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The Miracle of the Mormon Pavilion:
the Church At the 1964-65 New York World's Fair

Brent L. Top

On Tuesday, 19 May 1964 The New York Times reported, "The largest assemblage of Mormon officials to gather in the east since the Mormons went west in 1846 convened yesterday morning to dedicate the Mormon Pavilion." Seven members of the First Presidency and Council of the Twelve were present for the dedication of the edifice and grounds, which would provide "one of the most unique and effective missionary efforts in (the Church's) history." The Church's participation in the 1964 World's Fair was undoubtedly the most significant event of the Church in New York in the twentieth century. The impact of the Mormon Pavilion had repercussions far beyond the gates of the World's Fair. It contributed significantly to the Church's world-wide image and produced miraculous missionary "fruits." In addition to the Pavilion's contributions to public relations and missionary efforts, the influence of this unique endeavor on the Church's use of audio-visual technology in visitors centers, fairs, displays, and other mass media continues to be profoundly felt both in and out of the Church. A history of this event is also a record of a series of miracles-monumental, institutional miracles as well as silent, subtle, individual miracles-accompanying each stage and aspect of the Mormon Pavilion at the 1964-65 New York World's Fair.

Beginnings

The idea to build a major exhibit or pavilion for the Church to tell its story was conceived at least a generation before its completion. Elder Mark E. Petersen, of the Council of the Twelve, and Pres. G. Stanley McAllister, President of the New York Stake, were early "pioneers" of the idea. Elder Petersen, familiar with the power of the media, had long been interested in improving the means whereby the Church could tell its story to the world. As early as October 1946, Elder Petersen proposed establishing "a publicity department for the Church." In late 1956 the First Presidency organized a Church public relations committee with Elder Mark E. Petersen as chairman. This committee would help lay the foundation for the Church's public relations efforts at the pavilion.

Stanley McAllister, a young missionary in the New York area, dogged by ignorance and prejudice, imagined the Church building some impressive edifice that would capture people's attention and stir their interest in the "Mormons." Later McAllister settled in New York City and became a prominent businessman with a major department store chain. In 1961, when it was announced that a World's Fair would be held in New York City, President McAllister immediately recognized this as an opportunity with great potential for the Church. As President of the New York Stake, Stanley McAllister, recommended to the First Presidency in 1961 that the Church participate in the New York World's Fair. However, nothing came of President McAllister's suggestions and prodding for several months. However, he was not easily dissuaded and continued to be the driving force behind the project.