Downtown Allentown Tree Lighting

The weather should be perfect for kicking off the holiday season the right way tomorrow! Join Santa and a host of local musicians on the 800 block of Hamilton Street from 4 p.m. to 7 p.m. on Thursday, December 1 as Allentown lights its tree. There's free parking in the Farr Lot and refreshments available for sale. The horse and carriage rides will be back, as will the ice sculptors. Let the kids know that Pip the Mouse should be making an appearance as well. Sounds like fun!

Wise Guys Moves In On Allentown Beer Market

New Beer Depot To Offer Knowledgeable Service, Local Brews, Sampling and Tasting Events

Allentown, Pa. – The Wise Guys Beer Depot is moving in on the Allentown beer market with great selections, a knowledgeable sales staff and offers that can’t be refused by beer lovers across the region. Located at 209 W. Union near the heavily traveled intersection of Union and Second Street, Wise Guys will also offer a convenient stop for commuters when it opens on Nov. 18.

Allentown businessman and company partner Jeff Barber said the goal is to update and upgrade the traditional beer distributor model to provide a “convenience store” merchandising system for shoppers.

“We will be set up like a convenience store, but with a large variety of beer,” Barber said. “Our customer service representatives will have vast knowledge of the beer business and brews that we're selling and will on hand to help customers with new selections of beer that they may want to try.”

The Depot will also host weekly beer and food samplings from area restaurants and breweries in an effort to support other businesses in the City of Allentown, Barber said, adding praise for city officials and staff who worked with the partners to facilitate the review and permitting process that led to Friday’s opening.

Barber and partners Bob Chapleski and Phil Casciano say the upscale atmosphere will cater to the Center City residential market but also appeal to the daily professional commuter traffic on Hamilton and Union streets because of its convenient location.

The “Wise Guys” theme was suggested by Barber’s son during a family brainstorming session and the concept of a “depot” as opposed to a distributorship was suggested by Casciano to differentiate the business from other beer stores in the region, but also because it pays homage to the railroad and manufacturing history of the neighborhood, he said.

“I truly believe in the revitalization of Allentown and this location for a business,” said Barber, who purchased and renovated the building over the past several years. “I felt that if nobody else had the guts to rent the space and start a business, I would. I'm an entrepreneur by nature and have always taken risks on things, but I felt that this was one business I understood very well based on my own career and experience.”

Barber said the partners used Allentown businesses for the building renovations, including Meinser Services for HVAC, ElecTek for all commercial electrical work, Lugo Roofing and Construction, CSI Inc. for the video and surveillance and Lehigh Valley PreCast for concrete work.

The business will employ two full-time and three part-time customer service representatives.

“This was totally beneficial for Allentown tradesmen,” he said. “Also, we're working with PA CareerLink to fill our staff positions locally.”