Board Member Profile

Land-Based Learning Board Member Lance Richard

Lance Richard


Vice President and Market Manager, Entercom Communications – Sacramento

Lance Richard is Vice President and Market Manager for Entercom Communications, the fourth largest radio company in the United States with 127 radio stations in 28 media markets. In Sacramento, his is responsible for managing five different radio stations that collectively reach over one million listeners each week.

Lance and his wife Debbie relocated from Chicago, IL, in August of 2014 and immediately fell in love with the city and region. Coming from a land of ice and snow, he was presented with several welcome surprises. Outside of the terrific weather and the obvious abundance of fabulous local wine, he found an exciting culinary scene fueled by the availability of fresh produce grown by local farmers working their land nine months of the year.

As the Market Manager for Entercom Sacramento, Lance has committed his stations to help Visit Sacramento tell the city and region’s story by creating EatFarmToFork.com.


“It’s not enough for our radio stations to just sell advertising. I believe we need to do our part to help raise the Sacramento region’s profile. By encouraging our listeners to share their fresh food experiences with friends and family living inside and outside of the Sacramento region, our community will be known nationally and internationally as the Farm-To-Fork capital of the world.”


Prior to relocating to the Sacramento region in 2014, Lance worked in radio in Chicago, Houston and Atlanta. He was raised in the great state of Alabama and earned a B.S. degree in Management from Auburn University. Lance and his wife Debbie, have been happily married for 28 years and are the proud parents of two adult children. Lance is an avid cyclist and can often be found pedaling on the American River Parkway. His favorite wine varietal is Barbera.