Pavilion Guide


Visitor Guide Cover

WELCOME

We are happy to welcome you, our guests, to the Better Living Center which you will truly find is a complete "Fair within the Fair."
 
This is the largest multiple exhibitor building at the New York World's Fair. On a two acre site, it is 80 feet high, hexagonally-shaped and encloses over a million square feet of air conditioned space. It is the largest exhibit building in the Fair's industrial section, and has telescopes on the roof affording panoramic views of the entire Fair site.
 
The Better Living Center is the showcase for companies with products and services setting standards for a richer life in six major areas: Fashion, Food, Health, Home, Family security and Leisure.
 
For your greater comfort, we have provided a "top-down" traffic flow pattern. Take the glass elevators (outside, in the see-through tower) to the Penthouse observation desk and walk down the carpeted ramps through floors packed with attractions of every description
. . . or if you prefer, escalators will take you up inside the Better Living Center. We know you'll enjoy every minute you spend in the "Fair within the Fair."
 
 
 
 
PLEASE NOTE: Better Living Center Staff is at your service for information, lost and found, first-aid. Contact any of the pages in navy blue blazers and grey slacks, or the hostesses in royal blue jumpers, or uniformed Pinkerton Guards or Building Manager's staff on second floor near elevators.
 
 
SEE BACK COVER FOR ALPHABETICAL LIST OF ATTRACTIONS

Pavilion Plan

BLC - Floor Plan 1  BLC - Floor Plan 2


Penthouse Floorplan

Major Features
* * * * * * * * * *
GLASS ELEVATOR
Here's a thrill Ride to the Penthouse terrace in the glass tower elevator, and watch the entire Fair unfold beneath you on the 80 foot ascent.
HILTON INTERNATIONAL CAFE
Five different kitchens feature delectable dishes from five world areas. There's a gay cocktail lounge, and dining on the terrace. 
MARCO POLO CLUB
A private club for exhibitors and their guests. 
WOMEN'S HOSPITALITY CENTER
Another private area, sponsored by Purex, available to members of womens clubs and organizations upon presentation of membership card. 
CHARLES OF THE RTIZ
The world famous beauty authority maintains a lovely Salon in the Penthouse; use interior elevator (tell guard you want the Ritz). 
ROOFTOP OBSERVATION DECK
Wonderful panoramic view of entire Fair from terrace reached by outside glass elevator tower, or stairs from third floor. 
PH-1
ROOFTOP OBSERVATION DECK
PH-6
MARCO POLO CLUB
PH-2
HILTON INT'L. CAFE- Presenting Food From Around The World
PH-7
MARCO POLO CLUB TERRACE
PH-3
OUTSIDE TERRACE RESTAURANT
PH-8
PENTHOUSE TERRACE
PH-4
ROOFTOP OBSERVATION DECK
PH-9
CHARLES OF THE RITZ BEAUTY SALON
PH-4A
GLASS ELEVATOR TOWER RIDE
PH-10
PUREX PENTHOUSE- The Official World's Fair Women's Hospitality Center
PH-5
INT'L. CAFE COCKTAIL LOUNGE
PH-11
EXECUTIVE HOSPITALITY LOUNGE- International Telephone & Telegraph Co.


3rd Floor Floorplan

Major Features
* * * * * * * * * *
BORDEN'S "ELSIE THE COW"
A wonderful show, and sideshow -- and you'll meet the world's most beautiful bovine!
ARNOLD PALMER PUTTING COURSE
Hey! You'll get a real kick out of this "green grass" putting course -- match your wits with the traps and challenges here!
ART GALLERY
"Four Centuries of American Art" featured here, and you can get a commemorative book illustrating and describing the paintings.

 

 

 

BORDEN'S ELSIE CHARMS ALL
Elsie the Cow, first introduced at the New York World's Fair of 1939, is now playing to more than 30 full houses a day. "All About Elsie" is a musical revue presented every quarter hour in a theater accommodating 1,100 persons each hour. It depicts, whimsically, a day in the life of Elsie. The bovine beauty remains stationary in center stage as toy-like sets and characters change around her.
 
The Borden exhibit also contains a sideshow area in which animated figures entertain. A flower-bedecked fantasy ship, "Elmer's Chemical Ark," rests at anchor in the exhibit center as colorful animals march aboard to the gravel voice of Elmer singing them welcome. And for the homemaker, Borden's Demonstration Doll offers special attraction. Here costumed demonstrators present shortcuts to fabulous desserts using the latest convenience foods. Inside the Borden Theater, Elsie presents one moo-ving performance after another.
3-1
ART GALLERY -- "4 CENTURIES OF AMERICAN MASTERPIECES"
3-12
WHIRLPOOL CORP.
3-2
GENERAL FOODS LOUNGE
3-13
WNEW RADIO STATION
3-3
SUNSHINE BISCUITS, INC.
3-14
DENVER-CHICAGO TRUCKING
3-4
CANADA DRY CORP.
3-15
PET MILK COMPANY
3-5
BORDEN'S "ELSIE THE COW"
3-16
LEA & PERRINS, INC.
3-6
MORTON SALT COMPANY
3-17
CLAXTON BAKERY, INC.
3-7
REESE CANDY
3-18
NATURAL FOODS, INC.
3-8
AMERICAN MUSHROOM INSTITUTE
3-19
HERSHEY CHOCOLATE CORP.
3-9
GROLIER SOCIETY
3-20
CAPE CORAL
3-10
CHEESE SHOPS, INC.
3-21
HERSHEY CHOCOLATE CORP.
3-11
GUY RICHARDSON AND ASSOCIATES LTD.
3-22
LEISURE LIVING COUNTRY CLUB AND ARNOLD PALMER PUTTING COURSE
   
3-23
STAIRWAY TO OBSERVATION DECK AND HILTON INT'L. CAFE


2nd Floor Mezzanine Floorplan

BEECH-NUT THEATRE
Under the supervision of director Phil Tippin, who directed theatre at the Seattle Fair, and Jean Dairymple, the Theatre is sponsored by Beech-Nut Life Savers, Inc. and embraces all forms of the performing arts: concerts, legitimate theatre, recitals, dance, movies -- including Cinemascope -- radio, television and presentation of all sorts. Located on the first floor, the 500 seat facility offers the very latest equipment from dressing rooms to two 35mm projectors with wide angle lenses.
 
The stage is 20 feet deep, 16 feet high, 55 feet wide and has a 35 foot proscenium opening with full theatrical lighting. Lectures, meetings and several special couture shows by fashion coordinator Eleanor Lambert are regularly scheduled.

 

 

OFFICIAL WOMEN'S HOSPITALITY CENTER
Clubwomen and other ladies' organizations have a magnificent headquarters in the Penthouse area. Called the Official World's Fair Women's Hospitality Center, sponsored by Purex. The magnificent lounge serves as an informal, social meeting place where women can relax in an elegant country club atmosphere. Special "Honor Days" and club meetings are frequently scheduled; but when not so occupied, your club membership card admits you to this area.
2M-1
A. H. STOCK CO.
2M-16
ALFA INTERNATIONAL CORP.
2M-2
GARTNER ENTERPRISES, LTD.
2M-17
HOLLYWOOD HED-TOPPER MFG. CO.
2M-3
WILLIAM CHELINK ASSOC., INC.
2M-18
A. FEDERICO & ASSOC.
2M-4
WISCONSIN DAIRYLAND FUDGE CO.
2M-19
MIKADO PEARL CORP.
2M-5
F. E. COMPTON AND CO.
2M-20
K & N DEMONSTRATORS
2M-6
LAKE CERAMIC STUDIO
2M-21
MARGRO JEWELRY INC.
2M-7
FEDELIS BIBLICAL GUILD
2M-22
GREAT BOOKS, INC.
2M-8
VOGT APPLIANCE CO.
2M-23
OSTER CORP.
2M-9
GIFT-O-RAMA, INC.
2M-24
VENT-AIR CONTACT LENS
2M-10
NIAGARA THERAPY CORP.
2M-25
ROTO
2M-11
AMERICAN MASSAGE SALES & MFG. CORP.
2M-26
ENCYCLOPEDIA BRITTANICA
2M-12
FORTUNE ENTERPRISES
2M-27
MERIDIAN BRICK
2M-13
COASTAL CONSTRUCTION CO.
2M-28
BOMBAY SHOP
2M-14
AIDE, INC.
2M-29
EDEN & CO.
2M-15
TRI-CHEM., INC.
2M-30
KEEZER MFG.
   
2M-31
DIAL-O-MATIC


2nd Floor Floorplan

Major Features
* * * * * * * * * *
CRYSTAL PALACE OF FASHION
Major fashion facility at the Fair! At least four shows a day, produced by leading men's and women's fashion magazines.
 
Crystal Palace of Fashion Exhibitors
Dynel (Div. of Union Carbide Corp.)
American Thread Co.
Linde Star (Div. of Union Carbide Corp.)
Lord & Taylor
Berkshire Int'l.
Ship 'n Shore
Lilli-Ann Corp.
Charles of the Ritz
Tycora Textured Yarn Co.
Giant Umbrella
L'Aiglon Apparel
California Fashion Creators
Altbaum Stanley Nelson
Catalina California Girl
Cole of Calif. Alex Coleman
Edith Flagg Miss Pat
Pants Intern'l. Campers Casuals
Patty Woodard Tabac of Calif.
Koret of Calif. Fred Rothschild of Calif.
Marge Montgomery Ivan Frederics
Phil Rose White Stag
Teddi of Calif. Dorothy O'Hara
Don Loper, Inc.
Rosenau Bros. (Nanette Mfg. & Cinderella)
Oleg Cassini
Ritter Bros. Inc.
Sardeau, Inc.
Richelieu Corp.
Roux
ARNOLD PALMER PUTTING COURSE
Hey! You'll get a real kick out of this "green grass" putting course -- match your wits with the traps and challenges here!
TETLEY TEA PLAZA
TREASURE OF THE SEA
"Live Pearl Exhibition"
WORLD COIN, STAMP, ANTIQUE _____EXPOSITION
AUTOMOTIVE AFTER-MARKET EXPOSITION
AMERICAN INDIAN TRADING POST
BETTER LIVING CENTER MANAGER'S _____OFFICE
FRONTIER VILLAGE
"Tumbleweed Junction" they call it, and, pardner, when you enter the Frontier Village, you leave modern civilization behind!
2-1
THE TAYLOR PROVISIONS CO.
2-15
PLANNED PARENTHOOD- Federation of America, Inc.
2-2
AMERICANA
2-16
LEO J. OVERTOOM
2-3
MASON CANDIES, INC.- Industry for Youth
2-17
LAY-CEE CORP.
2-4
MONOGRAM MODELS, INC.- Industry for Youth
2-18
P. F. COLLIER, INC.
2-5
ACOUSTIC RESEARCH, INC.
2-19
WORLD JEWELRY CORP.
2-6
NATIONAL DOCUMENTS COMMITTEE
2-20
CRYSTAL PALACE OF FASHION
2-7
AMERICAN INDIAN TRADE FAIR
2-21
TETLEY TEA PLAZA
2-8
TREASURE OF THE SEA
2-22
THE LOVABLE CO.
2-9
WORLD COIN, STAMP, ANTIQUE EXPOSITION
2-23
SUZY BROOKS
2-10
AUTOMOTIVE AFTER-MARKET EXPOSITION, INC.
2-24
FORTUNE ENTERPRISES
2-11
R. A. FISCHER & CO.
2-25
FRONTIER VILLAGE- "Tumbleweed Junction"
2-12
GROLIER SOCIETY
2-26
DIMAGGIO
2-13
NORTH AMERICAN PHILIPS CO., INC.
2-27
RELAX-4-LIFE
2-14
FLAGSTADT RECORDS
2-28
AMERICAN PHOTOGRAPHIC CORP.
   
2-29
NATIONAL INDUSTRY FOR THE BLIND.


1st Floor Mezzanine Floorplan

Major Features
* * * * * * * * * *
INSTANT FOOD SERVICE
Every visitor will appreciate this! Here's "instant" food, in good variety -- tasty as can be -- and none more reasonable at the Fair.
COCKTAIL LOUNGE
Relax . . . Here's a quiet corner, and an excellent bar. Everything your palette calls for, served graciously at reasonable prices.
WTFM BROADCASTING
View broadcasts of three programs about the Fair six times a day from the studio here. WTFM has the only full time FM-stereo multiplex facility in New York metropolitan area, and also feeds Boston, Philadelphia and Washington.
SOUVENIRS
Sure, there are souvenirs all around the Fair -- but wait till you see the variety of unique and special ones here!

 

 

INTERNATIONAL DINING IN THE _____PENTHOUSE
The colorful Hilton Cafe International occupies a spacious area in the Penthouse. Five open kitchens offer authentic foods of five different world locales: North America, South America, Europe, the Mediterranean and the Orient. Patrons may walk directly from one to another to select a variety of dishes or snacks. They may also limit their selections to only one kitchen, as each can provide a complete meal. The kitchens are supervised by famous cooks from Hilton Hotels around the world.
 
There is an adjacent Cocktail Lounge which comfortably seats 55 guests. The decor reflects the festival spirit of a world's fair, with designs of multi-colored pennants, a striped awning over the bar, painted metal furniture with vari-colored cushions and table tops.
1M-1
TAYLOR PROVISION CO.
1M-5
ENTERTAINMENT
1M-2
WTFM
1M-6
COCKTAIL LOUNGE
1M-3
ENTERTAINMENT
1M-7
MAXWELL HOUSE COFFEE
1M-4
GIFT-O-RAMA
1M-8
AUTOMATIC FOOD AND BEVERAGE SERVICE


1st Floor Floorplan

Major Features
* * * * * * * * * *
DOROTHY DRAPER'S WESTINGHOUSE _____DREAM HOME
. . . a uniquely styled seven-room fan-shaped "dream home" with emphasis on color, coordinated design and spacious luxury.
 
Dream Home Exhibitors
B. Altman -- Salterini
Ira Krex Antiques
Amtico Flooring Division, Inc.
Arthur Kronsky Assoc.
American Biltrite Rubber Co.
Mohawk Carpet Mills
Anchor Hocking Glass Corp.
Metropolitan Lighting Fixtures Co., Inc.
California Artificial Flower Co.
Nutone, Inc.
Charles Bloom, Inc.
Pittsburgh Corning Corp.
Carthage Marble Corp.
Schick, Inc.
Eljer Plumbingware
Sleepmaster Products Co.
Erkins Studios, Inc.
Structural Clay Products, Inc.
Kim Flocking Co.
Syracuse China Corp.
Gadjo Corporation
Tyndale Lamps
Grolier Society
U. S. Ceramic Tile Co.
Henredon Furniture Co.
U. S. Plywood Corp.
Johns-Manville
Wellington Sears Co.
W. W. Kimball Co.
Westinghouse Electric Corp.
Samuel Kirk & Son, Inc.
Wilmar
BEECH-NUT THEATRE
All forms of the Performing Arts -- Daily Schedule of Events
A GALLERY OF KITCHENS
Full-scale rooms feature the most advanced electric and gas appliances, floor coverings, metal and wood cabinets and counters, plumbing fixtures and portable appliances.
 
Gallery of Kitchen Exhibitors
Caloric Corp.
Birge Co., Inc.
Jenn-Air Corp.
Nevamar Co.
Kemper Bros.
Landers, Frary & Clark
Schlumberger Ltd.
Tupperware
Waste King Corp.
Hupp Corp.
I-XL Furniture Co.
Pioneer Plastics Corp.
Hobart Mfg. Co.
Marsh Wall Products
Thomas Strahan Co.
Ronkonkoma Wallpaper Corp.
Admiral Corp.
1-1
U. S. PLYWOOD CORPORATION
1-19
MORGAN-JONES, INC.
1-2
F. SCHUMACHER & CO.
1-20
VISITORS HOSPITALITY LOUNGE
1-3
DUNBAR FURNITURE CO.
1-21
CULLIGAN
1-4
BEECH-NUT THEATER
1-22
MARY CARTER PAINT CO.
1-5
GALLERY OF KITCHENS
1-23
TELEVISION COMMUNICATION CENTER
1-6
HOUSEWARES AND APPLIANCES
1-24
CONTOUR CHAIR, LOUNGE CORP.
1-7
OXFORD FURNITURE DISTRIBUTING CO.
1-25
SCHICK, INC.
1-8
MARSH WALL PRODUCTS
1-26
FIELDCREST MILLS, INC.
1-9
MANPOWER, INC.
1-27
SUNBEAM CORP.
1-10
WHIRLPOOL CORP.
1-28
AMERICAN REALTY PETROLEUM CORP.
1-11
U. S. AUTOMATION, INC.
1-29
YALE & TOWNE
1-12
JOHNS-MANVILLE SALES CORP.
1-30
PHILLIP LAVERN
1-13
RONSON CORP.
1-31
BISSELL MFG. CO.
1-14
ELJER PLUMBINGWARE
1-32
BOOK OF THE MONTH CLUB, INC.
1-15
GADJO CORP.
1-33
INSTITUTE OF HIGH FIDELITY
1-16
CALIFORNIA ARTIFICIAL FLOWER CO.
1-34
CRAFTS GUILD (CANDLE BARN)
1-17
PITTSBURGH CORNING CORP.
1-35
J. PIERCE STEVENS
1-18
DOROTHY DRAPER'S WESTINGHOUSE DREAM HOME
   


Lobby Floorplan

SOURCE: Pamphlet, Visitor's Guide - Better Living Center (1964)

Major Features
* * * * * * * * * *
THE CHILDREN'S WORLD
Park your tots here for two hours -- they'll love it (and you will too). Run by personnel who operated this popular feature in Seattle, the Center concentrates on areas of play, science and art.
WORLD'S LARGEST MODEL TRAIN
"Spectrackular"! See the world's largest and most complex scale-model railroad . . . including complete cities, thousands of buildings, people and cars, ships . . . a circus -- and rockets blasting off!
CAVALCADE OF COMICS
An historic exhibit of comics ranging from the turn of the century.
SIDEWALK CAFE
Refresh yourself "out in the open" in this Hilton-operated Sidewalk Cafe -- none better on the Rue de la Paix; charming service.
GLASS ELEVATOR
Here's a thrill! Ride to the Penthouse terrace in the glass tower elevator, and watch the entire Fair unfold beneath you on the 80 foot ascent.

 

 

WORLD'S LARGEST SCALE-MODEL _____RAILROAD DISPLAY
"The World's Greatest Spectrackular," largest and most complicated scale-model railroad display ever constructed, is on the main floor of the Better Living Center. It was built and is run by Bertram Otto, president of the Thames Ditton Model Railway Society of Thames Ditton, Surrey, England.
 
This unique attraction houses over 2 3/4 miles of track, with some 1,000 pieces of rolling stock, including 400 locomotives of every description and of some eight different nationalities!
G-1
CHILDREN'S WORLD
G-8
THE "GENERAL" LOCOMOTIVE- Actual Famous Civil War Engine
G-2
CALVACADE OF COMICS- Newspaper Comics Council
G-9
WORLD'S LARGEST MODEL RAILROAD SPECTRACKULAR
G-3
B & M BEANS
G-10
SIDEWALK CAFE
G-4
TETLEY TEA STAND
G-11
TOY WONDERLAND
G-5
GLASS ELEVATOR TOWER RIDE
G-12
TETLEY TEA STAND
G-6
DATA INFORMATION CENTER- Data Patterns, Inc.
G-13
B & M BEANS
G-7
HISTORIC RAILROAD MUSEUM
G-14
HERSHEY CHOCOLATE CORP.

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