Sue Kelly’s path to becoming the Director of Programming for Bonneville International’s FM100.3 (KSFI) in Salt Lake City is a testament to her passion for radio, commitment to the craft, and relentless dedication to local community engagement.
Her journey began in her first year of college, booking bands for student events while juggling a weekend shift where she grabbed satellite feeds and shadowed the station’s programming director. It was then that she fell in love with the magic of radio, with access to concerts and backstage passes being just a few of the perks of the job.
From that point, Sue knew she had found her calling.
What followed was a rapid ascension through the ranks of radio. She balanced hosting mornings while adding “music director” to her resume and soon after secured her first program director position. Sue credits her rise to a focus on quality, creativity, and a deep understanding of both sales and programming needs. Her unwavering passion for radio and commitment to the process helped guide her to where she is today—a position where she remains obsessed with perfecting the art of local radio.
Sue’s management style is rooted in finding A+ talent. “Dedication and passion are key,” she says. “The best talent knows their strengths and never loses sight of their listener.” Sue is also quick to point out that success is built on being coachable, team-oriented, and authentic. She’s drawn to individuals whose passion fuels their growth and keeps them constantly refining their craft, making them self-critics more than any program director ever could.
Beyond her role as Director of Programming, Sue emphasizes FM100.3’s deep connection to the community. As part of Bonneville, the station’s mission is to “build up, connect, inform, and celebrate communities and families.” The station is actively involved in initiatives that support local children’s hospitals, mental health services, and homeless shelters. This level of community service has earned the station multiple NAB Crystal Awards, a humbling recognition of its ongoing commitment to serving the Utah community.
Sue also acknowledges the changing landscape of radio and how the three-minute PPM rule has impacted station programming. “It’s changed how we pace things,” she admits. “But we don’t let it dictate the heart of what we do.” The key to staying fresh in this evolving market, Sue believes, lies in balancing tradition with innovation. The station’s ability to evolve, without losing its core identity, makes it stand out as a “unicorn in a flannel shirt.” Utah’s unique market is youthful and curious, eager for something new while still cherishing the music and culture they grew up with. Sue’s approach is to keep things fresh by fostering a uniquely Utah attitude—creating experiences that go beyond the radio waves.
As FM100.3 looks to the future, Sue is keenly aware of the challenges facing the radio industry. She sees a lack of risk-taking, with many stations playing it safe and sticking to the formula rather than embracing innovation. “Radio needs more risk-takers,” she says. “Empower local teams to lead with creativity—not just compliance.” For Sue, the answer is simple: Local, local, local. Empower programmers and talent to experiment, allowing radio to be “weird, wonderful, and real.”
Looking back on her career, Sue is grateful for the opportunities she’s had at Bonneville. “Syndication and scale have their place,” she says. “But there’s something irreplaceable about deep, local connection.” Her belief in the power of local radio is evident in everything she does, whether it’s working closely with listeners, organizing remote broadcasts, or creating live events. For Sue, true success is seeing that spark in the eyes of listeners when talent connects with them on a personal level.
Sue Kelly is a woman to watch not only for her innovative leadership in radio but also for her dedication to the craft, her community, and the power of local connections.
Follow Sue Kelly on Instagram @skelley1035arrow
