More Space, More Style: Inside Reading’s Revamped Team Store

(Reading, PA) - Years ago, the rectangular space behind the Reading Fightin Phils’ dugout and under the first base stands housed legends. From Mike Schmidt and Ryne Sandberg to Ryan Howard and Jimmy Rollins, the clubhouse became a sanctuary for future Hall of Famers to mull over game plans and prepare for battle.

Fast forward to 2025, and the space has a different look. Yet it remains a beacon of pride in Reading.

With the Fightin Phils moving their clubhouses into the Redner’s Events Center, the team replaced them with an expansion of the team store. The shop is three times larger than the previous version, allowing for an advanced fan experience to browse through increased theme-night gear, Phillie Phanatic merchandise and an all-new station primarily for personalized jersey pressing.

Patrons now walk in the same steps as the all-time greats, all while buying their favorite gear in a more enjoyable atmosphere.

“To say that we do have one of the nicest team stores in all of Minor League Baseball was a cool project to take on,” said Ryan Springborn, Reading’s Executive Director of Merchandise and Graphic Arts.

The issue was clear to any fan visiting FirstEnergy Stadium. The tight confines of the clubhouse and the team store directly next to each other forced the shop to be a square filled with whatever the staff could fit inside, restricting the volume of merchandise sold. Throughout the game, fans had limited space to move while shopping.

Springborn said the team began looking at blueprints for the space in August while planning a possible expansion. October began the preplanning process once the season ended and in November, they began gutting the former clubhouse to open the area for the intended changes. A wall separated the clubhouse and the store, and would be torn down to combine the two.

“I couldn't really picture (the expansion) until the wall officially came down,” Fightin Phils Merchandise Manager Hailey Shillabeer said. “But once it came down, everything kind of fell into place on where we wanted to put things.”

The separating wall came down in February, preparing the store enough to be viewed during season ticket holder pickups on March 1. The showers and bathrooms were converted to storage. The athletic trainer’s room became Shillabeer’s office. Springborn knew the objective was clear: make the space look way different than it did before.

At the face of the plaza entrance — which wasn’t a thing in the past — is the crazy hot dog vendor statue. The work of art previously sat in the corner of the square-shaped store next to the check-out counter. Continue through the store and on-field caps are presented horizontally across the wall. Look across the store and merchandise for Throwback Thursdays, the Luchadores on Fridays and the Hotdogs on Sundays is readily available.

All are features unable to be organized as well in the past due to a lack of space. The merchandise used to be spread throughout racks with no clear signage. Springborn said when fans enter the store now, it’s easier for them to find what they desire, or for store associates to point them in the right direction.

The store still keeps the old-time, ballpark feel. A scoreboard is updated regularly throughout the game, right above the counter. Brick covers the walls from beginning to end and top to bottom. Lockers from the old clubhouse are used for storing stuffed animals in the kids’ sections and game-worn memorabilia of legends like Howard and Darin Ruf.

“It made it look like it was always here,” Springborn said of the changes. “Keeping the ballpark aesthetic goes a long way.”

The spacious area allows fans to get out of the rain or heat with comfort. All while catching a good deal inside. Discounted merchandise used to be in the outside bargain barn on the plaza. The expanded area now gives space for racks of last call items to be searched through alongside the new clothing.

A top addition to the store is the jersey station. A large cutout between the clubhouse and the athletic trainer’s station made way for debate. Springborn said there were multiple options for how to use the space, but they landed on making it an all-out jersey extravaganza. Fans outside the store quickly see the area through large glass windows near the stadium’s main entrance.

The heat presses for personalization used to be hidden in a storage closet due to a lack of space, but the new area is front and center. Behind the counter, multiple jersey options are displayed. A purchase of a jersey comes with free personalization, a component that Springborn said they attempted to advertise in the past but struggled because of the setup. Kids now have the ability to watch their jerseys being pressed, even counting down with the employee pressing it. The uptick in jersey interests from fans is apparent to Springborn.

If fans aren’t able to visit the store at FirstEnergy Stadium, a new shipping area helps production for outside orders. The Fightin Phils take orders from multiple avenues, including Facebook, Google Shop, the Fightin Phils Online Store and the MiLB Store. With different carriers, volume is through the roof.

Before the expansion, employees maneuvered around the check-out counter for the entire operation. Finished packages were lined up through the front office hallway. The issue is no more, with a larger space to package items inside the old trainer’s office, which paves the way for more volume.

For fans lucky to be in attendance, many have recognized the significant changes. Shillabeer said some see it as a “funhouse mirror,” still shocked it goes all the way out to the plaza. Many are even more shocked when they hear what the space was used for before.

“When we get to tell them, ‘This used to be the clubhouse,’ they're like, ‘That is so cool we're in that same space that the players used to be in,’” Shillabeer said. “There's really something for everyone here.”

Springborn sees the expanded store as an added experience. With more room and merchandise, Fightin Phils’ fans now get to represent their favorite team like never before.