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The Fifth Avenue Association Inc. 358 Fifth Avenue .. New York Telephone: Wisconsin 1200 A MESSAGE FOR THE NEW YEAR -- To the Members of THE FIFTH AVENE ASSOCIATION The Board of Directors and the executive officers of The Fifth Avenue Association, in extending greetings for the New Year, wish to thank the membership for their devotion to and interest in the work of the organization during 1930. There have been but few times in the history of our Association when the support of every business man and woman, property owner, and resident was of more importance than during the past twelve months. Every activity which experience has proven to be the foundation of good business developments, property values, and residential security, is threatened in times of depression and panic hysteria. We must not forget that New York City's growth has been marked by a series of forced movements of business -- movements brought about because there was no control over influences inimical to business and because there was no barrier erected against encroachments; because in the past whatever effort was made to protect property and business against the ruin that accompanies this state of affairs, was individual, unorganized, and could not develop the strength necessary to meet these destructive forces on even terms. We must realize that what has happened before is not wholly impossible now, and the need for cooperation, unity of purpose, and intelligent planning is as necessary in 1931 as it was in 1907 when this Association was formed. Looking to 1931, prospects are encouraging. A program of improvements of vast benefit to the entire midtown section is under way. Courageous investors have not stopped building; plans to meet the greater growth of our city and its myriad parts have not been halted. most important, probably, is the awakened attitude of the entire nation to the basic causes of depression and unemployment. We may look forward to more intelligent planning in the future on the part of government and business to avoid any recurrence of the unsettled conditions which have accompanied the present post-deflation period. Such planning will be our armor and protection for the future. In our own Fifth Avenue Section we must guard carefully against lapses from the standards of business we have set for ourselves. Through our active committees and executive staff, and supported by a strong membership, we have during the past twelve months, as we have since 2907, been faithful to the ideals of our founders. In the same spirit we advance to the problems of 1931. To meet them with courage, perseverance, and ultimate success, we ask only for the continued support of our membership, and the active cooperation of our directors and committeemen. Having this, we cannot fail. With every wish for a prosperous New Year, I am Cordially M. Friedsam President January 1931
