The founding of the Cheyenne Frontier Days™ volunteer organization, HEELs, is part of Cheyenne Frontier Days’™ legend. During the disastrous losses and economic hardships of the 1930s, a group of men decided to help make the event viable by volunteering their time to take over the duties of formerly paid contractors. In 1935, a group of those who had volunteered to help CFD cut their costs mentioned that anyone who did not continue to offer their time would be a “darned heel.” Later, Ed Storey mentioned “Aren’t we a bunch of heels to relax and do all this work gratuitously when others are paid?” The term stuck and since then, the group has called themselves HEELs.
With the HEELs fully engaged during the rest of the 1930s and 1940s, Cheyenne Frontier Days™ weathered several challenging years. Throughout it all, the HEELs maintained the professionalism and tradition of the rodeo. Their duties included managing the arena, timing events, producing the program, managing contestants, officiating track events, and serving as timers, starters, telephone operators, and judges, among other roles.
The Establishing HEELs are those individuals who became members under the original organizational bylaws and helped this prestigious organization grow. These members undoubtedly played a role in keeping Frontier Days alive through two troublesome decades. The Establishing HEELs included business and professional men, salesmen, ranchers, bartenders, and federal, state, county and city officials. They include: Edward T. Storey, Francis W. Fitch, F.B. McVicar, Emmett Storey, Ira "Townie" Townsend, John H. Bell, George F. Storey, Joe D. Lawler, D.E. "Woody" Woodson, Rudy J. Hoffman, Judge T. Blake Kennedy, James "Buck" Buchanan, Dr. W.K. Mylar, Al Mooney, Mort Nisbet, William F. DeVere, Charles W. Hirsig, Al Kay, James A. Storey Sr., Paul R. Hansen, William G. Haas, Judge John C. Pickett, James H. Walton, Fred "Beanie" Hirsig, Harry Taylor, Dorsey Morris, Frederick H. "Bunk" Porter, Sr., C.A. Black, Cal Holliday, Dan E. Rees, John J. McInerney, A.W. "Art" Trout, Frank H. Bell, W. Robert Dubois, Barney McGary, and Col. Douglas McEnery.
Since their first official meeting on March 29, 1936, the HEELs have grown to include volunteers from every Committee. Today, HEELs inductees must have been volunteers for a minimum of five years, be at least 21 years old, and have contributed exceptional effort to Cheyenne Frontier Days™. The dedication and knowledge of these volunteers has helped CFD immensely and have ensured its continuance to the present day.