Golden Rondelle Theater

The Golden Rondelle Theater is a corporate-sponsored theater and visitor facility at the Johnson Wax Headquarters complex of S. C. Johnson & Son in Racine, Wisconsin. Its history began with the 1964 New York World's Fair, where it operated as the Johnson's Wax Pavilion. The pavilion was commissioned by S. C. Johnson president Herbert Fisk Johnson Jr., who wanted the company to participate in the fair despite internal concerns that the project might not generate a direct commercial return. Designed by Lippincott & Margulies, the pavilion combined an elevated, gold-colored, disk-shaped roof with a circular auditorium containing approximately 500 seats. Its architecture was intended to express the company's modern visual identity and to create a memorable public setting for a film-based brand presentation. Construction began in October 1962 in the industrial section of the fairgrounds at Flushing Meadows–Corona Park in Queens, New York. The pavilion included more than the theater itself: visitors encountered shoeshine machines, a household-information center, and a children's playground. The principal attraction was To Be Alive!, an internationally themed short film produced by Francis Thompson and Alexander Hammid. Originally forty minutes long, the film was shortened to eighteen minutes to allow more visitors to attend each day. The pavilion opened with the fair on April 22, 1964, after a press preview earlier that month. Admission was free, and the attraction quickly became one of the fair's most popular corporate exhibits. During the two fair seasons, the pavilion received about five million visitors, while its shoeshine equipment served nearly two million pairs of shoes. To Be Alive! was shown repeatedly throughout the day, and demand sometimes produced waits lasting several hours. The pavilion also attracted prominent visitors and hosted a special Johnson's Wax Day in June 1964. Its success made the structure an important example of mid-century corporate exhibition design, in which a company used architecture, film, hospitality, and educational content to build public recognition rather than relying only on conventional advertising. After the fair closed, S. C. Johnson decided to preserve and relocate the structure to Racine. The pavilion was substantially rebuilt beside the Johnson Wax Headquarters; only the original steelwork was retained. Taliesin Associated Architects designed two brick pavilions to flank the relocated theater, while local contractors handled the reconstruction. The project cost $350,000 and was rededicated in July 1967 with another screening of To Be Alive!. In Racine, the facility served both corporate and public purposes. It hosted company meetings, film screenings, lectures, seminars, workshops, community programs, and visitor activities connected with the headquarters complex. As interest in the original World's Fair film declined, the theater broadened its programming. It presented films by Francis Thompson, including To Fly, Living Planet, and On the Wing, as well as American Years, which was introduced during the 1976 United States bicentennial period with a larger screen and surround sound. The venue also hosted environmental programs, educational series, holiday activities, concerts, recitals, and events for nonprofit organizations. The Kaleidoscope Educational Series became an important part of its role, bringing large numbers of schoolchildren to the site. By the 1980s the theater had become a visitor center for the Johnson Wax Headquarters, with tours of the complex beginning there. In later decades, the Golden Rondelle continued to operate as a film, meeting, event, and visitor venue. Some films were shown by request, including restored or digitized material after the original print of To Be Alive! deteriorated. The theater also screened the documentary Carnauba, A Son's Memoir from 2002 and presented films about Frank Lloyd Wright and Wisconsin. It has been used by S. C. Johnson and rented to outside groups. A roof leak discovered by company staff led to roof repairs in 2018. The building remains notable not only as a functioning theater but also as a surviving remnant of the 1964 World's Fair and as part of the architectural and visitor experience of the Johnson Wax Headquarters.

The Golden Rondelle Theater originated as the Johnson's Wax Pavilion at the 1964 New York World's Fair. S. C. Johnson president Herbert Fisk Johnson Jr. supported the project because of his interest in World's Fairs, although some company executives questioned whether a pavilion would be financially worthwhile. The company leased a site in the fair's industrial section and hired Lippincott & Margulies to design the building. The firm created a steel-framed structure with a gold-colored, disk-like canopy suspended above a circular auditorium. The pavilion was designed to be dismantled after the fair, allowing its principal structural elements to be reused. Construction began on October 16, 1962. The pavilion occupied roughly 33,000 square feet and was intended to communicate the Johnson brand through architecture, film, hospitality, and practical demonstrations. Francis Thompson and Alexander Hammid produced To Be Alive!, a film about children from different parts of the world growing toward adulthood. The film was shortened from its original forty-minute format to eighteen minutes so that the pavilion could serve more people. The structure topped out in October 1963 and received a press preview in April 1964 before opening on April 22 with the fair. The pavilion provided free admission and showed To Be Alive! repeatedly throughout the day. It also included shoeshine machines, a home-information center, and a playground. The attraction proved exceptionally successful. Approximately 2.5 million people visited during the first fair season, and the pavilion was renovated between seasons to improve crowd control, expand the information center, refurbish the shoeshine equipment, and enhance the playground. It reopened for the second season in April 1965 and ultimately recorded about five million visitors across both seasons. Its shoeshine machines served nearly two million pairs of shoes, while the film became the central reason for the pavilion's popularity. After the World's Fair, S. C. Johnson dismantled the pavilion and considered where it should be preserved. In January 1966, the company announced that it would move the structure to Racine, placing it near the Johnson Wax Headquarters. Taliesin Associated Architects designed two brick pavilions around the theater. More than a dozen nearby buildings were removed to create a park-like setting, and excavation began in June 1966. The relocation was not a simple move: most of the theater was reconstructed, with the original steel shell being the principal component retained. The total project cost was reported as $350,000. The theater reopened on July 27, 1967, and initially continued showing To Be Alive! while also hosting S. C. Johnson corporate meetings. The Racine venue gradually developed a broader civic and educational role. When demand for the original film weakened, the theater began presenting workshops, performances, environmental programs, holiday activities, concerts, lectures, seminars, and films. A larger screen and surround sound were installed in 1976 for American Years. Francis Thompson's To Fly was added in 1978, followed by the Kaleidoscope Educational Series in 1979 and Living Planet in 1980. The theater also presented IMAX material and later added On the Wing and other films. These programs helped the venue remain relevant after its World's Fair origins had become historical. During the 1980s, the Golden Rondelle became a visitor center for the Johnson Wax Headquarters. Tours of the complex began there, and the building hosted events for nonprofit groups, community organizations, and S. C. Johnson. By the 1990s, several films were shown by request, while the theater's educational work brought many local students to the site. The original film print of To Be Alive! eventually deteriorated and screenings were suspended until the work was restored and digitized. The theater also showed films about Frank Lloyd Wright and Wisconsin, as well as Carnauba, A Son's Memoir beginning in 2002. The building remains in use in the twenty-first century as a visitor facility, film venue, corporate meeting space, and rentable event location. Its gold saucer-shaped roof and connection to the Johnson Wax Headquarters make it an important part of S. C. Johnson's architectural heritage. It is also one of the surviving structures associated with the 1964 World's Fair. A roof repair in 2018 addressed a leak discovered by company personnel. The Golden Rondelle therefore functions simultaneously as a preserved World's Fair artifact, an expression of corporate design, and an active public-facing cultural venue.

• 2018

  Roof repaired

  [1]Golden Rondelle Theateren.wikipedia.org

  The theater's roof was repaired after a leak was found.

• 1979

  Educational programming expands

  [1]Golden Rondelle Theateren.wikipedia.org

  The Kaleidoscope Educational Series began at the theater.

• 1976

  Screen and sound upgrade

  [1]Golden Rondelle Theateren.wikipedia.org

  A larger screen and surround sound system were installed for bicentennial programming.

• 1967

  Racine reopening

  [1]Golden Rondelle Theateren.wikipedia.org

  The relocated and substantially rebuilt theater was rededicated in July.

• 1966

  Relocation to Racine announced

  [1]Golden Rondelle Theateren.wikipedia.org

  S. C. Johnson announced plans to reconstruct the pavilion beside its Wisconsin headquarters.

• 1965

  Five million fair visitors recorded

  [1]Golden Rondelle Theateren.wikipedia.org

  Across two World's Fair seasons, the pavilion attracted approximately five million visitors.

• 1964

  World's Fair opening

  [1]Golden Rondelle Theateren.wikipedia.org

  The Johnson's Wax Pavilion opened with the fair and began screening To Be Alive! free of charge.

• 1963

  Pavilion structure tops out

  [1]Golden Rondelle Theateren.wikipedia.org

  The pavilion's construction reached its top in October, and the structure became known as the Golden Rondelle.

• 1962

  Construction begins

  [1]Golden Rondelle Theateren.wikipedia.org

  Groundbreaking for the Johnson's Wax Pavilion took place in October at the New York World's Fair site.

A company-sponsored cultural and visitor venue that combines architectural heritage, educational programming, film presentation, corporate events, and public access.

• Film screening · 1964

  To Be Alive!

  A short film by Francis Thompson and Alexander Hammid commissioned for the Johnson's Wax Pavilion. It portrayed children from different parts of the world and became the pavilion's signature attraction. The film was edited to an eighteen-minute format for high visitor throughput and remained associated with the theater after its move to Racine. Its physical print later deteriorated, leading to restoration and digitization.

• Film screening · 1976

  American Years

  A film presented at the Golden Rondelle during the 1976 United States bicentennial period. The theater upgraded its screen and installed surround sound to support the presentation. After the bicentennial, screenings required reservations.

• Film screening · 1978

  To Fly

  A Francis Thompson film added to the theater's program in 1978. It formed part of the venue's transition from a single-attraction World's Fair pavilion to a broader film and educational facility.

• Educational program · 1979

  Kaleidoscope Educational Series

  An educational series introduced by Johnson Wax in 1979. The program helped establish the Golden Rondelle as a destination for school groups and community education, complementing its corporate meetings and public cultural events.

• Film screening · 1980

  Living Planet

  A Francis Thompson film added to the theater's programming in 1980. It was shown alongside other films including To Be Alive!, To Fly, and later On the Wing.

• Film screening · 1986

  On the Wing

  A Francis Thompson film that began screening at the Golden Rondelle in 1986, replacing To Fly in the regular program at that time.

• Film screening · 2002

  Carnauba, A Son's Memoir

  A film screened at the theater beginning in 2002, extending the venue's role as a presentation space for documentary and corporate-history material.

• 1979Kaleidoscope Educational Series

  Racine · Southeastern Wisconsin

  S. C. Johnson developed recurring educational programming at the theater for student and community audiences.

  Outcome. The series became a significant part of the theater's public role and attracted large numbers of local students.

  Source
• 1964Johnson's Wax Pavilion World's Fair presentation

  United States

  S. C. Johnson used the pavilion as a large-scale public brand and visitor experience at the New York World's Fair, combining architecture, free film screenings, practical services, and family-oriented exhibits.

  Outcome. The pavilion attracted approximately five million visitors over two seasons and became one of the fair's most successful corporate exhibits.

  Source

• 1980

  Develop the theater as a headquarters visitor centerStrategy

  Background

  The Golden Rondelle had accumulated a broader film and event program and was increasingly connected to public visits to the Johnson Wax complex.

  Action taken

  The theater became the starting point for guided tours and a central public-facing facility at the headquarters.

  Aftermath

  Its role expanded from theater operations to heritage tourism, education, community events, and corporate hospitality.

  Source

• 1976

  Upgrade the presentation system for American YearsGeneration change

  Background

  The theater planned special programming for the United States bicentennial.

  Action taken

  S. C. Johnson installed a larger screen and surround sound system.

  Aftermath

  The theater could present American Years in a more immersive format, although later screenings required reservations.

  Source

• 1972

  Broaden programming beyond the original filmStrategy

  Background

  Public interest in To Be Alive! had declined after the theater's relocation.

  Action taken

  The theater added free workshops, performances, ecology programming, and other public events.

  Aftermath

  The venue developed into a year-round cultural and community facility rather than remaining dependent on one film.

  Source

• 1966

  Relocate and preserve the World's Fair pavilionStrategy

  Background

  After the 1964–1965 World's Fair, S. C. Johnson considered what to do with the pavilion and ultimately chose to preserve it at the company's Racine headquarters.

  Action taken

  The pavilion was dismantled and substantially reconstructed beside the Johnson Wax Headquarters, with the original steelwork retained and new surrounding pavilions added.

  Aftermath

  The Golden Rondelle reopened in 1967 as a combined corporate meeting venue, film theater, and public attraction.

  Relocation and reconstruction cost. $350,000 (1966–1967)

  Source

1. 1Golden Rondelle Theateren.wikipedia.org