The 1939 World’s Fair: Bell Telephone Exhibit
Telephone History August 14th. 2008, 4:56pm
If you were in San Francisco in 1939, you undoubtedly paid a visit to the World’s Fair, The Golden Gate International Exhibition. “World’s Fair” exhibitions were hugely popular, affording the hosting nations the chance to do a little chest-thumping, in regards to both past accomplishments and those on the horizon. These enormous fairs showcased everything new and spectacular, representing the very thing that exemplified the 20th century, progress. The Bell System had been a major part of that progress, and wasn’t about to miss an opportunity to present it on so grand a stage.
Called, “A Pageant of the Pacific”, the exhibition was held on Treasure Island, a man-made island connected to Yerba Buena Island in San Francisco Bay. A spectacular venue to be sure. The Bell Exhibit was located in the Palace of Electricity, where it occupied 7,500 square feet in the northeast corner. 
With a focus on long-distance communication, the exhibit was dominated by an enormous, well-illuminated map of the United States that featured 1,500 small lights to represent cities. Visitors could participate in demonstrations of long-distance calls, with 125 telephone receivers available for that purpose.
The procedure for the demonstrations was complex to a degree that it’s beyond my ability to describe, so I’ll let Pacific Telephone Magazine (December 1938 issue) explain the process:
“A person desiring to place a call to any listed telephone in the United States, applies at the demonstration application desk. You do so, and are given a card on which you write your name and the name and telephone number of the person you desire to call. The card is stamped with a number, and you retain a stub. The application clerk selects a ping-pong ball inscribed with your number and places it in a chute which carries it into a large glass bowl. At about half-hour intervals, a drawing is held, and several balls - usually six or eight - are taken from the bowl. Illuminated signs indicate the numbers selected and request the winners to apply at the scheduling desk for new numbers indicating the order in which the demonstration calls are to be placed.”
“When your turn comes - as a winner - your number appears on an illuminated indicator and an arrow points toward the booth you are to occupy. While a call is in progress in one booth, the next person in line is ushered to the other of the two booths. In this way, calls are kept continuously in progress.”
“Once in the booth, the operator illuminates a sign telling you to go ahead. You place your call. While the long-distance connection is being completed, your fellow visitors watch a chain of lights dart across the big map, illustrating the route of the call. The lights flash continuously until the called party has answered, then burn continuously until you have hung up. Oh, yes, and while you were talking, about 125 persons were listening to your conversation!” I kid you not. Do you suppose that a surge in letter-writing followed? (Artist’s rendition below)
