The 50-page Official Program of the Golden Gate Bridge Fiesta advertised Double Cola, the Ford V-8, Love Nest nut rolls from the Euclid Candy Company, and Boyes Hot Springs in Sonoma, California.

It listed the Toll Rates, General Rules and Traffic Rules for the new bridge. It also included a ceremonial letter from San Francisco's mayor, Angelo Rossi, photographs of the bridge engineers, and pages of facts about the span.

The heart of the program was the week-long schedule of celebratory events. Read this partial schedule to see how San Franciscans celebrated their new bridge.

Official Fiesta Program

Thursday, May 27 [1937]
Opening of Golden Gate Bridge Fiesta

6 A.M. to 6 P.M. -- Pedestrian Walk on Golden Gate Bridge. The Bridge will open simultaneously on the San Francisco and Marin sides -- the only day the Bridge will be exclusively reserved for pedestrians. Souvenir Pedestrian Day tickets 25 cents on sale at Manx Hotel and Toll Plaza on San Francisco side.

All Day -- Pacific Coast Championship Bowling Tournament, Golden Gate Recreation Parlors, 115 Jones Street. H. Alten, Chairman.

All Day -- Pacific Coast Invitational Handball Tournament, Y.M.C.A. Courts, Golden Gate Ave. and Leavenworth. Fay Bowman and John Condon, Chairmen.

10:00 A.M. -- Spectacular Day Parade from Van Ness Ave. and Union St., north on Van Ness to Francisco Street, west to Franklin Street, north to Bay Street, west to Buchanan Street, north to Marina Boulevard and thence west to Crissy Field, at the Presidio. All the color and romance of the West passing in thrilling review.

12 Noon to 12 Midnight -- Industrial and Manufacturers Exposition in Dreamland Auditorium, Post and Steiner Streets. Display of California Products. Floor Shows at 2:45 P.M. and 8:45 P.M.

3:30 P.M. -- Native Sons' and Daughters' Ceremonial. Toll Plaza of the Bridge. An impressive ritual by the grand officers of the order under the direction of J. Hartley Russell, Grand President.

4:00 P.M. -- Hard-Rock Drilling Championship. Contest preliminaries. Crissy Field at the Presidio.

8:30 P.M. -- Dazzling Dramatic Pageant, "The Span of Gold," with JOHN CHARLES THOMAS, famous baritone, and cast of 3000. An empellished Historical Pageant of the History of California from primitive times to statehood -- presented in eight stirring episodes climaxing in the breath-taking illumination of the Bridge for the first time -- the greatest Pageant ever seen in the West -- bringing to life the very spirit of the Fiesta -- staged in an incomparable setting in the world's largest outdoor theatre at Crissy Field in the Presidio. Tickets $2 and $1 -- all seats reserved -- colorful costumes -- captivating music -- beautiful girls and the gayest of dancing scenes.

10:00 P.M. -- Gorgeous Display of Fireworks, Crissy Field.

Friday, May 28
Opening of Golden Gate Bridge to Traffic

All Day -- Pacific Coast Championship Bowling Tournament, 115 Jones Street.

All Day -- Pacific Coast Invitational Handball Tournament, Y.M.C.A. Courts, Golden Gate Ave. and Leavenworth Street.

9:30 A.M. -- Dedication of Marin Approach to Golden Gate Bridge on Marin County side as newest link in the Redwood Empire's state highway system. Sponsored by Redwood Empire Association and attended by Governors of Western States, representatives of foreign nations and other dignitaries. Speeches by Governor Frank F. Merriam, Mayor Rossi and others in official party. "Hands Across the Golden Gate" ceremony. Harry G. Ridgway, Chairman.

10:15 A.M. -- International California Redwood Log-Barrier Sawing Contest at Marin County Bridgehead, opening Marin Approach to traffic. Contestants: Paul Searles, Longview, Wash., winner of Pacific Logging Congress title; Myron Higbee, Kellogg, Idaho, champion of Idaho; and Ray Shuller, Eureka, champion of the California Redwoods.

10:30 A.M. -- Chain-cutting Ceremonial on Golden Gate Bridge at Marin Tower, marking San Francisco-Marin County line. Participants: Mayor Rossi, William P. Filmer, President of Golden Gate Bridge and Highway District, and Frank P. Doyle, Bridge Director and Treasurer of Redwood Empire Association.

10:50 A.M. -- Floral Gate Ceremonial on Toll Plaza at south Bridgehead on San Francisco side; Fiesta Queens garlanded with flowers, will form living gate, which will be opened to official party following presentation of the completed Golden Gate Bridge to the Golden Gate Bridge and Highway District by Chief Engineer Joseph B. Strauss, and acceptance by William P. Filmer, President of Bridge District.

11:00 A.M. -- Massed flight over Bridge by 500 planes from Navy aircraft carriers Ranger, Lexington and Saratoga and battleships 60 miles out at sea. The greatest massed air flight ever made over San Francisco with planes in battle formation.

9:30-11:15 A.M. -- Review of Colorful Cavalcades from Canada, Mexico, Western States and California Counties at Crissy Field in the Presidio. Reserved seats to grandstands $1.00.

11:30 A.M. -- Bridge Opening Ceremonies at Crissy Field. Francis V. Keesling, former Bridge Director, speaker of the day. Talks by Joseph B. Strauss, chief engineer, leading clergymen, officials and distinguished guests. Chairman Arthur M. Brown, Jr., presiding.

12 Noon -- Opening of Golden Gate Bridge to Traffic. Accompanied by booming of cannons, and blowing of whistles all over San Francisco and Marin County. Traffic will move over Bridge simultaneously from San Francisco and Marin County sides.

12 Noon to 12 Midnight -- Industrial and Manufacturers' Exposition. Dreamland Auditorium, Post and Steiner Streets. Colorful display of California's varied products, etc. Floor Shows at 2:45 and 8:45 P.M.

1:30 P.M. -- Official Fiesta Luncheon to visiting dignitaries. Commercial Club, 465 California Street.

1:30 P.M. -- Hard-Rock Drilling Contest Preliminaries. Crissy Field. Participants: Miners from Mother Lode and other mining districts of California and Nevada.

2-5:30 P.M. -- Fashion Shows, Entertainment. All downtown stores.

2:30 P.M. -- North Coast Council Meeting, California State Chamber of Commerce.

3 P.M. -- ARRIVAL OF UNITED STATES FLEET. The mightiest armada ever concentrated in an American port in peace-time. All the capital ships of the Navy led by the battleship Pennsylvania with Admiral Arthur J. Hepburn, Commander-in-Chief of the Fleet.

3:30 P.M. -- Boat Ride on San Francisco Bay for visiting dignitaries.

6:30 P.M. -- North Coast Council, California State Chamber of Commerce dinner.

8:00 P.M. -- Russian Children's Festival, Potrero Hill Neighborhood House, 953 De Haro Street.

8:00 P.M. -- Professional Wrestling Bouts, Civic Auditorium.

8:30 P.M. -- DAZZLING, DRAMATIC PAGEANT, "The Span of Gold," with JOHN CHARLES THOMAS, famous baritone, and cast of 3000; symphonic orchestra of 100 pieces, directed by Charles Hart. An outstanding feature of the Fiesta. Staged at Crissy Field in the Presidio.

10:00 P.M. -- Grand Fireworks Display. Illumination of the Bridge.

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From the Empire State Buiding to the carvings on Mount Rushmore, the Golden Gate Bridge, and the Space Needle, the U.S. has dozens of impressive, important, and iconic structures. Which ones have you been to? Which has had the biggest impact?