After stunting all weekend with a loop of Huey Lewis & The News’ “Back In Time”, Townsquare Media flipped Hot AC “Mix 97.3” KMXC Sioux Falls SD to Classic Hits “97.3 KKRC” at 10am today.

The new format is focusing on hits from the 70s through 90s and launched with Prince “Let’s Go Crazy”. The KKRC call letters were utilized in the market on 1230 in the 70s and 93.5 (now 103.7 KRRO) in the 80s with a Top 40 format. The station will retain its existing morning show hosted by Ben Davis and Patty Dee, midday host Karla Brown, and afternoon host Adam North. Townsquare/Compass Media’s syndicated The Night Shift hosted by Craig Allen is added for nights.

The move places Classic Hits on a full-powered FM signal in the market to go after Cup O’ Dirt’s “Sunny Radio 93.3” 1520 KZOY/93.3 K227CZ. The Hot AC format goes out with a 2.9 share in the Spring 2020 Nielsen Audio ratings flanking Townsquare CHR “Hot 104.7” KKLS-FM and its 7.1 share. KMXC had featured its Hot AC format since 1994.

Townsquare parked the KKRC call letters in Lake Charles LA in June 2019 and had registered the domain for this change back in July 2019. With the change KMXC has changed call letters to KKRC-FM.