I have become a big part of families’ lives because of this job,” Ferron said. “I meet young men who remembered something I said or did at events when they were kids. They remember my work better than I do. It meant something to them, and it is gratifying to be part of that. It’s a great community to be a part of.”