text: 1964 season Famous and wealthy visitors, including government officials and heads of state, visited the fairground in the weeks after it opened.  The fair needed 220,000 daily visitors just to break even on its operating expenses, which totaled $300,000 per day. In its first week, the fair recorded nearly a million visitors, and during the first month, the fair saw 150,000 daily visitors (60 percent of initial projections). Several problems arose throughout the fair. Disputes occurred over labor unions, maintenance fees, and a mural in the Jordan pavilion. Thefts and breakdowns also occurred regularly. Exhibitors complained about high rental rates and insufficient maintenance of the fairground.  The Lake Amusement Area was especially unprofitable; it had few attractions and could not be easily accessed. Many of the most popular exhibits charged an additional fee, and visitors often did not bring enough money for food or for higher-priced exhibits.
  The WFC unsuccessfully attempted to entice visitors by offering discounts to taxi drivers and improving fairground lighting, and the WFC was planning promotional campaigns by the end of June. The J. Walter Thompson Company advertised the fair in New York City–area media. By mid-1964, some exhibitors had gone out of business, including the two largest shows in the Lake Amusement Area. Employees, especially the 4,000 college students who worked the fair, faced occupational burnout. Despite the troubles, the WFC was able to buy back one-quarter of its promissory notes in mid-1964, and exhibitors publicly downplayed their grievances with the WFC to attract visitors. The industrial and international pavilions were profitable compared with the amusement area, and Moses said he was unbothered by the Amusement Area's financial troubles.