Townsville’s Pricey heads to the hammock after 32 years of Breakfast radio

Steve ‘Pricey’ Price of Townsville’s 102.3 Triple M Breakfast has decided he is “ready for more time in the hammock” after 32 mango seasons doing Breakfast radio. 

Announcing his retirement this morning, radio veteran Pricey thanked the listeners he shared special moments with over his career spanning more than 50 years. 

“I’ve laughed with you. I’ve cried with you, been petrified with you. I’ve heard your newborn baby cry. I’ve said farewell to those who have been a friendly, unnamed voice on the phone as they leave this life. I’ve seen the joy the tears, the loss, the gain of everyday life in this glorious city. I’ve shared the loss of both my father and my mother with you,” Pricey said. 

“I will never understand how I’ve been so truly blessed to be here. This colourful lover of North Queensland, this rather strange character, this Pricey, has decided it’s time to go searching, for Steve. To find more of life’s hidden adventures.”

“Sometimes, without a doubt, the hardest things we do are the things we need to do most.”

Pricey has been involved in radio since he was 17 and in Townville since 1982. 

He’s visited Aussie diggers deployed in Afghanistan and Jerusalem and stood strong for Townsville locals in times of crisis, helping with fundraising and community missions. 

In 2018 in recognition of his services to the community through his radio career, he was awarded the Medal of The Order of Australia (OAM). 

To get it all on paper, Pricey published his 200-page memoir called, The Price of Paradise, last year, which he describes as a love letter to North Queensland. 

SCA Chief Content Officer Dave Cameron said Pricey was not only a legend of Far North Queensland, but his legacy within SCA reverberated across the broadcast network. 

“His approach to delivering localism sets the precedent for all our Triple M stations in their respective communities, and my many chats with Pricey often over the last few years has always given me great perspective and huge admiration on his ability to engage and connect with his incredibly loyal audience. We will miss you on brekkie Pricey, and thanks for the multiple mango seasons of radio brilliance!” said Cameron.

SCA General Manager of Townsville and Mount Isa Shane Jurgens said in his 20 mango seasons with Pricey, they had laughed, cried, and spent a many a long lunch together.

“Over this time Pricey has educated me on the importance of connection to this amazing community with everything we do on and off the air. He has played a huge part in our lives when we needed a laugh, when we needed a friend or when we needed someone in our time of need,” he said.

“Everyone needs a Pricey in their lives! You are a true legend of radio my dear friend and I look forward to many more long lunches … on you!”

Pricey’s last Breakfast shift will be Christmas Day, but he will return to radio in 2024 for some smaller projects. 

“It’s not retirement, it’s rejuvenation.”

Listen to Pricey’s farewell here.

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Lukas Jon
8 May 2023 - 9:50 am

Wow, what a loss for Townsville!
Pricey is the master of localism, and always made you proud to live in North Queensland.
I worked in Townsville radio for 12 years and in all that time nobody in the industry had a bad word to say about him – he has so much respect from peers as well as the audience.
All the best in retirement Pricey – you’ve certainly earned it!

Darren Kerwin
8 May 2023 - 10:48 am

Amazing career and truly great broadcaster. What a dude.
Darren Kerwin.


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