Gregg Cassidy is a radio programmer best known in Colorado as the founding program director of Alice, the Denver station whose 1994 debut helped establish a new approach to adult contemporary radio.
Cassidy came to Denver from WLUM “Hot 102” in Milwaukee when Secret Communications prepared a new format for 105.9 FM. On April 20, 1994, after KBPI moved from 105.9 to 106.7, the vacated frequency became KALC “Alice.” Contemporary Radio & Records coverage identified Cassidy as the new station’s program director and described the format as an 18–34 female-targeted “Warp AC” service.
Cassidy developed Alice with Secret Communications executives Frank Wood Jr. and Chuck Finney. Rather than allowing a conventional music category to define the station, the team emphasized personality, production and what Cassidy called “stationality.” In a 1997 Radio & Records retrospective, Cassidy said the original concept was deliberately personality-driven and designed to let listeners form their own connection with the brand.
The approach combined adult-leaning alternative music with unconventional imaging and a highly visible personality lineup. The Alice name and variations of the format subsequently appeared in other American markets, making the Denver launch influential beyond Colorado.
Sources: Radio & Records, April 29, 1994 — Alice debuts in Denver; Radio & Records, May 30, 1997 — Gregg Cassidy on the Alice format.
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