The American Express Exhibit
at the Fair will offer a multitude of services to Fair visitors:
a 54-foot replica of the Fairgrounds will serve as an orientation
center, and Fair and travel information services will be available.
The three-storied pavilion will be constructed mainly of white
Press Announcement Brochure, NY World's Fair 1964/1965 Corporation,
Excerpt of remarks made
by Robert Moses, World's Fair President, on the occasion of the
World Press Announcement Ceremony for the American Express Pavilion
at the New York World's Fair 1964-1965, October 11, 1963:
Friends of the American Express and
of the Fair. There's a good deal of significance in the location
of this particular exhibit. it's at the main entrance -- a large
proportion of all the people who come to the Fair will pass by
here. And it has two main purposes: one has been emphasized by
the previous speaker, and I suppose I would put that first --
to attract people from all over the world and get them to come
here. This isn't easy to do and it takes an organization like
the American Express to do it.
Well, that's one of the objectives --
to bring people here from abroad, and that's something the American
Express can do superlatively well. There's another thing -- one
reason we were so anxious to have this particular facility at
this location is because so many people will come in here, and
it gives us an opportunity to move over here the big model of
the Fair that is now in the model room, so the visitors to the
Fair can come into this American Express building and see it
-- it's illuminated, it's a faithful reproduction and scale model.
They can see what is in the Fair and they can make up their minds
what they want to see.
Our World's Fair Pavilion Announced
ON OCTOBER 11 AMERICAN EXPRESS
ANNOUNCED ITS OFFICIAL PARTICIPATION AS AN EXHIBITOR DURING THE
1964-65 NEW YORK WORLD'S FAIR.
Mr. Howard L. Clark,
president of American Express Company, speaking at American Express
World Press Ceremony at the Fair. Mr. Robert Moses, Fair president
and Dr. Roberto de Mendoza, deputy chief of Protocol at the Fair,
are at right.
THE CEREMONIES, HELD ON A CLEAR,
WARM, AUTUMN MORNING, WERE ATTENDED BY A CROSS-SECTION OF AMERICAN
EXPRESS OFFICIALS AND STAFF, FAIR OFFICIALS AND PRESS REPORTERS
PRESIDENT HOWARD L. CLARK TOLD
THE GATHERING THAT AMERICAN EXPRESS WOULD CONSTRUCT A THREE-STORY
PAVILION AS A SPECIAL ADDITION TO ITS NETWORK OF OFFICES HERE
AND ABROAD. THE EXHIBIT, COVERING 13,000 SQUARE FEET, WILL BE
LOCATED NEAR THE MAIN ENTRANCE TO THE FAIR GROUND AND WILL HOUSE
THE HALF-MILLION DOLLAR OFFICIAL SCALE MODEL OF THE FAIR. THIS
UNUSUAL DISPLAY WILL ENABLE VISITORS TO QUICKLY ORIENT THEMSELVES
AND PLAN THEIR DAY OF SIGHTSEEING AND VISITING.
AMEXCO'S PAVILION SERVICE AREA
WILL CASH AND SELL TRAVELERS CHEQUES AND CONDUCT OTHER FINANCIAL
TRANSACTIONS TO ASSIST VISITORS AS WELL AS FAIR EXHIBITORS AND
"WORLD'S FAIR VALUE COUPONS,"
COMMISSIONABLE TO TRAVEL AGENTS AT 10%, WILL ALSO BE ON SALE
AT THE AMEXCO EXHIBIT. THESE COUPONS, SELLING FOR $25 A BOOKLET,
WILL BE VALID FOR ADMISSION TO ALL ATTRACTIONS AT THE FAIR AND
TO A NUMBER OF COOPERATING ESTABLISHMENTS IN NEW YORK.
THE FIRST MESSAGE TO BE SENT
AROUND THE WORLD FROM THE FAIR GROUNDS WAS ANOTHER FEATURE OF
THE DAY'S CEREMONIES.
MR. CLARK AND ROBERT MOSES, PRESIDENT
OF THE FAIR, JOINTLY PUSHED THE BUTTON OF A TELETYPE MACHINE
CONNECTED BY DIRECT WIRE WITH AMERICAN EXPRESS OFFICES ABROAD.
THE MESSAGE PROCLAIMED THE COMPANY'S PARTICIPATION IN THE FAIR
AND LAUNCHED ITS CAMPAIGN TO ATTRACT FOREIGN VISITORS AS AN ADJUNCT
TO ITS "TRAVEL AMERICA" PROGRAM WITH THE UNITED STATES
learned about the company's World's Fair plans via a special teletype
message from Mr. Clark. Replies from overseas were also received
before the ceremonies were concluded. Texts follow:
- NY 012
- TO ALL OVERSEAS
OFFICES OF AMERICAN EXPRESS: 10/11/63
- THIS MESSAGE
IS COMING TO YOU BY DIRECT WIRE FROM THE SITE OF THE AMERICAN
EXPRESS PAVILION AT THE NEW YORK WORLD'S FAIR 1964-1965. AT OUR
CEREMONIES HERE TODAY, WE ARE OFFICIALLY ANNOUNCING OUR PARTICIPATION
IN THE FAIR. BY THIS MESSAGE I ASK YOU TO ACCELERATE IMMEDIATELY
AMERICAN EXPRESS' CAMPAIGN TO PROMOTE ATTENDANCE AT THE FAIR
FROM ABROAD. BECAUSE OF ITS WORLD WIDE STRUCTURE, AMERICAN EXPRESS
CAN PLAY A UNIQUE ROLE IN HELPING THE FAIR TO ACHIEVE ITS OBJECTIVES.
THIS IS IMPORTANT TO BOTH THE FAIR AND TO US.
- THE WORLDWIDE
AMERICAN EXPRESS COMMUNICATIONS NETWORK WHICH BRINGS YOU THESE
WORDS WILL BE AVAILABLE TO SERVE VISITORS ALL OVER THE WORLD
IN TRANSACTING THEIR FINANCIAL AND TRAVEL BUSINESS. OUR WORLD'S
FAIR PAVILION THUS BECOMES ANOTHER TRULY INTERNATIONAL OFFICE
OF AMERICAN EXPRESS.
- CLARK - PRESIDENT
- LO 063
- CLARK - PRESIDENT
- MESSAGE FROM
WORLD'S FAIR RECEIVED, DELIGHTED TO LEARN OF AMERICAN EXPRESS
PAVILION. ASSURE YOU OF OUR ALL-OUT COOPERATION TO PROVIDE MAXIMUM
ATTENDANCE AT WORLD'S FAIR FROM GREAT BRITAIN AND IRELAND.
- ELLIOT - VP
AT THE SAME TIME, THE WORLD'S
FAIR ANNOUNCED THAT IT HAS DESIGNATED OUR CREDIT CARD AS OFFICIAL
CREDIT CARD OF THE WORLD'S FAIR 1964-65, AND THE COMPANY'S TRAVELERS
CHEQUES AS OFFICIAL TRAVELERS CHEQUES.
IN HIS ANNOUNCEMENT STATEMENT
MR. CLARK SAID: "IN ONE WAY OR ANOTHER AMERICAN EXPRESS
HAS PARTICIPATED ACTIVELY IN EVERY UNITED STATES EXPOSITION SINCE
THE CHICAGO WORLD'S FAIR OF 1893. WE ARE ALL CONVINCED THAT THIS
WORLD'S FAIR WILL PROVE TO BE THE MOST COMPREHENSIVE, VARIED
AND EXCITING EXPOSITION EVER TO TAKE PLACE, EITHER IN THIS COUNTRY
OR ABROAD. THEREFORE, WE'RE GOING TO DO EVERYTHING WE POSSIBLY
CAN TO HELP MAKE THE NEW YORK WORLD'S FAIR 1964-65 AN UNQUALIFIED
AND UNIQUE SUCCESS, WITH MAXIMUM ATTENDANCE FROM ABROAD AS WELL
AS FROM WITHIN THIS COUNTRY."
AS PART OF THE COMPANY'S WORLDWIDE
PROMOTIONAL PROGRAM, ALREADY UNDER WAY, AMEXCO HAS INAUGURATED
AN ALL-NEW SERIES OF THREE, FOUR AND SEVEN-DAY WORLD'S FAIR PACKAGE
TOURS WHICH ARE NOW ON SALE AT ALL OUR OFFICES IN THE UNITED
STATES AND ABROAD, AS WELL AS AT OTHER AGENCIES.
IN ANTICIPATION OF THE SUCCESS
OF THIS PROGRAM, THE COMPANY HAS RESERVED 850 NEW YORK CITY HOTEL
ROOMS IN VARIOUS PRICE CATEGORIES FOR EACH OF THE 360 DAYS THE
FAIR WILL BE OPEN. THE COMPANY WILL USE A COMPUTER TO ASSIST
ITS AGENTS THROUGHOUT THE WORLD IN BOOKING THESE ROOMS.
ALSO PREVIOUSLY ANNOUNCED IS
THE SPECIAL TWO-WEEK SEASON OF METROPOLITAN OPERA PERFORMANCES
IN CONNECTION WITH THE FAIR. THESE WILL BEGIN ON MONDAY, APRIL
27, AND CONTINUE THROUGH SUNDAY AFTERNOON, MAY 10. AMERICAN EXPRESS
IS SERVICING AS EXCLUSIVE WORLD-WIDE TICKET AGENT FOR THE 16
Discussing the 54-foot
replica of the Fairgrounds, are: Mr. James A. Henderson, vice
president, American Express; Mr. Ralph T. Reed, chairman of the
Executive Committee, American Express; Mr. Robert Moses, president
of the New York World's Fair; and Mr. Howard L. Clark, president
of the American Express Company.
SOURCE: GOING PLACES,
November 1963; Photos: Ceremony Brochure, NY World's Fair
AMERICAN EXPRESS PAVILION
NEW YORK WORLD'S FAIR, 1964-65
A Project of
- THE AMERICAN EXPRESS CO.
- 65 Broadway
- New York, N. Y.
KELLY & GRUZEN, ARCHITECTS
GEORGE A. FULLER, GEN. CONTRACTORS
LOCATION: By virtue of its location, at the corner of the
Avenue of the Americas and New York Avenue, diagonally across
from the major point of entry to the Fair by subway and rail,
THE AMERICAN EXPRESS PAVILION will be a key point for visitors
wishing to orient themselves and plan their activities upon first
arriving at the Fair grounds.
BASIC FUNCTIONS of the Pavilion will be to offer a complete
American Express Banking facility and traveling counseling services
for visitors; and also to provide a distinctive showcase and
exhibit hall for the official scale model of the Fair, a 540
foot long reproduction of the exposition built at a cost of more
than half a million dollars.
In addition the Pavilion will display by way of works of art
and sculpture, graphics and film projection -- the history of
the Company and the scope of its world wide services in banking
and credit accommodations.
MAJOR DESIGN FEATURES of the 2-story structure consist of
strong building mass' relieved with varying geometric shapes
that express and emphasize the basic functions of the Pavilion
as both a banking and exhibit facility.
Three sides of the steel framed building are enclosed completely
with six-inch, vertical strips of white cedar. The southwest
side, along a major pedestrian thoroughfare (New York Avenue)
is enclosed with large expanses of clear glass, two stories high,
with wood mullions of Douglas Fir, affording a panoramic view
into the building. The view will encompass varying graphic panels
and murals which will form the free standing wall that encloses
the model exhibit area.
The Pavilion will rest on a concrete platform several feet
above ground level. Concrete plaza steps leading to a spacious
terrace platform, enclosed by a concrete will, will load visitors
directly into the main entrance.
Express Press Release, Undated
AMERICAN EXPRESS PAVILION -2-
NEW YORK WORLD'S FAIR, 1964-65
KELLY & GRUZEN, ARCHITECTS
On the outside, to the left of the main entrance and on the
terraced platform, will be two free-standing graphic displays:
a "Money Tree" sculpture with one million dollars net
worth in international currencies laminated to the "leaves";
and a mosaic map of the world constructed of multi-colored chunks
of plastic. The map will pinpoint the locations 400 American
Express Offices throughout the world; the back of the map will
contain a directory listing restaurants at the Fair and in New
York that honor the company's credit card. Size of the map will
be approximately 30 feet long, 14 feet high.
In addition to the Fair model on the main banking floor, a
unique film projection system will be featured. A group of five
coordinated projectors will create an endless variety of images,
comprising photos of people, places and things on the 55 foot
long wall above the banking counters. Images will move across
the wall as they are individually illuminated from projectors
lined at 11 foot intervals at ceiling height along the opposite
The center of the banking floor which will be devoted to the
Fair model will be enclosed by walls of varying heights creating
a controlled area through which visitors will be guided in a
direct route around the model.
The Pavilion will occupy 13,000 square feet of space on a
26,000 square foot site. Construction cost: $1,000,000.
LEV ZETLIN: STRUCTURAL ENGINEERS
SYSKA & HENNESSY, MECHANICAL ENGINEERS