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

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The Coca-Cola 



I May 7, 1963 


Artist's conception of The 
Coca-Cola Company Pavil- 
ion. A feature of the build- 
ing will be a 120-foot 
"Tower of Music" rising 
from a center court. The 
tower will house the 
world's biggest and finest 
electronic carillon. The 
theme of the exhibit will be 
"World of Refreshment." 
Another attraction will be 
a seventeen minute trip 
around the world. A three- 
position sending and re- 
ceiving station will be in- 
stalled for operation by 
members of the American 
Radio Relay League. 

Excerpts from transcription of remarks by ex- 
ecutives of The Coca-Cola Company and World's 
Fair officials at dedication ceremonies, New York 
World's Fair, Tuesday, May 7, 1963. 

tocol]: Distinguished guests and ladies and gentlemen. 
It's a great pleasure to be here today for the announce- 
ment and dedication of the Coca-Cola "World of 

Our first speaker has a dual relationship. He's chair- 
man of the executive committee of the World's Fair, in 
which role he has seen this beautiful spectacle grow from 
its infancy; he was one of the three or four who coined 
the idea of a World's Fair four years ago. He is also a 
particular friend of The Coca-Cola Company. He grad- 
uated from Fordham University, has been a newspaper 
man, a prominent business executive, has practiced public 
relations for over twenty-four years, and at present serves 
on the board of many large companies. He is chairman of 
his own firm, which has its headquarters in New York, 
and offices in Washington, Los Angeles and Paris. And 
in 1962 President Kennedy appointed him to the Board 


1963 New York World's Fair 1964-1965 Corporation 

of Visitors of the U. S. Naval Academy. I have pleasure 
in giving you Thomas J. Deegan. 

THOMAS J. DEEGAN, JR. : Thank you, Mr. Ambas- 
sador. That's a tremendous buildup for a fellow who is 
just going to be a catalyst here for about thirty seconds. 

We reach now the "Pause that Refreshes" in this great 
project of the World's Fair, and I am sure that the seventy 
million persons whom we expect to come during the two 
years of the Fair will almost reach the seventy-one million 
Cokes which are consumed around the world every day. 
So we do have a great deal in common. 

I will now introduce someone who needs no introduc- 
tion, the chairman of The Coca-Cola Export Corporation, 
a walking symbol throughout the world of The Coca-Cola 
Company, Postmaster General James A. Farley. 

JAMES A. FARLEY: Mr. Deegan, Commissioner 
Moses, Mr. Gimbel, distinguished ladies and gentlemen, 
including our prize winner from Mobile, by way of Louis- 
ville, Kentucky. It is a pleasure to be in the Coca-Cola 
business and to be with you today, and to share with you 
our plans and enthusiasm for the Fair. As a New Yorker, 
I take great pride in witnessing the increased tempo which 
ultimately will result in the finest international exhibition 
ever conducted anywhere in the world. 

It takes a great vision, courage and perseverance to de- 
liver such an achievement. A similar vision has been 
required through the years by the leaders of our company, 

because today we are the most internationalized product 
in the history of man, available in over 118 countries 
throughout the world. We anticipate that this achieve- 
ment in a free society will not be lost on all the visitors 
to the Fair, including the many thousands who will come 
here from foreign lands. It would thus be essential that 
plans for Coca-Cola at the Fair be universal in concept, 
appeal to people of all ages, all nationalities and from all 
walks of life. 

As you can see by this model, we will erect a landmark 
at the Fair — a 120-foot "Tower of Music." It will be 
the musical voice of the Fair. In this tower will be in- 
stalled the largest and finest carillon in the entire world. 
Its tones will be heard throughout the Fair. Leading 
carillonneurs from all over the world will come to the 
Fair to entertain visitors. 

The carillon will strike the time of day, it will par- 
ticipate in the official functions of the Fair and will 
participate in the events of the various nations, states and 
cities. The setting and the use of the carillon will be excit- 
ing, and add to the festive overtones of the Fair. 

We are honored to announce that the American Radio 
Relay League will install a communication center for 
amateur operators, with the finest such facility ever in- 
stalled for use in communication between amateurs 
throughout the world. An announcement of this ceremony 
today will be sent to 350,000 amateur operators tonight 
on a special broadcast. 

Because we are international in our thinking, it is only 
natural that we should include a foreign theme in our 
pavilion to be known as "World of Refreshment." The 
actual contents of the building will remain a secret until 
a future date. However, I can say this: The Coca-Cola 
Company Pavilion will provide an exciting visit to exotic 
foreign lands. We will provide additional communica- 
tions constantly with the rest of the world. A fabulous 
foreign land surely awaits our visitors. 

Commissioner Moses, we of Coca-Cola are glad to be 
here, and to look forward to a most exciting exposition 
and it will be great because you are in charge, because I 
know of no one else who could make this possible. Good 
luck and God bless you. 

RICHARD PATTERSON: Thank you, Jim. Like Jim 
Farley, the next speaker literally needs no introduction, 
but I'd like to say just one word, and that is that he is 
well known throughout the world for having dedicated 
his life to the service of the public, city, state and nation 

— I give you the Honorable Robert Moses. 
ROBERT MOSES: The older I get to be, the less 

patience I have — the less confidence I have in forms of 
government and charters and constitutional amendments 
and things of that kind. We have to depend upon people 

— men, to do things. And as some sage has remarked, 
every successful institution is the lengthened shadow of 
one man. And Jim Farley is my idea of the right kind 
of lengthened shadow to have. Jim Farley has not only 

intelligence, which isn't so rare in the world; he has 
courage, and he has loyalty, and he's never found it worth 
while to speak anything but the truth. 

We're all familiar with Coca-Cola's international ap- 
peal. It has been suggested by a shrewd observer that the 
unifying impulses of the world, the ties that bind all 
peoples, are soft drinks and beer. At the Fair, we like to 
think of your carillon as echoing — as Jim has said — 
beyond Flushing Meadow to the utmost reaches of the 
globe. We are pleased also that The Coca-Cola Company 
is providing space for Bill Leonard and his numerous 
ham radio friends. Ham and Coke are as close as the 
wall paper and the wall. Congratulations, Jim Farley. 

RICHARD PATTERSON: I have pleasure in giving 
you Mr. Paul Austin, the president of The Coca-Cola 

PAUL AUSTIN: Thank you very much, Mr. Patter- 
son. I love the brevity of these speeches and I will be 
right in conformity, but before we present a little token 
of our esteem for Mr. Moses, I'd like to give one or two 
statistics about the carillon which might be of interest 
to you. 

It will have 610 electronic bells, almost 100 more than 
have ever been put into this type of musical instrument. 
Were these bells to be made of the traditional cast type of 
bell made of bronze, the instrument would have to weigh 
500,000 lbs. So we are using electronics, in order to 

Robert Moses 
accepts token of 
carillon from 
J. Paul Austin, 
president of 
The Coca-Cola 

Diane Sawyer of Louisville, 

Kentucky, America's Junior 

Miss is shown kissing 

James A. Farley, chairman 

of the board of The Coca-Cola 

Export Corporation, while 

J. Paul Austin, president of 
The Coca-Cola Company, and 

Robert Moses, president of 
the Fair Corporation look on. 

America's Junior Miss Diane Sawyer 
and James A. Farley, chairman of the 
board of The Coca-Cola Export Corpora- 
tion, look over the site of the Coca-Cola 
Exhibit at the Fair. 

achieve the same effect. 

We will, of course, make the instrument available to 
the Fair officials, and in order that we may all realize 
what this instrument means, you would be interested in 
knowing that there haven't been too many of them made, 
and they have been placed in some of the most outstand- 
ing spots in the world. Let me tell you of just a few to 
give you an example: the Bok Singing Tower in Florida; 
the U. S. Air Force Academy in Colorado Springs; the 
Arlington National Cemetery in Arlington, Virginia; the 
national shrine of the Immaculate Conception in Wash- 
ington, D. C. ; the Hollywood Bowl in Hollywood, 
California; the Vienna Opera House; and the North 
American College in the Vatican in Rome. 

Our company, The Coca-Cola Company, exists for only 
one reason: to be a service organization. We exist to serv- 
ice the bottlers of Coca-Cola in various ways, and I was 
interested in Mr. Patterson's very brief and very appro- 
priate introduction of you, Mr. Moses, that your life had 
been dedicated to sendee. We and you are two entities 
that have been in a long series of adventures, and all of 
them dedicated to service. This carillon is designed to be 
of service to you, sir, and to the Fair. I'd like now to 
give you a little token of the carillon. That is not an elec- 
tronic bell. You can put that on your desk to call your 

Now it is a pleasant duty of mine to introduce some of 
our people who will be active here at the Fairgrounds, 


but first I'd like to present a very lovely young lady, Miss 
Diane Sawyer, who is America's Junior Miss. 

DIANE SAWYER: Thank you. First let me say how 
excited and grateful I am that I was included in this pre- 
view of the Coca-Cola Pavilion. In a few minutes, in the 
model room, Mr. Moses will be telling us more about 
the plans for 1964 and 1965. I'm as interested in this as 
you are, but before we go, may I say that I as well as 
my entire generation realize the contribution Coca-Cola 
has made to youth and education. And I regard this pa- 
vilion as a step in that direction in that it will provide not 
only wholesome entertainment but stimulating education 
as well. 

During the coming summer, I'll be touring the United 
States, and I'll be able to spread the word about the New 
York World's Fair and the Coca-Cola "Tower of Music" 
will get top billing. 

May I take this time to thank you Commissioner Moses, 
on behalf of my contemporaries, for working so hard to 
insure us such a wonderful, wonderful exposition. Thank 
you very, very much. 

PAUL AUSTIN : And now I'd like to acknowledge the 
presence of Mr. Harold Sharp, president of our activity 
here at the Fair. I'd also like to introduce Mr. Henry 
Kahrs, vice president of "Refreshment at the Fair," 
who is in charge of our building, and Mr. Ted Duffield, 
vice president in charge of all that goes into the inside 
of the building. 


will occupy a 

46,314 sq. ft. site 

in the Industrial Area 


LEE TALLEY, Chairman 

J. PAUL AUSTIN, President 

JAMES A. FARLEY, Chairman, 

The Coca-Cola Export Corporation 
RALPH GARRARD, Vice-President 

Refreshment at The Fair: 

HAROLD SHARP, President 
HENRY KAHRS, Vice-President 
J. E. DUFFIELD, Vice-President 


Flushing 52, N. Y. 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