Bruce Cheves

Bruce Cheves, born February 21, 1951, in Monterey, California, passed away April 30, 2026, in Crestview, Florida. For more than four decades, Bruce was the voice, heart, and spirit of the Destin Fishing Rodeo, serving as its beloved weighmaster and captivating generations of captains, anglers, and spectators with his storytelling, quick wit, and unforgettable trademark calls: “From guppies to Godzilla, caught in a bathtub or a battleship… bring me a fish and I’ll make you famous,” and the iconic, crowd-silencing proclamation, “Time is!”

Raised among the tide pools and coastal waters of Monterey, Bruce developed a lifelong love for the sea at an early age. That passion led him to Crestview, Florida, in 1977 and soon after to Kelly Docks in Destin, where he immersed himself in the traditions and culture of Gulf Coast fishing. Guided by local captains and inspired by Captain Bruce Marler’s words, “If you pay attention, you will learn something every day,” Bruce devoted himself to mastering the craft — learning weather patterns, moon phases, barometric changes, and the instincts of seasoned fishermen who relied on experience rather than electronics.

Bruce began helping at the Destin Fishing Rodeo in 1984 under legendary weighmaster Bill Sherman, learning the art and precision of official weigh-ins using pre-digital beam scales. From his very first hushed “Time is…” on Moreno Point, Bruce became known as the Rodeo’s “Wandering Weighmaster,” presiding over thousands of weigh-ins and turning each catch into a story worth remembering. Over the years, he announced more than 20 world-record catches, including an 8.9-pound pompano, a 39-pound red grouper, and a 54-pound kitty mitchell. He also witnessed and announced every Destin Fishing Rodeo record catch since 1984, including a 70.2-pound grouper, a 111.6-pound amberjack, and a massive 358.8-pound warsaw grouper.

A gifted storyteller and passionate ambassador for Destin’s fishing heritage, Bruce entertained audiences with tales from waters around the world while championing youth fishing programs and preserving the traditions of the Gulf Coast fishing community. Every October 16 at 5:00 p.m., he led a memorial ceremony at the weigh-in barge behind A.J.’s Seafood & Oyster Bar to honor fallen captains, anglers, and friends — a tradition so meaningful that the City of Destin declared October 16 “Bruce Cheves Day” in 2010. In recognition of his decades of public service, philanthropy, and dedication to preserving Destin’s maritime history, Bruce was awarded the University of West Florida Presidential Medal of Honor.

Bruce was preceded in death by his parents, Frank and Jean Cheves; his beloved aunt Pauline; and his dear friend Jenny. He is survived by his daughter, Brianna Cheves; his sisters, Sharon Ralston and Linda Hughes (Bruce Bishop); nephews Franklin Vaughn (Stephanie), Tyler Dunn, Evan Dunn, Zack Dunn (Patricia), and Ian Dunn; niece Cat Grey and great-niece CJ; as well as cherished friends Kurt and Donna Ausburn, Amy Hartmann, Helen Donaldson, and Ann White. He was a lifetime auxiliary member of Crestview VFW Post 5450 and considered the countless Rodeo captains, anglers, volunteers, and friends he met along the way to be part of his extended family.

Legacy & Donations - In lieu of flowers, the family requests donations be made to the Destin History & Fishing Museum in Bruce Cheves’s memory to help establish a permanent tribute by renaming the Rodeo Room the “Bruce Cheves Rodeo Room.”

Please make checks payable to: Destin History & Fishing Museum c/o Destin Fishing Rodeo P.O. Box 296 Destin, FL 32540 Suggested memo line: In memory of Bruce Cheves — for the “Bruce Cheves Rodeo Room.”

The family asks that friends and community members continue sharing memories, stories, and condolences with Brianna and the Cheves family. Bruce’s legacy will live on each October 16th, when the fishing community gathers once again to honor the man whose voice became the soundtrack of the Destin Fishing Rodeo.

"Time is"

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