Willard Simms was appointed general manager of the National Western Stock Show in August 1955. During his term, he launched a program of expansion and improvement ranging from show ring enhancements to press relation improvements. With these changes, the stock show experienced its greatest growth in history: the new coliseum was built; the Denver Stockyards were acquired; and the Hall of Education, Beef Palace, Equine Center and parking facilities were added. During Simms tenure, educating the urban population became a major emphasis of the show. Simms became active in the organization of the rodeo managers and in numerous civic organizations including the Rotary Club and the Chamber of Commerce.