VILONIA When the opportunity presented itself, Brian Ratliff said he jumped at the chance to be toadmaster. And, hopes to remain in the position until he croaks.
This is 40-year-old Ratliff's 9th year as toadmaster. As "the toad ambassador" it is his job to spread cheer at the 27th annual Toad Suck Daze May 2-4 in Conway.
The rest of the year, Ratliff serves as principal at the Vilonia Primary School. During festival days, he turns in his dress slacks and white shirt for a green coat and pants, colorful vest and black top hat. He is quick to straighten out any and all newcomers to the festival ,who might think he is representing the leprechauns, that they are mistaken.
"I am the ambassador of toads and I refer to myself as the ambassador of fun," he offered.
His ride is referred to as the "toadster." Currently, he said, the outfitted golf cart is getting a makeover by the auto body shop at Conway High School in preparation for this year's event.
"It's getting a new paint job and they are creating a new top for it," he said. "I haven't seen it but I've got a couple of reports that it looks fantastic."
Ratliff said he has been in love with the festival since the first year of its existence. However, he was only in the eighth grade. Yet, he found a way to be involved when a teacher, as an art project, allowed the students to submit design ideas for the logo.
"I didn't win," Ratliff said. "It would have been a cooler story if I had."
Attending that first year, he said, it was held at Toad Suck Park on the Arkansas River and for several years thereafter.
"At first, it was very, very small but it was fun," he said. "When you got through, you could go fish when it was at the park."
When Ratliff was in junior high, his principal, Jim Stone, was serving as the first official toadmaster. The volunteer opportunity looked like a way to have a lot of fun and Ratliff had a desire to fill his shoes "someday."
Ratliff's first opportunity to actually be involved as a volunteer didn't present itself until 1991. He was teaching in Conway, and the parents of a student he taught, were bookstore owners. They asked Ratliff if he would read books and tell stories during the festival.
"Storytelling was my in as far as Toad Suck goes," he shared.
Ratliff grew up with an appreciation for storytellers and relished the opportunity to hone his skills. He shared that he inherited the love of a good story from both of his late grandfathers, F.R. Ratliff and Howard Wells.
"They were both heroes to me," he said. "And, any granddad that is a Baptist preacher (F.R. Ratliff) is a good story teller."
In addition to reading and telling stories, he also participated in the festival another way. He rode in the Tour De Toad Bike race riding 36 miles pedaling a used racing bike that he bought on Tuesday before the Saturday race.
"I was a little winded but I made it," he said. I didn't do that again."
As several years passed, Ratliff watched as others served as toadmaster. A yearning to serve in the position remained in his heart. He even took a leap one year and interviewed hoping for the opportunity to serve in the volunteer position but didn't get named.
Then the call came in 1999 while he was serving as assistant principal in Greenbrier. Clearing it with his wife Penny and the school's superintendent, he said, he "jumped" at the opportunity and he's been doing it since.
Ratliff is serving in his 17th year as an educator. Being an educator and toadmaster are fulfilling two of his dreams.
"I love kids and I love Toad Suck," he offered. The festival was started, he said, as a way to allow families to come together.
"Boy is it ever bringing families together," he said. Also, he said, the proceeds go to scholarships to attend local colleges.
"I'm an alumni of two colleges in Conway," he added.
When asked how long he intends to serve as toadmaster, Ratliff joked, "until I croak. When they asked me to do it, they said, three to five years. ... I'll probably do it at least until my kids are embarrassed because their dad is the toadmaster."
He hopes that will be several more years.
