MAY-JUNE, 1966 Our National Parks, Page 11 Vol . 13 COYER : Zeroing in on target , Brenda Lyle demonstrates th e sales power packed in the ne w graphic design for one-way pack aging for Coca-Cola. This de sign with its repetitive diamond shaped pattern is the latest am munition which Coca-Cola bottlers are using to stir up excitement in the marketplace. Al l one-way containers for Coke wea r the new look"-including cans , can wrappers and can shippers a s well as one-way bottle labels , one-way wrappers, one-way shippers and paper cups. The new graphic design for one-wa y packaging is expected to corra l much dealer and consumer interest wtih resulting display, action and sales. MAY-JUNE, 1966 No . 3 Baltimore Branch Plant Offer s Educational Opportunity 4 Chicago Branch Continues Program B It's More Than One' Time Again 9 Our National Parks 1 1 Profile of A Brand Manager 17 Water 21 A Natural Resource Vital to Our Business Five Regional Laboratories Established 25 Mrs . Martin Aids Youngsters 27 New Switchboard Provides More Efficient Service 28 The Coca-Cola Club Visits A Hospital 30 For Your Information 31 Retirements and Service Awards 34 LO W E L L W . LEHMAN Edito r KATHERINE BARNWELL McRAE NANCY MASON JOHN STUART . . . . McKENZIE Assistant Edito r Editorial Assistan t Art Directio n Published bi-monthly for the employees of The Coca-Cola Compan y on behalf of the Public Relations Department of The Coca-Col a Company by The Hickory Publishing Company, P .O . Drawer 1734 , Atlanta, Georgia 30301. Copyright 1966 by The Coca-Cola Company . "Coca-Cola" and "Coke " are the registered trade-marks which identify only the product of Th e Coca-Cola Company . "Sprite," "Fanta," "TAB," "Chime" and "Fresco " are also registered trade-marks of The Coca-Cola Company . BUFFALO ROAM in Platt National Park, one of the smallest of our national parks, in the foothills of the Arbuckle Mountains of southern Oklahoma . OU R ,Yp40'~ B pd PARKS M ILLIONS OF PEOPLE AR E DISCOVERING AMERIC A and its beautiful natural endowments-from sun-kissed desert land s to towering mist-cloaked peaks-by visiting this country's far-flun g federal recreation areas . Every citizen is part owner of our vast public lands, coverin g about 465 million acres . These include national forests, parks, se a (Continued) THIS IS ONE of a succession of beautiful panoramas in Shenandoah National Park . (Photo Courtesy National Park Service ) (Continued from page 11 ) shores, reservoirs, historic battlefields and monuments . The National Park Service, U . S. Department of the Interior, administers 206 of these federal recreation areas. Of the public lands in the Nationa l Park System, the 199 areas reporting on visitatio n for last year had a whopping total of 121,312,00 0 visitors ! Names of 36 of our national parks and monument s appear on bottoms of bottles of Sprite to promot e even further use and enjoyment of these federal recreation areas . Parks promoted on Sprite bottles rang e from the Shenandoah National Park in the heart of the Blue Ridge Mountains of Virginia to Ho t Springs National Park in a valley surrounded by th e Ouachita Mountains of Arkansas . Of course, Coca-Cola, Sprite and our other products provide welcome refreshment for visitors t o our national parks as well as all types of recreatio n sites over the country . This year the federal government is conductin g "Operation Golden Eagle" to encourage American s to invest in Uncle Sam's Federal Recreation Are a Entrance Permits-known as "Golden Passports " because they provide entry privileges to some 7,00 0 federal recreation areas . A $7 gold-colored permit will admit a family o r a group in a private car to these areas, not just once, 12 but as many times as desired during the period fro m April 1, 1966 through March 31, I967 . Money from the sales of the "Golden Passport " goes into the Land and Water Conservation Fund . Appropriations from this Fund go to the states an d their cities and counties for acquisition, plannin g and development of outdoor recreation areas fo r certain federal recreation purposes . In announcin g the 1966 recreation fees, Secretary of the Interio r Stewart Udall said those who buy the new $7 "Gold en Passport" are helping to endow the nation' s "future outdoor recreation estate." Recreation areas where the "passport" can be used for entry are administered by the Forest Service , National Park Service, Fish and Wildlife Service , Corps of Engineers, Bureau of Reclamation, Burea u of Land Management and the Tennessee Valle y Authority . These agencies do not charge fees for the recreation use of all the lands they manage . However, fee s are charged at "recreation fee areas" designated under the Land and Water Conservation Act of 1965 . These fees are charged only at areas which have recreation facilities or services provided at federa l expense . If a person chooses not to buy a "Golden Pass port" to all federal recreation areas valid for hi s (Text continued on page 14) THE REFRESHER ROUTE TRUCK from the Harrisonburg Coca-Col a Bottling Company, Harrisonburg, Va ., service s Visitor Center on the famed Skyline Drive whic h bisects Shenandoah National Park . OU R EEff'O@n\l ROBERT MATHIAS of Bottler Sales, The Coca-Cola Company, Oklahoma City, talks wit h Richard Rayner, left, acting superintendent o f Platt National Park, in Southern Oklahoma, an d William Burnside, park ranger . PARKS Names of the following 36 national parks are authorized to appear on Sprite bottles : VAN H. LYELL, right, president of the Coca-Col a Bottling Company of Hot Springs, checks nam e of rational park on bottom of Sprite bottl e as Bernard Campbell, superintendent of Hot Springs National Park, looks on . MAY-JUNE 1966 Acadia National Par k Big Bend National Par k Everglades National Par k Gettysburg National Military Par k Grand Canyon National Park Mammoth Cave National Park Olympic National Par k Rocky Mountain National Par k Saratoga National Historical Par k Sequoia National Par k Shenandoah National Par k Zion National Par k Hot Springs National Par k White Sands National Park Isle Royale National Par k Great Smoky Mountains National Par k Ft. Sumter National Monumen t Shiloh National Military Par k Lincoln Memoria l Joshua Tree National Monument Yellowstone National Park Glacier National Par k Crater Lake National Par k Wind Cave National Park Mt . McKinley National Par k Cumberland Gap National Historical Par k Hawaii National Park Petrified Forest National Monumen t George Washington Carver National Monumen t Death Valley National Monumen t Mound City Group National Monumen t Scotts Bluff National Monument Platt National Par k Grand Teton National Park Statue of Liberty National Monument Chickamauga National Military Park 13 (Continued from page 12 ) entire family for one year, he can buy various type s of temporary permits . A "Golden Passport" may be obtained by mailin g $7 to Operation Golden Eagle, P .O . Box 7763 , Washington, D .C ., 20044 . In general, it also is avail able at areas where it may he used for entrance, a t many offices of the American Automobile Association and in offices of agencies administering federa l recreation lands . Federal recreation areas administered by the National Park Service cover more than 26,000,00 0 acres . Largest of these is the Katmai National Monument in Alaska (with 2,697,590 acres) which boast s 15 active volcanoes and the world's largest bear the big brown hear . The smallest is the "Hous e Where Lincoln Died," located on a fraction of a n acre in Washington, D .C . One of our largest and most popular nationa l parks is Yellowstone which covers 2,213,206 acre s in northwest Wyoming and is noted for its gushing geysers, its roaming hears, and its scenic vistas . Certainly, one of the most beautiful is the Shenandoah Nationa l Park which encompasses over 30 0 square miles of scenic mountai n country and claims 60 peaks tha t rise 3,000 to 4,000 feet . The 105 mile Skyline Drive winds along th e Blue Ridge highland and roughl y bisects Shenandoah National Park . Seventy-five parking "overlooks" o n the drive provide a succession of breathtaking panoramic views of the lush beauty of the wooded slope s and the Shenandoah River Valley . From Hogback Overlook on a clear day, you can count 11 bends i n the river . The entire Shenandoah National Park is service d by the Harrisonburg Coca-Cola Bottling Company , Harrisonburg, Va . I . J . Baugher, president and manager of the company, said the plant supplies Coca-Cola , Sprite, TAB and Fanta flavors to restaurants, lodge s and camping areas in the park . Our products, available in Shenandoah Nationa l Park in bottles, cans and post-mix dispensers, ar e sold through the concessionaire-the Virginia SkyLine Company of Luray, Va . This company, headed by Fitzgerald Bemis, a Virginia state senator, operates all the lodging and restaurant facilities, servic e stations and a gift shop in the park . Hot Springs National Park in Arkansas, set asid e as a federal reservation in 1832 and established a s a park in 1921, attracts thousands of visitors each year . Many come for the famous Hot Springs thermal baths . More than a million gallons of water , with an average temperature of 143 degrees F ., flow from the park's 47 hot springs each day . There are hydrotherapy facilities in 17 bath houses operated under regulations approved by the Secretary of the Interior. Seven of these are in the park a t the base of Hot Springs Mountain, constituting wha t is known as "Bath House Row ." The Libbey Memorial Physical Medicine Center and the Vocational Rehabilitation Center are nationally know n institutions offering a complete physical therap y program and specific treatment of physical problems . The park also maintains a free museum, mountain-top observatory and the Gulpha Gorge recreation area and amphitheater . Many facilities for outdoor recreation-such as fishing, swimming and water skiing-are available in the area. The Coca-Cola Bottling Company of Hot Spring s supplies Coca-Cola, Sprite, TAB, Fanta flavors an d Fresco to outlets in the Hot Springs National Park . "We are very well represented there," said Van H . Lyell, president and manager of the company . "W e have vending machines in 90 percent of the bat h houses . Our products are sold in bottle and pre-mix . One of our pre-mix vending machines is in th e observation tower on the top of Hot Springs Mountain . " Platt National Park, nestled in the foothills of th e Arbuckle Mountains in southern Oklahoma, is on e of the smallest of our nationa l parks . A little less than 1 .5 square miles in size, the park nevertheles s contains fresh-water springs, sulphur springs, bromide springs , sparkling streams, wooded valley s and grass-covered hills . Buffal o Springs and Antelope Springs i n the park are so named becaus e herds of these animals come from the surrounding prairies to drink there . More than eight miles of trails provide access t o hikers to all points of interest within the park . There are no restaurant or lodging facilities insid e the park, but many tables and grills are provided fo r those who wish to picnic there . Robert Mathias of Bottler Sales, Oklahoma City , The Coca-Cola Company, said Coca-Cola, Sprite an d TAB are available in Sulphur, Okla ., which is adjacent to Platt National Park . Outlets in Sulphur ar e supplied by the Ardmore Coca-Cola Bottling Company . Mr. Mathias said picnickers take our product s into the park in portable coolers . A recent' issue of The Saturday Evening Post ha d a special "Discover America" supplement, and on e of the advertisements in the section was for Sprite . Besides the 6,500,000 regular subscribers of the magazine exposed to our ad for Sprite, thousands o f other people saw copies of the supplement whic h were mailed by The Post to key motel and restauran t chains that primarily cater to the traveling public . Vice President Hubert H . Humphrey, chairma n of the President's Task Force on Travel, wrote th e opening message for the supplement . "To all Americans I say, get up and go," Mr . Humphrey emphasized . "This land is your land . Se e it . Get to know its history . Get to know your fellow citizens . . . I hope every American will choose 196 6 as the year to discover America . " OU R p PARKS GRAND TETON National Park in Wyoming boasts spectacular peaks, several sparkling lakes and fine camping and picnicking facilities . (Photo Courtesy National Park Service) ,