Ridley Watts was a man that even rich people considered rich; a man for whom money was only a tool to promote interesting projects. He owed several companies. His sport was investing in ideas for new companies. I got to know him because of one of his ideas.
I'm not sure how we came to meet. Most likely
I was recommended to him as a designer by Marc Wyse.
I was working for Wyse Advertising at the time.
In any case, he called and invited me to lunch at the Union Club. I knew about the Club. I'd never been inside.
It was an exclusive club open only to prestigious members and quests.
I was not a member. The invitation alone was an adventure.
I was meet at the door by a steward who conducted me through subdued light and oaken-paneled walls to the great gentleman himself. He rose from his chair to greet me. He was a large robust Hemingway-bearded man who exuded joie de vivre.
He was familiar with Lois Wyse's famous positioning line for Smucker's Jellies & Jams: "With a name like Smucker's you've got to be good”.
As we shook hands he said, "Ah! Wyse. With a name like Watts, it doesn't really matter".
The rest of the experience proved that so.
The menu on the table listed five or six items with prices for none. Seeing my hesitation he said, "The Lobster Bisque is very good. I ordered accordingly. The bisque was brought to the table in a silver tureen. A serving was ladled out for each of us. It was the first lobster bisque I'd ever had. It was the best lobster bisque I've ever had. There was no bill.
We got down to business.
"I've invented a sort of mechanical concierge that will provide info to out-of-town conventioneers for the full range of services available in Chicago - and later for other cities.
I've already sent a prototype to the McCormack Place convention center in Chicago. Now I need a brochure to advertise it.
I've been told you’re the best man to design the brochure, Can you do that"? I nodded ascent. "Good. I want you to manage the whole business from production to shipping. Can you do that too"? I could.
He handed me a card. "I want this outfit to do the printing". I didn't know that particular printer but if Ridley Watts wanted him, I had no objection.
"How much money do you need"? I made a quick estimation and added an extra thousand to cover unforeseen contingencies. "Fine, very good, let's just round that off. So saying he wrote a check for the entire amount.
This was the first and only time a client has ever paid everything in advance. I was deeply impressed.
I returned to the office and set to work.
I sent my friends, Tina Richards & Rick Cicigoi,
to Chicago to photograph McCormack Place, Ridley's prototype, and points-of-interest around Chicago. Writing, design, printing and delivery completed the job.
Ridley Watts was pleased with the work and I was pleased with the opportunity of working with an extraordinary entrepreneur.
The new business did well for several years, then inevitable progress intervened.
Sometime around the middle of the 1980's the digital revolution rendered much former technology obsolete, including Ridley Watts's mechanical concierge. It was a good idea replaced by laptops and I-phones.
Oh well. It happened to everyone, everywhere.
Ridley Watts was not troubled.
With a name like Watts, it doesn't really matter.