Historic Highlights of the Chicago Auto Show
The Automotive Industry has Displayed Innovations Since 1901
Feb 7, 2009
The Chicago Auto Show is a highly anticipated annual event, now held at McCormick Place in February. The first show was held in 1901 at the castle like Coliseum in Chicago, when the horseless carriage was still relatively new and unfamiliar to many people. Through the years the show has brought out the newest innovations in the automotive world.
The show changed through turbulent times as the world was plunged into two world wars, Prohibition and the Depression era. The Chicago Auto Show website has historical highlights of the show, detailing the growth of the Chicago Auto Show. Here are some of the highlights from 1901 through 1950.
The Chicago Auto Show at the Coliseum
The first official Chicago Auto Show was held in 1901 at the Coliseum. 65 companies put their automobiles and accessories on display for the premiere show with an opening night attendance estimated between 2,000 and 6,000 people who came to see the latest in horseless carriages.
People were still wary of the vehicles and apprehensive about safety. A wooden track circled the inside of the Coliseum, so the vehicles could drive around the displays on the floor. The Coliseum was the site for the show from 1901 through 1935.
The show outgrew the space at the Coliseum by 1905, so auto-related exhibitors were placed in the adjoining Armory building, connected by a covered walk.
The official emblem of the Chicago Auto Show was Mercury, the mythical god of trade profit and commerce. Metal pins of Mercury were worn by dignitaries, show officials and press members. Mercury was also used on the promotional brochures for the show.
World War I started in April, 1917, changing the world. Before the historic war, the Chicago Auto Show, held in January 1917, saw record opening day attendance of 40,000 people who came to see 400 vehicles. The opening day attendance was a record for the industry.
In 1933 the show exhibited a “History of Transportation” with a 600 foot long mural featuring a parade of ox-drawn sleds, Camel power, elephant power , Roman chariot, stage coach , a trolley can, dirigible aircraft and a modern automobile.
1935 was the final year that the Chicago Auto Show was held at the Coliseum. The show outgrew the facility that had housed it for so many historic years.
Chicago Auto Show at the International Amphitheatre
In 1936 the Chicago Auto Show premiered at its new venue, the International Amphitheatre on 43rd and Halsted Avenue. The Amphitheatre offered much more space with 255,000 square feet, compared to 58,000 at the Coliseum. In 1936 there were 29 makes and 300 models of automobiles on display. The show was sponsored by the Chicago Automobile Trade Association.
In 1937 a revue themed “Brides of the Nations” featured women representing 22 different nationalities. In 1938 another review called “Fashion of the World” featured young women of 20 nationalities.
A cast of 100 entertainers put on a stage spectacle in 1940. The “Dame Fashion” stage special featured an 18 foot high woman in a gigantic hoop shirt that concealed the new automobiles until the dress opened like a curtain and the cars drove out.
World War II Era
1941 was the last show to be held, as the final event before America entered World War II. The last show until 1950 was attended by nearly 400,000 people. Entertainment included a stage pageant that dramatized the history of cars called “Non-Stop America.”
The Chicago Auto Show celebrates its 101st edition in 2009. According to the Chicago Auto Show website, the show is the largest in North America and has been held more times than any other on the continent.
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