Richard "Dick" Rojas

1935 - 2021

Dick Rojas
Feb. 12, 1935 - Nov. 25, 2021
A big and generous heart stopped beating on Thanksgiving Day, but we can be thankful for the time we had with him.

Richard Raymond Rojas made his entrance in February of 1935, born in the front room of the family home on Costa Street in San Francisco.

He was 10 at the end of World War II and recalled collecting scrap metal and cans for the war effort. Ten years later he, himself was in the Army and fought the "Battle of Seattle," either peeling potatoes, driving his CO through Fort Lewis in a Jeep, or later manning the radar station. For the next 66 years, if asked his age, he would always deduct two years due to time served in the military.

Raised in The City, he knew every neighborhood and side street short cut only natives would know. He loved The City and was an historian without peer, often taking a car full of friends on a tour of the Outer Mission, usually ending up at the old Double Play saloon with all the classic pictures on the wall. You would be lucky to have him as your tour guide in any neighborhood. After Herb Caen died, Dick's friend Ed Addeo crowned him "the new Mr. San Francisco," and all his friends agreed.

After his discharge, he landed a job with Nabisco and began snapping up real estate, the mortgage being paid largely by multiple roommates paying rent. He courted and married his beloved Joan Olsen, his wife of almost 60 years, both proud Buccaneers from Balboa High School. Herb Caen once wrote, "Dick Rojas sez his wife Joan is Norwegian and wants to visit the old country, but he can't fiord it."

Dick moved into the media business with KGO radio and TV. When ABC-TV threatened him with a "promotion" to Chicago, he called his ad agency friend Ron Wren, who made him an instant VP, thereby allowing him to stay in SF. From there he later launched his own agency for the remainder of his advertising career, which never really ended. His telephone outgoing message still has, "Dick Rojas, Action Media."

Of his professional accomplishments, he would fondly recall the final send-off for Playland at the Beach. Dick was also proud of handling media work for five SF Mayors including Art Agnos, Frank Jordan, Diane Feinstein, Willie Brown, and Gavin Newsom. He loved his many years handling media for Disney, hosting the likes of Ray Bradbury on tour in SF. He always had a trade deal in lieu of cash that furnished plenty of restaurant meals, sports and entertainment tickets, and golf outings.

One could say he was in the OSS (Oh So Social). You would be hard pressed to find one more connected and social than he. Dick either organized or joined countless groups, generally the ringleader, making phone calls, setting agendas, raising money, getting participation for the Milline Club, L-Club, SF-Marin Cursillo, Club-Club, St. Ignatius HS Lunch Club (honorary member), the annual St. Anthony's Penny Pitch fund raiser, Chinezy Club, Marinvestors, the annual Dinkel golf tournament in Carmel, and the list goes on and on and on…

One thing can be clearly said of Dick: he was an eternal optimist, cheerful and uplifting, seeming to love everyone and see the best in others. He loved his Giants, as well as the 49ers and Warriors. In his later years when mobility kept him nailed down, he rarely missed a game. He loved his cars, and collected history books on San Francisco, coins, pens, …you name it.

Besides his beloved Joan, he leaves his daughter Joan Botel (Brian) of San Rafael; sons Rich (Debbie) of Sacramento; and Scott (Karen) of Savannah, GA, his 7 grandchildren, his brother John (Mercie) of San Rafael; and brother Ron (Liz) of Roseville. He is predeceased by son Martin and sister Sylvia.

The family will have a private burial and a memorial service at Good Shepherd Lutheran Church in Novato, on a date yet to be determined.