As a young electrical engineer, George J. Schulmerich revolutionized
the art of bell making when, in 1930, he invented the electromechanical
carillon. Instead of traditional cast bells, this carillon used
"bell generators" made up of tuned bronze rods, electrically
activated striking hammers and electrostatic pickups to convert
the barely audible bell sound into an electrical signal which
is then amplified and broadcast from speakers mounted in a carillon
tower. The carillon can be played manually from an organ-like
console or can be programmed to play automatically.
By the early 1960s, Schulmerich had an advanced line of electronic
bell instruments being sold at home and abroad. In 1962, Vice
President of Sales, Ronald Beach, cold-called Coca-Cola's advertising
agency in New York hoping to spark some interest in a carillon
at one of the company's locations. Unfortunately, no one would
see him. However his visit did not go unnoticed, for two weeks
later he received a call from Coke Vice President J.E. Duffield
who asked Mr. Beach if he thought Schulmerich might be able to
create a carillon for Coca-Cola's pavilion at the upcoming
New York World's Fair. Mr. Duffield's vision called for a soaring
tower that would provide a central focus for the pavilion. Mr.
Beach soon had the contracts signed and work began in Sellersville
on the "World's Largest Carillon."
The final product was a 610 bell carillon with a 120-foot
tower containing 57 speakers. The console had 2-keyboards, 50-stops
and 32-pedals, and was housed in a glass enclosure at the base
of the tower. The electronics were held in fifteen(!) 6x2x2 foot
metal cabinets that were installed in a second floor office in
the pavilion's VIP section. Only one cabinet contained the bell
generators, the rest mostly being used to house the electronic
amplifiers that provided 3000 audio watts to the tower speakers.
The carillon, console and tower were manufactured, wired and
tested in Sellersville, then disassembled and shipped to Flushing
Meadows in early 1964.
One cabinet contained an automatic player which used punched
paper tape to play preprogrammed selections on the carillon throughout
the day. Thus, if it was Scotland Day at the Fair, the selections
would be Scottish tunes. These alternate-hour programmed recitals
lasted about five minutes. Coke originally wanted the carillon
to play much longer but were persuaded that it might be viewed
by some as "too much of a good thing".
For the Vatican Pavilion, Schulmerich donated a 50-bell
Americana carillon with keyboard, as well as a full scale replica
of the commemorative bell cast in memory of the second Ecumenical
Council. This bell was about four feet high and weighed nearly
1,000 pounds. The carillon was programmed to play automatically
throughout the day. Angelus was rung as the Fair opened, at noon,
and at 6:00 PM, and the bells were used with the continuous Mass
that was celebrated inside the pavilion chapel.
The Protestant and Orthodox Center was also given a
50-bell Americana which was used to play pre-recorded religious
music continuously indoors as background music throughout the
pavilion. The bells and keyboard were only used when a recital
was given in honor of a visiting church dignitary.
For the Belgian Village, twenty-five cast bells were
produced by Schulmerich's affiliate Eijsbouts Royal Bell Foundry
of Asten, Holland. These were then installed in the top of the
large bell tower at the northeastern edge of the four acre Village
bordering Meridian Road and the Long Island Expressway. These
mechanically operated bronze bells, the largest weighing a massive
500 pounds, met an unfortunate fate the night the Fair closed
for good in October 1965. When workers came the next morning
to remove the bells they noticed a huge area of damaged concrete
at the base of the tower, as if something very heavy had fallen.
Upon reaching the bell landing they discovered what it must have
been: the 500 pound bell was missing. Apparently the other 24
bells had opted to take the stairs, but they too had vanished,
never to be heard from again. They were presumed to have been
sold for their scrap metal value, a small fraction of their worth
as bells, and nowhere near the $100,000 the carillon had cost.
The West Coast university that had purchased the bells in advance
for their historic value had to have its money refunded.
After the Fair closed, Coca-Cola decided to give its carillon
a permanent home at Stone Mountain Park, near its Atlanta, Georgia
headquarters. The electronics are the same, but the tower was
completely replaced, designed and built by local craftsmen. John
Klein, the official carilloneur during the Fair, played the old
Coca-Cola carillon at its new location for several seasons after
the Fair.
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