Bill C. Bass

Bill Bass, 89, of Dakota Dunes, South Dakota, passed away after a life filled with creativity, a little magic, and a great deal of love. A memorial service will be held at 11:00 A.M. Wednesday, September 23, 2026 at Meyer Brothers Morningside Chapel. Visitation will be one hour prior to the service time at the funeral home. 

Born January 10, 1937, in Sioux City, Iowa, Bill grew up there before serving four years in the Navy aboard the aircraft carrier USS Wasp. He later lived in San Francisco, working in fine clothing at Robert W. Gates. By the time he returned to Sioux City to try his hand at selling ideas, he was already a father to Kim and Ron, his two children from a previous marriage.

Advertising brought him more than a career. It introduced him to Betty Wetrosky, his future wife and business partner. Together, they built Bass Magnuson Advertising, later William Bass Advertising and Associates. Today, his sons Bill and Austin carry on the business as Bass Advertising. The name changed; the family behind it didn’t.

Bill’s creativity followed him home, where he painted watercolors, wood carver, and tended his five-acre property in South Sioux City, Nebraska. He enjoyed magic and television—and wasn’t always on the viewing side of the screen. For a time, he moonlighted as Klarence the Klown on Sioux City’s KMEG-TV, giving the famous Canyon Kid some competition for the after-school crowd. Bill wore many hats, some more colorful than others, but his favorite roles were husband, father, and grandfather. Nothing held his heart quite like his family.

He is survived by his wife, Betty (Wetrosky) Bass; daughter Kimberly (Duane) Deaver and granddaughter Lydia; son Ronald (Lori) Bass and grandchildren Lindsay, Sam, Sara, and Emily; son William “Bill” (Kelli) Bass and granddaughters Baylie and Grace; son Austin (Jennifer) Bass and granddaughter Addy; and brother Terry (Vicki) Bass, and numerous nieces, nephews, and great grandchildren. He was preceded in death by his parents, Elma and Chester Bass, and his brother Leland.

Bill spent his career making an impression. The one he left on his family will last a lifetime.