“BOOST YOUR CITY”

Dominion, Volume 23, Issue 219, 12 June 1930, Page 6

“BOOST YOUR CITY”

Aids to Development AMERICA’S EXAMPLE Methocis adopted by various American cities to make them better known and encourage their development and progress were outlined by the American Trade Commissioner, Mr. Julian B. Foster, in an address he delivered yesterday at the inaugural luncheon of the 1930 session of the Wellington! Advertising Club. The president, Mr. Will Appleton, presided over a large attendance of members, which was a distinctly promising sign for the coming year. An attractive programme for luncheon addresses by representative business men about once a month has been arranged, while one of the alms of the club is the holding of an advertising exhibition later In the year. Civic Pride. At the outset Mr. Foster made It clear that he was not telling New Zealand how It should run Its cities, but simply complying with the request of the club and relating what steps the American cities took to make their municipalities hotter known. *ln America,” said Mr. Foster, “the individual citizen has come to regard his community as he would his business. He has learned to throw himself heart and soul into the development of a city, for he realises that as he Improves living conditions In his community a better type of Individuals from all over the country will be attracted. As a consequence his business Interests will be granted a greater outlet. There has been a great cry-out by American cities during the past 20 years to boost their organisation and boost their city—l do not meant boast, but to make your city such a place that you are proud of It and can advertise It to your neighbouring cities with great pride.” Progress of Los Angeles. Mr. Foster then explained the advances made by several American cities during the past few years. He mentioned that in 1910 there was considerable rivalry between his home city, Birmingham, Alabama, and Los Angeles, California, as to which town had made the most progress over the preceding ten years. They were the two outstanding cities from point of percentage of growth at that time. The population of Los Angeles In 1900 was only 20,000, that of Birmingham being 10,000. In 1910 Birmingham had grown to 160,000 and Los Angeles to 250,000. To-day, 20 years later, Los Angeles had a population of 1,500,000 people. Another’city in the Middle West, St Louis, the foremost city of the Mississippi Valley, and one of the oldest in the United States from an historical point of view, the speaker continued, began to realise about 20 years ago that It must keep pace with modern developments, with mqdern civic push, if it were to maintain its standing in the Middle West To-day, to visit St. Louis one finds that In ail the leading hotels there was a weekly publication issued by the Chamber of Commerce indicating what to see, where to go, and where to buy in St. Louis. The Chamber of Commerce maintained offices in the leading railway stations, extended an open hand to all visitors, and gladly furnished them with any information free of charge that was wanted about St. Louis. In addition they had a welcoming committee which was usually notified of the arrival of any prominent visitors. "Spirit of St. Lopfe.” It was mentioned by Mr. .Foster that the aeroplane that Colonel Lindbergh piloted across the Atlantic was in the museum at St. Louis. The name of the piano was the “Spirit of St Louis,” and it was financed entirely by St Louis business men and conceived and tested in that city before starting on . its famous pilgrimage. The museum also had all the trophies which Lindbergh received, not only in the United States, but from every part of the world. Referring to Columbus, Ohio, Mr. Foster said that that city was getting a name throughout the country as a spot where many conventions were held. “I often stop to wonder do citizens realise the value of conventions as advertisers?” added Mr. Foster. “The casual visitor to your city is not only a source of revenue but is a potential salesman for the community in which hs finds courtesy, hospitality and convenience. One of the greatest essentials, too, of a convention city is tfiat it must have modern hotels, must be favourably located from a geographical standpoint, be accessible by rail and water, and that when conventions are held hospitality must be extended on all sides. Columbus has all of these qualities.” “I think one of the finest things that ' can happen between cities located near to one another is a spirit approaching ' jealousy,” said Mr. Foster. “When you become jealous of a neighbouring town you are going to do everything in your power to keep your municipality in front of that .neighbour. You are going to ex- : tend yourselves even if it hurts for the moment to do so, but you realise that the spirit of municipal pride which you take in your home city will react favourably not only on you within a short while, but also on your descendants during generations to come. In your business you see daily what wonderful results have been achieved by different industries through progressive intelligent advertising. All industries to-day realise it is best to advertise. Cities must be taken in the light of individual industries for you are a shareholder in the growth and development of your community.”

Mr. J. M. A. Hott proposed a very hearty vote of thanks to Mr. Foster for his interesting address, which was carried amid applause;