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-
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.
PI ''*'"' '1
.' .. o
* BUSINESS ACTIVITY WILL EXPAND AT A SLOWER RATE between now and the end of
1963. That's the view of many economists in government and industry. Business
will still be good . moving on to new records in sales and output. But you won't
see the boom that a number of optimists have been forecasting.
This doesn't mean that economists have lowered their sights for the second half.
They were expecting more modest gains all along, in contrast to many busi-
nessmen whose confidence had outstripped the economy's performance
during the spring.
* THE REASON FOR THE FORECASTS OF SLOWER ACTIVITY during the rest of the year?
The fact that some of the forces that began the present upturn, and have kept it
going, are losing some of their steam-consumer spending . investment in in-
ventories . and government spending. Of course, some vital expansionary
forces will still be operating . especially housing and outlays for new plant.
And they appear sufficient to maintain some upward momentum.
Here's the curve of business activity now being projected.
... The first quarter saw total output up $8 billion a year.
... The second period brought gains of about $9 to $10 billion.
... The summer quarter will see climb of $5 billion or so.
... October-December may perhaps approach the first-half rate.
For the year as a whole, total output will be up little more than the Presi-
dent's economic advisers predicted in January.
* THE OUTLOOK FOR 1964 depends on what's done on tax cuts. Prospects of a new law with
substantial reductions have been clouded somewhat by the Administration's push
for a civil-rights bill. But Congressional leaders still think there will be legislation,
though it may not be voted until late this year or even 1964. And the reductions
will approach $8 to $10 billion.
What happens if Congress does not vote tax cuts? A majority of economists
seems to feel that business activity will top out before the next year is very
old. They don't like to talk about a recession, but that's what they would
NOTE THE SHIFT IN CONSUMER SPENDING HABITS to a greater interest in services,
though outlays for goods are rising, too. In part, this change in emphasis reflects
the fact that American families are fairly well equipped now with cars and furni-
ture, etc. But the emergence of a new set of status symbols must also be counted
a factor. Many consider it more important to send their children to college .. or
travel to Europe . than to wear a mink coat, buy a bigger house, or move up
to being a two or three-car family.
The statistics on spending trends are really quite striking:
... Foreign travel cost Americans $2.5 billion last year-150% more than in
1952. And the figure will go up to 10-15% in '63.
... College costs-tuition, fees, room, board, etc. took $2.8 billion in the
1961-62 school year, up 180% over the decade. By contrast, outlay for goods
has risen only 45% since 1952.
The shift to services has great significance for businessmen. Spending for
travel and education uses fewer machines, less materials. So it stimulates less
. and creates fewer jobs.
THE RULES ON WAGE-HOUR EXEMPTIONS FOR WHITE-COLLAR WORKERS will be chang-
ed by the Department of Labor late this summer. Right now, the overtime and
other provisions of the Fair Labor Standard Act do not apply to professional and
administrative workers earning over $95 a week and executives making $80. Lim-
its for professionals soon go to $115-for executives and administrators, to $100.
And the first salary tests will also be set up in retailing and the services-$95 for
professionals, $80 for administrators.
(Continued on 3rd Cover)
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OFFICIAL JOURNAL OF THE FLORIDA ASSOCIATION OF ARCHITECTS
lot 74i Isse ---
Current Highlights .
. . . 2nd and 3rd Covers
Organization For New Architecture . .. . . .
By William Allen, A.R.I.B.A.
A Senator Believes "You Can Be Florida's Image Makers"
By Hon. Senator Ed Price, Jr.
Boca Raton High School . . . . . . .
Architects John Shoup, A.I.A. and Paul McKinley, A.I.A.
Entering A New Period ........ .......
By Alan R. Logan
For the Physically Handicapped . . . .. . .
Grass Roots . . . . . .
By Robert H. Levison, A.I.A.-Director, Florida Region
Advertisers' Index .
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
BROWARD COUNTY: Robert E. Hansen, Robert G. Jahelka; DAYTONA
BEACH: Francis R. Walton; FLORIDA CENTRAL: A. Wynn Howelli Richard
E. Jessen, Frank F. Smith, Jr.; FLORIDA NORTH: James T. Lendrum, Lester
N. May; FLORIDA NORTH CENTRAL: Forrest R. Coxen; FLORIDA NORTH-
WEST: 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.
Director, Florida Region American Institute of Architects
Robert H. Levison, 425 South Garden Avenue, Clearwater, Florida
Executive Secretary, Florida Association of Arcihtects
Verna Shaub Sherman, 801 E Ponce de Leon Boulevard, Coral Gables, Florida
H. Samuel Krus6, FAIA, Chairman; Wm. T. Arnett, Fred W. Bucky, Jr.,
B. W. Hartman Jr., Dana B. Johannes.
THE COVER .
Shows the column-beam-slab construction of the Administration building,
the Boca Raton High School for which John Shoup and Paul McKinley are the
architects. The Palm Beach County Board of Public Instruction is the Owner;
Walter C. Harry, Structural Engineer; John M. Gerum, Mechanical Engineer;
Charles E. Bailey, Electrical Engineer and Stephens Construction Company,
Incorporated, was General Contractor.
THE FLORIDA ARCHITECT, Official Journal of
the Florida Association of Architects of the
American Inisitute of Architects, Inc., is owned
and published by the Association, a Florida
Corporation not for profit. It is published
monthly at the Executive Office of the Asso-
ciation, 801 E. Ponce e dLeon Boulevard, Coral
Gables 34, Florida; telephone, 448-7453.
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
H. P. ARRINGTON
Acting Advertising Manager
NUMBER 8 1 63
THE FLORIDA ARCHITECT
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THE FLORIDA ARCHITECT
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THE FLORIDA ARCHITECT
The Department of Architecture, University of Florida recently con-
ducted Seminars concerning Environment, Technology, and Architec-
ture. Mr. Allen, ARIBA, Principal at the Architectural Association,
London, England, participated in one of these. The major part of his
address is published here ...
By WILLIAM ALLEN, A.R.I.B.A.
Programs and Plans seems to me
to be one of those descriptions which
anybody can interpret as he wants.
However, the key to my answer for
the question is 'How do we integrate
technology and architecture?'
In the first symposium of this series,
there were some general criteria laid
down by Joseph Watterson but the
problem of implementing was left for
this second discussion. Dean Youtz
also spoke at that last symposium,
touching upon the problem not only
of technology in architecture, but of
science in architecture, which is a
rather different thing, and saying that
it was in fact our problem to integrate
science and architecture. He spoke as
if the two were somehow in conflict.
You will know, of course that this
so-called conflict between science and
the arts is spoken of in some circles
as the two cultures. I think this is
rather exaggerated and gives to science
a position to which it is not entitled.
I find the two cultures more difficult
to separate than to integrate.
That is one trifle of background.
Another that I want to offer concerns
the idea which I'm sure runs through,
many people's minds, especially those
of architects and architectural stu-
dents, that we seem to have an excep-
tional amount about which we are
supposed to become pretty knowledg-
able, and some get a little frightened
at times about it. This is a reflection
of some inadequate thinking on our
part about our role in this field of
knowledge and of how we are going
to be able to command these techno-
logies. That we have to command
them is not in question. It is simply
a fact that some people have to design
buildings and we cannot carve up the
overall design function into separate
pieces. The concept of a building
must be a unity, and must be a unity
of these different technical and func-
tional requirements. We have no op-
tion but to attempt to master them in
an effective manner.
Perhaps one of the operations
which we have to carry out in the
field of architectural education is to
simplify our pattern a little, to deepen
a good deal of our thinking about it,
and to put it into somewhat more
fundamental form, because we have
left too much of it as factual data and
packets of information. A process
which is akin to "Remember a Thous-
and Facts About Building." This is
not the best way to hold knowledge
and it is certainly no way to hold it
if one has got to educate people for
an unknown world lying 20, 30, 40
years ahead. What we have to do is
to lay down a basis of theory such
that the unknown problems can be
solved in terms of first principles,
starting each time from fundamental
knowledge about science and technol-
ogy and function and various other
things of this kind.
My first sub-division of architec-
tural theory concerns meeting the
needs of the human being as an indi-
vidual. Some refer to this subject as
the study of climatic environment, but
environment is a word that means so
many things to so many people that I
will avoid it for the moment. By satis-
fying the individual I mean to seek
an understanding of his sensory per-
ception mechanism and the way in
which his mind interprets what he
receives in the way of external stimuli
and signals, The human sensory sys-
tem has changed rather slowly over
the thousands of years and we can
count upon it as being one of the
constants of architecture in the sense
that we have to satisfy the same kinds
of sensory systems today that we have
always had to satisfy and are likely to
have to satisfy. And so this study of
the sensory system really leads one
outwardly to the environment by
which the sensory system is stimulated
And then you come upon the fa-
miliar words of heat, light, sound,
sometimes smell, certainly touch, and
other things which are of concern to
architects, but these are I emphasize,
really sensory problems, and the sen-
sory reception mechanisms have their
own criteria. To some extent we can
already classify them. Some concern
comfort, others moods. Others involve
feelings, such as delight, and yet
another involves the intellect, for
through our eyes, and to some extent,
our ears, we experience architecture
and make it meaningful. What is
character? Why do we feel it? Why
do we feel that something a church
- should be designed differently from
a school? Or a school differently from
a law court? These problems of char-
acter which are interpreted in our
minds, are vital aspects of architec-
ture, but I remind you, they are re-
ceived and interpreted by the sensory
Now there's another body of knowl-
edge which we have not yet very ade-
quately brought into our ken and that
is the study of the individual as a
member of a group. At one end you
might call it group dynamics; at the
other end you might call it urban
sociology. A group may be two people
or it may be two million. I don't
think that our friends the sociologists
and ourselves have more than touched
the edges of this subject as a concern
of architects, and it seems to me that
perhaps this will be welcomed by
sociologist when we get down to doing
it properly, because much of sociology
depends upon architects for its con-
version from analytical information to
the synthesis of useful application. I
don't think you can work as a soci-
ologist in fields which concern human
beings and their environment and ful-
fill yourself merely by analyzing the
state of affairs as one finds it. One
looks to the application of knowledge
for the improvement of human envi-
ronment, and in turn to the study of
these applications for subsequent fur-
ther improvements. So in my break-
down of architectural study we have
the human being as an individual and
as a member of a group, and these
(Continued on Page 10)
A4 Senator eewese ...
"You Can Be Florida's
By HON. SENATOR ED. PRICE, JR.
Senator Price was the principal guest speaker for a dinner meeting
on June 29th at the Landmark Hotel, Sarasota; hosted by the
Sarasota Association of Architects, following the meeting of the
F.A.A. Board. What he had to say reproduced here in full -
should prove of practical interest
architect . .
- and offer a challenge to every
HON. SENATOR ED. PRICE, JR.
"It is my firm belief that the archi-
tects of this State can and should be
Florida's "image makers."
Florida has been the fastest growing
state in population and industry for
a number of years and it is anticipated
that by 1972 the present five million
population will have increased to over
During the years of tremendous
growth, Florida has never suffered
from a depression-has never suf-
fered from a major slump, regardless
of the condition of the Country.
Our rate of growth, our heighth of
prosperity, our scope of promotional
building has decreased from time to
time; but during this entire period we
have consistently continued to grow
at a higher percentage rate than the
balance of the Country.
During the past Session of the
Florida Legislature appropriations
have been made in the amount of
960 million dollars for operating and
capital outlay, exclusive of capital
outlay for State Universities and Jun-
ior Colleges, and this was done with
a balanced budget. This large appro-
priations figure indicates, better than
anything else, that Florida is the fast-
est growing state in the Nation. As
the expected growth pattern for 1972
indicates we have barely begun to
In order that we might keep pace
with the space era facing us and in
order that we might keep pace with
the tremendous growth in our popula-
tion and in order that we might do
a superior job in education in the
state of Florida, we in the Florida
Legislature, along with the Governor
of this State, have proposed a bond
program for the coming biennium
which would provide 75 million dol-
lars to build the much needed build-
ings at State Universities and Junior
Colleges, vitally important, if we are
to have a superior educational pro-
gram in this State.
Florida Architects should be at the
forefront of those who will give of
their time to go out and beat the
drums for this bond issue throughout'
the State of Florida-how can you
find anywhere a better opportunity to
take a personal part in creating Flor-
ida's future image than through such
a program--certainly, every one of
these buildings in every county in the
State of Florida and in every area of
the State will be a product of the
creative vision of some architect or a
group of architects.
The Legislature has appropriated
the monies to spend some 40 million
dollars in capital outlay for the public
schools of our State and here again
we are simply meeting the needs of
an expanded population and the need
to provide a superior public school
education for the youngsters of our
State. Who is in a better position to
create a good physical image in the
minds of our youngsters, as well as in
the minds of our visitors, than those
architects who will design and create
the building which will be the incu-
bator and the showcase of knowledge.
Florida presently has some 29 Jun-
ior Colleges and the legislature au-
thorized the creation of 3 more. These
institutions of learning are needed and
needed badly. In the expenditure of
some 30 millions of dollars out of the
bond program to add buildings to our
Junior Colleges throughout the State
there is created another field for the
practice of the art and profession of
architecture, and whether or not the
public image of this new area of edu-
cation in our State will be exciting,
attractive and different and yet func-
tional will rest to a large degree in
the hands of the members of your
In East Central Florida we will
build an extension of the University
of Florida Engineering College which
is simply the first outlay in what will
become the complex of the new four
year institution in East Central Flor-
ida. This will be the first new insti-
tution right smack in the middle of
space-land and, here again, I am sure
that the architects of Florida will have
much to do with providing a public
image that will match the interna-
tional image which has been created
in Cape Canaveral.
There is still another area of build-
ing which is tremendously important
to the State of Florida and all its
people and that is the capital outlay
buildings which will be needed in the
field of mental health for our Sunland
Training Centers for retarded chil-
dren. Here we are going to spend
some 20 million dollars and this will
include not only providing additional
buildings at existing institutions but
will create a new and much-needed
THE FLORIDA ARCHITECT
Sunland Training Center in Dade
County and, here again, wherever
these buildings are built the creative
design of architecture will have much
to do with whether or not these insti-
tutions can be successful in a func-
tional and medical way.
Throughout the State there will be
built buildings for the operation of
our public safety units, for our welfare
units, for our industrial commission,
for our conservation department, for
our Board of Health and for every
other agency that must have more
and more space in order to take care
of the increasing load brought upon
us by the 'influx of population which
we have spent our dollars to attract.
--I am sure no one desires to see
these buildings become a pattern of
mediocrity in a state which will not
settle for mediocrity.
The ten years immediately ahead of
us are exciting years-they will be pi-
oneer years in many ways--for in-
stance, we have just received word
that during this next fiscal year,
NASA, our space agency in this
Country will spend over 350 million
dollars in the Cape Canaveral com-
plex just during this next fiscal year.
You and I can be a vital, and in-
tegral part of this whole program. We
should not only have vision and desire
but have the willingness to do some-
thing about our vision and desire. For
instance,. this entire complex at Cape
Canaveral is utterly dependent upon
the supply of materials and equip-
ment and machinery to develop this
project. At this time Florida is not
furnishing a very large part of the
supplies and materials required. There-
fore the field of expansion in this area
offers to the architectural profession
another opportunity to create the best
possible image for industry.
In addition to the need to furnish
the contractors and builders with
Florida materials and supplies we
have a real responsibility to furnish
trained and talented technical em-
ployees who have been graduated
from Florida Universities and Techni-
Well, how then can you be an
image maker for Florida as an indi-
vidual architect and as a member of
First, by dedicating yourself to
the proposition that you will not
be willing to settle for the mediocre
in the application of your profes-
sional ability but that you will al-
ways seek the superior in order that
we might give Florida an image
that's exciting, that's interesting,
that's different, that's better than
that which we find throughout the
rest of these United States.
SBy giving generously of your
time and your talents to your own
Association, your own profession,
in order that you can upgrade it
wherever possible so that Florida
will be known as a mecca for the
superior in your field.
By demanding of your own or-
ganizational group that you shall be
strong and powerful enough in the
right sense that you can influence
the members of your State Legisla-
ture and of your Federal Congress
in the enacting of proper legislation
in your behalf and by willingness
to adhere to rigid standards. To
live by a professional code of ethics
that will create faith and trust in
you and your profession with your
government officials and the gen-
eral public alike.
By accepting a full time public
service responsibility at the local,
county or state level so that you and
your profession can have a direct
influence in the planning and exe-
cution of our government at every
By providing civic and service
leadership so that your profession
will be pointed to as an ever-avail-
able pool of manpower for leader-
By doing everything in your
power to encourage good govern-
ment-to encourage good men and
women to run for public office -
to offer yourself for public office if
you feel you are talented and are
so inclined. To attempt to create
an area of unity and harmony and
cooperation within the framework
of government on the local, the
state and the national level, and to
do so without selfish or personal or
By dedicating yourself heart and
soul to the belief that you are part
of the finest profession in the land
and by never missing an opportun-
ity to be a key public relations
missionary for your profession,
wherever you might be.
Florida, this State of yours and
mine is truly the land of our heart's
desire and I believe we are going to
grow faster and in a more prosperous
way in the next ten years than ever
in the history of this great State.
I know of no group in this State
that has such a golden opportunity
to influence the physical image of
Florida as do the architects.
I urge you to give of your best in
order that Florida's image will top
all others in the Nation and I urge
you to move out of your own tight-
knit circle to open your minds,
your hearts, your hands to Florida's
problems. As you do your part to
solve them, your profession and you
along with it will grow and prosper
WILLIAM H. KERFOOT, A I.A.
THE SARASOTA ASSOCIATION OF ARCHITECTS were hosts for cocktails and dinner
to the F.A.A. Board; members of Florida's Legislature; Sarasota County and City Com-
missioners; President of Sarasota's Commercial Banks and Savings and Loan Associa-
tions, the Chamber of Commerce, Gulf Coast Builders Exchange and the Bar Association
and their wives. Shown above (left) is Roland W. Sellew, Program Chairman and
(right) William H. Kerfoot, President of the Sarasota Association of Architects-both
are members of Florida Central Chapter, AIA.
(Continued from Page 7)
are two fields in which I would expect
us eventually to begin to establish a
more fundamental picture of archi-
tectural requirements than we have
A third field is called in some
branches of technology, "transport
systems," but I don't mean by trans-
port systems railways and trucking
organizations. I mean something
rather different which you can call, if
you wish, flow and movement sys-
tems; for when you get down to it,
what you find is that there is a theo-
retical body of knowledge which is
common to the problems of wheeled
traffic flow, of pedestrian traffic, of
electrical power 'traffic' (a synonym
for circuits), and liquids, gasses, and
drainage, and production. All these
things are circuits and we have been
treating them as a large number of
rather fragmented courses concerned
with individual subjects like heating
and ventilating, electric systems, and
drainage, and we have seldom related
them to traffic systems and practically
never to pedestrian systems. This last
item is odd when you think of it, for
the movement of pedestrians in build-
ings is one of our main concerns. We
simply have never presumed it to be
amenable to theory. So this subject
really concerns planning in two forms:
the communications systems of build-
ings insofar as they are for traffic of
various kinds, and the communica-
tions systems of buildings insofar as
they are equipment. Heat, people,
vehicles, power, goods; they're all
The next category is old-established
but is usually treated as two; Struc-
tures and Construction. I'm tending
to link these now because the future
of industrialized building seems to
make it unlikely that we can maintain
the separation much longer and there
is no advantage in so doing. Prefabri-
cation systems are at once both con-
struction and structural system. Prob-
ably we should integrate them to start
with and separate them afterwards so
that we see them as one body of
knowledge dealing with the flow of
forces, the thermo-dynamic balance of
structures, assembly techniques, and
other things of this kind. That field
would include the study of materials
and of cost control.
Now I'm not going to go over the
whole architectural curriculum; I'm
only touching upon the technology in
it. But I will touch upon the studio
work because we ought to be quite
clear that here we. in architecture have
hit upon a rather unique form of
education, hard to parallel in any
other branch of learning. The medi-
cals come nearest to it with their
considerable period of clinical train-
ing added to their acquisition of
formal knowledge, if I may distinguish
thus between the equivalent of studio
work and the equivalent of lecture
courses. The studio work as we do it
runs alongside the growth of our
knowledge as a rule, and in this again
it's a little unusual, for the medical
usually put the processes end to end.
The engineers don't really tackle
things in this way at all; they have a
few individual projects but they do
not add up to the equivalent of our
studio design training.
And the purpose of this studio
training is to acquire skill in using the
knowledge which we gain in our lec-
ture curricula, and the back-and-forth
flow of ideas between our growth of
knowledge and our growth of skill is
a very important part of our system
of education. If one comes down to
what its purpose is, one can say it is
the cultivation of an organizing skill,
but going a little deeper one can say
we are learning how to state a prob-
lem fully, and having stated it, to
solve it in the terms of the statement.
The studio curriculum is, in fact, a
problem-stating and problem-solving
process and as C. A. Mace, the great
psychologist says in one of his books,
"The true basis of originality is in
problem-solving." Too often we strive
for originality before we have stated
- Problem-stating brings into the pic-
ture the problem of function. We all
know that the functions for which,
say, a church has to be designed are
different from,those for which a hotel
has to be designed. It is no longer the
case, as perhaps it used to be, that in
architectural studies one could cover
all the building types one is expected
to be able to deal with in practice.
But in fact, what is required is a
technique -a method of attack--
which recognizes the importance of
establishing the client's requirements;
partly with his help and partly by the
contributions which an architect
makes from his own knowledge and
from his own experience. So I include
the functional studies of buildings as
being part of the problem-stating ap-
Now because I take this view about
design being a problem-stating, prob-
lem-solving process the acquisition
of skill in the use of knowledge (this
is the essence of a profession, to apply
specialized knowledge skillfully) -I
take as one of the valid definitions
of architecture that it is an organi-
zational skill infused by a sense of
purpose. I call it an organizational
skill obviously because what our minds
are doing is to relate spaces, circula-
tion systems, and structural systems
into a unified concept. And I include
the idea of infusing it with purpose
because any intelligent person could
acquire an organizational skill without
infusing it with any particular sense
of purpose and this is what distin-
guishes common building from that
which we call architecture. Purpose
includes character and social purpose
and other similar matters which give
architecture its meaning and feeling
Now as I see it, our position as
architects our position in society
calls for us to perform this organi-
zational feat. This is our primary
function, and the discharge of our
duties to society- and we have these
depends upon our acquiring a
strategic command of the relevant
knowledge. Here we come to a critical
point, for I want to distinguish clearly
between the tactical and the strategic.
It is an important distinction to make
because while many specialized
branches of learning--and this is
especially true of engineering studies
--involve mastery of tactical levels,
by which I mean the mastery of detail,
a strategic command implies a mas-
tery of principle. I do not wish to
suggest that an architect needs no
command of detail, but he has his
own field of detail for which he is
responsible, and insofar as he is cen-
trally responsible for a design which
involves engineering technologies, he
can only expect to acquire strategic
mastery. But this he must acquire,
and knowledge must be in the appro-
priate form for this purpose.
I would expect an architect to
understand what kind of structural
systems are appropriate in given cir-
cumstances; to know what their impli-
cations would be, to know how to
make buildings buildable; to know
what their implications would be for
(Continued on Page 16)
THE FLORIDA ARCHITECT
Boca Raton High School
JOHN SHOUP and PAUL McKINLEY, Architects
The total building concept for the Boca Raton High School includes twenty seven class-
rooms, four additional science rooms, completion of the library and special education rooms,
gymnatorium, additional shop areas and a band room.
Classrooms on the existing first floor are arranged with the least dimension on the ex-
terior wall to reduce building perimeter. Staggered classrooms provide more generous corri-
dors and eliminate possible traffic congestion.
Exterior walls of existing classrooms are standard height sliding doors with fixed sash
above the sun control slabs. The corridor walls have sliding sash above the horizontal slab
with lockers and classroom cabinets below. Horizontal slabs are at door-head height.
(Continued on Page 12)
Photos by Dick Kitchen
, .. ... .... .
The compactly designed buildings are rather closely grouped
on the site about a central plaza which when developed will pro-
vide seating, shaded areas and random paths. The grid system
used modulates the spaces within and between the buildings.
Smooth block wall are contrasted with the textured concrete
beams and column on both exterior and interior surfaces. Class-
room exterior walls are sliding glass doors. Natural finishes, colors
and textures combine with ample natural light and ventilation to
produce a pleasant learning environment.
Ceilings are sprayed acoustical plaster, cabinet work is Philip-
pine mahogany throughout, floors are resilient tile. All north
oriented classrooms are glazed with clear glass and have a light
floor tile. South oriented classrooms are glazed with glare-reducing
grey glass and have a darker floor tile.
Consistent use of similar materials and finishes throughout
the building group, coupled with a common structural module
unifies a complex of buildings of varied size and educational
purpose. The structural system is based on prestressed hollow core
slabs spanning a 24' module. The slabs are supported on masonry
bearing walls with poured-in-place beams. Eight inch horizontal
sun control slabs span 24' between columns.
Beams and columns are reinforced concrete, sandblasted. Walls
are exposed 4"x8"xl2" buff concrete block, all treated with clear
silicone waterproofing. Second floor and roof slabs are 8" pre-
stressed concrete slabs. Sun control slabs, walkway roof slabs and
interior horizontal slabs are form-finish reinforced concrete. A
uniform texture of sandblasted concrete was achieved by use of
harder than normal aggregates, controlled aggregate graduation,
water reducing agents, revibration and sandblasting eighteen hours
The contract cost for the school was $620,500.00. Total area
is 55,800 square feet, resulting in a cost of $11.12 per square
THE FLORIDA ARCHITECT
1 ~'I~ jr
_3tl ia: r~ :
Opposite page . .
Above, classroom interior showing
sliding doors and fixed sash above.
Room on north side of building.
Lower, site plan. The site located
in the western portion of Boca
Raton, adjacent to the south boun-
dary of Florida Atlantic University.
The twenty acre site has two and
six-tenth acres devoted to build-
This page . .
Above, view to south plaza area.
Classroom buildings to right of
walkway, library to left.
Center, northeast corner of class-
room building showing horizontal
sun control slabs and open cor-
Lower, view of buildings from the
northeast. Classroom building at
center, administration building
right. One story structure at right
contains science rooms and will be
duplicate of center buildings at
Page eleven . .
View to the south at east end of
classroom building showing covered
walk and school bus loading shel-
About the architects . .
JOHN SHOUP and PAUL McKIN-
LEY are graduates of the Univer-
sity of Florida and are Corporate
members of the Palm Beach Chap-
ter, A.I.A. They have been in
partnership for the past three and
one-half years with offices in
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THE FLORIDA ARCHITECT
Entering A New Period
By ALAN R. LOGAN
MR. LOGAN IS THE CHAIRMAN, ARCHITECTURAL BARRIERS SUB-
COMMITEE OF THE GOVERNOR'S COMMITTEE ON EMPLOYMENT OF
THE HANDICAPPED. THE ARTICLE APPEARING BELOW WAS WRITTEN
BY HIM FOR FIRST PUBLICATION HERE . .
This decade has witnessed the ad- July '58 to June '59 by the U. S.
vent of a New and Cardinal Period Public Health Service). Their results
of Architecture. To "Baroque" and reveal a total of 17 million people in
its nine predecessors, to "American the United States, but not institu-
Colonial," to "Moder"; add the tionalized, suffering from pathological
"Barrierless" Period. limitation of activity and 16% million
You might pinpoint its emergence persons over age 65. Based upon the,
at 31 October 1961. This being the then, total population of 171 million
date of approval of the "American we derive a total of 20% who are
Standard Specifications for Making directly affected by "Architectural Bar-
Buildings and Facilities Accessible to, riers." This is not the consummate
and Usable by, the Physically Handi- total, however. We cannot overlook
capped." In May of '59 the American the large but incalculable number who
Standards Association was commis- are habitually "accident prone." Ac-
sioned to draft a set of minimum cidents looking for a place to happen.
standards to be followed in the con- The percentage is even further increas-
struction and renovation of all Public ed by the annual millions of short-
Buildings and Facilities. Purpose: the term or temporary injuries and impair-
utilization of these facilities by the ments. Broken legs, sprained ankles,
physically impaired, a constantly in- post-operative, etc. Finally, let us add
creasing segment of the population the momentarily impaired. The in-
that is presently barred from an over- ebriate and the near inebriate, the
whelming majority of Public Facilities parcel carrier, the person with slippery
and thus barred from equal oppor- new shoes, the overly tired, the person
tunity of employment, education, civic with new and strange eye glasses, the
participation, recreation, cultural pur- person in an extreme hurry, the "dizzy
suit, worship and commerce, spell" sufferer.
Your immediate reaction may well With all of these various types and
be, "So what!". "Buildings are de- degrees of impairment considered we
signed for the tastes and needs of the find that roughly 99 99/100% of the
majority!". "You can't cater to every- population is either permanently or
body!". But let us pause and reflect: temporarily impaired and therefore di-
let us determine just who and how rectly affected and inhibited by
many are directly affected by "Archi- "Architectural Barriers." The 1/100
tectural Barriers." First there are the of 1% who, through egotism, rule
obvious, those with impairments per- themselves out of all previous cate-
ceivable by the eye. The wheelchair- gories will, with luck, eventually end
ities, the leg and foot brace wearers, up in the degeneration of faculties
those using canes-crutches-walkers, through aging department.
the blind and some amputees and de- Unfortunately the numbers of per-
formed. Next there are those with manent and short-term impaired are
imperceivable impairments. Those steadily and rapidly increasing. Due
with imperfect coordination, cardiac to advances by Medical Science fewer
conditions, pulmonary conditions, disease and accident cases become
chronic weakness. To all of these add mortalities BUT more and more be-
the aged, for aging impairs and slows come permanent and temporary im-
reaction and creates susceptibility to paired. Increasing accident rates sup-
accident. ply us with a new 200,000 traumatic
For cold, hard statistics refer to the paraplegics each year. A leading world
U. S. National Health Survey (taken authority, Dr. Howard Rusk (Chair-
man, Department of Physical Medi-
cine and Rehabilitation, New York
University), predicts that; by 1980,
for every able-bodied citizen there will
be one over 65, or one chronically ill,
or one physically disabled.
On the surface, the bulk of the
foregoing may appear to be of far
more concern to the Physical or to the
Rehabilitation Expert than to the
Architect. But, by analyzing these
findings we find that the responsi-
bility and the ultimate solution lies
in the lap of the Architect. Physical
impairment and restriction are with
us to stay. They cannot be ignored.
Architectural Barriers are also with us
and they must not be ignored.
A Barrierless building or facility not
only provides equal opportunity of
access and use to the impaired (the
99 99/100% of us) but it presents
a safer, more convenient and a more
attractive facility to the non-impaired.
Relatively Barrierless structures are
becoming increasingly commonplace.
Supermarkets, banks, savings and loan
institutions, churches, libraries, stad-
iums, tourist attractions and auditori-
ums have adopted Barrierless Con-
struction, not as an accommodation
to the crippled but as a customer con-
venience factor to vie for increased
patronage and to profit by decreased
accident frequency. Next to conform
should be City Hall, schools, colleges,
theatres, hotels, motels, factories, of-
fice buildings and certainly clinics and
The "Period" is upon us. The
"move" is underway. It should be,
however, carried out to perfection. No
longer is there a need, or an excuse,
for a dangerous approach, a difficult
door, hazardous stairs, unnecessary
and accident provoking split-levels,
too narrow aisles and corridors and in-
terior doorways. Let's provide one out
of each ten hotels and motel units and
at least one stall in every washroom
with the necessary components so
that it may be easily used by a wheel-
chairite. Let's design and build with
the total population in mind. Let's
abide by the A.S.A. Standard. Let us
create public buildings and facilities
that are truly Public.
Copies of the A.S.A. Standard and
other informational materials are avail-
able, free, from the Architectural Bar-
riers Sub-Committee of the Florida
Governor's Committee on Employ-
ment of the Handicapped, P.O. Box
7368, St. Petersburg, Florida, 33734.
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(Continued from Page 10)
the design of the building in an archi-
tectural sense; to know what the limits
of use would be; to know what they
would cost, and to know what kinds
of problems would be encountered in
dealing with the weather or earth-
quake or something of that sort. But
it would be folly in my view to expect
an architect to know, or to have a
tactical command of structure such
that he could perform the whole of
the arithmetic related to stability.
This may seem a rash thing to
say, but in fact if a person is going
to take responsibility for doing that
kind of work, he has got to be doing
it more or less day in and day out,
simply to avoid going rusty. And an
architect would do this so seldom that
it would not seem to me at all right
that he should take the responsibility
for any major calculations upon which
the safety of a substantial structure
would depend. I use the word sub-
stantial here because of course we
know that you can't call in an engi-
neer for everything; it would be a
nuisance to you and to him, and im-
practical. We have to be able to per-
form tactically up to a certain level,
but I do not believe we have to main-
tain both the tactical and the strategic
command of such a subject.
This is true generally of engineering
technology, and is, in fact, what I
believe our engineering friends should
expect of us. The main decisions can-
not be taken unrelated to the design
of the building as a whole, for build-
ing is a unity and the architect has a
unifying function. It is true that in
many cases you can have such a con-
sonance of outlook with an engineer
that your mind and his will evoke the
best in each, but this is not as often
the case as we would like.
Now, while I distinguish between
the kind of knowledge which I think
we must have about engineering and
the kind we don't have to have, I
distinguish in the same way between
those matters of science which we
have to know and those which I don't
think we need to deal with. Scientists
frequently talk about having science
as a discipline and engineers talk
about engineering as a discipline. We,
as architects, can talk about having
these disciplines at our command.
Now this I think is not sensible. Sci-
ence is a discipline which, in fact, very
(Continued on Page 20)
THE FLORIDA ARCHITECT
Witho4t Varrier4 ji the Pheysca4 ?/aadeicaped ...
The new Auditorium and Arena soon to grace the skyline of the City of St. Petersburg was planned
from its earliest stage by the Miami firm of Connell, Pierce, Garland & Friedman, Architects and Engi-
neers, and the firm of Pancoast, Ferendino, Grafton, Skeels & Burnham, Design Consultants, to be with-
out barriers to the physically handicapped. This has been the result of a conscientious effort on their
part not only to study and make note of recent publications on this very important subject, but also to
call upon their background of experience in this very important factor in the design of public buildings.
The sweeping drive that carries the patron to the main entry of this modern structure deposits
the person on the same level over which he will enter to the main concourse. The physically handi-
capped at this level will find that he is able to enter the Auditorium without ascending steps through
doors made wider than is normal to accommodate wheelchairs.
For the patrons suffering from deafness, special hearing aids will be strategically located throughout
the first floor seating area. Entry into the first floor meeting areas are also on the same level as the
concourse and without steps. For the wheelchair patron, a passenger elevator will travel between the
first and second floor concourses, and it is from this second floor concourse that the handicapped
patron will travel on a single level into the seating areas of the Arena. Again consideration on this level,
as throughout the entire building, has been given to extra wide doorways for passage of wheelchairs.
In the public toilet areas off the second floor main concourse level, we will find special provisions
'have been made for the handicapped there separate toilet and washroom facilities, including neces-
sary grab-bars have been planned. These will permit the handicapped person to avail himself of these
facilities without becoming confused or involved in the normal lanes of pedestrian traffic. Where
necessary, stairways are found; they have been planned to be easily ascendable and made as comfort-
ble as possible. It is believed this building will be available to a large segment of the people who
would, under less considerate design, find the building unusable.
I .t,,-' i-f- m.t:stn. :- ,
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Beachland Elementary School (project
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Controclor: Cluller Const. Corp, Miami
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R o o ts ..............................
ROBERT H. LEVISON
Last week I was approached by one
of our members and asked, "Do they
(the Institute, I suppose) really want
our opinions on the proposed changes
to the Mandatory Standards, or are
they just being courteous?"
Let's set the record straight! The
Institute most assuredly wants each
member's opinion. The officers and
the board value each man's opinion
and are guided by these opinions.
This, then, I believe is a real "Grass
Roots" approach. Without such re-
plies no sound judgments can be
made. After all, the official board
and staff exist at will and pleasure of
these "Grass Roots."
We in Florida represent one gen-
eral area of practice or another, and
things important to us may very well
not be too important to those in the
Midwest or the East, but a compila-
tion of all areas might well serve to
crystallize one good advance for the
profession. Indeed we have many var-
ied practices within our own region
- both rural and urban small town
and large city. For this reason alone
our opinions and thoughts on all
questions are wanted and needed.
What about these Standards? Do
we believe in them or give lip service
only? Check yourself while reading
this! How many are there? Could you
recite at least three-quarters of them?
Or at least their context? If you can,
you don't need to review them. If
you can't read them at once or soon,
you might quite inadvertently be
guilty of the sins we accuse others of
The Institute has attempted to
place the Standards into focus with
current practices and in addition, to
use exact terms and clear-cut lan-
guage. For the first time the Standards
use the word "competitive' and fur-
ther indicates and requires same of
Architects. Much of the language has
been clarified and made more mean-
THE FLORIDA ARCHITECT
ROBERT H. LEVISON
Director Florida Region
American Institute of Architects
Another item of importance is the
statement concerning the Architect's
responsibilities for his cost estimates
and a more specific reference to the
matter of fees and commission agents.
All these and may others need your
most thoughtful consideration and
comment, so please read, com-
ment and write the Institute on any
and all subjects of interest to you. We
all need your counsel, guidance and
Such, then is "Grass Roots" think-
ing -but lest it be said, "Where
Are YOU?" do it today!
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LOWER K-FACTOR MOISTURE
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ARCHITECTS-ENGINEERS-WRITE FOR FREE
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ANOTHER PRODUCT OF
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(Continued from Page 16)
few of us ever have to command. It
is, let me remind you, a technique for
acquiring new knowledge.
For various reasons it's not easy to
find engineers who share one's out-
look sufficiently to think with one as
a designer of a building and contrib-
ute to it creatively. A curious thing
happened shortly after the War in
the field of Physics, in that physicists
gave up substantially the study of
what we used to call practical Physics
-such subjects as heat, light, and
sound. The great Victorian and Ed-
wardian foundation of Physics lay in
the study of these natural phenomena.
Nowadays they've gone on, as is very
right and proper, to the challenging
new fields on the frontiers of physical
knowledge, the studies of particles,
low temperature physics, things of
that kind; and they left substantially
to engineers the carrying of the baby
of classical physics, insofar as engi-
neers needed it for much of their
Nowadays, it seems that another
change is taking place among engi-
neers who, becoming more science-
minded themselves, are inclined to
turn inward upon their own field, to
move toward the frontiers of engineer-
ing as a scientific technology and face
challenges within their own subject
matter such as the development of
new materials. I don't mean new
building materials; I mean entirely
new concoctions of fundamental or
specialized materials. It is very natural
for them to do so; they have got their
own life to live- not ours to live for
us. But it is again the fact that we are
in danger that nobody is going to look
after certain bodies of engineering
knowledge which we need as building
designers and this time I think it is
we who are going to be left to hold
a baby which we've not yet bothered
to pick up. We're going to be left
custodians as I see it, of several bodies
of knowledge which have been other
people's business, because we must
have them for building purposes. Per-
haps we are going to have to take
the responsibility for seeing that they
are studied and taught and embodied
in some new professional group. It is
in some ways a disturbing thought,
and I hope it won't be misunderstood
because I think it is very natural for
engineers and scientists to face the
(Continued on Page 23)
THE FLORIDA ARCHITECT
Florida a .
Note the "F" on the A432
bar. This is your assurance
of quality manufacture by
Florida Steel. Its minimum
yield strength of 60,000 psi
gives you economies in steel,
concrete and labor.
Specify A432 FLORIDA
STEEL Reinforcing Bars...
a rigidly controlled product of
CORPO RAT ION
"Sfeel we ta au wawt it"
TAMPA ORLANDO MIAMI
JACKSONVILLE FT. MYERS
WEST PALM BEACH
JOHN F. HALLMAN, JR., Pres. & Treasurer
MARK P. J. WILLIAMS, Vice-Pres.
G. ED LUNSFORD, JR., Secretray
FRANK D. WILLIAMS, Vice-Pres.
F. GRAHAM WILLIAMS CO.
"Beautiful and Permanent Building Materials"
CERAMIC GLAZED BRICK
BRIAR HILL STONE
CRAB ORCHARD FLAGSTONE
CRAB ORCHARD RUBBLE STONE
1690 MONROE DRIVE, N. E.
OFFICES AND YARD
SALT GLAZED TILE
GLAZED SOLAR SCREENS
UNGLAZED FACING TILE
ARCHITECTURAL TERRA COTTA
BUCKINGHAM AND VERMONT
SLATE FOR ROOFS AND FLOORS
PRECAST LIGHTWEIGHT INSULATING ROOF AND WALL SLABS
We are prepared to give the fullest cooperation and the best
quality and service to the ARCHITECTS, CONTRACTORS and
OWNERS on any of the many Beautiful and Permanent Building
Materials we handle. Write, wire or telephone us COLLECT for
complete information, samples and prices.
Represented in Florida by
MACK E. PALMER
1780 San Marco Blvd., Apt. 4
Jacksonville 7, Florida
JAMES C. ("Jamie") GILLESPIE
115 Orangeview Avenue
In Hospitals and Nursing Homes
Where dependability, cleanliness and quiet operation join efficiency
and economy as paramount considerations,
more and more Florida architects are turning to
F '~Z '"
* '. M.
For details on how natural gas can solve problems for
your institutional and commercial clients, contact your
local natural gas utility or FLORIDA NATURAL GAS
ASSOCIATION. P. 0. BOX 1658, SARASOTA, FLORIDA.
'SHOWN ABOVE, Upper left. Miami's Palms
Convalescent Home. Upper right, DeLand's
West Volusia Memorial Hospital. Middle
left, Panama City's Bay County Memorial
Hospital. Middle right. Tampa's Golden
i Shores Convalescent Home. Lower left,
Daytona Beach's Halifax District Hospital.
Lower right, St. Petersburg's Palms Retire-
ment Nursing Home.
THE FLORIDA ARCHITECT
t. ~C~B L~':'
(Continued from Page 20)
challenging frontiers of their own
lives, just as we have to face ours. But
it can't alter the fact that in the field
of equipment engineering, structural
engineering, and a number of other
branches of engineering technology,
certain kinds of things must be avail-
able to us at a high level of quality
and if these are no longer of interest
to those who propagated them in the
first place and made them their own
responsibilities, then we have no alter-
native but to take the initiative.
This brings me to examine a par-
ticular viewpoint about our profession,
which is that I believe our greatest
weakness now is the delusion that all
architects must be prepared for gen-
eral practice. We have been misled
by the idea of the universal man -
the great architect of the Renaissance
who saw knowledge totally. We have
tried to discharge our public responsi-
bility as we saw it by ensuring that
everybody who enters the profession
is capable of general practice. It is an
attitude shared by licensing boards.
It might seem at first glance to have
been an excellent thing and to have
been very well done. In fact, I believe
it to have been our greatest folly, be-
cause it has almost by accident led
us to ignore the importance of em-
bodying within the profession the spe-
cialization and research capacities
which, if you look at the profession
as a whole, it must be able to look
after. If you ask any intelligent layman
for an attitude on this matter he
would say that it is the responsibility
of every profession not only to guar-
antee good levels of practice but to
have the capacity to advance its own
knowledge. This means embodying
the specialization by which advanced
knowledge becomes applicable.
I think that architecture, as medi-
cine and as engineering have done,
must take the responsibility within the
profession for advancing architectural
knowledge and this means having a
core of specialists and research people.
If you do research, the people who
do research are, in fact, specialists and
they are the great kinds of specialists,
the kinds which are most valuable,
and we need those specialists for
teaching purposes. Otherwise, we will
spend our lives eating our own tails;
chasing around in circles at the
same level of knowledge. We've got
to contribute to our own body of
knowledge or in fact, we move on
from generation to generation of ar-
chitects with the risk of deteriorating
rather than developing. You must
plough back capital or the whole thing
will run down. I mean intellectual
capital. The profession has to redefine
its own idea of membership and not
expect everybody to practice generally
any more than the medical do.
I say that this omission is the
greatest folly we've ever committed
for it has left us in a very weak posi-
tion to take over the wider responsi-
bilities now unfolding before us. We
have got to be able to build own own
bridges to these specialized subjects
all around us, rather like building
bridges to pieces of territory over
which you must have a strategic as-
cendency if as an army, you are to
command securely your own field.
A by-product of all this, and a
valuable one, would be the important
strategic qualities of our minds, be-
cause it is true that through well-
conducted research and its accom-
panying core of well-trained specialists,
you can fertilize the profession with a
sense of long-term strategy of funda-
mentally important strategic ideas.
The clue to the problem of integrating
technology into architecture lies in
the kind of education and minds we
develop, and the ways in which we
decide to hold our knowledge. We can
encompass the body of knowledge if
we do it by holding it in the form of
theory, principles, strategic ideas and
exercising ourselves in their use. This
is the real clue to problem-solving
design--the real clue to influence in
the industry and the real clue to
doing our job as society wants it done.
Anchor Lock of Florida . 23
Arketex Ceramic Crorration 16
Dwyer Products of Florida 20
Dyfoam Corporation .20
Florida Column Company . 19
Florida Foundry and
Pattern Works .20
Florida Natural Gas Association 22
Florida Power & Light Company 14
Florida Steel Corporation . 21
General Portland Cement
Company . . . 6
Harris Standard Paint Company 5
Homosote Company . 24
Merry Brothers Brick
& Tile Company . 3
Miami Window Corporation 1
Portland Cement Association 4
Company . . . 18
Southern Bell Tel. & Tel. 14
Weyerheuser Company . 18
F. Graham Williams Company 21
Thousands of indexed designs
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THE FLORIDA ARCHITECT
Current Highlights ...
* KENNEDY'S TRUCE WITH BUSINESSMEN MAY BE BROKEN by the 1964 campaign. In the
past year, he has pushed efforts to get along with industry such as liberalized
depreciation and the investment tax credit. And he has backed the railroads on
featherbedding and allowed steel to raise certain prices. All this was designed
to line up business support for his tax-cut program.
But there'll be emphasis on welfare measures in next year's campaign, once
the tax bill is out of the way. Labor leaders will find it easier to reach the ear
of the President once again. But invitations to businessmen will prove
INDUSTRY SEEMS LIKELY TO AVOID STRIKES in key lines during the next year or two.
Labor peace is assured in steel. It's clear that no crippling shutdown of the rail-
roads will be allowed. And autos seem slated to follow a path to peaceful settle-
ment similar to steel's. Both unions and industry seem anxious to keep their deal-
ings from becoming an issue in the election.
CREDIT WILL BE TIGHTENED SOMEWHAT FURTHER as the year goes along. Coming shifts
to less ease will continue to be minor as was the one in May. The demand for
money isn't very great and officials don't want to throttle the business upturn . .
as they were accused of doing back in 1958 and 1959. But they figure that higher
interest rates will keep gold and dollars here.
Businessmen will hardly feel the shifts . unless a real boom develops and
that's not considered likely. In some cases, interest rates on short-term loans
will be raised a shade. But there will be plenty of money for legitimate bor-
SOME NEW PUBLICATIONS THAT MAY PROVE HELPFUL to fledgling companies have
been prepared by the Small Business Administration. They are available at no
charge from SBA, Washington 25, D. C. Here are the titles:
..."Offsetting the Higher Cost of Doing Business." This one provides point-
ers as to how to go about trimming expenses.
.. "Pricing Your Services for Profit." A guide to the cost elements that must
be taken into account in setting prices.
... "Mail Order Purchasing and the Small Retailer." Rules for being successful
in this very highly competitive field.
... "Small Business Experience in Seeking Credit." Where other companies
have been able to raise needed business capital.
THE GOP NOMINATION IN '64 WILL BE WON or lost in state primaries. That's the
prediction now being made by Republican leaders in Washington. It's virtually
certain that Senator Goldwater will be an active candidate; indeed, he is clearly
the front-runner the man to beat at this juncture. But Rockefeller hasn't
given up, despite his recent big loss of standing. He'll be in there battling if he
sees any ray of hope at all next spring.
The first confrontation will probably come in rock-ribbed New Hampshire in
March. Goldwater's showing will be highly significant because the Northeast
is a stronghold of liberal Republicanism and its leaders are hostile to the
THE NEW TRAVEL AND ENTERTAINMENT DEDUCTIONS: Here's a capsule rundown of
Internal Revenue's final regulations, including the liberalizations that were made
as a result of widespread protests. Effective date: August 1.
.. Quick business meals Tabs are deductible if meals are directly related
to business, even if business wasn't talked.
.. Entertaining at home You can deduct the cost of a business meal in
your home, just as you can at a restaurant-so long as the purpose was busi-
ness, not social.
S.. Entertainment for wives The cost incurred for your wife and your cus-
tomer's wife is allowed if his and yours are.
oammcttee on O ece Procedure Semenara...
* The Department of Professional Practice of the
American Institute of Architects, directed by
Robert J. Piper, A.I.A., is cooperating with the
Region and the Florida Association of Archi-
tects to make possible a Seminar scheduled to
begin at 9:00 A.M., Saturday, September 14th;
at the Palm Beach Towers Hotel, Palm Beach,
* The Seminar will be devoted to a review of the
new HANDBOOK OF PROFESSIONAL PRAC-
TICE, and discussion of how it may be used for
educational and practical purposes.
* Moderator for the program will be the FAA
Office Procedures Committee Chairman, Earl M.
Starnes. Various ChaDters of the Handbook will
be reviewed by the following.
1. .\I.\ llJndbo.k & Docum i nt, .. D.,n .l S-hi ..artzlm.il. lF. I.\ nd
Robert J. Pipur
r. The C.-.n trmlcti -n Indu tr' ...... .. E.rl NI. Starnes
.\I.\ ind Rc.,d k O n-iai/, i[r .. . ..... R,.h..rr H- I .-; .n
4. C .IrcL r in .\rclitLctur. .... ............. R- ...iijl \ 1Sp -in
q. Se ecit;:n ...f th, Ar\i itcLt .... ..... .. ............ R .n.ild .N Sp ihn
h. TI'he .\rchltectir, l ( )flcc .... ...... C'li ,: C .irer
S In prince and Surct B nd ... .. .. ... rrell R Harper
s Publi R lati,:ns ....... . ... R. -, rt [ Pip.er
': (.).\n r..\rchlitc t .\ E c i nts,... ............. ................ L uthli L., h in-,it
lIn. The .Arcltecl: & Thie C...- u1i!tant ..... D.m iel S'cA. irtzri,-.li F. l.\
P r 'i Lt P r ced ure ..... ........ ...
\\. rkminz Pr. .:< .i..i .
( nii rial C .. nd t i ni ....... ..... ...... ...
S ie c. r lCa .n ...... .. .. ... ....... ..............
C'..n trn cti'.n inrd C'.',t .An ial', s -.......
Se l cti.,n of C -.'ntra; .t'r.... ........
(.j ll)'' I. -C inti t [r .\Cr. n. n i i ..........
C ',_,n l ra.i t lh ,i i il t rj t .-' ............... .....
.Arbitrati.n & L Il C'.nccrn ......
C'.mprclheinrs e SN r F ie ......
........ C h .-irle, C'irt r
.. Le..n Sntr. F.\I.
.. ..... L
........... JTcfi-dl R. Ill rpcr
D.,n i n ehr!-. t :rtman. F.A1.
..... D>:3 n- F H ilfin-!er
. . i.. L lt h- r L.1 l ni it
.............. DL.iii F. IlllIlnr
........... [,; n Stet ...n. F.\IA.
...... C lint.. n G in-ibl,.. F l \
Dir3l 1cd irt.rmalt:'n -.III be mailed
to each merrber oT the Fli.:,rn..
/ .'- ,c -3 r ,-.:.r. ,7,t A rc h ir e c r M H .'. e e r
all rc:cr. athi.:.n l h.:'.uld be made
J.r-c:l, ,.lh I e H.:rel
Plan Now To Attend