Lehigh Valley Phantoms expand downtown presence with new Pro Shop

ALLENTOWN, Pa. — The Lehigh Valley Phantoms opened a new pro shop on Hamilton Street on Wednesday, giving fans year-round access to team merchandise and adding another retail destination to downtown Allentown’s revitalization efforts.

The store, located at 701 Hamilton St. in the former 99 Bottles space connected to the PPL Center, will be open Tuesday through Saturday from 11 a.m. to 7 p.m.

On game days, the shop will close to the general public at 5 p.m. and reopen to ticketed fans when arena doors open.

Previously, Phantoms merchandise was only available at the Phan Shop on the arena concourse behind sections 108-109. That location will remain open on game days but will be rebranded as the Phantoms Team Store powered by Shift4.

The two-level pro shop features merchandise from brands including TravisMathew, Vineyard Vines, ’47 and CCM, as well as mascot meLVin products and collectibles. A customizable jersey kiosk allows fans to personalize their purchases.

The second level features autographed memorabilia and game-issued apparel.

Rob Brooks, co-owner of the Lehigh Valley Phantoms, said the shop represents the team’s commitment to downtown Allentown.

“We believe bringing the Phantom’s brand to Hamilton Street to our main street, Hamilton, is a perfect fit,” Brooks said during Friday’s ribbon-cutting ceremony.

The opening coincides with the ongoing Center Square redesign project adjacent to PPL Center, part of broader efforts to enhance Hamilton Street and revitalize the downtown corridor.

Mayor Matt Tuerk said the shop contributes to Hamilton Street’s development, which has included the opening of venues like Archer Music Hall and new restaurants in recent months.

“Hamilton Street continues to develop and get more exciting,” Tuerk said. “It started with PPL Center and started with the Phantoms playing AHL hockey in downtown Allentown.”

Tony Iannelli, president and CEO of the Greater Lehigh Valley Chamber of Commerce, praised the Brooks family for their community involvement beyond operating a sports franchise.

“We could have an owner that is passing through, or they live in some other spot, and it’s a business venture, but to you, it’s the community, and you love this community,” Iannelli said.

Representatives from U.S. Rep. Ryan Mackenzie and state Sen. Nick Miller presented certificates recognizing the opening.

Brooks also announced that Chickie’s & Pete’s, a nearby restaurant, will extend its hours into late evening to support Hamilton Street businesses.

The Phantoms host a New Year’s Eve game each year at PPL Center as part of downtown Allentown’s celebration, which includes the world’s largest puck drop at midnight. This year’s event will feature a drone show in lieu of fireworks.