A LETTER FROM LOS ANGELES.

Otago Daily Times, Issue 19373, 8 January 1925, Page 11

A LETTER FROM LOS ANGELES.

m BOOST OTJB EXHIBITIONS SUGGESTIONS BY AN EXDUNEDINTTK The following letter has just been received by ua from Mr L. H. F. Simpson, formerly of Dunedin: — I/OS ANGELES, Decomber 3. As a Dunedin boy who has lived abroad far a number of years, I am interested to see th/it. an exhibition, or, as they say bare in America., an exposition, is to, be held in my old homo town. Many a time I have rowed on Lake Logan and, the harboutr and clim'bed Mount Cargill, Signal Hill, and the old Logan’s Point Quarry Hill As an engineering cadet 1 was employed in tho offices of some of your loading engineers and also with tho Otago Harbour Board. Since leaving Dunedin I have been closely associated with exhibition andi publicity work, including tho Auckland Exhibition (New Zealand), the Panama Pacific Exhibiton at San Fraaojjbo, whore I was employed on the New Zealand Pavilion, a great many local exhibitions in Chicago, and last year on the designing staff of the Motion Picture and Monroe Doctrine Centennial in Los Angeles. Therefore, in writing a friendly letter of interest in ray old hom© town, 1 might say that my work has enabled me to gather many details and experiences that should bo of particular interest to you in connection with your forthcoming Exposition. , I enclose you a newspaper clipping that appeared in one of last Sunday’s Los Angeles papers, wherein it says that a World’s Industrial Exposition is to be held in "Wellington, N-S.W. , Either this is boos© new exhibition of which 1 have not heard, or you have had some terrible volcanic eruptions since I left the South Seas, or perhaps the visitor from Now Zealand who gave tho interview was carrying in his pocket some of the liquid treasure that is now prohibited in the States and which may have been tho cause of the American reporter getting his facts somewhat mixed. Without dwelling too much on tho subject of liquid treasure, a detail that may be of interest to your readers may bo worth relating. I was employed as one of tho designing draughtsmen on the construction of a palatial residence for ono of tho leading motion picture producers in BoverKr Hills, which is an exclusive residential suburb dose, to Los Angeles, where many of the motion picture stars live. In tno basement which was excavated halfway into the hill and adjoining a large circular billiard room, which, by tho way, commanded a magnificent view, was built a largo room with solid concrete walls 12in thick embedded in which were steel rods every six inches apart. This room was indicated on tho plans os tho treasure vault. The Sin heavy steel burglar-proof dbor of this vault opened directly into tho serving buffet or refreshment counter for . the billiard room. No doubt the treasure was exhibited and handed around for tho admiration of those admitted into the inner shrine. When we drew up the plans we did not indicate on the drawings whether the vault was to contain treasure of a solid or a liquid nature. No person was willing to commit themselves. However, to return to tho subject of the Exhibition. When I saw the notice in the paper of the Exhibition to be held in Wellington, N.S.W., I called at tho Los Angeles Cnamber of Commerce, but they hud kept no official record of the interview and could give me no information. However, after prompting them I obtained the information that an exposition was to bo held at “Done-a-din” with emphasis on the “done,” of which I was already familiar. Tho shipping companies will be your best advertisers and not the chambers of commerce, as far as publicity goes. Of course you will send information of tho Exhibition to these bodies fot the purpose of putting data on file for the inquiring and ambitious foreign trade merchant. The city of Los Angoles is a wonderful end remarkable place in many ways. Above all things they realise tho value of advertising, they have a good article and they certainly advertise it. It m safe _ to say that almost every city of about its size is jealous of it and its rapid growth, and fchere is a constant rivalry kept up at all times. Los Angeles is • a city of sunshine the year round, and never has snow or cold weather, of which fact they are very proud. Consequently whenever any of the eastern cities like Kansas City, Chicago, or Now York have a cold snap or a fall of snow tho newspapers hero print largo headlines about the blizzards back oast and of tho number of deaths duo to cold weather. This, of course, is to remind the people that Los Angeles is a good place to stay in and to magnify the severe winters they can expect if the return to live in tho East. Again, when a local epiaemio of fever occurred hero a few months ago in the Mexican quarters and caused about 30 deaths, me cities back East published largo headlines in their newspapers that tho people were dropping dead in the streets of bos Angoles and that everyone was going around wearing gas masks or words to convey the same impression, and that Los Angoles was a good place Jo stay away from. So you can understand that Los Angoles has a hard fight to keep her own •supremacy and spends much money in advertising her own city, and that under these conditions you can realise that her Chamber of Commerce is not going to waste much effort or time in boosting or advertising the little show at “Done-a-din.” I admire the optimistic and community spirit of tho people of thia city. They realise that every individual is directly bun oh ted by the general growth and prosperity , of tho city, consequently they ore all boosters for their homo town, in other words boosting is just self interest and self preservation. By inducing more people to come here those people are going to bring money with them, they are going to spond it in the city, they are going to need hotel accommodation,_ they are going to rent, buy, or otherwise own a home and spend money in the many different and peculiar ways that it has of disappearing. Then in turn tho newcomer gets a position or settles down or wants to sell his homo and soon realises that continued prosperity is dependent on the constant influx of more newcomers with more money, so he in turn joins the ranks of tho boosters and sells his house to the newcomer at a profit, and so the process goes on. What I would like to point out is that if your Exhibition is to be a huge success every citizen in Dunedin from the school children to the oldest resident mustturn into a Dunedin booster. They should realise that when they are boosting for the Exhibition or writing about it to their friends in other cities that the? .pro not working for the Board of Directors of the Exhibition, but for themselves, and that they will be tho ones to profit both directly and indirectly by the success of the show, 1 have been through exhibition perisGs, and I know how hard it is to raise toe enthusiasm of tho people to take advantage of tho occasion to boost their own interests. You will find it hard enough to got other cities in the colonies to 'boost your show let alone expecting that cities in foreign countries will advertise yon. There are u number of suggestions that I can make that should b© of great interest to you at this time. If you wish to cater to American tourists I should suggest that you advertise tho Exhibition in a certain number of tho more exclusive magazines which have a local circulation in California. There are hundreds of wealthy and retired people in the States who have come to live in California. They have the moans, tho time, and the desire to travel. Those people should bo reached by advertisement and told of the advantages of making the trip to tho South Sea Islands during the season of tho Exhibition and of tho beauties of the Southern Lakes and tho wonders and bono- • fits of Kotorua and its hot springs. Many people aro also hero for their health, and tho advantages of Kotorua and its springs would interest them. Tho agent of a shipping company fold mo to-day that they wore putting on a world’s cruise, to leave the end of tins month, and that they had already booked 100,000 dollars in passage money from residents of Los Angeles alone. Notices ot tho Exhibition should be sent, ami sent repeatedly, to overseas or British clubs both in America and Canada. These clubs have a way of losing and mislaying such information, bo I suggest a constant supply lie sent every mad. Tho pen anil ink illustration I saw at ono of the shipping offices to-day of two of tho principal buildings was a. joko. When you send out advertising matter be sure that it is the best and that, it is a credit to your city. Tho folder tho Exhibition authorities had sent out was a caricature, and showed what appeared to bo demented individuals walking around looking for a means of escape. An ordinary dunce hall or skating rink in this country would turn out bettor advertising literature, and particularly illustrations than the pen-and-ink scratches 1 saw to day illustrating your domed hall and courtway of the Exhibition. T he design of _ your buildings is good, but your advertising illustrations should do justice to your architect* and to your city

t eaggeei &ai coloured cirwlara b© placed in all the shipping offices, and that largo coloured posters ho distributed for 'window display. Tho South Seas has a groat fascination for everyone in tins country, and its romance and the native tribes to be seen should be one of the predominant features of your advertising. I realise the financial resources of the Exhibition are of course limited, but your biggest advertising asset is not to be bought with money. It can be obtained absolutely free, and I refer to tho raising of tho enthusiasm and the development of what is known as “the community spirit” among tho people of Dunedin itself. As I said before, your citizens will be tho ones to benefit by tho success of the Exhibition, therefore they arc tho ones who should also realise the necessity of a big effort on their own part In the way of enthusiasm for tho show’. Since living in America. I have noticed this community idea developed to a marked degree. The way the people of any district or community get behind and assist in any project or welfare idea certainly is on object lesson in united effort. It may be the raising of funds for an organ for the district school, or the formation of a community choir, raising of funds for charity purposes, or a campaign to increase tho members In their local Cliamber of Commerce. I suggest that you form a •‘Greater Committee,” and enrol every business man in the city as a member. Provide every member with coloured posters, say about 12in square, on which should be printed words to the effect that he is a member of tho greater committee. Those membership posters should be displayed in a prominent place in the store or shop, so that your own citizens may see that they are trading with a local booster for his own town. Each member can be given as many posters as ho wishes, so as to make a good display. The member should also be supplied with a small button to be worn In his coat. Keep the show constantly before your own citizens. Then every advertiser using space la your newspapers should refer to tho coming Exhibition at the bottom of his advertisement. The money derived from membership fees may also go towards the decoration of the mala streets and the approach to the railway station. Keep your main streets decorated during the entire season of the Exhibition; this Will add to tho gaiety and festive spirit of the citizens and visitors at all times. 1 remember during the last Auckland Exhibition that you could walk down tire main street and never know that there was an exhibition being held in tho city. Then you should form an organisation of resident members of the Exhibition, a small nominal fee to be made to cover the cost of posters to be distributed for members to display in the windows of their homes, Buttons should also be worn.

With regard to the Exhibition Itself, where every form of music and entertainment should bo provided, I would like to draw particular attention to" the catering facilities in tho way of meals, light lunches, and generally tho supply of eats and drinks. Tea rooms, lunch counters and refreshment stalls should bo small and scattered everywhere, throughout the Exhibition and amusement area, and not restricted to any one locality or the concession given to any one individual. You will have to depend to a> largo measure on. the repeated visits of your own citizens, both to swell your gate takings and also to provide the crowds, and if you don’t cater to their wants and spending ability your show will lack tho crowds and take on the appearance of tho deserted village. It may seem unnecessary Ip refer to such an obvious necessity os feeding tho crowds, but when I look back and remember that at the Auckland Exhibition it was impossible to purchase a stick of candy or a glass of water in tho whole of tho important amusement section of tho Exhibition. the very place abovo nil others where refreshment should bo available, and the crowds kept in a good mood, it seems almost incredible that those responsible should have allowed such a thing to exist. Tho reason for such a state of affairs vra» that the refreshment concession had boon sold to one party, who saw fit to maintain only- one elaborate dining room. 'iho crowds came and wont, and never came again. At American exhibitions and amusement parks the eating or refreshment facilities are one of tho most important and outstanding features. Tho promoters know that there is nothing more tiring than wandering around a series of exhibits. Their journey around should be aided with facilities for rest and refreshment, otherwise your crowd will get out of humour and your exhibitors will consequently suffer. At American shows you can buy candy, popcorn, sandwiches, cigars, oaid drinks at stalls’ which aro placed everywhere, and in addition free facilities aro provided for tho crowds in tho way of hot water, rough tables and forms so that families can upend tho afternoon at the show and have their men folk come directly from work and join them for tea, those people bring (heir own basket lunches, which many families must do if they aro to constantly visit tho show. This is a big advertised feature at tho Pageant of Progress exposition hold every year on tho Municipal Pier in Chicago. One of the big successes at tho BanainaPacifio Exposition was portable ovens where hot scones wore baked and sold in small oil paper bags. I would also suggest that your Exhibition promoters have thousands of coloured slickers printed and distributed free to all residents and business houses with requests to stick them on all outgoing mail. One page folders advertising the Exhibition should also be distributed free, and an effort made to insert ono in every letter leaving tho city. During, the late winter and early spring advertise ft “ Clean-up Week.” They have clean-up weeks m America which aro also boosted by tho school authorities, and tho children are requested to clean up thoir districts and backyards. Your florists and seed merchants should bo granted a “Planting Week,” when seeds should bo advertised and sold for planting in time to be sown to cover up many an unsightly fence, so that your city will look at its best during the Exposition season. Tho matter of dividing the pre-opening season of the Exhibition as well a.s the Exhibition season itself into specialised days or weeks should be taken up in earnest. At the Panama-Pacific Exposition the different States in the Union had different days set apart for them upon which occasion a special function, procession, or celebration wa* hold with particular reference to the subject of the day. For instance, on the Hawaiian Day, every visitor to the Hawaiian Exhibit was presented with a tin of pineapples and a wreath, although it wasn’t tho kind of wreath you would require after eating the pineappies. The only individual, however, in the country that was honoured by a day set apart for him was Henry Ford, but he refused to accept the honour unless the name of his friend Thomas Edison was coupled ■with that of his own, and so the day was celebrated as the Ford-Edison Hay, during which time Ford and Edison were honoured and personally visited Uie exposition I have not followed your local politics very closely since living abroad, but it might be quite possible to hold a festive day to lie known as the Massey-Ward Day, when they could stroll around arm in arm and view the exhibits much as Ford and Edison did over here. lam sure it would be a great success. The business of celebrating days and weeks has certainly reached a fine art here. They have all kinds of days, including a Mothers’ Hay and a Friendship Hay, occasions on which you are supposed to visit the florist or stationer and scud flowers or cards, and apart from the sentiment they are, of course, Jneidentaly both good Jor business. Thou they have a “Hotter Homes Wool;.” Whether you are supposed to move into a better home or clean up the old one I don’t know. At the particular time of this celebration X happened to be living in an apartment, so I didn’t inquire. But seriously it is an excellent method for sustaining public interest during an exposition period, and I would suggest that the outlying districts have days sot apart for them, upon which days either a cit)' or an industry bo brought into special prominence. Have an Auckland, a Wellington, and a Christchurch week or day as you desire. Publicity can be given to these cities, the spotlight turned on their particular exhibit, and their co-operation secured without detracting from the advantage of Dunedin itself. A Mosgiel "Week might be coupled with the wool and rugindustry, etc. Jf rugs were given away on an occasion of this kind I am sure you would have a stampede. The fruit industry could also be honoured, and during tho distribution of eats the banana chorus could he sung in unison. Prizes should be given to school children fur the best essay on “Why 1 should visit the Great Exhibition,” etc., and this should extend to tin, children of Australia as well as Few Zealand. During one season in Chicago the billboards of the cily displayed large posters 20t't in length and signed by the mayor of tho city with instructions to “P.o a Chicago Booster. Throw away your hammer and get a horn.” So that is exactly what every Dunedinito ntiould be, a booster for your forthcoming Exhibition, get a horn, a saxophone, or some ocher implement wherewith to make a noise about the big show you intend to have. This letter is not written with any intention of advising you to run tho Exposition on th<j Am or icao. plan ot in any way