Bruce Sims

Bruce Sims, 76, of Leawood, Kansas, passed away peacefully on September 7, 2025, surrounded by his family.

Born on April 16, 1949, in Mexico, Missouri, to E.J. and Margaret Sims, Bruce grew up in Paola, Kansas, where he forged lifelong friendships. He excelled in athletics, earning the nickname “The Truck” for his strength and determination on the football field, and also competed in basketball and American Legion baseball. Beyond sports, Bruce’s wide range of talents included singing with the Madrigals choir. After high school, he attended Baker University, an accomplishment that set the stage for a successful career built on his natural gift for connecting with people.

On June 6, 1970, Bruce married his high school sweetheart, Vicki, beginning a lifelong partnership filled with love, laughter, and devotion. Together they built a family and a life that brought Bruce his greatest joy.

Bruce was, at heart, a salesman who loved building relationships. He started his career as a delivery driver for Coca-Cola; a job he appreciated for the opportunity to meet many different people and businesses. He then worked for A&W Root Beer, where he made strong connections that would open doors for future opportunities. Bruce returned to Coca-Cola USA, where he spent many years traveling and attending memorable networking events. He especially loved attending trade shows, often saying, “It’s never work if you love what you’re doing.” Later, he ran the 7Up bottling plant in Salt Lake City, Utah. Upon returning to Kansas City, Bruce pivoted to the injection molding industry, serving as President of PackerWare in Lawrence, Kansas, and later as Executive Vice President of Berry Plastics. In these roles, he was highly respected for his deep industry knowledge and was known for his enthusiasm in closing the next big “cup deal” with stadiums, parks, restaurants, and major retailers. Retirement never quite stuck, and Bruce went on to become a Partner at Cinema Scene Marketing. There, he cherished the opportunity to work alongside his daughters and his team, often reminding everyone “you gotta have fire in the belly” and that “there’s magic in the movies.”

Bruce lived a full and active life outside of work as well. He loved to travel, hunt, fish, and golf, and was a fan of all sports—especially the Kansas City Royals, proudly holding season tickets for many years. One of his fondest memories was celebrating his 50th birthday with a trip to Cooperstown, fulfilling a lifelong baseball dream. Always ready to lend a hand, Bruce volunteered for everything from Boy Scout fishing derbies to pinewood derby cars with his grandsons, and charity events for friends.

His greatest joy was being “the best backup guy” for his beloved grandchildren. He took pride in picking them up from school, cheering them on at games, running errands, and giving the best hugs. They will remember batting cage outings, Dairy Queen runs, trips to Menards and the car wash, and how he always handed over the spare change in his pockets for their piggy banks. His presence in their lives was a gift they will always treasure.

Bruce is survived by his devoted wife of 55 years, Vicki Sims; daughters Neely Schiefelbein (Scot) and Lacey Gruenebaum (Andrew); and four cherished grandchildren: Chance and Ella Schiefelbein and Gibson and Jolie Gruenebaum; and brother Phil Sims. He was preceded in death by his parents, E.J. and Margaret Sims, and his brother, Thad Sims.

Known for his vibrant personality, mentoring spirit, and ability to strike up a conversation with anyone he met, Bruce will be remembered as a man who lived life with energy, kindness, and heart. His laughter, wisdom, storytelling, and memorable “Bruce-isms” will be deeply missed. Above all, his legacy lives on in the love he shared and the countless lives he touched.

Services to celebrate Bruce’s life will be held September 26, 2025 at 11am at the Church of the Resurrection with a luncheon to follow.

In lieu of flowers, the family asks that memorial contributions be made to KU Endowment, 3901 Rainbow Boulevard, Mail Stop 3012, Kansas City, KS 66160, to benefit Neurosurgery research. Online contributions may be made at www.kuendowment.org/give. Please indicate that donations are being made in memory of Bruce Sims.

To leave a special message for his family or to share a memory of Bruce, please visit the guestbook below.