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The Great Unwashed. Walter Paepcke's crusade to bring culture to the American businessman is a reflection of his own background and personality. As a boy, he spent as much time being tutored in the arts at home as he did in a Chicago private school. Starting out young in business, he put together the Container Corp. combine, pushed the idea of modern design into such areas as annual reports and office interiors, pioneered a new type of institutional advertising with his series on the "Great Ideas of Western Man." Paepcke started to develop Aspen as a sort of all-round cultural and sport center; he has already sunk $800,000 of his own money into the project.
Since he began pursuing what some intellectuals call "The Great Unwashed American Businessman," Paepcke has discovered that though most executives are worried about their lack of contact with art, letters and ideas, they will plunge into such matters with the same gusto they show in business, if they get the chance to do so without embarrassment. This summer Paepcke expects to play host to USIA Boss Arthur Larson, Boston & Maine President Patrick McGinnis, CBS Commentator Eric Sevareid, U.A.W. Vice President Leonard Woodcock, and a host of presidents and heirs apparent from some of the nation's largest companies. As for the 225 executives who have already attended Aspen, they consider the institute their second alma mater. Says Steelman Clarence Randall: "I am still in a very warm glow over my adventure at Aspen. It ought to be required for every man holding substantial responsibility in the business world."