Arizona PBS names Scott Woelfel new general manager

Woelfel brings four decades of broadcast and digital production experience to the station

Scott Woelfel, a media and journalism veteran with four decades of broadcast and digital production experience, has been named the new general manager of Arizona PBS. Woelfel was selected following a national search, which began after the station’s previous general manager, Adrienne R. Fairwell, departed last summer.

Woelfel, who takes the post January 22, comes from WABE, a joint licensee public media station, providing both PBS and NPR programming to listeners and viewers across Metro Atlanta. At WABE, Woelfel served as chief content officer and was responsible for the development of a vision and supporting strategies around the station’s content efforts. In that position, he oversaw the station’s broadcast operations, a 30-person newsroom, multiple daily local radio shows, a podcast studio, original video production, and digital staff.

In accepting the position at Arizona PBS, Woelfel wants to build on the station’s rich, six-decade history, while also leveraging the growing, dynamic nature of Arizona today, solidifying Arizona PBS as the state’s leading storyteller and trusted source of relevant information.

“People throughout our many communities trust public media to provide top quality programming, news, and other content to enrich their lives. I’m excited to lead an organization like Arizona PBS which has already proven to be such a valuable asset to our state and look forward to evolving and expanding how we serve that vital mission,” said Woelfel.

A member-supported community service of Arizona State University (ASU), Arizona PBS is an affiliate of ASU Media Enterprise, a nonprofit, nonpartisan collection of media outlets that empowers, engages, and educates.

Established in 1961, Arizona PBS is a trusted community resource and fosters lifelong learning through quality programming, in-depth news and public affairs coverage, and critical educational outreach services. As one of the country’s largest public media stations, Arizona PBS reaches 80% of Arizona homes and approximately 1.5 million households each week.

As general manager, Woelfel will report to Mi-Ai Parrish, who serves as managing director of ASU Media Enterprise.

“Throughout the search process, we sought both a change-maker and empathetic leader to take the reins at Arizona PBS; and, in Scott, I think we found both,” said Parrish. “I couldn’t be more excited for the future of this station; and, under Scott’s leadership, I know Arizona PBS will continue to serve the citizens of this state in new and exciting ways.”

In addition to serving as WABE’s chief content officer, Woelfel completed a stint as the station’s interim chief executive officer from 2020-2021. During this interim term, which coincided with the height of the COVID-19 pandemic, Woelfel managed a $15 million dollar budget, saw no staff reductions, and met all of the station’s annual budget targets.

Prior to his time at WABE, Woelfel worked for several digital strategy and design agencies. He also spent 15 years at CNN, where he began his career as a producer. During his time at CNN, Woelfel conceived and co-founded the network’s interactive online business, which became CNN.com and is now known as CNN Digital.

Woelfel earned a Bachelor of Arts degree in journalism from the University of Missouri’s prestigious Missouri School of Journalism. He’s also an active member of the community, serving on various boards and committees, including the Atlanta Film Society, VOX ATL, and the Atlanta Community Food Bank. Woelfel plans to relocate with his family to Phoenix in the coming weeks.