A Temple for Mecca

By spending standards, the convention mecca of the world is Manhattan. In 1955 alone, 2,265,000 delegates spent $213 million during 756 conventions. But Manhattan had a problem: the best exhibition hall was Grand Central Palace, a huge, outdated, twelve-story structure, which the Bureau of Internal Revenue took over in 1953. This week, at a cost of $35 million, Manhattan opened a new convention temple: the Triborough Bridge and Tunnel Authority's mammoth Coliseum at Columbus Circle squarely in the center of Manhattan Island. Tied in with three subways, it is easy to reach and has facilities to please even the most critical businessman.

In brick and marble, the Coliseum rises four levels high, has 20 floors of office space above. The nine acres of floor space can be used for one gigantic show, or fenced off for smaller ones. A wide truck ramp leads up to the second floor; 49-ft.-long elevators, big enough to handle the largest trailer-rig on the highways, can carry exhibits to the top floors for unloading at display booths. The building has daylight lighting, complete air conditioning in all its display space, built-in floor connections for telephones, water, gas, electricity, radio and TV, and seating space for 10,000 people if exhibitors want to turn the second floor into an auditorium.

Before Manhattan's new Coliseum even opened its doors, it was assured of success: the hall was virtually sold out for the first year. For the gala opening week alone, the Coliseum expects 500,000 to turn out, will put on three huge exhibitions at once: an International Auto Show of 150 models (130 are foreign makes, and most of them are making their U.S. debuts); the Fifth International Philatelic Exposition, with 575 stamp exhibitors from 69 governments and $5,250,000 worth of rare issues, including the famed century-old British Guiana one penny black stamp; a National Photographic Show, with 170 exhibits worth some $10 million, including a glass-walled tank to demonstrate the latest underwater photography techniques.

For the months ahead Manhattan's new Coliseum already has another 36 shows booked into its halls at rentals ranging from $10,000 to $23,000 for the average two week periods. Next winter Detroit's automakers will hold their first big industry-wide auto show since 1940, spend millions to introduce 1957 models. Hardware dealers, popcorn concessionaires, plastic makers, the hotel and oil industries are all piling in. There will also be a big sewing exhibit, a National Baby & Child Show and an International Sanitation & Maintenance Show this year. All told, the Coliseum expects that rental and concession fees alone will amount to more than $2,000,000, with U.S. businessmen spending another $17 million to display their wares.

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