Three‑time Purple Heart recipient Matthew Simms will headline Farmington’s Memorial Day ceremony on Monday at All Veterans Park, a moment that doubles as a celebration of the city’s new designation as a Purple Heart City.
The honor – long championed by local veteran advocate Bill Simkins – recognizes service members wounded or killed in combat and places Farmington alongside several New Mexico communities that have adopted the designation. Simkins met Simms during last year’s Operation Second Chance retreat, a weeklong, high‑octane program he has led for 14 years.
Their conversations sparked the push to bring the Purple Heart City status to Farmington, a gesture Simkins says is overdue for veterans who once returned to hostility rather than gratitude.
The Memorial Day event takes place at 10 a.m. Monday at All Veterans Park, 2241 River Rd., next to the Animas River in Farmington.
“The Purple Heart City designation is a way for communities to recognize and honor the sacrifices made by military members who have been wounded or killed in combat,” according to promotional materials.
This will mark the 14th year that Simkins has led the Wounded Warrior Retreats for the local Operation Second Chance retreat. Simms attended the retreat last year.
Simms, who has three Purple Heart tattoos on his arms, started talking with Simpkins about making Farmington a Purple Heart City
“I went up and talked to the mayor about it and he said let’s do it, and so here we are,” Simkins said.
His action-packed retreat — for about eight to 10 veterans — begins with the Connie Mack World Series, rock crawling with the Cliffhangers Rock Crawling Club, church with Simkins is optional with bowling Sunday evening, a trip to Monument Valley and Gooseneck State Park, fly-fishing with professional guides, the Durango Silverton train and the Bar D and a rafting trip through Durango on the Animas River.
“All of that in one week, I guarantee they’re tired when they go home,” said Simkins.
After 22 years in the military mostly served in Germany, Simkins retired in 1991 and returned to Farmington where he grew up since age four.
The timing is perfect, Simkins said, with the country marking it’s 250th Anniversary and Farmington celebrating its 125th.
Farmington will join Las Cruces, Albuquerque, Rio Rancho, and Santa Fe as a Purple Heart City.
“I’m just so happy for, especially the Purple Heart recipients, I mean, it’s been a long time coming, getting that little bit of recognition,” Simpkins said, adding he talked with a Vietnam veteran recently who recalled being “spit on” when he returned from service.
“We’re trying to just do a little bit to show them that we do care,” Simpkins said.
Sharing insights about his retreats, he said, “It’s just amazing how things happen, and these veterans, when they get together, like on my retreat, they heal each other.”
A few years ago at their Meet ‘n’ Greet at No Worries Sports Bar & Grill, a veteran from Texas shared with the group that he’d been “suidical for several months but he put it off” because the retreat was coming up.
“He went back, he was as happy as he could be,” Simkins said, adding the veteran went and got six months long term treatment to fix himself,” and now he’s helping with retreats in Texas.
If people would like to donate to Simkins retreats and insure their donation stays local, he can be contacted at billsimkins@gmail.com or 505-793-2423.