Remembering Ratt Reno – A South Dakota Radio Legend

The South Dakota broadcasting community is mourning the loss of a true original who was a cornerstone of KXRB from its very beginning. Ratt Reno passed away early Saturday morning, May 2nd, at the age of 86.

Ratt's history with the station was there from day one; when KXRB first signed on the air in 1969, Ratt was the second announcer ever heard on the station's airwaves. That moment marked the start of a legendary run that spanned five decades. From those early days in the late '60s through his retirement in the mid-2000s, Ratt’s voice was the defining soundtrack for country music fans across the region.

While his daily sign-offs ended nearly twenty years ago, the impact he made remains a vital part of our station’s identity. Our thoughts and heartfelt condolences are with his wife, Laurie, and the entire Reno family as we celebrate a truly one-of-a-kind life.

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Beyond the microphone, Ratt was known for a razor-sharp wit that could catch a listener (or boss) off guard in the best way possible. He was a bit of a rebel, both on the airwaves and behind a drum kit, playing with local legends in his spare time.

That dual life as both a musician and a broadcaster gave him a unique edge; he didn't just play country music, he lived it.

To truly understand the impact Ratt had on the station, you have to look back at the years spent behind the console and on the road with the people who led the way. Longtime market leader Don Jacobs shared these reflections on the man who was there from day one:

Football had Tom Brady! Basketball had Michael Jordan! Country Music had Johnny Cash! KXRB Radio had Ratt Reno.
I had the pleasure of working with Ratt Reno for 30 years. He loved country music, and he loved our KXRB listeners even more. Ratt knew how to make every listener feel special, whether they called in to request a song or they showed up at a KXRB live remote broadcast.

When I was the manager of KXRB, Ratt gave me the nickname on the radio of “High Pockets McStingy.” The listeners loved it. Ratt did some things on KXRB that he shouldn’t have, which made my hair turn gray, but I knew it would make our listeners talk, and they would tell their friends, “Did you hear what Ratt Reno did?” How could I tell him NOT to do it again? KXRB’s huge coverage area created an enormous fan base for Ratt. It was normal for people to show up at a KXRB live remote broadcast and find out they drove over 100 miles to meet Ratt.

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Ratt, you were one of a kind. Thanks for being a part of our KXRB family for so many years.
I will miss you! — “High Pockets McStingy”

The connection Ratt had with his audience wasn't just about the music; it was built on a foundation of absolute trust with his listeners. As KXRB Business Growth Specialist Jeff Hauge puts it, Ratt's "believability" was simply off the charts.

"When Ratt would do a live ad, he had such authority and trust with the listeners that if he told them to jump, they'd ask how high", says Hauge. "People didn't just listen to him - they believed in him."

The sentiment of Ratt's impact is shared by many who followed in his footsteps at the station. Former KXRB Program Director Randy McDaniel, a favorite of many longtime listeners himself, worked alongside Ratt during the final years of his storied career.

"It's fair to say KXRB wouldn't be KXRB without Ratt Reno. From the early days of the station, there was Ratt, and his legacy lives on, echoing across our airwaves still.

What was the secret to his success? I believe a big part of it was this: Listeners became fans and fans became friends. I was privileged to call Ratt a co-worker. I was honored to call Ratt a friend."

As the current Brand Manager of KXRB, I never had the opportunity to work alongside Ratt, but I feel his legacy every single morning when I sign on at 6:00 a.m. You can't walk through these halls or sit behind this microphone without feeling the foundation that a pioneer like Ratt laid down decades ago.

Ratt Reno was a reminder of what local radio is when it's at its best: a neighbor, a friend, and a voice you can trust. He was a 'Real Country' original, and while he may have signed off for the final time, his echo will be felt across the South Dakota airwaves for years to come.

Rest in peace, Ratt. Thank you for showing us how it's done.