By Lori Leath Miller
The boats returned to the docks at A.J.’s Seafood & Oyster Bar just as they had thousands of times before. Captains tied off lines. Friends gathered along the harbor. Members of Destin’s fishing community exchanged hugs, stories, memories and some tried-n-true AJ’s barbecue. But this time, something was missing.
For the first time in more than four decades, the familiar voice that had become synonymous with the Destin Fishing Rodeo was not there to greet them.
On May 30, family, friends, anglers and longtime Rodeo supporters gathered at A.J.’s to celebrate the life of Bruce Cheves, the beloved Destin Fishing Rodeo weighmaster who passed away April 30 following a battle with cancer. As the sun began to set over our Destin Harbor and boats set out, the community came together to honor a man whose voice, humor and larger-than-life personality helped define generations of fishing memories.
For many, Bruce wasn’t simply the Rodeo’s weighmaster. He was the Rodeo.
The evening served not only as a celebration of Bruce’s life, but also as a reflection of the deep connections he built throughout the Destin community. Family members expressed gratitude to A.J.’s Seafood & Oyster Bar for its hospitality and support, to the crew of the American Spirit Party Boat for providing a meaningful burial at sea and to Father Mike Hesse for offering heartfelt prayers and words of comfort during the ceremony.
Throughout the evening, friends and family shared stories, laughter and memories that reflected the impact Bruce had on generations of captains, anglers and residents. The gathering drew a large crowd from across the Destin fishing community, a testament to how deeply Bruce was loved and respected.
For those who attended, the evening felt fitting for a man who spent much of his life bringing people together. In many ways, the celebration reflected the same sense of community that Bruce helped create throughout his decades at the Destin Fishing Rodeo.
The Voice of the Destin Fishing Rodeo
Born Feb. 21, 1951, in Monterey, Ca., Bruce grew up surrounded by coastal waters and developed a lifelong love for fishing and the sea.
That passion eventually brought him to Northwest Florida in 1977. After arriving in Crestview, he found his way to Kelly Docks and immersed himself in the traditions and culture of Destin’s fishing fleet.
Guided by local captains and inspired by the words of Capt. Bruce Marler — “If you pay attention, you will learn something every day” — Bruce devoted himself to learning every aspect of the sport, from weather patterns and moon phases to the instincts and knowledge passed down through generations of Gulf fishermen.
In 1984, Bruce began working alongside legendary Rodeo weighmaster Bill Sherman, learning the art and precision of official fish weigh-ins long before digital scales became common. What began as an opportunity to help soon became a calling.
Over the next 42 years, Bruce transformed the role of weighmaster into something uniquely his own. With trademark sayings that became part of local folklore, he entertained crowds while preserving the traditions of one of Destin’s most cherished events. Generations of anglers can still hear his familiar introduction: “From guppies to Godzilla, caught in a bathtub or a battleship … bring me a fish and I’ll make you famous.” And when it came time to officially record a catch, the harbor would fall silent as Bruce delivered the words that became his signature: “Time is!”
Throughout his career, Bruce 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.
Yet, statistics and records tell only part of the story. Bruce possessed a rare gift for making every angler feel important, whether they brought in a world-class catch or a small fish caught by an excited child experiencing the Rodeo for the first time.
More Than a Weighmaster
Bruce was a storyteller, historian, mentor and ambassador for Destin’s fishing heritage.
He loved sharing tales from local waters and adventures around the world. He encouraged young anglers, celebrated longtime captains and helped preserve the stories that shaped Destin into the “World’s Luckiest Fishing Village.”
Every Oct. 16 at 5 p.m., Bruce led a memorial ceremony at the Rodeo weigh-in barge behind A.J.’s to honor captains, anglers and friends who had passed away. The tradition became so meaningful that the City of Destin officially proclaimed Oct. 16 as Bruce Cheves Day in 2010.
His contributions extended far beyond the harbor. Bruce received the University of West Florida Presidential Medal of Honor for his decades of public service, philanthropy and dedication to preserving Destin’s maritime history.
To countless residents and visitors, however, his greatest contribution was something less tangible. He made people feel welcome. Whether standing behind the scales, swapping stories on the docks or encouraging a young fisherman with a first catch, Bruce embodied the spirit of Destin’s fishing community.
While Bruce’s voice became familiar to generations of Rodeo participants, those closest to him knew him simply as family and friend. He leaves behind his daughter, Brianna Cheves; 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 many dear friends who became family over the years.
A lifetime auxiliary member of Crestview VFW Post 5450, Bruce often said the Destin Fishing Rodeo community was an extension of his family. The hundreds of anglers, captains, volunteers and friends who gathered to celebrate his life would likely have said the same about him.
A Community Reflects
Since news of Bruce’s passing spread throughout the community, tributes have poured in from friends, family members and fellow fishermen whose lives he touched over the decades.
Mary Anne Windes shared a favorite memory from 1998 when her son, Capt. Trey Windes, dressed as Bruce for Halloween. “We shopped for days trying to find the perfect belt and shorts as Trey wouldn’t settle for ‘close enough,’” Mary Anne recalled. “Bruce was tickled pink. Rest in peace, Bruce! We love you, man!”
Richard Drago found comfort in one of Bruce’s most famous phrases. “I can imagine God, upon calling him home, said the same words we heard Bruce announce to the Rodeo crowd to mark the catch official: ‘Time Is,’” he wrote. “We know you were a big enough catch for heaven’s net to scoop you right up, my friend.”
R.J. Shelley remembered meeting Bruce shortly after Hurricane Opal in 1995. “I was a snot-nosed kid running around the docks most of my younger years,” she wrote. “I listened to countless stories and could listen for hours. Him and Ms. Helen Wren always kept a watchful eye on me.”
Longtime friend Jim Roberson reflected on the dedication many never saw behind the scenes. “Many don’t know of the many days over the many years that he stood in the rain, heat, worked around Hurricane Opal and performed with an unbelievable level of dedication to the Rodeo, the city and the sport he loved so much,” Jim wrote. “Too many stories to share here, but I pray his legacy lives on.”
Chester Kroeger recalled working with Bruce on a “Legends of Destin” T-shirt years ago featuring Bruce and the blue marlin he famously caught while traveling alone to Bimini in heavy seas. “Bruce truly is a legend in this community and his legacy will live forever,” Chester wrote.
For his nephew, Franklin Vaughn, the loss is both personal and deeply felt throughout the fishing community. “He was not only the weighmaster of the Rodeo, but a true icon of Destin,” Franklin wrote. “He is what made the Rodeo what it is today — a place where anyone can be made famous from guppies to Godzilla. It didn’t matter if you brought him a fish; he would weigh it, no questions asked. Destin will not be the same without him.”
Marina Point native Zach Vagias remembered Bruce as part of the fabric of the harbor itself. “He wasn’t just a weighmaster; he was an entertainer,” Zach wrote. “The best decision the Destin Fishing Rodeo ever made was naming Bruce Cheves as their weighmaster. He brought a color and personality it had needed for years.”
Photographer and friend Julee Dardeau shared a memory that perfectly captured Bruce’s sense of humor and warmth. “This Bruce with rainbow photo is a precious memory,” Dardeau wrote. “I remember running after him calling out, ‘Bruce, wait, wait, there’s a rainbow!’ He said, ‘I see it.’ I said, ‘But I want to take your picture with it!’ He said, ‘You do?’ Smile, click, we laughed. Thank you Bruce for all you gave, for your time, attention and caring. You enriched the lives of everyone fortunate enough to know you.”
“Time Is”
The fishing community will undoubtedly continue gathering each October to remember the captains and anglers who have gone before them. This year, however, one more name will be added to that list.
The man who spent decades honoring others will now be remembered alongside them.
And somewhere in the hearts and memories of those standing along the docks, the familiar words that echoed across Destin Harbor for more than 40 years will remain forever: “Time is.”
Publisher’s Note: Bruce’s family has requested any donations be made to the Destin History & Fishing Museum to help establish a permanent tribute by renaming the Rodeo Room the “Bruce Cheves Rodeo Room.”
From guppies to Godzilla, caught in a bathtub or a battleship … bring me a fish and I’ll make you famous!
