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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.
RICHARD C PATTERSON, JR. [Chief of Pro-
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
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
accepts token of
J. Paul Austin,
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
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.
THE COCA-COLA EXHIBIT
will occupy a
46,314 sq. ft. site
in the Industrial Area
THE COCA-COLA COMPANY
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
NEW YORK WORLD'S FAIR 1964-1965 CORPORATION
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