SOURCE: Schaefer
Center Promotional Brochure
SCHAEFER CENTER |
at the |
NEW YORK WORLD'S FAIR |
1964-1965 |
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SCHAEFER CENTER
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RESTAURANT
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GREAT MOMENTS
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IN SPORTS GALLERY
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BEER GARDEN
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AND PATIO
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LONGEST BAR AT
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THE FAIR
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- THE F. & M. SCHAEFER BREWING
CO. will be represented at the 1964-1965 New York World's Fair
by Schaefer Center, an almost entirely plastic and fiberglass
structure. Designed with comfort and relaxation in mind, the
two domed building making up Schaefer Center will be surrounded
by beautifully landscaped grounds.
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. . .
- Visitors to Schaefer Center
will be greeted by many of the great names in sports who will
act as hosts. In addition, great moments in sports will come
alive as visitors view action photographs of these historical
events in the "Circle of Sports" Gallery.
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- Schaefer Center will accommodate groups up to 150 persons
who may wish to hold a reception or cocktail party on the Schaefer
Center Patio before dining at Schaefer Center Restaurant. (Groups
desiring further information can contact Schaefer Center Manager
at 430 Kent Ave., Brooklyn 11, New York).
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- Located under the larger of
the two domes, Schaefer Center Restaurant will serve fine
food and beverages in buffet or smorgasbord style. The smaller
domed unit, called The Rotunda, will present a 122-year review
of Schaefer history.
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- A 100-foot long bar and Beer
Garden will join the two buildings.
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SEE YOU AT SCHAEFER
CENTER
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WHEN YOU'RE AT THE FAIR
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SOURCE: 1965
Schaefer Center Souvenir Pamphlet
Schaefer Center's participation
in the New York World's Fair marks a return engagement for The
F. & M. Schaefer Brewing Co. In 1939-40, Schaefer Center
was one of the standout attractions at the first New York fair.
- Featuring cool beer gardens,
a 100-foot long outdoor bar and a modern buffet restaurant, Schaefer
Center in its first year of operation severed over 328,000 meals
and over 2,250,000 glasses of America's Oldest Lager Beer.
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- Many unique features have
made Schaefer Center an eye-catching exhibit. The two roofs,
for example, are air-filled floating plastic discs anchored to
plexiglass walls.
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- In addition to being a
haven for hungry and thirsty visitors, Schaefer Center also has
become the sports center of the fair. Each weekend, famous sports
personalities such as Y.A. Tittle, Rocky Marciano and Johnny
Unitas play host at Schaefer Center, signing thousands of autographs,
posing for pictures and talking sports with Schaefer guests.
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- The Schaefer beer severed
here at Schaefer Center is the result of over two centuries of
brewing skill. This same fine beer is available in stores and
taverns in 14 Eastern states.
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- When Frederick and Maximillian
Schaefer came to America in 1842 from Wetzlar, Germany, they
brought with them a new method of brewing beer. This cold storage
process (lagering) produced a sparkling product of nature far
superior to the"common" beer of that day.
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- For three years after
its founding in 1842, The F. & M. Schaefer Brewing co. produced
its larger beer in a small brewery on Broadway and Nineteenth
Street in New York City. However, lager plant facilities became
necessary in 1845 and again in 1849.
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- The increasing demand
for Schaefer Beer in New York prompted the company to build a
new brewery on Park Avenue and 51st Street in 1849 where they
remained for 67 years. In 1916, Schaefer secured property in
Brooklyn and later built the most modern plant of its day.
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- The F. & M. Schaefer
Brewing Co. became a two-plant operation in 1951 with the purchase
of a brewery in Albany, N.Y. This enabled the company to provide
faster and better service for a growing market, not only in upstate
New York, but all over New England as well.
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- In 1961, the company acquired
a malting plant in Buffalo, N.Y., making it possible to produce
its own quality barley malt.
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- Schaefer in 1963 became
a three-plant operation when it purchased a brewery in Baltimore,
Md., to strengthen its southern markets.
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- Proud of its tradition,
Schaefer takes an active community role with historical exhibits
in Plymouth and Sturbridge, Mass., and Mystic, Conn.
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- Today, The F. & M.
Schaefer Brewing Company - with headquarters in Brooklyn, N.Y.
- has become the largest regional brewer in the United States.
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- SCHAEFER
CENTER SOUVENIR BEER GLASSES
- Remember your visit to Schaefer Center and the New York World's
Fair with a set of six attractively designed glasses. No package
to carry home - just ask for an order blank and the souvenir
glasses will be mailed to any address you choose. The cost is
$2.50, including postage and handling.
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The
F. & M. Schaefer Brewing Co., New York & Albany, N.Y.
and Baltimore, Md.
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