On July 1, 1913, the Lincoln Highway Association (LHA) was established "to procure the establishment of a continuous improved highway from the Atlantic to the Pacific, open to lawful traffic of all description without toll charges". The first goal of the LHA was to build the rock highway from Times Square in New York City to Lincoln Park in San Francisco. The second goal was to promote the Lincoln Highway as an example to, in Fisher's words, "stimulate as nothing else could the building of enduring highways everywhere that will not only be a credit to the American people but that will also mean much to American agriculture and American commerce". Henry Joy was named as the LHA president, so that although Carl Fisher remained a driving force in furthering the goals of the association, it would not appear as his one-man crusade.