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Full text of "1964-65 New York World's Fair Groundbreaking and Dedication Booklets"

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Better Living Building / February 13, 1963 



Following is a transcription of remarks made 
by Better Living Building and World's Fair 
officials at the groundbreaking ceremony for 
the Better Living Building, New York- 
World's Fair, February 13, 1963. 

DOUGLAS LAPHAM,[Vice President for the Better 
Living Building]: Mr. Stone, distinguished guests. Wel- 
come to the groundbreaking ceremony for the beginning 
of the construction of the Better Living Building. I 
would first like to introduce the head of the Industrial 
Section of the Fair, Mr. Martin Stone. 

MARTIN STONE: I want to welcome all of you here 

to the site of the Fair. As you can see, a great deal of 
construction is going on, and a good deal more will be 
seen through the following months. We are particularly 
delighted to have you here for the occasion of the Better 
Living Building groundbreaking. We have seen the blood 
and the sweat and the tears that have gone into this mo- 
ment, and we are delighted to see it happen. Thank you. 

DOUGLAS LAPHAM: Thank you Martin. Just before 
our ceremony, I would like to call attention to some of the 
distinguished visitors who are here with us today. Mr. 
George Spargo, Triborough Bridge and Tunnel Author- 
ity; Mr. Ed Cunningham, of the Grocery Manufacturers 
of America ; Mr. Munro Gill of Mohasco Industries ; Stan 
Finch of the Gas Pavilion, who is one of our neighboring 
exhibitors in the area. Mrs. Dorothy Draper is on the 
platform with us. Mrs. Draper is designing a Dream 
Home in the building. Mr. F. M. Sloan, vice-president of 

Cover: The Better Living Building will dramatize all the major aspects of our daily lives under one roof. Situated 
on a three-and-one-half acre plot, the three-story pavilion will be the largest in the Industrial Area. Architects, 
John Lo Pinto & Associates. Contractor, Thompson-Starrett Construction Co., Inc. 

H963 New York World's Fair 1964-1965 Corporation 

Westinghouse Electric Corporation. Mr. John Lo Pinto, 
architect for the Better Living Building. Mr. Van Raalte, 
chairman of the board of Thompson-Starrett Company, 
the contractor for the building. Mr. Gar)- Pizzarelli, presi- 
dent of Dorothy Draper's enterprises. Mr. W. W. Paddon 
who is president of Sunshine Biscuits, one of our exhib- 
itors in the building. 

Mr. John W. Red, Jr., executive vice-president of the 
Canada Dry Corporation is also on the platform with us. 
Mr. William Ewen of the Borden Company. Mr. Whit- 
ford Mays, president of Morgan-Jones Company. And 
finally, Mr. William Berns, vice-president for Fair Com- 
munications and Public Relations. 

And now I am going to ask Mr. Martin Stone to step 
before the microphone again to present the plaque on the 
beginning of the building. Mr. Stone. 

MARTIN STONE: I am sorry that Mr. Moses could 
not be here for this occasion but in his stead, I have the 
privilege of presenting this medallion to Edward Burdick, 
here in behalf of the Better Living Building. I think it 
is particularly appropriate that a medal be struck for Ed 
Burdick. No one has shown more faith, more confidence, 

or more integrity than Ed Burdick, and in behalf of the 
New York World's Fair I am delighted to present him 
with this official medallion of the Fair. 

EDWARD BURDICK: Mr. Stone, officials of the 
World's Fair Corporation, distinguished guests and ex- 
hibitors, members of the press: Thank you all for coming. 
I had written "under these adverse weather conditions." 
I changed it to "under this beautiful sun" and now I will 
add "under this rather bad wind." 

I accept this World's Fair placjue as a tribute to our 
exhibitors who have materially expressed their confidence 
in our undertaking, and to our staff who have worked so 
tirelessly over a period of two years to make this occasion 
possible. As many people have said, it has not been easy. 
I don't think anything in life that is worthwhile is easy. 
We have had the specific problem of on the one hand, to 
get exhibitors without a building; and on the other, to 
get a building without exhibitors. So it's been a rather 
interesting situation. 

Seneca, the ancient Roman philosopher, said "Life is 
a gift of the immortal gods, but living well is the gift of 
philosophy." To substantiate Seneca's thinking, we today 

With Elsie, the Borden Cow, and her keeper, supervising, Edward Burdick pushes a plunger which blasted for the 
start of construction on the Better Living Building. Watching are (left to right) William Ewen, director of advertising for 
Borden; Martin Stone, director of the Fair's Industrial Section; J. P. Van Raalte, chairman of the board for Thompson- 
Starrett Construction Co., Inc. 


are breaking ground and starting actual construction of 
the Better Living Building. In this building we will pre- 
sent to our exhibitors not a trade show, not a county fair 
with rows of Aunt Matilda's pickles, the latest antima- 
cassars or the local strong man exhibition — but a pre- 
planned, coordinated free flow of series of major exhibits, 
visually showing the present and future keys to a produc- 
tive and satisfying life. 

Exhibits in our building will include not only the home, 
its planning, construction and furnishing, but also stress 
the cultivation of the mind, the spirit, and our physical 
well-being through proper food, and beverage, exercise, 
entertainment and leisure time activity. Of importance in 
our presentation of better living will be the outside influ- 
ences, materials and sources upon which our contemporary 
civilization relies. 

Coordinated exhibits by individuals and group inter- 
ests, each keyed to an overall explanatory theme, will 
explain the general fields of health, outdoor living, fash- 
ion, youth activities, recreation, security, sports and science 
as well as the machines and equipment in our workaday 
world that directly and indirectly contribute to a better 
way of life. Ten feature areas are planned at present and 

are under various phases of development. 

1) A special major area within the building to be 
known as the Grocery Manufacturers of America Pavil- 
ion, presenting a cooperative exhibit, tying in with the 
GMA theme — Life Line of America — Food from 
Farm to Table. 

2) A major location featuring the resources council of 
the AID, and their sponsorship of a coordinated bevy of 
room settings, product displays and material exhibition 
of the finest available in home furnishings. 

3) A coordinated exhibition showing how industry 
serves youth, and a special area devoted to youth activities. 

4) A specially designed, completely equipped and fur- 
nished home by Dorothy Draper, the internationally fa- 
mous designer and interior decorator, showing her concept 
of a 1964-plus dream home. 

5) A world of jewelry exhibition, featuring precious 
gems and rare metals. 

6) A toy and hobby pavilion, showing not only the use 
but the methods of manufacture in a thematic setting. 

7) An unusual and exciting crystal palace of fashion, 
featuring a coordinated series of daily style shows and 
exhibits of good grooming. 

At the groundbreaking ceremonies: Martin Stone, direc- 
tor of the Fair's Industrial Section; Mrs. Dorothy Draper, 
designer of a Dream Home that will be featured in the 
Better Living Building; Edward Burdick, president of Ed- 
ward H. Burdick Associates, Inc., sponsors for the Better 
Living Building, who accepted the official Fair medallion. 

8) An enclosed high fidelity salon, demonstrating the 
finest in music and sound. 

9) A feature area with audience participation covering 
outdoor living and sports of all seasons. 

And 10) a special area — Man's Health and His World, 
combining medical, pharmaceutical and health agencies. 

The Better Living Building will contain 4,000,000 cu. 
ft. of air-conditioned space. Right now we are not worried 
about air conditioning, are we? Comprising the largest 
edifice now planned in the Industrial Area of the Fair, 
the eighty-foot high structure will be faced with trans- 
lucent plastic, allowing the entire building to glow like 
a jewel at night. Access to six levels of exhibits will be 
by electric escalators to the top floor, and to the lower 
floors by ramp. 

We who have been so closely associated with this proj- 
ect over the past three years, and in my case through 
experience in the preceding six World's Fairs, feel con- 
fident that our building will be a must stop on the agenda 
of all 70,000,000 Fair visitors. Our reasoning is based 
upon the great diversity of human interest exhibits that 
will attract and hold the attention of men, women and 
children, of all ages, and of all interests in life. 

Finally let me say we are proud to be an important 
part of what should be the greatest World's Fair in his- 
tory, and proud to play our role in its theme "Peace 
through Understanding." And now the actual ceremony, 
placing the structural aspects of this exciting building in 
the very capable hands of our architect, Mr. John Lo 
Pinto, and our builders, Thompson-Starrett. Thank you. 

DOUGLAS LAPHAM : And now to the actual ground- 
breaking ceremony. We are going to have a groundbreak- 
ing featuring this famous lady who is in front of us here, 
Borden's Elsie, and at this moment if Mr. Van Raalte, 
Mr. Stone and Mr. Burdick would go down in front of 
the platform, we'll have the first groundbreaking cere- 
mony after which we would like Mrs. Draper and Mr. 
Sloan of Westinghouse, to be pictured, then we would 
like the Canada Dry representatives to be pictured; and 
finally, we would like the Sunshine people to be pictured. 
We will thus have all of these very famous personalities 
involved in the groundbreaking. 

If you will stand aside from that portion of the ground 
where the switch is located, Elsie will officially supervise 
setting off the blast to begin the building. 


will occupy 


# N-w York World. y«nr X 


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104 East 40th Street, New York 16, N. Y. TN 7-3180 

EDWARD H. BURDICK, President and Treasurer 
JACK H. PER-LEE, Vice-President and Secretary 
DOUGLAS A. LAPHAM, Vice-President 

Flushing 52, N.Y. 

WORLD'S FAIR 1964-1965 
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 A. 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