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| Century of Progress Exposition of 1933 |
Few events better exemplified the continued appeal of commercial leisure activities and modern mass culture in Chicago during the 1930s than the much heralded and, given the economic difficulties of the Great Depression, remarkably well-attended Century of Progress Exposition. Held to commemorate the one-hundredth anniversary of the city's incorporation and the fortieth anniversary of Chicago's first world's fair, the Century of Progress Exposition ran from May until November of 1933.
The exposition was officially billed as a celebratory tribute to the growth of science and industry during the previous one hundred years. The sprawling Hall of Science dominated the central section of the fairgrounds. Inside the hall, exhibits paid homage to recent breakthroughs in science and technology. One explained the process by which petroleum was refined into gasoline. Another delved into the realm of atomic physics by examining the behavior of cathode rays in vacuum tubes. The Electrical Building bedazzled visitors with colorful demonstrations on neon gas lighting, while the Travel and Transport Building explained recent innovations in the automobile and aviation industries. The main purpose behind these exhibits was to educate the public as to the benefits of scientific research and technological discovery. "Science, to many of us," one guidebook reminded visitors, "has been only a symbol of something mysterious, difficult, intricate, removed from man's accustomed ways. So few of us realize that in virtually everything that we do we enjoy a gift of science."
For most Chicagoans, however, the Century of Progress Exposition was not so much about the past achievements of science as it was about rekindling hope for a more pleasurable, more prosperous future. Even before the onset of the Depression, Chicago business leaders viewed the fair as a way to promote their products to a national audience and stimulate the local tourism industry. With the economic downturn, the Exposition came to be seen by both local business leaders and unemployed workers as a much needed economic stimulus. During the fair's opening ceremonies in May 1933, Illinois Governor Henry Horner predicted that the Exposition would help turn the city's economy around. "This Century of Progress exposition," he proclaimed, "shall become in the future a marker of the world's victory over the disastrous economic disarrangement of modern times." Such predictions were, of course, overly optimistic given the global scope of the Depression and its severe impact upon hundreds of thousands of Chicagoans. Still, in important ways, the Century of Progress Exposition sustained visitors' hope for a swift recovery and, more significantly, their belief in the ultimate attainability of a life of leisure.
A veritable wonderland of commercial leisure venues, the Exposition entertained fairgoers by partially gratifying their as yet unfulfilled dreams for a more carefree way of life. Attractions like the fun-filled Midway, the double-decked Dance Ship, the risque Streets of Paris peep shows, the lakeside bathing beach, the lively Pabst Blue Ribbon Casino, and the hugely popular, twin-towered Skyride allowed cash-strapped Chicagoans and out-of-town visitors the opportunity to indulge in a broad variety of urban pleasures despite the economic limitations imposed by the Depression. At the same time, the Exposition's luxurious consumer product displays aimed to reignite popular faith in the prospect of a more properous, abundant future. Exhibits by Kraft, H.J. Heinz, Pharma-Craft, Phoenix Hosiery, Chrysler, General Motors, and scores of other American manufacturers not only touted the merits of their products, but also linked their products to the social aspirations and future dreams of fairgoers.
Many Chicagoans came away from the Century of Progress Exposition more convinced than ever before of the regenerative capacities of commercial leisure activities in the modern age. Although joblessness and declining personal incomes remained major concerns for many of the city's residents, the fair's affordable amusements and lavish consumer product displays kept alive the promise of better days ahead. Indeed, for many Chicagoans, the Exposition came to represent a working model for a new urban economy in which commercial leisure and mass consumption—as opposed to heavy industry or small-scale manufacturing—served as the basis for economic growth. Observers remarked positively upon the thousands of out-of-town visitors who streamed into the city to attend the fair, bringing with them millions of dollars in spending money. Concession owners reported gross sales for the six-month run of the fair at over $23.9 million. Meanwhile, Loop business owners, at first dubious about the fair's capacity to boost their sales, saw foot traffic and purchases increase substantially as attendance at the fair picked up. Hotels, restaurants, night clubs, movie theaters, and department stores all reported increased sales during the summer of 1933 as compared to the same periods in 1931 or 1932.
In the end, a total of 22.3 million persons visited the 1933 fair. As the scheduled October 31st closure of the fair approached, many Chicagoans clamored for its continuation. President Franklin Roosevelt, Chicago Mayor Edward Kelly, and Illinois Governor Henry Horner likewise expressed a desire to see the fair reopen in 1934. Some in the local business community even suggested making the fair, or some scaled-down version of it, a permanent fixture on the city's lakefront. Responding to these appeals, event organizers authorized a two-week "encore" that kept the fair open until mid-November, and then arranged with business and political leaders to reopen the fair for one additional season in 1934.
Aerial View of the Century of Progress Exposition, Chicago, Illinois, 1933
Selected Newspaper Articles
Planning and Preparations
"Babylon of Tall Towers Springs Up Overnight to Make World's Fair,"
Chicago Daily News, 6 May 1933
"Policewomen to Be On Duty at World Fair," Chicago Daily News,
13 May 1933
"Keeping Expo Poor Man's Carnival," Variety, 16 May 1933
"Mrs. Roosevelt Besought to Open World's Fair," Chicago Daily
News, 17 May 1933
"Fair Grounds Busy Hive of Day and Night Work with 192 Hours to Go,"
Chicago Daily News, 19 May 1933
"'No Help Needed' Sign Hung Up at World Fair; Jobs Office Is Closed,"
Chicago Daily News, 19 May 1933
Opening Week, May 1933
"Fair to Open Tomorrow in Parade and Oratory," Chicago Daily
News, 26 May 1933
"Crowd Jams Fair Opening," Chicago Daily News, 27 May 1933
"Fair Tightens World's Amity, Asserts Mayor," Chicago Daily News,
27 May 1933
The Spectacle of the Fair
"Science Puts On a Popular Show at the Fair and Thus Wins Attention of Crowds," Chicago Daily News, 20 May 1933
"'A Rhapsody in Colors' Is Phrase of Engineer for Lighting Effects at Fair," Chicago Daily News, 22 May 1933
"Midway Seen as World's Greatest Show," Chicago Daily News, 27 May 1933
"Sky Ride Whets Curiosity of Out-of-Town Fair Visitors," Chicago Daily News, 17 July 1933
"750,000 Attend Hall of Religion," Chicago Daily News, 29 July 1933
National Celebrations and Special Events at the Fair
"Chinese Pavilion at Fair to Be Thrown Open Today," Chicago Daily News, 5 June 1933
"Swedish Day Big Spectacle at World's Fair," Chicago Daily News, 19 May 1933
"Jewish 'Romance of a People' Kindles Thrill of Faith in 150,000 Spectators," Chicago Daily News, 5 July 1933
"Long-Planned Pageant, Climax of Polish Week, Brings Big Crowd to Fair,"Chicago Daily News, 22 July 1933
"City to Observe 100th Birthday With Gala Fete,"Chicago Daily News, 9 August 1933
"Negro Group Is Celebrating Its 25th Year,"Chicago Daily News, 10 August 1933
Experiences of Fairgoers
"Boy's Hitch-Hike to See Fair Won't Be in Vain," Chicago Daily News, 2 June 1933
"A New Englander at the Fair," letter to the editor, Chicago Tribune, 2 July 1933
"Visitors to Fair Praise Chicago Streets—and People," Chicago Daily News, 17 June 1933
"Comments of a Visitor," letter to the editor, Chicago Tribune, 22 July 1933
"Our People at the Fair," letter to the editor, Chicago Defender, 29 July 1933
Local Economic Impact of the Fair
"10,000 Visitors Invading City for Conventions," Chicago Daily News, 5 June 1933
"Visiting Crowds Give Business a Fresh Spurt," Chicago Daily News, 26 June 1933
"Army of Buyers Storms Stores in State Street," Chicago Daily News, 14 July 1933
"Fair Brings Prosperity to City's Theaters and Cafes," Chicago Daily News, 15 July 1933
"Record Crowds Pour Into City as Week Opens," Chicago Daily News, 7 August 1933
Fair Controveries
"Deny Official Status to Nazi Fair Envoy," Chicago Daily Times, 26 May 1933
"World's Fair Cafe Sued for Jim Crowing Couple," Chicago Defender, 27 May 1933
"Hideaway Luncheon for Hitler Envoy to Chi," Variety, 6 June 1933
"Adobe House at Fair Welcomes You, But Desires Your Name," Chicago Defender, 24 June 1933
"Issue Warrant for Jim Crow at Fair," Chicago Defender, 15 July 1933
"Fair Officials Clamp Ban on 'Scanty' Shows," Chicago Daily News, 20 July 1933
"Lose 2d Fight to Raise Nazi Banner at Fair," Chicago Tribune, 29 July 1933
"The Entertainment Point of View," letter to the editor, Chicago Tribune, 5 August 1933
"Roller Chair Refused to Aged Woman at World's Fair," Chicago Defender, 19 August 1933
Closing Events, October-November 1933
"Mrs. Roosevelt Smile Conquers Throng at Fair," Chicago Daily Times, 31 October 1933
"Curtain Drops on America's Greatest Show," Chicago Daily Times, 13 November 1933
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Internet Resources
A Century of Progress: The 1933-34 World's Fair [Univ. of Chicago Library]
History of the
Century of Progress World's Fair [Univ. of Minnesota College
of Architecture and Landscape Architecture]
History
of the Century of Progress World's Fair [Chicago Historical
Society]
History
of the Century of Progress World's Fair [Dustin Kidd]
Postcard
Images of the Century of Progress World's Fair
Excerpts from
Official Guide Book of the Century of Progress World's
Fair
Photograph:
Century of Progress exhibition buildings under construction, aerial view, 1933 [Library of Congress]
Photograph:
Century of Progress exhibition buildings under construction, aerial view, 1933 [Library of Congress]
Photograph:
Century of Progress exhibition buildings under construction, aerial view, 1933 [Library of Congress]
Photograph:
Century of Progress exhibition buildings under construction, aerial view, 1933 [Library of Congress]
Photograph:
"Panorama of A Century of Progress Exposition, Chicago, 1933" [Library of Congress]
Photograph:
"Panorama of the Century of Progress Exposition, Chicago, Ill., 1933" [Library of Congress]
Photograph:
"Federal Building at the Century of Progress World's Fair," 1933 [Library of Congress]
Photograph:
"Hall of States building at the Century of Progress World's Fair,"March 1933 [Library of Congress]
Motion Picture:
"Century of Progress: Wings of a Century," 1933 [Prelinger Archives]
Motion Picture:
"Amateur Film: Chicago World's Fair," 1933 [Prelinger Archives]
Suggested Books
· John E. Findling, Chicago's Great World's Fairs (Manchester, U.K.: Manchester Univ. Press, 1994).
· Lenox R. Lohr, Fair Management: The Story of a Century of Progress (Chicago: Cuneo Press, 1952).
· Robert W. Rydell, World of Fairs : The Century-of-Progress Expositions (Chicago, Univ. of Chicago Press, 1993.
· Samantha Gleisten, Chicago's 1933-34 World's Fair: A Century of Progress, Postcard History Series (Chicago: Arcadia Publishing, 2002).
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Illustration: "Panorama of A Century of Progress Exposition, Chicago, 1933," photograph, 1933, Panoramic Photographs Collection, Library of Congress, Washington, D.C., cph-3c26465, cropped.
Sources: John E. Findling, Chicago's Great World's Fairs (Manchester, U.K.: Manchester Univ. Press, 1994), 43-131; Lenox R. Lohr, Fair Management: The Story of a Century of Progress (Chicago: Cuneo Press, 1952), 47, 168-169, 172-173, 175-179; A Century of Progress, Official Guide Book of the Fair (Chicago: A Century of Progress, 1933), 11, 30-40, 45-48, 51-55, 67-72, 114-123, 130-132, 148-170. Chicago Daily News, 27 May 1933, 5; Chicago Daily Times, 29 May 1933, 1, 4; Chicago Tribune, 19 Dec 1933, 11; Variety, 2 January 1934, 127; 12 September 1933, 1, 63.
Page authored: 30 December 2005
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