A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from May 02, 2006
“Where Travel Begins” (Liberty Travel)
Liberty Travel began in 1951 with a small office at 220 West 42nd Street. Today, there are Liberty Travel branches through the city and the country.

Liberty Travel specializes in package vacations, cruises, and family trips. "Where Travel Begins" is its not-too-well-known slogan.

http://www.libertytravel.com/Corporate/History.asp
Liberty History

The package vacation

In a small office in Times Square, a big idea was born. Fred Kassner and Gilbert Haroche, founders of Liberty Travel, developed the one-price "package vacation" and took it to market.

The year was 1951, and America was booming. As the economy expanded, so did the outlook of millions. In this climate, the affordable vacation package started to attract fans. Like Henry Ford before them, Kassner and Haroche brought mobility — and a fresh expression of fun — to everyday Americans.

The first "deluxe economy package" to Miami sold well. By the end of the 1950s, Liberty Travel dominated the Florida market. The Catskill Mountains were another key destination with wide appeal in New York and New Jersey.

The sky is the limit

By 1959, commercial jet travel became the norm. Kassner and Haroche expanded their destination offerings to include the Bahamas, Hawaii, and Puerto Rico. Americans soaked in the tropical pleasures of the Caribbean.

Throughout the 1970s and 1980s, travelers explored Aruba, Bermuda, the Dominican Republic, Jamaica, Mexico, and beyond. The cultures of these hot spots wove themselves back into American pop culture. Surf music, reggae, and Latin American rhythms rose in and out of vogue like the tide.

The Love Boat dramatized the adventure of cruise travel and, by the 1980s, Walt Disney World tugged at the imaginations of children everywhere.

During the latter decades of the twentieth century, destination offerings exploded. Americans hit Europe, Asia, Central America, and Canada. Desire to travel to Tahiti sprung out of the blue like her own 118 islands. The American appetite for sun, sand, surf, and ski adventures was — and still is — insatiable.

23 December 1951, New York Times, pg. X19 ad:
MIAMI BEACH
8 Days...$99
LIBERTY TRAVEL SERVICE
220 W. 42nd St., N. Y. CH 4-0927

6 January 1952, New York Times, pg. X17 ad:
8 DAY Expense Paid DELUXE ECONOMY TOURS
MIAMI BEACH
$109.00
(...)
LIBERTY TRAVEL SERVICE
220 West 42nd St., N. Y. 18, Suite 1208
CH-4-0927

(Trademark)
Word Mark LIBERTY TRAVEL
Goods and Services (EXPIRED) IC 039. US 105. G & S: TRAVEL SERVICE-NAMELY, PREPARING ITINERARIES AND TOURS, ARRANING FOR TRANSPORTATION, CRUISES, CAR RENTALS AND PURCHASES, ARRANGING FOR ACCOMMODATIONS FOR ROOMS, MEALS, SIGHTSEEING, RESERVATIONS FOR SPECIAL EVENTS AND FEATURES, CARE OF LUGGAGE AND ADVISING GENERALLY ON TRAVEL PROBLEMS AND REQUIREMENTS. FIRST USE: 19710912. FIRST USE IN COMMERCE: 19710912
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 03.15.01 - Eagles
03.15.19 - Birds or bats in flight or with outspread wings
03.15.24 - Stylized birds and bats
26.13.08 - Quadrilaterals comprised of letters, numerals or punctuation and letters, numerals or punctuation forming the perimeter of a quadrilateral
26.13.28 - Miscellaneous designs with overall quadrilateral shape; Quadrilateral shapes (miscellaneous overall shape)
27.01.02 - Animals composed of letters or numerals; Letters forming animals; Numbers forming animals; Punctuation forming animals
Serial Number 72406549
Filing Date November 1, 1971
Current Filing Basis 1A
Original Filing Basis 1A
Registration Number 0941752
Registration Date August 22, 1972
Owner (REGISTRANT) LIBERTY TRAVEL SERVICE, INC. CORPORATION NEW YORK 135 W. 41ST ST. NEW YORK NEW YORK 10036
Assignment Recorded ASSIGNMENT RECORDED
Prior Registrations 0832712
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead Indicator DEAD

(Trademark)
Word Mark LIBERTY TRAVEL YOUR DESTINATION FOR VACATION VALUES SINCE 1951
Goods and Services (ABANDONED) IC 039. US 100 105. G & S: travel services, namely making reservations and booking for transportation arranging travel tours, arranging sightseeing tours, arranging porter services, and travel information services. FIRST USE: 19951223. FIRST USE IN COMMERCE: 19951223
Mark Drawing Code (3) DESIGN PLUS WORDS, LETTERS, AND/OR NUMBERS
Design Search Code 26.11.01 - Rectangles as carriers or rectangles as single or multiple line borders
26.11.20 - Rectangles inside one another
26.11.21 - Rectangles that are completely or partially shaded
26.17.13 - Letters or words underlined and/or overlined by one or more strokes or lines; Overlined words or letters; Underlined words or letters
Serial Number 75057023
Filing Date February 12, 1996
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) LIBERTY TRAVEL, INC. CORPORATION NEW YORK 69 Spring Street Ramsey NEW JERSEY 07446
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE "TRAVEL" and "SINCE 1951" APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date August 28, 1997

(Trademark)
Word Mark WHERE TRAVEL BEGINS
Goods and Services (ABANDONED) IC 039. US 100 105. G & S: Travel services, namely, making reservations and booking for transportation arranging travel tours, arranging sightseeing tours, arranging porter services, and travel information services. FIRST USE: 20020315. FIRST USE IN COMMERCE: 20020315
Mark Drawing Code (1) TYPED DRAWING
Design Search Code
Serial Number 76388211
Filing Date March 26, 2002
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) LIBERTY TRAVEL, INC. CORPORATION NEW YORK 69 SPRING STREET RAMSEY NEW JERSEY 07446
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date January 2, 2003

Posted by Barry Popik
Work/Businesses • (0) Comments • Tuesday, May 02, 2006 • Permalink