How do you keep an exhibit about the world’s best kept secret a secret? That was a key issue facing the team that worked for more than a year to design and install the “Vault of the Secret Formula” exhibit at the World of
In this case, I was privileged to get to select the codename and I picked “Guaranty” for our project. Guaranty represented what I thought was one of the more interesting stories concerning the formula. When Ernest Woodruff and his fellow investors were trying to purchase The Company from the Candler family, the asking price for the Company was $ 25 million dollars. While Ernest Woodruff controlled the Trust Company of Georgia, it was a small regional bank and $ 25 million was more capital than the bank could raise. Woodruff needed additional investors. He found a partner in the Guaranty Trust Company of New York. They agreed to loan money toward the purchase… if Ernest Woodruff would use the secret formula as collateral for the loan.
So, in 1919, the famous formula for
In the next chapter of the story, Ernest Woodruff’s son, Robert Woodruff, took over as President of The
For more than a year, a select team of employees understood that communications and activities regarding Project Guaranty needed to be handled as very confidential. Through some truly remarkable efforts on the part of the team, Project Guaranty remained confidential until the day of the Company’s official announcement of the new exhibit.
Now, if you are able to visit the World of
Ted Ryan is the Director of Heritage Communications at The