As a young man Ed Storey was hired by Cheyenne Frontier Days™ to be a messenger earning $5 for a two day job. He became treasurer for Cheyenne Frontier Days™ in 1920 and was promoted to Chairman in 1932 serving for three years. Under his leadership in the Depression Era Cheyenne Frontier Days™ was able to develop a budget cut costs recruit volunteers and bring Cheyenne Frontier Days™ out of debt for the 1934 show. Issuing $100 bonds Ed Storey purchased the first one creating popularity for them. According to the story after the 1935 celebration five of the rodeo volunteers gathered to relax. Ed stated “Aren’t we a bunch of heels to relax and do all this work gratuitously when others are paid?” Thereby the Heels was formed a group of volunteers dedicated to doing many tasks for the rodeo eliminating the need to pay employees. He voluntarily announced the rodeo for 27 years from 1926 to 1953.