Rick Rendon

Outdoor Advertising Icon

By June C. Hussey

Tucson’s business community is mourning the loss of native son Rick Rendon, the outdoor advertising icon who made his living from road signs but fueled his zest for life with rugby; riding fences; his beloved daughter, Rachel; a little red wagon and much more. Rendon’s sudden death of natural causes left behind a wide circle of heartbroken family members, friends and business associates as well as his “great love,” Kathy “Kate” Stern.

At Rendon’s celebration of life planned by Rachel at Green Things, hundreds gathered to remember his kindness, generosity, companionship and good humor. A mobile billboard sporting his Juggernaut logo fittingly greeted guests, casting his impish smile larger than life. Dressed like Rendon, guests created a sea of starched white oxford button downs, cowboy hats and boots, madras shorts and flip flops, and Longhorns ball caps. KVOA news anchor Sean Mooney, who grew up admiring Rendon, told guests he intentionally wore black because, try as he might, he never could be like him.

The assembled cast of characters represented every facet of Rendon’s life. Some, like his father and brother, had known him since birth. Many worked with him buying or selling outdoor advertising from Whiteco Metrocom Outdoor, Outdoor Systems, CBS, Pan American and Juggernaut. Others knew him from Charro Rides, his volunteer work or weekly world problem-solving sessions in his backyard. Scrummers from University of Arizona and Magpies Rugby, neighbors, dates from past lives, even strangers he befriended on bar stools rounded out the mix. Following are some of their remembrances.

Chip Tolleson met Rendon in 1984. Rendon was with Whiteco and Tolleson was working for Outdoor Systems. “Rick affectionately called those days ‘the great billboard wars of 1984-85,’” reminisced Tolleson. They became friends, colleagues and eventually, in 2014, business partners in Juggernaut. Wherever they traveled for business in the U.S. or Latin America, Tolleson said he admired how Rendon always had a local contact to ring up for happy hour.

He will remember Rendon as strong, kind and most proud of being a dad.

Rendon loved the beach. Bobby Ventura said, “He was called the Mayor of Coronado Island, where he created many traditions with many new beach friends. He and Rachel used to go everywhere on that island with their little red wagon.”

That same little red wagon was happily spotted by friends in the spring of 2012 as Rendon pulled it uphill to a Kalil family Easter brunch in Sabino Canyon. Covered in red, white and blue campaign signs promoting “Dave Sitton for Congress,” it was outdoor advertising at its best. Sitton and Rendon were two peas in a pod. Strong – and strongminded – they both loved America.

Scott Peterson admired Rendon’s seemingly limitless knowledge on all topics big, small, odd, trivial and obscure. “Rick was a fountain of information; some of it accurate, some of it useful, and all of it entertaining. He was our Rickipedia!”

From 2008 to 2011, Rendon worked for Kalil & Co. brokering media mergers, acquisitions and divestitures. Company President Frank Kalil said, “Rick always said his first job was with a Kalil … my brother, John, when they were both kids in Junior Achievement … and his last job was with a Kalil as a media broker.” Kalil considered Rendon family and told him so just days before Rendon died. They both teared up, according to Kalil. “He gave me a kiss on the cheek and a big hug. That was the last time I saw him.”

Rendon’s great, late-life love, Kathy Stern, described him as “an incredibly kind and generous person, who loved with his whole heart.” He dubbed her “Kate” because, he joked, “Cowboys don’t date Kathys.” She said, “I was fortunate to be his partner in the last days of his life, and although our time together was much too short, we didn’t take a single moment for granted. I will forever be grateful for what we shared. Rick enjoyed life to the fullest and was never afraid to say what he thought or how he felt. For me, this is his legacy; live each day like it’s your last and always tell those you love how you feel.”