OCTOBER 11, 1963
World Press Announcement
Ceremony at the
World's Fair 1964-1965
The American Express Exhibit
at the Fair will offer
a multitude of services to Fair
visitors: a 54-foot replica of the
Fairgrounds will serve as an orientation
center, and Fair and travel information
services will be available. The three-
storied pavilion will be constructed
mainly of white oak. The architects are
Kelly & Gruzen. and the contractors
are the Fuller Construction Company.
■ CHL'O fW<< Sir:
Excerpts from transcription of remarks made by
American Express Company and I
the world press announcemeoi my Tor the
American Express Exhibit at the New York
World's fair, October LI, 1963.
DR. ROBERTO de MENDOZA [Deputy Chief of
Protocol] : Mr. Clark and officials of the American Ex-
press Company, Mr. Moses, distinguished guests, ladies
and gentlemen. This morning we shall witness a momen-
tous event. From this site on which will rise the American
Express Pavilion, the first telecast message will be sent
throughout the world, directly from the New York
World's Fairgrounds to more than 300 offices of the
American Express Company. It is hoped that acknowledg-
ments to the message will be received before the con-
clusion of this significant ceremony.
Our first speaker joined the American Express Com-
pany in 1945, after leaving the Navy with the rank of
Lieutenant. He is a graduate of Stanford University, of
Columbia University Graduate Business School, and of
the Harvard Law School. He is president of Wells Fargo
Company and director of several other important com-
panies and is very active in civic activities which include
among others, directorships in the New York Convention
and Visitors Bureau and the New York World's Fair
Corporation. And this year he is president of the Inter-
national Golf Association. I have the honor to present
the president and chief executive officer of American
Express Company, Mr. Howard L. Clark.
MR. HOWARD L. CLARK [President of American
Express Company] : Mr. Moses, Dr. de Mendoza, ladies
and gentlemen. We are terribly pleased and complimented
to have all of you here with us at these ceremonies at
which we are announcing the Ametican Express Pavilion
at the New York World's Fair 1964-1965. In one way
or another, American Express has participated actively
in every United States exposition going back to the Chi-
cago World's Fair of 1893, and maybe before that.
But this Fair we consider something different. We are
all convinced that this World's Fair will prove to be the
most comprehensive, varied and exciting exposition ever
to take place, either in this country or abroad. Therefore
we're going to do everything we possibly can to help make
the New York World's Fair an unqualified and unique
success with maximum attendance from abroad as well
as from within this country. As an indication of this re-
solve, we have here on the platform a teletype machine
connected with our offices around the world — 300 of
them. We have set up on this machine a message to these
offices which I want to read.
It says: TO ALL OVERSEAS OFFICES OF AMERI-
CAN EXPRESS. THIS MESSAGE IS COMING TO
1964 New York World's Foir 1964-1965 Corporolion
YOU BY DIRECT WIRE FROM THE SITE OF THE
AMERICAN EXPRESS PAVILION AT THE NEW
YORK WORLDS FAIR 1964-1965. AT OUR CERE-
MONIES HERE TODAY WE ARE OFFICIALLY AN-
NOUNCING OUR PARTICIPATION IN THE FAIR.
BY THIS MESSAGE, I ASK YOU TO ACCELERATE
IMMEDIATELY AMERICAN EXPRESS" CAMPAIGN
TO PROMOTE ATTENDANCE AT THE FAIR
FROM ABROAD. BECAUSE OF ITS WORLDWIDE
STRUCTURE, AMERICAN EXPRESS CAN PLAY A
UNIQUE ROLE IN HELPING THE FAIR ACHIEVE
ITS OBJECTIVES. THIS IS IMPORTANT TO BOTH
THE FAIR AND TO US. THE WORLDWIDE AMER-
ICAN EXPRESS COMMUNICATIONS NETWORK
WHICH BRINGS YOU THESE WORDS WILL BE
AVAILABLE TO SERVE VISITORS ALL OVER THE
WORLD IN TRANSACTING THEIR FINANCIAL
AND TRAVEL BUSINESS. OUR WORLD'S FAIR
PAVILION THUS BECOMES ANOTHER TRULY
INTERNATIONAL OFFICE OF AMERICAN EX-
That message will go out now. We hope that before
these ceremonies are over we receive at least one answer
In concluding, I do want to pass on to Mr. Moses my
own sincerest good wishes, and those of everyone at
American Express, for 3 uniquely successful and dis-
tinguished World's Fair. We know it's going to be all
this and more. And in this spirit, we shall give it all the
backing we possibly can. Thank you very much.
DR. de MENDOZA: Thank you, Mr. Clark. Few
among our distinguished guests can have appreciated and
enjoyed more than our next speaker, the impressive cere-
mony we have just witnessed. His interests are as wide
and varied as the innumerable services he has rendered to
the public, in a brilliant career studded with great achieve-
ments. And this first world-wide telecast from the Fair-
grounds is one more and most important step toward
the achievement of the grandiose and complex reality
that will be this World's Fair, so close to his heart. I give
you the president of the New York World's Fair Cor-
poration, the Honorable Robert Moses.
MR. ROBERT MOSES: Friends of the American Ex-
press and of the Fair. There's a good deal of significance
in the location of this particular exhibit. It's at the main
entrance — a large proportion of all the people who come
to the Fair will pass by here. And it has two main pur-
poses: one has been emphasized by the previous speaker,
and I suppose I would put that first — to attract people
from all over the world and get them to come here. This
isn't easy to do and it takes an organization like the
American Express to do it.
It's not too difficult to explain to people abroad, with
all the modern media of communication, that there is a
Fair here and that it would be a wonderful thing to go.
But it's that question of transportation and cost and all
Mr. Howard L. Clark, president of American Express Com-
pany, speaking at American Express World Press Ceremony
at the Fair. Mr. Robert Moses, Fair president, and Dr. Roberto
de Mendoza, deputy chief of Protocol at the Fair, are at right.
that sort of thing. And that's one of the things we've been
trying to work at, to make it easier for people to get
here; make it less expensive for them to get here; facili-
tate their getting into the country through customs and
immigration, on a temporary basis.
Well, that's one of the objectives — to bring people
here from abroad, and that's something the American
Express can do superlatively well. There's another thing
— one reason we were so anxious to have this particular
facility at this location is because so many people will
come in here, and it gives us an opportunity to move over
here the big model of the Fair that is now in the model
room, so that visitors to the Fair can come into this Amer-
ican Express building and see it — it's illuminated, it's a
faithful reproduction and scale model. They can see what
is in the Fair and they can make up their minds what they
want to see.
This building, as you can see, happens to be right on
top of the post office. Those of you who have time might
go over there and look at it — a remarkable building —
it was done in jig time by the Fuller Company, ahead of
schedule. We supplied the building, but the U.S. Post
Office supplied the interior and all the gadgets. This is
the latest thing in post offices. When the Fair is over all
of the interior work, all of the gadgets, all of the ma-
chinery, will be moved somewhere in this metropolitan
area and used.
There's a very close relationship between the mail here
Discussing the 54-foot replica of the Fairgrounds, are: Mr.
James A. Henderson, vice president, American Express; Mr.
Ralph T. Reed, chairman of the Executive Committee, Ameri-
can Express; Mr. Robert Moses, president of the New York
World's Fair; and Mr. Howard L. Clark, president of the
American Express Company.
and what the American Express does, so we are very
happy that you're here. You're a little late in starting but
that I don't think is going to make any difference. You'll
get this thing done. This structure will be finished on
time — must be finished on time. And it will be. And
the Fair will open on the 22nd of April. All I can do
is repeat that I'm delighted that you are here. Thank you.
DR. de MENDOZA: Ladies and gentlemen, the first
acknowledgement to the message sent has just been re-
ceived. It's addressed to CLARK PRESIDENT and the
text: MESSAGE FROM WORLD'S FAIR RECEIVED.
DELIGHTED TO LEARN OF AMERICAN EXPRESS
PAVILION. ASSURE YOU OF OUR ALL-OUT CO-
OPERATION TO PROVIDE MAXIMUM ATTEND-
ANCE AT WORLD'S FAIR FOR GREAT BRITAIN
AND IRELAND, signed ELIOT Vice president and
I should like now to have the honor of presenting
some high officials of American Express Company. Mr.
Ralph T. Reed, chairman of the executive committee, and
formerly president of American Express.
MR. RALPH T. REED [Chairman of Executive Com-
mittee, American Express Company]: Thank you very
much for the honor of being here with Mr. Clark and
Mr. Moses and all of our associates. I look back to the
World's Fair of years ago when Dick Taylor and I used
to roam these paths day and night with the chairs that
you are operating. We're not doing it this time. But I'm
sure with this building, we're going to have the publicity
which we would like, and I think we are going to be able
— in fact I know we are going to be able to bring people
here from all over the world. And we'll try to help Mr.
Moses put this thing over in a big way. Mr. Moses, we
appreciate everything you've done for us. Thank you
DR. de MENDOZA: Thank you, Mr. Reed. Now I
should like to present Mr. Robert R. Mathews, senior
vice president and director.
MR. ROBERT R. MATHEWS [Senior Vice President
and Director, American Express} : Thank you Dr. de Men-
doza. I think everything has been said about our pleasure
at being here and how much we are looking forward to
our association with the Fair next year. Thank you.
DR. de MENDOZA: Thank you, Mr. Mathews. Mr.
Clark B. Winter, vice president and treasurer.
MR. CLARK B. WINTER [Vice President and Treas-
urer, American Express]: In the interests of time and
because of all these workmen here, I'll just wave my hat.
DR. de MENDOZA: Mr. George W. Waters, vice
president, Credit Card Division; Mr. John D. Stewart.
vice president. Travel Division; Mr. James A. Hender-
son, vice president. Travelers Cheque Division; Mr.
Robert D. Beals, executive vice president. Wells Fargo
& Co. ; Mr. Everett Hicks, vice president, International
Freight Division; Mr. Winfield K. Reynolds, vice presi-
dent. Money Order Division.
THE AMERICAN EXPRESS EXHIBIT
a 26,000 sq. ft. site
AMERICAN EXPRESS COMPANY
MR. HOWARD L. CLARK, President
MR. RALPH T. REED, Chairman of the Executive Committee
MR. ROBERT D. BEALS, Executive Vice President, Wells Fargo & Company
MR. ROBERT R. MATHEWS, Sen/or Vice President and Director
MR. CLARK B. WINTER, Vice President and Treasurer
MR. GEORGE W. WATERS, Vice President, Credit Card Division
MR. JOHN D. STEWART, Vice President, Travel Division
MR. JAMES A. HENDERSON, Vice President, Travelers Cheque Division
MR. EVERETT HICKS, Vice President, International Freight Division
MR. WINFIELD K. REYNOLDS, Vice President, Money Order Division
NEW YORK WORLD'S FAIR 1964-1965 CORPORATION
Flushing, N. Y. 11380 Tel. 212-WF 4-1964
ROBERT MOSES, President
THOMAS J. DEEGAN, JR., Chairman of the Executive Committee
WILLIAM E. POTTER, Executive Vice President
CHARLES POLETTI, Vice President, International Affairs and Exhibits
STUART CONSTABLE, Vice President, Operations
WILLIAM BERNS, Vice President, Communications and Public Relations
ERWIN WITT, Comptroller
MARTIN STONE, Director of Industrial Section
GUY F. TOZZOLI, (Port of New York Authority) Transportation Section
ERNESTINE R. HAIG, Secretary of the Corporation and Assistant to the President
WILLIAM WHIPPLE, JR., Chief Engineer