Ray Riordan jams on a cigar box guitar he made. Photo courtesy of Ray Riordan
The Estero Bay has attracted many life-experienced residents from afar willing to share their perspectives with those who grew up or relocated here. I believe together we can identify and preserve core values that will enrich this mutual paradise we all call home.
Morro Bay’s Ray Riordan doesn’t meet a stranger. He discovers new friends. We first met at an early gathering of community members hosted by Vistra Corporation. Randomly seated, we both represented media – he as director of sales with the SLO Tribune and I a columnist with the Estero Bay News. Our friendship blossomed later while serving on the Morro Bay Chamber of Commerce Board of Directors and sourcing musical talent for Morro Bay’s Family Fun Day.
For the past year locals and visitors have been introduced to Ray’s newest persona, Cigar Box Ray Riordan, when he shares his music Wednesdays at Tognazzini’s Dockside 2 or at one of the many venues he plays at. Check out performances at www.cigarboxray.com.
It was while exercising with his dog Abby that he took a fall that kept him off work for two months. Now with a more relaxed demeanor, he said, “I was forced to slow down, and music has always been my gift. When I returned 29 sales representatives had been cut. There was no one left to manage so I retired.”
Maggie Kovach and Dr. Brad Kovach. Photo courtesy of Ray Riordan
He admits it might have been a mixed blessing and he’s probably now living his best life, however, “I have to make sure I don’t make it a job. I tend to get totally involved trying to accomplish all it can be.”
Retirement commitments include reserving more time with Pam, his wife of 43 years and their family.
Ray grew up with music. At age 7, he and his brother Michael entertained the rest of the family. He played all through school, but always solo “…just to occupy my time and keep busy.” Throughout his career in sales management, he’d incorporate a musical tribute during training modulars, conferences and staff awards programs. In Morro Bay he found his musical friends who he’ll often coalesce entertainment at various community events.
Twelve years ago, he studied how to create a cigar box guitar and donated it as an auction item for a benefit. He was encouraged to build more. “I’ve built 147 so far. The largest bid was $6000 — obviously purchased to support the group more than the value of my guitar. I’ve learned to improve its sound over the years.”
Before COVID, Ray got to know many of the local musicians acting as musical coordinator for Savory Palette’s Thursday Open Mic Nights. Now, Morro Bay musician and good friend Jeffrey Allen Seals coordinates from 6-8:30 p.m. When called, however, Ray still finds talent for various events past and present like the Morro Bay Chamber of Commerce’s Avocado Festival and its holiday Shop Sip & Stroll.
Life was not always easy for the Riordan family. He was born in Chicago. When he was twelve his dad was promoted to an executive position and moved to Granada Hills, CA. The company manufactured electronics and musical instruments. After a year his dad had a heart attack and retired. His mother became his father’s full-time caregiver. “I was left pretty much alone to find my way.” In the ’71 earthquake their house collapsed, so they moved to Hemet for 2 years. “Once I graduated from high school, I left to attend college at Purdue and Indiana University.”
However, once he discovered sales was in his DNA, he “maneuvered a position with Shasta Soda which also distributed beer brands like Schlitz. That led to an exciting position and lifestyle with MLB and NFL talent Willie Davis at Willie Davis Distributing based in Watts, CA. And yes, Ray would attend and meet several of baseball and football’s greatest, but you’ll have to ask him who as the list was too long for me to include!
Success opened the door for a position with Miller Brewing, but Ray revealed, “After winning a top beer sales award my thoughts were about the good folks I had met working in Watts. I realized I was selling a product that was like pouring gasoline on a lighted match. So, I quit.”
His next career opportunity was family owned and operated. “My sister, Diane Cooper, was an associate dean of nursing at UCLA. My brother Dennis, who lived in Texas, knew nurses needed continuing education credits and decided to develop a magazine to support nursing education conferences. I joined to manage the sales and marketing for the magazine.” It would eventually sell and become even more profitable for Gannett as www.nurse.com. Ray stayed on until 2017 when the magazine sold again, and he joined the SLO Tribune.
He and Pam honeymooned for 10 years before birthing their twin daughters. She was a sought-after bookkeeper/accountant and worked for Verdin Marketing for several years. Their daughter, Katie, lives in Bellingham, WA and is a successful Doctor of Physical Therapy (DPT) and Maggie, their other daughter, is Director of Events with Downtown SLO.
Although retired, Ray will always be active in his communities. For most of his career it was part of his job in sales and then sales management. Today he continues donate his time believing a community is better when its citizens are involved to help leadership build a strong business climate and healthy and active living environment.
He spent years as a greeter for San Luis Obispo Chamber of Commerce’s Good Morning SLO. It was there he met Erica Crawford, then president of the Morro Bay Chamber. She convinced him to join Morro Bay’s board of directors. After a few critical changes that year on the board, he found himself learning many new management challenges as chairman of the board of directors. He’s continued to serve with both organizations as he transitions more of his time for family and musical activities.
I asked if he had any tips for job seekers looking at sales and marketing as their profession. He shared, “If you listen more than you talk, you’ll learn to hear exactly what the customer feels he/she needs to market their business. Most of all, if you or your company make a mistake, immediately own up to it and make it right for the customer.
Meanwhile, Cigar Box Ray Riordan believes his music has allowed him to de-stress. By experience he’s a believer that music will open doors for more conversations, business relationships and ultimately true friends.
