Larry Price's 91 years of shaping Hawaii's sports and radio legacy
Larry Price, a prominent figure in Hawaii's sports and broadcasting world, will turn 91 this year. Now cared for by his wife, May, he rarely ventures out these days. His career spanned decades, leaving a lasting mark on local football and radio.
Price first crossed paths with Bob Sigall in 1974, when he was head coach at the University of Hawaii (UH) and Sigall was a student. Years later, at a Honolulu Quarterback Club meeting packed with 250 people, Price surprised Sigall and his friend Randy Hiraki by greeting them by name. During that same gathering, he introduced his new 'Hula-T offense', calling it more than just a strategy—a spiritually meaningful state of mind.
After three years coaching at UH, Price shifted careers in 1977 when Cec Heftel hired him for public relations work at his TV and radio stations. By 1983, following Hal 'Aku' Lewis' death, Price and Michael W. Perry took over the morning show on KSSK. The duo stayed on air for 33 years before Price retired in 2016.
Price became famous for his quirky speech, filled with malapropisms and mispronunciations—dubbed 'Larry-isms' by Perry. One memorable moment came when he advised motorists during a tsunami to check the flood zone map on page three of their Hawaiian Tel phone book. His influence even led to Lynne Waters mistakenly calling Hawaii's governor 'Gov. Yoshi' after hearing Price use the nickname.
Price's legacy includes coaching, broadcasting, and a unique way with words that endeared him to listeners. Though now retired and living quietly, his impact on Hawaii's sports culture and radio history remains clear. His career reflects a life deeply connected to the community he served for so long.
