Toledo Tomorrow: Reading Norman Bel Geddes' Vision for the Future in a Shrinking Midwestern City

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Toledo Tomorrow: Reading Norman Bel Geddes' Vision for the Future in a Shrinking Midwestern City Bowling Green State University ScholarWorks@BGSU Architecture and Environmental Design Faculty Publications Architecture and Environmental Design 2016 Toledo Tomorrow: Reading Norman Bel Geddes' Vision for the Future in a Shrinking Midwestern City Sujata Shetty University of Toledo, [email protected] Andreas Luescher Bowling Green State University, [email protected] Follow this and additional works at: https://scholarworks.bgsu.edu/architecture_pub Part of the Architecture Commons Repository Citation Shetty, Sujata and Luescher, Andreas, "Toledo Tomorrow: Reading Norman Bel Geddes' Vision for the Future in a Shrinking Midwestern City" (2016). Architecture and Environmental Design Faculty Publications. 21. https://scholarworks.bgsu.edu/architecture_pub/21 This Article is brought to you for free and open access by the Architecture and Environmental Design at ScholarWorks@BGSU. It has been accepted for inclusion in Architecture and Environmental Design Faculty Publications by an authorized administrator of ScholarWorks@BGSU. Toledo Tomorrow: Reading Norman Bel Geddes' Vision for the Future in a Shrinking Midwestern City Sujata Shetty, University of Toledo and Andreas Luescher, Bowling Green State University Abstract This paper examines Norman Bel Geddes’ 1945 Toledo Tomorrow plan, his only proposal for a specific city, and its stamp on the morphology of today's Toledo. The paper surveys retrospectively at the changes in the morphology of the city and critically analyzes the impact of the Toledo Tomorrow Plan. Today's Toledo, a shrinking rustbelt city, reflects Geddes' legacy of neglecting the historic core; focusing on highway infrastructure, that has since worked in tandem with the forces of decentralization and suburbanization; and the city's weak relationship with its natural features and larger region. Keywords Geddes’1945 Toledo Tomorrow plan, City of Toledo, Ohio, Futurama, Magic Motorways, Shrinking rustbelt city On July 3, 1945, a special edition of the Toledo Blade newspaper announced the opening of Toledo Tomorrow, an exhibition of a giant model, 59 feet in diameter, depicting a major reorganization of the city. "Eyes of the Nation on Toledo Tomorrow," the headline announced (Doordan, 2002). The exhibition, sponsored by the Blade, was an effort to publicize a grand re-imagining of Toledo; the catalog described the plan "not as a blueprint for the city's planners and builders, but as an inspiration for future living" (Geddes, 1945: dedication page). The Toledo Tomorrow exhibition was the culmination of a series of projects by Norman Bel Geddes, a leader in the then-new field of industrial design. A prolific designer who worked in a number of arenas ranging from stage design to city design, he drew attention himself and to the importance of design by signing many of his products. His popularity peaked in the years between the two world wars, the so- called golden age of industrial design (Feeney, 2013). He was also a large personality and a well-known public figure who was active in New York society circles. In a cartoon published in the New Yorker in 1 1932, a group of businessmen sit around a conference table; one of them says, “Gentlemen, I am convinced that our next new biscuit must by styled by Norman Bel Geddes” (Feeney, 2013; Goldberger, 2013). The architecture critic Paul Goldberger (2013) writes that while Geddes never designed any biscuits, he did design almost everything else. Although he was largely forgotten for a time, more recent evaluations of his work have placed him as "perhaps the key figure—in the first generation of industrial designers" (Goldberger, 2013). Taken together, Geddes' designs and his publications, notably his 1932 book Horizons, established his reputation as a practical visionary. This reputation led to an important commission. In 1937, sponsored by Shell Oil, Geddes started thinking about the “City of Tomorrow,” (Fig. 1) part of an advertising campaign for Shell Oil based on the concept of “Traffic-Conditions-of-the-Future.” Geddes was required to produce sixteen sketches providing solutions to problems of traffic congestion. Instead, Shell got a model of an interstate system and the entire city of New York in which flowing expressways and large interchanges were superimposed on the rectilinear New York grid; Geddes also included a future city traffic plan. He conceived of the future city "primarily in terms of the efficient and aesthetic arrangement of skyscrapers and of the flow of automobiles which serviced them" (Meikle, 2001: 7), giving a hint of ideas to come in his future work. 2 FIGURE 1: City of Tomorrow proposal for Shell Oil, Source: Life (5 July 1937) From July to November 1937, the City of Tomorrow was publicized in Shell Oil advertisements in widely circulated publications like Life magazine and the Saturday Evening Post. A number of influential people were invited to view the model in New York, including architects, designers, highway planners, a confidant of President Roosevelt, and planners for the 1939 New York World's Fair. In the fall of 1937, funded by Shell, the model was exhibited in cities such as Detroit, Chicago, St. Louis and San Francisco, while a film presentation of the model was shown in smaller cities (Meikle, 2001). This effort was followed by the Futurama exhibit Geddes designed for the New York World's Fair in 1939, when he was at the peak of his popularity. Sponsored by General Motors, it showcased a vision in which automobile transportation would transform American cities. It was "an opportunity to demonstrate a whole new way of living that expressed the freedom, individuality, progressive perspective and can-do attitude that Geddes hoped for in America" (Speck, 2012: 289). The exhibit no longer exists, but film and photographs show Geddes' vision of the postwar city, with its wide, sweeping freeways, cloverleaf intersections, sleek skyscrapers and smoothly flowing traffic. Goldberger (2013) suggests that Geddes had a vision of what the American city of the future was going to look like before 3 anyone else. "It looks like the Houston of 2013 on a good day, with no smog and with constantly moving traffic" (Goldberger, 2013: 1). In 1940, Geddes published Magic Motorways and in it reflected on the popularity of his Futurama exhibit: "Five million people saw the Futurama of the General Motors Highway and Horizon Exhibit at the New York World's Fair during the summer of 1939. In long queues that stretched more than a mile, from 5,000 to 15,000 men, women and children at a time, stood, all day long every day, under the hot sun and in the rain, waiting more than an hour for their turn at to get a sixteen-minute glimpse at the motorways of the world of tomorrow" (Geddes, 1940: 3). Geddes detailed his ideas on the future of the city in this book, devoting much attention to traffic problems - safety, congestion, speed, etc. In his view, "automobiles are in no way responsible for our traffic problem. The entire responsibility lies in the faulty roads, which are behind the times" (Geddes, 1940: 12-13). Geddes' work found fans in Toledo, Ohio. Toledo in the 1940s was a city ready for a boost in spirits. The end of World War I had been followed by a decade of great economic prosperity. Willys-Overland, the second largest automobile company in the country, second only to Ford, was headquartered in Toledo and accounted for 41% of the city's payroll in the 1920s. Investments in the stock market created a lot of wealth and city grew rapidly in the "Roaring Twenties." Toledo began its dominance of the glass industry with the creation of Owens-Illinois in 1929 and Libbey-Owens-Ford in 1930 (Floyd, 2005). The 1929 stock market crash and the Depression that followed hit Toledo hard, but President Roosevelt's New Deal, including investment in public construction projects brought federal dollars and led to the city's economic recovery. Then came World War II, and given its strength in manufacturing, war-related production helped Toledo economically (Floyd, 2005). Willys-Overland adapted its wartime 4 Jeep for civilian use and began manufacturing the vehicle in Toledo in 1944. The city was a destination for many Southerners who moved north is the 1940s and 1950s, looking for work, part of the Great Migration (Lehman, 1991). City leaders were active in the 1940s. Following the war and responding to the influx of new residents, the Board of Community Relations was constituted in 1946 to ease the transition for the city's new residents and to assist with race relations. A Labor-Management-Citizens Committee was established to mediate labor issues (Floyd, 2005). Also in 1946, Toledo was the first city in the U.S. in which residents voted for a payroll income tax to invest in the city (Blade, 1981a). Coming out of the war, Toledo's civic leaders in the 1940s were planning for a bright future, but Paul Block, Jr., publisher of the local newspaper the Toledo Blade, and influential civic leader, was worried about Toledo's image (Valongo, 2002). In 1944, the Toledo Blade placed a series of advertisements promoting the city in trade journals and New York newspapers. These advertisements and a statistical description of the city's population and economy were published in a pamphlet called This is Toledo. Convinced that the city's worst days were over, Block was looking for "a dramatic gesture that would signal the city's resurgence" (Doordan, 2002: 57). In 1944, he commissioned Geddes to develop a study with proposals for Toledo's future. This was the Toledo Tomorrow plan (Fig. 2) which made a splash locally and nationally. Thousands of locals visited the exhibit, which opened on July 4, 1945, in the Stratford Indoor Theater of the Toledo Zoo. On peak days the rate reached five hundred visitors an hour.
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