Word: gypsum
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Dates: during 1960-1969
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...hammering of the world's largest nickel mine and smelter. In the Alberta foothills northwest of Edmonton, the ring of sledge hammer on steel counterpointed the polyglot curses of Portuguese, Greek and Italian gandy dancers, pushing the Alberta Resources Railway 111 miles north to the coal and gypsum deposits of the Peace River country...
...lived there before. Workmen are giving the same treatment to another six-story shambles next door, and four more tenements in the block are in line for similar rescue. Rents, of course, have risen. The rent-controlled apartments once brought $20 to $40 a month. After renovation, U.S. Gypsum collects $65 a month for efficiency apartments, $78 for one-bedroom and $85 for two-bedroom units...
...neighborhood, but most of the tenants somehow scrape up the cash. They also take pride in keeping their new oasis tidy: the eight cans a day of "airmail"-garbage hurled out the window-have now shrunk to only one. To earn rapport with tenants accustomed to being disregarded, U.S. Gypsum assigned Salesman Warren Obey as fulltime project manager. "When Warren came here," says longtime tenant Zion R. Paige, "he had three strikes against him. He was white, he was with a big company, and he was telling a story. Everybody around here has heard a story. This neighborhood has been...
...Working by night as a boiler fireman for the city's Sanitation Department to support his wife and two teen-age sons, he customarily cuts his sleep to five or six hours to spend more of his day struggling to get people on his block to "participate." Says Gypsum's Obey: "If Paige can keep these people together, we'll be all right...
Measured against New York City's vast slums and near slums-337,949 tenement apartments built before 1901 and another 825,536 almost that obsolete-the East 102nd Street project looks tiny. U.S. Gypsum views it as a wedge into a $30 billion market in rehabilitating slums across the nation. "We saw possibilities of opening up a market that is completely dormant," says Gypsum's market-programs manager, Jerry Pintoff. "Somebody had to step in and hope to create what wasn't there." ^ With Profits. Whether or not U.S. Gypsum's initiative will inspire more...