Heineken's Co-Sponsors
As Amsterdam Concert
DATE
CITY
April 10
Washington
11
Philadelphia
12
Troy
13
Bridgeport
15
New York City
15
Storrs
17
Providence
18
New Haven
19
New York City
20
Lewisburg
23
Ann Arbor
24
Toledo
25
Saginaw
27
E. Lansing
28
Grand Rapids
29
Lafayette
30
Chicago
May 1
Ft. Wayne
3
Louisville
4
Lexington
5
Evansville
7
Nashville
9
Little Rock
10
Ruston
11
Ruston
The seventy-three year old famous Amsterdam Con
certgebouw Orchestra will begin a United States tour on
April 10th in Washington, D. C. This Holland orchestra
rates among the leading symphony orchestras in the
world.
Its name is derived from the Amsterdam Music Audi
torium which has been the mecca for world famous
composers, conductors and soloists who have come to
Amsterdam to either conduct or be part of this world
famous orchestra. Its 106 musicians will perform during
43 concerts in 40 American cities under the auspices of
the Columbia Artists Management.
It has been suggested in Holland, on the occasion of
this American tour, that among the leading Dutch indus
trial organizations, a goodwill plan be coordinated as a
special salute to Holland during this tour.
Here in America a committee has been organized to
direct this "Salute to Holland" goodwill program. The
committee, under the chairmanship of Mr. van Munching,
organized a special program of public relations to take
place in many of the cities that this concert orchestra will
visit. For example, in Washington, D. C., the Commis
sioners will proclaim a "Salute to Holland" week. In
addition, our distributor, Milton S. Kronheim 8c Co., has
made arrangements to install many window displays
around the theme of "Salute to Holland" and, of course,
Heineken's Beer.
Prominent restaurants such as the Pavillion Restau
rant in the District of Columbia will not only feature
Dutch decor but during the "Salute to Holland" week
will feature Dutch foods on their menus.
In Chicago, Mayor Daly has issued a proclamation
commemorating April 23 to 30th as the "Salute to Hol
land" week, and State Street, downtown Chicago's major
commercial avenue, will be decorated with Dutch tulips
and flags. Similarly, Michigan Avenue from Oak Street
to Bridge will be decorated with tulips and flags. Many of
Chicago's leading department stores such as Saks, Bram-
sons and Bonwit Teller will feature Dutch window dis
plays (including our Heineken's wooden shoe)
Our Van Munching 8c Co. representatives in Chicago
are arranging for many displays in the better restaurants
and stores that feature Heineken's Beer.
The Los Angeles Examiner and the Chicago Tribune
have already made special plans to feature Holland in a
forthcoming issue of their Sunday Magazine Supplement.
Heineken's, as you know, will be advertised in both of
these publications.
Governors of the states of Ohio, Indiana, Kentucky,
Connecticut, Pennsylvania and Michigan have already
issued proclamations declaring "Salute to Holland" week
in their state, for dates that coincide with the visit of the
Concertgebouw.
Mayors in the following cities have also issued proclama
tions in time to coincide with the visit of the orchestra
in their city.
Toledo, Ohio
Louisville, Ky.
Chicago, Illinois
Providence, Rhode Island
Fort Wayne, Indiana
Lafayette, Indiana
Bridgeport, Connecticut
Berkeley, California
Fresno, California
Ruston, Louisiana
Santa Barbara, California
Claremont, California
Grand Rapids, Michigan
In New York City, special displays are being set up in
the Hotel Taft where the orchestra will stay, and "Salute
to Holland" posters are being incorporated by our repre
sentatives in the many Heineken's window displays
throughout the town. Mayor Wagner will issue a procla
mation on April 18th declaring "Salute to Holland" wee*
for the duration of the orchestra's visit in New York City>~^*~
Listed below is the complete itinerary of the orchestra
from April 10th through June 4th.
