Poster for 1933 Chicago World's Fair

On Chicago Day of 1933 at Chicago's second world's fair, the Century of Progress, Mayor Edward J. Kelly looked up from his prepared remarks and called for the exposition to be re-opened the following summer, which it subsequently was. By now, however, Chicago's shining prospects, let alone the fire, were far from the public mind. The country was suffering from the Depression, and for the previous five years, for the first time in its history, the city's population had been declining. So the fire anniversary became a general city birthday celebrated in order to drum up badly needed business both at the fair and beyond. Retail merchants downtown tried to entice shoppers with a series of bargain promotions, starting with "Home Needs" day (moving on to "Women's Apparel Day," "Children's Day," "State Street Day," and "Men's Day"), a parade of floats carrying store models, and a huge birthday cake. "Breaking the frosting from the inside," a feature story on the party promised, "will be a pretty girl chosen as the spirit of State Street." To be sure, there was some mention of the fire in these years. Mrs. Henry E. Mason, whose father-in-law had been mayor at the time of the conflagration, was hostess of a special reception at the 1933 fair. On Chicago Day of 1934, three firemen who fought the conflagration, all now in their eighties or nineties, had their picture taken for the papers, flanked by Mayor Kelly. In related festivities, the Century of Progress reprised the spectacular Chicago Day ceremonies of the Columbian Exposition with a pageant and fireworks show, titled "The Burning of Chicago." A description explained how the destruction of the city would be recapitulated against the night sky: "Gradually growing into the scene will be the buildings of downtown Chicago, then considered architectural wonders; the water front with boats at dock, the spires of churches, and a downtown street scene. A moment later all will be consumed by leaping, crackling flames. As the fire dies and visitors troop from the grounds they will see the Chicago that rose from the holocaust--the Chicago that endured to sponsor the world's greatest exposition."

Bird's-Eye View of site of 1933 World's Fair

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