Meet Sergio Robles, Omaha’s beloved firefighter and radio host keeping Mexican traditions alive while serving the community for over 40 years.
Originally published on December 29, 2024
By Karlha Velásquez
When people in Omaha speak about Sergio Robles, it’s with the kind of admiration reserved for cultural pillars. Known affectionately as El Tapatío, Robles—born Sergio Martín Robles Maya in Guadalajara, Mexico—has long been a beloved figure within the city’s Hispanic community. With deep roots in Mexican traditions and an unwavering commitment to rural values, he blends urban life with a countryside spirit, becoming both a protector and promoter of Latino culture.
A Voice for Tradition in Modern Times
Robles wears many hats—radio personality, firefighter, and cultural advocate—but at his core, he considers himself a “man of the land.” In Mexico, the term “alma rural” refers to those shaped by rural life, and Robles embraces that identity fully. For more than 40 years, he has been a steadfast presence in Omaha, educating residents about fire safety while also fostering cultural pride.
On May 3, 2024, his decades of community service were honored by the Mexican government. At a ceremony led by Consul Jorge Ernesto Espejel Montes, Robles received the prestigious Mexicanos Distinguidos (MXDG) award, acknowledging his efforts to elevate and protect the Mexican heritage abroad.
“Many of us come from countries where basic safety tools like smoke detectors aren’t common,” Robles explained. “Fires often start in the kitchen. Education has been one of the fire department’s most powerful tools.”
From Guadalajara to the Great Plains
Robles was raised in a family that cherished horses and charrería, a traditional Mexican equestrian art often regarded as the nation’s oldest sport. These customs shaped his childhood in Guadalajara and continue to define him today. At 16, he migrated to Nebraska in pursuit of new horizons—and ever since, he has balanced his love for rural traditions with the rhythm of city life.
Although he doesn’t consider himself a full-fledged charro (Mexican cowboy), Robles holds a deep respect for the practice. “I may not master all the techniques, but the world of charrería has always moved me. Even the scent of horses brings a sense of calm—it’s like breathing in home,” he said.
During celebrations of Mexico’s Independence Day in Omaha, Robles is often seen proudly parading through the streets on horseback, waving the Mexican flag in honor of La Raza.
A Life of Many Talents
From a young age, Robles followed his father’s advice: learn a bit of everything. That philosophy led him to a diverse skill set. He’s worked in packing plants, hauled freight in semis, and is even trained in electrical work.
Radio, however, has always been close to his heart. His media career began thanks to Rubén Madrigal, a friend and mentor who invited him to co-host a Spanish-language program at the University of Nebraska at Omaha. Inspired by an uncle with radio experience, Robles was ready for the mic.
Their show, La Hora de los Grandes, aired on 1020 AM and celebrated classic Mexican musicians. Robles co-created the program with Manuel Alférez and later transitioned to El Patrón 102.3 FM, where he’s remained on the airwaves for over two decades—even while balancing his responsibilities as a firefighter.
Always There for the Community
Beyond his work in media and public safety, Robles is known for his generosity. Whether creating community-centered radio programs like Conexión con la Comunidad or simply helping a neighbor in need, his actions speak louder than words.
When asked how he hopes people will remember him, Sergio offered a simple but powerful answer: “As the guy who took off his coat to keep someone else warm.” It’s a reflection of a life spent protecting, supporting, and uplifting those around him—from the firehouse to the airwaves, and beyond.
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