The United States Goes to the Fair


Congress Approves, President Signs Fair Appropriation

President John F. Kennedy, as he conferred with Robert Moses and Thomas J. Deegan, Jr. some months ago regarding Government participation in the Fair. The President signed an appropriations bill of $17,000,000 for the Federal Pavilion on July 26.
Kennedy confers with Moses & Deegan

Congressional approval of an impressive Federal Pavilion to be erected at the Fair was expressed emphatically on July 23, when both the Senate and the House voted an appropriation of $17,000,000 for construction and operation of the governmental exhibit. The appropriations bill was sent to President Kennedy immediately and the chief executive signed it on July 26.

Robert Moses, president of the Fair, welcomed the news as "an announcement of great significance not only for the expected 70 million Fair visitors but also, and more especially, for our nation."

Concepts of the Federal Pavilion and its proposed theme "Challenge to Greatness" give promise of an exceptionally fine exhibit that will take maximum advantage of the Fair's great potential for promoting international good-will and peace through understanding.

Planned by a citizens' advisory committee established by Secretary of Commerce, Luther H. Hodges, the Federal Pavilion will encompass three sections:

1. AN INTRODUCTORY AREA - to welcome viewers and highlight the purpose of the Pavilion.

2. A SPECIAL EVENTS AREA - to emphasize the relationship of the individual citizen to local, state and national governments through examples of historical events of special significance to the American heritage.

Space will also be set aside in this area to show arts and crafts illustrating native skills of the American people.

3. A MAIN EXHIBIT AREA - with displays devoted to progress down to the present and looking to the future in the fields of public affairs, economics, science, education, health and the arts.

As described by President Kennedy in his March 13 message to the House of Representatives the "Challenge to Greatness" theme of the Federal Pavilion "will enable us to present to the world not a boastful picture of our unparalleled progress but a picture of democracy -- its opportunities, its problems, its inspirations and its freedoms."

The Fair's executive committee greeted the official green light from Congress as the signal to give every priority and maximum cooperation to the Commission responsible for erecting a pavilion of American democracy in time for Fair Opening Day, April 22, 1964.

In accordance with the legislation passed, the Fair is now awaiting appointment of a Federal Commissioner who will be named to plan the exhibit on the 196,349 sq. ft. site reserved by the United States.

The 68 foreign nations and the domestic, industrial and commercial community of America who have already announced participation may now look with confidence to the host nation as a distinguished fellow exhibitor.

Source: FAIR NEWS, Vol. 1, No. 3, August 2, 1962

With General W. E. Potter looking on, Secretary of Commerce Luther H. Hodges presents Presidential Certificate to Norman K. Winston (center), naming him to be United States Commissioner for the New York World's Fair.
Luther Hodges appoints Winston commissioner

Mr. Norman K. Winston has been appointed United States Commissioner for the New York World's Fair by President Kennedy. Mr. Winston, a builder of international reputation, has been a trade fair advisor to the U.S. Department of Commerce for many years

 

Source: Progress Report #6, September 12, 1962

 

Norman K. Winston, United States Commissioner for the New York World's Fair, poses with the model of the Federal Pavilion.
Norman K. Winston & Model

Weston-Summers, Inc.
9229 Sunset Boulevard
Los Angeles, 69, California
 
Contact: Charles Luckman, Jr.
Contact: CR 4-9828
For: Charles Luckman Associates For Release Tuesday, 1-22-63 

FEDERAL PAVILION - NEW YORK WORLD'S FAIR

"The Federal Pavilion at the 1964-65 New York World's Fair will be a monumental structure, more than a city block square, which will seemingly "Float" 20 feet above the ground on only four supporting columns," stated Norman K. Winston, U.S. Commissioner to the Fair, as he announced the project today by unveiling a beautiful model of the building. This gave the public its first look at what will be one of the major exhibits of the Fair. President Kennedy led a host of Federal, State and City officials in the groundbreaking ceremonies.

Designed by Charles Luckman Associates, internationally known architectural firm of Los Angeles, the pavilion will house an exhibition based on the theme "Challenge to Greatness," which was selected by the Secretary of Commerce, Luther H. Hodges, upon the advice of a committee of outstanding citizens appointed by the President.

The entire structure is elevated in the air, thus permitting the creation, in the center of the building, of a gracefully rising pyramid of steps which lead through landscaping and waterfalls, up to the colorful Garden Court at the second level. A unique feat of engineering has made possible the supporting of the structure on only four columns, even though the building itself is 330 feet square. All four sides of the Pavilion will be cantilevered out 75 feet from the columns. This is believed to be the largest building cantilever yet built.

"To bring such a large building down to the human scale, we have developed a new type of translucent glass wall," said architect Charles Luckman. "It will be fabricated of thousands of pieces of vari-colored glass. In the daytime, the sun will reflect a shimmering warmth. At night, with reflector lights placed inside the wall, the sparkle from the muted tones of glass will give a warm and exciting glow."

Source: Charles Luckman Associates January 1963 Press Release

The design for the Pavilion was selected on November 13 by a review committee representing the U.S. Commissioner, the Department of Commerce and the General Services Administration. The final design was chosen from 26 different ideas submitted by the architect. It was selected as an impressively simple, dignified structure, providing facilities for the most efficient handling of a traffic flow of nearly 40,000 visitors per day and meeting the technical requirements for the exhibits, auditorium, museum and offices.

The Pavilion will rise 84 feet into the air and has been designed with a center Garden Court that is 150 feet square. When visitors come to the end of the Central Mall of the Fair, they will walk under the cantilevered Pavilion Building. As they near the center, they will start up the pyramid of steps, or use the glass enclosed escalators. As they rise, the beauty and human scale of the Garden Court begins to unfold. Serving as a central meeting place and access point to all exhibit areas, it is exposed to the sky, yet protected on all four sides by the inner walls of the Pavilion. Trees, flowers, fountains, benches, balconies and specially designed walls of wood will provide an atmosphere of peaceful relief from the noise and confusion of the Fair.

From the Garden Court, open bridges are crossed to gain entry into the main exhibit areas, the museum for historical displays and the auditorium in which will be held small recitals and international convocations.

The structural system is composed of four inner trusses measuring 57 feet high by 172 feet long and four outer trusses which are the same height but are 330 feet long. These outer trusses are supported by means of hanger members which transfer the loads to the inner trusses and then to the four supporting columns. "The result of this system has two major advantages. This system allows the use of 75 foot cantilevers, thus creating the "floating" effect and a reduction in the amount of structural steel required. The requirements for structural steel have been reduced to 4,340 tons, which is unprecedentedly low for a structure of this size," stated Fred Severud, structural engineer on the project. All of the mechanical and electrical systems are supplied by means of risers in the columns that support the structure. The mechanical equipment, such as air conditioning, is housed under the pyramid of steps.

Del E. Webb is the prime contractor. Severud, Elstad, Kruger Associates, New York city, are the structural engineers and Slocum and Fuller, Inc., New York City are the mechanical and electrical engineers.

# # #


Model of the Federal Pavilion for the 1964/1965 New York World's Fair

Source: Progress Report #7, January 23, 1963

Two views of the Pavilion Model

NEWS

 FROM: Robert Jones FOR IMMEDIATE RELEASE 

 

U.S. DISCLOSES EXHIBIT PLANS FOR

NEW YORK WORLD'S FAIR PAVILION

 

NEW YORK CITY, Dec. 17 -- Exhibitions in the soaring United States Pavilion now nearing completion at the New York World's Fair will present "the nation's faith in its land, people, and ideas."

Norman K. Winston, U.S. Commissioner to the N.Y. World's Fair, made this statement today as he revealed the government's exhibition plans for the block-long Pavilion, one of the largest in the Fair.

He said that the two floors covering 150,000 square feet of floor space will be used to provide a dramatic visualization of the major challenges and problems confronting the U.S. today.

New and unusual techniques have been developed to create a series of informative displays on the theme, "Challenge to Greatness" which was chosen last year by a committee of distinguished U.S. citizens, Commissioner Winston said.

The 330-foot long Pavilion, elevated 20 feet above the ground, will accommodate 40,000 visitors daily. It is the largest fair exhibition yet undertaken by the government. The United States Commission was formed in 1962 by the U.S. Department of Commerce.

Among the highlights are:

A 9-minute film about the origins of U.S. citizens;

- MORE -

 

UNITEDx.STATESX.COMMISSION
NEW YORK WORLD'S FAIR 1964-5 
DEPARTMENT-XOF-XCOMMERCE
60 WEST 49 ST..NYC20..LT1-6611 

U.S. COMMISSION TO THE N.Y. WORLD'S FAIR - Add 1

News machines, a space satellite, and other dramatic elements to portray the nation's most important challenges;
15-minute ride through 130 enveloping motion picture screens; and
Computer-oriented library providing facts and information about the exhibit.

Commissioner Winston, appointed by President John F. Kennedy to develop and administer the U.S. participation in the World's Fair, is an inveterate fair-goer. He served in official capacities in the 1959 Moscow Fair and trade fairs in Poznan, Zagreb, Vienna, and Paris.

Commissioner Winston explained the exhibition will concentrate on portraying the national spirit and character.

Quoting from the report of the citizens' advisory committee that selected the exhibit's theme, Commissioner Winston said the displays will invite interest: "...Not in our achievements but in the spirit which leads to them ... (in) helping visitors to see and understand our challenges, our responsibilities, our dedication, and provide a more accurate and meaningful excursion into the character of a nation that serves as a model for freedom and bears the burden of proof that a democratic system succeeds."

Visitors, entering the raised Pavilion from its enclosed garden court, will read these lines from a poem by Archibald MacLeish:

"The American Journey has not yet ended.
America is never accomplished.
America is always to build."

From the entrance foyer, visitors will proceed to a hall and view a 9-minute film titled, "The Voyage to America." The film tells the story of the nation's immigrant origins, and portrays dramatically why succeeding waves of immigrants were drawn to our shores.

- MORE -

U.S. COMMISSION TO THE N.Y. WORLD'S FAIR - Add 2

Next, in two large halls, visitors will see exhibits depicting some of the major challenges before the U.S. today, as interpreted by the designers.

Some of these challenges -- including Democracy, growth, learning, the arts, special concerns such as automation and urban renewal, the sciences, and equal rights -- embrace domestic problems within our own boarders.

Others pertain to international relations, including the Free World, developing nations, UN, arms control, population explosion, the world community, and space.

Commissioner Winston said each of these challenges is explained in a dramatic, often unique, three-dimensional manner. For example, a weather satellite station monitors signals from Tiros in orbit.

There are also teaching machines, news machines, a coal-digging machine located in this section to help dramatize the nation's challenges, Commissioner noted.

After touring the "challenges" section, Commissioner Winston said visitors will move to the Pavilion's upper floor for a 15-minute ride. Here visitors will travel on 12 moving grandstands on an excursion through the great sights and sounds of American history. During the "ride" the visitor will be enveloped by filmed images and become the object of stereophonic effects -- all deigned to make him "an actual participant in the nation's history-making events," Commissioner Winston said.

"We believe the ride will be an inspirational experience for each visitor," the Commissioner said. "It will bring into sharp focus what it means to be a U.S. citizen; the great advantages and, of course, the great responsibilities."

- MORE -

U.S. COMMISSION TO THE N.Y. WORLD'S FAIR - Add 3

Visitors may also visit the pavilion's 10,000-square-foot library where literature and other printed materials will be available. The library, sponsored by the American Library Association, will be staffed with experienced librarians, aided by an electronic computer for retrieving facts and data on every subject covered in the entire "Challenge to Greatness" exhibition.

Commissioner Winston said work on the Pavilion is on schedule. "It will be ready to receive the first visitors on April 22 when the fair opens."

 

 

- 30 -
Source: US World's Fair Commission December 1963 Press Release

NEWS

 FROM: Robert Jones FOR RELEASE: Dec. 17, 1963 

 

AMERICAN HISTORY TO BE DEPICTED

IN UNIQUE FILMED EXPERIENCE

AT U.S. WORLD'S FAIR PAVILION

 

A 15-minute "you-are-there" journey through America's rich 480-year history awaits visitors to the big United States Pavilion at the New York World's Fair.

Using new techniques that "surround" viewers with sound and film, audiences will travel through time, from the discovery of North America to a Space Age moon landing.

The "American Journey" will occupy the entire 75,000-square-foot upper level of the U.S. Pavilion, according to Norman K. Winston, U.S. Commissioner to the N.Y. World's Fair.

Groups of 55 persons will be transported on this "adventure in history" in specially-designed, open-top conveyances.

The 15-minute journey, Commissioner Winston explains, will be presented through films projected on more than 130 differently-shaped screens. Stereophonic speakers in the headrests of each contour seat will bring narrative, music, and sound effects to comfortably-seated "travelers."

- MORE -

 

UNITEDx.STATESX.COMMISSION
NEW YORK WORLD'S FAIR 1964-5 
DEPARTMENT-XOF-XCOMMERCE
60 WEST 49 ST..NYC20..LT1-6611 

U.S. COMMISSION TO THE N.Y. WORLD'S FAIR - Add 1

 

"This film journey will surround viewers with a sound-and-picture adventure that will leave them enlightened, entertained, and impressed with this nation's historical background and future challenge," Commissioner Winston said.

The presentation, under the direction of Commissioner Winston, is being produced by Cinerama, Inc., at the film-maker's Redwood, Calif. studios.

Camera crews have ranged the U.S. for unusual and historic sequences to be incorporated into the final footage. Museums and government agencies also have contributed suggestions and ideas to authenticate the story-line.

"'American Journey' is intended to be a total experience, and a startling adventure at every turn," Commissioner Winston said. "We fully expect that audiences will take this journey four or five times and enjoy a new experience each time."

 

 

 

- 30 -
Source: US World's Fair Commission December 1963 Press Release

NEWS

 FROM: Robert Jones FOR RELEASE: Dec. 17, 1963 

 

AMERICA'S LIVELY ARTS TO BE FEATURED

AT U.S. PAVILION AT WORLD'S FAIR

 

Top-level entertainment drawn from the best of America's lively arts will be an integral part of the United States Pavilion at the New York World's Fair.

A 600-seat theater, a 200-seat auditorium, and a 3 1/2 acre mall -- a part of the U.S. exhibit -- will be the settings for special events that include films, dramas, musical comedies, recitals, seminars, and readings.

Norman K. Winston, U.S. Commissioner to the New York World's Fair, said that visitors to the Pavilion's 600-seat theater will view a film which highlights "the heritage and legacy of the American spirit and the rich cultural contributions to our society of the nation's 40 million immigrants."

Commissioner Winston said the film will serve as the introduction to the U.S. Pavilion's exhibits. The film is being produced under the direction of John Houseman, head of the U.C.L.A. Drama Work Shop and former director of the Shakespeare Theater at Stratford-on-Avon. He is also a recipient of several awards for prize-winning television dramas.

- MORE -

 

UNITEDx.STATESX.COMMISSION
NEW YORK WORLD'S FAIR 1964-5 
DEPARTMENT-XOF-XCOMMERCE
60 WEST 49 ST..NYC20..LT1-6611 

U.S. COMMISSION TO THE N.Y. WORLD'S FAIR - Add 1

 

Arrangements are being made with Virgil Thompson, well known American composer and conductor, to compose original music for the film. Mr. Thompson who is a former New York City newspaper music critic has created musical scores for the films "Louisiana Story" and "The River."

The 200-seat theater will be used for selected performances of American dramas, musicals, and various types of recitals.

On the Mall a special events program will be initiated "to present the quality, creativity and vitality of grass-roots America," according to Commissioner Winston. Included will be forums utilizing outstanding talent, amateur and professional folk musicians, concert artists, choral groups, ballet, jazz combinations, symphony orchestras, and string quartets.

"Our goal is to present at the U. S. Pavilion some of the nation's outstanding talent in programs that will express the American spirit, which, of course, is the underlying theme of the Pavilion," Commissioner Winston declared.

 

 

 

- 30 -
Source: US World's Fair Commission December 1963 Press Release

Artist's depiction of the "American Journey" Ride at the Federal Pavilion where visitors, seated in open-top conveyances, ride past film depictions of American History.
Artist's depiction of American Journey

NEWS

FACT SHEET

United States Commission to the 1964-5 New York World's Fair

Background

Federal participation was authorized by the late President Kennedy under the terms of the Mutual Educational and Cultural Exchange Act of 1961, and Congress appropriated $17 million for the purpose in July, 1962.

The U.S. Commission to the 1964-5 New York World's Fair was formed in August 1962 within the U.S. Department of Commerce.

Norman K. Winston was appointed by President Kennedy to head the Commission with the official title of U.S. Commissioner to the 1964-5 New York World's Fair.

Theme of the U.S. Pavilion "Challenge to Greatness" was recommended by a citizens' advisory committee appointed by U.S. Secretary of Commerce Luther H. Hodges and under the chairmanship of Charles F. Spalding. The committee recommended that the United States exhibit invite interest "not in our achievements but in the spirit which leads to them ... Helping visitors to see and understand our challenges, our responsibilities, our dedication, would provide a more accurate and meaningful excursion into the character of a nation that serves as a model for freedom and bears the burden of proof that a democratic system succeeds."
U.S. Pavilion Twenty-eight preliminary designs were submitted by the architectural and engineering firm, Charles Luckman Associates of New York and Los Angeles. From these, four were chosen for development on esthetic and practical grounds. A final choice was made November 13 by a review committee, representing the U.S. Commission, Department of Commerce and General Services Administration.

 

UNITEDx.STATESX.COMMISSION
NEW YORK WORLD'S FAIR 1964-5 
DEPARTMENT-XOF-XCOMMERCE
60 WEST 49 ST..NYC20..LT1-6611 

-2-
Location: At one end of a central mall facing the Unisphere, theme of the Fair.
Site:  4 1/2 acres.
Building: 150,000 square feet completely raised on four columns; 330 feet in length; 84 feet high.
Capacity: 40,000 visitors daily - limited by exhibit traffic flow.
Structural Engineers: Severud, Elstad, Krueger Associates, New York.
Mechanical and Elec. Engineers: Slocum & Fuller, Inc., New York.
General Contractor: Del E. Webb Corp., Phoenix.
Construction Supervision: General Services Administration.
Construction Start: December 14, 1962.
Exhibition Walk Through

Visitors will enter the elevated building from under the cantilevered structure, climbing a pyramid of steps or riding escalators to a second-level Garden Court which will serve as a central meeting place with access point to the building.

The lower level exhibition hall will be devoted to presenting the following subject material:

Challenge to Greatness: The American Journey -- tells the story of immigration and our present unique diversity.

The Challenges: Today -- presents our opportunities and goals, and also deals with the real concerns -- our social and moral ideas.

The second level of the building is devoted to defining the commitments and responsibilities of the individual in our nation -- a society dedicated to the welfare of all. Here the visitor will embark upon a "ride" through a theatrical experience.

Here is summarized the essential spirit of the exhibition and the nation. It will project indelibly the possibilities of a truly free life in a democracy dedicated to the welfare of all men everywhere.

-3-
Special Events On the open mall surrounding the Pavilion, regular programs of American music and lively arts will be offered.
The Information Area Before leaving the Pavilion, visitors will be able to acquire further information about subjects that have been treated within the exhibit. A computer facility is planned where visitors will be able to indicate certain facts relating to material in the exhibit.
U.S. Commission Personnel
Norman K. Winston, Commissioner
Nathan Ostroff, Deputy Commissioner
Philip B. George, Assistant Commissioner for Design and Exhibits
Samuel Kingsley, Assistant Commissioner for Administration
Address:

United States Commission to the 1964-5 New York World's Fair

609 West 49th Street
New York 20, New York (LT 1-6610) 
 
Room 5896
U.S. Department of Commerce
Washington 25, D.C.
Source: US World's Fair Commission Fact Sheet

Model of the Federal Pavilion for the 1964/1965 New York World's Fair
Pavilion Model Color Photo

More Content