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

Schaefer Center 



April 25, 1963 



GROUNDBREAKING AT THE NEW YORK WORLD'S FAIR 1964-1965 





will consist of two domed 
buildings, housing a restau- 
rant and an exhibition hall, and 
an old-fashioned beer garden. 
Architects are Eggers and 
is and Walter Dorwin 



Excerpts from transcription of remarks by 
Schaefer and World's Fair officials at ground- 
breaking ceremonies for Schaefer Center, New 
York World's Fair, Thursday, April 25, 1963. 




WILLIAM BERNS [Vice President, Communications 
and Public Relations]: Members of the press, this is a 
happy occasion for us. Almost from the very outset we 
knew there was going to be fun at the Fair because 
Schaefer announced its participation early. Just the men- 
tion of the name is enough to indicate fun, because it is 
a familiar name. With the name goes a great deal of tra- 
dition: the 300th anniversary of the City of New York 
and the 122nd anniversary of the Schaefer Brewing Com- 
pany. All of us at the Press Building know that there's 
going to be a great deal of activity connected with the 
fun in this building. We are delighted that Eggers and 
Higgins, an enthusiastic group, are architects and design- 
ers of the building. Incidentally, Eggers and Higgins also 
were architects for this Press Building. Designers for the 
interior of the Schaefer Center are Walter Dorwin Teague 



1963 New York World's Foir 1964-1965 Corporation 



Associates, and George A. Fuller Company is in charge 
of construction. 

Now it is my pleasure to introduce Mr. Martin Stone, 
director of the Industrial Section of the Fair. 

MARTIN STONE: Thank you, Bill. Mr. Schaefer, Mr. 
Moses, guests of the Schaefer Brewing Company. We are 
delighted to have you here on this occasion. To turn a 
cliche, a company is known by the man it keeps, and in 
the case of the Schaefer Brewing Company, this company 
is known by the name Schaefer. Back in 1842 it was 
founded by Mr. Schaefer's great-grandfather and great- 
granduncle. In 1927, Rudie Schaefer was interested in 
architecaire and had to be persuaded to take over this 
company. He has since then sustained its great name and 
reputation. Rudie Schaefer was here at the last Fair and 
we are delighted to have him here again. We are delighted 
to welcome all the Schaefer people at the Fair. Thank you. 

WILLIAM BERNS: I think most of us are familiar 
with the head of the Schaefer Company. He is known, 
among other things, for his great interest in sports activi- 
ties, and consequently we feel that his interest will also be 
evident when the sporting events are held in connection 
with the U.S. Olympic Trials in New York City next 
year. We are delighted to present the chairman and presi- 
dent of The F. & M. Schaefer Brewing Company, Mr. 
Rudie Schaefer. 



MR. RUDIE SCHAEFER: Thank you. Mr. Moses, dis- 
tinguished guests and friends. I am pleased to welcome 
all of you who have taken time to join us in the brief 
groundbreaking ceremony for the Schaefer Center, II. I 
say the second, because I can recall quite vividly a moment 
very similar to this in 1938, when I had the pleasure of 
breaking ground for the first Center, with the help of 
the late Grover Whalen, president of the World's Fair at 
that time. 

While faces and themes change with the passing of 
twenty-four years, the enthusiasm and expectations that 
accompany such a time and occasion are very much the 
same. As I look around today, I see the same panorama 
of activity, hear the same sounds of construction, and 
sense the same excitement of things to come. The equip- 
ment is modern and a little different, but it is still manned 
and operated by the same lauded and wonderful men who 
have always taken such great pride in their accomplish- 
ments. 

I said at our site twenty-four years ago that I was 
thrilled by the anticipation of what lay ahead, and ex- 
tremely proud of our participation. Today, my anticipation 
and my pride are even more abundant, more so because 
I know now what lies ahead: the magnificent structures 
that will soon blossom up all around us, the thrill of open- 
ing day, the millions of visitors from all over the world 



parading through the streets and exhibits, the spectacular 
displays and the education, the entertainment, the excel- 
lent food and, of course, the good beer. 

Standing here, I can also recall the many predictions 
that so many of us made concerning the great prospects 
for the 1939-1940 World's Fair. As optimistic as I was at 
that time, most of my expectations were considerably 
exceeded. I don't think anyone could ever have evaluated 
the success of that Fair beforehand, a success that was 
not necessarily measured by the number of people who 
passed through the gates, or even by the number of glasses 
of beer that were consumed. A success that was measured 
intangibly — measured by the efforts of the masses of 
people who presented exciting ideas, and measured by 
the considerable amount of good will that was created. 

Observing and hearing about the wonderful project 
now under way, I sincerely believe that the World's Fair 
of 1964-1965 will present to its millions of visitors some 
of the most memorable moments of their lives. We at 
Schaefer hope, intend and plan to be a part of this 
memory, just as we were back in 1939. 

Even today, old friends of mine still recall our big 
122 -foot bar, and our Court of Fame, where many of the 
well-known personalities of the stage left their imprints 
in cement. For 1964, we plan to blend some of this at- 
mosphere of the past with new concepts in structure 

4 



and design. We will use plastic and Fiberglas combined 
with steel, wood, aluminum and glass. The unusual fea- 
ture of floating roofs and the modern techniques of light- 
ing will be among the more notable new concepts. These 
will be combined with a Restaurant of Tomorrow, fea- 
turing the finest in food and drink, an old-fashioned 
outdoor beer garden, and displays which will trace the 
122-year-old history and growth in this country of 
America's oldest lager beer. 

I am quite naturally excited about our plans, and 
consequently a little eager to get things rolling. One 
final thought though, about the role Schaefer will play 
in this Fair: we feel that we have a significant contribu- 
tion to make to the theme of Peace through Understand- 
ing, and we intend to do so by providing the Fair guests 
with the real spark of friendship — a glass of wonderful 
beer. I thank you, and I join you in all of the basic 
hopes and prayers for the future of mankind in which 
this Fair can play such a very important part. Thank you. 

WILLIAM BERNS: Thank you, Rudie Schaefer. Now 
ladies and gentlemen, the man who selected the site and 
prepared the ground for the 1939-1940 New York 
World's Fair, now actively engaged as president of the 
1964-1965 New York World's Fair, the Honorable Rob- 
ert Moses. 





THEN AND NOW 

R. J. Schaefer, president of The F. & M. Schaefer 

Brewing Co., watches as Robert Moses (seated), president of 

the 1964-1965 New York World's Fair, breaks ground 

for the Schaefer Center (photo right). Twenty-four years ago (left), 

R. J. Schaefer (standing), and 1939-1940 World's Fair President 

Grover Whalen, performed the same ceremony. 




Robert Moses, Fair president, presents the World's Fair 
medal to R. J. Schaefer, president of The F. & M. Schaefer 
Brewing Co. Beside them is a model of the Schaefer Center. 



ROBERT MOSES: Mr. Berns, Mr. Schaefer and 
friends. I was delighted with the picture that Rudie 
showed me of Grover Whalen at the Schaefer ground- 
breaking for the 1939 Fair. 

When we were starting work here at the Fair, I was 
talking to one of our friends about the theme — the 
symbol, and we got down to what it really is that unites 
the world — the cement, the thing that holds the world 
together, the thing that brings people into brotherhood 
and friendly relations. We concluded that probably it was 
beer; that was the one thing that brought all people 
together. I really mean that. I think there's a lot in it 
and I hope the frothing rivers of beer will now as the 
result of this exhibit. 

Real talent, enthusiasm, skill and ingenuity have gone 
into this design. I like the idea of fun; I like the idea 
of the Beer Garden ; I like the idea of entertainment. And 
I think these will carry a better message than if you just 
had a bottling plant and nothing else. 

We are delighted to have this company here, and to 
have Rudie back again. 

The difference in cost between a show and exhibit for 
the 1939 Fair and one for this Fair is not the only 
thing that you have to think about. The fact of the 
matter is, these shows that we are getting here — these 
pavilions and exhibits — are on a totally different scale. 



6 



They represent much more ingenuity than those of the 
1939 Fair. 

The difference between the General Motors Futurama 
in 1939 and the Futurama of General Motors today is 
not measured by the difference between eight million 
dollars and the forty-plus million dollars which they've 
gone into. It's on a much more impressive basis, and it's 
designed for many more people to see. 

Well again, thank you, and Rudie, we'll be here to 
take the froth off the first glass of beer. 

WILLIAM BERNS: Now we're going to ask Bob 
Cooke, who's handling the Schaefer Center groundbreak- 
ing today, to make arrangements for attempting to dupli- 
cate the photograph of the groundbreaking for the 1939 
Fair. 




Schaefer Center 

will occupy 
a 45,478 sq. ft. site 

in the 
Industrial Area 




7 



THE F. & M. SCHAEFER 




BREWING CO. 



R. J. SCHAEFER, President 

HOWARD H. JONES, Vice President 

JOHN T. MORRIS, Wee President, Marketing 

KARL W. MUELLER, Vice President, Plant and Production 

ELLIS M. MOORE, Vice President, Finance 

HAROLD A. SYKES, Treasurer 

ALVIN E. HEUTCHY, Secretary & General Counsel 




WORLD'S FAIR 

1964-1965 

COR PORATION 

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