Rose may be better known to longtime San Diego radio listeners as "Butch the Baker," an on-air personality who worked at Q106 and later Channel 933 while simultaneously building a cinnamon-roll business that began in San Diego more than three decades ago. According to the La Mesa Police Department, Rose was last seen at approximately 9am Friday, August 29, after leaving his residence in the area of the 5600 block of Amaya Drive on foot. Police subsequently released an updated surveillance image captured by a local business showing Rose walking southbound on Fourth Street from La Mesa Boulevard at approximately 9:18am Friday.
Rose is described as a 62-year-old Black man standing approximately 6 feet tall and weighing around 235 pounds. Police initially reported that he was wearing a dark shirt, gray shorts and black shoes, although the subsequent surveillance image appears to show him wearing a light-colored long-sleeve top with gray shorts and dark shoes. Authorities have classified Rose as an at-risk missing person because he has dementia and are asking anyone who sees him to immediately call 911.
News of Rose's disappearance has also begun circulating among San Diego's longtime radio community, with multiple people contacting SanDiegoVille asking for assistance spreading the word. One former colleague described Rose as a friend and former coworker and identified him as an alumnus of both Q106 and Channel 933. Another person who contacted SanDiegoVille immediately recognized him as "Butch the Baker" and recalled his connection to Homies Cinnamon Rolls.
Rose's career, however, stretches well beyond radio. According to a biography published on Rose's personal website, he served for seven years as a Galley Watch Captain in the U.S. Navy and worked as a diet technician at Balboa Naval Hospital. He also previously worked as a ship's baker aboard American Hawaiian Cruises, where he was responsible for producing pastries for passengers.
Drawing on that professional experience and his grandmother's influence, Rose says he founded Homies Cinnamon Rolls in 1990 using a homemade recipe. According to his biography, the fledgling company partnered with more than 20 7-Eleven stores during its first year before Rose opened his first storefront in 1998. The business eventually expanded beyond San Diego, with Rose later concentrating his efforts in Las Vegas.
His unusual combination of baking and broadcasting eventually gave rise to the nickname by which many San Diegans remember him. Rose's biography identifies him as "Butch the Baker" during his time at San Diego Top 40 station Q106. He later became part of Channel 933, now KHTS-FM, during the station's earlier years.
Rose also pursued acting. His biography states that he has been a member of the Screen Actors Guild since 1979 and appeared in the 1980 film The Hollywood Knights, as well as playing the lead role in an anti-drug film titled The Dugout. Rose also described himself as a frequent anti-drug speaker at San Diego schools. That long history in San Diego has given friends hope that someone in the community may recognize him as the search continues.
The most recent publicly released sighting places Rose near Fourth Street and La Mesa Boulevard at approximately 9:18am Friday, shortly after he reportedly left his home on foot. Anyone who sees Rose is asked to call 911 immediately. Information concerning his whereabouts can also be provided to the La Mesa Police Department at 619-667-1400, referencing case #26021231.
As of the latest information available to SanDiegoVille, authorities have not publicly announced that Rose has been located. This article will be updated as new information becomes available.
Rose's career, however, stretches well beyond radio. According to a biography published on Rose's personal website, he served for seven years as a Galley Watch Captain in the U.S. Navy and worked as a diet technician at Balboa Naval Hospital. He also previously worked as a ship's baker aboard American Hawaiian Cruises, where he was responsible for producing pastries for passengers.
Drawing on that professional experience and his grandmother's influence, Rose says he founded Homies Cinnamon Rolls in 1990 using a homemade recipe. According to his biography, the fledgling company partnered with more than 20 7-Eleven stores during its first year before Rose opened his first storefront in 1998. The business eventually expanded beyond San Diego, with Rose later concentrating his efforts in Las Vegas.
His unusual combination of baking and broadcasting eventually gave rise to the nickname by which many San Diegans remember him. Rose's biography identifies him as "Butch the Baker" during his time at San Diego Top 40 station Q106. He later became part of Channel 933, now KHTS-FM, during the station's earlier years.
Rose also pursued acting. His biography states that he has been a member of the Screen Actors Guild since 1979 and appeared in the 1980 film The Hollywood Knights, as well as playing the lead role in an anti-drug film titled The Dugout. Rose also described himself as a frequent anti-drug speaker at San Diego schools. That long history in San Diego has given friends hope that someone in the community may recognize him as the search continues.
The most recent publicly released sighting places Rose near Fourth Street and La Mesa Boulevard at approximately 9:18am Friday, shortly after he reportedly left his home on foot. Anyone who sees Rose is asked to call 911 immediately. Information concerning his whereabouts can also be provided to the La Mesa Police Department at 619-667-1400, referencing case #26021231.
As of the latest information available to SanDiegoVille, authorities have not publicly announced that Rose has been located. This article will be updated as new information becomes available.
Originally published on August 30, 2026.
