Phoenix: Economic Capital of the Great Southwest Sun Country

... "PHOENIX IS THE DRIEST, SUNNIEST,

Phoenix, the incorporated city, cannot and should not be extracted for purposes of economic evaluation from Phoenix, the metropolitan area. To the economist, demographer, or market researcher, the technical term "Phoenix Standard Metropolitan Area" is synonymous or co-terminous with Maricopa County. This area is big (9,226 square miles), roughly equivalent in size to the state of Vermont, and some portions of the county are remote, sparsely populated, and of little current economic value. However, it is quite common and appropriate to review the Phoenix Standard Metropolitan Area when speaking of Phoenix rather than restrict the discussion to the incorporated limits of the city proper.This Phoenix metropolitan area is composed of forty cities, towns, and villages, ranging in population size from Tortilla Flat with a few hardy residents to Phoenix with its 514,000 people. A number of the communities serve in part as suburbs for the larger city.

As an indication of just how fast this area has grown, the population of Phoenix has more than doubled in the past five years. Measured another way, the city of Phoenix has increased in land area from 52.6 square miles to 222.7 square miles since 1958. Is it still growing? During the decade of the 1960's, the number of people living in the "Valley of the Sun" (another term popularly used to refer to the Phoenix area) is destined to increase by 85% %to to a figure of 1,135,000.This rate of growth is especially meaningful when compared with other areas. While the country is expected to grow by 15% between 1962 and 1970, the five southwestern states are estimating a gain of 35%, and Arizona's population is projected to grow by 53%, to 2.3 million. This is particularly significant to Phoenix because as the capital of the state and the major city in Arizona, it is the natural headquarters and recipient of state-wide economic attention and activity.

Phoenix is steadily emerging as the main economic fulcrum, not only within Arizona, but for the entire southwestern region, which includes west Texas, New Mexico, southern Utah and Nevada, southeastern California and, to some extent, northern Sonora, Mexico. It would be unthinkable to chronicle the Valley's surging economic growth without mentioning what is perhaps the most important single basic factor-climate. Phoenix is the driest, sunniest, clearest major resort area in the United States, based on official records of the U. S. Weather Bureau. The area receives an exceptionally high 86% of possible sunshine, or an average of 210 clear, sunny days each year. This prevailing pleasantry is inextricably inter-woven in the various facets of Phoenix' rise to its present social and economic prominence.

No one is trying to sell Phoenix strictly as a health resort. Yet it is true that many of the city's current residents originally came to Phoenix because some member of the family decided on advice of a physician or of his own volition to try the warm, dry climate. In many cases (but not all), the mild desert air has been helpful in easing or overcoming certain respiratory and arthritic conditions.

Economic Capital of The Great Southwest Sun Country CLEAREST RESORT AREA IN THE UNITED STATES"

Occasionally, in reference to the desert valley in which Phoenix is situated, one hears the inquiry: "Doesn't it get pretty warm in the summer?" Sure! But then, doesn't most of the rest of the country? It is plain fact that in Phoenix, practically all office buildings, stores, factories, motels, restaurants, homes, and apartments have refrigerated air-conditioning or evaporative air-cooling. Strange as it may appear to the uninitiated visitor, perhaps half of the cars seen going up Central Avenue in mid-July have their windows closed, indicating effective, comfortable auto refrigeration. No wonder they call Phoenix the "air-conditioned capital of the world!"

From the days of the earliest settlers up to the period of World War II, Phoenix was primarily an agriculturally-oriented community. Farming first became solidly established in the area with the creation of the quartermillion acre Salt River Project, which was the first such irrigation development in the nation's history. Today, east and north of Phoenix, six dams stand on the Salt and Verde Rivers, with a combined capacity to store more than two million acre feet of water (I acre foot = 325,850 gallons) for release as needed by the crop land in the Phoenix area. Other irrigation projects in Maricopa County also contribute to the county's ranking as the fourth most important county in the United States in terms of the value of agriculture production. The rich soils, warm weather, and controllable water ultimately add to a $266 million annual contribution to the metropolitan Phoenix economy.

Cotton is the major cash crop produced in the Valley. Because of its importance as a center of production, processing, and marketing for this commodity, Phoenix has been designated as one of the fourteen spot cotton markets for price quotations by the U. S. Department of Agriculture Marketing Service.

Maricopa County is also one of the state's leading cattle-feeding areas. This type of agricultural endeavor has increased sharply in recent years, and is closely related to nearby production of feed. Phoenix is the site of major weekly livestock auctions attracting cattlemen and buyers from all over Arizona, the West Coast and other markets.

In January each year, cattlemen from across the country gather at the Phoenix National Livestock Show, for one of the most outstanding such events in the nation. The Phoenix area, by its vegetable production, is in

also a salad bowl for much of the United States and Canada

courts, dude ranches, lodges, and resorts. The number of tourist facilities and their combined capacity has increased tremendously over the past decade. The expansion continues and at the present time, a posh, 95-room luxury resort hotel is under construction in the new community of Carefree, about twenty miles north-east of Phoenix. Recently announced is a new 155-room luxury motor hotel now in the planning stage and scheduled for early construction in nearby Scottsdale.

The facilities available to tourists are also heavily utilized by conventions and business conferences. With seventy-seven flights per day scheduled in and out of Sky Harbor Airport, plus six major highways fanning out from Phoenix to accommodate auto and bus travel, and with service by both the Southern Pacific and the Santa Fe Railroads, Phoenix offers easy accessibility to all visitors.

Phoenix area facilities can accommodate a total of 35,000 overnight guests on any given date or occasion. To further improve convention prospects, the Highway House Motor Hotel in Phoenix has just completed a banquet hall that will seat 1800 people for lunch or dinner. This conference auditorium will accommodate 2400 for entertainment or business sessions.

The State Legislature will soon be asked to approve a three and one-half million dollar State Exposition Center to be located on the State Fairgrounds in Phoenix. Purpose of the center (having a 15,000 seating capacity) will be for industrial displays, business exhibits, athletic events, conventions, and certain types of entertainment programs.

The city of Phoenix, aware of the city's convention potential and the needs of a growing city that has become one of the twenty-five largest in the United States, is moving ahead with its plan to finance, build, and operate a five million dollar civic auditorium and convention center in downtown Phoenix.

Last year, 40,000 persons attended a total of 250 conventions or business conferences held in the Valley of the Sun. Total expenditures of these combined groups during their stay in the Phoenix area are estimated to have been $5,000,000. When the above mentioned facilities are completed, many more conventions and much larger groups should result in substantially greater income to the Valley's inn-keepers and merchants from the increased number of visitors.

During World War II, thousands of military personnel came to the Phoenix area to man armed forces facilities and to learn to fly. At that time, a large number of air bases were established in Arizona, primarily because

of the exceptionally good flying weather that prevails.

Three military facilities remain in the Phoenix area: Luke Air Force Base, Williams Air Force Base, and the Litchfield Naval Air Facility. In total, there are some 10,000 military personnel plus an equal number of civilian workers and their families assigned to or employed at these Valley bases, an obvious economic asset to the community.

The exposure of tens of thousands of servicemen and their families to the Phoenix climate and western way of life has resulted in many of them remaining in the Phoenix area after their military tour of duty here, or returning to the Valley to take up permanent residence after fulfilling their service obligation.

The Phoenix area has become an important center for certain unique automotive testing facilities. Southeast of the city, the General Motors Corporation operates a substantial and permanent desert proving grounds for their various products. This GM test plant is now undergoing a major expansion.

On the southern slopes of the mountains to the south of Phoenix, the International Harvester Company's Construction Equipment Division, Motor Truck Division, and Tractor & Implement Test Engineering Group operate proving grounds for their respective equipment lines and research projects.

The Caterpillar Tractor Company has their testing and proving grounds located at the base of the White Tank Mountains west of Phoenix, where all types of the company's heavy construction equipment undergo rugged evaluation.

The John Deere Company periodically tests their tractors, balers, and harvesting equipment at two different sites in the Valley of the Sun.

These research, development, and testing activities are responsible for additional highly-trained, well-skilled, technical personnel and their families residing in the Phoenix metro-area.

About the same time as World War II military bases were being established in the Phoenix area, another new and vital economic force came into being in the form of aircraft parts and fabrication manufacturing plants. At the conclusion of hostilities, aircraft manufacturing was, of course, curtailed. Yet, primary advantages of Phoenix as an industrial site remained: A technicallytrained labor force, idle plant facilities, and an encouraging business environment to match the warm, dry climate. From this potential, manufacturing has developed to its present status as Arizona's number one industry.

A major portion of the state's manufacturing activities are concentrated within the Phoenix metropolitan area. Between 1958 and 1963, Maricopa County gained 3,000 manufacturing jobs per year. An extrapolation of this growth rate would indicate something on the order of 80,000 factory jobs in metropolitan Phoenix by the early 1970's.

Manufacturing has developed

ties are concentrated within the Phoenix metropolitan area. Between 1958 and 1963, Maricopa County gained 3,000 manufacturing jobs per year. An extrapolation of this growth rate would indicate something on the order of 80,000 factory jobs in metropolitan Phoenix by the early 1970's.

The particular success of Arizona's manufacturers, at least in part, reflects the growth orientation of products produced here. Phoenix-invented, developed, and produced items include such a diversity of product mix as air-conditioners, mechanical cotton pickers, hydraulic truck unloaders, continuous concrete pipe-forming equipment, jet-powered boats, a new type of corn chip, nuclear detection and control instruments, trail scooters, special rockets, castor bean harvestors, golf putters, and a solar concentrator (to be formed in space) for supplying power to space stations.

The latter product is manufactured by the Goodyear Aerospace Corporation. Karl L. Fickes, Plant Manager, has this to say about the Phoenix area as a site for industry: "Climate plus availability of semi-skilled and skilled workers were factors in re-establishing our operations here after World War II. While the climate is still important, there are other factors such as ideal living condi tions, space to expand and opportunities for the cultural and educational advancement of our personnel provided by an alert and energetic community." Mr. Fickes' plant is currently undergoing a one million dollar expansion.

Arizona-manufactured products range in size from tiny contact lenses to 40-foot house trailers. In nature, products bearing the tag "Made in Arizona" are as different as sophisticated electronic equipment and common cardboard boxes.

At this writing, fourteen manufacturers, many of national prominence, are building new plants, expand ing existing operations, or have recently completed new facilities in metropolitan Phoenix. This growth in manufacturing plant capacity runs the gamut from an 8500 square foot addition to a local beef packing facility (they will add twenty-five people) to a 50% increase in manufacturing capacity (with a possible increase of 1500 employees) at General Electric's Deer Valley computer plant. In announcing the expansion of the computer facility, Gerald L. Phillippe, preside president of General Electric, said, "We like our relationship with Phoenix very much." When originally chosen as the site for General Electric's computer department, Phoenix was selected over 100 other communities surveyed by the company.

At a recent press conference announcing completion of a 70,000 square foot addition to its Phoenix manufacturing and engineering plant, Percy Halpert, Division Manager for the Sperry Rand Corporation, had this to say about the location of Sperry Phoenix: "It is evidence of our optimistic outlook for the future and of our basic satisfaction with the choice of Phoenix as the center of our aeronautical operations."

750 of the state's 1200 manufacturing plants are located in the metropolitan Phoenix area. These firms now employ a total of 42,000 industrious Arizonans, accounting for Arizona's ranking as the fastest growing state in the nation (in terms of factory jobs) during the past ten years. In fiscal 1963, capital investment in Arizona industrial plants increased by 72%.

In another area, that of garment manufacturing, a number of smaller communities surrounding Phoenix have attracted thirty such new firms over the past half dozen years. Phoenix area industrial developers are hopeful that growth of the garment industry in the Valley and throughout the state, plus Arizona's important role as a center of cotton production, will lead one day soon to the establishment in Arizona of the first cotton mill west of the Continental Divide. Many reasons can be cited for Arizona's industrial growth. Certainly state and local government have accepted the responsibility for building an attitude favor-able to industry. Arizona has achieved its present growth without state bonded indebtedness. Much effort has been put forth to establish and keep realistic, moderate tax laws. Phoenix' delightful climate gives industry recruiters of high caliber professional and technical labor a decided advantage over industry in other areas. Many Arizona civic and business leaders have willingly served on com-mittees dedicated to the attraction of desirable new industry. At the same time, the Phoenix Chamber of Commerce and the community at large have successfully opposed the establishment of such possibly detrimental manufacturing operations as oil refineries which are seen as a threat to the Valley's clear blue skies. Other advantages that Arizona enjoys as a competing area for new manufacturing operations include high employee productivity, low absenteeism, lower-than-average unemployment insurance rates, reasonable build-ing costs, and a rapidly-expanding local market. Although more than 750 acres have been absorbed into industrial production and engineering facilities in the metro-politan area during the past five years, ample, desirable, reasonably-priced plant sites remain with 12,000 acres presently zoned for industrial use but undeveloped.

A typical Phoenix manufacturing success story is that of AiResearch, a division of the Garrett Corpora-tion. This firm has expanded from its role as Arizona's original major manufacturing facility to a complex employ-ing 3,200 people. Long important as a military supplier, this industrial enterprise is now moving into the com-mercial aviation field with a new 240-pound, 600 hp. turbo-prop engine. They are also developing unitized total energy packages for large commercial structures and high rise apartment buildings.

to its present status as Arizona's number one industry

... Over the last twelve months, more than 600,000 passengers were deplaned at Phoenix Sky Harbor Airport

The Phoenix area has gained special prominence in manufacturing through the concentration and growth of electronics firms in the Valley. Estimated 1963 sales of Arizona electronics manufacturers rose by 26% over the previous year, reaching the $240 million level. Thus, Arizona must be recognized as the fastest growing electronics center in the West.

Electronics and electrical products are presently responsible for more than 27% of manufacturing employment in Maricopa County. Leading the way in this electronics manufacturing growth is Motorola. From fifty employees in 1958, they have grown through numerous expansions to a combined 1,421,000 square feet of plant space. Motorola is now the state's largest industrial employer with 8000 people currently on their payroll.

The newest addition to the Phoenix area electronics manufacturers list is Unidynamics, a division of Universal Match Corporation. The plant will develop and produce activation devices and systems for missiles in the town of Goodyear, a few miles west of Phoenix.

The result of Phoenix' and Arizona's success in attracting the manufacturing industry is best exemplified by these basic figures: Manufacturing wage payments have risen from $212 million in 1958 to $360 million in 1963. Value added by manufacture in Arizona has increased from $360 million to an estimated $535 million in that same time interval.

It is comforting to hear such reassuring comments about Phoenix' industrial development staying power as these words recently voiced by Ivan E. Speer, Manager of AiResearch, whose firm has now been in Phoenix for 12 years, “The Garrett Corporation came to Phoenix following a thorough look at many areas. After a dozen years here, we're more convinced than ever of the wisdom of our choice.” Another factor of encouragement to the growth of industrial activities in Arizona is the generally good labor-management relationship. The state has a Right-to-Work Law that many industrialists have viewed as an indication of the local intent to maintain a proper balance with regard to the rights of individuals, organized labor, and plant management.

One of the maximum efforts Phoenicians have put forth to encourage sound economic growth for their area is the provision of modern, high quality institutions in higher education. Top facilities for technical and professional education are a positive factor in attracting industry of the type which has proved so well suited to the Valley, namely firms engaged in sophisticated electronics and the other new technological fields of the space age.

Says Edward Spahr, Vice President and General Manager of National Castings Company, Capitol Foundry Division: “We located our operation here in the Phoenix metropolitan area almost ten years ago. We regard the location as ideal due to the climate, the availability of skilled and unskilled personnel, the fine transportation facilities and the availability of utilities and service facilities. Of no less importance is nearby Arizona State University, which affords a reservoir of new talent as well as the means for continuing training and development.” Here is an air view of Sky Harbor in Phoenix, one of the nation's busiest airports. The original terminal (left) has been augmented by the new terminal (right) to take care of the increasing travel demands of this airport. Major airlines serving Sky Harbor make Phoenix just hours away from major population centers in this country and abroad. Home made 4x5 camera; Agfachrome CT-18; f.8 at 1/400th sec.

OPPOSITE PAGE "WELCOME, AIR TRAVELERS!" BY DON KELLER.

THE PHOENIX, ZOO

An awareness of nature, created at a tender age and nurtured through adolescent years, leads to richer, fuller adult living. Realizing this, planners built the Phoenix Zoo around an idea that zoos are primarily for children, for their recreation and education.

Appropriate to this sentiment, the Zoo's major exhibits were built with youngsters in mind. The five-acre Children's Section, integral to the total 120-acre complex, features birthday party areas, enclosures for baby ele phants, llamas, and giraffes, and a glass enclosed baby animal nursery.

The Farmer Brown section contains a red barn 50 x 70 feet, a silo, corrals, domestic fowl exhibit, brooder house, millhouse, a pitcher pump, and a garden gate to swing upon. Mother Goose theme is evident in the gaily painted rabbits lining the Children's Walking Bridge, the animal contact area, where small fry may pet and play with the animals, in the wishing well, meandering brook, and in exhibits such as the Old Woman in the Shoe, the Crooked House, and the Little Red School House. Tom Saw yer theme is echoed in the Children's Lagoon with its fishing wharf, and pirate island inhabited by Malaysian gibbons.

Popular with youngsters and adults alike is the Arizona Exhibit featuring animals indigenous to the State displayed in appropriate show case' settings. The central portion here comprises a huge walk through aviary where Arizona's birds live naturally among native flora. Visitors may walk among them; a treat for those accustomed to observing birds on the wing or through binoculars.

Safari train rides pass the Bengal tiger moat, White Rhino exhibit, Leo the Lion, the alligator pond, and the Zoo's group of rare Arabian oryxes, said to be among the world's last hundred of this species of ante lope.

Other animals displayed at Phoenix Zoo include: jaguars, leopards, Siberian tigers, cheetahs, gorillas, chimpanzees, monkeys, water mammals, reptiles, ostriches, emus, cranes, and a generous assortment of colorful tropical birds.

The red buttes of Papago present a color ful backdrop to the Zoo's landscape, and the man-made lakes draw numbers of migratory water fowl each winter which add substan tially to the beauty and enjoyment of the area. Equidistant to Tempe, Scottsdale, and the heart of Phoenix, the Zoo is adjacent to a municipal golf course, the Botanical Gar dens, the near-completed ball park, and Legend City Amusement Park.

Still under construction, Phoenix Zoo opened its doors the 21st of November, 1962. Since that time over 425,000 visi tors, representing every State in the Union, have passed its turnstiles. Plans call for con tinuous development over the next five to ten years until Phoenix Zoo ranks among the Nation's most complete zoological parks.

Currently under construction on the campus of Arizona State University in Tempe are a $1 million Language and Literature Building, a $500,000 Indus trial Design Building, a 7-story dormitory, a new multi million dollar auditorium designed by the late Frank Lloyd Wright, substantial additions to the Physical Science Building and the Engineering Center, plus a multiple-story new library.

A.S.U.'s campus covers 300 acres with a physical plant valued in excess of $30 million. The University's Engineering Research Center has thirty projects, amount ing to more than $400,000 currently in progress. The Center has grown to this position of importance since engineering classes were first initiated in 1956.

The University has five colleges, six units of research, extension and public service, and offers graduate work in twenty-two fields.

The College of Business Administration offers the complete scope of courses and programs in economics and business administration. The college's seventy pro fessors not only teach under-graduates and graduates, but also do considerable consultation privately with Phoenix business firms. The college is now a fully-accredited member of the American Association of Collegiate Schools of Business.

Dr. Durham, president of the University, anticipates an enrollment of 30,000 students by 1975. He also has stated his belief that the University can and should have a Law College in 1967.

Other schools of higher learning in the Phoenix area include the American Institute for Foreign Trade which prepares students for careers in international commerce; Grand Canyon College, a liberal arts institution, offering a Bachelor of Arts and a Bachelor of Science degree; and Phoenix College, a two-year school with an enroll ment in excess of 6,000.

Phoenix' position as an industrial trade center is enhanced by excellent transportation facilities. Thirty trucking firms with up-to-the-minute terminal facilities and the latest in mechanized handling equipment offer fast interstate shipping out of Arizona, including over night service to the important southern California market.

Phoenix is also the hub of the 5,145 mile state highway system. This network effectively links statewide business interests and permits an efficient flow of goods from Phoenix distribution facilities throughout the state and beyond. Two major railroads provide above average heavy freight service and general rail traffic routing to all parts of the continent. Much successful missionary work has been accomplished by the railroads and the shippers to establish freight rates that put Phoenix in a competitive position rate structure-wise.

Of special interest and assistance to the community is the outstanding service available from seven airlines and a very large fleet of private, business, and charter aircraft operating out of Sky Harbor and other important valley airports.

Sky Harbor has recently undergone an $8 million expansion, making it one of America's most modern and efficient airport facilities.

87 shopping centers in the metropolitan area

It is interesting to note that Phoenix is one city whose downtown central business district is just an easy 15-minute drive from one of the nation's busiest airports. The number of commercial passengers enplaned and deplaned at Phoenix Sky Harbor Airport in 1963 was up 14% over the 1962 figure and totalled 1,250,000. To go with a good transportation system and a highly strategic location in the rapidly-growing south west, Phoenix offers distributors and wholesalers the distinct advantage provided under Arizona's Open Port Law. This provides for tax-free warehousing for finished products manufactured outside the state, stored in the state, and ultimately distributed outside the state prior to an annual cut-off date. An example of what this means to Phoenix: One major appliance manufacturer distributes most of its products sold in Arizona and Southern California through a Phoenix warehouse. Today 500 companies warehouse and distribute from Phoenix. More than half of these companies are national firms. A significant number of Phoenix establishments offer a wide range of excellent public warehousing facili ties.

A recent survey by the Research and Development Department of First National Bank of Arizona of forty typical firms distributing from Phoenix facilities clearly revealed a pattern of distribution that covers not only all of Arizona, but also New Mexico, west Texas, Nevada, southern California, and to some extent por tions of Colorado, Utah, and northern Sonora, Mexico. In total, the forty sampled distribution outlets are utilizing nearly 1,500,000 square feet of warehouse space in the Phoenix area. These operations provide direct employment for several hundred persons. Nineteen of the firms cover at least all of Arizona out of Phoenix. Additionally, eleven serve some portion or all of New Mexico. Seven are regularly servicing counties in west Texas. A half-dozen have daily ship ments to California. Thus, Phoenix is definitely becoming established as an important distribution center for a fast-growing south west market that already contains a population of twenty five million people within a radius of 700 miles from Phoenix. Phoenix is also the natural and primary retail trading center for the state of Arizona servicing, în addition to its resident population, visiting tourists and residents from outstate communities and areas who make occasional shopping forays into the capital city. The best evidence of the importance of Phoenix as a truly prominent trading center is to be found in the employment figures for wholesalers and retailers in Maricopa County. There are now 58,000 persons so employed

NATIONAL LIFE AND CASUALTY INSURANCE COMEDY

and this represents 112% gain over the past ten years. It also clearly ranks wholesaling and retailing as the number one source of employment (by industry grouping) in metropolitan Phoenix. The distribution category is leading manufacturing, the second-ranked group, by nearly 16,000 jobs.

First National's revised Phoenix Shopping Center Study lists a near-overwhelming figure of 87 shopping centers in the metropolitan area. All have been built since 1950. Four could be legitimately described as regional centers. This large number of shopping centers also reflects to some extent zoning practices which have wisely restricted the tendency toward locating businesses in unplanned strips.

The very fact that Phoenix is a dominant trading center in the southwest has been in part responsible for its emergence as the leading Arizona financial center. State-wide Arizona businesses usually keep the bulk of their deposits on account with Phoenix banks.

Indicative of Phoenix' role as a financial center for the state is the metro-area's share of the total banking business in Arizona. While Phoenix has 53% of the state's total population, the same county area has 64% of all Arizona bank deposits.

Of the twelve banks operating in Arizona, seven have their home offices in the metropolitan Phoenix area. Of the 232 banking offices located throughout the state, 208 are represented by Phoenix home office locations.

Twenty-seven of the state's fifty-nine state-chartered credit unions are headquartered in Phoenix. Thirty-four of Arizona's eighty Federal credit unions are located in the metropolitan Phoenix area.

At the latest count, 152 Arizona insurance companies have their home offices in Phoenix.

Six title companies with branches scattered throughout the state have their head offices in Phoenix.

Of the twelve savings and loan associations operating in the state of Arizona, half have their home offices in the Phoenix area. More importantly, fifty of the total of sixty-three savings and loan offices state-wide are administered from Phoenix.

One question interested people usually ask about the Phoenix area economy involves the adequacy of water supply. As a permanent supply, the Salt River Project Area in and around Phoenix has available a rechargeable annual surface flow averaging one million acre feet. Another million acre feet is pumped from large underground aquifers. Against this supply total consumption of water in the city of Phoenix last year was about

NOTES FOR PHOTOGRAPHERS FOLLOWING COLOR PAGES

"THE FIELDS ARE GREEN COTTON" Despite the increasing importance of manufacturing, agriculture is still the basic factor in the economic life of Phoenix, and cotton is still king! The construction of Theodore Roosevelt Dam on the Salt River, over fifty years ago, and other dams on the Salt and Verde Rivers, assures water for what was once useless desert land. The Salt River Valley Project, a milestone in reclamation, keeps the fields green. 4x5 Speed Graphic camera; Eastman E-3; f.45 at 1/10th sec.; September; sunny day; 250 Norwood meter reading; ASA rating 64.

"THE FIELDS ARE GREEN ROSES" Agricultural crops of the Salt River Valley, of which Phoenix is the center, are many and diversified. In several areas around the city are to be found rose farms which annually send millions of rose plants to markets throughout this country. 4x5 Linhof camera; Eastman E-3; f.45 at 1/10th sec.; 12" Xenar lens; sunny day; 250 Norwood meter reading; ASA rating 64.

"THE FIELDS ARE GREEN LETTUCE" Because of ideal weather conditions, agriculture is a year-long business in the Salt River Valley. Crops ranging all the way from cantaloupes to cotton, from safflower to strawberries, keep the farmers busy. Here is shown a field of lettuce, near Phoenix, harvested for the nation's salad bowls. Lettuce is a major crop in central Arizona. 4x5 Linhof camera; Ektachrome; f.16 at 1/100th sec.; 6" Schneider Xenar lens; February; sunny day.

"FOUNDATIONS OF CONFIDENCE" a mural by Jay Datus photographed by Arizona Photographic Associates. This photograph was taken in the home office of the First National Bank of Arizona, showing the mural "The Builders" largest of a series of murals entitled, "Foundations of Confidence" by Jay Datus. The mural is ten feet high, forty feet long and eleven feet seven inches above the floor. 8x10 Deardorff camera; Eastman E-3; f.11 at open flash; 71/2" Ektar wide field lens; blue flash; ASA rating 64.

"MODERN INDUSTRY," "ONE OF THE CITY'S MANY SHOPPING CENTERS" and "INDUSTRY IN THE SUN" show typical examples where many Phoenicians work and shop in the sun. While manufacturing since World War II has leaped to the front in dollars and cents value in the economic life of the community, you find few ugly smokestacks, belching black smoke, to foul up the clean air.

"PHOENIX HOST CITY IN THE SUN" Phoenix has always been and always will be an important tourist center. Pleasant, mild winter climate makes the community one of America's most important winter vacation areas. Shown on these two pages are but a few of the many hotels, resorts and motels catering to the visitor. Air-conditioning in recent years has made Phoenix a delightful place to visit in the summer. Dozens of new, modern motels do a thriving summer business.

About 200,000 are feat. The balance, or 90% of the total supply, gom to imigate the Valley's crора.

As land use in the Phoenix area changes so that houses, businesses, and highways displace cultivated acre age, this change in in luod use and transfer of water require mous occas logically and within the capacity of existing wer supplies.

In a U. S. Supreme Court decision last year, Arizona was awared additional sommal surface flow water from the Colorado River. There is a carefully detalled and ecosomically feasible plan called the Connal Arhona Project which, when effected, would bring an additional ene million pls acze feet of water to Phoenix and ovstral and southern Azzone.

Therefore, although vary sabmatial growth is antic ipated, the water situation in Phoenix is undoubtedly more predictable and manageable with bettar assured present and future souron tisan most of America's major When people approaching retirement were recently sampled in a national survey, 20% of those interviewed wanted to move to a warm climate. With this important factor in mind, the potential for the retirement industry in the Phoenis area has to be stressed as large indeed.

The focus of zetkeas to the Phoenix scene is already an important plus to the balance of the economy. The The influx of citizens for the most part de not require a employment and yet they do account for an inflow of capital, substantial new construction, and other expenditures.

At least twelve retirament conmaakles or speciel projects in the Phoenix metropolitan area cater exclu sivaly to people in the retiree category.

The ability of Phoenix to stimet new residents was revealed in a recent study in one retirement community near Phounix where homeowners represent former susi dants of forty states and three foreign countries.

The economic growth of Phoenix has quite naturally occasioned a great deal of construction activity. An average of 15,000 housing units have been built in the Valley during each of the last five years. No less than thirteen new high rise structures have appeared on the Phoenix skyline over the past five years. As a result of the heavy construction activity in the Valley, Phoenix was ranked eighth in the nation in the value of building permits issued during 1963, posting a 16% increase over 1962.

Certainly, but area leaders are meeting them head-on. A $135 million flood control program has recently been approved. The occasional appearance of a little smog has prompted passage of a county air pollution control code to correct, remove, and prevent air contamination in all its forms.

Developing streets and highways to keep up with the rapid growth has indeed been a considerable challenge, but three hard-working citizen committees, dedicated public servants, and a willing electorate have approved construction of 109 miles of local streets costing $8.3 million through improvement districts alone since 1960. The city played a major role in getting approval through the State Legislature to an increase in the gasoline tax of 1¢ per gallon, with 80% of the revenue thereby derived going to Arizona cities. As a result of such efforts, Phoenix has twice won the All American City award.

The total enrollment in county elementary schools has jumped from 84,705 to 117,550 in just four years. This has heavily taxed the abilities of planners, educators, builders, and the public, but first-class facilities and instruction have been maintained.

Here in Phoenix, the pioneering spirit of the frontier, so much a part of the traditions of the West, today is still very much in evidence as residents work together to further the Valley's economic growth. Phoenicians are proud of the prominent role local manufactures have in the development of space age technology. When the first American lands on the moon, it is almost certain that numerous Phoenix-based firms will have played a key role in producing the equipment to get him there and safely back to earth.

We are determined to maintain our favorable business climate and we are confident that Phoenix economy will continue its vigorous growth, yielding an overall better for its people and contributing importantly to the economy of the nation.

Phoenix-City of Beautiful Parks

Among these smaller parks are sixteen city-operated swimming pools. Fresh lessons and Hoguard superikion re furnished during the susaner semen.

A total of four municipal golf courses are operated by the city: the Encanto short nine, Encanto 18-hole course, Maryvale 18-hole course, and the attractive new Papago Park conse Another unique feature of the Phoenix park program is the derslopment at Horsethief Basts, loosted some ninaty miles northwest of the city in the pine-studded Bradshaw Moumains. The city operates the Horsethlef recreation facility under a Prescott Nationel Forest special use permit. The pannit was obtained churing the 1930's when there was no refrigeration and latle evaporative cooling in the valley.

For the parched Phoenicians of that era, Honiothlaf Basin sepresented a. refreshing escape from the searing. deset hest. The area features a small lako, lean-to camp ing shelters, cabins, store and a dance hall. Development was accomplished through the combined effort of the city, Forest Service and the CCC.

Conditions have changed since the depression years. Modern air-conditioning, three-speed evaporative cooler, and backyard swimming pools no longer make a city operated mountain retreat necessary. Smooth highways and efficient automobiles now place numerous highelevation playgrounds within easy reach of the weekend traveler.

The result is that Phoenix now is considering releasing the area to the county, state or Forest Service, Although the area gets little acclaim these days, some ten thousand people struggled up the Cactus House thief Basin road last year to relax amid the sweat-scented pines and ceiling night alk.

More permanent than park is the Pueblo Grande Ruins, which is maintained for the public by the city parks department. This is the site of the prehistoric HoHoKam Indian settlement. It was these amazing Indians who first discovered the secret of the valley's irrigation canals, many of which followed the same routes of the cement-lined sluices in existence today.

The ancient ruins are still much in evidence and a museum of Indian artifacts gives the visitor an insight Into this resourceful aboriginal tribe.

Supervision of Phoenix parks is provided by the city staff through the Parks and Recreation Department. In addition, a Parks, Playgrounds and Recreation Board brings an added measure of citizen participation into park policies.

Phoenix has put a farsighted approach in its parks program. The shortened work work and the American philosophy of carefree fun and play have placed an enormous stavala on recreational facilities in cities all over. the country. The fact that Phoenix is mosting the chal lenge in the face of phenomenal population growth is a credit to the prophetic spirit of is poople and the msponsiveness of city officials.

INTO THE DUSK The hills are mantled in softest rose As the great airliner sails Into the deepening blue; the ground Is shrouded in amethyst veils. A distant peak is softly outlined Against the evening sky, And soon the shadows will merge and blend As twinkling stars multiply.

ADOBE HOUSE This was no hurried job He waited days for bricks to dry, And months for foot-thick walls to set. He made the dwelling strong With sturdy lintels over doors, And heavy timbers for its beams. He wrought painstakingly; And with a dream that generations, Yet to come, might call it home.

MOON-CHILD Child of wonder Child of light Climb the ladder Of the night. In the shadow Of the pool Dawn will wait Serene and cool. Clasp the silence For your song! Life is brief And love is long. Child of wonder Child of light Tip-toe . . . tip-toe Down the night, Quiet as a bird In flight.

TO EVENING O Evening enchanted! Canopied in ghost-clouds, Flooded in moon mist, Studded with myriad white stars That sparkle and spin Down the blue void of Time.

ELOQUENCE There is no eloquence like that Of metric, muted rain Tapping rhythmically its signals On my drooling window pane.

RIDING NIGHT HERD Restless the cattle stir, While moonlight makes a ghost dance Of their white faces. A cowboy circling on a buckskin Sings a love song By way of accompaniment.

YOURS SINCERELY WHILE WHIZZING ALONG THE AUTOBAHN:

Congratulations! The European Exchange System (PX) has just put your Christmas issue on sale. As usual, it is tre-mendous! Imagine whizzing down the Auto-bahn in a snowstorm and stopping at "an American island" (the Snack Bar) and see-ing the beautiful Christmas issue right before your eyes!

We have not missed an issue of ARIZONA HIGHWAYS for several years and many of our German friends enjoy each issue.

The beautiful falling snow here in Southern Bavaria at the base of the Alps reminds me of our years in Flagstaff.

E. B. Hale APO New York, New York

I wish to take this opportunity on behalf of the Page Chamber of Commerce and myself to express our most sincere apprecia-tion to you and your staff for the most excel-lent presentation you have made in the January issue of ARIZONA HIGHWAYS of the fabulous Lake Powell area.

I don't know whether we are just biased up here but we feel that this is perhaps the finest issue you have ever produced and that it will do an incalculable amount of good in promoting this fantastic area which the peo-ple just must learn more about.

R. H. McKnight, President Chamber of Commerce Page, Arizona

"Lake Powell" what an unspeakable tragedy. The depressing prose of the apologists and their drowning pictures should have been edged in black. But long life to Wahweap Marina and the snack bars.

To me, Josef Muench's photographs of the Colorado River Canyon country in the January ARIZONA HIGHWAYS are the finest ever taken of that region. They give the true feeling and allure of the Arizona-Utah rock wonderland better than any I have seen. I have been by boat twice down the Colorado River and have hiked, ridden horse-back, and flown in plane and helicopter in much of the canyon country. After studying Muench's pictures, I feel for the first time that perhaps we haven't lost as much by the construction of Glen Canyon Dam as most conservationists seem to think.

W. L. Rusho Murray, Utah

OPPOSITE PAGE

"PHOENIX VIEW FROM SOUTH MOUNTAIN" BY DEBS METZONG. Photo taken from north side of South Mountain about 300 yards up side of mountain, looking north over Japanese flower gardens at Fortieth street and Baseline Road, Phoenix. Gardens of stock in bloom, cultivated by Japanese flower gardeners during February and March, which is the peak season for this colorful display of spring blooms, is a major tourist attraction in the Valley of the Sun. For Easter, this flower crop will go by airplane to major flower markets in the United States and Canada. Visible in the distance is the skyline of modern, busy Phoenix.

BACK COVER

"PHOENIX - CITY ON THE MARCH" BY HERB MCLAUGHLIN. Photograph taken from a helicopter over Phoenix Country Club looking west and north showing the Osborn Road-Central Avenue area in Phoenix. Removed from the Downtown Phoenix area are these new high-rise buildings: (left to right) Guaranty Bank, Executive Towers and the Del Webb Company building. The Del Webb Company has already started con-struction of high-rise additions to the Webb-Rosenzweig complex. Phoenix is on the March -east, west, north and south.