The "Tower of
Light" -- an Amazing Tribute to the Entire Industry
| GARLAND
S. LANDRITH, JR. is Vice President and General Manager of Electric
Power & Light Exhibit, Inc., the corporation set up to administer
the investor-owned electric utility companies' participation
in the N. Y. World's Fair. Here, with the editor of the EEI BULLETIN,
Mr. Landrith talks about that participation. |
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Q:
Mr. Landrith, considering the budget for the exhibit and show
at the Fair, do you think it is a good investment for the investor-owned
electric utility industry?
A:
From our knowledge of other major exhibitors' expenditures, we
believe participating companies are receiving a good value per
dollar of their investment in this show. We have an imaginative
building and an excellent show.
Q:
Just how many companies are presenting the "Tower of Light?"
A:
One-hundred-and-forty-nine.
Q:
How did each company contribute?
A:
Each contribution was voluntary and based on the total number
of electric meters and distance of the company from New York
City.
Q:
What is the over-all budget for the industry's participation
in the Fair?
A:
The total resources available for the project were in the neighborhood
of $9 million. Considering the high cost of construction and
installation at the Fair, this seems to be a reasonable expenditure
for this excellent World's Fair presentation.
Q:
The pavilion is radically different from many other buildings
at the Fair. There are countless domes and "boxes"
housing exhibits there. Why was this particular type of building
selected?
A:
It was our intention to have an integrated design of both building
and contents, not merely a building with the show designed to
fit the structure. The designers approached our objective with
this idea in mind, and proposed a concept of a building of prisms
similar to light prisms which would contain the Tower of Light
searchlights in the central core and a show presented in the
chambers formed by the prisms.
Q:
You mean the building was designed specifically with the electric
utility industry in mind?
A:
Absolutely. The physical shape should suggest to the visitor,
either consciously or subconsciously, the electric power and
light industry.
Q:
Has the building "caught on" with the public?
A:
Our building has had an excellent reception with the press, with
dignitaries who have visited it, with architects and engineers,
and with the general Fairgoers. At night, during ceremonies when
the floodlights and searchlights are turned on, there have been
many instances when the visitors burst into applause. I've heard
people say it is the most imaginative and most beautiful pavilion
at the Fair.
Q:
I've seen the Tower of Light featured on national news programs,
on national variety programs, in national magazines, in newspapers
all over the country, and on posters in airline offices and in
subways. How does the publicity for the industry's building rank
with that of other pavilions?
A:
It is my opinion that we have received more favorable publicity
than most exhibitors spending many times as much money. This
I attribute to the effectiveness of our public relations program,
which relies basically upon the extensive activities of the sponsoring
companies throughout the country. These sponsoring companies
have been successful in creating interest in their areas. In
fact, the public relations staff of the World's Fair Corp. has
repeatedly expressed its appreciation for what these companies
have done.
Q:
When did the industry first take action to exhibit at the Fair?
A:
In the late summer of 1960. Our site was reserved in September,
1960.
Q:
What was the first step in getting the project started?
A:
The Institute formed a World's Fair Committee of 17 chief executives
of member companies from all parts of the country to consider
the project from and industry point of view. This committee recommended
that the industry participate. Ernest R. Acker, who at the time
was Chairman of the Board of Central Hudson Gas and Electric
Corp., was chosen as Chairman of the World's Fair Committee.
Mr. Acker is widely known throughout our industry, and is a past
president of EEI.
Q:
The Tower of Light is not the original building planned for the
industry. I remember seeing a photograph of an artist's conception
of another building, which was different from the one finally
chosen. what prompted the change in design?
A:
The original building concept was not integrated with the interior
exhibits.
Q:
How did you select the final designers?
A:
The EEI World's Fair Committee screened about a dozen designers.
Their objective was an imaginative team to present an integrated
industry story. From various sources, they obtained the names
of industry designers both large and small. After a thorough
screening, and checking with experts on World's Fair projects
and exhibitions, they finally decided upon Robinson-Capsis-Stern
Associates, Inc., who made a presentation to the World's Fair
Committee in 1962, and whose concepts were accepted at that time.
Q:
I visited the Tower of Light several times while it was still
in the final stages of construction, and was there on the night
the lights first were turned on. I found nearly all the people
concerned with its construction extremely enthusiastic about
the building. Was this enthusiasm evident throughout the construction
period?
A:
It certainly was, and increased after we made a presentation
to all of the construction people, explaining the entire concept
of the building and the show which would take place inside each
chamber. I believe this created a good deal of enthusiasm for
the entire project.
Q:
How long was the pavilion under construction?
A:
About 17 months after breaking ground on September 26, 1962.
Q:
Just where is the Tower of Light located, and what is the best
way for people to get there?
A:
The Tower of Light is situated just off the Pool of Industry,
where the giant fountain is located and the fireworks display
takes place each night. It is at the corner of the Avenue of
Commerce and Dwight D. Eisenhower Promenade. the Avenue of Commerce
is the main thoroughfare from World's Fair Gate No. 1, which
is the entrance from the subway and the Long Island Railroad,
either of which is an excellent way for people to get to the
Fair.
Q:
In 1963, a series of regional meetings was held throughout the
country to familiarize the sponsoring companies with the Tower
of Light and the show. Just what was the extent of these briefings,
and were they successful?
A:
We held eight regional meetings, beginning in Dallas in May and
concluding in New York in June. We also met in Atlanta, Los Angeles,
Spokane, Chicago, Cleveland and Boston. They were successful
in accomplishing the objective of finding out from the member
companies suggestions for improving our contemplated publicity
and public relations program. They were successful in generating
interest among the companies in the project, and thus enabling
them to incorporate material about the exhibit into their local
publicity, advertising, and public relations programs.
Q:
Do you think there will be as much enthusiasm about the Fair
during its second season as there is now?
A:
If the local companies continue the excellent efforts that they
have been devoting to the project to date, there is no question
but our second season can be as enthusiastically received as
the first.
Q:
What will happen to the staff and the pavilion during the winter,
after the Fair closes its first season?
A: Naturally
the operating elements will close. However, a great deal of cleaning
and maintenance work will be required in order to prepare our
exhibit for the opening on April 21, 1965.
Q: You
have this magnificent building, erected at a cost of several
million dollars. When the Fair is over, what will become of the
building?
A:
As with all exhibitors, our lease with the Fair provides that
it be torn down. However, we have had a number of inquiries --
from persons in Florida and California, and from the Governor
of North Carolina -- who have expressed an interest in moving
and reconstructing the building in their areas for exhibit purposes.
But we have accepted no offer yet.
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