Nevada City, CA — KVMR 89.5 Community Radio announces that Luis Estrada will join the station as its new General Manager beginning on Monday, March 2nd, 2026.
Estrada joins KVMR from KPBS, the public media organization serving San Diego and Imperial Valley, where he has spent over 11 years leading membership, fundraising, and on-air campaigns across PBS, NPR, and other providers. Estrada brings more than two decades of experience in mission-driven media, community engagement, and nonprofit development to Nevada County’s beloved community radio station.
KVMR’s Board of Directors shared their enthusiasm for Estrada’s appointment, noting his rare combination of public media expertise, fundraising leadership, creative vision, and collaborative management style. His experience building sustainable membership programs, leading cross-functional teams, and centering community voices aligns strongly with KVMR’s commitment to independent, listener-supported radio.
“Luis brings a deep commitment to public media, a collaborative leadership style, and a genuine respect for the role community radio plays in connecting people,” said Frank Williford, President of the KVMR Board of Directors. “We’re excited to work together to strengthen KVMR and our relationship with the Nevada County community and beyond.” Estrada joins an established team of talented staff at the radio station along with
In his long-standing role as On-Air Fundraising Manager and Senior Producer, Estrada oversaw the strategy, creative direction, and production of KPBS membership campaigns across television, radio, and digital media, while also managing gift fulfillment, volunteer coordination, and special programming. A seasoned public media leader, creative executive, and fundraising strategist, Estrada, most recently, served as Member Acquisition Manager and Senior Producer, developing innovative broadcast and digital strategies to grow membership, sustain revenue, and deepen audience connection.
In addition to his public media leadership, Estrada is the Managing Partner and Executive Producer of ES Creative Gang, a bilingual, full-service creative production company he founded more than 20 years ago. His work spans television, film, digital media, and nonprofit communications, with projects ranging from Emmy-nominated broadcast campaigns to feature films and international media initiatives.
“KVMR represents the very best of what community radio can be — local, independent, creative, and deeply rooted in service,” said Estrada. “I’m humbled and excited to join the KVMR team and look forward to partnering with the community in service of the mission. My wife Angela, our son Samual, and our dog Maxine look forward to days filled with music, quilting, and gardening, and being part of the incredible Nevada County community.”
Since 1978, when KVMR first began broadcasting in Nevada County from a shack on Banner Mountain, KVMR has been a radio station “by the community and for the community.” With more than 200 broadcasters between KVMR and its expansion station, KVMRx, the 501(c)3 nonprofit offers eclectic programming 24 hours a day, seven days a week.
As General Manager, Estrada will focus on strengthening KVMR’s long-term sustainability, supporting staff and volunteers, expanding community engagement, and advancing the station’s mission to inform, inspire, and connect Nevada County through diverse, locally produced programming reflecting KVMR’s mission to “connect, inform and empower our community by developing content that celebrates diversity in music and culture and fosters civic engagement and good will.
For decades, KVMR has woven together culture, independent journalism, and an extensive musical landscape, connecting the Sierra foothills to the wider world. KVMR invites listeners, volunteers, and community partners to join in welcoming Luis Estrada and his family to Nevada County and to the next chapter of community radio. For more information about KVMR visit kvmr.org.