Billy was a natural stunt master. In 1944 The Republican Convention came to town in and he posted a sign saying, "No Republicans allowed." This caused the tavern to be packed with Republicans demanding to be served.

He would also sneak his goat, Murphy, into unusual locations in order to try and gain publicity for his bar and in 1945 he was presented with the perfect opportunity. The Cubs were gearing up to face the Detroit Tigers in Game Four of the World Series. Many Cubs fans believed 1945 would be their year. They’d come into Game Four with a 2-1 lead over the Tigers, and only needed two more wins to claim the title.

Billy was a long-time Cubs fan and on October 6, 1945, he bought two tickets worth $7.20 for game 4 of the world series. One of the tickets was for him; the other one was for his goat who was wearing a sign stating "We Got Detroit's Goat". (More on the podcast)