• TABLE OF CONTENTS
HIDE
 Copyright
 Front Cover
 Current highlights
 Table of Contents
 Roger Wade Sherman, A.I.A....
 Message from the president
 Key Biscayne Presbyterian...
 It is well to know
 The philosophy of structures
 Standards for landscape plants
 News and notes
 Design for better business
 Advertisers' index
 Editorial reprint
 Back Cover






Title: Florida architect
ALL VOLUMES CITATION THUMBNAILS PAGE IMAGE ZOOMABLE
Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00073793/00109
 Material Information
Title: Florida architect
Series Title: Florida architect
Physical Description: v. : ill. ; 30 cm.
Language: English
Creator: American Institute of Architects -- Florida Association
Florida Association of Architects
Publisher: Florida Association of the American Institute of Architects.
Place of Publication: Tallahassee Fla
Publication Date: July 1963
Frequency: quarterly
regular
 Subjects
Subject: Architecture -- Periodicals -- Florida   ( lcsh )
Genre: periodical   ( marcgt )
 Notes
Dates or Sequential Designation: Vol. 4, no. 3 (July 1954)-
Dates or Sequential Designation: Ceased in 1996.
Issuing Body: Official journal of the Florida Association of the American Institute of Architects.
Issuing Body: Issued by: Florida Association of Architects of the American Institute of Architects, 1954- ; Florida Association of the American Institute of Architects, <1980->.
 Record Information
Bibliographic ID: UF00073793
Volume ID: VID00109
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 06827129
lccn - sn 80002445
issn - 0015-3907
 Related Items
Preceded by: Bulletin (Florida Association of Architects)
Succeeded by: Florida/Caribbean architect

Table of Contents
    Copyright
        Copyright
    Front Cover
        Front Cover 1
    Current highlights
        Front Cover 2
        Page 1
    Table of Contents
        Page 2
    Roger Wade Sherman, A.I.A. (1900-1963)
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
    Message from the president
        Page 9
    Key Biscayne Presbyterian Church
        Page 10
        Page 11
        Page 12
        Page 13
        Page 14
        Page 15
    It is well to know
        Page 16
    The philosophy of structures
        Page 17
        Page 18
    Standards for landscape plants
        Page 19
        Page 20
        Page 21
    News and notes
        Page 22
    Design for better business
        Page 23
        Page 24
        Page 25
        Page 26
    Advertisers' index
        Page 27
    Editorial reprint
        Page 28
    Back Cover
        Page 29
        Page 30
Full Text

W A A Flo


This- publication- is. copyrighted. by- the- Florida.
Association. of. the. American. Institute. of-
Architects- and- is- an- official- journal- of- the-
Association.

Limited permission to. digitize- and make this- electronic-
version available- has- been- granted- by the. Association-
to- the- University- of- Florida- on- behalf- of- the- State-
University- System* of F lorida.

Use- of- this- version- is- restricted- by. United- States-
Copyright- legislation- and- its- fair use- provisions.- Other-
uses- may- be- a vi olati on -of- copyright- protect ons.

Requests- for- permissions- should- be- directed to- the-
Florida- Association- of. the. American- Institute. of-
Architects.- Contact- information- is- available- at- the-
Association' sweb site.






















t~ t I Ff f. It I'l






Current Highlights...

* SUBSTANTIAL INVENTORY BUILD-UP IS LIKELY THIS FALL in the view of some business
analysis. They think it could be one of the biggest expansions of recent years.
This doesn't ignore the fact that some of the accumulation in steel is a strike
hedge which is bound to wash out. But these economists feel that there is a desire
to increase stocks both of materials and finished goods in almost every industry.
The net additions to inventory may be large in the fourth quarter even if steel-
users are letting holdings run down.
Why this optimism about inventory-building? Three reasons:
.. Consumption of goods is running at a high rate, as all the retail trade
figures show. So more goods must be kept on dealers' shelves to be able
to meet the increased demand.
... Optimism about the future leads many businessmen to want to be
prepared for further sales increases still to come.
... Excessive liquidation of inventories during sluggish 1962 some of
it induced by close computer control is going to be remedied by many
businessmen, who haven't been happy operating with relatively small
supplies of goods on hand.
. Business investment in inventories like that in plant and equip-
ment brings a powerful stimulus to the economy. It leads to solid gains
in employment, production, incomes, and profits. It is a vital ingredient
for any business upsurge.
* THE FORCES BEHIND THE BUSINESS RISE KEEP CHANGING as new government statis-
tics clearly show. A look at these shifts recent ones and some of those that
seem to lie ahead gives some insight as to the course that the current improve-
ment in the economy will be taking as 1963 rolls along.
... Last fall, consumer spending was what got the economy off dead-
center especially spending for autos and services.
... This winter, the rise in consumer outlays slowed down but federal
spending spurted. And businessmen began to order steel in near-record
volume as a hedge against a strike.
... During the summer, the rise in government spending will abate. But
outlays for new plants will star to swell. In addition, that inventory build-
up noted above will help make the fourth quarter the best period in
several years.
. Next year, tax cuts can give the upturn a new lease on life and stim-
ulate business and consumer spending to new gains. In other words,
continue prosperity into 1964 -but no boom.
* THE U. S. ECONOMY IS GROWING AT A MORE RAPID RATE than is generally realized
and has been doing so for more than a year now. Indeed, the gains in total
output have approached the targets set by the President's economic advisers. Be-
cause of increased productivity, however, the improvement has not made any
appreciable dent in unemployment. Economists are still pushing for new stimul-
ation because they can't be sure how long the trend will last.
... In the immediate post-war period to 1955-- total output rose 4.9 %
a year, after deflating for price changes. Between '55 and '60, the rate
slumped to 2.4%o. Since 1960, growth has averaged 4.2%/. But last year
alone the growth rate was even higher--5.4%. And for 1963, the rate
could match 1962.
* CORPORATE PROFITS ARE HEADING TOWARD A VERY HEALTHY GAIN thip year,
say government economists. They are looking for something like $55 billion, 7%
or so above 1962's record $51 billion. The increases will show up in just about
every line and will flow from larger sales, success in cutting costs, higher pro-
ductivity, and... in some cases... slightly higher prices. (Continued on Page 4)








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JULY, 1963








74e




Florida Architect
OFFICIAL JOURNAL OF THE FLORIDA ASSOCIATION OF ARCHITECTS



In 7 Iis Iasse ---

Current Highlights . . . .
Roger Wade Sherman, A.I.A. 1900 1963
By H. Samuel Kruse, F.A.I.A.
Message from the President . . .
By Roy M. Pooley, Jr.
Key Biscayne Presbyterian Church .
By Joseph N. Smith, A.I.A.
It Is Well To Know .........
By Archie G. Parish, F.A.I.A.
The Philosophy of Structures . .
By Edward van Amerongen, AI.A.
Standards for Landscape Plants . .
By H. L. Jones
Design for Better Business . .
By Max O. Urban, A.I.A.
News and Notes
Design Excellence ........
University of Florida . . .
C. E. Duncan Named . . .
Advertiser's Index .........
Editorial Reprint .........
FAA OFFICERS- 1963
Roy M. Pooley, Jr., President, 233 E. Bay St., Jacksonville
William F. Bigoney, Jr., First V.-Pres., 2520 E. Las Olas Blvd., Ft. Lauderdale
William T. Arnett, Second V.-President, University of Florida, Gainesville
Richard B. Rogers, Third V.-President, 511 N. Mills St., Orlando
Jefferson N. Powell, Secretary, 361 S. County Road, Palm Beach
James Deen, Treasurer, 7500 Red Road, South Miami

DIRECTORS
BROWARD COUNTY: Robert E. Hansen, Robert G. Jahelka; DAYTONA
BEACH: Francis R. Walton, Carl Gerken; FLORIDA CENTRAL: A. Wynn
Howell, Richard E. Jessen, Frank F. Smith, Jr.; FLORIDA NORTH: James T.
Lendrum, Lester N. May; FLORIDA NORTH CENTRAL: Forrest R. Coxen;
FLORIDA NORTHWEST: Barnard W. Hartman, Jr.; FLORIDA SOUTH: C.
Robert Abele, John O. Grimshaw, Herbert R. Savage; JACKSONVILLE: John
R. Graveley, Walter B. Schultz, A. Robert Broadfoot, Jr.; MID-FLORIDA: Fred
G. Owles, Jr., Donald O. Phelps; PALM BEACH: Donald Edge, Harold A. Obst,
Hilliard T. Smith, Jr.
Director, Florida Region, AIA
Robert H. Levison, 425 S. Garden Ave., Clearwater
Executive Secretary, FAA
Verna Shaub Sherman, Douglas Entrance Bldg., Coral Gables, Fla.

PUBLICATIONS COMMITTEE
H. Samuel Kruse, FAIA, Chairman; Wm. T. Arnett, Fred W. Bucky, Jr.,
B. W. Hartman Jr., Dana B. Johannes.


2nd. Cover and


page 4
. 3


. 9

. 10

. 16

. 17

. 19

. 23


. 20
. 22
. 24
. 27
. 28

THE FLORIDA ARCHITECT, Official Journal of
the Florida Association of Architects of the
American Institute of Architects, is owned by
the Florida Association of Architects, Inc., a
Florida Corporation not for profit, and is pub-
lished monthly, at 7225 S. W. 82nd Ct.,
Miami 43, Florida; telephone MOhawk 5-5032.
Editorial contributions, including plans and
photographs of architects' work, are welcomed
but publication cannot be guaranteed. Opinions
expressed by contributors are not necessarily
those of the Editor or the Florida Association
of Architects. Editorial material may be freely
reprinted by other official AIA publications,
provided full credit is given to the author
and to The FLORIDA ARCHITECT for prior use.
S. Advertisements of products, materials and
services adaptable for use in Florida are wel-
come, but mention of names or use of illus-
trations, of such materials and products in
either editorial or advertising columns does not
constitute endorsement by the Florida Associ-
ation of Architects. Advertising material must
conform to standards of this publication; and
the right is reserved to reject such material be-
cause of arrangement, copy or illustrations.
.Controlled circulation postage paid at
Miami, Florida. Single copies, 50 cents; sub-
scription, $5.00 per year; January Roster Issue,
$2.00 ... Printed by McMurray Printers.

THIS ISSUE . .
VERNA SHAUB SHERMAN
Acting Editor
H. P. ARRINGTON
Acting Advertising and
Business Manager


VOLUME 13 963

NUMBER 7 196
THE FLORIDA ARCHITECT

















Roger Wade Sherman


1900


- 1963


Editor-Publisher THE FLORIDA ARCHITECT


On Wednesday, June 12, 1963 at 11:15 A. M. Roger
W. Sherman left his bed at home to return to his Maker
for a new venture, mysterious and uncomprehensible to us
he left here on earth.
On a cold November day in Longmeadow, Massachu-
setts near the close of the first year of the New Century
Roger Sherman was born, a direct descendent of the great
General William Tecumseh Sherman. His boyhood was
spent in an atmosphere of tolerance steeped in the tradi-
tional attitude of the region of responsible leadership in
service for mankind.
Roger studied architecture at the University of Michi-
gan where he became a member of the architectural pro-
fessional fraternity, Alpha Rho Chi. After graduation he
served an apprenticeship with the Detroit firm of Smith,
Hinchman and Grylls, Architects and Engineers, after
which he became a designer in 1925 for Miami architect
John N. Bullen, since deceased.
Following study in business administration at the Uni-
versity of Pennsylvania and Harvard, Roger turned his
talents toward the reporting and public relations aspects
of the architectural profession. He was a life-long friend
of R. Buckminster Fuller, and contributed to his book
Nine Chains to The Moon and the quarterly publication
Shelter. He joined the editorial staffs of Architectural
Forum and Architectural Record, becoming editor of the
Record. In 1941 he was accepted to membership in the
New York Chapter of the American Institute of Archi-
tects which membership he maintained to his death.
Returning to Philadelphia Mr. Sherman edited Phila-
delphia Magazine, became active in the Pen and Pencil
Club and was a Vice President in the Public Relations
firm of Biddle, Earle, Schneidman.
Reoriented to Florida, Roger was named to the editor-
ship of the nationally distributed magazine Florida Speaks
and later developed and edited the Florida Living for the


Miami Daily News; which won high acclaim and recogni-
tion of his talents by the architects of Florida and from
which he became closely identified and associated with the
Florida Association of Architects.
Roger became editor of the brochure type publication
the Bulletin with a circulation of a few hundred in March
1954. By July of the same year the first issue of THE
FLORIDA ARCHITECT had been developed by him. It
was from the very first issue, a first class, professional pub-
lication, the pride of the Florida Architects and the envy
of other regional publications.
In January 1956 Roger became the first full time
Executive Secretary for the Florida Association of Archi-
tects and from 1957 until 1960 he served as its Executive
Director. He organized the FAA's first administrative
office and instituted many of the sound procedures in
effect today. His acts were always mindful of the archi-
tects' high purpose and responsibility to the community,
legislative necessities and educational obligations.
Mr. Sherman is survived by a Sister, Mrs. Henry Kaps
of Longmeadow, Massachusetts; three Sons, Roger W. Jr.,
of Bermuda, Capt. William G. stationed in Formosa and
Owen B. of Longmont, Colorado; a daughter, Mrs. Henry
Finney of Berkley, California; and four grandchildren.
Although a man small in stature, sporting a small
mustache, there was nothing small about Roger, as those
with whom he worked can attest. Concerning many issues
he stood with the giants and, if there were no giants, he
was not afraid to stand alone. He was a gifted editor, a
writer of lucid prose, forceful in the advancement of archi-
tecture both in Florida and the Nation, strong in support
of measures for the common good, and valiant to the
cause of Florida architects.
We laude his earthly accomplishments and revere our
memories of him, but we shall miss Roger.
H. Samuel Krus6, F.A.I.A


JULY, 1963 3






Current Highlights . (Continued from second cover)

... Actually, the profits showing will be better than the figures indicate.
For one thing, industry is absorbing a $1 billion jump in social security
payroll taxes. And it is incurring increased depreciation charges under
the Treasury's new rules; this, of course, lifts costs and reduces reported
profits.
* STOCKHOLDERS ARE IN FOR SOME SOLID INCREASES IN DIVIDENDS in 1963- a by-
product of the business and the profits rises. Dividends, in fact, will go up faster
than profits as companies disburse a greater percentage of net than in 1962 -
returning to higher pay-out rates of some past years.
... Profits after taxes will do a bit better than pre-tax net say, 8 %
or 9% aided by the investment tax credits voted in 1962. But div-
idends paid could go up even more as much as 13 %. Corporations
can be expected to be generous this year, responding to the better cli-
mate, and paying out 64% or 65% of after-tax profits, instead of the
60% of the past year.
* NO INCREASE IN THE MARGINS REQUIRED IN BUYING STOCK is likely in the near
future barring a big burst of speculation of course. Customer credit in the
market is at an all-time record-$6 billion. Back in 1958 -the last time mar-
gins were raised- the toal was only $4.4 billion. But conditions are different
now. And the present 50% requirement is expected to hold for some months
-through the summer and possibly the fall and even beyond.
. Current credit volume isn't so high when you figure the fact that total
value of stock has been swelled by new listings and higher market
prices. What's more, there's no compelling need for a psychological
warning to investors. There is no evidence of rampant speculation; the
"public" is not back in.
* EUROPE IS GOING THROUGH A STIFF BOUT OF INFLATION at this time -a devel-
opment that is bound to have a considerable impact on U. S. business. The
trouble on the Continent derives from union demands for higher wages. Labor
leaders claim that they held off during the recovery period to permit industry
to plow back earnings and, thus, to rebuild shattered economies. But now that
prosperity is back, labor demands a bigger piece of the pie.
... As a result, Europe is going through the kind of price jumps that
the U. S. experienced earlier in the post-war period. European wage
rates are rising by an estimated 10% a year, much more than produc-
tivity. By contrast, rates in the U. S. are rising only about 3% -more
in line with productivity.
. One result of all these divergent trends is an improving competitive
position for U. S. exports in world markets. It is expected to become
more evident as time goes on. This, in turn, will help wipe out the
balance of payments deficit.
* POLITICKING FOR 1964 HAS BEGUN IN WASHINGTON, far ahead of schedule. You
see this in the way both parties have started to develop the issues . in the
way the GOP is groping for a candidate . in the fund-raising drives. Party
leaders are acting as if the voting is only four or five months off not 16.
Their jockeying will affect bills Congress finally votes this year.
... Republicans are mainly responsible for this early activity. They have
to push anyway since as outs they face an uphill fight. But today
they also have the problem of unifying a party split on conservative-
liberal lines . like Democrats.
... Democrats are stirring, too, spurred by GOP activity. They think Ken-
nedy will be re-elected as incumbents usually are. And they feel they
can keep control of the House and Senate. But they don't want the GOP
to get off to a big head start.
THE FLORIDA ARCHITECT














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THE FLORIDA ARCHITECT
THE FLORIDA ARCHITECT







MWessage rom 7The 4 A Pre4ideta...


Professional Challenge


. 0 0


By ROY M. POOLEY, JR.
President
Florida Association of Architects


On June first a ground-breaking
ceremony was conducted at Gaines-
ville, symbolizing the beginning of
construction of a fine new building
to house the College of Architecture
and Fine Arts at the University of
Florida. To those officials, faculty
members and innumerable interested
professionals, it was indeed a day of
immense satisfaction -the success-
ful culmination of many years of con-
tinuing effort.
On that Occasion I predicted the
need for between 3000 to 3500 new
resident architects in Florida during
the next twelve to fifteen years. This
would represent an approximately
400 % increase in the profession with-
in a short decade and a half- and
astounding as it may seem, it would
not be too surprising if the need ac-
tually proves to be greater than pre-
dicted! The growth and economic
factors which point to the conclusion
are of enormous importance to Flo-
rida and demand the most serious
consideration of our business, political,
educational and professional leaders.
First, there is the matter of growth.
Our population of 5.6 million is ex-
pected to reach the vicinity of 8 mil-
lion by 1970, and at least 15 million
by the turn of the century. Histori-
cally, we have not dared rely on our
most optimistic estimates from re-
sponsible sources, and they have in-
variably proven to be overly conserva-
tive. Even if we.believe fervently in
Florida's future, and freely quote the
latest figures on expected growth, it
JULY, 1963


is virtually impossible to relate the
statistics to their impact on our com-
munities. Perhaps it will help to com-
prehend the enormity of the work
before us to think in terms of build-
ing new cities for our 10 million new
citizens during the next 37 years. This
will require all the residences,
churches, schools, office buildings,
factories, warehouses, stores every
type of building, bridge, highway and
municipal facility necessary to dupli-
cate the City of Jacksonville twenty
times -or the Tampa trading area
(Tampa, Sarasota, St. Petersburg,
Bradenton, Clearwater, Lakeland,
etc.) about nine times.
Obviously, much of our new growth
will be centered around already estab-
lished metropolitan centers, but the
current space age boom on Florida's
central east coast is an example of
what can happen in a substantially
rural area. The beauty of the pan-
handle gulf coast is being discovered
by more and more people every day,
and we will soon begin to see tangible
effects on the inland areas of the
state with the opening of new high-
way systems. The opportunities for
every area of Florida are limited only
by the imagination and courage of our
citizens.
Then, there is the matter of our
existing cities. Without benefit of
factual surveys, it is my impression
that within the next twenty years,
three of every four presently existing
buildings will have deteriorated to a
point that good economy or good con-


science will demand their replace-
ment. Before agreeing or disagreeing
with this observation, I suggest you
take an open-eyed tour of the less
familiar streets of your own town--
the results may be startling.
As we grow and rebuild, mistakes
of the past will demand greatly ac-
celerated activities by planning and
building and zoning code authorities.
Banks, mortgage companies, savings
and loan associations, and other heavy
investors in Florida buildings are feel-
ing more keenly the need for profes-
sional competence in the design and
execution of many types of buildings
now in their portfolios. These are in-
tensly demanding responsibilities
which can only be effectively met by
seasoned architects, or seasoned busi-
ness men with architectural and en-
gineering education.
In the pattern of the past, industry
has been notably reluctant to assume
any major responsibility for commun-
ity aesthetics. Fortunately the current
trend of industry, although often in a
rather foundering fashion, does reflect
a recognition of the economic advan-
tages, if not the civic responsibility;
of comfortable, attractive, well de-
signed structures. To the experienced
industrialist, the "package deal" is
losing luster and more and more
often, competent, knowledgeable ar-
chitects are proving their worth by
producing well planned, economical
structures that also pay off to indus-
try and community by projecting a
(Continued on Page 24)











Is

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THE FLORIDA ARCHITECT







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Photographer


COMPANY


The concept of this church was arrived at with the help and under-
standing of the building committee and pastor who desired above all
to express their beliefs in their new building. The words of the minister
to the architect, "in this church the Word of God is central to everything
else." "We believe in the priesthood of all believers," were felt by the
committee to be expressive of this church's theology. Their physical
needs were typical of those in a seasonal area: small year-round congre-
gation expanded in winter and further increased for religious holidays.
The result is a high central Sanctuary ringed on three sides by
Sunday School rooms which open to the ambulatory to accommodate
overflow seating and open to each other to provide space for church
functions. Church offices occupy the fourth side. Corners are devoted
to non-typical spaces and service junctions; nursery, robing rooms,
kitchen, mechanical rooms and lavatories.
The handling of the Sanctuary places the Lord's Table at the center
with the pulpit immediately behind. The congregation sits on three
sides, the fourth (behind the minister) is used for the choir. Thus
(Continued on Page 13)


JULY, 1963




















I I I I f #
I I I I

I I r I
I III

































JOSEPH N. SMITH, A.I.A., has been a corporate member of the Florida South
Chapter, American Institute of Architects, since 1958. He was born in Jack-
sonville and has been a resident of the State throughout his lifetime.

Mr. Smith received his Bachelor of Architecture from Georgia Institute of
Technology and was recipient of the Alpha Rho Chi Medal in 1949. He has
been visiting lecturer at the University of Florida and Georgia Institute of
Technology.
Prior to opening his own office in Miami he was affiliated with the late Robert
Law Weed, F.A.I.A., and the firm of Watson & Deutschman.
JOSEPH N. SMITH, A.I.A., has been a corporate member of the Florida South
Chapter, American Institute of Architects, since 1958. He was born in Jack-
sonville and has been a resident of the State throughout his lifetime.

Mr. Smith received his Bachelor of Architecture from Georgia Institute of
Technology and was recipient of the Alpha Rho Chi Medal in 1949. He has
been visiting lecturer at the University of Florida and Georgia Institute of
Technology.

Prior to opening his own office in Miami he was affiliated with the late Robert
Law Weed, F.A.I.A., and the firm of Watson & Deutschman.


THE FLORIDA ARCHITECT


FLOOR PLAN








(Continued from Page 11)
the farthest of the 300 seats is but 40
feet from the minister. This is the
pattern followed by the early Scotch
Presbyterian Kirks and the meeting
houses of the 18th Century, a far cry
from the chancel-nave concept
which appeared in the Gothic Revival
of the last century, and is too often
followed in fundamentalist churches.
Structure of the building is a
concrete platform on piling with
masonry walls, laminated timber
beams, and timber decking. Roof sur-
facing is standing-seamed aluminum
of a bronze color. The masonry unit


used is specially-made concrete block,
light tan in color and waterproofed.
Beams and decking are pine stained
a soft tan-grey. Doors, trim and Sanc-
tuary furnishings are mahogany.
Floors are brown-stained concrete with
a clear oak floor used on the central
platform. The four-foot skirt around
the Sanctuary just below the grey glass
clerestory windows is natural linen
over two inch sound insulation. The
room is designed for speech. The
minister can be heard without ampli-
fication clearly and distinctly at every
seat regardless of the minister's direc-
tion. Seats are former theatre seats,


which were purchased for one dollar
each and refurbished.
The cross on the wood steeple
members is aluminum and is large to
emphasize its importance as a symbol
and not to allow it to be diminished
to the role of a finial. The cross and
steeple are lighted from four corner
cylinders just above the skylight. The
same fixtures project light down to the
Lords' Table.
The entire building is air-condi-
tioned; the arrangement being such
that Sanctuary and Sunday-School
spaces can be conditioned indepen-
dently.


JULY, 1963




















rise


... because today's
homebuyers want
all-electric living B

In the area served by Florida's four
investor-owned electric companies, '
40,794 Medallion Home units were
certified in the five-year period, 1958-62.

Notwithstanding the 1961-62 dip in residential con-
struction, Medallion Home certifications were 114'.
higher than in the previous 3-year period.

Positive proof that builders and architects are con-
vinced the MEDALLION is a powerful sales ally.
and are making the most of it.

The MEDALLION HOME award adds to a builder's
prestige and reputation. It conveys confidence andl
clinches sales. Backed up by a continuing multi-
million dollar advertising program, it is the key
to faster selling.
For full details on how you can take profitable
advantage of the Medallion Home certification
program, contact your electric utility company.


Florida's Electric Companies
FLORIDA POWER & LIGHT COMPANY.
GULF POWER COMPANYt


MEDALLION HOME STANDARDS
S\LL- ELECTRIC KITCHEN in.:lu.l
I-ei.i 1.1 rane,. \Wj.3tr heater and at Ik
IV.. .:.thel indlr .,)r elc,:tri': arpplian- es.
* FULL I.HOUSEPOWVER 11hli.21l a
ser .._ enlrar.'e iiil en.iigh '-witr
and ...util-, f,.r m.,ilern c ii.vt-ni.ii
* LIGHT IFOR LIVING-ainple light
prvi-i ,n for comnitrr, -,alet:, amid bet
MEDALLION HOME AWARDS
Nunlber -.4I unitiz (etIh',eil ij r.ur
Loui-ei nipan T er\ i.'r area
1958 -1962
17.02-
lo
10,773 ,
7,676 '
4,182 .
1,139 '1
'58 '59 '60 '61 '62


ITaxpaying, Investor- Owned
FLORIDA POWER CORPORATION
TAMPA ELECTRIC COMPANY


THE FLORIDA ARCHITECT




1W

.. *< *^ """ .^ ^-7` **C'" s,. **t
.5..>. I fi H
t
i o
, +. r. . v '',:' % ..


Ir


4.,


; "Mdallion" s Wlt CustUomiOraPlr
William C. RubelC,, Pres.. Campus Park, Inc.,
Tampa, says:
"When I first entered the building market inohli
Tainpa Bay area, I checked around to see w at
h:. hme buyers were looking for, and what builderMs
we were putting into their homnes EEverybody was
sold on ALL-ELECTRIC As a'"esult, Medallion.
Home featuring all-electric kitchens have become
a. trademark of Campus Park. I have everr
.regretted my. decision to build .oriF' all-electric
"homes, because I know my customers will alst ,. *1
satisfied." ,- . S "
, *', ,. s .*.-


:4; Jerome Kellt'ilder of maty "dallion Hom's'in Colony "
i. Ectates. near Fort Walton Beach, Florida, says,
.'" hose with a modernlook may still be od-lashioned ~side .,
Y.in wiring, gitine and kitien i pment. B o. t mes
*1efvntified b OF'id4dllioae.U xand st sold, becauisx.
they meeFVfie requirement b ter electric i and ibi.
demand for quality homes i'a reasonable .ost. Tbe MedalMHd
emblem also assures shelter resale valuF 1b tetifying to Ihe
home's electrical excellence for years to come." .
.J M ';

4X ,
.. ... .+ .. .o .. . ,-' ,


JULY, 1963


'4~-~s


;i;)"~F~:,


"


R11CF c
fi .: ~I t, ~
?nF rr r
*i a
;" r







It Is Well To Know...


By ARCHIE G. PARISH, FAIA
President, Florida State Board of Architecture


The fifth in the series of articles dealing with problems
facing the State Board of Architecture is directed to
professionals operating branch offices.


A problem which is causing the
Board increasing concern is the estab-
lishment, by Architects, of branch
offices which are distant from the
home office.
Many times complaints are made
to the Board, that unregistered indi-
viduals operating such branch offices
for their principals, are out actively
soliciting business and for all practical
purposes are operating as registered
individuals. Information has been re-
ceived that the registered architect is,
at times, personally unknown in the
area.
A branch office should cause no


concern, if it is properly supervised
by the architect. It is not sufficient
for the architect to merely give token
service to such an office, having no
association with clients and permit-
ting an unregistered person to handle
all the business details of such office,
which include the discussions with
clients, preparation of plans and speci-
fications and the like. The mere
review of completed plans and spe-
cifications without having such ma-
trial prepared under his responsible
supervising control, is improper and
in violation of Chapter 467, Florida
Statutes.


In this regard, I wish to call to the
attention of all architects the perti-
nent portion of Section 467.14 of
Chapter 467 which reads:
"Any architect's registration cer-
tificate and current renewal may
be suspended for a period not
exceeding twelve months, or may
be revoked, by the unanimous
vote of the members of the
board sitting in any hearing, pro-
vided the members so sitting shall
constitute a quorum of the board,
* * * *, or for affixing or
permitting to be affixed his seal
or his name to any plan, specifi-
cation, drawing or other related
document which was not pre-
pared by him or under his respon-
sible supervising control,* * *"
The Board in investigating com-
plaints concerning the operations of
branch offices, must give every con-
sideration to the above mentioned
section in arriving at its final deci-
sions. It is hoped that all architects
will assist the Board through insuring,
that any branch office which may be
established, will be properly super-
vised.


How Long Since Your Communications


System Had a Checkup?

You may not fully realize it, but your company's communi-
cations system may not be quite up to the needs of a growing
business or the increasing complexities of doing business.

The cure? A communications checkup and a possible pre-
scription for one or more of the many new telephone
services especially designed to increase business effi-
ciency... cut down wasted time and effort. For instance:
Dial TWX Systems; DATA PHONE service; Call Directors;
Automatic Dialers; and many others.

Why not make an appointment soon for a communications
checkup and find out the advantages of these new services?
There's no obligation. Just call your telephone business
office.


Southern Bell
Oow wdulj k Fu&


THE FLORIDA ARCHITECT








The Philosophy of Structures...


By Edward van Amerongen, A.I.A.
Consulting Architect
Portland Cement Association



The author, born in the Netherlands, was educated at
the University of Amsterdam and Southwestern University
and received his Bachelor of Architecture from Tulane
. . On June eighth he addressed the Florida Central
AIA Chapter and illustrated his talk with beautifully
executed slides ... It is impossible to reproduce the slides
for you here, however, excerpts from the address follow.


"One can no longer perform by ear,
anymore than the pilot of a modern
aircraft can fly by the seat of his
pants: the technology is too complex,
the scale is too large and the purpose
is too diversified." So quoted Ameri-
can Scientific Architect Serge Cher-
mayeff in an article principally con-
cerned with architecture and scientific
advances.
Obviously a great deal is being said
about the state of architecture and
the state of building. Those who
know say it is a sign of our times
that we are compelled to find fault
with every proposal, every plan and
every structure around us. At a second
glance, however, Mr. Chermayeff's
words appear to imply that the prob-
lem is not so much with architecture
as it is with the approach or the
philosophy of architecture. Flying by
the seat of your pants was admitted-
ly, even when in vogue, a risky ven-
ture and so "playing it by ear," while
experimenting with structure may also
have overtones of the opposite of
progress. How is this possible? A look
at the historical pendulum may reveal
this.
Our future is rushing at us with an
incredible speed. More fantastic de-
velopments have taken place in the
twentieth century than at any other
time. The scientific landslide is al-
most unbelievable, yet its impact has
only skirted the building industry
without appreciable effect. Almost
like a smoldering fire which suddenly
bursts into flame will our cities be
consumed by the sudden awareness of
land costs, population explosion and
JULY, 1963


mass movement. As a result, Ameri-
can architecture has been stampeded
into a hundred different directions
which, oddly enough, all lead to struc-
ture. This would seem to be a con-
tradiction, but is nevertheless a lucid
illustration of the dominant position
played by a structure in high adven-
ture of the architecture of confined
spaces.
The preoccupation then with struc-
ture is nothing new. Architects have
fallen heir to much of it during the
ages. Why then a philosophy of
structure? First because the inevitable
confrontation of advanced technolo-
gies, if they are to be aesthetically
palatable, can only be introduced
through structural analysis. Secondly,
experimentation in architecture as we
know it today can best be performed
when structure is thoroughly under-
stood.
"There is not so much wrong with
architecture as with the approach."
These words by implication may have
as much significance as did Sullivan's
at the turn of the century. Sullivan
developed the frame, Wright the can-
tilever, and Corbusier the vertical
slab. All accomplishments in struc-
tures first and architecture second.
William Caudill summed up the state
of structures very aptly when he
wrote, "We live in a world of limita-
tion, we sell soap as the zest of life,
beer as part of gracious living, and
cigarets as essential to social graces.
But when it comes to a building, it's
only good when it's cheap." There is
probably more truth to this than
fiction. We know only too well that


economy is the ultimate judge of
architecture. The awareness then of
economy has put structure squarely
in the center of technology and ma-
terial development. Some of these
developments have already had a
profound effect on architecture.
1. In high rise buildings of the
past four years a remarkable
change in the exterior wall
seems to indicate a return to
the bearing wall principle. It
almost seems that structure has
at last successfully punctured
the plain wall. Some notable
examples are the buildings by
Yamasaki and Rudolph. It may
indicate that the technology is
becoming sufficiently secure to
take on a new expression of
esthetics. Perhaps this new
epoch may ultimately eliminate
the awkward chasm which di-
vides architecture and structure.
2. The coming age of the com-
puter in structural design allows
not only the architect but the
engineer the new latitude of
solutions. Many of these new
solutions were previously impos-
sible because of the considera-
tion of time. The age of the
computer is the age of explora-
tion. Relative costs, structural
analysis and design concepts are
all unknowns which can be pre-
cisely predicted in a final choice.
Once this is made the architect
can shape the details which
flow logically from the struc-
tural solution.
(Continued on Page 26)





SGAS GENIE

NATURAL GAS
GASGRAM
SRIN THE HEADLINES



NATURAL GAS AIR CONDITIONING SUCCESS STORIES continue to pile up as impact
of special lower rates, and compact "central" units rated as low as 2.8 tons, is increas-
ingly felt. Continuing FNGA survey figures show installations 364.5% ahead of 1960
figures. Residential installations have more than tripled in same period.

MORE ON "COOL SCHOOLS" Add Lakeland to growing list of Florida cities with natural gas air
conditioned schools. Carlton W. Palmore school there has 60-ton cooling unit, provisions for an addi-
tional 30-tons included in expansion plans. Natural gas climate control also specified for new Orlando
school after extensive engineering study.
WEST FLORIDA'S FIRST "GASLIGHT VILLAGE" is under way at Panama City. Being built by Howell
& Conner, Inc., total tract area will accommodate 500 complete all-gas homes. In same vicinity, new
City Hall and Civic Center at Fort Walton Beach, features 100-ton natural gas air conditioning system.
CLEARWATER SHOWPLACE: FABULOUS KAPOK TREE INN'S 30-ton natural gas air conditioning
system's "cost of operation is so low it is almost unbelievable." Quote is from owner Richard Baum-
gardner who also says, "Recently one of the electric units in another section of the restaurant became
inoperative. I am so satisfied with the gas air conditioning that I contemplate replacing the entire
40 tons of electric air conditioning."

HOSPITAL GETS STERILE AIR Halifax District Hospital's big new $2,500,000 building at
Daytona Beach has 382-tons of natural gas absorption air conditioning. Special system
, I for operating floor also sterilizes air, washes with germicidal solution, controls humidity
and temperature. In addition, two 500-hp natural gas-fired boilers provide steam for
(heating system, sterilizers, kitchen and laundry equipment as well as standby electric
generator.
TAMPA'S BIG NEW DOWNTOWN SHERATON MOTOR HOTEL opened with a velvet-smooth gas
operation and an electrical power failure. Gas-fired kitchen and boiler equipment functioned perfectly,
but electric failure resulted in overheating one section to extent that sprinkler system let go, causing
considerable damage. Alert Peoples Gas sales force is recommending natural gas standby power
generator.
"WE HAVE BEEN MOST PLEASED," says Mrs. Mary Jo Davis, of natural gas air conditioning installa-
tion in plush new 36-unit addition to Orlando's well-known Davis Park Motel. Chilled and hot water
system features automatic summer-winter changeover. Added luxury note-natural gas pool heater to
maintain constant 780 temperature.

S l "SWITCH FROM SWITCHES" Tampa's Tropics Restaurant last year replaced long time
g as broiler with new electric equipment. After twelve months, out went the electric broiler
-back came the original gas broiler ... plus a second new natural gas broiler. Explana-
tion: their featured steak business depends on precision cooking which only gas provides.

NATURAL GAS DREW INDUSTRY K & C Foundry Company, makers of aluminum castings, have
moved to Panama City from Tyler, Tex. citing availability of natural gas and convenience to their major
markets as principal causes. New plant is within 50 yards of pipeline station serving area.

ST. PETERSBURG SCHOOLS ARE 5-TO-1 FOR GAS Based on exhaustive three-year studies of both
construction and operating economies, Pinellas School Board has decided to air condition all future
schools. Big smile for natural gas interests is provided by fact that, of six new schools now contracted
for, under construction or completed, five are going with natural gas air conditioning!

NATURAL GAS ADDS GOURMET TOUCH... TO BURGERS! Natural gas cooking has been specified
for a new chain of "Banquet on a Bun" drive-ins stressing top quality standards. First of four locations
planned for Tampa will adjoin Busch Gardens.
Reproduction of information contained in this advertisement is authorized without
restriction by the Florida Natural Gas Association, P.O. Box 1658, Sarasota, Florida
THE FLORIDA ARCHITECT







Standards For...



Landscape Plants


By H. L. Jones,
Assistant Director, Division of Plant Industry

In the past few years the architectural profession has shown a marked
interest in landscape designers . The recently defeated amendment
to the Architects Law proposed a joint Board to serve both groups . .
In cooperation with the Department of Agriculture of Florida we take
this means of informing you of the plant standardization program.


As every good architect knows, the
proper plant in the proper place can
enhance the beauty of architectural
features. Delivery of the proper plant
can be assured when the architect
specifies graded plants in the land-
scape design.
What is a graded plant? It is a
plant of known proportions and qual-
ities from the roots to terminal
growth, and it is guaranteed to be so
by the nurseryman, the dealer, or the
landscaper. The concept of plant
grading is based on the premise that
the age, the height and width of a
plant, or the size of the container
are all meaningless without further
specifications that determine quality.
"A program designed with the
architect in mind" could have been
the theme for the nursery grades and
standards program initiated in 1955


by the Florida Department of Agri-
culture.
Advantages of grades and standards
for nursery plants are very broad as
far as the landscape designer is con-
cerned. First of all, their use elimi-
nates much of the guesswork as to how
a plant will look in a given area of
the landscape plan.
A grades and standards manual,
published by the Division of Plant
Industry of the Florida Department
of Agriculture, has actual sample pic-
tures of plants in their various grades,
and are listed by the accepted botan-
ical and common names.
By using the grades and standards
manual, the architect lends immeas-
urable aid to the landscape nursery-
man. Whenever plant material is
specified by grade, the nurseryman
knows exactly what is desired.


The grades and standards program
is not limited to one or a few pro-
fessions. It protects anyone who
wishes to buy or specify nursery
plants "sight unseen," either by tele-
phone, by telegram, by mail, or on
architectural plans.
In each instance, there is always
the assurance that the quality re-
quested is the quality received. That
assurance is backed up by the Florida
Department of Agriculture. State
regulations require the nurseryman to
supply the plant grades specified.
Under the grades and standards
program, there are four regular grades
for mature plants. Starting with the
best grade first, the four grades are:
(1) Florida fancy-an exceptional
plant to be utilized where out-
standing quality is desired.
(2) Florida No. 1-a very good
plant and the grade most
often desired for landscaping.
(3) Florida No. 2--a fairly good
quality plant that would not
normally be used in promi-
nent areas.
(4) Florida No. 3--a cull.
In addition, there is a special grade
for plants trained to grow abnormally,
such as the espalier and bonsai.
Information for the architect or
landscape designer to make full use of
graded plants can be found in the
manual, Grades and Standards for
Nursery Plants. It is available free to
each Florida resident. Request should
be made to Division of Plant Indus-
try, Florida Department of Agricul-
ture, Gainesville, Florida.


FLORIDA FANCY
JULY, 1963


FLORIDA NO. 1


Ti* r7


FLORIDA NO. 2


:4


4-
-7- t~-- 7 7


4.


t --1-


-T-


i-t-t-- --

1.
:t~
.1
rt.
; ---






News & Notes


Design Excellence ...
Florida South Chapter's chairman
for the June 1lth meeting, JORGE
ARANGO, scheduled a round table
discussion on Design Excellence. The
formal announcement of the meeting
issued to each Chapter member in-
cluded the following statement, by
him, concerning the program:
"During the last AIA Convention
in Miami Beach there was a great deal
of discussion on whether function is
important in design. The statement
was made that 'great buildings do not
function very well," implying, of
course, that whether a building works
or not, does not affect its greatness.
There is disagreement today not only
on whether the plan of a building
should be the best for its purpose, but
also on the use of materials; today we
see "excellent" designs in wood or
concrete in which one element sup-
ports another of wood or concrete and
this second element does not support
anything, does not protect anything,
does not serve any purpose other than
giving "excellence" to the design.
The economy of the building is
something else which is apparently


not important. And when I say econ-
omy I do not mean cost. I mean the
relation between what is put into it
and what it is possible to get out of
it, physically and metaphysically.
Some people believe that excellence
in architecture has to come from basic
creativity, innovation in either plan
or structure. To some the building
does not have quality unless the mate-
rials are "suffering" from tension or
compression; to others the materials
should be as comfortable as a cat on
a cushion. There is also a great deal
of discussion about the fact that ex-
cellence cannot come from any build-
ing individually, but only as part of
a larger unit-street, plaza, city.
Others think that we should go to
the past and build great monuments,
forgetting everything else. But there
are many architects full of social con-
sciousness who feel that excellence
can only arise from a social concept.
And of course there is also the archi-
tect who takes a defensive position
behind his client, the budget, or the
fact that he has to put his children
through college.
The variety of opinions is great,
but greater still is the number of


buildings and cities which have never
met an architect. The figures are in-
creasing as other professionals move
in on what was formerly the unused
territory of the architect; we now have
sociologists and economists as heads
of city planning firms and architect-
ural schools, not to mention agencies
directly concerned with architectural
plans.
Industry and builders are making
the decisions which were once made
by architects. Insurance and mortgage
companies are telling the public what
to do and what not to do, while the
architects, generally in total disagree-
ment, seem to be getting smaller and
smaller, only turning up where there
is plenty to spare.
Architects have become a luxury.
First you need a mortgage, then a
builder, and perhaps an interior dec-
orator. An architect is somebody some-
how in between who does not seem
to be very important unless you don't
want to take the trouble to deal di-
rectly with your builder and your dec-
orator."
In future issues of The Florida
Architect we plan to publish articles
written by the various program par-
ticipants.


Thousands of indexed designs in technical
reference manuals for architects and engineers
...the most rigid, economical and versatile
roof construction for custom, project and com-
mercial buildings . cuts cost, saves time,
plus complete versatility in design.


SEND FOR YOUR MANUAL TODAY ON YOUR LETTERHEAD

ANCHOR LOCK OF FLORIDA, INC.
1950 N. 30th AVENUE HOLLYWOOD, FLORIDA
REMEMBER, WE'RE ALWAYS AS NEAR AS YOUR PHONE
MIAMI: WI 5-7912 HOLLYWOOD: YU 9-0287

THE FLORIDA ARCHITECT
































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JULY, 1963






News & Notes


zeWi4 ? &e&1a. E .


Bodden Fotos
The three buildings shown above comprise a total of 95,730 square feet, and will
include two small lecture halls, and an art gallery (left) facing Gainesville's N. W.
13th St., a four story classroom and drafting room unit (rear), an architectural
library, and college administrative offices (right). Exterior treatment will be red
brick with limestone trim. The buildings were designed by KEMP, BUNCH AND
JACKSON, architects of Jacksonville, and are to be built by Tassinari Construction
Co., of Gainesville.


a


p


No Wonder Everyone's


Getting EXCITED......


Florida Natural


Gas


Assn. survey shows

NATURAL GAS AIR
CONDITIONING has

more than TRIPLED
since 1960!


^".. GET THE FACTS...it will only take a f(
S minutes! Call your local natural gas office, .or wri
direct to our Sales Department.

97 THE FLORIDA ARCHITECT


Groundbreaking ceremonies were
held at the University of Florida for
the College of Architecture and Fine
Arts complex valued at $1.5 million
early last month. The units, to house
students of architecture, building con-
struction and art, will-after fifteen
years of effort-finally bring together
instructional units which have long
been housed in the World War IIe
"temporary" buildings on the campus,r
University of Florida President Je
Wayne Reitz, speaking at the ceren
monies expressed hope that Florida
legislative bodies would ascertain that.
future building needs of the state's
universities would be met. "By so
doing we can redeem the past and in-
sure the future," he said.
The building complex was first pro-
posed in 1948, with the first request
for an appropriation in 1951. It was
repeated each biennium and an appro-
priation was finally made in 1957.
The 1958 freeze prevented release of
the funds, and in spite of high pri-
ority in 1959 no appropriation was
made. It was reappropriated in 1961.
Dean Turpin C. Bannister, F.A.I.A.,
in his address traced the history of
the College on University campus
(Continued on Page 24)







Better Design For Better Business...

Max O. Urbahn, AIA, managing partner of URSAM, the
design team in charge of constructing the Apollo moon-
shot complex at Cape Canaveral, in the address reprinted
here challenges the architectural profession to leadership.


There is a hidden trap, which may
be called "first costs fallacy," for
those charged with the responsibility
of making or influencing management
decisions on building. This is the
prevalent practice of emphasizing
minimum initial construction costs
which usually ignores long-range fac-
tors and often leads to ugliness and
poor design as well as increased ex-
penditure for maintenance and for
future improvements.
Business leaders should recognize
that it has been repeatedly demon-
strated over the years that good archi-
tectural design for business can lower
maintenance and operating costs, min-
imize the need for future improve-
ments, increase operating efficiency
and frequently productivity, raise em-
ployee morale, and have a healthy
effect on community relations and the


corporate image.
Much of the problem resulting in
poor architecture for business stems
from the fact that rapport between
management and the architect has
been shattered as industrialists have
lost touch with architectural disci-
plines which have become so complex
that management too often makes
arbitrary decisions or, at the other
extreme, leaves everything to the ar-
chitect without adequate two-way con-
sultation on specific requirements and
objectives.
In this day of the profit squeeze
and rising competitive pressures, it is
disconcerting and more than a little
surprising that the profit potential in
good architecture for business is, by
and large, not being tapped by man-
agement. Many business executives
are completely unaware that good de-


sign in architecture for business and
industry makes money for manage-
ment and, conversely, that poor ar-
chitectural design wastes money and
loses prestige for management.
We are in a very real danger of
losing our identities as individual
human beings. Many factors, such as
computers, automation and mass pro-
duction are standardizing, minimizing
and sterilizing the human factor in
our society.
The architectural profession must
create working and living environment
which is oriented to the individual,
which expresses human values, human
aspirations, even foibles. We must
create a setting which is stimulating
and warm, which enables the individ-
ual to feel at home as a person, to
work and to think creatively, to feel
important and original.
It is up to the architects of this
country to provide the leadership in
insuring that the environment of the
space age, which we so recently en-
tered, will be humanistic and not
mechanistic, creative and not sterile
-one which makes people feel and
work and express themselves as indi-
viduals, and not as digits.


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air conditioning rates, are writing success stor-
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JULY, 1963 2








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Note the "F" on each A432
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WEST PALM BEACH


University...
(Continued from Page 22)
from its beginnings in the attic of
Peabody Hall in 1925 to its present
status in campus temporary buildings.
But in sipte of the fact that its
various departments have been dif-
fused in seven temporary buildings,
the College has made significant con-
tributions, Dean Bannister said, point-
ing to the enrollment of the Depart-
ment of Building Construction, which
is the first in the nation, and to that
of the Department of Architecture,
which is fourth.
The new building, Dean Bannister
said, will allow for the first time the
various departments of the College to
mingle and exchange ideas under one
roof.
The FAA's President, Roy M.
Pooley directed the attention of the
audience to the fact that "we are
making a very small investment which
amounts to only thirty cents per per-
son in this state," even tho the
amount of the building complex is
$1.5 million. The return on the in-
vestment, he said, "is of enormous
importance to the future growth and
development of Florida."
Calling attention to the anticipated
growth of the State in the next fifteen
years, he stated, "Florida construction
programs would be equivalent to
building five cities the size of Wash-
ington, D. C.", and that "There is
probably no more important work for
the people of Florida than wise and
beautiful building in this course of
fast growth."
The growth, our President added,
Imposes the responsibility of leader-
ship on our profession, the responsi-
bility of statesmanship on our political
leaders, and rare perception on the
part of educators to see that we pro-
duce thirty five hundred new archi-
tects of superior talent in the next
fifteen years to meet this challenge."

Ellis Duncan named...
Appointment of C. Ellis Duncan,
Palm Beach Chapter, as the represen-
tative of the FAA to the State Super-
intendent's Technical Advisory Com-
mittee on Pre-qualification of Bidders
on School Construction was announc-
ed by Dr. C. W. McGuffey, Depart-
ment of Education, Tallahassee.
Ellis has served in a commendable
manner on the AIA School Buildings
Committee for many years and has
chairmanned the FAA's committee.


Professional Challenge...
(Continued from Page 9)
superior image of each and contrib-
uting to a less restless work force.
Incidentally, there is nothing wrong
with the concept of good design being
motivated by a profit incentive. On
the contrary, it is essential.
Quite possibly, there is no other
field of building so desperately in need
of effective professional direction than
that of housing. At least there is none
more important to our people. It is
also quite possibly the most demand-
ing of our ingenuity and capacity. We
have managed to generate social and
economic attitudes which result in
acres and acres of rigidly spaced, un-
dulating or alternating patterns of
"cracker box" domiciles largely devoid
of grace, charm, delight or inspiration.
Zoning usually denies the develop-
ment of interesting community pat-
terns, and economics are such that
advertising budgets as high as six to
seven percent of the sales prices are
not uncommonly required to sell
houses of inferior construction. No
one is really happy about a very sub-
stantial portion of our residential
building industry, and the opportuni-
ties offered are comensurate with the
challenge presented.
Our growing affluence and increased
exposure to the superior values avail-
able through thoughtful professional
design should greatly expand oppor-
tunities for architects in this impor-
tant area of construction.
Yet another factor which demands
multiplication of the architectural pro-
fession is the increased complexity
and more demanding nature of our
building technology. The time is long
past when a man can acquire in his
lifetime all the diverse skills required
of the profession today. Technical
capability is expanding in tune with
the space age and we are finding it
necessary to develop our individual
talents more completely within a more
limited framework.
Structures of the nature of bridges,
highways, powerplants, sewage treat-
ment plants and power lines which
have been traditionally considered
purely engineering projects are more
and more frequently enhanced aesthe-
tically by architects consulting with
the professional engineers in a manner
quite similar to that in which our
engineering consultants help us de-
velop the mechanical systems of our
(Continued on Page 27)
THE FLORIDA ARCHITECT





mR. ARCHITECT:


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living with little or no cash down, terms to 36 months or longer!
The same easy terms apply to oil home heating, the kind that cuts
heating bills in half. So right now, why not install the year 'round
comfort team that works for pennies . clean, economical, electric
air conditioning and cheap, safe, dependable oil home heating. Don't
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JULY, 1963









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KNOW THE 7
DANGER SIGNALS
OF CANCER!
1
Unusual bleeding or discharge.
2
A lump or thickening in
the breast or elsewhere.
3
A sore that does not heal.
4
Change in bowel or bladder habits.
5
Hoarseness or cough.
6
Indigestion or
difficulty in swallowing.
7
Change in a wart or mole.
Ifyour danger signal lastslonger
than two weeks, see your doctor
at once. Only he can tell whether
it is cancer. Send your dona-
tion to CANCER, c/o your local
post office.
AMERICAN CANCER SOCIETY


Structures...
(Continued from Page 17)
3. An essential and promising tool
of structural design and research
is the application of model test-
ing. Developed over the past
half century, it is only in the
last ten to fifteen years that ap-
preciable use has been made of
it. The need for structural
model testing has arisen from
the increasing use of complex
structural forms which do not
readily lend themselves to anal-
ysis by existing theories of struc-
tural behavior. This is particu-
larly the case for shell structures
and complex three dimensional
buildings.
4. The Achilles heel of "putting
architecture together" is revolv-
ing more and more about the
one prime consideration of
structure: connections. Sound
connections in architecture have
come to determine not only the
freedom of construction but
esthetics and economy as well.
In conclusion, the architect's new
venture into the structural world is
no longer wishful thinking. He has
arrived in the thick of it and he has
to cope with it. A successful devel-
opment of any philosophy in structure
depends on two aspects which are very
natural to the architect's profession.
First he must stay attuned to the
time in which we live and secondly,
he must communicate more freely
not only with those in the profession
but those who are allied with it as
well. An isolated approach to archi-
tecture has become the mortal sin of
practise.
Despite the implication of research
and development programs, the ar-
chitect alone lives in a life-size labora-
tory of application which can yield
the crucial conclusions necessary for
the future of building. Such research,
therefore, in architecture may be the
clue to a new structural philosophy,
but the lack of it might preclude the
unexpected major discoveries of the
new "vertiginous space."
One might suspect that the final
yardstick of the success with which
a philosophy will be developed may
not be apparent until some two
thousand years from now. Then when
your arcihtecture is being excavated
by geologists, let us hope they won't
say what has been said about so many
buildings before: "too bad it didn't
burn."
THE FLORIDA ARCHITECT


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I







Professional Challenge...
(Continued from Page 24)
buildings. It is a trend which should
gain momentum rapidly as the superi-
ority of results becomes apparent.
The next few years present an
enormous challenge and offer virtually
unlimited opportunities to the archi-
tectural profession. When we accept
our certificates of registration, we as-
sume an implied responsibility to the
people of Florida to accept the chal-
lenge and to exploit the opportunities
presented to create the best possible
environment of which we are capable.
As we do so, we will require more
and more architects and they will
have to meet ever higher standards of
academic and experience competence.
We should view the groundbreak-
ing ceremonies held June first at
Gainesville as the accomplishment of
a highly important goal, and as the
point of beginning for the next phase
of development of our educational
potential. The School and faculty will
need further expansion very quickly.
We also must continue our internal
scholarship and student loan programs
and seek the means of rapidly expand-
ing capability in this respect. Our
seminars and educational programs
for practicing professionals have been
developing very effectively and must
be continually expanded. Existing
training courses for our draftsmen and
technical employees require expansion
in scope and in personnel involved.
The demands on our educational
capabilities for the Architectural Pro-
fession in the almost immediate future
will be a severe challenge, and one
which must be met.


ADVERTISERS' INDEX
Anchor Lock of Florida . 20
A. R. Cogswell ... .26
Dunan Brick Yards, Inc. 3rd Cover
Dyfoam Corporation . 26
Florida Gas Transmission 22-23
Florida Home Heating Institute 25
Florida Investor Owned
Electric Utilities . 14-15
Florida Natural Gas. . 18
Florida Portland Cement Div.. 21
Florida Steel Corp. . 24
George C. Griffin Company 26
Merry Brothers Brick and Tile 5
Miami Window Corporation 1
Portland Cement Association 8
Solite . . .6
Southern Bell Tel. & Tel. 16
Timber Structures . .. 7
F. Graham Williams . . 27


JULY, 1963


JOHN F. HALLMAN, JR., Pres. & Treasurer
MARK P. J. WILLIAMS, Vice-Pres.


Clearwater, Florida


G. ED LUNSFORD, JR., Secretray
FRANK D. WILLIAMS, Vice-Pres.


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Throughout the years many
outstandingly fine Editorials
have appeared on this page
written by our fornier Editor-
Publisher. Perhaps some of us
did not take time to read
them and therefore did not
fully appreciate the man who
served the Profession so wtll.
Journalistic ability without a
full understanding of archi-
tecture and the profession
could never have given the
members of the Florida Asso-
ciation of Architects T&
Florida Archlr'ci.
'illiam T. Arnett, FAA
Vice President and member
of the Publications Commit-
tee, stated it so well when he
recently wrote "Someone has
said, an institution is the
lengthened shadow of a mmn
and truly The Florida Archi-
tect is the lengthened shadow
of Roger Sherman."
The Editorial reprinted
here, LOW' COST DOES
NOT ALWAYS MEAN
FAIR VALUE, first appeared
in your May 1961 issue. It
is as timely now as it was
then. Read it and then do
the "soul-searching it
suggests.
Verni Shaub Shermin


Years ago a Danish architect who had become an American protagonist of
LE CORBUSIER'S efforts to bring a new architecture out of Nouveau Art made
this declaration:
"Architecture is the art of total design. The process of architectural design
starts with the first conception of a structure. It does not end until the
structure is demolished."
At one quick reading this may seem like a far-fetched attitude toward the
architect's overall responsibility as well as an impractical suggestion that
architects should somehow arrange to outlive their buildings. But it is neither.
Actually, it is as practical a bit of professional philosophy as we have ever
encountered. And, as a guiding principle of architectural practice it is as
sound today as when it was first issued as the conclusion of a searching effort
to place the architect and his work in proper relationship with his society
and times.
Let's touch briefly on only one of the many professional implications con-
tained in that terse, inclusive statement. This is the value of a building; and
in the sense we use it, the meaning of the word is very broad indeed.
Consider the worth of a building from the community's viewpoint. Does
it add to the stature of its neighborhood? Does it provide a needed facility in
such a fashion as to minimize if not actually help solve such problems
as traffic congestion and land-crowding that hinder the orderly progress of
urban development?
Does it fully serve the needs of its owner well? Are the various elements
of its plan organized for convenience, flexibility and economy? Is its design
such as to like Lever House in New York provide its owner with a
public relations "image" of his interests and activities?
Finally, for our present purpose, is the building a good investment for its
owner not only in terms of initial cost, but in terms of its total cost over
the period of its financial lifetime? This, we think, is one of the most
important implications in the statement that . architectural design . .
does not end until the structure is demolished." Total cost means the con-
tinuing cost of maintenance in addition to the cost of first construction.
Maintenance costs can be high or low; and the level of such costs depends
largely on the specifications that control the character of the finished building.
Specifications are an essential part of the architect's "total design" job.
The inference is or certainly should be obvious. Specifications that call.
for cheap construction cannot help but produce a building that, over the
full period of its financially useful life, will prove expensive. Conversely,
specifications that call for quality products for every element of construction
and equipment will pay for themselves times over by savings in the progressive
costs of maintenance. There's only one qualification to this last statement.
It will hold true in direct proportion to the extent an architect permits devia-
tion from the standard of quality his specifications have established. If he
holds firm against attempts at substitution and does sufficient product research
to make "or equal" clauses unnecessary, he can assure his client a building
which will have fair value initially and throughout its useful life.
And this, we submit, is one of the chief justifications for the architect's
existence. "Total design" directly involves the professional integrity of the
architect. The logical result is "total value" If the architectural profession
feels impelled to do some collective soul-searching, let it be done in such
terms as these. Total design, total value, total integrity these apply with
equal force to every segment and member of the profession, from the one-
man, one-job-at-a-time studio to the 1000-man organization with a billion
dollar volume.
If the soul-searching will result in better building values, let's get on
with it. For in such better values lies the salvation of the architectural pro-
fession and the continuing livelihood of all its members.
ROGER W. SHERMAN, AIA.


THE FLORIDA ARCHITECT






7a. 74 3tem ov dad ze4e'b Vaeote o4 71ied 4a ...


The



Sanford W. Goin



Architectural



Scholarship


Architecture was both a cause and a pro-
fession to Sanford W. Goin, FAIA. As a
cause he preached it everywhere as the basis
for better living and sound development in
the state and region he loved. As a profes-
sion he practiced it with tolerance, with
wisdom, with integrity and with humility.
He was keenly aware that in the training
of young people lay the bright future of the
profession he served so well. So he worked
with them, counseled them, taught them by
giving freely of his interests, energies and
experience.... The Sanford W. Goin Archi-
tectural Scholarship was established for the
purpose of continuing in some measure, the
opportunities for training he so constantly
offered. Your contribution to it can thus be
a tangible share toward realization of those
professional ideals for which Sanford W.
Goin lived and worked.

The special project, started several
years ago by the Florida Central
Chapter Auxiliary, is still being
actively pursued. Contributions
should be addressed to Mrs. I.
Blount Wagner, President, 843
Sixtieth Avenue South, St. Peters-
burg, Florida.
WOMEN'S AUXILIARY, FLORIDA CENTRAL CHAPTER, AIA.







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