Commems Collection Modern: 1983-84 Los Angeles Olympics - Design Hearing / Part III

Concluding my review of the Design Hearing with a discussion of the Numismatist Panel...

Previous parts of this story can be found here:

- 1983-84 Los Angeles Olympics - Design Hearing / Part I
- 1983-84 Los Angeles Olympics - Design Hearing / Part II


Following Ms. Worth's testimony, the Hearing shifted its focus to spotlight the views of numismatists/collectors vs. artists. First to offer comments was Adna Wilde, President of the American Numismatic Association (" ANA").

"I am concerned that the coinage we intend to issue to commemorate these games is not in keeping with our desire to do our very best. To date, both the merchandising of the Olympic commemorative coins and their designs falls far short of American competence and ability. Frankly speaking, if these designs are the best we can do and the sales plans are the best that we can offer, we have a solid hold on last place in any competition for an Olympic coin program."

Wilde went on to express some optimism for the program:

"I am somewhat relieved that a professional advertising agency has been selected to develop a comprehensive marketing strategy for the domestic sale of the 1983 and 1984 Olympic commemorative coins. However, it is somewhat like putting the cart before the horse, since the mint has already placed an offering before the American public, one that needs reconsideration."

He then put on his collector "hat" and challenged the Mint's initial sales approach:

"The public is being asked to pay a substantial sum in advance, not for delivery this year nor next year but the year after in 1984. I chose not to send in another $ 327.50 by December 15, 1982, for delivery of a 1984 gold and silver proof coin in 1984.

"I cannot believe that any coin dealers would place multiple orders in 1982 for the delivery of coins in 1984."

Wilde also offered some comments on the preliminary coin designs, noting that they lacked the "continuity that has been the common denominator of all other [non-US] modern Olympic issues."

Anthony Swiatek, coin dealer, numismatic author and US commemorative coin expert was then called to testify. He began his statement with a review of the acceptance failure of the Susan B. Anthony dollar coin, and noted that "the Susan B. Anthony dollar was destined to be a total failure. The collecting public voiced disapproval over its design, especially through Coin World and the Numismatic News, our hobby's leading newspapers. There was nothing imaginative about the creation."

He then used such foundation to discuss the LA Olympic coins:

"Once again the leaders of our hobby have been informed by the coin collecting community, as well as lovers of Olympic coins, that they do not care for the proposed designs. In summary, many complain about a big lack of originality, creativity or beauty of design. They are confusing works.

"We again let the feeling of the masses be known to the Treasury Department."

As part of his concluding statements, Swiatek offered:

"A winning program requires coin designs which will be artistically appreciated, not only by this Nation's wonderful coin collectors but by the masses in the present as well as the future. In other words, the coin must possess eye appeal, or be very attractive or beautiful to the beholder. It has to have the drawing power of seeing a puppy, kitten or baby rabbit in a pet shop window that causes you to stop, look and want to take it home.

"Designs with such drawing power will almost sell themselves. With the additional aid of the Olympic committees and the outside marketing firm, plus possible television exposure, the goal of a possible sellout could become a definite reality."

Swiatek also offered a suggestion that was ahead of its time:

"Coca-Cola is so popular as a soft drink that it is known almost the world over. In the numismatic world, its equal could easily be our Morgan and Peace silver dollars. Bring back these classic designs. Modify them slightly by the addition of the "Olympic rings" and necessary inscriptions.

"They will be known as the Olympic commemorative dollars."

The last witness of the Hearing was Larry Stevens, a numismatic photographer and photo-journalist. Stevens began his testimony by reviewing his personal history with the numismatic field. He noted that his start in the numismatic photography field came at the urging of Dr. Vladimir Clain-Steffanelli, Historian and Curator of Numismatics at the Smithsonian Institution (the late husband of Elivira Clain-Stefanelli - referenced above).

"I have photographed every date and mint mark version of every coin the United States has struck for circulation during the mint's 190-year history , whether only one single piece was known to exist or there were millions. Add to this almost every U.S. pattern "coin" and medal struck by the mint until very recently, when I have sought to retire in favor of wildlife art."

Stevens suggested a "short and efficient competition" to address the design controversy being faced by the Olympic coins.

"To solve the short-range problems posed by the need for truly outstanding 1984 Olympic coin designs because one should have a good product before it is marketed , I suggest a short and efficient competition to select four coin sides - two obverses and two reverses."

Under Stevens' plan, each artist would submit up to two designs for either the obverse or reverse (not both!); separate submissions could be made if an artist had ideas for both sides.

Stevens also expressed his view of a mistake made by the Mint in its initial marketing pitch for the coins:

"It is a big mistake to show preliminary sketches , because sculptors
are not necessarily good design persons."

Another suggestion made by Stevens regarding his design competition concept was to charge a small entry fee - $20 - "to eliminate all but serious artists."

From there, Stevens appeared to veer off course with his testimony. He discussed his ideas for the formation of an Advisory Commission for Numismatics, retirement of the designs on the cent, nickel, dime and quarter, a review of US coin design traditions and their potential modernization, and the use of the stockpiles of US gold to create "a series of heroic-size gold medals, telling the epic story of the United States , we may bring pride, joy, and enlightenment to every beholder - a national gold treasure."

Clearly, Stevens was intent on using the Hearing to air his various numismatic-related views!

A group discussion and Q&A session followed Stevens' testimony, with Chairman Annunzio, Curtis Anthony Prins (Annunzio's Staff Director), Adna Wilde, Anthony Swiatek, Karen Worth, George Worth (Karen's husband - six-time Olympic athlete) all participating.

The "Bulldog" (Annunzio) closed strong, commenting:

"We don't want to shut this faucet [coin sales] off because of poor designs. With good designs, we can sell the entire package and have enough to cover America's contribution."

[...]

"Never did I dream I would be having hearings on coin designs after passing the greatest coin bill in the world, where everything went to the athletes, not to line the pocketbooks of private individuals.

"I hope after this meeting somebody is going to have a change of heart."


I plan on wrapping up my discussion of the 1983-84 Los Angeles Olympic Coin program with a look at the designs (initial vs. final) and the sales effort. Coming soon!


For other of my posts about commemorative coins and medals, including more modern commemorative stories, see: Commems Collection