CALIFORNIA-PACIFIC INTERNATIONAL EXPOSITION - 1935

THE NEW YORK TIMES INDEX

Increases work in bldg. Trades, Mr 3 X & XI, 3:3.

Roosevelt plans visit, Ap 13, 13:6.

Special 3-cent postage stamp to be issued, Ap 14, 28:5.

Plans; preparation for 12,000,000 visitors; illus, Ap 28 X 17:1.

Postmaster Gen. Farley announces special 3-cent stamp, My 7, 18:8.

Mexico authorizes display of Monte Alban jewels, My 10, 10:4.

Roosevelt promises visit, My 18, 2:2.

Feature article, illus. My 19, IV, 15:6.

Ford bldg. to appear on Fair stamp, My 24, 23:5.

Pres. Cardenas appts L Rodriguez to represent him, My 27 6:5

Opens; Pres Roosevelt s by telephone; Sec

Roper dedicates U S Govt Bldg, My 30, 3:3;

illus, My 31, 6:2; ed, My 31, 14:4.

Former Pres Hoover visits fair, Je 19, 18:7.

Gov Palencia brings greetings from Pres Cardenas, Ju 7, 23:6.

Facilities offered to Boy Scouts for jamboree, Ag 10, 4:3.

A. E. Smith send brown derby for N Y day, Ag 16, 17:1.

Illus, S 29, IV, 10:4.

H S Johnson, s, O 3, 15:4.

Roosevelt s; illus, O 3, 1:5, ed, O 4, 20:3.

Bible Day; Dr R A Millikan s, O 7, 4:2.

Medal awarded to Portland Symphony Orchestra for concerts, O 20, X, 7:8.

Closes; attendance rept; reopening date, N 13, 8:2.

San Diego Union, January 2, 1935, 6:1. SERA musical units entertained more than 3,000 at Organ Pavilion yesterday afternoon.

San Diego Union, January 3, 1935, 3:8. William E. Harper, California State Senator, may ask for state building in Balboa Park.

San Diego Union, January 3, 1935, 3:6. Buildings at Exposition boost December permits; highest record since 1931.

San Diego Union, January 3, 1935, II, 1:4. 39 branches of the Arden Dairy will participate at the Exposition August 17 and demonstrate Red Cross methods used by drivers.

San Diego Union, January 3, 1935, II, 8:8. Walter R. Hepner, chief of division of secondary education of state department, is making plans for Palace of Education; Exposition directors will be Dr. Ira W. Kibby, chief of bureau of business education, and Mrs. Vesta C. Mueleisen.

San Diego Union, January 4, 1935, 1:2-4, 2:4. State education men discuss details of Exposition exhibits in San Diego parley.

San Diego Union, January 4, 1935, 1:3, 2:5. Dr. Kibby, W. R. Hepner, Mrs. Vesta C. Mueleisen and Richard Requa, Exposition supervising architect, considering plans for Palace of Education.

San Diego Union, January 4, 1935, 1:7-8, 2:1. Sailing ships of 14 nations may visit San Diego Exposition.

San Diego Union, January 4, 1935, 9:3. San Diego Historical Society will rededicate San Pasqual Memorial Ceremony, Moore and Friar streets, tomorrow at 3:30 p.m.

San Diego Union, January 5, 1935, 10:5-6. Salon of photography in $100,000 structure will be Exposition feature.

San Diego Union, January 5, 1935, II, 1:2. House of Pacific Relations will bring together representatives of 23 foreign nations to further world peace.

San Diego Union, January 6, 1935, II, 1:1. Past Exposition experience indicates 1935 Exposition will advance San Diego in a business way.

San Diego Union, January 6, 1935, II, 1:3. HALF-MINUTE INTERVIEW: Irwin A. Blietz, Chicago visitor, praised plans; Juan Larrinaga described lamps and lighting fixtures for Exposition; Orrin Chaffin, assistant manager U. S. Grant Hotel, mentioned creative activities.

January 10, 1935, Letter, Oscar G. Knecht, Chief Inspector, to Richard Requa, Architect, California-Pacific International Exposition, Headquarters Building, Balboa Park, San Diego, California.

Dear Sir:

A permit for the Organ Plaza wall and fountain was issued today. The plans for this wall and fountain display insufficient structural data and no specifications were presented. Nevertheless, rather than cause any delay we have issued a permit. The permit is issued with the strict understanding that you will see that the structural and safety requirements of the Building Code be followed.

A majority of the plans so far submitted to this department have been presented more or less incomplete; no specifications and insufficient or incomplete working drawings and details. We also called your attention to the structural mistakes. We do not desire to inconvenience you or the workmen. Consequently, we allowed the permits to be issued and the work to proceed without delay. However, in each instance, we called attention to the above-mentioned omissions, and delinquencies. On four occasions only were the plans sent back for corrections. Each time they were partially corrected and returned within 24 hours and a permit was then issued. The object of this letter is to point out the fact that we are depending upon you, together with your assistants, to see that all buildings are made structurally safe and that the State horizontal force laws are complied with. Insofar as the plans are concerned, we cannot be sure of the structural safety in many instances, due to specifications and the reasons above mentioned.

This department has no preference regarding the use of steel or wooden trusses, triangular parallel chord, curved or otherwise, nor do we care whether the posts and columns stop at the bottom chord or continue in one piece to the top chord, when properly designed relative to position, connections, external forces, etc. In many instances, of course, one method, device or arrangement may be more economical or expedient than another. All that we require is that whatever method is used, the same must be structurally safe, capable of rational analysis and in harmony with the spirit and intent of the code in such cases made and provided.

On two former occasions we called attention to the fact that additional reinforcing and bracing was necessary in the New Mexico Building Annex. We again mentioned that the other rows of 8 x 8 posts are too light, due to the eccentric loading. See notes on your stamped blue prints.

It has been rumored that someone has been going around intimating that I may have a preference for steel trusses and special curved wooden roofs. Should this nonsense be heard by you, please ignore it, as no doubt you know that I have no preference. I am fully convinced that flat roofs, and trusses, horizontal, sloping, curved, or otherwise, can be economically and safely constructed or erected with local workmen. I am personally acquainted with many of the local mechanics and workmen. Some of the very best mechanics in the country are now directly and indirectly employed under your jurisdiction. We can build both steel and wooded roofs and trusses locally without sending away for special materials, methods, shapes or devices.

Yours very truly,

Oscar G. Knecht, Chief Inspector (signed).

(Box Files, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, January 11, 1935, 5:3. Midget colony to be Exposition feature.

San Diego Union, January 14, 1935, 5:3-4. Huge flower beds planted in park will bloom when Exposition opens.

San Diego Union, January 17, 1935, 5:1. Emblem of Exposition conceived by Juan Larrinaga depicts various building types.

San Diego Union, January 18, 1935, 1:1-3, 2:6. Fletcher asks State for $200,000 building, exhibit at San Diego.

San Diego Union, January 18, 1935, 1:4, 2:4. Helen Towe, formerly of La Jolla, leaves $40,000 to San Diego Fine Arts Society.

San Diego Union, January 18, 1935, 1:7, 2:4. Solons pledge fight for Exposition building funds.

San Diego Union, January 19, 1935, 3:2-3. Zack J. Farmer named director of 1935 Exposition.

San Diego Union, January 19, 1935, II, 1:2. San Diego Zoological Society officials apply to Sacramento for $336,000 to make improvements and additions to San Diego Zoo.

San Diego Union, January 20, 1935, 1:7-8, 10:1. Fletcher seeks $200,000 for Exposition building.

San Diego Union, January 20, 1935, 5:2-4. Boy’s circus started San Diego Zoo; Dr. Wegeforth once wire walker, by Naomi Baker.

San Diego Union, January 21, 1935, 5:1. San Diego Army Reserve Officers and ROTC cadets held battle maneuvers near Balboa Park swimming pool yesterday morning.

San Diego Union, January 24, 1935, 3:5. Carl H. Heilbron named head of Collier memorial group; solicitation of funds will start soon.

San Diego Union, January 24, 1935, 4:1. EDITORIAL: The State Exhibit.

San Diego Union, January 25, 1935, 2:4. Palace of Education has more than 15,000 sq. ft. of exhibit space.

San Diego Union, January 25, 1935, 9:1. Council asked to clear title to Russ school; 560 x 660 ft. wide tract in southwest corner of park; people voted a strip of land 60 ft. wide out of park to form Russ Boulevard, along south line of park.

City records show that in 1920 the voters gave 10 acres of park land adjacent to the high school to the Board of Education for intermediate school purposes at the same time that the Roosevelt

Junior High School tract was voted out of the park and to the Board.

San Diego Union, January 25, 1935, 10:3. Committee on Finance passes Fletcher’s Exposition exhibit measure.

January 26, 1935, Letter, From: J. David Larson, Executive Manager, California Pacific International Exposition; To: Robert M. Gregory, Construction Superintendent, S.E.R.A, Pier Building, San Diego, Calif.

Dear Mr. Gregory:-

Mr. Harry Foster, our Superintendent, has stated that you have made inquiry concerning the building of the amphitheatre over on the Exposition Palisades.

In explanation, may we state that we have had scores of requests from the citizens of San Diego to provide a bowl or an amphitheatre which could be used after the close of the Exposition for symphony concerts, other cultural musical programs, pageants, etc. As you know, there is no suitable place now in the Park for such features.

After much careful consideration it seemed to the Executive Committee and the Board of Directors that if large exhibitors and other organizations could be prevailed upon to furnish, during the Exposition, excellent cultural programs in such a bowl or amphitheatre, the citizens of San Diego would be fully justified in providing such facilities.

Accordingly, during the negotiations with the Ford interests the proposition was submitted to them, and they agreed to furnish very excellent attractions for at least six weeks provided the citizens of San Diego, through the Exposition organization, would furnish the amphitheatre. It is estimated that the programs which this organization plans will cost them over $200,000.

The amphitheatre, because it belongs to San Diego, is to be built at the expense of San Diego through the Exposition. No exhibitor will play any portion of the cost. The amphitheatre is to be at the disposal of not only the Ford interests but also to all others who will provide suitable entertainment. The amphitheatre is at all times under the control of the citizens of San Diego through the Exposition organization.

It is planned to so build the amphitheatre that it will serve the citizens of San Diego for many years.

We trust that this explanation is satisfactory, and we again assure you tha this amphitheatre will be one of the most important assets which will be left for the citizens of San Diego when the Exposition is over, and it will undoubtedly be an important factor in the continued development of the cultural side of the community.

Very truly yours,

(Box File 17 Folder 73, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, January 26, 1935, 1:4, 2:4-5. Big Ford exhibit assured; $2 million Exposition plant announced.

San Diego Union, January 28, 1935, 4:1. EDITORIAL: Verdict from Detroit - The Exposition is a good thing for the country, a great benefit to the West, and an opportunity for every exhibitor who takes part in it.

San Diego Union, February 2, 1935, II, 1:2. State legislators inspect Exposition, praise progress.

Letter, February 5, 1935, Assistant Director of Exhibits to Director of Exhibits.

Upon telegraphic advice from Mr. McHenry, you can easily recognize the fact that General Motors is hesitant to commit themselves for participation since knowing they cannot compete with Ford’s two million dollar expenditure for special building. They are rather discouraged at the idea of participation.

Mr. McHenry has sent a telegram requesting a sketch be prepared which can be submitted to General Motors and I, therefore, recommend that Mr. Larrinaga be commissioned immediately to prepare a sketch along the following lines:

About an acre or two of space be known as the General Motors Garden. This site will be behind the organ, and that their garden be most beautifully done in a semi-formal way of tropical and semi-tropical growth. That the cars be shown in beautiful, little, exotic temple [sic] at various intervals during this garden. In these temples most beautiful lighting effects can be obtained. At some place in this formal garden there will be a clearing where real class entertainment such as aesthetic dancing, etc., may be put on if they so desire. The canyon can either become part of this garden or be utilized for some spectacular show effect, such as assembling cars or that activity. I know that assembling cars in the canyon is impossible, but I merely say this to illustrate what is in my mind.

I sincerely desire that you give this sketch, myself and Mr. Larrinaga the benefit of your experience in showmanship and the suggestion which can not help but be valuable in the creation of this sketch. I believe one of our sales points will be that it was the most beautiful outdoor auto show ever done in America, and it takes them out of the class of competition with Ford, since Ford is stressing beautiful building where General Motors can stress beautiful landscaping.

And thirdly, and after this Fair is over and after removing their cars, these gardens can always be known as the General Motors Gardens in San Diego. Mr. McHenry advises that next Monday the final meeting is to take place regarding participation, and although I know Mr. Larrinaga is tremendously rushed, I believe this project is of sufficient importance to take priority.

PMM:S

(Copy of letter taken from Box 9 Folder 32, California-Pacific International Exposition, kept by San Diego Public Library.)

February 6, 1935, Letter: Mr. Tupper, Mr. Requa; Subject: Standard Oil Building.

Since my conference with the Standard Oil representatives several days ago, I have given a great deal of thought to the discussions and the suggestions made, and the more I have thought the matter over, the more I have been impressed with the outstanding feature we can make of a Standard Oil Building, placed at the north end of the main axis of our Palisades Group.

I have given a great deal of study to the plan of the grounds in that location and would suggest quite a radical change and re-arrangement. If the Standard Oil Company will erect a building on the site which its representatives tentatively selected when here. With the help of Mr. Larrinaga, who is a Mexican artist of prominence with considerable architectural designing experience, I have worked out a suggested design for this building. Mr. Larrinaga has made a colored sketch which I am submitting with this report. I am also sending you a sketch of the revised ground plan which, by reference with the present ground plan, you can appreciate the changes required.

While I have been deeply interested in the Aztec and Mayan architecture and have made a study of it for a number of years, I have in Mr. Larrinaga, a co-worker who really knows and feels, and has the rare ability of expressing and adapting to more uses the remarkable architecture of the prehistoric people in Southern Mexico and Central America. I am satisfied, beyond any question of a doubt, that a building located as I have shown it on the revised plot plan, and designed and built after the general character of the sketch, will be one of the two outstanding and spectacular features of our Exposition.

As I explained to the Standard Oil Representative, I have in mind, and we are developing in the Palisades Group, a definite and original architectural scheme. Starting with the Standard Oil design, with flanking buildings, all in prehistoric American architecture, which will be located in the entrance plaza, we pass on to the modern development which is exemplified in the Travel and Transportation building, and the building devoted to Varied Industries, business machines and electricity. These buildings, while modern in character, will all show their direct relation to the prehistoric architecture of America and will demonstrate the fundamental forms and ideas of modern architecture can all be found in our prehistoric architecture of America. The ornamentation, such as we will use in these buildings, will be developed from the Mayan and Aztec forms.

Proceeding on down to the Ford Building, which will be on the south or opposite axis from the Standard Oil Building, we finally arrive at a purely modern architectural treatment in which forms and proportions and other architectural ideas of the ancient American architecture are exemplified, but in which decorative embellishments have been eliminated.

I believe that the architectural scheme which we are working our for the Palisades Group will prove to be one of the most interesting and talked of ideas that has ever been used in Exposition architecture. It will satisfy the tastes of the people of education and culture, and at the same time there will be a tremendous appeal to the people of little architectural appreciation.

It would add greatly to the interest of the building and to the advertising possibilities of the scheme, if a chimes could be installed in the top of the building. The chimes in this location could be clearly heard over the entire grounds and would, therefore, constantly call the Standard Oil Building to the attention of visitors in any part of the Exposition grounds.

(Unsigned letter in Box Files, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, February 8, 1935, II, 3:7. Exposition area to be closed to traffic February 15.

Letter, February 9, 1935, Waldo T. Tupper, to Mr. Requa & Mr. McHenry; SUBJECT: General Motors.

Following is a hurried sketchy outline of certain features or possibilities which the G.M. Garden of Jewels presents to me:

1 - Each temple to be named after a Jewel -

a - Diamond - White - Cadillac

b - Turquoise

or Topaz - Blue - LaSalle

c - Ruby - Red - Buick

d - Pearl - Cream - Oldsmobile

e - Amethyst - Lavender - Pontiac

f - Emerald - Green - Chevrolet

Cadillac car in Main Temple can be white and by electric light effects changed into any color desired, or, three distinct models can be used by means of the plate glass mirror illusion.

2 - The smoke from the large incense burners from the Main Temple can be used to carry the names or emblems of different G.M. cars. This is easily done by a special electric spot for such purposes.

3 - A great variety of colored birds and various species of monkeys in the trees, peacocks on the ground, etc.

4 - All fountains to be electric and synchronized to music, a la Singing Fountains. Electrical transcription to be used with music composed by well-known composer, such as De Francisco, who composed and directed all special scores for Cavalcade.

5 - Auto fashion show using a variety of cars of different colors - beautiful girls or models gowned to contrast with color of car or to match as desired. From time to time during the Exposition a society auto Fashion Show using debutantes or movie stars could be featured.

6 - Fashion Show to be presented from main center stage or pedestal with mirror fountain at base. Four pretty, shapely girls to be used as trumpeters - pennants from trumpets to carry G.M. - these trumpeters to rise thru stage and be costumed differently each appearance. After trumpet call, narrator announces the car and model as it appears; then trumpeters disappear while car is slowly revolving on turn table, and then driven off stage, circling in front of audience, and disappearing into foliage leading to garage.

7 - The Main Building can be used for working exhibits. The Fisher Body Company could put on an interesting display, sketches, models, ventilation, demonstration, etc. Brake tests, knee action demonstration, non-shattering glass tests, etc. The building is also large enough to house a display of cars. Here too the G.M.C. financing plan could be explained. Lounge rooms, rest rooms, motion picture theater, etc. could also be included.

8 - The Garden of Jewels offers an idea opportunity to do something outstanding and different in electric lighting effects.

9 - The idea is NEW, NOVEL, UNUSUALL, OUTSTANDING, DIFFERENT, BEAUTIFUL, ARTISTIC, IMPRESSIVE, DIGNIFIED and INTRIGUING.

ADVERTISING AND PUBLICITY - See "Important Facts", pages 3 and 4.

Within the past two weeks 180 stories have been placed and accepted by various trade magazines and national publications. We have had requests and stories have been prepared for such national magazines as Time, Fortune, Literary Digest, Good Housekeeping, McCalls, Vanity Fair, Review of Reviews, Colliers, etc.

Many of our exhibitors are tying their advertising and publicity campaigns directly into the Fair; for instance - The Shell Oil Company, which as over 34,000 filling stations throughout the U.S., will cover every VeeBoard with five-colored one-sheets pertaining to the C.P.I.E. They are also giving away to all these stations a 12 page pictorial folder, station attendants, as they wipe the windshields, will ask the drivers whether they have attended the World’s Fair at San Diego yet, and do everything to interest people in the East to drive to California and take in the Fair. In addition to this, the Shell Oil Company will tie their entire national advertising campaign, magazines, newspapers, etc., into the Fair. They are also devoting their radio program to the Fair.

Standard Oil, General Petroleum, Richfield, Texas Oil Company, Associated and in fact all of the major oil companies in the west will use similar means and we are assured that they will billboard the country from Vancouver, B.C., to the Mexican Boarder. Coca Cola will have a $200,000 (?) display and their Pacific Coast Manager assures us that the entire billboard campaign throughout the U.S. will be tied into America’s exposition 1935. The National Biscuit Company, Standard Brands, Inc., Electrical Transcription Company, Spreckels Company, Masonite Corp., Maytag Washing Company and other national organizations have offered similar cooperation; all railroads, steamship companies, bus lines, public carriers of every description will naturally publicize this in a big way because of their desire to help the Fair and increase travel on their lines.

As you know, Harrison has already bought one million tickets for advance sale and will bring his entire Century of Progress organization to California, within the next few days to actively start his campaign.

The American Railway Company have reserved several hundred rooms in the City of San Diego during the period of the Fair and are selling a complete ticket which includes transportation, hotel, meals, sight seeing, etc. Other travel organizations are doing the same thing.

I am enclosing a rough copy of some notes which were taken by a L.A. Secretary, unknown to me at the time when I was talking to a group of salesmen in Los Angeles. There may be some points here that will serve as good ammunition for you. One of the finest endorsements of this Exposition, in my opinion, is the fact that the outstanding showmen and concessionaires of the country are pouring real money into it. Men like Dufour & Rogers, Graham, etc. The first concern is spending over $100,000 while the latter is investing over $86,000. All of which means that we will have to get people if they are to cash in on their investment. These men have an uncanny faculty of estimating attendance and both agree that from all the checking they have done we are more apt to play to 10,000,000 people instead of 5,000,000 or 6,000,000 people which we have been telling prospective exhibitors.

(Copy of letter taken from Box 9 Folder 32, California Pacific International Exposition, kept by San Diego Public Library.)

San Diego Union, February 9, 1935, II, 1:2. House of Hospitality’s housewarming attracts many to new building, by Irene Clark.

Yesterday afternoon more than 600 persons crowded in a constantly growing stream into the auditorium of that "palace" which so nobly fits its hospitable name, in answer to an invitation of the San Diego Women’s Civic Center backed by the friendly permission of the exposition board.

San Diego Union, February 10, 1935, II, 1:2-5. Drill troop training for exhibitions and for honor guard duties.

San Diego Union, February 10, 1935, 5:1. Birds favorite at Natural History Museum.

San Diego Union, February 11, 1935, 1:2, 2:5-6. Henry and Edsel Ford to visit Exposition; firm plans permanent structure.

San Diego Union, February 11, 1935, 5:1. Housemaking will be shown at Exposition.

San Diego Union, February 12, 1935, 1:6. Ford exhibit to rise in Balboa Park; contract is let for building of display at Exposition.

February 13, 1935. Be it resolved by the Park Commission of the City of San Diego as follows:

Whereas numerous applications have been made to members of the Park Commission and to the Director of Works on behalf of various public and quasi-public organizations and charities that said organizations and charities be permitted to construct within the confines of Balboa Park certain lodges or meeting places; said construction to be under plans and specifications having the sanction and approval of the Park Commission and the Director of Works - but said buildings and lodges to be under the exclusive control and possession of the organization or charity making the said request; and

Whereas precedent for such construction and control has heretofore been created by the granting of such privilege to the organizations known as the Boy Scouts of America, and also to the Girl Scouts; and

Whereas the members of the Park Commission feel that such organizations should, particularly at the present time, be encouraged and that our young people should be encouraged to have more activity within such organizations; that the creation of such organizations within the park would be of great public benefit in that it would tend to keep the members of such organizations off the streets of San Diego and out of the beer parlors and dance halls; and

Whereas the members of the Park Commission appreciate the obvious fact that letting down of the bars for quasi-private and quasi-public organizations in the park might result in severe encroachments over a period of time, the commission feels that such objection should be overcome by setting aside a definite limited area in the park for the use of such organizations;

Now, therefore, be it resolved by the Park Commission that the City Manager of the City of San Diego be requested to set aside a suitable area (but not to exceed ten acres) in Balboa Park at some point adjacent to MORLEY FIELD.

That said area of ten (10) acres be set aside for the purpose of allotting in said area, building sites to various quasi-private and quasi-public organizations and charities, the object of which being to train and care for San Diego boys and girls.

That in said area, building sites be assigned to such organizations subject to application therefor and approval thereof on the park to the Park Commission and the Director of Works.

That the plans and specifications for such buildings must be submitted to and have the approval of the Park Commission and the Director of Works.

That all such buildings shall be with the distinct understanding and agreement that such permission granted for the erection and occupancy of such buildings shall be subject to revocation upon thirty (30) days written notice, and upon the further understanding that should notice of removal be given such organization or charity shall, before the expiration of said thirty days notice, removed from the said park any buildings or improvements placed thereon.

That such permission be granted with the further understanding and agreement that the occupation and operation of said buildings and improvements shall be subject to the direction of the Park Commission and the Director of Works.

That such permission shall be subject to the further condition that said premises, buildings and improvements shall not be used by said organizations for the conduct of any commercial enterprise whatsoever.

Passed and adopted by the Park Commission of the City of San Diego, on the 13^th day of February, 1935; Commissioners Otto, Naylor and Yale voting aye.

A. Hill , Assistant Park Director,

Secretary

San Diego Herald, February 14, 1935, 1:3. All Exposition purchases shall be made locally.

San Diego Union, February 14, 1935, 1:7-8, 3:4. Standard Oil contracts for space at Exposition.

San Diego Union, February 14, 1935, 3:3. Adrian J. van Rossem, bird expert, joins staff of Museum of Natural History.

San Diego Union, February 15, 1935, 1:2, 2:7. House passes $350,000 Exposition exhibit bill; Senate approval is predicted.

San Diego Union, February 15, 1935, 5:4. U.S. Cavalry troops may be based in park for Exposition.

San Diego Union, February 16, 1935, 3:7. The Modern Art Studio, Inc. of New York and Chicago was named last night as the official builder of exhibits for the California-Pacific International Exposition.

San Diego Union, February 16, 1935, 4:1. EDITORIAL: Flying Colors - A smashing victory of the San Diego California-Pacific International Exposition made the headlines yesterday with the news that the U.S. government would be a principal exhibitor.

San Diego Union, February 17, 1935, II, 5:5-6. Kate Sessions’ dream of park "desert" is coming true, by Ada Perry.

San Diego Union, February 18, 1935, 1:2, 3:5. City Manager George Buck was asked yesterday in a resolution approved by the San Diego Park Commission to set aside a 10-acre site in Balboa Park for buildings to be constructed by organizations and charities.

Letter, February 20, 1935, Director of Exhibits to All Offices; SUBJECT: Hall of Photography.

The management has decided that the Hall of Photography will be located in the building now [known] as the Palace of Science and will comprise Booths 16, 15, 14, 12, 12, 11, 10, 9, 8 and the eastern portion of 7. The exhibits now located in this section of the building will be moved to other locations in the same building. The plans of sales in this building is as follows:

Those exhibits which can be classed as scientific will be sold in the West Wing of the building, and moving consecutively toward the center. The photographic exhibits will be sold in the East Wing of the building as noted above, and if the sale of exhibit space in the Hall of Photography exceeds the space allotted, the Hall of Photography may expand westward. The only party who shall sell space in this Hall of Photography is Mr. John Sirigo. No office will take any action in this field except by direct instruction from the office of the Director of Exhibits.

PMM:S

(Copy of letter taken from Box 9 Folder 50, California-Pacific International Exposition, kept by San Diego Public Library.)

San Diego Union, February 20, 1935, 1:4-5, 2:8. Exposition California State Building assured; $90,000 project to start soon.

San Diego Union, February 22, 1935, 1:7-8, 2:1. Governor Merriam visited Exposition grounds yesterday; work started on $90,000 California State Building.

Letter, February 23, 1935, Waldo T. Tupper to Mr. Purcell; SUBJECT: New Contracts

We also closed a contract with Shoolman Brothers, 1113 Avenue "O", Brooklyn, N.Y. This concern represents Morbeck of London, England. They manufacture and import domestic novelties, leather goods, china, bronzes, etchings, art pictures, antique jewelry, old and moderate plate, lacings, linen and tapestry. Again, I refer you to Mr. Massmann for further details as they also exhibited at Chicago. This should make a good story.

WTT:S

(Copy of letter taken from Box 8 Folder 3, California Pacific International Exposition, kept by San Diego Public Library.)

San Diego Union, February 23, 1935, 1:2, 3:1. El Capitan Dam dedicated with ceremony.

San Diego Union, February 24, 1935, Society-Club, 7:1. Donal Hord work placed in park here, by Julia Gethman Andrews.

Donal Hord’s fountain figure of the Mexican woman with the olla is now in place in the patio of the Hospitality house, Balboa Park, and is no doubt the most permanent note in the exposition grounds. Michelangelo it was, I believe, who said that perfect sculpture demands that one should be able to roll it down the side of a mountain and find it unmarred. Donal Hord’s sculpture should meet this test of perfection, it is so completely of a piece.

At the same time, it possesses a deep subtlety and an irresistible rhythm from whatever side you approach it. The simplification of the human figure here adds expressiveness, both spiritually and physically. The face of the Indian woman has an eternal kind of beauty. (One thinks of Chinese portraiture.) There is the shadow of a smile, not the Mona Lisa smile of a decadent Italian society, but a smile that grows out of an elemental wisdom of a society that has lived intimately with rain and sun and wind and the good earth.

It is interesting to pass from the patio into what will be the women’s lounge, where San Diego craftsmen are decorating ceiling and doors in the manner and after the pattern of the 14^th century craftsmen. The work is an exact copy of the Gothic decoration in the cloisters of the monastery of Montesia, a Dominican convent which stood from the end of the 14^th century until recently in the heart of Barcelona. The lounge opens upon the construction of Moorish gardens, the construction of which Mr. Taylor himself is at present supervising.

San Diego Union, February 24, 1935, 1:1, 2:2-3. President Roosevelt promises Exposition visit.

San Diego Union, February 26, 1935, 1:2, 3:6. $350,000 Exposition bill sent to President Roosevelt; Senators pass fund by consent; Burnham’s measure provides for $125,000 Federal Building; foreign invitations authorized.

San Diego Union, February 26, 1935, Sports, 1:1-2. Navy accepts 25-acre Navy Field as gift of San Diego.

San Diego Union, February 27, 1935, 5:1. A. H. Gianninni, executive chairman of Bank of America, figures Exposition attendance at five million.

San Diego Union, February 28, 1935, 2:2. Shakespeare’s plays will be Exposition feature.

San Diego Union, February 28, 1935, 3:1. Board of Supervisors opposes taking management of Mission Bay State Park out of hands of State Park Commission.

San Diego Union, February 28, 1935, 5:1-2. Public is invited to contribute to Collier memorial.

March, 1935. The Architect and Engineer.

Exposition by William Hamilton, pp. 11-18, illustrated.

California International Fair will be Unique Contribution to Architectural Planning.

With more than eighty-five percent of the buildings of the California-Pacific International Exposition already erected in Balboa Park, San Diego, and the remaining structures definitely taking shape, "America’s Exposition of 1935" promises to offer a group of exhibition edifices that will be unique in the exposition annals of the Pacific Coast.

Concisely stated, the architecture of the 1935 California Pacific International Exposition will be a development of the historic and pre-historic architecture of Southwest America, in which modern ideas in building design will be expressed, inspired by the remarkable examples of buildings and decorations in the monuments left by the unknown people who inhabited these favored lands before the advent of the white man.

The embellishments and color treatment of the new exposition palaces will be supplied to a great extent by living forms, trees, shrubs, vines, fruits and flowers, such as only Southern California can produce.

The present park buildings, heritage of the 1915 exposition, are in the Spanish, or, more properly speaking, the Spanish-Colonial style and exemplify the culmination of centuries of art and architectural development in this section of America.

Richard S. Requa, Supervising Architect of the exposition, says:

"In designing the new buildings for this exposition, we will show by modified examples the steps and progress of this development and through the inspiration and ideas of these old forms, produce an architecture in certain of the new exposition palaces that is in harmony with the development during the last quarter of a century in transportation and the industries.

"Thanks to our sunshine and benign climate, we have the opportunity here to supply color and adornments with living plants instead of academic decorations, such as perhaps could not be accomplished in any other portion of the globe. In the Spanish Village and the Court of Pacific Relations, a transitional type of architecture is exemplified, between the prehistoric and the pretentious styles which were produced in the opulent period of Spanish occupation in the Americas. In their proportions and treatment, they are no less interesting than the florid work which followed. They are in the simple, unostentatious, hospitable style that is now influencing the development of our California architecture.

"One of the noteworthy and characteristic features of Spanish, as well as Spanish-Colonial architecture, was their patios and gardens, embellished with fountains and brilliantly decorated tiles. These important enrichments unfortunately were lacking in the 1915 fair, but are to be one of the most prominent features of our present exposition. Among these features special mention should be given to the beautiful Casa del Rey Moro Garden --- reproduced as faithfully as possible --- the finest small garden in all Spain, with its alabaster fountain, grotto, lily pond, quaint old well, seats and pergolas. Next in importance is the Alcazar Garden, planned from a section of the extensive and beautiful gardens surrounding the Alcazar in Seville. The Alcazar Gardens in Spain are considered the finest public gardens in the country.

"In the center of the House of Hospitality, the finishing touches are being put on a patio, which is not unlike the famous patio in the Museum in Guadalajara, Mexico. Chief features of this patio are the arcaded galleries, the large tiled central fountain and pool, and the quaint old well embowered in bananas.

"Another quaint and charming garden is in the court in the Pacific Relations group with its fountain, old well from Algeciras, Spain, and the large pool in which the beautiful trees of the background will be reflected."

Perhaps the outstanding exhibition building to be erected by an individual exhibitor will be the Ford Motor Company building.

Although this structure, purely modern in conception and treatment, will not be of the Spanish or prehistoric derivation, it will be developed in such a manner as to blend harmoniously with the entire physical plan of the exposition buildings as well as locale.

Situated on the rolling plateau, southwest of the Organ Pavilion and the Music Bowl, the Ford Building will be of circular construction, approximately 350 feet in diameter with a circular patio in the center. The walls of the main building will be forty-one feet high; a tower on the north side of the structure, forming the great entrance rotunda, will be 198 feet high with a base 100 feet in diameter. This tower will rise to a height of 420 feet above sea level. The total floor area of the building will be 118,000 square feet.

The exhibition of late models of Ford motor cars will be the main feature of the patio. It is believed that this will be the first time in automotive history and one of the few places in the world where climatic conditions will make possible an all-year display of cars under the open sky.

In accordance with Henry Ford’s idea that art forms a perfect expression for mechanical processes, the exhibition throughout will achieve a blend of artistic harmony. Murals above rare wood wainscots will decorate the walls and color schemes that conform with the entire decor will be used.

Walter Dorwin Teague of New York is the designer of the building and the interior treatment. Mr. Requa is supervising the architectural and engineering plans. He will also be in charge of the actual construction operations.

The rotunda, which will form the base of the tower, will be known as the "Court of Nations." Here a series of dioramas around the walls and in the center of the rotunda will be used to depict a dramatic story of the countries of the Pacific.

In the south end of the Ford Building will be found a theater with a complete stage and screen facilities and a seating capacity of 350. Smoking rooms, lounges, dressing rooms and other quarters of a semi-public nature will be located there.

The basement and the main floor of the building have been designed to sustain heavy loads and vibrating machinery. It will be of reinforced concrete construction and the entire tower will be of structural steel covered with sheet metal to insure perfect fireproofing.

In the basement will be located service rooms, garage and a tunnel entrance. The building, omitting the tower, calls for steel and wood framing with cement stucco on the exterior. The interior is to be finished with acoustical plaster.

The second floor of the south section of the building will contain several lounges, executive offices and kitchen and pantry facilities. The executive lounge will be utilized for a dining room. Opening from this lounge will be a glass enclosed porch overlooking the city, while on the main floor a two hundred and twenty-foot terrace on the arc of the circle will afford a sweeping panorama from Mexico to Point Loma.

Lighting effects throughout the building will be given careful consideration, with the tower receiving a unique treatment in this respect. Stepped-back lights will flood the fluted column, with overlapping layers of color that will "paint" the tower as the rays ascend from the base.

Monel metal and chromium plated trim will be used to provide striking and modern contrasts against the wood of the interior.

It is important to note that the design of this building, as well as the other buildings to be constructed by individual organizations, while providing distinct personality for each structure, will at the same time assure a complete merger of all in a harmonious plan.

For this reason it has been stated that the California-Pacific International Exposition will be an outstanding contribution to architectural planning for spectacles of this nature. Of a certainty it may be said that beauty of building, embellished with plants and flowers, rather than ornamental architecture, will be paramount at "America’s Exposition --- 1935."

Circa March 1, 1935. BULLETIN FOR SPEAKERS

With the opening of America’s Exposition about two months away construction activity is spurred to new heights. Already we are more than 80 percent complete, and President Belcher has announced we will be ready on May 29^th. The work has been started on the huge Federal Building, which will house the Government’s $200,000 exhibit. Hundreds of men are employed on building construction throughout the Exposition grounds. Many are detailed to jobs where work goes on around the clock, divided into three 8-hour shifts. On all construction jogs, at least two 8-hour shifts are operating. The Ford Building, largest of new constructions, is now beyond the foundation stage, with three building contracts already let. Forms for the retaining walls of the great outdoor Ford Music Bowl are now in and steel is being installed. Forms for footings under the stage of the Bowl are being placed. The Ford Company will spare neither money nor energy in making their superlative Exposition effort. Visitors will be given free rides along replicas of the most famous highways of the Pacific. In the Music Bowl, adjoining the Ford exhibit, a symphony orchestra of eighty pieces will be maintained by the great motor car company.

BUILDINGS

The Bank of America’s building and the Spanish Village are completed. The fifteen hacienda-type bungalows, which make up the House of Pacific Relations, where representatives of foreign governments will be quartered, are ready for occupancy. The ten 90-foot trusses which will support the roof of the $90,000 California State Building were swung into place last week. Trusses are now being raised at the Palace of Travel and Transportation. Construction here is above the first floor. The Standard Oil Company of California has indicated it will begin construction of its $100,000 building before Friday. General grading of the grounds is 75 percent completed. Landscaping is finished, except where construction makes it advisable to defer it until buildings are ready.

GOLDEN GULCH

In a twisting Gulch, built by the hand of nature, a striking reproduction of a mining camp, typical of the gold rush days of ’49, will be placed. There will be shacks of forty-niners, built with actual timber used in construction of the colorful towns of that period and reminding the visitor of an era that died with Bret Harte and Mark Twain. Here one will see the actual door that led to the Cabin in which Bret Harte wrote his famous tales. Here, too, will be replicas of the bars over which the hardy mining men gulped their fiery beverages . . . the color and atmosphere of the roaring forty-niners. To reach this scene one passes from the shadows of Old Spain into the atmosphere of ’49 upon the back of a prospector’s burro.

EXHIBITS

Installation of exhibitions in the Palace of Foods and Beverages was started last week by Coca Cola Company, Challenge Cream and Butter Association, Globe Mills, Standard Brands and other exhibitors.

23. A. Gellerson, Vice-President and director of Libby, McNeill & Libby, outstanding food packers,

today announced participation of his Company in the California-Pacific International Exposition. Installation of an exhibit to cost in excess of $20,000 and employing a dozen attendants will start the middle of next month.

F.H.A. EXHIBIT

Heads of the Federal Housing Administration’s activities of the several Western States were notified today that the FHA exhibition will be in addition to departmental displays in the Federal Building. The FHA display is designed to show how the public may profit from the National Housing Act, and will visualize clearly phases of the Federal Housing Act heretofore not thoroughly understood by the general public. This exhibit has been authorized by James A. Moffett, of Washington, DC, Federal Housing Administrator.

A modern improved community will spring up in ten minutes, from a dilapidated, antiquated Village, by dramatized, mechanical operations. Thirty buildings in miniature will be __________ community. They will demonstrate "modernization magic" for ___________ maximum loans of $2,000.

Another exhibit, "Modeltown", a community of 56 miniature homes, will show newest types of residential construction. It will consist of 14 types of houses in four classifications --- houses that can be built and owned for $30.00 per month, $40.00 per month, $50.00 per month, and $60.00 per month, inclusive of interest, taxes, fire insurance and amortization of principal.

The 14 houses of each of these four classifications will present different types of architecture --- Spanish, English, French, etc. --- of one and two-story construction in frame, stucco, brick, concrete and steel.

In addition the FHA will establish and maintain a Regional office on the grounds which will be the Official FHA Headquarters at the Exposition. Here we will distribute illustrated pamphlets, booklets and other information desired by visitors to the exhibit.

This building is about completed and will be the most important new unit contributing toward the educational features of the Exposition. It is of Indian Pueblo style of architecture and contains approximately 15,000 square feet of exhibit space. A most unique exposition of public school education has been outlined by the Director of Education, Mrs. Vesta Muehleisen, under the general theme, EDUCATION FOR GOOD LIFE. The large central room, known as the "Theme" room will portray in an artistic and animated style the seven objectives of education. A beautiful mural for this room is being painted by Miss Belle Baranceanu, which depicts in a realistic and forceful manner the progress of education through the Ages.

A most novel and entertaining exhibit in this building will be the Hobby Display. One of the chief factors in the determination of character is the wise use of leisure time. In recognition of this fact, many school principals of the State are already conducting Home Hobby Contests or Fairs in their schools. Supplementing this effort and as an additional stimulus thereto a series of hobby contests or fairs will be held in order to select a hobby to represent each individual school in the Palace of Education. Prizes and medals will be awarded for the most unique hobby in all classes of entries, which will be according to age, classification and types of projects.

FOUNTAIN FOR PALACE OF EDUCATION

Professor Frederick Schweigardt, whose sculptured bust of President Roosevelt stand in the White House study as a gift of the latter’s son, Elliott, was found here quietly working on a fountain piece for the Palace of Education.

Professor Schweigardt, who lives at 5517 Carlton Way, Hollywood, is now clay modeling a group showing youth triumphant, supported by figures symbolizing home, school, church and community.

The sculptor was formerly on the staff of the Munich Museum, Germany, and more recently executed several important works for the New York Museum of Science and Industry. He refused Philadelphia offers to go to Hollywood. He has many medals awarded for artistic work here and abroad.

NURSERY SCHOOL

In connection with the Parent Education section it is planned to exhibit a demonstration Nursery School. An attractive room for this purpose is being built at the present time. One side wall is so constructed that visitors may look into the room, while the children will not know they are being observed. This demonstration class will be a Federal Emergency Nursery School and will run with the same high standards of Nursery School procedure and the same careful supervision that has characterized the Nursery Schools throughout the country.

Dr. Gertrude Laws, Bureau of Parent Education, has already worked out a splendid scheme by which she will interpret to visitors through a staff of trained workers the parent education angle of the work. These works will be in addition to the regular Nursery School staff. It is hoped to carry on full-day Nursery School program with hot lunches served at noon, followed by naps. The children will have a large yard, well equipped with play apparatus. It is expected this class will offer a great attraction to visitors. This demonstration will be under the local supervision of Mrs. Ethel D. Mintzer, Advisor.

EXHIBIT OF THE UNIVERSITY OF SOUTHERN CALIFORNIA

The following notables were on the grounds last week arranging for the exhibit of the University of Southern California in the Palace of Education: Assistant Comptroller of the University of California, Director of the Riverside Agricultural College, Dean of Education of the University of California Los Angeles, and the Director of the Scripps Institute of Oceanography.

Italy was the first country to officially dedicate its hacienda in the group known as the House of Pacific Relations. Other countries will soon follow suit. Practically every House is spoken for at the present time. Among those definite are Italy, Japan, Sweden, China, Great Britain, France, etc.

Priceless exhibits are being gathered together from all parts of the United States and South America to tell the story of governments. The great Maya temple and the historic temple of Sacrifice from ancient Yucatan are but two of the many relics depicting early American history.

From Egypt will come treasures from the land of the Sphinx, from China and Japan the riches of the Far East. From every corner of the globe will come relics of the past.

INTERNATIONAL MARATHON

Sanction for an international marathon over the classic distance of 26 miles, 385 yards, was received here from the A.A.U. by A.E.D. Combat Post 1460, Veterans of Foreign Wars.

The race will be run May 30, from Agua Caliente, Mexico, to the grounds of the California-Pacific International Exposition, over the historic route followed by Padre Junipero Serra, founder of California’s chain of missions.

F. R. Gleason, promotion manager of the Post, said he anticipate about 150 entrants in the strictly

amateur event, including some from Mexico, Cuba and Canada.

The starting gun of the race will be fired, it is planned, by a high official of the Mexican Government. The runners will be me in the Exposition grounds by the Greek Consul and a gathering of American officials.

TRANSPORTATION

Large comfortable tractor-drawn semi-trailers, painted in brilliant colors and each designed to accommodate 100 passengers, will furnish transportation within the grounds of the California-Pacific International Exposition.

The Exposition Transportation Company, specially organized for the purpose and owned by the J. D. Spreckels Company, will operate five large buses. Each of the buses will be named in Spanish for a bird and painted in a color scheme to correspond to its plumage. The names are "La Golondrina" (swallow), "El Loro" (parrot), "El Canario" (canary), "El Cardenal" (cardinal), and "La Paloma" (dove). Seats are provided for 40 persons, but a hundred passengers can be carried comfortably. The transportation fare will be 10 cents.

ATTENDANCE

American Express Company officials have purchased a initial block of 100,000 admission tickets and reserved 2,000 hotel beds daily for the entire Exposition period for the accommodation of travelers who will arrange their trips through that organization. Redpath, Inc., prominent tour organizers, have secured 1,000,000 admission tickets and reserved an additional million in anticipation of heavy demands.

Officials of the Santa Fe Railroad Company report that traffic Westward this summer will be the heaviest since the depression. Santa Fe is increasing its service this summer by the addition of 369 fully air-conditioned cars. Once each week there will be a very special and fast train across the country, which will be drawn by a 3600 horsepower Diesel Engine, now under construction. This is the largest locomotive, as far as horsepower is concerned, in service in the World today. It is being built at a cost of $370,000. It is possible to attain a speed in excess of 100 miles an hour. Santa Fe’s display at the Exposition will be started late next month.

SPECIAL EVENTS

To date more than 120 organizations, representing every kind of human endeavor, have accepted out invitation for special days at the Exposition. The attendance of several of these organizations will run up into the tens of thousands. In addition to numerous days, many of these organizations will present attractive and very high class programs of every character, including orchestras, choruses, pageants, etc. In addition to the special days designated and the with cooperation of the Exposition Sports Commission many interesting athletic events are being staged, including the National Volley Ball Championship, an open clay pigeon championship match, and International Police Pistol match, in which two teams at least from Mexico City will participate. This match has been given to the Exposition by Chief of Police James A. Davis of Los Angeles, who was given authority this year to hold the match any place he desired.

The Health Department is raising 700,000 fish to keep visitors to American’s Exposition from being "stung". The tiny fish are Gambusia Afinis and they are very fond of Mosquitoes’ larvae. They will be placed in the many fountains and pools on the grounds of the California-Pacific International Exposition.

San Diego Union, March 1, 1935, 8:1. Many start fund for Collier memorial.

San Diego Union, March 2, 1935, 1:3, 3:1. Group to break ground for Ford Building today.

San Diego Union, March 2, 1935, II, 8:1-2. C. G. Disbrow comments on slow progress on golf course

San Diego Union, March 3, 1935, 1:1, 3:1. Ford Building gets underway with fitting ceremony.

San Diego Union, March 3, 1935, 4:2-3. Bird and boy friendship leads Clinton G. Abbott to Museum of Natural History directorship, by Naomi Baker.

San Diego Union, March 3, 1935, 10:1-8. San Diego’s dream takes substance of reality: busy hammers play daily symphony of progress in park; Exposition construction is 60 percent completed; carpenters have driven 90,000 lbs. of nails; contractors have poured 12,000 sacks of cement; 41,184 ft. of fence wire protect grounds.

San Diego Union, March 3, 1935, 13:2. "Better Housing" praises San Diego building progress.

San Diego Union, March 3, 1935, II, 1:4. Exposition setting has impress of Spanish adventurers.

Letter, March 6, 1935, G. H. Thomson, Ford Motor Co., to Richard S. Requa, Division of Architecture, California-Pacific International Exposition, San Diego, Calif.

Dear Mr. Requa:

The following is a copy of a telegram received today from H. B. Hanson, Ford Motor Company:

‘USE STEEL IN LOW PORTION BUILDING WITH FLAT ROOF RETAINING

ORIGINAL INTERIOR CEILING AND WALL DESIGN STOP TOWER CONSTRUCTION

GREATLY SIMPLIFIED PRINT IN MAIL STOP THEATRE SPACE AND SECOND

FLOOR AREAS RADICALLY REVISED TO SIMPLIFY CONSTRUCTION PRINT IN

MAIL STOP REFER LETTER MARCH 5 DISREGARD ITSM FOUR FIVE AND SEVEN

STOP RE ITEM 10 OMIT FALSE PARAPET PATIO SIDE BUT MAKE NO OTHER

CHANGES DESIGN OF PATIO WALLS USING SHEET ROCK WHERE POSSIBLE

STOP FURNISH REVISED ESTIMATE WHEN PLANS RECEIVED STOP PROCEED

WITH ALL WORK RAPIDLY AS POSSIBLE IF NECESSARY SEPARATING STEEL

FOR LOW PART OF BUILDING FROM STEEL FOR TOWER STOP TEAGUE WILL

SUPPLY COMPLETE SET REVISED PLANS EARLIEST POSSIBLE DATE

FORD MOTOR CO H. B. HANSON DEARBORN"

Upon studying this telegram you will note that it will now be possible to proceed with certain portions of the concrete work and I suggest that B. O. Larsen, the contractor, be notified immediately that he can start work tomorrow, with the understanding that he is not to push the work too rapidly for the present.

We should be in a position to release the balance of the work within the next two days.

Very truly yours,

(Sgd.) G. H. Thomson

(Copy of Letter in Box File 18 Folder 51 California-Pacific International Exposition, San Diego Public Library.)

Letter, March 7, 1935, Massmann to Larson; SUBJECT: Christian Science Building

Mr. Earl Giberson, architect, is drawing plans which will be submitted for approval on Saturday morning. This is being followed thru.

(Copy of letter taken from Box File 16, Folder 11, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, March 8, 1935, 1:3, 3:3. President Roosevelt signed bill yesterday appropriating $325,000 for federal participation in the California-Pacific International Exposition; $125,000 will be used to construct the Federal Building; balance to be used to prepare exhibits and other features; rider on bill provides for the admission, duty free, of foreign exhibits.

San Diego Union, March 10, 1935, 6:1. Hotchkiss goes to arrange Federal Building at Exposition.

San Diego Union, March 10, 1935, 6:6. City Manager Buck would improve park roads.

San Diego Union, March 10, 1935, II, 1:6, 2:6. Exposition buildings rapidly growing under three shifts.

Letter, March 13, 1935, Hal G. Hotchkiss, to Richard S. Requa, California-Pacific International Exposition, Balboa Park, San Diego, Calif.

CONGRESS OF THE UNITED STATES

HOUSE OF REPRESENTATIVES

WASHINGTON, D. C.

George Burnham Committees:

20^th District, California Naval Affairs

District of Columbia

Dear Mr. Requa:

I have sent by air mail today letter of instructions regarding proposed contract with the Government for our building. The specifications you sent are not complete enough to be of use. Please draw a full complete set of specifications and I think you will have no trouble in getting the requirements from an Army Engineer if you do not have them yourself.

I have just looked over the specifications attached to and made a part of the contract with the Century of Progress and it is a volume about an inch and a half thick covering every minute detail possible in a set of specifications, and ours must be as complete. I am sorry I am unable to get you a copy of them, but it will be impossible in the length of time we have to get them to you. However, I feel you know exactly what will be required and you can get that out as quickly as possible. There must be four copies of these specifications. There must also be four copies of the plans similar to those I have here to accompany the contract.

The Supervising Architect returned the plans to me today with information to the State Department that the building, according to said plans, could be built for the amount of $125,000.00. In fact his figure was $124,700.00, and he made the statement to me that if anyone took the contract to put up that building according to your plans he would not make any money on it, but that the Government would get its moneys worth when the building was completed.

The sketch which you sent to me showing the elimination of the column in the front of the doorway entrance is not satisfactory, so will you please go ahead with the original plans which you had for the columns as the officials here do not want an extra column placed in the building.

I am enclosing to you herewith a rough sketch as to how the State and Agricultural Departments’ representatives want the office space arranged. I think you will have no trouble in conforming to this. I will send you a copy tomorrow of the letter written by the Supervising Architect to the State Department as to the costs as he estimates them. Of course, this will have nothing to do with your plans or specifications as his figures come within yours.

Hoping that you can get these plans and specifications by the time that the contract is ready, and with very kind personal regards, I am

Very sincerely yours,

(Sgd.) Hal G. Hotchkiss

PS Referring to your letter of March 9^th, just as soon as it is possible to obtain the information contained therein regarding the height, width and weight of exhibits and necessary electrical connections, I will advise you.

(Copy of letter taken from Box File 18 Folder 111, California-Pacific International Exposition, San Diego Public Library.)

GENERAL DESCRIPTION OF THE PROPOSED GOVERNMENT BUILDING

TO BE ERECTED AT THE

CALIFORNIA-PACIFIC INTERNATIONAL EXPOSITION

AT SAN DIEGO, CALIFORNIA.

The building will be located on a point of land extending east from the new road, leading south from the organ to the new Palisades group of Exposition buildings. It will face north and will be between the canyon road connecting from Eleventh Street, to the Palisades area, and the Travel and Transportation Building. Directly in front will be a triangular Plaza, substantially in shape and area to the Plaza in front of the Women’s Building. The buildings surrounding it will all be in the style of, ,or suggest the architecture of the prehistoric Southwest. The building proper will be 150 feet wide by 170 feet deep. The wings on either side of the entrance facade will be 35 feet wide, along the front, by 25 feet deep, giving an entrance facade of 220 feet. As will be noted on the floor plan, the wings will be used for toilet rooms, lounges, etc. At the rear is a loggia, leading to tropical gardens, which it is proposed to develop on this point to the south.

The entire enclosing walls of the building will be of solid reinforced concrete, strictly conforming in every particular to our local building ordinances and the State earthquake laws. It is proposed at the present time to grade the space below the floor, so that after the Exposition a sloping concrete floor could be installed, suitable for use as an auditorium. Over this grade a level wood floor will be placed for use during the Exposition, covered with linoleum, mastic tile or other suitable material, for durability and pleasing effects. Steel roof trusses, as indicated by the broken line shown on the floor plan, will span the entire width of the building, resting on the pilasters shown as a part of the exterior walls, and will leave the interior entirely free of posts or columns, except the row of five columns shown on a line with the back walls of the projecting wings, which columns will support the curtain wall which rises above, and back of the main entrance treatment. The roof will be covered with two-inch planking, slow burning construction, approved by the Building Department for buildings of this class, and finished with 20 year composition roof. The building will be lighted by two lines of metal frame skylights, as indicated on the roofing plan. The height from the floor to the bottom of the trusses will be 26 feet, and from the floor to the ridge of the roof will be 42 feet. The height from the floor to ceiling from the main entrance to the line of columns will be 20 feet.

The architectural style of the building will be Mayan, the main entrance is reproduced from the Hall of Governors in Uxmal. The ornamental work will be carefully and faithfully reproduced under the direction of the Mexican artist Juan Larrinaga, who is familiar with and experienced with the Mayan architecture. Soft, pleasing, harmonious colors will be used in finishing the decorations. This also applies to the treatment of the loggia at the rear of the building and to the continuous band around the parapet of the upper part of the building, as indicated on the color sketch.

Attention is directed to the upper part of the great triangular arch that forms the main entrance of the building, as shown on the north elevation. It is proposed to construct this entire upper portion of flashed opal glass, in appropriate colors, and illuminated from behind.

It is further proposed to suitable decorate the interior of the building and provide lighting fixtures harmonizing with the architectural scheme of the building.

The building has been so designed and planned that later, after the Exposition, it can be readily and with comparatively small expense converted into an auditorium, seating approximately 3,000 people. The rear loggia to be converted into a stage.

Very careful estimates have been made of the cost of the building and also the construction time. Bids have been received for the various part of the general structure and if contracts can be let for the concrete work and the steel work not later than March 20^th, the building can be erected and the interior finished, ready for the installations of exhibits by May 15^th. We are absolutely certain that the building can be completed and finished as above described for the Government appropriation of $125,000.

(Copy from Box File 18 Folder 111, California Pacific International Exposition, San Diego Public Library.)

San Diego Union, March 13, 1935, 1:6-7, 10:4. California Senate approves Fletcher’s measure providing $75,000 for California State exhibit at Exposition.

Letter, March 14, 1935, Waldo T. Tupper, Director of Exhibits, California-Pacific International Exposition, to Mr. Frederick H. Blair, Executive Secretary Goodwill Industries, Southern California, 342 North Main St., Los Angeles, Calif.

Dear Mr. Blair:

This will confirm our verbal agreement of this date to transfer the Goodwill Industries Exhibit from Space A as shown on the original plans of the Palace of Varied Industries, to space No. 24 in the Palace of Better Housing.

For your information this is the same building but the name has been changed as has the floor plan arrangement. There will be no additional charge to you on this space.

If this is satisfactory, kindly sign and return the original copy of this letter to us, retaining copy for your files.

Yours very truly,

Waldo T. Tupper

Director of Exhibits

(Copy of letter taken from Box File 24 Folder 10, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, March 14, 1935, 8:6-7. Six painters injured at Exposition as scaffold breaks in Palace of Education building.

San Diego Union, March 14, 1935, 12:1. Van Schaick says Exposition will safeguard beauty of park.

NEWS FLASHES FROM CALIFORNIA-PACIFIC-INTERNATIONAL EXPOSITION, March 15, 1935, Vol. 2 No. 5, p. 4:2.

NOTED SHOWS SIGNED; ORDERS LET FOR BUILDING

Prominent showmen from all parts of the world will join to make the Exposition’s Amusement zone one of the best ever created.

Four big units already have been signed by Dufour & Rogers. They are the "Crime Does Not Pay" show, "Life," "Two-Headed Baby" and the "Snake Farm."

Lew Dufour and Joe Rogers have returned to Chicago after a flying trip to San Diego, where they signed up the four units. They scored a great hit at "A Century of Progress" and now are participating in the world’s fair at Brussels, Belgium.

Construction work on the Dufour & Rogers shows will get underway in Balboa Park on March 15, and both men will return about that time to supervise the work.

Another group of great Amusement zone attractions will be those staged by Graham & Eagle.

Stanley R. Graham has been on the ground in Balboa Park for some weeks, getting things under way for "The Midget Farm," "The Midget City," the "Miss America" show and other midway features to be produced by this organization.

"The Midget Farm" and "The Midget City," where 100 Lilliputians will work and play, will have a combined midway frontage of 325 feet; the "Miss America" show will have a 60-foot frontage, and other Graham & Eagle shows will swell the frontage total at least another 100 feet.

its predecessor, the Odditorium.

(News Flash from Box File 19 Folder 12, California-Pacific International Exposition, San Diego Public Library.)

NEWS FLASHES FROM CALIFORNIA-PACIFIC INTERNATIONAL EXPOSITION, March 15, 1935, Vol. 2 No. 5, P. 4:1-2.

FAMOUS NAMES SWELL LIST OF EXHIBITORS; Enormous Sums Represented in New Contracts

Millions of dollars worth of new exhibit palaces and displays will make America’s Exposition - 1935 the biggest show the West has seen in years.

Nine nationally known firms will build their own exhibit palaces. They are: Ford Motor Company, Bank of America, Christian Scientists, California Exposition Home, Hollywood Potteries, Shell Oil Company, Standard Oil Company of California, and Wells & McClelland.

Food Leaders in Expo

In the Palace of Foods and Beverages, the following companies and organizations have contracted for space:

Bosch Electric Baking Machine Company, California Consolidated Water Company, Calavo Growers of California, California Olive Association, Challenge Cream and Butter Association, Coffee Products of America, Crescent Manufacturing Company, Genessee Trading Company, Heppe Brothers, George H. Harris, Hill Candy Company, Hilandale Ranch, Hollywood Cup, Inc.

Standard Brands, Interclean Manufacturing Company, Huggins-Young Coffee Company, Iokelp Company, The Junket Folks, National Biscuit Company, National Pressure Cooker, Kerr Glass Manufacturing Company, Knudsen Creamery Company, Padre Vineyard Company, Krispy Kate Kone Company, Liberty Orchards Company, Frank Poglitsch, Sparkletts, Vegetarian Cafeteria and Bakery.

George B. Wright, Fred H. Wylia, Associated Ice Industries, A. Sensenbrenner Sons, Coca Cola, Neff K. Bakkers, Household Specialties, Jenny Wren Company, the Desert Date Shop, Fletcher Candy Company and the Kraft-Phenix Cheese Corporation.

Many Housing Displays

The Palace of Better Housing will provide space for this list of exhibitors:

Bowers Manufacturing Company, Inc., Naomi E. Cleaves, Church of Jesus Christ Latter Day Saints, F. E. Compton & Company, Encyclopedia Brittanica, Pacific Coast Division Goodwill Industries, Anna Ketonen, Nassau Pen & Pencil Company, W. F. Quarrie &Company, Rosicrucian Fellowship, the Salvation Army, Mrs. J. W. Ware, Western Union.

Foreign Antique & Art Company, Bowen Unique Handicraft, Bookhouse for Children, Gefroj Studio, I. Jacobson, Pacific Union Conference Seventh Day Adventists, F. J. Hansen Company, Limited, Standard Sanitary Manufacturing Company, Ganna Walska-Jules Riviere Parfum, Morbeck of London, England.

Varied Exhibits Slated

The following exhibitors have already contracted for space in the Palace of the Parent and Child: Mrs. Jack C. Adams, Mrs. Constance D. Ellis, Sterile Products Company and the Pacific Coast Hanger Company. In the House of Hospitality will be found the Leroy Gordon Beauty Salon, P. E. O. Sisterhood, Jones Decorating Company, Modern Art Studios, Inc., and the San Diego Neon Sign Company.

In the Palace of Science will be:

Dictograph Products Company, Inc., the Grolier Society, National W. C. T. U., San Diego W. C. T. U., Rees Stealy Clinic, Pacific Coast Division of Encyclopedia Brittanica, American Telephone & Telegraph Company, and MacFadden Jewelry.

In the Spanish Village will be the Gefroj Studio, Alelardo Linares, Briggs Floral Company, Rohn and Hutchings, Bernard J. Joachim, Free Port Importers, the Jenny Wren Company, the Verdugo Shop.

In the Palace of Varied Industries will be the American Potash and Chemical Corporation, George H. Harris, Pacific Wire Products, and Simms and Pascoe. The White Sewing Machine Company will have an exhibit in the Palace of Electricity.

Boyer, the society perfumer, will have a complete cosmetic and skin testing laboratory in the Women’s Palace. The Clevelin Realty Corporation will exhibit in the Travel and Transportation Building.

(Copy from News Flashes, Box File 19, Folder 12, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, March 15, 1935, 10:4. Representatives of property interests in southern end of Mission Beach discussed with Planning Commission yesterday methods to enable south end of Mission Beach to escape architectural fate of northern end.

Letter, March 16, 1935, C. S. Harper to Harry L. Foster, cc. H. H. Barter.

Hereby granting H. H. Schmohl the contract to model as per plans, the fountain spill bowl, shells and 4 phineals [sic], etc., for the fountain improvement in wall north of Organ, for the sum of $295.00, said models to be approved before cast is made. Same are to be cast in art stone as per texture and color approved by the Director of Works. Spill bowl to be set so the water will flow evenly over all orifices, also substantially anchored to the wall and cast in place making a leak-proof joint.

San Diego Union, March 17, 1935, 3:2. Scouts prepare for Exposition camp.

San Diego Union, March 17, 1935, II, 1:6-7, 2:5-6. Senator Leroy A. Wright traces pueblo title back to 1789 in history of local park.

San Diego Union, March 17, 1935, II, 1:7-8. Work begun on Standard Brands exhibit in Palace of Food and Beverages.

San Diego Union, March 18, 1935, 1:6, 2:7-8. All Exposition facilities available for radio systems; network officials here to arrange publicity programs; Exposition to supply working studios, by Jack Barnes.

San Diego Union, March 20, 1935, II, 10:4. Workmen dig up whale bones on Exposition grounds

San Diego Union, March 24, 1935, II, 1:2-3, 3:1-3. Major Keating tells about Exposition in light of past experiences.

San Diego Union, March 24, 1935, II, 1:2, 3:8. Doctors assert midgets at Exposition won’t grow tall.

San Diego Union, March 25, 1935, 1:1-2, 2:1. Exposition construction work to hit peak as Federal Building starts.

San Diego Union, March 25, 1935, 6:7. Aloe and Agave Garden dedicated to Kate Sessions.

San Diego Union, March 26, 1935, 1:3, 2:2. Santa Fe plans crack service for Exposition crowds.

San Diego Union, March 26, 1935, II, 1:2. One hundred Exposition palaces to match park beauty.

San Diego Union, March 27, 1935, 5:5. Italy assumes possession of section in House of Pacific Relations.

March 29, 1935. RADIO TALK: The Amusement Zone and Its Attractions

A kaleidoscopic city of merry-making soon will rise in Balboa Park, where the Exposition opens May 29.

The amusement zone of America’s Exposition will present an unrivaled group of fun attractions culled from every part of the world. Bookings are being handled by J. Ed Brown and William (Bill) Barie, noted showmen, who are in charge of shows and concessions for the Exposition.

The midway will be 1200 feet long and 350 feet wide, with a 40-foot pavement through the center. The 2400 feet of frontage will present the best shows in existence.

Lew Dufour and Joe Rogers, who scored a great hit at the Chicago world’s fair with their shows, will produce new and greater shows at San Diego. Their units will include the "Crime Does Not Pay" show, "Two-Headed Baby," "Life", and the "Snake Farm".

Dufour and Rogers are also producing shows at the Brussels, Belgium, exposition.

Stanley R. Graham and Nate Eagle will present those attractions for which they have become famous. Graham and Eagle were prominent in amusement production for A Century of Progress and at many other previous expositions and fairs.

They will produce "Midget City", "Midget Farm" and the "Miss America" show, as well as two or three other distinctive features.

"Midget City" will be built on doll-house scale, where more than one hundred Lilliputians will work and play.

It will have a city hall, hotel, theater, barber shop, beauty parlor, office buildings and other structures and a completely organized civic administration with a mayor, chief of police and fire department.

"Midget Farm" will be a novel feature with midget cows, chickens, hogs and horses. It will have midget fields producing midget corn and grain. In a shed will be housed the tiny parade wagons and buggies once owned by Tom Thumb, protégé of P. T. Barnum.

The residents of these colonies will range in age from 18 to 60 years. Some are as short as 18 inches and many weigh less than 20 pounds.

They will include dancers, singers, artists and craftsmen.

The Midget City News, the world’s smallest newspaper, will be published in a midget printing shop each day during the Exposition and current events and features will be presented from the midget viewpoint.

Final plans for the Ripley "Believe-it-or-Not" show are now being formulated by J. Dwight Funk, who announces that the Ripley show at America’s Exposition will far surpass the previous Ripley productions.

Funk and his partner, Frank Zambreno, will personally manage the "Believe-it-or-Not" show. They also will be co-producers of the "Sensations" unit, an illusion show created solely by the refraction of light and without the use of mirrors.

Twenty beautiful girls from all parts of the nation will be seen in this series of animated tableaux. Many art critics and stage producers have commented on the beauty of this attraction.

Actual studio production of motion pictures will be seen at the Exposition.

Sixteen Hollywood studio workers will be stationed in the Exposition grounds during the world’s fair, where they will produce animated cartoons and other short subjects as they are made in the Hollywood studios. The Studio will be open to Exposition visitors, who will get a first-hand glimpse of the inside of making movies.

Visitors not only will see the complete production of these films, but will, also, see the finished product in a movie theater which will form part of the exhibit.

Not located on the midway proper, but part of the amusement zone will be Golden Gulch, a typical gold mining camp of California’s days of ’49.

In a deep, twisting gulch beneath a canopy of trees will be shacks made from actual timbers of the gold rush days. It will be a realistic picture of that era when the names of Jimtown, Hangtown and Whiskey Flat were on the lips of every adventurer from China to Cairo.

So faithful will this reproduction be to the originals that the visitor walking the paths of Golden Gulch will imagine himself transported back to the days of ’49, when the name "California" reverberated throughout the world.

An old, wooden door, warped by the winds and rains of more that fourscore years, will add a note of realism to the scene, while the Chinese laundry, iron-barred bank, blacksmith shop and hitching posts will line the streets of the camp.

Throughout the length of Golden Gulch will be found men and machines performing the tasks common to the era when the cry of "Gold!" was enough to bring men from the heath fires of far-off London and the steppes of Siberia. A further note of realism will be evident by the stage coaches and the burros which will form the only ingress to the camp.

The Venetian Glass Blowers, ten skilled craftsmen from Venice, Italy, will show their unique methods of blowing molten glass into many varied forms and designs.

Glass blowing is an art form from the days of the early Egyptians. It flourished during the splendors of medieval Venice, and since that time it has been handed down from father to son.

The world-famous Gay’s Lion Farm of El Monte, California, will be another attraction of the amusement zone.

Ponies from the circus stables of Harry Wooding will play an important part in "Toyland", created especially for the children.

The eyes of the show world will be on San Diego this year, with theatrical performers and producers congregating from many lands. The public will find at the California-Pacific International Exposition an unequaled array of midway shows; attractions that are of such outstanding quality that they will obtain the enthusiastic scrutiny of veteran showmen who may previously have concluded that there is nothing new under the sun.

San Diego Union, March 31, 1935, II, 1:2, 2:1-2. Romantic history of Balboa Park is inspiring tale, by Senator Leroy A. Wright.

San Diego Union, March 31, 1935, II, 5:1. Cactus planting on large scale planned in park:

Advance glimpses into gardens under construction in Balboa Park reveal a cactus planting on a large scale and a gigantic rockery and pool.

San Diego Union, March 31, 1935, 8:1. Arabian horses to be presented as Exposition feature.

San Diego Union, March 31, 1935, 8:2-3. Charles Wakefield Cadman appeals to Exposition managers for attention to local musical forces.

San Diego Union, April 1, 1935, II, 1:3-4. Jules F. Jacques, secretary of Exposition music section, will plan programs.

San Diego Union , April 6, 1935, 1:1. Nine hundred more men get Exposition jobs.

San Diego Union, April 6, 1935, 5:1. Eastern visitors praise park gardens.

San Diego Union, April 6, 1935, 5:5-7. Easter picnic dinner and program arranged for shut-ins at Organ Pavilion.

San Diego Union, April 7, 1935, 8:1-5. Pick and shovel men raise big city overnight.

San Diego Union, April 7, 1935, II, 1:4-5. Continuous music festival including vocal and instrumental groups culture feature of Exposition.

San Diego Union, April 9, 1935, 9:5. Federal Housing Administration breaks ground for miniature model town.

Letter, April 10, 1935, Norman Huff, D. and M. Tile Company, 707 Antonia Street, Los Angeles, Calif. to Richard S. Requa, California-Pacific International Exposition, Balboa Park, San Diego, Calif.

Dear Sir:

Confirming our verbal quotation of yesterday for the Persian type decorative and plain tile to be set on wall in the park, we will manufacture the tile for the fountain as per your drawings, for the sum of one hundred and twenty five dollars, which price includes the package.

This includes the bottom of the pool, and also to glaze the edges of the tile where they protrude beyond the adjoining tile.

We will submit a sketch of the pattern tile for your approval of colors and design.

Thanking you for this opportunity, and hoping that we may have word to proceed with the work, we are,

Yours very truly,

Norman Huff (signed), D and M Tile Company

Letter, April 10, 1935, Ben Black, Authorized Agent, Fanchon & Marco, Inc. & Kenneth Thomson, Executive Secretary, Screen Actors Guild, Inc. to California Pacific International Exposition Company, San Diego, Calif., Attention: Zack Farmer.

Gentlemen:

This letter sets forth the agreement between Fanchon & Marco, Inc., and Screen Actors Guild, Inc., on the one side, and yourselves on the other.

We agree that we will furnish for the California Pacific International Exposition a motion picture exhibit consisting of treasures, private belongings, personal wardrobes, antiques, and various other interesting items of the motion picture arts and sciences, together with exhibits showing how pictures are made, motion picture sets, and the like, in order that an adequate exhibit showing the development and present state of the motion picture art may be displayed. In addition thereto from time to time we will cause well known motion picture stars from the membership of the Screen Actors Guild, Inc., to be present at our exhibit.

You agree to furnish us the building, thereto, heretofore known as "Women’s Palace", and designed on your ground plan as Building No. 34, the plan of which is hereto attached, and made a part thereof. You will furnish and install in said building such conduits, piping, wiring, plumbing fixtures and electric power outlets as are reasonably adequate for the purpose of making water and electric power available for our use, and will cause the same to be connected to the necessary power lines and water mains to make sure such electric power and water so available. It is understood that the foregoing includes general overhead lighting, but does not include any equipment or appliances peculiarly adapted to our operations within said building. You will keep said building in good condition and repair, except for repairs occasioned by our own negligence. Should the exposition run into the cold season, you will furnish the building heat at our own expense.

You have assured us that you will carry adequate insurance for the protection of both you and ourselves, covering public liability so far as structural defects in the building are concerned, fire and earthquake, and will furnish us evidence before the opening of the Exposition that such has been obtained for our protection. We, however, will maintain workmen’s compensation for our own employees and carry public liability, insuring both of us insofar as our own operations are concerned.

You will allow no other exhibit or concession connected with the motion picture industry, but this shall not prohibit the incidental showing of motion pictures in connection with other industrial exhibits or concessions, or prevent any man from walking around the grounds and taking pictures of the spectators, or forbid the making of newsreels, it being the general intent hereof that we shall have the exclusive motion picture exhibit at the Exposition. You will keep the grounds around the building clean and in good condition. We will be permitted to erect a ticket booth or booths outside the building and put up any signs that we feel necessary or proper to further exploit our exhibit. However, we will erect no sign without your approval, which you agree will not be unreasonably withheld, and unless you disapprove said sign, with forty-eight (48) hours after submission by us to you, it will be deemed approved. We agree to conduct our operations so as not to unreasonably interfere with the operations of other exhibitors.

The compensation to you and to us will be determined and paid as follows:

Fanchon & Marco, Inc., will advance all the necessary funds for equipping the building for the purpose of the exhibit, publicity expenses, and other expenses preceding the opening, and for equipping, maintaining, and running this motion picture exhibit. The business management of the motion picture exhibit will be run by Fanchon & Marco, Inc., which will keep true and adequate books of account open to the inspection of both the Guild and the Exposition at any and all reasonable times by said parties, or either of them. The gross receipts of whatsoever kind or nature or howsoever derived from said motion picture exhibit will go into a general fund and a separate bank account and will be disbursed as follows: First, to reimburse Fanchon & Marco, Inc., for any and all funds so advanced and next, for paying the running expenses of said motion picture exhibit, and thereafter, all remaining sums will be divided into three equal parts, one part to go to you, the second part to Fanchon & Marco, Inc., and the third to go to the Screen Actors Guild, Inc.

Notwithstanding the foregoing, no matter how great the initial or running expense, in computing the net to you, you will be paid one-third of all receipts after deducting either (a) the actual initial and running expenses, or (b) Ten Thousand Dollars ($10,000.00) initial expense and Two Thousand Dollars ($2,000.00) a week running expenses, whichever results more favorably to you.

Three days after the end of each week, commencing with the end of the first week after the Exposition opens, Fanchon & Marco, Inc., will render you a statement covering receipts and expenses and will accompany the same with any payment due you under the terms thereof.

"Heat", as herein used, means only a heating system, and not the furnishing of heat.

Overhead lighting does not mean that you will furnish electrical current. ("equipment" crossed out & initialed by LWB)

This agreement between us is for the duration of the Exposition. ("but" crossed out & initialed by LWB)

The relation between you and us is that of Lessor and Lessee, and not that of partners or co-adventurers.

Yours truly,

(signed) Ben Black

(signed) Kenneth Thompson

We agree to the foregoing.

CALIFORNIA PACIFIC INTERNATIONAL EXPOSITION COMPANY.

(signed) Zack J. Farmer

(Transcription taken from letter kept by the San Diego Public Library in Box Files on California Pacific International Exposition.)

Letter, April 10, 1935, W. T. Tupper to E. H. Conklin, SUBJECT: Water Exhibits.

Mr. J. L. Van Norman, of the Bureau of Water Works and Supply, just phoned long distance stating that they have decided to participate on the basis covered in my letters of the 9^th inst., addressed to Mr. Thad M. Erwin, copies enclosed.

The space we are reserving for them is shown on the enclosed floor plan, and be sure and use this one when talking to him and not the regular floor plan you have, because this plan does not contain prices and I do not want them to have any chance to get into an argument over price rates.

You will note that the total floor area is 7,350 sq. ft., from which we have deducted 640 sq. ft. and given same to Imperial County at no cost, because they would have used this amount of space free in the California State Building, and we are transferring this to make the major exhibit possible.

I am enclosing space application blank properly made out, with the exception of the names of the contracting firms. These and the nature of the exhibit you will fill out.

As to the arrangement of the space to be occupied by the water group, the details of this construction can be worked out by their engineers with our architect. Mr. H. Arthur Price, Civil Engineer of the Bureau of Water Works and Supply, was down here the other day with Mr. Erwin and went into some of the details with our architect, Mr. Requa. Mr. Requa just explained to me that the water companies desire to make an entrance of their own on the side adjoining the California Gardens. The details as to what is desired in this end of the building should be worked out between their engineers and our Mr. Requa. This is merely a detail and will not affect our contract. So I think they should get Mr. Price or whoever they decide upon to handle this down here at once to contact Mr. Requa before we start construction.

You explain to Mr. Van Norman that this is merely an application for exhibit space which he is signing, and that in the letter of acceptance we will embody any special agreements, which will legally then become a part of the contract. I am sure you will do a good job on this.

If there is any point not clear when you get to Mr. Van Norman’s office, you can call me by long distance and we can thrash it out. Explain to Mr. Van Norman that we have been holding construction of this building depending upon their participation; and if for any reason he objects to signing our contract, but agrees that he is going ahead with this exhibit, get something from him in writing to that effect which will serve as my authority to proceed immediately with construction. You understand, of course, that if they do not participate, then we would not erect this building. I did not tell them that we were depending on their participation to construct this building; this is merely for you own information, so that you will realize the importance of getting something in the form of a written acceptance, so that we may proceed immediately.

Better do this the first thing in the morning, and once you have a written agreement, call me on the telephone and let me have the information, so I may proceed accordingly.

You might ask them to have their Publicity Department prepare for our Publicity Department the type of story which they would like to have released; or, better still, you can have Mr. Murray contact them for us and obtain all information, which he in turn can pass on to Purcell for instructions.

(Copy of letter in Box File 10 Folder 52, California-Pacific International Exposition, San Diego Public Library.)

San Diego Union, April 10, 1935, 1:6, 3:2. Federal Housing Administration chief states Government will show model of San Diego’s new Civic Center.

San Diego Union, April 10, 1935, 10:1. Bank of America officials inspect progress at park.

San Diego Union, April 10, 1935, 10:5. 12^th. Avenue artery traversing park to have lighting.

San Diego Union, April 10, 1935, 10:6. San Diego motorcade spreading Exposition news in Texas.

San Diego Union, April 10, 1935, II, 5:2. Exposition arranges dining service for 140 workers; lunch counters in Palace of Better Housing and in International Drug Store, which occupies a corner in the House of Charm.

San Diego Union, April 11, 1935, 5:2-3. Women’s group formed to preside at House of Hospitality.

San Diego Union, April 11, 1935, II, 2:1. Huge Exposition Café [of the World] facing Plaza del Pacifico to cost $100,000.

April 12, 1935, Southwest Builder and Contractor, pp. 13-14: Distinctive Architectural Style for New Exposition Buildings - Old Forms Are Given Touch of Moderne, Progress of Construction at San Diego Fair.

From the standpoint of all traditions the building of an exposition involves the development of a complete new plan. Generally the start is from zero --- grounds and buildings all have to be made. For a few expositions some sort of a nucleus has been made available but none that had been comparable to the one at San Diego utilized for the California-Pacific International Exposition which is scheduled to open May 29.

Beautiful Balboa Park, as landscaped for the 1915 Panama-Pacific [sic] Exposition, and the principal buildings of Spanish-Colonial and Renaissance design, erected for that colorful fair, which have been carefully preserved for just such another enterprise, form the nucleus of the 1935 exposition. It is a fine tribute to the genius of a great artist and architect, the late Bertram G. Goodhue, who created the architectural dream, that the buildings designed by him for such a purpose should have had so strong an appeal to the public that they have been kept intact through two decades.

Problems of the promoters of the California-Pacific International Exposition were greatly simplified by having such a splendid nucleus around which they could build. Many new buildings had to be erected and the opportunity was seized to illustrate in their architectural treatment the progress from the Indian pueblos of the pre-Spanish period to the present time with its Moderne influence. So architecturally the Exposition buildings run the gamut of architectural traditions of Southern California. The only exposition buildings are among the finest examples of the Spanish Colonial and the Spanish Renaissance and the new buildings are Mayan and Indian Pueblo types with a touch of the Moderne.

Richard S. Requa is director of architecture for the exposition. He is a recognized authority on Spanish architecture and its Colonial adaptations and the Indian Pueblo types of the Pacific Southwest. In working out the architectural scheme of the new exposition he has sought to show by modified examples the progressive steps in the development from the pre-Spanish period to the present time and through the inspiration of the old forms and influence of modern ideas to produce a new and distinctive California style. This is exemplified in the Palace of Transportation and Travel and other structures, in designing which opportunity has been taken to supply color and adornment with growing plants instead of academic ornamentation. Here the broad plain wall surfaces of the Pueblo type are relieved by festoons of plants hanging from concealed planting boxes to form a living frieze. The effect over the white stucco wall surfaces is both striking and pleasing.

Under Mr. Requa’s direction, a highly efficient architectural department was organized. His immediate assistant is H. Louis Bodmer, architectural supervisor. Next in line in this department are George Palliser, specifications writer; F. E. Evenson, electrical engineer; and G. H. Davies, structural engineer. Eighteen architectural draftsmen, six structural draftsmen, six electrical draftsmen and eight civil engineers are employed.

Construction work is organized in two divisions, some of the projects being handled by private contractors and others by the exposition staff, employing SERA labor. Approximately 65 percent of the workmen on the projects are SERA workers, the balance being employees of private contracting firms. To facilitate the direction of the SERA crews, a large staff of foremen is employed. They are under the control of O. B. Cole, general foreman.

The men behind the construction scene are H. H. Barter, director of works; Harry Foster, project superintendent and purchasing agent, and C. H. Harper, general superintendent.

Except for the exhibit palace of the Ford Motor Company, which is of steel and concrete, the new buildings on the exposition ground are frame construction with wood roof trusses and white stucco exterior walls. The buildings used during the 1915 Panama-Pacific [sic] Exposition are of similar construction.

Construction operations are now being pushed with all possible speed, two shifts of workers being employed on the dozens of projects now under way, to insure the completion of all structures and installation of exhibits in readiness for the opening on May 29.

The Federal government building will be a permanent structure with concrete walls and steel roof trusses. It was designed by the architectural department of the Exposition in the distinctive style evolved from the older forms with Moderne influence. The ground dimensions are 150 x 170 ft. and the height 35 ft. Of the $350,000 appropriated by the government for its exhibit, $125,000 will be spent on the building. It is being erected under contract by M. H. Golden.

The California State Building is being erected by the Exposition construction department with SERA labor. It will be a wood frame and stucco structure, 228 x 120 ft., and will cost $90,000. It was designed also by the Exposition architectural department.

The Palace of Electricity and Varied Industries is about 80 percent completed and the Palace of Education and Women’s Palace are finished except for interior painting. Grading for the Transportation and Travel building has been completed and it will be erected under contract by J. A. Hunt. This structure will be 230 x 118 ft. All of these buildings were designed by the Exposition architectural department.

One of the most imposing new structures on the ground will be the Ford Motor Company’s building. It was designed by Walter Dorwin Teague, the company’s architect, and will house the Ford exhibit from the Chicago Century of Progress Exposition. Construction will be reinforced concrete and structural steel. It will be circular in form, approximately 300 ft. in diameter, with a tower. Adjacent to it will be an open-air bowl for concerts. The cost of the plant will be around $350,000. It is being built under contract by B. O. Larsen.

Modern Housing will provide one of the most extensive exhibits planned for the exposition. In the Palace of Better Housing, everything pertaining to construction, equipment and furnishing of the home will be shown. Grouped around it will be the exhibit of the Federal Housing Administration, comprising 100 small scale models of homes illustrating different styles of architecture, different types of construction and different floor plans. These models will be made from designs prepared by architects and selected by competition under the supervision of David J. Witmer, district architectural director of the FHA.

The Model California Exposition Home, representing an investment of $50,000, including furnishings, is now nearly completed.

Among other features will be the Spanish Village, the largest of its kind ever built for an exposition, and reproductions of the Casa del Rey Moro Gardens and the Alcazar Gardens, all of which are now nearly completed.

Construction of buildings in the Amusement Zone is well advanced. It is estimated that more than $1,500,000 will be expended on structures and devices in the zone, which will be the largest ever seen on the Pacific coast.

San Diego Union, April 12, 1935, 14:2. Miss Cynthia Ricketts, San Diego Venus, poses for Professor Frederick Schweigardt, sculptor of the fountain which will be placed in the assembly hall of the Palace of Education.

San Diego Union, April 13, 1935, 3:3-5. Aerial view showing Exposition construction progress.

San Diego Union, April 14, 1935, 10:1-3. Senator Wright recalls bitter park controversy.

San Diego Union, April 15, 1935, 5:8. Shell Company will have space at Exposition.

San Diego Union, April 17, 1935, 5:5. Ground broken for Exposition "Gold Gulch" yesterday.

San Diego Union, April 17, 1935, II, 10:1. School exercises in park present problem for Exposition Board.

San Diego Union, April 18, 1935, 1:8, 2:2-3. San Diego white spot on United States business map; 35 percent upturn noted as Exposition opening nears.

San Diego Union, April 19, 1935, 7:1-2. SERA orchestra, radio artists on park broadcast.

San Diego Union, April 21, 1935, 1:3-5, 2:1. One hundred shut-ins ready with wheel chairs to broadcast program of good cheer; invalids will go to park for unique radio hour; music, interviews to be feature; flowers sought.

San Diego Union, April 21, 1935, 13:1. Sam Hamill, San Diego architect, shows house drawings of competition.

San Diego Union, April 21, 1935, II, 2:2. Firestone promises Singing Fountain.

San Diego Union, April 21, 1935, II, 2:4. Easter concert in park today.

San Diego Union, April 23, 1935, 2:4. Three types of Exposition tickets go on sale here.

San Diego Union, April 23, 1935, 5:6. Board of Supervisors agree to finance a $15,000 San Diego County exhibit in the California State Building at the Exposition.

San Diego Union, April 23, 1935, II, 1:2. Experts work at creating scenes for Gold Gulch.

San Diego Union, April 23, 1935, II, 3:1-3. Shut-in program popular; may be arranged yearly.

San Diego Union, April 26, 1935, 10:1. Park gas station plan is rejected.

New York Times, April 28, 1935, X17:1. The San Diego Exposition this summer is expected to attract a throng of visitors to the coast, by James F. Roche.

San Diego Union, April 28, 1935, 1:2, 2:3. W. B. Courtney, associate editor of Colliers, lauds Exposition and Zoo; will write story.

San Diego Union, April 28, 1935, 11:4-5. "End of Trail" spectacle at Exposition will have 150 Indians of 30 tribes; show to be staged at Indian Village.

San Diego Union, April 28, 1935, II, 1:1. Huge throngs due here for Exposition Special Days.

San Diego Union, April 28, 1935, II, 1:8, 2:1-2. Exposition construction 95 percent complete; $20 million fun plant to be ready by opening date; 8 million visitors expected at Exposition this summer; 100 buildings to house 200 exhibits; grounds form "S".

San Diego Union, April 28, 1935, Society-Club, 1:1, 2:1-2. Mrs. G. Aubrey Davidson defines Exposition psychology.

San Diego Union, April 28, 1935, Society-Club, 3:1. Sala de Oro in House of Hospitality is Exposition drawing room, by Katherine M. Kahle.

San Diego Union, April 28, 1935, Society-Club, 4:1. Mrs. Fred M. Gazlay recalls Exposition days of 1915.

San Diego Union, April 28, 1935, Society-Club, 6:1. Statistics of 1915 failed to tell all.

San Diego Union, April 28, 1935, Society-Club, 8:1. Mrs. E. Thelen recounts embarrassing moments of 1915.

San Diego Union, April 28, 1935, Society-Club, 10:2-3. Miss Alice Klauber recalls Persimmon Room and art shows.

San Diego Union, April 28, 1935,

3:1-2. San Diego’s $20 million Exposition opens in Balboa Park May 29; exhibits will record milestones in development of civilization, recent achievements of mankind.

3:3-6. $2 million Ford Exhibit and Transportation and Travel exhibits to be magnets for visitors.

3:5. Spanish Village built speedily.

3:6. Rooms reserved for Exposition visitors.

3:7-8. Elaborate city of merry-making in Amusement Zone will provide attractions for old and young.

3:8. Day for Ohioans is set July 28.

4:1-4. Industrial firms of nation will exhibit at San Diego’s Exposition; gigantic commercial strides and national progress will be depicted in huge displays.

4:3. Skill of ancient surgeons shown in Exposition display,

4:5. Murals painted for Exposition.

4:7. Equine displays - Gay’s Lion Farm, Midway features.

4:8. San Diego expects 5 million to see Exposition.

6:1-4. San Diego Palace of Fine Arts exhibits works of world-famed artists; institution in Balboa Park contains steadily growing collection of masterpieces, by Reginald Poland.

6:7 Intricate design seen on Palace of Fine Arts.

6:8. Display of old Italian masters brilliant event, by Reginald Poland.

8:1-2. Palace of Natural History houses thousands of priceless specimens; diversified collections will be major attractions for visitors, by Clinton G. Abbott, director.

8:1-2. San Diego Federation of State Societies will welcome "hometown" visitors to Exposition.

8:3-4. Hydrographic relief map at Exposition, only one of its kind in existence.

8:5-6. Taxidermist shop, where all displays are made, by Clinton G. Abbott.

8:7. Some exhibits too valuable to be exposed, by Clinton G. Abbott.

8:7. Fossil is found on site of Exposition.

8:8. Palace of Natural History carries study of nature to schools, by Frank F. Gander, County Supervisor of Nature Study.

8:7-8. Identification exhibits, useful Natural History Museum feature, by Clinton G. Abbott.

10:1-2. San Diego Zoological Gardens ranks with best in United States; rare collection of animal and bird life will add to enjoyment of Exposition, by Belle J. Benchley.

10:7. "Flying" sea lion to be unusual exhibit at Exposition.

10:8. Two gorillas provide fun for visitors, by Belle J. Benchley.

10:1-2. Exposition will present scientific, artistic and cultural exhibits; all phases of world’s progress will be represented by displays in brilliant settings.

10:7. San Diego police will wear new Exposition uniforms.

10:7. Local Veterans’ posts ready to aid Exposition.

10:8. Palace of Science offers unique displays.

4:3-5. Drawing of model home to be given away at Exposition.

4:6-7. California State Building to show government at work.

4:8. Varied displays, special events planned.

6:1-2. Living plants to enhance Exposition buildings’ beauty.

8:1-2. PTA will provide exhibits for Palace of Education.

11:2-4. Frank Drugan credited with idea that started San Diego’s Exposition.

4:8. Powerful aerial fleet will have exercises in July.

4:8. National Guard will drill for Exposition visitors.

6:3-4. 24 nations represented in Photo Salon at Exposition.

9:2. 1,700 Indians in San Diego County.

9:3. Counties of California will show their products in San Diego.

9:4-7. O’Rourke Institute instructs children in nature lore free.

2:1. Boy Scouts plan active programs for Exposition.

2:2-3. Countless Exposition attractions in superb setting.

2:4. Catholics to attend Mass at Exposition June 2.

2:6-7. Scientific library in Balboa Park provides facilities for extended research, by Alice M. Barlow.

3:1-8. Patrick Francis O’Rourke invites the world to San Diego’s Exposition.

4:2-3. Spreckels outdoor organ to be played each day.

4:4. Transportation facilities will be neat exhibit.

4:8. Smart displays for American women.

6:1. Gold Rush days will live again.

8:2-3. Girls have fine Scout House in Balboa Park.

8:4-5. Special art collection featured.

12:1-8. Café of the World will serve epicures of all nations. San Diego Union, April 29, 1935, 2:7-8. Representatives of Czechoslovakia and Germany raise flags in House of Pacific Relations circle.

San Diego Union, April 29, 1935, 4:1. EDITORIAL: For the Exposition - We want the world to see our Exposition. We want the world, too, to see our prosperous and beautiful city.

San Diego Union, April 30, 1935, 5:1. Café of the World to use 50 cooks.

San Diego Union, April 30, 1935, 5:5. Standard Oil plans unique displays.

San Diego Union, April 30, 1935, II, 1:2. Exposition outside lighting ample to supply ten towns.

Publicity Release, San Diego, 1935: Plan for Sea Island Sugar Exhibit of Western Sugar Refinery, California-Pacific International Exposition.

LOCATION: This Exhibition is designed for a space approximately 71’ x 95’, located at the easterly end of Building #12 at the intersection of Avenida de los Palacios and the Avenue of Nations.

GENERAL CHARACTER: The area is divided into two main subdivisions: (a) the Theater and (b) the general exhibit space in which are located various exhibit items. The entrance to the Theater has been placed well back in the general exhibit area for the purpose of increasing circulation around the exhibits. The exhibit area can be reached either (a) from the aisle in Building #11, across a gang plank and onto a wharf suggestion (to create the impression of landing from a ship) or (b) the main aisle in Building #12. A principal element in creating the tropical island setting will be the cycloramic drop featuring tropical verdure, mountains, etc. The foreground of the cyclorama consists of actual plants (both real and artificial) and rock (paper mache) formations, possibly with trickling waterways, ferns and other appropriate items. The columns of the building are to be made to simulate palm trees.

Set out some three feet from the base of the cyclorama will be a native style, thatched roof hut, the walls of which will largely open to afford a view of the background. The front of the hut will be a low stage on which will be exhibited the large size replicas of the toys featured on the sugar bags. These figures will pass across the stage with varying characteristic movements.

To the left of the foregoing will be a display of actual sized dolls, such as can be made from the patterns on the containers. These will be sold for a nominal figure, mailing facilities being provided. A placard can suggest that the toys can be obtained without cost by purchasing the 10 pound bag of Sea Island Sugar which has the figures printed thereon.

To the right as one descends the gang plank will be shelves for a display of Sea Island packages. In this general area tables and chairs may be placed. These will undoubtedly proved inviting to foot-weary visitors. These might lend to the Sea Island idea by having beach umbrellas over the tables.

To the south of this area is located the Cooking Demonstration. This will be surrounded by a counter at which refreshments will be served, probably at a slight charge. While at the counter the cooking demonstration can be observed.

Much atmosphere would be created by the introduction into the scheme of various tropical birds and a few monkeys. These would have to be located with due regard, both for their own safety and that of the public. It might be possible for the monkeys to be dressed in suits giving them the appearance of animated Sea Island sugar bags. The attention-attracting power of these features, particularly the monkeys, would be great.

THEATER: In the course of a conference relative to this exhibit, Mr. Tupper mentioned the striking success of the theatrical method of presentation at the recent "Century of Progress" at Chicago. In view of this experience, the present scheme features a small theater, seating about one hundred and fifty, in which can be shown both the educational motion pictures which it is desired to present, as well as other entertainment as may be desire. The general scheme is to attract attention by means of entertainment given on the balcony near the aisle and main entrance to the building/ During this entertainment, either by placard or voice an invitation will be extended to attend the presentation to be given in the theater. While the people are entering the entertainers can reach the stage through an overhead passage way and continue to entertain the audience until the time to show the film. On leaving the theater, the public will again traverse the exhibit area.

San Diego Sun, May 1, 1935, 11:2-3. Ford exhibit to present wonders of modern age.

San Diego Sun, May 1, 1935, 12:2-4. Mayan architecture, Standard Oil Building feature.

San Diego Sun, May 2, 1935, 1:3-4, 2:6. Real nudists to be at Exposition.

San Diego Sun, May 2, 1935, II, 13:2-3. Building the Exposition.

San Diego Sun, May 2, 1935, II, 15:2-3. Exposition Mixed Chorus has 500 voices.

Letter, May 3, 1935, Vandeburg to Sandusky; SUBJECT: Amateur Broadcasting Station

This is to advise that we now have an excellent amateur radio broadcasting station among other exhibits and attractions here in the grounds. Short Wave Station WGUSA will be located in a room at the head of the stairway directly under the tower of the Science Building.

The station will be maintained and operated without cost to the Exposition under the management of Messrs. Earl Kiernan, Howard Breedlove and A. Wayne Prather. It is strictly an amateur station, and operators will be chosen day to day from the ranks of amateur radio operators here in San Diego.

The broadcasting equipment is being built and will be installed without cost to the Exposition, and the radio station will operate in broadcasting short-wave messages on highlights of the Exposition to other short-wave stations. Its power is sufficient to reach all parts of the world, and we should gain some good publicity from this source.

The station will be open to the public without charge, and an attendant will be maintained to explain the operation of the short-wave equipment.

Let me know if you want additional information.

(Sgd.) CMW

(Transcription from Box Files of California-Pacific International Exposition kept in San Diego Public Library.)

Box File 9, Folder 73, San Diego Public Library, List of Exhibitors & Concessionaires - 1935.

PALACE OF BETTER HOUSING (Modern Home)

1935

NAME ADDRESS CONTACT SPACE SQ. FT.

Bowers Mfg. Co., Inc. 6700 Avalon Blvd., L. A. Claude E. Bowers #23 224

Cleaves, Naomi E. 6521 Hollywood Blvd. same #29 493

Hollywood

Church of Jesus Christ 153 W. Adams Blvd., L. A. Mr. Alonzo A. 750

Latter Day Saints Hinckley

6. E. Compton & Co. 1000 N. Dearborn St. Mr. C. E. Snell #25 224

Encyclopedia Britannica 681 Market St., S .F. Mr. W. P. Bastien #34 S-1/2 288

Pac. Coast Division

Goodwill Industries 342 N. Main St., L.A. Mr. Frederic H. #A 102-1/2

Blair

Anna Ketonen 525 14 St., N.W. same #50 493

Nassau Pen & Pencil 116 Nassau St., N. Y. City Harry Horne Allocation 4/1

Rm. 1800 100 W.

Monroe, Chicago

23. F. Quarrie & Co. 6404 Hollywood Blvd. J. G. Woods #30 480

Rosicrucian Fellowship Mission Ave., Oceanside, Mrs. Max Heindel 224

Calif. to be allocated

Salvation Army 115 Valencia St., S. F. Major H. French 704

to be allocated

Ware, Mr. J. W. 1060 Sixth Ave., S. D. same #12 384

Western Union S. D., Calif. Mr. D. Topham #21 664

Foreign Antique & Art Hot Springs, Ark. Chas. Nonneman #51 1224

Bowen, Mr. A. M. 2035 Broadway, S. D. same 50

Bowen Unique Handicraft

Bookhouse for Children 360 N. Mich. Ave., Chicago Mr. Harry Miller #26 224

Gefroj Studio 4840 Washington Blvd., L. A. Mrs. W. W. Whitson #27 224

Jacobson, I. 758 - 8^th Ave., S. D. Isadore Jacobson #19

Pac. Union Conf. Glendale, Calif. Glenn Calkins #4,5,6,7 1568

(7^th Day Adventists) 1531 E. Wilson

6. J. Hansen Co., Ltd. 642 B St., S. D. same #3 756

Ganna Walska Rm. 1800 - 100 W. Monroe St. Harry Horne E 12’ 60

Chicago, Ill. #28

Morbeck of London 1113 Ave. "O" Brooklyn Shoolman Bros. #11 256

Standard Sanitary Mfg. P.O. Box W, Richmond, Calif. F. A. Kales, V. P. 18, 19, 835

10’-20’

Sullivan’s Art Gift 109 Chestnut St. W. G. Sullivan #22 270

Athens, Pa.

American Flange Mfg. 26 Broadway, N. Y. C. J. G. Macormack #15 224

6. H. Helrigel 9944 Connors Ave., Detroit same N24 #2 456

S. D. Mirror & Glass 640 - 10^th St., S. D. J. A. Fernald #28 256

Railway Express Agency 1220 - 3^rd St., S. D. C. A. Townsend #4, 5 640

Barker Bros., Inc. L. A., Calif. R. E. Craig #45 480

Moroccan Palace 2454 - 5^th Ave., S. D. H. Ohayon #48 480

S. D. Mirror & Glass 640 - 10^th, S. D. J. A. Fernald #28 256

Meyer Coupling Co. 433 S. Spring, L. A. C. H. Matthiessen #30 480

Calif. Redwood Gifts P. O. Box 103 Ira E. Thatcher N-1/2 34 224

Klamath, Calif.

(Box 9 Folder 73, California-Pacific International Exposition, San Diego Public Library.)

San Diego Sun, May 3, 1935, 1:5. Police ready for throngs at Exposition; detective assigned to crack down on "Bunco men".

San Diego Sun, May 3, 1935, 4:1-6. Building the Exposition.

San Diego Sun, May 4, 1935, 3:3-4. Carl H. Heilbron, president Chamber of Commerce, e