Soybean Processing for Fiber and Oil, Ford Exposition, New York World's Fair, 1939 / THF216213
A New Partnership
Today, on National Agriculture Day, The Henry Ford is pleased to announce a new partnership with the Michigan Soybean Committee to deepen our understanding of this important crop, from field to factory.
The Michigan Soybean Committee works on behalf of Michigan’s 12,000 soybean farmers to drive demand, fund research advancements, share the story of agriculture, and identify ways to help farmers grow soybeans sustainably for generations to come. Michigan Soybean Committee has a renewed focus on consumer outreach and working with partners to provide information to the public about soybeans and agriculture in the state of Michigan. The collections of The Henry Ford help tell the long history of soy, and especially the launch of the legume in Michigan, a project with a long history dating back to Henry Ford himself. Michigan Soybean Committee is excited to work with The Henry Ford to provide the public with the chance to learn more about agriculture and the innovations that have helped farmers feed the world.
The soybean (soya bean, Glycine max) moved from relatively obscure forage crop in 1920 to center stage on global markets in 2020. Today soybean farmers in 19 states, including Michigan, raise 96% of the more than 4 billion bushels of beans produced in the United States. Each of those soybeans contains oil, protein, and biomass, attributes that processors use to transform the soybean into valuable products.
Mrs. Hardy Checking Soybean Milk in Ford Lab, March 1944 /THF272478
Today we encounter soybeans in almost every aspect of our daily lives, but we may not recognize the legume, even when we use or consume it. Drink soymilk? Use a non-dairy creamer or whipped topping? Eat chocolate? Use soy oil for cooking? Is your candle made of soy? How about the bioplastic coating your take-out food container or disposable coffee cup? Have you ever filled your vehicle with biodiesel? These products, and many more, likely include ingredients derived from soybeans. The Michigan Soybean Committee recommends the United Soybean Board website https://soynewuses.org/ as a good resource to learn even more about all of the products made with soy.
Robert Boyer and Henry Ford in a Soybean Field, 1936 / THF98619
Black chemists contributed to this soybean research. Paul Foster focused on food research. “Paul Foster and Food Research in Henry Ford’s Laboratories, 1930-1942” introduces readers to Foster and explores some of the soy recipes that resulted from research he conducted. George Washington Carver and his assistant, Austin Curtis, Jr., chemists working at Tuskegee Institute in Alabama, shared Henry Ford’s enthusiasm for chemurgy (industrial uses for raw materials). Both Carver and Curtis participated in the third Dearborn Conference on Industry in 1937, featuring lectures by chemists working with farm-grown crops and industrial products, and Curtis even worked one summer in Ford’s Greenfield Village Soybean Lab. Ford expanded soy food research in 1942 with dedication of the Carver Nutrition Laboratory on Michigan Avenue in Dearborn, near Greenfield Village.
Soybean Processing for Fiber and Oil, Ford Exposition, New York World's Fair, 1939/ THF216215
What do we have in store for this partnership?
We’ll kick things off on March 23 on The Henry Ford’s Facebook page, with an interview with Laurie Isley, Michigan farmer and president of Michigan Soybean Committee. You can get a sneak peek of Isley’s work at the websites for U.S. Soy and the Michigan Agriculture Council.
John Deere Tractor and Planter Planting Soybeans / Photo courtesy United Soybean Board
Our plans for 2022 focus on exploring untold stories, adding to existing stories, and engaging the public in the process. We will explore changes in biological and mechanical technologies between 1920 and 2020, and document agricultural research at Ford farms focused on producing soybeans richer in oil content and better suited to industrial uses. We will deepen existing content on the daily operations of soybean research undertaken at the chemical laboratory constructed by Henry Ford in Greenfield Village in 1928 (still standing today), and in the George Washington Carver Nutrition Laboratory launched by Ford in 1942.
Over the growing season, we’ll explore the year-round work it takes to produce soybeans in Michigan, from planting to growing to harvesting, with the farmers who do this work. This will also involve a collaborative contemporary collecting effort to document Michigan soybean farmers today and add those stories to the permanent collections of The Henry Ford.
Case IH Combine Harvesting Soybeans / Photo courtesy Michigan Soybean Committee
The Michigan Soybean Committee will share its popular teacher resources with The Henry Ford’s learning and engagement staff. This will benefit rising fifth graders in The Henry Ford’s 2022 Growers summer camp, presented by the Michigan Soybean Committee, as they explore soya from bean to bioplastic. From June to August, students in the Growers summer camp will interact directly with Michigan Soybean Committee resources and soybeans growing in Greenfield Village for the first time since the 1940s.
Cultivating and Planting Activity at Soybean Laboratory, Greenfield Village, Dearborn, Michigan, 1937–1950 / THF236443
Both The Henry Ford and Michigan Soybean Committee are eager for this 2022 soybean-knowledge growing season, and we look forward to having you along for the journey.
Debra A. Reid is Curator of Agriculture and the Environment at The Henry Ford. Many thanks to the Michigan Soybean Committee for their collaboration on this post.
Edsel Ford, Charlie Chaplin, and Henry Ford Touring the Ford Motor Company Highland Park Plant, October 1923 / THF134659
Every month, staff from our library and archives select some interesting items from our collections to showcase on The Henry Ford’s Instagram account. In our every-first-Friday History Outside the Box offering, our collections experts share photographs, documents, and other artifacts around a given theme. Last summer, Reference Archivist Kathy Makas showcased some celebrity sightings from our archives—actors, actresses, and other luminaries visiting Ford Motor Company’s factories, World’s Fairs, and The Henry Ford’s own campus; showcasing their cars; and more. If you missed the Insta story, you can check out the presentation below.
I recently visited the 1964-65 New York World’s Fair site, now part of Flushing Meadows Corona Park in Queens. I gawked at the still-standing central icon, the Unisphere, then searched for long-forgotten ruins scattered about.
Perhaps most striking were the still-existing pathways with their original concrete benches and drinking fountains. I could picture the people—the fairgoers—who had traveled from near and far to visit this temporary but extraordinary place, a place of wonder and delight, a place of enjoyment, leisure, and playfulness—a world’s fair.
The 1964-65 World’s Fair was a failure in many respects. It never reached its projected attendance and almost went bankrupt. When most large nations declined to participate, smaller nations and American states filled the gap. The fair is probably best remembered as a showcase for American corporations, with an endless array of new products displayed inside midcentury modern structures.
Nowhere was the blend of design and playfulness more apparent than in the corporate attractions designed by Walt Disney and his Imagineers, especially Ford Motor Company’s Magic Skyway. Here guests embarked on “an exciting ride in a company-built convertible through a fantasy of the past and future in 12 minutes.” When Ford added new Mustang convertibles to the ride mere months before the fair’s opening, this only added to the anticipation and enjoyment.
The Unisphere, a 12-story-high model of Earth which embodied the 1964-65 New York World's Fair theme of "Peace Through Understanding," celebrating "Man's Achievement on the Shrinking Globe in an Expanding Universe," can be seen through the window in this photo of a car on the Magic Skyway. / THF114472
Walt Disney remarked about the attraction: “It could never happen in real life, but we can achieve the illusion by creating an adventure so realistic that visitors will feel they have lived through a wonderful, once-in-a-lifetime experience.”
Greenfield Village may just look like a lot of buildings to some, but each building tells stories of people. When I wrote The Henry Ford Official Guidebook, it really hit me how unique and one-of-a-kind Greenfield Village is. I wanted to share several stories I found particularly interesting about Greenfield Village.
Researching Building Stories
Whenever we research a Village building, we usually start with archival material—looking at sources like census records, account books, store invoices (like the one below, related to Dr. Howard’s Office), and old photographs—to give us authentic accounts about our subjects’ lives. Here are some examples.
At Daggett Farmhouse, Samuel Daggett’s account book showed that he not only built houses but also dug stones for the community schoolhouse; made shingles for local people’s houses; made chairs, spinning wheels, coffins, and sleds; and even pulled teeth! If you are interested in learning more about how our research influenced the interpretation at Daggett, along with four other Village buildings, check out this blog post.
Daggett Farmhouse, photographed by Michelle Andonian. / THF54173
For Dr. Howard’s Office, we looked at old photographs, family reminiscences, the doctor’s daily record of patients and what he prescribed for them, his handwritten receipt (recipe) book of remedies, and invoices of supplies and dried herbs he purchased. You can read more about the history of Dr. Alonson Howard and his office in this blog post.
For J.R. Jones General Store, we used a range of primary sources, from local census records to photographs of the building on its original site (like the one below) to account books documenting purchases of store stock from similar general stores. You can read more about the history of J.R. Jones General Store in this blog post.
Photo of J.R. Jones General Store on its original site. / THF255033
Urbanization and Industrialization Seen through Greenfield Village Buildings
Many Greenfield Village buildings were acquired because of Henry Ford’s interests. But some give us the opportunity to look at larger trends in American life, especially related to urbanization and industrialization.
Engelbert Grimm sold clocks and watches to Detroit-area customers, including Henry Ford, in the 1880s. But Grimm Jewelry Store also demonstrates that in an increasingly urban and industrial nation, people were expected to know the time and be on time—all the time.
Grimm Jewelry Store in Greenfield Village. / THF1947
Related to this, notice the public clock in the Detroit Publishing Company photograph below of West 23rd Street, New York City, about 1908. (Clue: Look down the street, above the horse-drawn carriage, and you’ll see a large street clock on a stand.) You can read more about the emergence of “clock time” in this blog post.
Smiths Creek Depot is here because of its connection with Thomas Edison. But this building also shows us that railroad depots at the time were more than simply the place to catch a train—they were also bustling places where townspeople connected with the outside world. Below you can see a photo of Smiths Creek in Greenfield Village, as well asthe hustle and bustle of railroad depots in a wonderful image of the Union Pacific Depot in Cheyenne, Wyoming, from about 1910.
Smiths Creek Depot in Greenfield Village. / THF1873
Henry Ford brought Sarah Jordan Boarding House to Greenfield Village because it was home to many of Thomas Edison’s workers. It was also one of three residences wired for Edison’s new electrical lighting system in December 1879—and it is the only one still in existence. In the bigger picture, the mushrooming of boarding houses at this time was particularly due to a shortage of affordable housing in the growing urban-industrial centers, which were experiencing a tremendous influx of new wage laborers.
Sarah Jordan Boarding House in Greenfield Village. / THF2007
Sarah Jordan Boarding House on its original site in Menlo Park, New Jersey, in 1879. / THF117242
Luther Burbank and Henry Ford
Other buildings in Greenfield Village have strong ties to Henry’s personal relationships. Henry Ford met horticulturalist Luther Burbank in connection with the 1915 Panama-Pacific Exposition in San Francisco. That year, Thomas Edison, Henry Ford, and a few other companions traveled there to attend Edison Day. Luther Burbank welcomed them to the area.
Panama-Pacific International Exposition Souvenir Medal. / THF154006
Afterward, the group followed Burbank up on an invitation to visit him at his experimental garden in Santa Rosa, California. Edison and Ford had a grand time there. Burbank later wrote, “The ladies said we acted like three schoolboys, but we didn’t care.”
Thomas Edison, Luther Burbank, and Henry Ford at Burbank's home in Santa Rosa, California. / THF126337
After that visit, the original group, plus tire magnate Harvey Firestone, drove by automobile to the Panama-California Exposition in San Diego. During that trip, Edison proposed a camping trip for Ford, Firestone, and himself. The Vagabonds camping trips, taking place over the next nine years, were born!
Henry Ford was so inspired by Luther Burbank’s character, accomplishments, and “learning by doing” approach that he brought to Greenfield Village a modified version of the Luther Burbank Birthplace and a restored version of the Luther Burbank Garden Office from Santa Rosa.
Luther Burbank Garden Office in Greenfield Village. / THF1887
Greenfield Village Buildings and World’s Fair Connections
In a striking Albert Kahn–designed building, Ford Motor Company boasted the largest and most expensive corporate pavilion of the same Chicago fair. It drew some 75% of visitors to the fair that year. After the fair, the central part of this building was transported from Chicago to Dearborn, where it became the Ford Rotunda. It was used as a hospitality center until it burned in a devastating fire in 1962.
Ford at the Fair Brochure, showing the building section that would eventually become the Ford Rotunda. / THF210966
Ford Rotunda in Dearborn after a 1953 renovation. / THF142018
A presenter at the Texas Centennial Exposition demonstrates how the soybean oil extraction process works with a model of a soybean oil extractor that now resides in the Soybean Lab in Greenfield Village. / THF222337
Boys from Henry Ford's Edison Institute Schools operate miniature machine replicas in a scale model of the Menlo Park Machine Shop during the 1939-40 New York World's Fair. / THF250326
Village Buildings That Influenced Famous Men
Several people whose stories are represented in Greenfield Village were influenced by the places in which they grew up and worked, like the Wright Brothers, shown below on the porch of their Dayton, Ohio, home, now the Wright Home in the Village, around 1910.
In addition to practicing law in Springfield, Illinois, Abraham Lincoln traveled to courthouses like the Logan County Courthouse in Greenfield Village to try court cases for local folk. The experiences he gained in these prepared him for his future role as U.S. president (read more about this in this “What If” story).
Enterprising young Tom Edison took a job as a newsboy on a local railway, where one of the stops was Smiths Creek Station. This and other experiences on that railway contributed to the man Thomas Edison would become—curious, entrepreneurial, interested in new technologies, and collaborative.
Young Thomas Edison as a newsboy and candy butcher. / THF116798
Henry Ford, the eldest of six children, was born and raised in the farmhouse pictured below, now known as Ford Home in Greenfield Village. Henry hated the drudgery of farm work. He spent his entire life trying to ease farmers’ burdens and make their lives easier.
Henry J. Heinz (the namesake of Heinz House in Greenfield Village) wasn’t just an inventor or an entrepreneur or a marketing genius: he was all of these things. Throughout the course of his career, he truly changed the way we eat and the way we think about what we eat.
Beginning with horseradish, Heinz expanded his business to include many relishes and pickles—stressing their purity and high quality at a time when other processed foods did not share these characteristics. The sample display case below highlights the phrase “pure food products.”
Heinz had an eye for promotion and advertising unequaled among his competitors. This included signs, billboards, special exhibits, and, as shown below, the specially constructed Heinz Ocean Pier, in Atlantic City, New Jersey, which opened in 1898.
Advertising process photograph showing Heinz Ocean Pier. / THF117096
The pickle pin, for instance, was a wildly successful advertising promotion. Heinz first offered a free pickle-shaped watch fob at the World’s Columbian Exposition of 1893. At some point, a pin replaced the watch fob, and the rest is history!
By the time of H.J. Heinz’s death in 1919, his company had grown into one of the largest food processing businesses in the nation. His company was known for its innovative food processing, packaging, advertising, and enlightened business practices. You can learn more about Heinz House and its journey to Greenfield Village here.
Even More Fun Facts about Greenfield Village Buildings
Most of the time, we focus on big themes that tell American history in relatable ways. When we choose a theme to focus on, we inevitably leave out interesting little-known facts. For example, Cohen Millinery was a dry goods store, a candy store, a Kroger grocery, and a restaurant during its lifetime!
Surprisingly, for most of its life prior to its incorporation into Greenfield Village, Logan County Courthouse was a private residence. Many different families had lived there, including Mr. and Mrs. Elijah Watkins, the last caretakers before Henry Ford acquired the building. They are depicted below, along with an interior shot of one of their rooms when Henry Ford’s agents went to look at the building.
Interior of Logan County Courthouse at its original site. / THF238596
In the 1820s, eastern Ohio farmers realized huge profits from the fine-grade wool of purebred Merino sheep. But by the 1880s, competition had made raising Merino sheep unprofitable. Benjamin Firestone, the previous owner of Firestone Farmhouse and father of Harvey Firestone, however, stuck with the tried and true. Today, you can visit our wrinkly friends grazing one of several pastures in the Village.
Merino sheep at Firestone Farm in Greenfield Village in 2014. / THF119103
We have several different breeds of animals at the Village, but some of our most memorable were built, not bred. The Herschell-Spillman Carousel is a favorite amongst visitors. Many people think that all carousel animals were hand-carved. But the Herschell-Spillman Company, the makers of our carousel, created quantities of affordable carousel animals through a shop production system, using machinery to rough out parts. You can read more on the history of our carousel in this blog post.
And there you have it! Remember, odd and anachronistic as it might seem at times—the juxtaposed time periods, the buildings from so many different places, the specific people highlighted—there’s only one Greenfield Village!
Donna R. Braden is Senior Curator and Curator of Public Life at The Henry Ford. Many thanks to Sophia Kloc, Office Administrator for Historical Resources at The Henry Ford, for editorial preparation assistance with this post.
Operating the Marionettes in Writer’s Cramp: A Review in Little Marionette Show at the A.B. Dick Company Exhibit at the New York World’s Fair, 1939 / THF623950
The A.B. Dick Company, a major copy machine and office supply manufacturer, wanted to draw a crowd to its 1939 New York World’s Fair exhibition. The company decided that a musical marionette show, Writer’s Cramp: A Review in Little, was just the ticket. A.B. Dick selected Tatterman Marionettes, a high-quality touring company managed by Edward H. Mabley (1906–1986) and William Duncan (1902–1978). Mabley wrote the musical comedy and Duncan produced the show, staged at the entrance to the A.B. Dick display in the Business Systems and Insurance Building.
A.B. Dick Company Mimeograph Exhibit and Writer’s Cramp Marionette Show at the New York World’s Fair, 1939 / THF623944
Writer’s Cramp featured changes in communication technology from “the days of the cave man” to the efficient modern office mimeograph machine. Marionettes represented Miss Jones, the secretary, and Mr. Whalen, the executive, trying to rush distribution of important correspondence. Father Time helped inform Mr. Whalen of his good fortune at present (1939) by escorting him through millennia of changes, starting with Stone Age stenographers, and including tombstone cutting, monks with their quill pens, and typists with their typewriters. The play culminated with the unveiling of A.B. Dick Company’s Model 100 Mimeograph, “the World’s Fairest writing machine!”
Writer’s Cramp: A Review in Little Marionette Show at the A.B. Dick Company Exhibit at the New York World’s Fair, 1939 / THF623948
Mabley and Duncan organized Tatterman Marionettes in Detroit, Michigan, in 1922, and had relocated to Cleveland, Ohio, by 1930. They established a reputation through high-quality performances to a range of audiences.
Panel 4 of promotional material, “A Modern Adult Program and a New Children’s Program for the Tatterman Marionettes,” 1931-1932 / THF623902
Edsel B. Ford contracted with the company to perform for children in his home during March 1931. At that time, the always entrepreneurial Mabley recommended his and Duncan’s product, Master Marionettes, as “unusual gift favors” for the children attending that show.
Master Marionettes: Professional Puppets for Amateur Puppeteers, 1930-1940 / THF623904
Tatterman Marionettes’ reputation grew through work with the Century of Progress exposition in Chicago in 1934, where the company presented 1,300 plays. More World’s Fair performances followed. A.B. Dick Company and General Electric both contracted with Tatterman to produce marionette performances during the 1939 World’s Fair. General Electric’s Mrs. Cinderella promoted electrification as part of the modernization of Cinderella’s drafty old castle. (Libby, McNeill & Libby also featured marionette performances, and other corporations staged puppet shows.)
The A.B. Dick Company spared no expense to ensure a first-class production. Tatterman provided the marionettes and experienced operators, while industrial designer Walter Dorwin Teague (1883–1960) prepared blueprints for a detailed stage set. Teague’s exhibit work for A.B. Dick and several corporations during the 1939 World’s Fair helped solidify his reputation as “Dean of Industrial Design.” The company invested in a conductor’s score by Tom Bennett (1906–1970), who would go on to join NBC Radio as staff arranger and musical director after the World’s Fair.
With the script finalized (February 27, 1939), experienced operators put the marionettes to work. After the World’s Fair opened on April 30, 1939, they delivered programs on a set schedule published in official daily programs. On Sunday, October 22, 1939, for example, Tatterman Marionettes performed 15 shows—at 10:20, 11:00, and 11:40 in the morning; at 12:20, 1:00, 1:40, 2:20, 3:00, 3:40 in the afternoon; and at 5:40, 6:20, 7:00, 7:20, 8:00, and 8:20 in the evening.
“Brighten Up Your Days,” Song for the Writer’s Cramp Marionette Show, New York World’s Fair, 1939 / THF623906
At the end of each Writer’s Cramp performance, A.B. Dick mass-produced the feature tune using a mimeograph machine and photochemical stencil. Attendants distributed this sheet music, calling attention to the modern conveniences: “Just a moment, PLEASE! The young lady right behind you is running off some of the words and music from our show—they’re for you to take home with our compliments. Don’t go away without your copy!”
The Tatterman marionettes from Writer’s Cramp featured prominently in World’s Fair promotional material intended to draw the attention of office outfitters to the Business Systems and Insurance Building. Their little stage set conveyed big lessons to the hundreds of thousands of professionals who flowed through the A.B. Dick exhibit at the New York World’s Fair.
Debra A. Reid is Curator of Agriculture and the Environment at The Henry Ford. Thanks to Saige Jedele, Associate Curator, Digital Content, for editorial guidance.
Visitors to the 1964 New York World’s Fair’s IBM Pavilion were submerged in a futuristic world made possible by computers. A world imaginatively conjured up by an intricately detailed fake newspaper with the headline “Computer Day at Midvale!”
The one-of-a-kind aluminum panel was created by the Eames Office, the studio of famed designers Charles and Ray Eames. Hand-painted with imagined newspaper headlines and draped with patriotic bunting, it hung on the back of one of the pavilion’s “Little Theatres” and was surrounded by lights, intended to lure visitors.
“The themes in the Midvale panel, and the IBM Pavilion on the whole, document a critical moment where people were being exposed to the culture of computing on a mass scale,” said Kristen Gallerneaux, The Henry Ford’s curator of communications and information technology. “Accessible systems like the IBM/360 were just around the corner, whose adoption would touch (and potentially disrupt) the lives of information and office workers. IBM needed to address this wariness of technology — they needed to humanize computers. The company found their solution in the playful visual communication skills of the Eames Office.”
Last year, The Henry Ford acquired the aluminum panel from its original owners, whose father, Robert Charles Siemion, had worked as an engineer and manager at the 1964 IBM Pavilion.
“The ephemeral nature of those fairs was such that most of the displays — and even the architecture — would be dismantled after the fair was over,” said Gallerneaux, who learned about the panel in an article on antique pricing. “But Siemion, as a manager, was invited to take home part of the pavilion as a memento. We’re lucky that he chose to salvage this panel and that his children knew to hold onto it all these years.”
The Eames Office employees who designed the pavilion are listed on the newspaper’s left in a credits area. The panel is among several IBM Pavilion-related objects The Henry Ford has acquired and the third such artifact associated with Charles and Ray Eames.
“Charles and Ray Eames were fascinated with the circus and early Americana, and there’s a wonderful sense of these themes coming together with high technology in the panel,” Gallerneaux said. “The IBM Pavilion was designed to send you into another head space so you could synthesize the concepts coming together at the time. It was an interesting collision of computing history and design history happening in one place.”
From a conservation standpoint, the panel, well maintained by its owners, only required minimal treatments. “It’s interesting to think about the public as stewards of material culture,” Gallerneaux said. “We acquire a lot of interesting collection items that way.”
The “Computer Day at Midvale” panel will appear in a future exhibit at The Henry Ford about communications and information technology.
DID YOU KNOW? The 1964 New York World’s Fair featured 140 pavilions spread over 646 acres. Continue Reading
In the 1920s, following his success with the Model T, Henry Ford increasingly turned his attention to transforming farming—the life he sought to escape as a boy. He focused on finding new products and new markets for agriculture. (The charcoal briquette was an early result of this effort, made from surplus wood scrap.)
In 1928, Ford started the Chemical Lab (the building in Greenfield Village now known as the Soybean Lab), and asked Robert Boyer, a student at the Ford Trade School to run it. Ford told Boyer to select good students from the Trade School to staff the Lab. Ford then set them to experimenting with all manner of agricultural produce, from cantaloupes to rutabagas.
Riders began their journey on the Magic Skyway by passing through a glass tunnel around the outside of the Ford pavilion (lower left), affording a unique bird's-eye view of the fairground. (THF201987)
Some people called the 1964-65 New York World’s Fair the greatest fair ever, while others denounced it as a nostalgic look backward. Either way, no one could miss the mega-attractions that were staged by American corporations. Among these display “giants” was Ford Motor Company, who brought in Walt Disney to ensure that its corporate pavilion would be a blockbuster hit at the fair.
A Partnership is Formed
Ford and Disney both had their reasons for making a big splash at the New York World’s Fair.
Ford Motor Company executives wanted to tell their corporate story, showcase their products—including a special highlight on the new Ford Mustang—and provide a “unique and memorable entertainment adventure” that would outshine their competitors at the fair.
Walt Disney, by now internationally recognized for his success at Disneyland, was planning for the future. He looked to the fair as a place to try out new ideas and refine new technologies, obtain corporate funding to create new attractions, and test the receptiveness of East Coast audiences to his most recent dream—building a spacious new theme park in Florida. The Ford pavilion was one of four major attractions that Disney and his Imagineers at WED Enterprises would produce for the New York World’s Fair. (The other three attractions were Progressland for General Electric; Great Moments withMr. Lincoln for the State of Illinois; and it’s a small world for Pepsi-Cola.)
Using this detailed model, Walt Disney shows Ford Motor Company CEO and Chairman of the Board Henry Ford II some of the features that he and his Imagineers had dreamed up for the Ford pavilion. (THF114505)
Ford recognized that Disney represented not only “the greatest pool of creative talent available” but also had years of experience with crowd movement and control. Indeed, when Walt Disney brought in architect Welton Becket from Los Angeles to design the Ford pavilion, he directed Becket to provide space for two simultaneous shows, queuing areas, and product displays—allowing for a capacity of 4,000 guests per hour. Ford Motor Company executives were particularly interested in their pavilion taking on a rotunda form, in keeping with their previous structures at world’s fairs and to commemorate the loss of their beloved, recently-burned-down Ford Rotunda in Dearborn.
This page from a souvenir brochure shows the two distinct structures that made up the Ford pavilion: the so-called “Wonder Rotunda,” inspired by previous Ford world’s fair buildings, and the building that housed most of the Magic Skyway ride. (THF114832)
A Ride on the Magic Skyway
Disney Imagineers brought to the Ford pavilion all the experience they had gained in developing attractions at Disneyland.
As guests entered the Ford pavilion through the monumental Rotunda building, they encountered a series of colorful exhibits focusing on Ford’s history, global influence, and current products. The topics were Ford-related, but the treatment of virtually every element had the unique Disney touch. For example, the miniature villages of the International Gardens display were reminiscent of the miniscule settings at the Storybook Land Canal Boats attraction in Disneyland. Great moments in Ford Motor Company history were represented by several humorous, Disney-designed dioramas as guests took moving “speed ramps” to the upper level for the Magic Skyway ride. Near the ride queue, a Disney-created “animated orchestra” was comprised of ingeniously rigged Ford automobile parts.
Representing Ford Motor Company’s global reach, the Disney-designed International Gardens display featured miniature buildings, landscapes, and settings of 12 countries. (THF114465)
The “Auto Parts Harmonic Orchestra”—comprised of Ford automobile parts—really played music! (THF115025)
The climax of the Ford pavilion was, of course, the Magic Skyway ride—billed as “an exciting ride in a Company-built convertible through a fantasy of the past and future in 12 minutes.” It is quite possible that the idea of using real cars for the ride was Ford Motor Company’s, inspired by the “Road of Tomorrow” feature at its 1939 New York World’s Fair pavilion. There, guests had ridden in current car models along a “highway of the future.” But, this time, the cars were fixed in place, attached to a track that moved them along at evenly spaced intervals. Perfecting this ride track technology was, in fact, a major goal for Disney and his Imagineers at the fair.
Convertibles were chosen for the ride because they were easy to climb into and out of and because they afforded the greatest visibility for the show. Through most of the planning process, the choice of convertibles had included examples from all the regular Ford and Lincoln-Mercury lines—Falcon, Ford, Comet, Mercury, Lincoln-Continental, and Thunderbird. But, with mere months to spare before the fair’s opening on April 22, Ford realized the marketing potential in adding several of its new Ford Mustangs to the ride track as well.
Once settled inside their cars, guests used the push buttons of their car’s radio to hear sounds, music, and—after a brief welcome from Henry Ford II—the narration for the show in a choice of four different languages.
The ride began with the cars slowly gliding along outside the Rotunda building through a transparent glass tunnel. This idea, conceived by legendary Disney Imagineer John Hench, both afforded riders a perfect view of the fairground from the upper level of the pavilion and allowed fairgoers to glimpse the new Ford models from below.
Twin tracks can be seen here in the loading area of the Magic Skyway ride, where friendly attendants helped guests quickly and efficiently get into the next available convertible. Story has it that the Ford Mustang was so popular that guests would wait out their turn until a Mustang came along. (THF114475)
Guests enter the glass tunnel overlooking the fairgrounds in anticipation of their “Adventure through Time and Space.” (THF67946)
Back inside the pavilion, the cars picked up speed and the ride truly began. Rainbow-hued strobe lights flashed past while sound effects created the illusion that riders were hurtling through a “time tunnel,” racing across millions of years toward a far distant past.
Emerging from this time tunnel, guests found themselves in “a dim primeval place of strange sounds and sights.” Their cars moved past several gatherings of “prehistoric monsters”—some engaged in mortal combat, others combing the rugged and swampy terrain for food. But, within moments, climate and plant life shifted and Man made his appearance. Groups of cavemen could be seen discovering fire, painting on cave walls, fighting off vicious beasts, using stone as a tool, and—in a final vignette—using the wheel.
Riders on the Magic Skyway intently watch this primeval scene from the comfort of their Ford convertible. (THF114507)
For the scenes of the primeval past, Walt Disney had wanted to create an adventure “so realistic that guests will feel they have lived through a wonderful, once-in-a-lifetime experience.” To accomplish this, Disney Imagineers “brought to life” both the prehistoric creatures and the cavemen with their newest storytelling technology, Audio-Animatronics®. They had introduced this technology only recently—at the Enchanted Tiki Room in Disneyland in 1963, and they had much they wanted to refine on its details here at the fair.
Guests left these scenes behind and entered a second time tunnel, speeding past flashing, spinning, and twirling wheels that symbolized the progress of thousands of years. After their journey through time and space on a “Highway in the Sky,” they were dropped off at “Space City”—a “spectacular, impressionistic city of tomorrow.” Guests disembarked here, as the voice of Walt Disney—speaking through the car radio—invited them to enter a world “where tomorrow is created today.”
Returning to the real world of corporate exhibits, guests encountered five “Adventures in Science” displays, which highlighted Ford’s and Philco’s (a Ford subsidiary at the time) current research in the fields of space, electronics, power sources, fuel, and new materials.
Taking moving “speed ramps” back down to the first level, guests were encouraged to explore on their own the many Ford products and presentations on display in the elegant Product Salon. A final Disney-produced exhibit—featuring moving scenes of city and countryside—provided the backdrop for a Ford “Product Parade”—an “endless stream” of current Ford-built cars, trucks, and tractors.
After the Fair
The Ford pavilion and its Magic Skyway ride were, as hoped, a huge hit with the public and an unqualified success for both Ford and Disney.
For Ford Motor Company, millions of people riding the Magic Skyway experienced a ride in a Ford car for the first time. In addition, Ford’s idea to introduce the Mustang at the fair was a stroke of marketing genius, as the Ford Mustang would go on to become one of the best-selling automobiles in American history.
With its sporty look, reasonable price, and endless number of options, the Mustang hit a sweet spot in the market—appealing to a wide range of buyers. Ford was able to boast that it was a “show stopper” at the New York World’s Fair in this August 14, 1964 Time magazine advertisement. (THF77007)
With four top-ten attractions at the New York World’s Fair, Walt Disney established an impressive record working with large corporations. His Imagineers achieved in record time what might have otherwise taken years to accomplish. Their experiments with ride track technology would be further refined at Disneyland to become the WEDway People Mover, while their refinements with Audio-Animatronics® would find their way into many new attractions. Finally, Disney knew that his dream for a new theme park in Florida could proceed as planned. But for now he was happy to bring back all three non-Ford attractions from the New York World’s Fair back to Disneyland.
The Ford pavilion almost came back to Disneyland too. Walt Disney proposed to Ford Motor Company a re-envisioned attraction that would house a 1,000-seat theatre with a new, product-oriented stage show employing Audio-Animatronics® techniques, as well as a showroom for corporate products. The real cars of the Magic Skyway ride would be replaced by the new WEDway People Mover, circulating through the interior of the pavilion on its route around Tomorrowland. Ford Motor Company debated the pros and cons of Disney’s proposal but, in the end, declined his offer.
Ironically, only the dinosaurs of the Magic Skyway ride survived “extinction,” taking up residence in the Primeval World diorama along the Disneyland Railroad in July 1966.
Donna R. Braden is Curator of Public Life at The Henry Ford.
Earlier this year in June, The Henry Ford acquired an original kiosk designed by Charles and Ray Eames for use in the IBM Pavilion at the 1964 New York World’s Fair. The kiosk, one of two known to survive, was designed to resemble a colorful tent-like structure, complete with pennants.
Constructed of iron, walnut and plastic laminate, it originally housed interactive exhibit elements that were part of a huge program created by the Eames office to explain the impact and uses of IBM’s computing technology. The kiosk was saved by the contractor who had been awarded the task of demolishing the pavilion at the fair’s end. Another example is known to have survived—used by the Eames Office to explore installation options but never used at the fair itself. It was acquired by Vitra in 2006.
The kiosk is currently with our conservation department being conserved and will be coming to the floor of Henry Ford Museum next year.
To get an idea of how the kiosks were used in the IBM Pavilion, take a look at this video from Eames Office. You'll miss it if you blink, but you can catch a very small glimpse of our kiosk at the 1:45 mark in the right corner of the video.
Make sure to check back to the blog and our Facebook page for kiosk updates.