People by the Thousands
visit our Pavilion daily
Clearwater (Fla.) Senior High
School Band gave concert in front of The Coca-Cola Company Pavilion
in gratitude to St. Petersburg Coca-Cola Bottling Company, which
gave band members free Coke for trip to the Fair.
The New York World's
Fair -- biggest, grandest, costliest, most spectacular, most
dazzling fair in history -- is now in full swing, and The Coca-Cola
Company Pavilion there is a smash hit!
Every day, thousands of people, from toddling tots to tottering
oldsters, walk through the Pavilion and view with exclamations
of delight the "Global Holiday" exhibit -- re-creations
of the sights, sounds and smells of exotic places around the
Fairgoers are thrilled, too, by the music of the world's largest
and finest carillon which peals from the 120-foot Coca-Cola Tower
rising in the center courtyard of the Pavilion. They crowd around
the giant console enclosed in glass at the base of the tower
to watch John Klein, musical director, and other master carillonneurs
Teen-agers crowd around the refreshment booth
at our Pavilion to order Coke, Sprite, TAB, and Fanta flavors.
|Ham operators all over the world tune in on
the World's Fair by contacting K2US, the station in The Coca-Cola
The World's Fair -- first billion-dollar fair in history --
has superlatives galore. Besides the world's largest carillon,
it has the largest globular structure ever built by man -- the
12-story-high stainless steel Unisphere, symbol of the fair.
It has the world's most powerful searchlight beam . . . the world's
largest fountain . . . a mammoth sky-dome spectacular on the
biggest projection screen in the world . . . the world's largest
outdoor photographic prints . . . and many of the latest marvels
of science and industry.
Theme of the fair is "Peace Through Understanding."
Both educational and entertaining, the fair offers a look into
the past, a survey of the present and a peep into the future.
It's a report to the world on the achievements and aspirations
The "Global Holiday" exhibit in The Coca-Cola Company
Pavilion provides close-up views of interesting places in today's
world. The exhibit has attracted many prominent persons, such
as Mrs. Jacqueline Kennedy, 6-year-old Caroline Kennedy, actress
Carol Channing, columnist Inez Robb, TV and radio stars Arthur
Godfrey, Arlene Francis and Betty Furness, as well as
countless members of school groups, Boy Scouts, Girl Scouts,
club members and individuals.
Visitors are unanimously enthusiastic about the round-the-world
"Wonderful!" proclaimed a pretty young mother.
"Marvelous," exclaimed a gray-haired businessman.
"Fascinating!" was the verdict of a college student.
"It's real cool," said a crewcut teen-ager.
One of the highest compliments given the "Global Holiday"
exhibit is by those who complete the tour and then say: "Now
let's go through it again!"
Time magazine published a comprehensive report on the
various exhibits and concluded that "the fair's best trip
of all" is at the Coca-Cola Pavilion.
The refreshment booth in the
court of The Coca-Cola Pavilion is a popular spot for young and
Mrs. John F. Kennedy and Caroline
visited our Pavilion with George Biddick, vice president and manager
of The Coca-Cola Company Pavilion, and Thomas J. Deegan, chairman
of the New York World's Fair Executive Committee.
Fair visitors drink Coke from
golden goblets. This gold foil-covered, plastic-lined cup is first
of its kind produced commercially.
Harry G. Kipke, president and
general manager of Refreshment at the Fair, and Ted Duffield,
creative director for The Coca-Cola Company Pavilion, welcome
The Taj Mahal, complete with
an Indian garden and fountains, is part of the "Global Holiday"
A street in Hong Kong lines with colorful Chinese
shops is among the exotic places re-created in our Pavilion.
"Global Holiday" tourists are transported
to beautiful Bavaria where they find a typical ski lodge and scenic
vistas of fir trees and snow-capped peaks in the Alps.
Pretty Helene Guinsbourg, hostess
in the Bavarian ski lodge, serves refreshing Coke to thirsty
The Time reporter described the "Global Holiday"
in this way: "Visitors walk at their own speed, not through
a miniscule world, but through a life-sized re-creation -- complete
with smells and temperature changes -- of five exotic scenes:
a street in Hong Kong, a vista of the Taj Mahal, a lush Cambodian
rain forest, an Alpine ski lodge, a cruise ship moving into the
Rio de Janerio harbor."
Visitors entering The Coca-Cola Pavilion are greeted by a
sign: "WELCOME -- We cordially invite you to visit some
of the exciting places in that wonderful world of refreshment
where the products of The Coca-Cola Company are just around the
corner from anywhere."
George Biddick, exhibit manager, accompanied Mrs. Jacqueline
Kennedy and her party through the "Global Holiday"
exhibit, and he quoted her as saying she thoroughly enjoyed the
tour. She was particularly impressed by the Cambodian rain forest,
the Bavarian ski lodge and the street in Hong Kong.
One of the pretty young hostesses in The Coca-Cola Company
Pavilion, 19-year-old Judy Mellina, said she thought she was
greeting "just another family group" when Mrs. Kennedy
and Caroline entered the Cambodian rain forest.
"I was showing Caroline the monkeys in the trees,"
Judy said, "and she was very excited about them. Then I
looked up and saw Mrs. Kennedy smiling at me. I managed to say
'hello' to her -- and she spoke to me. It was one of the biggest
thrills of my life!"
Judy said the exhibit is making a big hit with everybody who
sees it. "Many people say its one of the best at the fair
-- and I think it is too! You can walk and feel and touch and
smell -- and you get the feeling you are in another country."
"Global Holiday" tour includes a
Cambodian jungle where Coca-Cola is cooled in a stream.
Carol Channing tours our Pavilion and pauses
on deck of cruise ship.
The Coca-Cola Company Pavilion also has an
exhibit of Georgia art and memorabilia associated with Coca-Cola.
Refresher, The Coca-Cola Company Magazine, May-June 1964 Courtesy
Bradd Schiffman Collection
Ted Duffield, creative director for The Coca-Cola Company
Pavilion, spent two and a half years developing the exhibit,
and he is delighted with the reception it is getting. "I
wrote the script for the whole show," he said "and
Displayers, Inc. executed it. They had terrific craftsmen to
do the job. Gerard van Duyn, a free-lance designer for Displayers,
Inc., is the man who designed each of the five experience areas."
"Because Coke is enjoyed in 125 countries we decided
there could only be one theme 'World of Refreshment'," Mr.
Duffield explained. "We had a story to tell, and our aim
was to come as close to reality as possible within the limits
of the money. We did everything to make these
experiences authentic. For example, everything in the Bavarian
ski lodge actually was bought in Bavaria. The bus stop sign on
the Hong Kong street and the signs advertising Coca-Cola were
sent to me by the Coca-Cola bottler there."
In addition to the experience areas, the exhibit includes
an art gallery featuring paintings by Georgia artists as well
as a display of things associated with the history of Coca-Cola
-- such as an old syrup barrel and a model of a soda fountain
for Coca-Cola, circa 1886. The Pavilion also contains an impressive
display of the products of The Coca-Cola Company with a waterfall
as a backdrop to symbolize the refreshing quality of Coke.
Webmaster's note... I'd like to THANK those who contributed
materials to the Coca-Cola Pavilion pages at nywf64.com. To Bradd Schiffman and Gary Holmes
who waited patiently for eight(!) years to see their photos,
Press Releases and The Refresher articles go online. As
always, to Bill Cotter for contributing photos to the feature
from his fabulous collection of slides. And, to Craig Bavaro
and Jeff DaSilva for some great photo shots that really illustrate
the Coca-Cola Pavilion!
- Bill Young
- January, 2010