Front Cover
 Current highlights
 Table of Contents
 Ahead lies a new venture
 Chapter presidents look to...
 Horizon homes national award to...
 To strengthen the profession
 Time and architecture
 News and notes
 Advertisers' index
 Current highlights
 Back Cover

Title: Florida architect
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00073793/00115
 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: January 1964
Frequency: quarterly
Subject: Architecture -- Periodicals -- Florida   ( lcsh )
Genre: periodical   ( marcgt )
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: VID00115
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
    Front Cover
        Front Cover 1
    Current highlights
        Front Cover 2
        Page 1
        Page 2
        Page 3
        Page 4
        Page 5
    Table of Contents
        Page 6
        Page 7
        Page 8
        Page 9
        Page 10
    Ahead lies a new venture
        Page 11
    Chapter presidents look to 1964
        Page 12
        Page 13
        Page 14
        Page 15
        Page 16
        Page 17
    Horizon homes national award to Mark Hampton, A.I.A.
        Page 18
        Page 19
    To strengthen the profession
        Page 20
        Page 21
        Page 22
    Time and architecture
        Page 23
        Page 24
    News and notes
        Page 25
        Page 26
        Page 27
        Page 28
        Page 29
        Page 30
    Advertisers' index
        Page 31
    Current highlights
        Page 32
    Back Cover
        Page 33
        Page 34
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-

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-
Uni versity- System* of- F lori da.

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- copyri ght. 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's-web site.

I ;

U**: I

Il^ ,,'t







-w 4*-- Z


Current Highlights...

* THE FIRST IMPACT OF THE COMING TAX CUT is likely to be felt a little before or a little
after April 1. That's when withholding rates on wages and salaries will come down,
though the bill itself may be signed somewhat earlier. While doubts about event-
ual passage still exist in many parts of the country, Congressional leaders make it
plain that action is certain.
Present thinking would have employers start withholding only 14% of
taxable income next spring . instead of the present 18%. Actually, the
House-passed bill says 15% on January 1, 1964, and 14% a year later.
But the lower rate may now be used to make up for cuts not enjoyed in
the first quarter.
clearer than ever now as economists firm up their forecasts for '64. The good busi-
ness news of recent months makes it hard to see any recession next year. Without
tax cuts, though, the economy will rise only moderately. With the cuts, business
could well be as good as this year . or even better . especially now that
President Johnson's competence is proving so reassuring.
Assuming those tax cuts, here-in capsule form-are the main outlines
of 1964 as a consensus of economists now sees them:
S.. Total output of goods and services-Gross National Product-will rise
51/2% to 6% ($30-$35 billion), from the $584 billion being estimated for
1963 to the $615 to $620 billion area.
S.. Industrial production will match this year's increase of 5%.
.. Housing starts seem certain to match 1963's 1.6 million.
... Unemployment will stay 4 million, as the labor force grows.
... Profits will go up 10% to an after-tax peak of $29 billion.
* PRICES ARE EXPECTED TO RISE ONLY A LITTLE in 1964, according to the projections of
government specialists. At wholesale, there may be further scattered increases
in certain materials as more companies near capacity. But competition among U.
S. and foreign producers will head off big jumps. Net, the price experts see the
wholesale index moving up by less than 1%.
Consumer prices will continue rising as in recent years-a little over 1%
annually . mainly rising costs of services. High productivity will let
many firms absorb higher costs.
* INCREASES IN WAGES DURING 1964 ARE GOING TO MATCH this year's hikes. The un-
ions are restless under the moderate guidelines set by the White House in 1962,
to check inflation. They see big profits and want more of the pie. But future in-
creases written into existing contracts imply a decline from this year's average. Un-
ions will have to push to get back to 1963 levels.
* SIGNS OF OVER-BUILDING ARE STILL POPPING UP-but they are not yet widespread
enough to cause serious concern. There's evidence of congestion in several large
Eastern cities-mainly apartment and office construction. But in most cases it's be-
ing allowed to work itself off before it creates serious problems. To be sure, va-
cancy rates have been edging up for a year, but they aren't worrisome yet . and
they center mainly in older apartments.
The recent high rate of contract awards assures a high level of building
activity for much of 1964. And, because of the jobs and materials orders
they create, the big backlogs also guarantee the rapid pace of business
rise already forecast.
* MORTGAGE INTEREST RATES ARE LEVELING OFF these days-which may be a prelude
to a slight upturn as 1964 goes along. Demand for money is rising with the rising
tempo of business activity. At the same time, lenders are getting less new savings
they can channel into mortgages. So competition for new real estate loans is not
quite as intense as it has been recently.
Mortgage rates were declining through last spring. But then they leveled
(Continued on Page 32)



-- l' _-I JILL

SWith our e.,'lu a-,e applied
tra3-:" the pnrimarl frame Ldan
te inlatiled a .3c. ,:,:ne tri .,:ti-' n
pro:;re with vi t. and ft -d
it._ in.:tall,:l t ~ later date.
Tric iriurR: n.:t .:.ni, th pri
te(.C .:.r, ,:. the hrii-, h .: the
S1. .- t but I-liniiriates :.: ll ib
-" au-Led ea'13' breakage.
adjustable t: cor n-rr
,I _:q uare" fran i

2 2 2' *iut t



J. A. J e Con r.;*'o' o: At,, .e n-a Contractor
W h ereverat e is usd it gie the tu r a q imrn *
o cin T first c *a i *. t h l pe ye

.O ., " K F WAYNE
,,t ^ ..,-.

Terrazzo by American Terrazzo Co., Dallas
J. A. Jones Construction Co., Atlanta, General Contractor

V iereVer terrazzo is used, it gives the structure a quality imprint *
Terrazzo has sheer beauty It can be designed in overall or decorative patterns in a wide choice
of color combinations The first cost of terrazzo is reasonable It has the lowest cost per year
of life of all floors according to data published by the National Terrazzo & Mosaic Association
* Trinity White's extreme whiteness makes a special contribution to terrazzo's beauty with a
truer matrix color-whether white or tinted.



Every lot of HARRIS paint is minutely and
scientifically tested under Florida's extreme climatic
conditions. To be accepted it must prove itself
unexcelled for color fastness, gloss retention, film
integrity, mildew resistance and durability.
These unseen qualities provide extra beauty and
protection and assure lower maintenance costs.
To meet the most rigid of paint requirements,
specify HARRIS your guarantee of
pre-tested high quality.


General Offices, Laboratory and Factory

laint technicians available for immediate consultation at these distribution centers:
:learwater, Cocoa, Eau Gallie, Fort Walton Beach, Jacksonville, Miami,
)rlando, Pensacola, Tampa, Temple Terrace, West Hollywood and
Vest Palm Beach, Florida. Birmingham and Mobile, Alabama. I



Architect: Robert B. Murphy, Orlando, Florida
Contractor: Jack Jennings, Orlando, Florida
Precast Units: Florida Prestressed Concrete Co. Inc., Tampa, Florida

' N* Pw t


jji;AAAAt Ata

The American Federal Savings & Loan Association Building in Orlando is completely
circular, with an ingenious facing of precast concrete. 120 precast units of a multiple
hexagon pattern, 3' wide by 20' high, enclose the perimeter. These were faced with a
blend of white quartz, and the diamond shaped interstices were closed with glass. The
unique design, cast to the architect's specifications in TRINITY WHITE CEMENT,
proves once again that only imagination limits the use of concrete . the versatile, eco-
nomical, permanent building material.

I F .rtl r r, r. i Bpi Fl.,ritl ii f.l',, ti,'l:, r, .uI ,' L cL Fl. ; l o '''r- n I.




ThiA bniek isI bni neu w

Though its appearance bespeaks the
dignity of use and age, Merry's St. Augustine
Face Brick (9-145) is fresh from the kiln,
giving you the strength and uniformity of
new material.
What's more, you may choose from four
other Standard ranges or 100% of any one
of five colors. Custom ranges are yours at
slightly higher prices.
For more information, ask the Merry
representative who calls on you, or contact
the company direct.

_l/ln4snn BLnariA
&hiLck &I+ Tl *a m p 6u1V



Florida Architect

lo T7hi Iase ---
Current Highlights . . . . . .. 2nd Cover
Ahead Lies A New Venture . . . . . . .
By Roy M. Pooley, President Florida Association of Architects
Charter Presidents Look to 1964 . .

and page 31
. . 11

Palm Beach Chapter . Daytona Beach Chapter . . .
Florida North Chapter . Jacksonville Chapter . . .
Florida South Chapter . . . . . . . . .
Florida Central Chapter. . . . . . . .
Broward County Chapter .. Mid-Florida Chapter . . ..
Florida North Central Chapter . Florida North West Chapter
Horizon Homes National Award to Mark Hampton, A.I.A . . ..

To Strengthen the Profession . . . . . . .
By Archie G. Parish, F.A.I.A., President Florida State Board
Chapter Officers -1964 ...............
Time and Architecture . . . . . . .
An address presented to The Florida South Chapter, A.I.A.
By A. M. Young, President Producers' Council
News and Notes
Convention Resolutions . School of Architecture .
Architectural Secretaries . Florida Central Meeting.
F.A.A. Board Meeting . Design Award . Cha

Advertisers' Index ....... .
Roy M. Pooley, Jr., President, 233 E. Bay St., Jacksonville
William T. Arnett, First V.-Pres., University of Florida, Gainesville
Richard B. Rogers, Second V.-President, 511 No. Mills Street, Orlando
C. Robert Abele, Third V.-President, 550 Brickell Avenue, Miami
H. Leslie Walker, Secretary, 620 Twiggs St., Tampa
James Deen, Treasurer, 7500 Red Road, South Miami
BROWARD COUNTY: Thor Amlie, Robert G. Jahelka; DAYTONA BEACH:
David A. Leete; FLORIDA CENTRAL: Richard E. Jessen, Frank E. McLane,
Frank F. Smith, Jr.; FLORIDA NORTH: Thomas Larrick, James T. Lendrum;
Barnard W. Hartman, Jr.; FLORIDA SOUTH: John 0. Grimshaw, Herbert R.
Savage, Earl M. Starnes; JACKSONVILLE: A. Robert Broadfoot, C. A. Elling-
ham, Walter B. Schultz; MID-FLORIDA: Fred G. Owles, Jr., Joseph N. Wil-
liams; PALM BEACH: C. Ellis Duncan, Kenneth Jacobson, Hilliard T. Smith, Jr.
Director, Florida Region American Institute of Architects
Robert H. Levison, 425 South Garden Avenue, Clearwater, Florida
Executive Director, Florida Association of Architects
Fotis N. Karousatos, 3730 S. W. 8th Street, Coral Gables, Florida
H. Samuel Kruse, FAIA, Chairman; Wm. T. Arnett, Fred W. Bucky, Jr.,
B. W. Hartman Jr., Dana B. Johannes.
THE COVER Concrete Ideas Center . .
Intended to provide builders, potential clients, home owners, and architects
the opportunity to examine new concrete products and treatments in walls,
patios, paving or structures without the usual "display" or "sample" stigma,
the ideas center is an open courtyard pavilion in Carrollwood Subdivision,
Tampa, Florida . The center was conceived as a permanent display in
which one might envision the versatility of current concrete products and
their various applications, primarily in the home building industry, and to act
as a springboard for ones own imagination . Actual development and con-
struction of the project was under the direction of Matt Jetton, Builder, in
conjunction with the Concrete Industries 1963 Horizon Home Program.
Materials were, to a great extent, donated by various suppliers and manufac-
turers in the Bay area. Architect for the Project was Mark Hampton, Tampa.
Photo by Black-Baker.

. 12
. 13
. 14
. 15
. 22
. 27
. 18

. 20

. 20
. 23

. 25
. 28
ges . 28

. 31
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, 3730 S. W. 8th Street, Coral Gables
34, Florida; telephone, 448-7454.
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.
. 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.
S. 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.

Acting Editor
Circulation Manager


NUMBER 11964





Miami Beach, Florida

door that's GUARANTEED

GUARANTEED as to materials . One homogeneous core
S SEVENPLY CONSTRUCTION of strong, tough, warp-resisting Fibron, edge-sealed to solid
white fir stiles and rails and face-bonded on each side to
2 three layers of cross-banded veneers to produce the 7-ply
construction for which Thompson doors are famed.
GUARANTEED as to production . Precision controlled at
Severe step, with every micro-accurate element bonded with
plastic resin and fused by special processing into a single
S' unit of quality craftsmanship, unusual durability and stability.
I i GUARANTEED as to performance . Edsonite doors stand
S-.. '''. up under rugged use, indoors or out, have demonstrated twice
the resistance to warping or twisting specified in the NWMA
.". .,, .door guarantee. Every Edsonite door-in flush panel gum,
.. luan, birch, beech, ash or walnut and in 1 1 standard sizes-
is covered by a written guarantee, backed by the integrity of

C-IWELDED INTO A SINGLE UNIT For information phone or write:

Each single element is process-bonded to the
others with a special adhesive that's water-
proof, rot-proof, bug-proof. This protective
coating is cured into a film that fills the
pores of each element, guards against mois-
ture penetration, prevents delamination, as-
sures dimensional stability.


M f r SER by T CE

Manufactured and guaranteed by THOMPSON DOOR CO. PHONE 696-5723



Solite lightweight masonry units eliminate the echoes and
reverberations that add up to nerve-fraying NOISE. .. are
naturally quiet... absorb up to 50% of annoying sound! With
Solite, a room full of kids, cowboys and indians is no more
than a muffled hum!
looking for QUIET? Build with SOLITE!

P ,A Green l] Cove Sp Fla., : ,eksill J ion, Va.,

More finishes to start with...

IntiltalaLon a Pickwjck Motor Inn Ploaneew, N Y
Archahtca Su'im~e Pjul A I A and Seymour 4armul, A I A

More thicknesses to choose from-



Don't confuse Homasote with all-about-the-same fibreboard deck-
ings! With Homasote you get all three: strength, insulation and a
selection of finishes for exciting new, open-beam interiors. "Easy-
ply" 2' x 8' panels are available with washable, white kraft paper
and vapor barrier-or with primed, natural, wood-grained, striated,
painted or cork surfaces. All "Easy-ply" is weatherproof, termite
and fungus protected. Write for samples and bulletins.
5-ply, 2.3 inch Roof Decking: F.H.A. Materials Release #455.
.s501 Trenton 3, New Jersey

F- ---------------I
Homasote Company, Dept. A-3
Trenton 3, N. J.
Please send additional data on your "Easy-ply" Roof
Decklinc, as checked:
El Send ] Send ] Have represent-
bulletins samples ative call
City __State_______




MIAMI'S BIGGEST MODERNIZATION JOB IN YEARS, transforming the 14-story El Comodoro Hotel
into the glamorous Taj Apartments, is almost a "clean sweep" for natural gas-40 tons of gas air
conditioning in public rooms, including rooftop lounge, restaurant and lobby-gas heater for spec-
tacular roof-top swimming pool--commercial ranges, ovens, fryers and broilers for the central kit-
chens-central hot water system, 117 ranges in all apartments, 11 dryers in tenants' launderettess"
on each floor, trash incinerator, 2 gas boilers for space heating ... the works!

Clearwater Beach features natural gas throughout for cooking, heating, water heating
and swimming pool heater. Biggest conversation piece among impressed patrons: 46
gaslites of both open torch and mantle types.

CHAIN REACTION-West Palm Beach Medical Building replaced two electric heat pumps with
Arkla natural gas air conditioning units. Owner was so pleased with results that he replaced one
remaining heat pump with an Arkla, and ordered two more 5-ton natural gas units for a new addi-
tion to the building.

GULF LIFE AIR CONDITIONS NEW OCALA OFFICE-10 tons of natural gas air conditioning with
zone controls for maximum efficiency are providing ideal year-'round climate for new Ocala office
building of Gulf Life Insurance Co. Ocala Manager H. W. Gillis reports, "Very well pleased!"

K COOKING WITH GAS... 14-STORIES UP! Fort Lauderdale's palatial Four Seasons
Apartments on Sunset Drive is adding a spectacular rooftop restaurant fourteen stories
up... all-gas kitchen, of course! Management well satisfied with gas-fired central
water heating system.

ments, Gainesville's newest and largest, have natural gas boilers for central water heating, gas
cooking and space heating in all of the 168 individual apartments .. .

tion Army will serve its famed meals for the needy from an all-natural-gas kitchen. Dishwasher,
steam table, water heating and boiler for heating system round out the extensive natural gas fa-
cilities of one of the Army's most modern centers.

Harold Huff of Jackson Manor-South Florida's newest, largest and finest convalescent
and nursing home in Miami Jackson Hospital Complex-"We can't say enough for our
natural gas service." Included: Standby natural gas powered electric generator in ad-
dition to complete heating, hot water and kitchen installations.

Y.W.C.A. YOUNG WOMEN'S CONDITIONED AIR. Young ladies at St. Petersburg's Y.W.C.A.
now enjoy maximum comfort, while the management enjoys maximum operating economy and
ease .. all brought about by a new 25-ton air conditioning system powered by a natural gas in-
ternal combustion engine.

with one set of ducts serving living areas and another for sleeping quarters, enabled single 5-ton
natural gas air conditioning system to serve impressive two-story residence of Dr. Dewitt Daughtry
in Miami's exclusive Bay Point residential area.

Reproduction of information contained in this advertisement is authorized without
restriction by the Florida Natural Gas Association, P.O. Box 1658, Sarasota, Florida


74e 4A4 Preudent 4ood to 1964...



Florida Association of Architects

As you settle back to read this
month's Florida Architect I sincerely
hope you can reflect on a pleasant
and happy holiday just concluded and
that your particular crystal ball con-
tains a picture of vigorous good health,
new prosperity and personal happiness
for 1964.
As we enter the new year, FAA will
embark on a new venture holding
great promise. By now, Fotis Karou-
satos will have assumed his new duties
as Executive Director and FAA will
begin to respond to a new hand at
the helm. It is a time for serious
reflection and new resolution.
Our profession is naturally endowed
with an enormous field of interests
and has available to it more worth-
while and inspiring challenges than
can possibly be met. As with each of
us, our combined energies necessarily
must be channeled into a limited
number of projects in order that we
may achieve a measurable degree of
At the January 24th and 25th Com-
mittee and Board meetings we should
be able to define and set about ac-
complishing our major objectives of
1964. Meanwhile, I take this means of
suggesting to you some of the areas
which, in my judgment, require our
urgent attention.
1. Craftsmanship Awards Program.
The Convention adopted a program
calling for a chapter by chapter and
statewide Annual Craftsmanship
Awards Program. This has proven to
be an exciting and rewarding effort in
the chapter areas where the program
is already being conducted. This pro-
gram publicly recognizes and accents
our profession's interest in, and ap-
preciation of quality, and particularly
recognizes the excellence of individual

craftsmanship. It has significantly and
favorably affected the attitudes of
craftsmen in local areas and can be
expected to have a profound effect on
the quality of craftsmanship through-
out the State.
A committee has been appointed
with instructions to prepare a detailed
brochure on the combined experience
of participating chapters and describ-
ing the mechanics for conducting a
successful awards program.
Each chapter will be urged to make
immediate plans for its awards pre-
sentations during the month of Octo-
ber, in order that the first annual
state awards may be presented at the
Awards Banquet of the 1964 Con-
2. Legislative Program. The Special
Study Committee is currently review-
ing legislation with respect to the
Architect's Registration Act and at-
tempting to analyze the needs of our
profession in this respect. Also under
scrutiny are the attitudes and emo-
tions of members of our profession, as
well as those of legislators, public
officials and the various other interests
in the construction industry relative
to the Registration Act. From the
deliberations of this Committee we
hope to obtain recommendations for
modest but attainable goals for the
1965 Legislature and, more important,
a statement of long range objectives
on which to base our future efforts.
3. Survey of the Profession. It has
been many years since any kind of
comprehensive study has been made
of our profession in Florida. We have
nearly concluded one phase of a new
study concerned with the civic and
organizational activities of individual
architects. (If you have not completed
and returned your information in this

effort, I strongly urge you to do so
While this data will be of enormous
value to the chapter officers, FAA
officers and staff, it is obvious that
we also need reliable and current in-
formation on the economic strength
of the profession. I therefore propose
to initiate an uncomplicated survey
designed to make available such facts
as: the total volume of construction
under the direction of the profession,
the number of people employed di-
rectly and indirectly by the profession,
our economic contribution to the
State and other such pertinent data
as will assist us in promoting the pro-
fession with business interests. This
same survey should be of great value
also in providing us with a better in-
sight of our strengths and weaknesses
and will no doubt provide a sound
base for future productive programs.
4. The Architect's Image. It is ele-
mentary that virtually every activity
of each chapter and the Association
is (or certainly should be) directed
in some manner toward creating a
favorable image of the profession.
However, it does seem to me that we
virtually insist on hiding our light in
a barrel, with only a few knotholes.
We do now have numerous meetings
-we do discuss vital and interesting
topics-we are engaged in important
(Continued on Page 30)

efaAter Pwe4deent4 oo4 7T 1964 ...

Palm Beach


One of our national A.I.A. publica-
tions states that "the ways in which
A.I.A. advances are as numerous as
its members. Shape and direction, suc-
cess or failure of this program depend
on the active participation and initi-
ative of every individual member."
We of the Palm Beach Chapter plan
to make 1964 the year of the indi-
vidual member.
Membership in our Chapter passed
the 100 mark in 1963, and an organi-
zation of this size should be able to
wield a considerable amount of influ-
ence in the community-far more

than has been evidenced to date. By
utilizing the talents of all our members
- individually and collectively we
intend to make our professional voice
heard throughout our Chapter area.
Many Planning Boards, Zoning
Boards, Capital Improvement Com-
mittees of communities within our
area sit without an architect member
or consultant. City and county com-
missions commit vast sums of public
funds on planning and building pro-
grams without professional counsel. In
1964 we will try to rectify these situ-
ations through a program designed to
stress the many advantages which an
architect's training and experience
could impart to such Boards and
Too often architects-through their
silence-will fail to support a highly
constructive program, or will condone
an ill-conceived one. This year our
Chapter proposes to act positively on
matters affecting the public interest
wherein our particular talents qualify
us to so act.
Along with other Chapters in the
state, we of the Palm Beach Chapter

are beset by unqualified and unregis-
tered persons practicing architecture.
As part of a long range program, we
have been conserving treasury funds
for the past two years to retain legal
counsel to help us combat this prob-
lem actively. This year will see the in-
stitution of this program. To supple-
ment the legal action, our public rela-
tions program for the year will be gear-
ed to point out the many benefits to
be gained by retaining qualified archi-
tects for building projects of all sizes.
Taking the lead from other Chap-
ters, we plan to inaugurate the Crafts-
men Awards program in 1964. We
feel this is a valuable undertaking to-
ward increasing the quality of work-
manship within our area, as well as a
public relations tool for the Chapter.
Finally, to draw our own members
closer together, we are again picking
up the long-abandoned Beaux Arts
Ball. We feel that the working to-
gether and planning together aspects
of such a social function will strength-
en the bonds of friendship among our
members, and result in a stronger

Daytona Beach


Last year the chapter tried a quart-
erly meeting plan with some success
and improvement in attendance, usu-
ally we have nine corporate members,
eight associate members and about
seven of the allied members. The al-
lied membership program was adopt-
ed in this chapter to permit the at-
tendance of many friends in engineer-
ing, drafting, utilities, landscape and
other fields, who wish to take part in
chapter functions.
We have had program material
consisting of displays, films, round
table discussions, and had in attend-
ance guest groups consisting of build-

ing officials, realtors, finance repre-
sentatives, appraisers and others.
As with other chapters, our stand-
ard problem is obtaining attendance
of the busy corporate members and
we do not claim to have a complete
answer to the problem.
We are hoping in 1964 to continue
the quarterly meetings and the plan-
ned programs.
The Chapter has become involved
with finance people and downtown
business leaders to attempt to bring
some thinking into the problem of
the decay of "Downtown." All we can
indicate at this time is hope.


Florida North


The Florida North Chapter under
the leadership of Past President
Thomas Larrick had an eventful year
in 1963. The ground breaking cere-
mony for the New College of Archi-
tecture and Fine Arts Building, the
increase in attendance at meetings
was quite prevalent and several com-
mittees came to life. This has started
and set the course for the on-coming
With able assistance and faithful
co-operation from the membership of
our Chapter, the officers for 1964
will continue this course with inten-
sification on more committee activity.
Chapter committee assignments for
the coming year have been made. Se-
lections have been based on "work"
ability potential, interest, and qualifi-
cations. This method leaves much to
be desired; however, a more active par-
ticipation in committee work should
be the end result.
The Chapter plans to have month-
ly meetings during the coming year.
The meeting day is scheduled to be
the 3rd Friday of every month. The
odd month meetings (January, March,
May, etc.) will be devoted to the con-
tinuation of the "Dinner-Program"
type meetings. The even month meet-
ings (February, April, June, etc.) will
be devoted to "business and work-
shop" meetings. This schedule of
meetings should retain the interest of
both the architectural faculty and
practicing architect chapter members,
with this balance of academic "pro-
grams" and practical "workshop ses-
A special committee has been
named to serve as Co-Host Commit-
tee with the Jacksonville Chapter
Convention Committee to assist in
the planning of the coming Florida
Association of Architects Convention
in Jacksonville.
Upon following the progress sched-
ule of the New College of Architec-
ture and Fine Arts Building at the

University, it is quite apparent that
certain assistance from this, chapter
will be essential, in the forthcoming
dedication ceremony. As a matter of
fact this assistance may be requested
from all chapters of the FAA. This
will be an ideal time to project the
"image" of the Architectural School
and its entire faculty thru-out the
State of Florida.
The basic aims of the Florida North
Chapter for the year 1964 will be
determined by the chapter member-
ship. These aims will come forth at
the chapter meetings (workshop ses-
sions) and will result in committee
investigations, findings and recom-
The basic aims of the President for
the year 1964 will be for increased
attendance, committee action, and
for an increase in membership.
Many every day problems of the
practicing architect will be covered
this year. Presently too many "why's"
exist. Some topics for the workshop
sessions will be: "Communication of
FAA to the Local Chapters," "Archi-

tect-Engineer Relationship," "Why
does the Development Commission
have a complete roster phamplet of all
the Engineering Firms in Florida in
their Promotional Packet?", "Why
haven't the Architect's prepared one
similar?", "What is necessary for
greater unity among architects in our
Chapter?", "Who has a thorough
practitioner's understanding of the
Lien Law revisions passed by the last
session of the Legislature?" Some of
these questions are somewhat loaded
but should certainly start the ball
rolling in the workshop sessions.
In conclusion, I must confess that
I am looking forward to an eventful
year for 1964.



Many fine achievements have been
realized by the Jacksonville Chapter
since it obtained its Charter in 1955.
However, we recognize that general
participation in Chapter activities by
all members has gradually narrowed
to a point of concern. Therefore, we
will attempt to build back the vital
interest and responsive desire in the
membership that is certainly basic to
the achievement of goals and the per-
petuation of our responsible position

in the community. This will certainly
take time beyond the coming year,
but we can place emphasis in this
area in 1964 and, perhaps, start the
current in that direction.
The 1964 FAA Convention, to be
co-hosted by the Jacksonville Chapter
and the Florida North Chapter, will
present a welcome challenge and an
opportunity to develop a broader
scope of activity by the entire Chap-
(Continued on Page 14)

Jacksonville . .
(Continued from Page 13)

ter. We will certainly tap the energy
and talents of most Chapter members
in providing the FAA Convention
Committee with the facilities and
stimulated community interest to hold
a highly successful convention.
In keeping with the general prep-
aration for the Convention environ-
ment we plan to expand our public
relations program and strengthen com-
munity interest in the activities of our
profession. We have already begun
activities in this direction and will
have a graphic illustration of con-
struction progress in Jacksonville, pre-
pared by the- Metropolitan Planning
Committee as a public service, pub-
lished in the local Chamber of Com-
merce Periodical, Jacksonville. We
expect to pursue this activity and
accomplish a similar project in the
coming year. We will also broaden
the responsibilities of our public rela-
tions consultant.
A continuing effort to encourage
the development of a County Building
Code will be a significant activity
next year. A Chapter meeting program
will be devoted to an open discussion
with the County appointed Building
Code Advisory Committee. A Jack-
sonville Architect serves as Chairman
of this group. The Legislative Com-

mittee will continue to actively parti-
cipate in local and state governmental
matters of significance to the profes-
sion, and will lay the groundwork for
Chapter participation in activities
such as the adoption of a County
Building Code.
One of the highlights of our pro-
gram for 1964 will be our Annual
Craftsmanship Awards Banquet. The
Craftsmanship Awards program is ex-
panding each year and is beginning to
attract widespread community inter-
est. It is our understanding that
interest in this program is developing
at the state and regional level of the
Institute and that more advanced
awards may become available in the
A realistic effort by our new Design
Committee should mesh very well
with the activities of our Convention
Committee and Public Relations
Committee and, perhaps, render a
valuable service to individual Chapter
members by focusing their attention
on several stimulating ideas proposed
by the Institute. We hope that we
may be able to emphasize, to inter-
ested Chapter members, the main
points of the Comprehensive Practice
series appearing in the AIA Journal.
We are, of course, very sincere in
our motives to stimulate more interest
in participation among all Chapter
members, both senior and younger,
and expect that our program will have

to be somewhat dynamic in some re-
spects to accomplish a positive result.
We must act with determination in
this important area. Our approach
must be tactful, and in an effort not
to have our best laid plans backfire,
we will bear in mind a simple lesson
phrased by Ogden Nash:
"Any hound a Porcupine nudges
Can't be blamed for harboring
I know one hound that laughed
all winter
at a Porcupine that sat on a
Nevertheless, we will continue to
"nudge", ever so gently.

Florida South


The Florida South Chapter looks
forward to another outstanding year
of service to our profession and com-
munity. Nineteen hundred and sixty
three, under President Earl Starnes,
was a very active year for the member-
ship of this chapter. Even with all of
the time and effort required as Host
Chapter for the National Convention,
we did not'neglect our other respon-
It is with this knowledge, that the
newly elected Executive Committee
feels that we can push forward with
those Committee Programs that
have been so active this past year.

This includes Public Relations, Codes
and Zoning, Community Develop-
ment, Award, Design, Exhibits and
School Planning.
Much needs to be done to keep
pace with the education of architects,
not only our Academic Program in
schools and the young architect-in-
-training program; but the continuing
education of our registered architects
in practice. We hope to have more
active office practice and hospitals
and public health committees, plus
interest in FAA Seminars to encour-
age our practicing architects in keep-
(Continued on Page 15)

ing abreast with the ever changing
requirements of design, materials, and
office practice.
It seems that in the year ahead
there will be much talk and planning
for the development of our downtown
shopping and business district, plus
the Urban Renewal Program. As the
designers of our environment, it is
imperative that our chapter and the
individual members take a strong and
vigorous part in the development of
the South Florida area.
We hope to enlist a greater number
of our membership in participating in
our committee programs and the
problems of the chapter. Far too

It is expected that Florida Central
Chapter, in early 1964, will experi-
ence that somewhat rare phenome-
num of a "split" in its geographical
area. A majority of the corporate
members in Bradenton, Sarasota, and
points south have expressed their de-
sire to form a new chapter composed
of those counties now in Florida Cen-
tral, south of the Pinellas, Hillsbor-
ough, and Polk County lines. Regret-
ting the loss of the regular companion-
ship of many of our cherished friends
and most faithful workers, they re-
ceived our blessings and assurances
of paternal support during their for-
mulative period. The matter is now

much of the activities of this chapter
are supported by the same small nuc-
leus of our membership. I'm sure
that each member must have some
particular area in which his interest
could be aroused, to the extent that
he would devote his time and talents
to solving the problems of our pro-
I am honored that my fellow mem-
bers have elected me to serve as Presi-
dent of the Florida South Chapter for
1964, and God willing, I will carry
out the programs set forth by the
Executive Committee to the best of
my ability. I hope that I can count
on each of you to do your share.


in the hands of the Octagon where
final approval is expected early in
Conceived in honor, soon will be
heard the lusty cries of a'borning in-
fant, the eleventh member chapter
of A.I.A.'s Florida family circle!
As to the remaining core of Florida
Central? Rather than being weakened,
we expect the exact opposite, and the
same applies for the yet unnamed new
chapter. By diminishing the tremen-
dous distances and area of the past,
efforts in all fields can be much more
forcefully exerted and pinpointed; a
higher and more.stable percentage of
membership attendance at meetings
can be expected, and certainly com-
mittee activity will be enhanced and
made more vigorous through localiz-
ing the committee groupings, as
against being spread across the vast-
ness of Florida landscape as in the
As is generally the case, the advent
of a new administration brings prom-
ises of bigger and better chapter plans

for the future; this is as it should be.
Based on the sound foundations of
bygone years of devoted activity by
earlier colleagues, the ambitions of a
brighter tomorrow must be advanced
and carried out, else we betray not
only our earlier counterparts, but our
contemporaries as well. We are con-
vinced that our program for the next
twelve months will at least partly ful-
fill our ambitions, yet we cannot be
so naive as to believe that all phases
will immediately bear fruit; if we can
plant a healthy acorn, it will be to
our credit that we have set the stage
for a strong and spreading oak for
the future.
As of now, we are setting the fol-
lowing in motion:
A complete revision of our chapter
by-laws, conforming to the latest
A.I.A. Advisory Form. This entails
the format of the Commission-Com-
mittee standard, parelleling that of
the National Organization. Institu-
tion of the status of Professional As-
sociateship and the discontinuance of
Junior Associateship.
Formulation of a continuing pro-
gram of "Advisory Committees"
available to County, Municipal, and
School Boards. This will fill a void
in a very important civic responsibility
and, as a by-product, will reflect fa-
vorably on the profession from the
standpoint of public relations,-pro-
vided the program is wisely and dis-
creetly administered.
A closer working liason with the
National Institute and the F.A.A.,
the Producer's Council, cultural
groups in each area of the Chapter,
and the School of Architecture at
University of Florida. This program
in its entirety will be vigorously
Formulate the groundwork for fu-
ture competitions for Architects and
Work in conjunction with the
F.A.A. program, as well as our own
local programs, in the area of Crafts-
manship awards.
Appropriate recognition of public
officials, lay organizations, etc., for
their outstanding achievements in
fields of interest to our profession.
Provide more and better support
for the Florida Architect; a planned
program of submission of articles,
graphics, and general notes of interest.
Consideration of transforming loc-
al community architectural leagues or
societies into divisions of our Chapter.
(Continued on Page 22)

Florida Central

4 4,*.



- -n~~ --r-~'~~ -. - -.

~-~--- ..-~--~-----



o A'm-,
^ ^*;T^ ,ri.
-.il ^. Li- Sa1 *


i -~





A *



*~ A, P..





some people think he has

1. i



i. tA~4d i '*1



He knows that modern women not only like living
electrically they want more of it! Women want it
by the house-full.
And by the same token, the woman-pleasing answer
to a new home or apartment is one that merits the
Buyers and renters have been pre-sold that the
MEDALLION offers the most in Better Living Elec-
trically. They look for it.
Successful builders know from experience that all-
electric homes sell faster . all-electric apartments
rent easier.
Realtors recognize that the MEDALLION is a power-
ful selling aid . today's "best seller" in the new
home market.
Architects are fully aware that MEDALLION HOMES
permit the utmost flexibility in design. In kitchen
and laundry, flameless electric appliances are tops
in space-saving.

Electrical Contractors know that MEDALLION
HOMES with major electric appliance installations ..
and modern lighting. . and Full Housepower wiring
. . just naturally add up to more business.
Every segment of the building industry benefits by
the trend to all-electric living . and by the tremen-
dous, multi-million dollar, national advertising program
for MEDALLION HOMES, backed up locally by
Florida's electric companies.
The "switch" is on to MEDALLION HOMES
and apartments throughout Florida. It's a fact:
MEDALLION certifications in 1963 were 37% higher
than in 1962 in the- area served by Florida's four
investor-owned electric companies.
You can profit by participating in the MEDALLION
HOME program. For full details, call your electric
utility company . always at your service!

More and More it is Recognized that
Basic requirements for homes or apartments certified for the

ing electric range, electric water
heater, and other major electric
amp. service entrance and enough

switches and outlets for modern
lighting provision for comfort,
safety and beauty.

Florida's Electric ( n-op i 7 /,.1,-,11 Investor-Owned



- U;

Hm orio Homes

Ntationacdt e4ward .

Project Associate

Structural Engineer


Interior Design

Landscape Architect





The plan for the house explains itself as you walk through it.
Essentially, the main considerations were to develop within 1800
sq. ft. of inside area a home that would be dignified yet exciting,
to create spaces that would have a strong relationship to each
other, yet that had their own identity and privacy.
The kitchen was located rather centrally so the mother could
supervise her children's activities from that point as easily as pos-
sible, also in order to take effect of the magnificent views both to
the left and right as you look through the windows to the lake.
In addition, because of the close relationship and the openness
between the kitchen and the family room, these two spaces become
one area-this lends a great deal of versatility to the total space.
The children's bedrooms admittedly are a different shape than
is usual, however, each area within the room is for a particular
function-the bed fits into its alcove, the desk occurs out of the
traffic area and at a point where the person sitting at the desk can
look out of the window. There is a space for the chest of drawers,
dresser or other furniture desired.
The landscaping around the house, with its rolling mounds, has
been so designed that privacy is established around the terrace areas
and a visual excitement introduced by the changing heights, plains
and foliage.
The structure is made up of precast, prestressed concrete in
varying shapes, concrete block and cast concrete brick.
The concrete block with their cores doweled with reinforcing
rods an,d grouted become, in effect, six foot wide columns occurring
(Continued on Page 21)


Page eighteen .

This page . .

Page twenty one .

South elevation
showing formal
and informal
shaded terraces
from adjacent
Above, plan. Be-
low, Living room
terrace featuring
pebbled concrete
paving and cast
cement brick gar-
den seat.
* Above, North ele-
vation, west sec-
tor, typical non-
loadbearing cast
cement bloc k
w a I I screening
carport area. Cen-
ter, living-dining
room showing cast
cement brick in-
terior exterior
wall used
throughout the
house. Below, Ex-
terior night per-
spective showing
contrasting cast
cement brick and
stucco exterior
Wall textures.



Preaident o4 74 State Beard Zdook to 1964...

To Strengthen

the Profession

Florida State Board of Architecture

During the past several weeks we
have been shocked by tragic events
which have taken from us our beloved
President, John Fitzgerald Kennedy.
It has been brought home to us with
brutal clarity that "it can happen
As in the past, when tragedy has
struck our country, we have already
closed ranks and have exhibited to
the world a solidarity of purpose which
cannot and will not be misunderstood
or misinterpreted.
As we enter the New Year, we
must again pledge to exert our every
effort to insure continued progress in
the months to come. This is not only
true on the broad scope of interna-
tional and national affairs, but is more
so on the local and "grass roots" level.

An old saying, lost in antiquity,
goes "Great Oaks from Little Acorns
Grow." How true is this in our daily
lives! We must have a pride in our
country; our professions, whatever they
may be; and in our own endeavors.
If we become lax in our personal en-
deavors and principles, such laxity re-
flects first on our professions and then
on our communities.
It is my deep personal hope, as we
go forward into 1964, that each and
everyone of us will assess our respon-
sibilities and will strive to strengthen
our profession.
As in every line of endeavor be it
religious, political, humanitarian or
personal effort, we are only as strong
as our weakest link. We must be alert
to possible weaknesses and through

personal and combined effort, forge a
strong and unbreakable front.
Let us briefly review the problems
in our own profession. Have we, dur-
ing the past year, taken every reason-
able precaution to insure that we have
served our communities to the best
of our abilities? Have we taken it
upon ourselves to correct weaknesses
in our structure even though such ac-
tion may result' in recriminations
(Continued on Page 31)

Chapter Officers-1964

President ---------Victor A. Larson President ___________Ellis W. Bullock, Jr.
Vice President ________ James M. Hartley Vice President _----_Thomas H. Daniels
Secretary _________George D. Storrs, Jr. Secretary ___________-- Hugh J. Leitch
Treasurer _______----- Robert E. Todd Treasurer _______ B. W. Hartman, Jr.
President --__ ------Francis R. Walton President __------- James E. Ferguson, Jr.
Vice President ------ William A. Faust Vice President --- -- Francis E. Telesca
Secretary ---------- David A. Leete Secretary ------Charles S. Broward, Jr.
Treasurer __---------Ernest H. Notz Treasurer ------ 0. K. Houstoun, Jr.
President __ ---- ---- Dana B. Johannes President ------- James 0. Kemp
Vice President ---- Jack S. McCandless Vice President ----- James E. Clements
Secretary ------- James J. Jennewein Secretary -.------ John Pierce Stevens
Treasurer -------- D. Thomas Kincaid Treasurer ----------- William H. Kent
President ---------Frank G. George President __------- Robert B. Murphy
Vice President ------- Lester N. May Vice President --- Harold W. Johnson
Secretary --_ ------ John L. R. Grand Secretary --------John B. Langley
Treasurer ---------- McMillan H. Johnson Treasurer __------ Wythe D. Sims, I
President Pearce L. Barrett President -------- Robert W. Wening
Vice President ------ Prentiss Huddleston Vice President Jack Willson, Jr.
Secretary ---- --- -- Charles F. Kuhn Secretary ___ __- _--- John B. Marion
Treasurer ___ ---- -David A. Potter Treasurer -------- -Richard E. Pryor


Horizon Homes...
(Continued from Page 18)

throughout the house. Concrete
"channel" shapes which are six feet
wide and two and one-half feet high
which have been precast, and pre-
stressed in the fabricating yard prior
to delivery-bear on these concrete
block columns. These channels, once
in place, serve several functions: they
are the beams on which all of the
other roof structure bears, they, be-
cause of their shape, form a cavity
through which the air conditioning
ducts extend, and they form a low
plane which has been used to define
the areas in the bedrooms, the closets,
the baths, and the covered portions of
the outside terrace areas.
From a visual standpoint they add
a dramatic dimension to the feeling
of space in the house-their lowness
by contrast with the higher areas ac-
centuate the difference.
The remaining roof area is precast,
prestressed concrete "planks" that are
four inches thick, and 4' wide which
extend from channel to channel. An
inch and a half covering of rigid in-
sulation has been applied to the roof
surface and a built-up tar and gravel
roof applied to this.
The grooves in the ceiling are the
joints between each individual slab-
these become, and were planned to
be, prominent features in the design.
For example, these grooves have a
distinct relationship to the divisions
in the windows and doors, and further,
even to the divisions in the terrace
slabs. These kinds of relationships are
relatively subtle but important parts
to integrated and disciplined design.
The brick walls are 8" x 12" cast
concrete units. The color is integral
and they have been exposed inside
and out. The contrast between the
textured brick and the smooth con-
crete surfaces emphasized the differ-
ence between materials.
All of the concrete block walls, i.e.,
those walls that form the small
"boxes" in different parts of the
house, have been plastered with ce-
ment plaster on the exterior and have
received wall-board on furring trips
on the inside. Two of the walls plus
the kitchen cabinets have received
wood panelling-actually this panel-
ling is a plastic laminate and because
of this, will wear better and last
longer than conventional wood panel-

~. !I

flI .1;

Florida Central ...
(Continued from Page 15)
An organized, selective, and well-
documented program of membership
,enlargement as well as attendance
and general participation efforts.
Lend greater support and integrate
more fully the valuable activities of
our Ladies Auxiliary with our own
Chapter. In the past, our ladies have
done a yeoman job in behalf of the

Sanford Goin Fund and other worthy
projects; their interest, though never
flagging, should be made even more
fruitful if in closer proximity to Chap-
ter interests.
-And so it goes; minor items not
mentioned above are already in the
works, and unforseen matters will
arise. To say the least, we expect an
interesting year!



Broward County


The year 1964 will, from all indi-
cations, be one of considerable con-
struction activity. Our area will un-
doubtedly enjoy a major portion of
this anticipated growth. In fact, dur-
ing the last few years, we have wit-
nessed a tremendous activity in new
developments, residential and com-
mercial. It is quite obvious that we,
as Architects, are not contributing
As officers for 1964 we earnestly
hope to guide our Chapter in pro-
moting Architecture in our immediate
area by letting the public become
aware of the contribution that we, as
Architects, are capable of making. In
order to achieve this, the following
steps will be taken:
Increase attendance at our meetings
and increase our membership.

Establish a closer relationship be-
tween City and governmental officials
and the A.I.A. Keep the Chapter in-
formed of any legislative decisions
that would affect our profession.
Let the general public hear more
and see more, through newspapers,
etc., about Architects and Architec-
ture. More Architectural representa-
tion and active participation in Civic
affairs. Provide, from our Chapter,
speakers to discuss their various proj-
ects and present the Architects' view-
Convince the Building Industry
that we, as Architects, are a part of
this industry and prove it by closer
cooperation and assistance.
Encourage better Architecture by
producing quality work. Let the public
'recognize that an A.I.A. Architect
represents top performance.
Encourage active participation by
all Chapter members by assigning
Committee duties of some sort to
each and every member.
Effect a closer tie between the
Chapter members, their officers and
the F.A.A. We cannot function as a
Chapter unless we all are willing to
work together.
Every effort will be made to give
both the State and National Associ-
ation our very best cooperation.

The objectives of the Executive
Committee of the Mid-Florida Chap-
ter for the year 1964 are two-fold,
namely, to unify the existing member-
ship into an effective unit of the Flor-
ida Association of Architects, and to
project the activities of the Chapter
into the civic and professional life of
the various communities within its
With the firm conviction that vig-
orous committee action is the basis
for the accomplishment of these ob-
jectives, the newly elected Executive
Committee has proposed a further re-
vision of last year's Committee Struc-
ture. The form follows the five Com-
missions recommended in the AIA
Document No. 1-201, 1963, Advisory
Form of Chapter By-Laws, Special
By the formation of a minimum
number of committees, with each
committee being chaired by an Of-
ficer or Director, it is hoped that work
of the Committees can be controlled,
kept within the immediate scope of
the Chapter and, through constant
review by the Executive Committee,
be directed toward our objectives.
It is the hope of this Chapter that
the architects of the six Counties as-
signed to the Mid-Florida Chapter
will join in the overall effort to bene-
fit the profession and its members.
The formation of AIA Sections has
been encouraged.
(Continued on Page 27)

~e41deitc ~ 76~ ~ gace'?4' ~

TIME and


The Producers' Council, Inc.

"For a few minutes I'd like to have
you think with me on the subject of
Time and Architecture. I doubt very
much if anything I say will be sur-
prisingly new or shockingly different.
I do hope, however, that by present-
ing some old ideas in a different con-
text, your thinking will be stimulated
and you will be projecting relation-
ships which heretofore may have es-
caped your thinking.
If I were to ask each one of you
in the room your opinion of archi-
tecture, it would be only natural that
you could be accused of being biased
in your answers. After all, a great
many of you are architects who are
giving your lives to your profession.
Obviously, you think it is important.
The engineers and the producers' rep-
resentatives, together with other mem-
bers of the building industry, who
are here, and who are closely related
with the architectural profession could
also very naturally be accused of being
biased in their answers.
Therefore, let us note the opinion
of a man at whom this accusation
could not be made. I refer to that
famous American historian of a few
generations ago, William Hickley
Prescott. In his renowned work, The
Conquest of Peru, he says in the fifth
chapter and I quote: "The surest test
of the civilization of a people at
least as sure as any-afforded by
mechanical art is to be found in their
architecture which presents so noble
a field for the display of the grand
and the beautiful and which, at the
same time, is so intimately connected
with the essential comforts of life."
Note Mr. Prescott's mention of
both the esthetic and the utilitarian

purposes of architecture. Truly, here
is a profession where art and science
unite to serve man. Let us consider
why both the utilitarian and the es-
thetic purposes of architecture are
vital. Basically, of course, this is be-
cause the total reaction of architecture
on people is the result, we might say,
of two vectors: one of these is the
thinking they do about the building,
and the other is their feeling concern-
ing it.
Even those of us closely connected
with architecture are likely to over-
look the fact that people spend a
great percentage of their lives in build-
ings. People are born, live, work,
study, play, relax, and convalesce in
Perhaps the utilitarian purposes of
architecture are the easiest to under-
stand and appreciate. Certainly, it is
easy, today, to see how the work of
the architect and the engineer have
increased our ease of living even in
the past several years, and most par-
ticularly in the past generation. I'm
sure many of you arising on a cold
morning give thanks for the thermo-
stat and the modern heating equip-
ment in your homes, and find that
your nostalgia for the home of your
boyhood gets a sharp chill on such an
occasion. Those of you who have
traveled considerably over the years
and have, therefore, had to spend
some time in hotels find no difficulty,
I am sure, in appreciating the im-
provement in the standard of living of
the American traveler which has been
brought about by modem architec-
Another aspect of the improvement
in the utilitarian purposes of archi-

tecture is obvious in the efficiency and
the ease of maintenance of modern
commercial and industrial buildings
and in institutions. Even a quick trip
and a few casual glances in a modern
office building readily point up how
much easier such a building is to
maintain than one of 20 or 30 years
Many of us are inclined to take the
improvement in our hospitals and our
schools pretty much for granted. We
can have the shock of our lives if we
can find a hospital with an old wing
and walk through it and then, into
the modern wing of such an institu-
tion. We do not have to be hospital
experts to observe the improvement
in efficiency and the ease of mainten-
ance which have been attained
through improved architecture.
I am sure most of us have long
since recognized the vast difference
between the frowning fortresses you
and I- went to school in as compared
with the light, airy, and pleasant
school buildings that have been the
environment of most of our children.
However, the success of an archi-
tectural project is, as you and I know,
not dependent on utility alone. How
people feel can greatly influence how
they react and how well they perform,
for architecture can literally control
the way people feel. I can recall my
first vague feelings as a teenager con-
cerning buildings. I recall I liked
some, and some of them I didn't. As
I grew older, I began to recognize a
few of the reasons why I was favorably
impressed with some buildings and
bothered by others. I reached a climax
here a few weeks ago when I was in
(Continued on Page 24)

Time and Architecture...
(Continued from Page 23)
Washington. I was riding with some
members of the AIA staff when we
went by a pizza shop of pure Tudor
design. I remarked to one of my com-
panions that there was something
about a pizza shop of Tudor design
that sort of touched me right in the
pit of my stomach!
I'm sure many of you could put
into expressive words what I have
tried to say about the importance of
the esthetics of architecture. However,
by far the best comment I know of
is one made by Mr. Lawrence B. Per-
kins in his book entitled Workplace
for Learning. Mr. Perkins says and
I quote: "The school building must
be a setting which makes more effec-
tive the work or play going on in and
around it. It must contribute to and
intensify the appropriate mood for
each activity-be it exhilarating or
serene-and it must do this inten-
"It is, then, with the art of school
building rather than with the science
that this book is concerned. And not
art in the sense of adornment, not
something vague called beauty, but

a disciplined art, a conscious attempt
to influence mood and attitude of an
'audience'." This is the power of
And yet, so few beyond the archi-
tect realize or appreciate this tre-
mendous influence of architecture.
This importance must be sold to
adult America. It must be generated
in the consciousness of our children.
If we were successful in this, think of
the benefits that would come to our
country if the majority of our popula-
tion were allied with the architect in
the demand for better architecture.
I suppose it's natural that few
people outside of the architectural
profession-with the exception of
other members of the building indus-
try who work closely with architects
-have any real appreciation of the
long, hard road from the beginning
to the fulfillment of an architectural
project. Consider the fundamentals:
the first is understanding the objec-
tive of the project, something the
architect must do even when the own-
er does not. Then, identifying the
problems that must be solved if the
objectives are to be successfully and
economically met. The architect must
identify these problems to which oth-

ers may be completely blind.
The next step is creating the de-
sign. Almost a thankless job because
everyone will certainly not like the
design no matter what it is. An elder-
ly friend expressed his philosophy to
me sometime ago. When I heard it, I
felt perhaps this was the philosophy
an architect should assume. First, be
your own greatest critic, and then
strive only to please yourself. This
would have at least one advantage: at
least one person would be completely
satisfied with the design.
Then comes the step of developing
specifications: details details de-
tails. The other day when I was think-
ing about the details in connection
with specifications, I casually thumb-
ed through the "D" section of the
dictionary looking for adjectives that
I felt were applicable to the details
involved in specification writing. Here
are a few of them that appealed to
me: damnable, dangerous, deft, de-
manding, deceitful, daft, deliberate,
durable, discreet, dogmatic, devour-
ing, delicate. I'm sure each of you
has a few choice ones you could add
to that list.
The next step is that of selecting
(Continued on Page 29)

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-
ciecy . cut down wasted time and effort. For instance:
DiaT 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

Southern Bell
...Q U'Juihhe iu


News & Notes

Convention Resolutions . .
WHEREAS Roger Wade Sherman
A.I.A. (1900-1963) was the first full-
time Executive Secretary of the Flor-
ida Association of Architects, serving
from 1956 to 1960; and
WHEREAS he served as Editor of
The Florida Architect, the Official
Journal of the Florida Association of
Architects of the American Institute
of Architects, from its founding in
1954, developing it from a small bro-
chure-type publication to a full-fledged
professional journal of outstanding
quality; and
WHEREAS he was forceful in
the advancement of architecture, a
gifted editor, a writer of lucid prose,
strong in support of measures for the
common good, and valiant in the
cause of Florida architecture; there-
fore be it
RESOLVED, That Roger Wade
Sherman, in recognition of his many
accomplishments, in gratitude for his
service to the Association, and in
memory of him as a friend, be made
post-humously an Honorary Member
of the Florida Association of Archi-
tects of the American Institute of

WHEREAS, studies completed by
reliable national research organiza-
tions show that INTERAMA will be
seen by 15 million visitors annually;
will generate additional tourist busi-
ness valued at $1 billion annually
and Florida State tax revenue, at $40
million; and will benefit stores, hotels,
restaurants, and other places of busi-
ness up and down the length and
breadth of Florida, automatically cre-
ating 100,000 new jobs all over the
WHEREAS, there is pending be-
fore the House of Representatives of
the United States Congress the Area
Redevelopment Bill with certain
amendments, including the Cuban
Refugee Amendment, which if adop-
ted, would assure participation of the
U. S. Government with a Federal
Exhibit Building and Latin America
exhibit pavillions in INTERAMA
and speed its construction as the first
permanent international exposition,
with consequent cultural and eco-
nomic benefit to all Florida and our
NOW, THEREFORE, be it re-

solved that The Florida Association
of Architects of the American insti-
tute of Architects hereby approves
the Area Development Bill, with
amendments as proposed, and urges
Florida's Congressional Representa-
tives to vote for passage of that bill.

WHEREAS during the past year
the Supreme Architect of the universe
has seen fit to call from their earthly
labors several members of the Florida
Association of Architects, namelW
Garry A. Boyle, AIA, Tampa.
J. Frank Bradley, AIA, Miami.
A. Eugene Cellar, AIA,
Philip M. Jullien, AIA, West
Palm Beach.
Clarence J. Parman, AIA,
Edwin T. Reeder, FAIA, Miami.
Lee Roy Sheftall, AIA,
Coulton Skinner, FAIA, Miami.
WHEREAS these Architects have
served their fellow men with skill and
diligence and their profession with
devotion; therefore be it

RESOLVED, That the Florida As-
sociation of Architects record its sense
of loss and feeling of sorrow at the
passing of these valued members of
the profession; and be it
RESOLVED further, That the As-
sociation express to the families and
associates of these architects its sin-
cere and heartfelt sympathy.

WHEREAS the 1963 Convention
Committee under the leadership of
Herbert R. Savage has persuaded us
to leave our customary abodes for a
land of pounds, shillings, and pence;
for a tropic isle of pink-powder sand
set in the iridescent waters of the
sea; and
WHEREAS the Committee has
induced us to give up our educational
programs and our building exhibits
for the Limbo, the Calypso, and the
Bikini: Therefore, be it
RESOLVED, That the Convention
Committee be congratulated and
commended for enticing us to play
hooky from our offices and our homes
to meet amid the beauty and the
romance of Grand Bahama.
(Continued on Page 28)

The University of Florida's new home for its College of Achitecture and Fine
Arts is beginning to take shape on the University campus. The $1.5 million
complex is scheduled for completion early in October, 1964. Shown above,
the one story unit on the left, in early construction stage, will house two
lecture halls. The portion to the right will house the University's first exhibition
hall and the four story unit in the background will house classrooms for students
in architecture, building construction and art. A third unit, which cannot
be seen, will provide facilities for administration and an architectural library.
Concrete wall panels for this unit have been poured on grade in the foreground
and will be hoisted into position.






in money, simplified operation, time due to solid copper storage tanks-
saved and fuel storagehacilities reinforced with steel-and Ruud's
eliminated, uniform high standards.

WHEREVER YOU ARE! Contact your local
natural gas utility for details on natural gas service.
Or write Florida Gas Transmission Company, whose
transmission lines serve major areas of Florida as
shown on this map. Address P.O. Box 44, Winter
Park, Florida.

FLORIDA GAS COMPANY serving: Miami, Jack-
sonville, Orlando, Daytona Beach, Lakeland, Eustis,
( Tavares.
serving: West Palm Beach, Palm Beach, Lake Worth,
Delray Beach, Boca Raton.
L.O."J PEOPLES GAS SYSTEM serving: Miami Beach,
Tampa, Hollywood, Ft. Lauderdale, North Miami.

Members Florida Natural Gas Association L


(Continued from Page 22)
It is the hope of the Executive
Committee that the activities of the
Chapter can be community oriented,
and that the membership will become
more closely identified with efforts
which need our support. Currently,
members are very active in the Art
activities of the community, with
special emphasis toward the Florida
Symphony, also serving on City and
County Boards related to the build-
ing industry. Through proper direc-
tion and encouragement, such interest
and activity, cannot but help to better
the profession and the community
which it serves.





Aims for the Florida North Central
Chapter of the American Institute of
Architects for the coming year, 1964,
fall into nine categories as follows:
Initiate programs which will stimu-
late active membership participation.
Prepare an exhibit for public dis-

It was an honor for me to be asked
by the membership of the Florida
Northwest Chapter to serve a second
term as President. During the past
year, I have enjoyed the members'
support and cooperation, together with
their enthusiasm. They made my job
not only easier, but a pleasure.
1963 was an active year for our
chapter. Our members have repre-
sented us and our profession on a
national, state and local level. Also,
we are fortunate to have a member on
the State Board of Architecture. We
have been active in community affairs
as members of zoning boards, plan-
ning boards, Chamber of Commerce
committees, civic improvement and
development committees, and have
worked closely with the A.G.C. and
other construction industry associ-
ations. In all these activities, the
chapter both individually and col-
lectively-has been, and will con-
tinue to be, of increasing service to
the community as well as to the pro-
Emphasis will be placed in 1964 on
continuing and improving our rela-
tions with the construction industry,
allied professions and our communi-
ties. The chapter will present Crafts-
manship Awards in recognition of
excellence in the building trades.
We are still concerned with the

play showing works of local architec-
tural firms.
By every possible means acquaint
high school students with the profes-
sion of architecture.
Formulate a plan with the Cham-
ber of Commerce and other organiza-
tions for revitalizing the Tallahassee
downtown business district.
Assist in establishing an Art Mu-
seum in the City of Tallahassee.
Cooperate, assist and work with

"image of the architect". We will
seek a better relationship with the
press. Through improved public rela-
tions, we hope to improve this
We will strive for increased at-
tendance and participation in chapter
meetings and affairs. Six chapter meet-
ings are planned for 1964.
Having a chapter composed of ener-
getic members earnestly dedicated to
upholding the high standards' of the
AIA, I cannot help but believe that
1964 will be a year of great accom-

other local organizations in obtaining
and preserving buildings of historic
significance in the local area.
Establish a craftsman award for ex-
cellence in local building construction.
Encourage members to actively par-
ticipate in all state and national A.I.A.
Conduct two meetings within the
year to include wives so that all mem-
bers become better acquainted social-
ly as well as professionally.

Florida North West


USE A432


Use Florida Steel A432
bars in all construction requir-
ing quality reinforcing bars.
"Its Minimum yield strength
of 60,000 psi means more
strength per dollar... real
savings in steel, concrete
and labor.
Note the "F" on each A432
bar... this is your assurance
of a reliable, rigidly con-
trolled product of American


"Stee/ eaen ryo eavnt i"

News & Notes

(Continued from Page 25)
WHEREAS Verna S. Sherman has
been serving temporarily as Editor of
The Florida Architect in addition to
her other duties with the Florida
Association of Architects; and
WHEREAS, under sometimes try-
ing circumstances, she has discharged
her duties as Acting Editor with dili-
gence and competence; therefore be
RESOLVED, That the Florida As-
sociation of Architects express its sin-
cere thanks and its lasting apprecia-
tion to her for her splendid accom-
plishment in the operation of The
Florida Architect.

Architectural Secretaries ...
Newly elected Officers for the
Architecural Secretaries Association of
Miami for the year 1964 are: Presi-
dent, Magda Kulhanjian; First Vice
President, Clara McDowell; Second
Vice President, Sally Brady; Record-
ing Secretary, Muriel Reynolds; Cor-
responding Secretary, Viola Lewis;
Treasurer, Millie Sargent; Directors,
Lucy Munzner and Rae Kessler.
The Association membership con-
tributed immeasureably in assisting
the Florida South Chapter, AIA,
Hosts of the National American Insti-
tute of Architects Convention at the
Americana in May.
Funds accumulated through various
activities of the members in the
amount of one thousand dollars were
donated to the Variety Childrens
Hospital (Miami).
At the Annual Bosses Night Dinner
Robert J. Boerema, A.I.A., was
crowned Boss-of-the-Year.

Florida Central Meeting . .
. Immediately following the after-
noon business session of the Decem-
ber fourteenth meeting of the Chap-
ter the Executive Director of the Pre-
stressed Concrete Institute, Robert J.
Lyman of Chicago, addressed the
members. "The Integration of Struc-
ture and Esthetics" was the subject of
his address which included a film
presentation. J
Following a late afternoon cocktail
hour and evening dinner, the newly
elected Chapter President Dana B.
Johannes presented the moving docu-
mentary film "Sacrifice and Resurrec-
tion". The film, dealing with the
bombing of the ancient Coventry

Cathedral is an inspiring story of the
planning, construction and re-dedica-
tion of the new edifice.
The color and music of the film
are magnificent. Solution of the prob-
lems involved in the creation or re-
creation of the modern Cathedral
with all the. regal ecclesiastical and
royal trappings of Old England were
extremely interesting to every archi-
tect, and guest, attending the show-
The film, first shown in the United
States at the American Institute of
Architects Convention held at the
Americana in May, was shown by
President Johannes to various reli-
gious, art and civic groups throughout
the Tampa Bay area and was in every
instance well received.

F.A.A. Board Meeting . .
Official notices announcing the
first meeting of the F.A.A. Board of
Directors for the year 1964 have been
mailed by Secretary H. Leslie Walker
to all Directors, Alternates and Chap-
ter Presidents.
The meeting, called by President
Roy M. Pooley, Jr. for Saturday, Janu-
ary 24th at 10:00 A. M. will be held
at the George Washington Hotel in
All Chapter Directors and Presi-
dents are urged to attend this first
meeting for the year.

Design Award . .
The architectural firm of Pancoast,
Ferendino, Grafton, Skeels & Burn-
ham have received special commenda-
tion for the design concept of the
Miami-Dade Junior College classroom
and administration building. Your
February Florida Architect will carry
an interesting article on this written
by Lester C. Pancoast, AIA.

Changes ...
James C. Padgett, A.I.A., announ-
ces the opening of his new office for
the practice of architecture as of Janu-
ary first at Suite 117, Lawyers' Profes-
sional Building, 2051 Main Street,
Curtis C. Haley, A.I.A., 214 Al-
hambra Circle, Coral Gables, an-
nounces the moving of his office to
Suite 301 of the same building. Phone
-HIghland 8-0371.

Time and Architecture...
(Continued from Page 24)
the materials. Decisions-decisions-
decisions. And always, the eternal
compromise. For a product can only
be designed and made to ideally meet
one narrow set of conditions which,
in reality, it rarely, if ever, meets.
The final step in what I have re-
ferred to as the fundamentals is esti-
mating the cost. For no matter how
hard an architect labors to secure the
right answers in terms of architecture
and engineering, the score is kept in
Then comes the fulfillment phase
of an architectural project-the let-
ting of bids-those anxious dangerous
days-when an idea is about to be
born-and perhaps the question on
the architect's mind is: "Will it live?"
If it does, there is a selection of gen-
eral contractor. And I am sure in the
heart of every architect at this phase,
is the thought that might be expres-
sed with the question, "What will
this stranger do to my child?" The
third step, of course, is the purchase
of materials and services. This is the
point where the big question arises,
"Do the specifications really mean
anything?" At this point, I sometimes
think about a situation where a per-
son would take a prescription which
a physician has given -him and on
handing it to the druggist to be filled,
have the druggist say, "By filling this
with materials other than what have
been specified here, but just as good,
I can save you about 15%." I suppose
most of. us would be greatly shocked
if this ever happened. It does make
one think.
Then, there is the supervision of
construction. That time that tries
men's souls. The bone-hard problem
of making a dream become a reality.
And finally, there is that day of
completion. I suppose some have ap-
proached it as did the young civil
engineer who had designed his first
bridge. It was a rather sizable struc-
ture joining two states, and on the
day of the dedication, instead of go-
ing to the ceremonies, he went up
the river, out on a promontory where
he could get a good view of the struc-
ture. The governors of the adjoining
states drove out on the bridge, cut
the ribbon, and the traffic began to
roll across it. As it did, and the bridge
became fully loaded, it suddenly de-
veloped a little kink right in the
middle, at which point the engineer

snapped his fingers and exclaimed in
a loud voice, "I knew I put that deci-
mal point in the wrong place!"
With the completion of any archi-
tectural project, there enters the vil-
lain-Time. What comes with time?
Burning sun. I wonder if the average
layman has any conception of the
surface temperatures on a roof even
on a cold day. What comes with
time? Driving rain. Those prying,
tiny, powerful fingers that make us
wonder how-in any way-water
could get through the structure. What
comes with time? Corrosive atmo-
sphere. For the corrosive atmospheres
of our industrial communities and
our seashores are almost unbelievable.
I can remember on board ship watch-
ing a bank of metal around a thermo-
meter tube almost disappear before
my eyes day by day. What comes with
time? Snow and sleet. That cold, icy,
wet shroud. What comes with time?
Wind, dust, sand-ask any Arab or
any Westerner. All this demon brood
of weather. And in addition, people
-people, who wear, who misuse, who
abuse, who destroy-for the vandal is
with us still. He may not crouch
around his campfire outside the walls
of a Roman encampment anymore,
but he's still here.
Besides the vandal, there are those
people who do not maintain or who
give improper maintenance. I'm sure
you've had some observations that
have paralleled mine. Recently, I was
in a new hotel that has been some-
what in the architectural press of re-
cent months. I was particularly im-
pressed with the architect's use of
space. I was told that there were
somewhere around 5,000 people at-
tending meetings at the time I was
there and, yet, at no time in the meet-
ing rooms, in the corridors, or the lob-
bies did the hotel seem to be crowd-
ed. But .as I looked around, I was as-
tonished at the way the hotel was
being abused. I'm sure you've had
similar experiences.
The great English poet, John Mil-
ton, made several comments that I
feel are appropriate here. Milton said,
"Time, the subtle thief of youth."
But time can steal as much from
architecture as from youth and as
quickly. For again, John Milton said,
"The lazy, leaden, stepping hours,
whose speed is but the heavy plum-
met's pace."
This villain of time would be quite
enough, but there is a second villain.
One that actually gets on the scene

before the first one I mentioned. I
call this one the "pinch." It's com-
posed of the press of soaring labor
costs-the ever increasing burden of
taxes which, combined with the mill-
stone of obsolete codes and the de-
mands of a worried and nervous own-
er, sometimes force quality to be jetti-
soned for the sake of the immediate
dollar. We ought to always remember
that event a penny held too close to
one's eye can blot out the whole sky
Do you recall what happens to you
and to me when we sacrifice quality
for dollars? Let me give you a simple
example. You've decided you need a
new fishing rod or a new set of golf
clubs, or whatever you will. You've
thought about it for some time, and
you know exactly what you need.
Comes the day you walk into the
store, up to the clerk-he asks 4,yp
how he may serve you and you tell
him what you're looking for. He
brings out a couple of samples and
one of them is just exactly what you
want. And then you say to him,
"How much is this?" The price he
names is quite a bit more than you
had anticipated paying. If you're like
the rest of us, you generally say, "Do
you have something that isn't quite as
expensive?" So he brings out a couple
of other samples and you look them
over and select one. It isn't exactly
what you wanted, but it's pretty close
to it. And the price is much more
reasonable. So you buy it.
Do you recall that as you used this
device-whatever it may haye been-
you began to wish you had spent the
additional money and secured the
qualities that would have actually pro-
duced the benefits you wanted?
I am sure you and I-from time to
time-see new buildings where this
process has happened in the course
of purchasing materials . new
buildings that already are waving flags
of warning of the shabbiness to come.
We have a real selling job to do.
Only the combined cooperation of
every sector of the building industry
can assure America of the architecture
of which she is capable and to which
she is entitled. We need to remember
that good ideas can't sell themselves.
I hate to take issue with a great
American like Ralph Waldo Emerson,
particularly when he isn't here to de-
fend himself, but you and I can make
the best mousetraps in the world, and
no one is going to come and take
them away from us. They have to be
(Continued on Page S0)

-Unusual bleeding or discharge.
A lump or thickening in
the breast or elsewhere.
A sore that does not heal.
Change in bowel or bladder habits.
Hoarseness or cough.

Indigestion or
difficulty in swallowing.
Change in a wart or mole.
Ifyourdangersignal lasts longer
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.

"SINCE 1921"

Architects' Supplies

Complete Reproduction

433 W. Bay St.
Jacksonville, Fla.


Time and Architecture...
(Continued from Page 29)
sold. The pages of American indus-
trial history are strewn with the bones
of good ideas that failed because they
weren't sold. Let me give you a couple
of examples.
If you ask people who invented the
steamboat, I doubt very much if you'll
get many answers other than Robert
Fulton. Yet, Robert Fulton did not
invent the steamboat. However, he
deserves the credit because he not
only designed and built a steamboat,
but he sold the idea of steamboats to
the American public. The man who
first invented the steamboat couldn't
sell the idea. And you'll have to dig
through the history books even to
find his name.
If you were to ask people in the
great American Cornbelt who invent-
ed the metal plow, I am sure the al-
most universal answer would be John
Deere. Yet, John Deere did not in-
vent the metal plow. But John Deere
deserves the credit because he not
only designed and built a metal plow,
but he sold it to the farmers of Amer-
ica and of the world, and it changed
the character of agriculture. The man
who actually invented the metal plow
couldn't sell the idea and he died
almost a pauper.
No . quality will not sell itself.
We must sell the concept of quality
and not only must we sell it, but the
architect and the engineer must de-
sign in lasting beauty and specify in
trouble-free quality. The producers
must ever strive for that true economy
of product that comes only from
quality properly suited to the need.
And the contractor must perfect and
use those techniques that will not
only cause the dream of the architect
and engineer to become a reality, but
will assure its never becoming a night-
America and the building industry
must face the issue. We can have
buildings designed in three easy les.-
sons with "or equal" material whose
only assured results are low bids and
shabby futures . put together with
easy supervision that has its back to
the job and its hands in the owners'
pockets, or . we can build an
America of which we can be proud,
the investor thankful, and the com-
ing generations challenged.
In closing, I must remind you that
no one person in this or any other
room is big enough or powerful

enough to assure the future you and
I would like to see. It cannot be
guaranteed by law or code, though
this might help. Only the combined
cooperation of enough men will as-
sure it-enough architects and engin-
eers-enough producers and their re-
presentatives-and, enough contract-
ors-enough men whose vision of
what America can be is not blurred
by tfhe "quick buck."
May I leave you with this thought:
Samuel Taylor Coleridge, the great
English writer of a century and a
half ago, in his play, "The Death of
Wallenstein," has one of his char-
acters say:
"Of great events,
Stride on before the events,
And in today,
Already walks tomorrow."

A New Venture..
(Continued from Page 11)
public and private endeavors our
work does have an enormous influence
on the lives of all of our citizens-
and somehow we seem almost reverse
in our failure to achieve effective
public communication.
There seems little reason why we
can't take the two extra steps required
to present ourselves effectively. Good
architecture, of course, is our primary
presentation and in this we produce
our share of success. But surely we
should be able to orient our major
meetings to the public interest and
invite the public to siare these events
with us.
It is my hope we can make sub-
stantial progress in this direction and
in addition that we will be able to
create an effective FAA program di-
rected primarily toward Florida news-
paper publicity directed to the general
In the above I have attempted to
outline goals for particular emphasis
in 1964. The outline is broad and so
are the objectives. Their attainment
will require the dedicated efforts of
the profession, and to continuing the
many established current programs. In
my judgment, they are capable of
fulfillment, and with the additional
staff assistance now available, we will
embark on a new era of achievement.
With deep gratitude for the past
efforts of so many and an eager
acceptance of the challenge of the
future, I wish for all of us a year of
progress and achievement.

President State Board...
(Continued from Page 20)
against us or have we gone along with
the tide depending on "John" to do
it? Have we willingly given of our
time to better acquaint our newer
members with the heavy responsibil-
ities of our profession? Have we indi-
vidually and jointly done every possi-
ble thing to raise the standards of
ethics in our chosen field of endeavor?
If we can honestly respond in the
affirmative to these questions, we
can then rest assured that our pro-
fession can only increase in stature
and respect in the months and
years to come.
Let us all prayerfully rededicate our-
selves to the purposes which have
made our country great. Let us give
promise to ourselves, our associates,
our communities and our country that
through our personal efforts, we will
strive to perform our duties and re-
spect our profession so that no stigma
of disgrace in laxness of standards may
fall upon us.
I speak -to you for your Board in
that we, individually and collectively,
will do everything within our power
to assist each and everyone of you in
making the coming year one of which
we can all be proud, and we extend
to all of you and yours our sincere
wishes that the coming year will be
a most fruitful and happy one.

A. R. Cogswell . . 30
Dunan Brick Yards 3rd Cover
Florida Investor Owned
Utilities . ... 16- 17
Florida Natural Gas Assn. . 10
Florida Natural Gas Associa-
tion Florida Gas Trans-
mission, Florida Gas Com-
pany, Peoples Gas System 26
Florida Portland Cement
Division . . 4
Florida Steel Corporation . 28
General Portland Cement-
Trinity White . . 2
Harris Standard Paint Company 3
Homasote Company . 9
Merry Brothers Brick and
Tile Company . . 5
Miami Window Corporation 1
Solite Corporation . . 8
Southern Bell Tel. & Tel. Co. 24
Thompson Door . . 7
F. Graham Williams Company 31

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



G. ED LUNSFORD, JR., Secretary



"Beautiful and Permanent Building Materials"

TRINITY 5-0043 l


l. . 1690 MONROE DRIVE, N. E.



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

1780 San Marco Blvd., Apt. 4

Jacksonville 7, Florida

Telephone: 398-7255



Current Highlights . (Continued from first cover)

off. In 1964, the supply-demand relationship may shift still further. Mort-
gage rates might then edge up slightly. They don't usually move fast
even in a real boom.
ows an Administration that business can live with. Johnson has made it plain that
he won't be anti-business. His every act has shown he is in full control of the ma-
chinery of government-in command of foreign policy . domestic programs
. and the course he wants Congress to follow.
Johnson's first contacts with Congress have cleared away the uncertain-
ties over the ultimate passage of the tax-cut bill. At the same time, he has
satisfied the economizers-and the business community-with assurances
of fiscal frugality. The verdict seems to be that confidence has been pre-
served and that the business impact of the White House change will be
* WILL KHRUSCHEV LAUNCH A NEW COLD-WAR CRISIS to test the President and keep him
off balance? Some observers in Washington fear he may. They know the Soviet
Premier has staked his policy on peaceful coexistence with the West. BRukahey
recall that the Communists rarely pass up an opportunity to fish in troubled wat-
ers. And Russia sees Berlin as unfinished business.
* LOOK FOR JOHNSON TO APPOINT BUSINESSMEN to important posts in the government
-just as Truman and Kennedy did along with Eisenhower. Johnson understands
and likes practical business types . and thinks much like them. One of those
with whom the President has been conferring from his first days in the White
House, for example, has been business leader Robert Anderson.
Johnson will have the opportunity to make about a half-dozen appoint-
ments to regulatory agencies before the next election. Some of these seem
bound to come from the ranks of business. In time, too, some more busi-
nessmen will sit in the Cabinet.
* THE U. S. DOLLAR HAS MADE A BIGGER COMEBACK than is generally known. Its stand-
ing in the world money markets is high once again. Even the French and the
Swiss regard it with envy and respect. One reason for the rise in prestige is the im-
provement in the balance of payments. This in turn stems from the proposed in-
terest equalization tax and last summer's increase in U.S. interest raVes-both of
which have kept dollars from flowing abroad. In addition, inflation and other
troubles in Europe have hurt other currencies.
The dollar's improved health means that it may no longer be necessary to
raise interest rates here-by tightening money-for balance of payments
purposes. Credit may still be curbed further, but natural economic forces
-such as the increasing demands of business-will once again be the
principal cause.
POLITICKING IS BEING RENEWED WITH VIGOR, now that the month-long period of na-
tional mourning is at an end. The unity and support given to President Johnson
during the crisis doesn't mean that he'll be immune from partisan attack indefin-
itely. The Democrats know better than that. The GOP is resuming its role of loyal
opposition. Party strategists have begun to study Johnson and his record for weak
spots to be exploited during 1964.
White House-that's clear already, with the voting still many months away. As
yet, it is hard to estimate which party will be the net gainer. In some areas, the
Democrats' prospects have shifted .. in others, the GOP's.
Democrats are likely to lose strength in the East, but gain in the South
and West. The Republicans now seem better bets to keep Senate seats in
New York, Pennsylvania, and Vermont. On the other hand, such vulner-
able Democratic seats as those in North Dakota, Texas, and Wyoming may
prove less shaky.

* i T'

-s/iA iiZVI -[ 8


This is a full-color portrayal of our Rainbow Range Slumped
Brick First presented more than fifteen years ago, we are
re-running it here to remind you that our Slumped Brick is
still being widely used from Key West to Cleveland. We make
it also in other color ranges red, tan, chalk-white, oyster
and gray. Your inquiries are welcomed . .







TUXEDO 7-1525

'THERE IS A specification evil which no amount of
I technical study or research can erase. This is the
tendency to permit easy and often radical deviation from
provisions of specifications by architects who have prepared
them as instruments of professional service . Competition,
of course, is keener today than ever. And the day of the
tightly closed specification probably marked the end of a
certain era in the construction industry. Product people realize
this. Most of them aren't dismayed by competition and don't
advocate the type of specification that prevents it. . But
they do believe that a specification should be so written as
to indicate the character and quality of the construction
materials, products and services wanted. When the architect
permits deviations from specification standards so that cheap-
ness becomes a substitute for quality, he relinquishes his
professional control of his client's building . Professional
integrity, like virtue, is often easier to maintain that some
people realize. All it takes is one word. "No", said at the
right time to the proper person will usually do it."

Editorial Can Substitution
Be Controlled ?

University of Florida Home Page
© 2004 - 2010 University of Florida George A. Smathers Libraries.
All rights reserved.

Acceptable Use, Copyright, and Disclaimer Statement
Last updated October 10, 2010 - - mvs