Ending The Ratt Race

Posted: Thursday, April 19, 2007 at 12:00 am
By: Doug Lund
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There are a few certainties in life; the sun will come up in the morning, the Vikings will never win a Super Bowl and Ratt Reno will be live on the air every day playing traditional country music at KXRB Radio.
Ooops..forget about that last one. 
At 67, my old friend and broadcast hero has decided to follow Hemmingsen and me down that dark mysterious road of retirement…sort of.  Ratt’s familiar voice will continue to be heard over KXRB..but his segments will be pre-recorded away from the studio.
Back in 1969, area AM radio stations pretty much focused on farmers, (WNAX) housewives (KSOO) and teens. (KISD).
No one had thought of..or dared to try..cashing-in on the fast growing country music market. No one until John Breece, that is. 
In February of that year, he exploded into the market with KXRB. It had a powerful signal, a powerful country-only format and a powerful team of disc jockeys that included Joe Morrison, Dale Thomas and, Ratt Reno.
So polished were these guys that from the very first day it sounded like the station had been on the air for years. Each had a distinctive voice, amazing knowledge of country music and a crazy sense of humor..the likes of which local radio listeners had never been exposed to before.
I listened to them all but liked Ratt the best. Anyone who can go through life with the nickname of a universally despised rodent is okay in my book. 
When I moved to Sioux Falls late in 1969, I bumped into Ratt during a break at a nightclub where he was playing drums with D.K. and the Coachmen. 
“I’m a big fan of your show,” I said. “I also play drums.” That’s when his eyes lit up. 
“Hey, D.K., say hello to Doug Lund..he plays the tubs with Ralph Lundquist and the Midwest Travelers over at the J&M..can he sit in?”
Sit in? I don’t want to sit in! But Ratt insisted and the next thing I know is I’m up on stage playing my radio idol’s drums on a Johnny Cash song.
Ratt Reno retiring from KXRB

A couple years later, I actually went to work for KXRB trying to sell radio advertising. 
I was terrible at it but did get a chance to hob nob with the on-air guys at the studio which at that time was a double-wide parked by the radio towers just east of town. 
The first time I delivered ad copy out to the trailer for them to record was nearly my last.
I’d always thought St.Bernard dogs were gentle giants. Indeed, when the KXRB announcers talked about their station mascot, Mama Cass, listeners imagined her to be this loveable lug ready to lick your face and give you a swig from the barrel of booze hung around her neck.But in real life..Cass was nothing like that and we were warned to call ahead and make sure she was tied up before going out to the studio. She had a reputation of treating strangers like chew toys.
As I was leaving and about to get into the car, I noticed Ratt standing at the trailer door with a big grin on his face. Then he said “SIC’EM!” 
At that moment Cass came charging out of the building like a grizzly on a salmon. 
It was like a scene out of the Cujo movie as this huge orange and white barking beast reared-up against the car with only an quarter inch piece of glass between his teeth and my head.
As I pulled away, I could see Ratt through my slobber-stained window, doubled over with laughter.
I hope to share that story and maybe a few more this Sunday afternoon at Roosters in Garretson where they’re going to roast Ratt in honor of his retirement.
The fun starts at 2:00 PM. Who knows, I might just bring the neighbor’s Rat Terrier along for revenge.

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