as they had been in the format since 1977. In addition, most AC stations across the country were declining in ratings during this time period, due to challenges while attempting to attract a younger audience. Alice 102 During the station's annual Christmas music run on December 22, 2010, KCKC began promoting "a new sound coming" on January 3, 2011. In addition, the station's website displayed a countdown clock to the announcement, which would take place that day at Noon. At that time, after playing "Same Old Lang Syne" by Dan Fogelberg, KCKC flipped to AAA, branded as "Alice 102". The first song on "Alice" was "The One I Love" by R.E.M. Initially, the format had a precise gold lean to it, mostly concentrating on rock music from the 1980s, and a wide library, with less of a focus on personalities. As the year progressed, with several music festivals hosted in the city throughout the year (especially the popular "Kanrocksas" festival at Kansas Speedway), the station added more current music. "Alice" competed with Entercom's modern rock KRBZ, Cumulus Media's classic rocker KCFX, and non-commercial AAA-formatted KTBG. During the station’s tenure as “Alice", KCKC's ratings would hang around the 2.5 share range (#15-16) of the market. KC 102.1 On January 27, 2014, Wilks registered the domain "KC1021.com", possibly signaling another format change or altering for the second time in three years. Three days later, Wilks registered "Alt102.com." On February 4, at 6:00 p.m., after playing Semisonic's "Closing Time", KCKC began stunting with a countdown to 3:00 p.m. the following afternoon, when the station flipped back to adult contemporary, branded as "KC 102.1". The first song on "KC" was "Get The Party Started" by P!nk. When the station relaunched its AC format, it featured the "More Music, More Variety, More Fun" slogan, as well as an emphasis on songs from the 1980s, including "Totally ‘80s Weekends" airing every weekend. The station also began to air all-Christmas music again, replacing sister station KFKF, who continued the tradition after the demise of "Star 102" three years prior. On June 12, 2014, Wilks announced that it would sell its Kansas City cluster (including KCKC) to Pittsburgh-based Steel City Media. The sale was approved on September 26, 2014, and was consummated on September 30. Shortly after the sale was approved, KCKC dropped the all-80s weekends, reduced its focus on 80s music and included more currents/recurrents in their