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4/1/76 - Advertising Council
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1133460
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4/1/76 - Advertising Council
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This file contains material relating to creativity.
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Carla A. Hills Speeches
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The original documents are located in Box 2, folder "4/1/76 - Advertising Council" of the
Carla A. Hills Speeches at the Gerald R. Ford Presidential Library.
Copyright Notice
The copyright law of the United States (Title 17, United States Code) governs the making of
photocopies or other reproductions of copyrighted material. Gerald Ford donated to the United
States of America his copyrights in all of his unpublished writings in National Archives collections.
Works prepared by U.S. Government employees as part of their official duties are in the public
domain. The copyrights to materials written by other individuals or organizations are presumed to
remain with them. If you think any of the information displayed in the PDF is subject to a valid
copyright claim, please contact the Gerald R. Ford Presidential Library.
Digitized from Box 2 of the Carla A. Hills Speeches at the Gerald R. Ford Presidential Library
FINAL
ADVERTISING COUNCIL
APRIL 1, 1976
THANK YOU, MARGITA.
You MAY RECALL THE WORDS OF THE PROPHET ISAIAH WHO SAID
--- TWENTY-FIVE HUNDRED YEARS AGO:
"THEY SHALL REBUILD THE ANCIENT RUINS;
AND RESTORE THE RUINED CITIES,
DESOLATE NOW FOR GENERATIONS.'
ALTHOUGH, ISAIAH WAS FOCUSING ON THE ANCIENT KINGDOM OF
JUDAH -- HE COULD HAVE BEEN TALKING ABOUT ANY NUMBER OF
AMERICAN CITIES IN THE 20TH CENTURY,
HAVING BEEN ASKED TO DISCUSS THE "NEW" PROBLEMS OF THE
CITIES, I EVOKE THE ANCIENT PROPHET BECAUSE IT BECOMES MORE
AND MORE EVIDENT -- AS WE STUDY THE SUBJECT -- THAT OUR
CITIES' NEW PROBLEMS ARE REALLY OLD ONES, THE ONLY DIFFERENCE
IS THAT THEY ARE COMPOUNDED BY NUMBERS AND MAGNIFIED BY AN
AWARENESS OF OUR SCARCE RESOURCES,
GERALO a. FORD
-2-
WHAT IS NEW --- IS THAT WE ARE RAPIDLY RUNNING OUT OF
OPTIONS. AT THE TIME OF ISAIAH THE WORLD WAS MAN'S OYSTER,
TODAY, IT IS HIS CRAMPED OYSTER SHELL,
IN THE LAST TWO DECADES WE HAVE WITNESSED A MASSIVE
OUT-MIGRATION THAT MOVED THE CITY'S WEALTH AND VITALITY TO
AN EVER-WIDENING RING OF SUBURBS.
EVEN IN THE PAST SHORT YEAR, WE HAVE WATCHED CITIES AGE
UNDER THE HEAVY WEIGHT OF SCARY HEADLINES FOREBODING FISCAL
DOOM.
IT IS NOT TOO DIFFICULT TO VERBALIZE THESE PROBLEMS -- OR
TO COMPREHEND WHAT IS INVOLVED FOR A CITY WHEN AN AMERICAN
STOCK EXCHANGE OR A UNION CARBIDE VOTES FOR A CORPORATE EXODUS.
OR HOW THOSE DECISIONS AFFECT OTHERS WITH CITY INTERESTS.
WHAT IS TROUBLESOME IS THAT THE BULK OF WHAT WE READ ON
THE SUBJECT MERELY RECITES A SAD LIST OF URBAN INFIRMATIES
AND A DETAILED HISTORY OF HOW THEY CAME ABOUT.
WE KNOW THE PROBLEMS. I'D LIKE TO TALK ABOUT SOME OF
TODAY'S OPPORTUNITIES.
-3-
I SEE THE FORCES OF ENERGY, MOBILITY AND BECKONING SPACE
-- WHICH ONCE COMBINED TO INDUCE WEALTH AWAY FROM OUR CITIES
-- NOW COMBINED IN A WAY THAT COULD ENABLE US TO CREATE A NEW
ERA OF URBAN OPPORTUNITY.
WE START WITH THE NOT-VERY-SURPRISING PROPOSITION THAT
A CITY IS "PEOPLE" -- AND A HEALTHY CITY IS A CITY OF ALL KINDS
OF PEOPLE IN EVERY INCOME STRATA, PROVIDING ENERGY, CREATIVITY,
PERSONAL INVOLVEMENT AND, PARTICULARLY, EARNING POWER.
WE CAN READILY CALCULATE THE INVESTMENT MONEY NEEDED
TO REPAIR, REHABILITATE OR REBUILD AN OLD URBAN NEIGHBORHOOD.
BUT THE GREATEST NEED OF ALL IS HUMAN RE-INVESTMENT.
ABOUT 20 PERCENT OF AMERICAN FAMILIES MOVE EACH YEAR.
WE KNOW WHICH END OF THE TAX-PAYING MIX HAS REPLACED THE
FAMILIES WHO HAVE LEFT CITIES OVER THE PAST TWO DECADES,
TODAY, THE HIGH COST AND SKIMPY AVAILABILITY OF FUEL
-- COUPLED WITH SCARCE LAND, STRICTER CODES, AND SHEER COST
OF SUBURBAN CONSTRUCTION --- HAVE COMBINED TO PROVIDE OUR
CITIES WITH A NEW WEALTH OF HUMAN RE-INVESTMENT POTENTIAL.
-4-
IN TRUTH, FOR THE FIRST TIME IN MORE THAN A DECADE,
PEOPLE OF GREATER MEANS ARE FINDING MORE REASONS FOR MOVING
INTO THE CITY THAN FOR MOVING OUT OF IT.
THE CITY'S OPPORTUNITY TO ACCOMMODATE THEM -- TO SAY
NOTHING OF HELPING THEM STRETCH DOLLARS WHILE ENHANCING THE
COMMUNITY COFFERS -- WAS SUMMED UP LAST FALL BY WOLF VONECKARDT
IN THE WASHINGTON POST WHEN HE SAID:
"As THE COST OF NEW CONSTRUCTION KEEPS
RISING, CITIES ARE REDISCOVERING THEIR
VAST STOCK OF OLD AND NEGLECTED HOUSES
AND APARTMENT BUILDINGS, REHABILITATION
IS STILL EXPENSIVE BUT EVEN 'GUT REHABILITATION'
IS GENERALLY ONE-THIRD LOWER THAN NEW
CONSTRUCTION."
WE KNOW THAT IT TAKES ALMOST 50 PERCENT LESS OF EVERYTHING
-- LAND, LABOR, MONEY, AND ENVIRONMENTAL DISRUPTION -- TO
REHABILITATE A CITY NEIGHBORHOOD THAN TO BUILD A NEW SUBURB,
-5-
HOWEVER, WE ALSO KNOW THAT "COST" ALONE -- EVEN WITH THE
PRESSURES OF INFLATION -- IS NOT ENOUGH TO ATTRACT THE MIDDLE
AND HIGHER INCOME FAMILIES IN THE KIND OF NUMBERS THAT CITIES
NEED FOR THEIR SURVIVAL,
So, LET US LOOK AT CURRENT DEMOGRAPHIC TRENDS. TODAY,
MORE THAN 50 PERCENT OF OUR TOTAL POPULATION LIVE IN ADULT-
ORIENTED HOUSEHOLDS. MORE THAN 80 PERCENT OF OUR NATIONAL
POPULATION GROWTH BETWEEN 1970 AND 1974 WAS IN SMALL FAMILIES
AND WOMEN COMPRISE NEARLY HALF OF OUR NATION'S WORKFORCE.
CHARACTERISTICALLY, THESE HOUSEHOLDS COMPRISE SINGLES,
YOUNG MARRIEDS WITH FEW OR NO CHILDREN AND THE ELDERLY AND
INCREASINGLY ALL OF THE ADULTS, MEN AND WOMEN, WANT JOBS,
AND, THESE ARE THE FAMILIES WHOSE LIFE STYLES ARE MOST
SUITED TO THE VERY THINGS OUR CITIES HAVE TO OFFER -- SMALLER
HOUSING CONVENIENT TO WHITE COLLAR JOBS, ENTERTAINMENT AND
CULTURAL AMENITIES, RECREATIONAL OPPORTUNITIES, AND, VERY OFTEN,
THE CHARM OF OLDER HOUSES,
-6-
AND, THEY ARE ALREADY MOVING BACK, WHILE POPULATION
DECLINED IN SEVERAL METROPOLITAN AREAS, THE NUMBER OF
HOUSEHOLDS INCREASED.
IN THE WASHINGTON AREA, FOR EXAMPLE, THE PRINCIPAL
INCREASE IN POPULATION HAS BEEN IN THE 25-35 YEAR AGE GROUP,
BUT WITH A SUBSTANTIAL DROP IN THE NUMBER OF SCHOOL-AGE
CHILDREN,
As FOR THEIR POTENTIAL IN STABILIZING THE FUTURE CITY
TAX BASE, THESE NEW URBAN DWELLERS ARE IN THE MIDDLE-UPPER
INCOME RANGE -- AND, FOR THE MOST PART, COLLEGE GRADUATES
WHO WORK IN THE PROFESSIONS OR BUSINESS POSITIONS.
THEIR COLLECTIVE AFFLUENCE AND EDUCATIONAL LEVELS ACCENT
THE CULTURAL AND INTELLECTUAL PURSUITS WHICH, IN TURN, ARE
MOST APTLY AVAILABLE IN THE URBAN ENVIRONMENT,
ALTHOUGH THE OUT-MIGRATION OF COMMERCIAL AND INDUSTRIAL
ENTERPRISE HAS MATCHED THE CITIZEN FLIGHT TO THE OUTSKIRTS
OF TOWN, THE RE-LOCATION OF "DOWNTOWN" OFFICES IS, ON THE
INCREASE -- ABETTING THE RETURN OF THE PEOPLE WHO MUST RUN
THEM.
-7-
WE ARE SEEING THE SHIFT IN THE OCCUPATIONAL DISTRIBUTION
OF THE CITIES' LABOR FORCE TOWARDS PROFESSIONAL, TECHNICAL
AND MANAGERIAL SKILLS.
ALTHOUGH CITIES GAINED ONLY 4 PERCENT IN EMPLOYED
RESIDENTS OF ALL KINDS FROM 1960 TO 1970 -- 26 PERCENT OF
THEM WERE PROFESSIONAL, TECHNICAL OR MANAGERIAL PEOPLE.
AND, OF COURSE, YOUNG PEOPLE IN CLERICAL OR START-UP
JOBS HAVE NOT LOST THEIR ZEST FOR THE ATTRACTIONS AND
CONVENIENCE OF CITY LIVING,
WE KNOW THAT THESE POTENTIAL NEW URBAN DWELLERS GRAVITATE
TO HISTORIC NEIGHBORHOODS; NEIGHBORHOODS AROUND COLLEGES AND
UNIVERSITIES; NEIGHBORHOODS WITH UNUSUAL ARCHITECTURAL STYLES;
AND NEIGHBORHOODS NEAR PUBLIC SQUARES AND PARKS.
WE ALSO KNOW THAT THEY ARE OFTEN ATTRACTED BY THE GREATER
CONVENIENCES OF URBAN LIVING. LOCAL SHOPS NOT ONLY ADD TO
THE CHARACTER OF THE NEIGHBORHOOD BUT ALSO PROVIDE A LIFE-EASE
OFTEN LACKING IN THE SPREAD OF SUBURBIA,
-8-
IT SOUNDS A BIT CIRCULAR; MERCHANTS WILL LOCATE WHERE
THERE ARE CUSTOMERS AND CUSTOMERS WILL LOCATE WHERE THERE ARE
MERCHANTS. BUT, IT IS MORE GEOMETRIC THAN CIRCULAR, FOR
RESTORATION THRIVES IN THESE NEIGHBORHOODS, AND ONCE BEGUN,
SPREADS TO CONTIGUOUS, LESS REMARKABLE neighborhoods,
OUR CITIES, ALONE, DO NOT BEGIN TO HAVE THE FUNDS TO
REBUILD ALL OF THESE neighborhoods. MOST OF THE CAPITAL
INVESTED IN OUR URBAN AREAS IS AND ALWAYS WILL BE PRIVATE.
BUT, INGENUITY IS ONE AMERICAN TRAIT THAT HAS NOT BEEN
OUTMODED. OUR CITIES ARE BEGINNING TO USE THEIR LIMITED
FUNDS FROM ALL SOURCES, FEDERAL, STATE AND LOCAL, IN
SURPRISINGLY CREATIVE WAYS TO PROVIDE EFFECTIVE INCENTIVES
FOR PRIVATE IN-TOWN INVESTMENT.
IT IS THAT CREATIVITY COUPLED WITH THE ABILITY TO PERCEIVE
NEIGHBORHOOD PROBLEMS AND TO DEVISE SOLUTIONS THAT HAS CAUSED
THIS ADMINISTRATION TO SEEK FULL FUNDING FOR THE COMMUNITY
DEVELOPMENT BLOCK GRANT PROGRAM FOR THE NEXT FISCAL YEAR AND
TO URGE EXTENSION OF GENERAL REVENUE SHARING,
AND, CITIES ARE USING THESE FEDERAL FUNDS TO INDUCE
INVESTMENT FROM OTHER SOURCES,
-9-
FOR EXAMPLE, CITY LEADERS HAVE LEARNED THAT ONE OF THE
SURE WAYS OF DEPLETING THE LOCAL INCOME IS TO TAX THEIR
TAXPAYERS RIGHT OUT OF TOWN; AND THAT PATIENCE CAN YIELD
MORE REAL DOLLARS IN THE LONG HAUL.
SOME OF THEM HAVE EXHIBITED THEIR PATIENCE BY THEIR
WILLINGNESS TO POSTPONE TAX REVENUES -- AS AN INVESTMENT
IN THE FUTURE.
FOR EXAMPLE, THE KENTUCKY LEGISLATURE IS BEING ASKED
TO ALLOW A 5-YEAR MORATORIUM ON PROPERTY TAXES FOR RENOVATED
DWELLINGS, AND WHY NOT? WHAT IS THE 5-YEAR TAX POTENTIAL
OF A HOUSE THAT JUST SITS THERE AND ROTS?
WILMINGTON, HARTFORD AND BOSTON HAVE PROVIDED TAX
ABATEMENT ON RESTORATION WORK,
ST. LOUIS IS OFFERING ABATED TAXING ON NEW AND EXPANDING
BUSINESS WITHIN ITS METROPOLITAN BOUNDARIES.
AND, THERE ARE OTHER LEVERS OF INVENTION.
-10-
KANSAS CITY HAS SIMPLIFIED BUILDING CODES AND SOUGHT TO
ENHANCE COMMUNICATION BETWEEN THOSE UNDERTAKING RESTORATION
AND LOCAL BUILDING INVESTORS, SINCE 75 PERCENT OF URBAN
RESTORATIONS ARE MADE BY OWNER-OCCUPANTS, ANY REDUCTION OF
FRUSTRATING RED-TAPE ONLY SPEEDS RENEWAL.
THE CITY PLANNERS IN CHICAGO, GALVESTON, PHILADELPHIA
AND PORTLAND HAVE FOUND THAT WHERE THE PRIVATE LENDERS HAVE
RETREATED FROM LENDING IN A NEIGHBORHOOD, THEY CAN INCREASE
PRIVATE INVESTMENT INCENTIVES WITH INTEREST SUBSIDIES, LOAN
GUARANTEES, HIGH RISK LOAN POOLS OR SEED MONEY GRANTS.
THE POINT IS NOT THAT ANY ONE -- OR ANY COMBINATION OF
THESE EXAMPLES -- MIGHT TURN THE CORNER FOR A GIVEN CITY,
BUT, EACH OF THEM, IN TURN, PROVES THAT THERE IS AN ALTERNATIVE
TO "HABIT" THINKING THAT PONDERS ONLY THE PROBLEMS.
THE STARS AND THE PLANETS ARE IN THE RIGHT PLACE FOR A
NEW URBAN ERA IN AMERICA, AND WE CANNOT AFFORD TO LET ANY
OF OUR PAST HABITS ROB US OF TODAY'S OPPORTUNITIES TO FIND
CREATIVE SOLUTIONS,