TRADE: In Mr. Whalen's Image

(3 of 6)

These typify the way industry fell for Whalen sales talk. Typical of the gamble exhibitors are taking, General Motors reputedly put $5,000,000 into its building. Since G. M. will sell nothing on the premises, it is investing only in advertising and goodwill. Whether this huge expenditure (plus the cost of operating the exhibit) will pan out is General Motors' worry. Grover Whalen sold it to them. The same may be said for many another individual display. Several industries, such as railroads, glass,* aviation, utilities and petroleum, recognizing the fact, got together on cooperative exhibits where the heavy cost is split and individual trademarks are played down.

The buildings which house these exhibits, some of which are almost complete fairs in themselves, are for the most part individually homely. In mass, however, they are peculiarly stimulating. The bright colors and bizarre shapes are gay, the blank walls excellent frames for frequent murals, some good and many not so good. The planning is superb, the lighting exceedingly effective. The overwhelming impression is of incredible, lavish bigness.

Last week the fair grounds were pandemonium, with trucks snorting up to every building and 25,000 workers adding final touches, while a flood of concessionaires including some Seminole Indians stood around ogling (see cut, p. 72). President Whalen boasts, however, that opening day will find the fair about 99% completed. Farthest from completion is the huge amusement section, but even there some 65 separate diversions are ready. One thing World's Fair veterans may find lacking is sex. Despite announced appearances of such numbers as Delia ("Rose Dance") Carroll, who once lifted Adolf Hitler's brows several pegs, Grover Whalen last week insisted that there would be nothing at the fair to shock anyone.

$56 Apiece. Century of Progress visitors spent an estimated $45 apiece. A FORTUNE survey found that 25% of U. S. families expect to attend the New York fair and President Whalen estimated that each visitor would spend $56 apiece, a reasonable estimate since Manhattan's nightlife and Manhattan's shops provide more chances to spend money than Chicago's. All told, he foresees a billion dollars worth of business for New York City, which is supposed to swell to $10,000,000,000 before it has spent its force. The fair estimates that the billion will be spent as follows:

At the fair $70,000,000

Entertainment 200,000,000

Personal Services 50,000,000

Housing 200,000,000

Communications 10,000,000

Merchandise 140,000,000

Transportation 100,000,000

Food & Drink 230,000,000

Already the fair has brought much new business to New York. The Hotel Astor, partly in anticipation of fair-increased business, spent $1,500,000 on new elevators, air conditioning, etc. Property owners along Queens Boulevard built $90,000,000 worth of dwellings. The fourth largest suspension bridge in the world (across the East River at Whitestone), an $18,000,000 project, will be opened day before the fair. North Beach airport near the fair was rebuilt at a cost of $35,000,000.