West Reading Avenues Winter 2013

Page 1

Greater Reading’s hub for arts, shopping and entertainment Winter 2013


Month-long festivities for the entire family


Enjoying small-town America

WHAT ARE YOU DOING THIS WINTER? Add a little wine, dine & shop with great entertainment

Avenues.indd 1

11/10/13 8:04 PM

VF Outlet Center | Rt. 222 to Rt. 422E, Exit N. Wyomissing Blvd. | Reading, PA | (610) 378-0408 facebook.com/vfoutletcenter MoN-SAt 9:30AM-9PM; SuN 10AM-6PM | www.vfoutletcenter.com |

Avenues.indd 2

11/10/13 8:04 PM


Andréa D. Much, Editor Avenues Magazine andrea@hoffpubs.com


or some 4,000 residents that live right here in West Reading, PA, we’ve discovered that the borough provides an all-encompassing place to live, work and play. Home to the first outlet center in the country and to the main campus of the Reading Health System, the region’s largest employer, West Reading is just over a hun-


dred years old and still has plenty to offer. With cultural, edible and fashionable treasures waiting to be discovered along what’s known locally as the “Penn Corridor,” it’s tough to keep this sweet little place a secret any longer! There’s always something happening in the borough: the celebration of a new business, seasonal street festivals and monthly events that feature music, family-friendly activities, extended shopping hours and dining delights. Free parking and accessible public transportation gives you the “green light” to see what’s going on in this dog-friendly, art-passionate community. In fact, the borough of West Reading has its own special way of ringing in the holiday season: a Holiday Glow Celebration! See why “It’s a Wonderful Life” on the Avenues and make the shops and sights of West Reading your Holiday Destination. With many seasonal happenings to be offered, we suggest pairing together these ideas for a date night or select events for the whole family to enjoy! Flip through the following pages and

borrow some of our ideas to create your own itinerary. In this first issue of West Reading Avenues, we welcome you to the neighborhood — drop by and stay awhile! See you on the Avenues!

Greater Rea ding’s

hub for arts , shopping Winter 201 3

and enterta inment

Get Your HOLIDAY GLOW On! Month

-long for the entir festivities e family


Enjoying sm


Add a little wine, dine & with great entertainm shop ent

lovewestreading.org Avenues.indd 3


11/10/13 8:04 PM

Helpful Arts, Culture & Business Links Art Plus Gallery artplusgallery.org Berks Arts Council berksarts.org Berks Jazz Fest berksjazzfest.com The Gallery Above Penn Square galleryabovepennsquare.com GoggleWorks Center for the Arts goggleworks.org Greater Reading Chamber of Commerce and Industry greaterreadingchamber.org Greater Reading Convention & Visitors Bureau gogreaterreading.com

601 Penn Ave. • West Reading 610.372.0019

Greater Reading Economic Partnership greaterreading.com RACC - Miller Center for the Arts racc.edu/MillerCenter R/C Reading Movies 11 & IMAX rctheatres.com/loc_reading.asp

Norman Rockwell:

Boy Scouts

Through January 12, 2014 Presented locally by the Marlin and Ginger Miller Exhibition Endowment Exhibition organized by the Norman Rockwell Museum in Stockbridge, MA

Reading Downtown Improvement District downtownreading.com Reading Public Museum readingpublicmuseum.org Reading Symphony Orchestra readingsymphony.org Santander Arena (Previously Sovereign Center) santander-arena.com Santander Performing Arts Center (Previously Sovereign Performing Arts Center) santander-arena.com Schuylkill River National & State Heritage Area schuylkillriver.org

Corporate Supporter:

Local support provided in honorable recognition of:

Right: Good Friends, 1927 Illustration for Boy Scouts of America calendar, 1927 ©1927: Norman Rockwell Family Agency. All rights reserved. Norman Rockwell Museum Collections

www.readingpublicmuseum.org COMING SOON: Dora and Diego - Let’s Explore! Febraury 8 - May 11, 2014

Avenues.indd 4

West Reading Community Revitalization Foundation wrcrf.org West Reading Main Street lovewestreading.org Wyomissing Borough co.berks.pa.us/wyomissing The Yocum Institute for Arts Education institute-of-arts.org

11/10/13 8:04 PM

CONTENTS //// winter 2013


Arts Along the Corridor CONTACT INFORMATION Publisher, Tracy Hoffmann Hoffmann Publishing Group, Inc. Director of Creative, Dave Hessen Design, Brittany Warfel 2129 Windmill Road Reading, PA 19608 HoffmannPublishing.com 610.685.0914 Avenues@HoffPubs.com ADVERTISING 610.685.0914 ext. 1 Sales@HoffPubs.com BOROUGH BUSINESS West Reading Borough 500 Chestnut Street West Reading, PA 19611 WestReadingBorough.com 610.374.8273


Holiday Glow

IN THE KNOW & ON THE GO 7 Meet Me on Penn Corridor! 8 Wending Your Way Through West Reading

WEST READING MAINSTREET PROGRAM West Reading Community Revitalization Foundation 500 Chestnut Street West Reading, PA 19611 WRCRF.org 610.685.8854


View the Digital Version of West Reading Avenues online at lovewestreading.org


The opinions expressed in this material are for general information only and are not intended to provide specific advice or recommendations for any individual. All rights reserved. No portion of this publication may be reproduced electronically or in print without the express written permission of the publisher. West Reading Avenues is published quarterly {February, May, August, November}.

11 Doing Business in the Borough

12 Building the Foundation

for Strong Neighborhoods

16 Autumn is for Runners


34 Come! Celebrate New Years' Eve

RECHARGE YOUR MIND & BODY 36 Window Shopping Wonderland

ARTS & CULTURE 38 Arts Along the Corridor 42 Truly a Winter Wonderland


18 It’s a Wonderful Life 20 Black Friday Shopping 22 Tree Lighting & Music Celebration

25 Carriage Rides 26 Ladies’ Night Out 28 The Perfect

Holiday Glow Date

COVER PHOTO Shawn Rutkowski Photography


IN EVERY ISSUE 19 Holiday Events 40 Arts & Culture Events

32 Run Santa Run

lovewestreading.org Avenues.indd 5


11/10/13 8:04 PM

Avenues.indd 6

11/10/13 8:04 PM


Thursday, Dec.12th Explore the Avenue, also known as the ”Penn Corridor,“ during this special time when businesses stay open later, ringing in the weekend with special sales and activities!

Welcome to Penn Corridor in West Reading


f you want to know what’s happening with Greater Reading’s emerging arts and entertainment district — you’ve come to the right place. The Penn Corridor is Greater Reading’s hub for arts, culture, dining and entertainment. It reconnects residents and visitors with a walkable, pedestrian-friendly urban core, and West Reading is the heart of the Penn Corridor. Penn Corridor is the two-mile long thoroughfare that includes Penn Street from City Park in Reading through the downtown area and across the Penn Street Bridge to Penn Avenue, extending through West Reading and into Wyomissing. Whether it’s shopping, dining, the movies, theater or a concert, the Corridor and West Reading are Greater Reading’s entertainment destination for all ages. If you are looking for something more, stroll minutes from Penn Corridor and you’ll find several parks, trails, a world-class museum, a planetarium, art exhibits and something for nearly everyone. We invite you to take advantage of West Reading and the Penn Corridor for all they have to offer! It’s easy to get to the Corridor from just about anywhere!

lovewestreading.org Avenues.indd 7


11/10/13 8:04 PM

by: Ethan Tauber


SCHWEITZER'S SERVICE CENTER State Inspection & Minor Repairs

610.376.9291 433 Penn Ave West Reading, PA 19611

King's Auto Service, conveniently located on Penn Avenue, is a modern 6 bay service facility with three full time ASE certified technicians. We do general repair on cars, light trucks, and vans, and are equipped with the latest electrical and computer diagnostic equipment in the area. Serving West Reading, and the Greater Reading area, since 1963.




est Reading is one of Pennsylvania’s best walking towns, with an easy, grid layout for navigation, and accessible parking for short or long visits. You could easily walk from one end of Penn Avenue to the other is less than 20 minutes, and drive to the major culture and entertainment venues in less than five minutes. You can enjoy shopping at Bella Jules at 7th & Penn Avenues, have drinks at Third and Spruce Café in just 15 minutes, then get in your car to see a show at the Santander Arena, just across the Penn Street Bridge, in less than five minutes. Of course, there’s no rush, so we encourage you to take your time to stop and shop at the many great locations along the way. If traveling to West Reading by car, you’ll need to know the best places to park. There’s on-street parking and surface lot parking within the borough and just beyond the borders. Street parking on the main thoroughfare, Penn Avenue, and the perpendicular avenues is enforced with a two-hour parking limit. It’s free, term-limit parking designed to provide easy store and restaurant access to short-term visitors. Although street parking on Penn Avenue fills up quickly, the streets that run parallel (i.e. Franklin St. and Spruce St.) are usually a safe bet to find a spot. And, remember, it doesn’t matter how far away you park because everything is accessible with a short walk. Surface lots are at 5th & Penn Avenues, in the heart of the borough, and 8th & Penn Avenues, which is conveniently located next to the world-famous VF Outlet Center. Finally, many stores and service providers have off-street parking for patrons, conveniently located behind or adjacent to their locations. When walking, pedestrians have rights, however, many people believe that pedestrians always have the right-of-way. That’s only true when walking in crosswalks with no signs or signals, or when you are given the signal to cross at a corner. West Reading can have heavier vehicular traffic during holidays or weekends. Hence, it’s important for pedestrians and drivers to operate in harmony with one another. Traveling to a new destination always requires planning. We want you to know your needs are being met. Should you require cash during your visit you can always stop at one of several convenient ATM machines conveniently located along Penn Avenue in the 600, 800 and 1000 blocks of Penn Avenue, and use your Customers Bank card for no-fee transactions. Should you need gas or auto service, visit King’s Auto Repair or Schweitzer’s Gulf & Auto Service Center in the 700 or 400 block, respectively, of Penn Avenue.

Avenues Winter 2013

Avenues.indd 8

11/10/13 8:04 PM

From Allentown Take I-78 West to 222 South towards Reading. Continue on 222 South towards Lebanon/Lancaster. Take 422 East towards Pottstown. Take the Penn Avenue, West Reading, or Penn Street, Reading exit.


From Philadelphia Take I-76 West to the PA Turnpike (toll road 76W). Take 76 West to the Morgantown exit 298. Proceed through the tollbooth to I-176. Continue for approximately 10 miles and take the 422 West exit. Take 422 West to the Penn Street, Reading, or Penn Avenue, West Reading exit.

From Baltimore Take I-95 to Baltimore Beltway (I-695W), then to I-83 North to York, PA. From there take Route 30 East, to Lancaster, then 222 North to Reading. Merge on to 422 East towards Pottstown. Take the Penn Street, Reading, or Penn Avenue, West Reading exit.

From Harrisburg

Take the PA Turnpike East to Reading exit 286. Continue on 222 North to Reading. Merge on to 422 East towards Pottstown. Take the Penn Street Reading, or Penn Avenue, West Reading exit.

Welcome to effortless banking. Welcome to Customers Bank. At Customers Bank, we make banking simpler to make your life easier. That’s why we offer everything from top-tier rates and personalized service, to the most advanced mobile and online banking available. You can even pay bills just by taking their picture with your smartphone or iPadŽ! Experience banking the way it was meant to be: effortless. Visit us at customersbank.com or stop into a branch near you today!

iPad is a registered trademark of Apple, Inc.

Berkshire Mall West 1101 Woodland Road Wyomissing, PA 19610 Phone: (610) 743-8010

Exeter 1 Hearthstone Court Reading, PA 19606 Phone: (610) 406-9944

Wyomissing 1001 Penn Ave. Wyomissing, PA 19610 Phone: (484) 334-4224

Muhlenberg 350 East Bellevue Ave. Reading, PA 19605 Phone: (610) 743-8000

lovewestreading.org Avenues.indd 9


11/10/13 8:04 PM

Don't Risk It, Trust RIS!! We'll Protect What Matters Most... Your Family, Your Business, and You! Personal Coverage

Auto / Classic Collector Home / Renters Umbrella Liability Valuable Items Recreational Items - Water Craft, ATV, Snowmobile Motorcycle Health / Life / Liability

Commercial Coverage Property and Equipment General Liability Insurance Automotive and Truck Fleet Workers Compensation Professional Liability Group Health / Life Disability

RIECKS AD- WEST READ MAG 10-13_Layout 1 10/25/13 11:30 AM Page 1

A Full Service Commercial Printing Company Since 1936 101 South First Avenue, West Reading, PA 19611 Ph: 610.375.8581 | Fx: 610.375.4102 www.riecksprinting.com | 10

Avenues Winter 2013

Avenues.indd 10

11/10/13 8:04 PM


IN THE BOROUGH by: Ethan Tauber


ith the revitalization of West Reading in recent years, businesses have been flocking to the area largely due to the growth and prosperity of the shopping district and the expansion of its institutions. There are approximately 150 businesses on Penn Corridor alone and nearly 250 businesses throughout the borough. If you’ve ever thought about starting a business, you might wish to consider West Reading. The borough offers an extremely vibrant retail district, from its Main Street, Penn Avenue, and throughout its many Avenues within the borough. It affords close proximity to some of the region’s most affluent and eclectic shoppers, from nearby and afar. If your quest is commercial or manufacturing, you may also consider the many benefits of being within a very close proximity to the largest core of urban residents who could walk to work, or who have easy access to affordable and reliable public transportation. One of the biggest retail draws to West Reading is The VF Outlets. Located less than one block off Penn Avenue, VF Outlet Center attracts between four and five mil-

lion visitors every year, and remains a staple of the tourist industry in the Greater Reading area. The outlets are also a major gateway for tourists to the corridor, because they come to shop at the outlets, which then leads them to discover all that the borough has to offer. Other major companies located within the borough include The Reading Health System, R.M. Palmer Company and Gage Personnel, which all bring more than 6500 employees and countless visitors to the borough daily with easy, walkable access to the stores, restaurants and service providers in West Reading. The Penn Street Bridge is less than a mile outside the borough, where State Route 422 connects to Penn Avenue, providing expedient access to a major highway system. This makes the borough an ideal location for any business owner who commutes or requires goods shipped to and from their building. Whether you are looking for an office suite, a retail storefront, or a manufacturing facility in the borough, The Reading Realty Group, located at 546 Penn Avenue, and its friendly agents will help you find the ideal location to suit all

of your needs. All of the buildings in the borough are required to be inspected prior to any sale or lease. Any construction or remodeling after purchase, however, does require permits depending on the scale of the work. Despite this, West Reading is actually fairly lenient on requiring permits or borough permission for remodeling, construction, etc. A list of the permits and links to them can be found at www.westreadingborough.com. The key to running a successful business in the borough is joining the West Reading Business Association. Ask any business owner and they will tell you how important it is to network with the other businesses in town. Penn Avenue hosts many different events throughout the year, such as Art on the Avenue, Fall Fest, Holiday Glow and First Thursday (soon to be Second Friday in 2014), that attract people from throughout the county and state, and give merchants a fun way to promote business to hundreds of people at one time. Staying involved in borough affairs and making your presence known to the community is extremely important in West Reading. Almost all of the shops on Penn Avenue are independently owned, not chains, which is a big part of its appeal. The West Reading Community Revitalization Foundation is what put the borough back on the map. Through the tireless efforts of their Main Street Revitalization program, local businesses thrive here. Their website www.wrcrf.org also contains a wealth of information on how to get involved, and includes a link to join the business association and a directory of other businesses in the borough. We invite you to consider West Reading, PA as the perfect place to open your business, and welcome your interest in this flourishing area. Need business cards or insurance, talk to Rothenberger Insurance Services or Rieck’s Printing. Both are great community partners. What are you waiting for?

Borough Hall

Chestnut St. and 5th Avenue

Avenues.indd 11



11/10/13 8:04 PM



oday’s community redevelopment encourages community revitalization based on a concept urban planners call the New Urbanism. It’s a more balanced approach to street design that considers the entire community. It reflects a new sensitivity to public health, environment, sustainability and economic performance through increased property values. The New Urbanism places emphasis on streets and public spaces as places vehicles and pedestrians share. It encourages citizens to take responsibility for neighborhood maintenance, and evolution. Individual buildings should have unifying elements and be linked to their surroundings. Local architecture and landscape design can play important roles in making streets interesting and safe for pedestrians. Streets can encourage walking and enable neighbors to get to know each other and protect their community. Elm Street projects are designed to produce highly visible, concrete results. However, its support of the West Reading Crime Watch (wrcw) shows that there is more to Elm Street’s community commitment than meets the eye. Some wrcw goals are best achieved by not drawing attention to a particular endeavor, but its intent, like all other Elm Street projects, is to produce positive results. Our revitalization strategy is to simultaneously invest in both private properties and public spaces. We are especially targeting blocks where we can build on other recent investment that will multiply the Continued on page 14


Avenues Winter 2013

Avenues.indd 12

The Roots of West Reading South 5th Avenue

11/10/13 8:04 PM

Avenues.indd 13

11/10/13 8:04 PM


impact of our efforts. Think of it as interlocking various pieces of a puzzle together where each piece strengthens and builds on the next. In 2011, 70 volunteers painted eleven property facades in historic colors all in a one block area, making a dramatic and immediate improvement. We repeated this success in 2012 on the north side of the 400 block of Chestnut Street. In addition, we needed to make some visible improvements to South 5th Avenue because it’s heavily traveled and, for many visitors, it’s their first impression of West Reading. Our 5th Avenue Light & Landscape project targeted eight row homes in the 100 block to landscape the hillsides to provide beauty and unity, and added lighting to better illuminate the sidewalk. In 2013 we had another year of facade grants, street-scape improvements; Let’s Paint the Town, the Community Garden

West Reading IS

600 block of Cherry Street

Buying or Selling? Welcome to the premier resource for all commercial or residential real estate information and services in the area. If you're planning to sell your home in the next few months, nothing is more important than knowing a fair asking price. We would love to help you with a FREE Market Analysis. We will use comparable sold listings to help you determine the accurate market value of your home.

and the Earth Day Clean Up. We continued to develop outdoor public art projects to beautify public spaces and add a surprising visual aesthetic to walking our streets. Let’s Paint the Town focused on the 100 block of South 6th Avenue. See what a difference community revitalization has on walking neighborhoods. And, finally, we completed a public art project with a mural titled “West Reading IS.” It’s been installed in the 600 block of Cherry Street on a large warehouse wall. The fabulous work was completed by Mike Miller and his students at Wyomissing High School’s Public Arts Workshop and artists from Exquisite Fource. The visual result is quite an interesting glimpse of West Reading with skunks, frogs, owls, skateboarders, bicyclists, coffee cups, the round bench and tree at the pool, etc. Drop by and see how many associations you can pick out!

ReadingRealtygroup.com 610.898.1441 • 546 Penn Ave Suite 2R West Reading, PA 19611 Let’s Paint the Town 14

Avenues Winter 2013

Avenues.indd 14

100 block of South 6th Avenue

11/10/13 8:04 PM

Providing complete funeral & preplanning services with dignity & care. Funeral Home and Cremation Services Family Owned and Operated Since 1937 We strive to make our families and visitors feel comfortable while paying respects to their lost loved ones, and we make considerable efforts to maintain our focus on the high standards expected of a place of tribute.

KuhnFuneralHome.com 610.374.5440 Penn Ave & 8th Ave West Reading, PA Edward J. Kuhn, Jr., Supervisor

ut Ask abo f our line o rs ro ir m ic a mos s. and table

ppointmen by a to n nly pe ! O

Installation and sales of ceramic, porcelain, glass, metals and glass block. gehristile.com 610.374.4155

424 Penn Ave West Reading info@gehristile.com

lovewestreading.org Avenues.indd 15


11/10/13 8:04 PM



hile September signals the end of the summer season, we usher in the brisk, fresh autumn weather with open arms and an abundance of rejuvenated fervor. Following the laid back stride of the summer months, autumn is a time for outdoor anticipation and enjoying the beauty of the fall foliage. And what better way to embrace the splendor of the autumn landscapes and make the most of the fall season than being immersed in the outdoors in a charming little town. Nestled in the hills of Reading, Berks County, the quaint little town of West Reading embodies an ideal combination of


both warm, leisurely, small town allure and urban appeal. Comprised of its thirty-five charismatic and esteemed locally owned and operated retail and restaurant businesses, West Reading is also encompassed by various larger companies and institutions. The main campus of the Reading Hospital Health System and the VF Outlet Village, which is one of the largest outlet centers in the United States, stand as some of the various establishments within this unique town. Spirited by the growth of West Reading’s vibrant and culturally beneficial main thoroughfare, the Penn Avenue shopping district, the community of West Reading

is continuously bubbling with progress, innovation and opportunity. A runner by blood and a nature lover at heart, I find this time of the year the most rewarding after conquering the harsh conditions of both the winter and summer months. I can’t help but take the season in enthusiastically; immersing myself in the beginnings of the autumn months, my favorite time of year. The faint smell of a wood burning fire, the painted trees, the leaves crunching under my feet, pumpkin carvings, hay rides, and warm apple cider are the foundation of cross country season. Lots of rejuvenating, brisk long runs

Avenues Winter 2013

Avenues.indd 16

11/10/13 8:04 PM

through the back roads, towpaths and byways of the lovely autumn drenched Reading is what I crave come late September. A favored running route of my own starts and ends at the exclusive A Running Start running specialty shop on Penn Avenue. My scenic running route starts out on a beautiful Saturday morning crossing Penn Avenue and leads me down through the residential neighborhoods of Seventh Avenue, towards the Reading Hospital grounds. As I pass the Reading Hospital Health System buildings on my left hand side, I am greeted by an intersection at Parkside Drive North that bears me

left towards a black top covered bike path entry way, leading towards the head of the Reading Public Museum Arboretum. As I happen upon the bike path and follow this particular trail down a gentle grade running alongside the Wyomissing Creek, I am received by a vast array of statuesque buildings, carefully placed shrubberies, colorful vegetation and the sound of the Wyomissing High School band practice in the distance. Nature lovers alike would find enchantment in the bountiful botanical displays of the Wyomissing Park Arboretum, ideal in the autumn months when the air is crisp, the leaves are golden orange, and the local followers of the trail are abundant. A short drive by car and an ideal exploratory setting on both bike and foot, the Wyomissing Park Arboretum is the perfect atmosphere for a scenic and invigorating long run like my own. As I run along the path parallel to the Wyomissing Creek and headed west, I see the Reading Public Museum and stone terrace off to my left beyond the creek, as well as a small ’Sunflower Tunnel’ that stands tall and vibrant directly alongside the bike path. As I travel along the path, I come across my first red bridge on the left and cross over, catching a glimpse of the Reading Planetarium directly in front of me as I bear right. Continuing along the bike path shortly after the bridge crossing, I enter Trudy’s Garden, containing a beautiful array of flowers and shrubbery, a lovely sentiment and a living memorial. As I weave my way through the garden, I come across my second red bridge and bear left after its crossing, continuing on the path until I reach the historic Wyomissing Boulevard. My journey continues across the road and enters into the Stone House side of the Wyomissing trail, strewn with tennis courts, open landscapes and the Stone House Pond, known for its ice skating in the winter months. As I continue along and improvise my path, I loop my way back along the same Wyomissing trail way and make my way back to A Running Start. The beauty in running through the West Reading and Wyomissing Park stretches, is the ability to invent and pick up trails at just about every twist and turn along the way. One path always leads to another and each new turn exemplifies intrigue, education, reflection and celebra-

tion of nature at its finest. As I wrap up my run and return to my origin, I stop into A Running Start for a warm welcome and some good conversation with some fellow harriers. I learn from the educated and experienced staff about local races in the area such as October’s Fitzy’s 5k Run and December’s Run Santa Run 5k. Chasing my run with a cold glass of water, a bold cup of coffee and a fresh long sleeve shirt, I stop by Café Harmony, a neighboring café, for a warm embrace. This well-timed and pleasant caffeine boost propels me east down the Avenue to catch a delicious refuel with a good friend at Say Cheese. The warm meal satiates my hunger and revitalizes my soul. I make sure to restock my pantry during my visit with some fresh jams and cheeses from the restaurant. I then head across Penn Avenue to Go Fish Seafood and Sushi Bar to visit the seafood market within and purchase some fresh salmon fillets to cook up for my protein and omega-rich Saturday supper. Conveniently, the market supplies me with a wide array of calorically dense fresh vegetables, prosperous in carbohydrates, to complete my culinary endeavor. West Reading reinforces the truth that big cities and grand institutions don’t produce the most creative of works, but small towns, local businesses and the people that run them do. With an abundance of scenic overlooks, shopping and dining venues and historic appeal, West Reading’s unique discoveries offer a wealth of ways to spend one’s days. Embrace the outdoors and stir the soul with a visit to small-town autumn. West Reading; shop, dine, explore and happy running!

lovewestreading.org Avenues.indd 17


11/10/13 8:04 PM

HOLIDAY GLOW //// events

by: Mike Anderson

West Reading’s Holiday Glow Celebration Friday, November 29 th – Tuesday, December 24th

Imagine It’s a Wonderful Life — because that’s just what it’s like in the small-city feel of West Reading. Old-fashioned streetlights line the white pavements of Penn Avenue and horse-drawn carriages circle West Reading’s Elm Street neighborhood on Friday nights. Down the block, a brass quartet booms holiday cheer into the wintry air and carolers gather to sing songs of the season along the Avenues.

Photo courtesy of Reading Public Museum Arboretum


Whether you’re home for the holidays or seeking a day-away destination, the borough is brimming with happenings! Jingle down Penn Avenue and run the town red for the Santa 5K Run. Or don your best Mrs. Claus costume and vie for prizes loaded with goodies from the dozens of shops, restaurants and businesses along main street Penn Avenue. Rumor has it Santa and Mrs. Claus are also joining in on Holiday Glow Celebration throughout West Reading, so come stroll with your sweetheart, girlfriends, or set aside a special weekend to get your holiday glow on. The Holiday Glow Celebration kicks off on Black Friday — the day after Thanksgiving. If you’re lodging at the Courtyard by Marriott, opt to get a head start on Black Friday sales at the VF Outlet Center.

Avenues Winter 2013

Avenues.indd 18

11/10/13 8:04 PM

HOLIDAY GLOW //// events Most Events range from 6 – 8pm See individual event Holiday.LoveWestReading.org Friday, November 29th Black Friday

In the 1970s, the original glove and mitten mill factories were developed to create the the United States. Start your Black Friday shopping by strolling through the multiple manufacturers and the wide selection of denim and sleepwear for any age or size. Black Friday begins on page 20.

Mon–Sat: 9:30am–9pm | Sun: 10am–6pm VF Outlet Center, 801 Hill Ave., Reading, PA

Thursday, December 5th Ladies’ Night Out

Tis the season for wish lists! Fill out your Wish List on fabulous main street Penn Ave., and have your honey track down the treasures you’ve wished for this holiday season! More details on page 26. Planning a girlfriends getaway within the borough? Explore shopping destinations on page 36.

Mrs. Claus Contest

Win a basket of goodies generously donated by main street businesses or come out to vote for the winning Mrs. Claus in her best origAmerican Bistro from 6 –8pm!

85 Annual Tree Lighting & Music Celebration

Chef Alan’s American Bistro

Celebration with an enchanting tradition: the lighting of the town tree, located at the West enues). Live music by a strolling brass quartet and characters from A Christmas Carol will join families on the Avenues as they await the arrival of Mr. & Mrs. Claus on one of West

Fifth and Reading Avenues West Reading Fire Department, Station #64 223 Playground Drive, West Reading, PA

Saturday, November 30th Small Business Saturday

West Reading joins a national initiative declaring the day to support local busi-

pay using your American Express, also the creator of Small Business Saturday.

Thursday, December 12th Men’s Night Out

Small businesses in the borough treat the fellas to personalized service that cuts out holiday Lists from Ladies’ Night! Guys, turn to page 27 for your destination recommendations. 6 – 8 p.m.

Saturday, December 14th Run Santa Run 5K Run & .5 Kids’ Fun Run

Registration 8:30 a.m. Kids’ Run 9:30 a.m. 5K 10:00 a.m.

Friday, December 6th* Carriage Rides on the Avenues

Take a break from the sidewalks and see West Reading from the high seats of a true old-fashioned carriage! We’ll tell you where to carriage rides on page 25. *Also held the13 and 20

St. James Church 644 Penn Avenue, West Reading

Caroling on the Avenue

O Little Town of West Reading! Meet other carolers and stroll the Avenues sharing the songs of the season. Find out more on page 31.

Don’t miss the runners that ring in the holiday season in West Reading donning festive gear and jingle bells! Details on this family-fun event on page 32.

A Running Start 705 Penn Avenue, West Reading www.arunningstart.biz

Saturday, December 21st Last Minute Saturday

West Reading merchants share cocktails and ping on the Avenue. Whether you’re looking “wow” that special someone, you’ll be sure eclectic gift shops!

6 – 8 p.m.

Chef Alan’s American Bistro

lovewestreading.org Avenues.indd 19


11/10/13 8:04 PM


Friday, November 29th

by: Andréa D. Much


he only dark before the glow around West Reading is the kind that’s happening during the nation’s biggest retail event: Black Friday shopping on Friday, November 29th. Here, in Reading, PA, we already know that outlet pricing is irresistible — after all, the nation’s first outlet center concept was born right here in 1970. Located on Park Road at Hill Avenue, just across from the Courtyard by Marriott, the VF Outlet Center is easily accessible by bus, car and on foot from its home at the northwest corner of the area. The abundant factory space of the former Reading Glove and Mitten Manufacturing Company that was founded in 1899 was transformed into outlet centers in the early 1970s and during the shopping heights of the ’80s and ’90s, was named on national lists of best-performing outlet centers. Today, the historic warehouse buildings are filled with various outlet stores offering one-of-a-kind bargains on denim, work wear, sleepwear and intimates. If you’re staying at the Courtyard through the Thanksgiving holiday weekend, cross the street and begin the Holiday


Glow Celebration by shopping the super sales at the VF Outlets. Remember to dress warm and wear walking shoes for your outlet shopping experience! With hundreds of square feet warehouse space to walk and spacious brand name stores like Lee, Wrangler, OshKosh B’gosh, Vanity Fair, Bass Outlet, Adidas, Dooney & Burke and more as you trek between the Red and Blue Buildings as well as the Designer’s Place. With five spacious parking lots among the three factory outlet buildings, traveling to the outlet center will still provide reliable access to West Reading for more Black Friday specials on the avenues. Continue your Black Friday shopping spree onto the Penn Avenue corridor where you’ll find more than 100 small businesses ready to wow you with a wide selection of foods, gifts, apparel and more. Walk, hop in the car or take public transportation less than a half mile onto Penn Avenue, especially if your feet are fatigued from walking. Before you celebrate the town’s annual tree lighting and music celebration (see page 22 for details!), grab dinner or a snack

at any of the more than 40 eateries in the borough. Many hometown favorites are conveniently located between the 400 and 700 blocks of Penn Avenue, and warmly welcome visitors between the shopping bustle and music celebrations!

BLACK FRIDAY SPECIAL! Many shops within the borough will be open till 9:00 pm, and will be offering old world refreshments for visitors. All 'Open' shops will be marked by a balloon or ribbon.

Avenues Winter 2013

Avenues.indd 20

11/10/13 8:04 PM

? DID YOU KNOW? It was M.O. Lee — then president of VF Corporation — who suggested holding a public sale one Saturday morning to clear out excess inventory of Berkshire International. That day, the merchandise completely sold out, even though the only advertising had been word of mouth. The store was so busy that even Lee bagged merchandise and manned the cash register. “You could see his mind working,” said John Jackson, merchandise manager of Intimate Apparel at the time. “He was thinking he could make the store bigger. We just had a drop cloth on the back wall, and we kept moving it back.”

Pleased and surprised at the success of the sale, Lee scheduled a bigger one for two weeks later, with merchandise brought in from other VF sources. That sale was even more successful, and the VF Outlet business was launched. Selling Berkshire and Vanity Fair surplus products, the factory store was 5,000 square feet, with only a drop cloth separating it from the manufacturing facility. VF Corporation — which opened the store in 1970 — was one of the earliest outlet operators, and opened the first outlet center in the country, in Reading, Pennsylvania. Today, you’ll find that VF Outlet stores have evolved from only offering excess inventory to offering customers much more! VF Outlet gives customers a unique combination of ridiculously low prices, wide selection and famous brands so you can get everything you need and more!

VF Outlet Center  — Reading, PA

Rt. 222 to Rt 422 E., Exit N. Wyomissing Blvd. 610.378.0408 vfoutletcenter.com

VF Outlet Center Hours: Thanksgiving 6pm  –  1am Black Friday 7am  –  9pm

March 1  –     December 31 Monday  –Saturday 9:30am  –  9pm Sunday 10am –  6pm

January 2  –   February 28 Monday  –Thursday 9:30am –7pm Friday  – Saturday 9:30am–9pm Sunday 10am – 5pm

lovewestreading.org Avenues.indd 21


11/10/13 8:04 PM


by: Andréa D. Much

Friday, November 29th from 6pm – 9pm At the West Reading Traffic Circle (Fifth & Reading Avenues)


ant to join in a real live town tree lighting and music celebration? Be our guest as West Reading kicks off its Holiday Glow Celebration with the annual tree lighting. Make the borough your weekend destination for a half day adventure with the family or weekend outing while home for the holidays. Since the first tree lighting ceremony that took place at the West Reading Borough Hall at 500 Chestnut Street in 1929, the 85-year-old tradition has made its home at the West Reading Traffic Circle at Fifth and Reading Avenues. Enjoy this enchanting evening for all ages with the whole family, neighbors in the community and loved ones! Here are some tips to get you started on your Holiday Glow Celebration…

Afternoon/Evening Out for Shoppers & Families Start with • Did you shop the Black Friday sales at VF Outlet Center? Recharge with a coffee or hot drink of choice at the specialty cafes located to the east of VF, just past 8th Avenue. To get there, round the corner onto Penn Avenue at Kuhn Funeral Home, and browse boutiques and small businesses along the Avenue. There’s ample street parking and public transportation. Or… • Start a family day with a visit to The Works at Wyomissing, located at the west end of the Penn Corridor, at 1109 Bern Road in Wyomissing. Visit the old buildings of the Wyomissing Industries, Textile Machine Works, now an indoor entertainment complex that features a nightclub, indoor karting facility, million dollar arcade and BALLOCITY foam ball blasting play unit for kids.


Then • Unwind and stroll Penn Avenue: within less than a half-mile, funky boutiques and artisan craft stores, neighborhood bars and cupcake shops line the next few blocks enticing walkers with their storefront charm. Browse through gift shops and pause for unique finds such as the Persian rug, yarn and art galleries along the way. • See the signature red door of the West Reading Tavern in the 600 block? Stop to warm up with a cocktail or appetizer before heading to the Holiday Glow Celebration, or continue up two more blocks till you reach another family-friendly restaurant, the West Reading Diner.

? DID YOU KNOW? West Reading’s official Christmas tree was transplanted by borough employees and a local nursery in fall of 2012, after Superstorm Sandy pummeled the East Coast with high winds and heavy rains. The blue spruce replaces the Douglas fir that officials had lit for the past few decades, and the community hopes this tree has the chance to grow 25–30' tall.

Avenues Winter 2013

Avenues.indd 22

11/10/13 8:04 PM

The borough will kick off the 85th annual lighting of the town tree at 6pm while the music celebration continues through 9pm. All ages will enjoy the experience of an old-fashioned holiday celebration in the streets, complete with a floating brass quartet and the arrival of Santa and Mrs. Claus in the West Reading Fire Department’s own fire engines! • Gather beneath the street lights and tree lights to celebrate local music of the community. Choirs of local students and community groups will be moving along the Avenues singing songs of the season. • Discover actors from the local Genesius Theatre performing live sketches from A Christmas Carol while enjoying old-world refreshments. St. James Church will be open for refreshments after the tree lighting celebration. Stop here for pictures with Santa and to visit the live nativity scene! • Back on the Avenue, shops will stay open until 9pm, so be sure to take a final stroll down Penn, where the first annual Light the Avenue contest is taking place. This year, merchants on main street have decorated their store fronts with lights, paint, merchandise and holiday décor…and it’s up to Mrs. Claus and a panel of judges to award the businesses with the best presentation, creativity and most original idea!

Live Nativities in West Reading After the Lighting of the Tree, stop by St. James Church for refreshments, pictures with Santa and a live nativity scene. Or, enjoy a wintry walk down South 7th Avenue and visit the Scottish Rite Cathedral right near the Reading Public Museum. Open to the public from 6 – 8pm on Saturday, December 7th & 14th, and Sunday December 8th and 15th, this beautiful event facility will have lots of activities for children, including a model railroad display, clown performances and a visit from Santa! St. James Church 644 Penn Avenue West Reading, PA 610.372.2034

Scottish Rite Cathedral 310 South 7th Avenue West Reading, PA

• After Holiday Glow wraps up around 9pm, and before out-of-towner’s return to their hotel rooms at either end of the Penn Corridor, hop into one of the neighborhood bars for a late night beverage or snack. Stop back the next day, on November 30th, for Small Business Saturday! This national initiative, created by American Express, helps boost support for businesses that help small areas like West Reading thrive as it boosts and preserves the local economy. Before you leave town, stop by the Avenues for one last sweet treat and gift that you’ve thought about twice since your last visit. Learn more about Small Business Saturday by visiting www.ShopSmall.com.

ng trolli ! s r u o t See uarte Q s s Bra

lovewestreading.org Avenues.indd 23


11/10/13 8:04 PM

Warm up by our fire...

Manchester by the Sea

Wedding Invitations Favors Programs Place Cards Imprinted Cocktail Napkins and much more!


530 Penn Ave. / West Reading, PA / 610.374.5140


westreadingtavern.com 610.376.9232 606 Penn Ave • West Reading Mon-Wed: 4-9pm / Thurs-Sat:11:30am-9 pm / Sun: 12:30am-8pm

Avenues Winter 2013

Avenues.indd 24

11/10/13 8:04 PM


Carriage Rides by: Andréa D. Much

What better way to experience the beauty of the city than a horse-drawn carriage ride? Available select Friday nights, a true horse-drawn carriage guides your delight beneath the holiday lights strung up along Penn Avenue. carriage ride continues through the target neighborhood for West Reading’s Elm Street Project before returning down Penn Avenue’s Main Street District.

Friday, December 6th,13th, & 20th

St. James Church West Reading 6 –10pm

Before You Go: It’s Friday night on the Avenue during the height of the holiday season, typically attracting many visitors into the borough for travel, shopping or dining, among much more. Expect a heavier level of commuter during rush hour and that parking capacity may be busier than usual. Anticipate the possibility of rounding the block an extra time to receive a spot that may just be opening up. Pedestrians should practice safe-walking skills and obey laws within the borough. Utilize pedestrian crosswalk signals and refrain from crossing from the middle of the block as opposed to the proper crossing areas on each block corner.

Bundle up!

Part of the appeal to the horse-drawn carriage ride is the crisp wintry air adding rosiness to the cheeks, so plan to dress in layers to keep your body warm. Many boutiques on the Avenues have a unique selection of winter accessories and there’s a likely chance you’ll your next favorite pair of mittens, hat or leg warmers within the same evening!

Have a Hot Treat

True or False: The Carriage Rides are drawn by horses from the West Reading Police Department? False! West Reading hasn’t had police or ars.

Plan for Parking and Pedestrians

Keep your hands and spirit warm with a hot drink for the ride. Depending on where you park, you will a specialty hot chocolate, herbal tea or seasonal delight at one of the bistro cafés right along Penn Avenue!


Plan to purchase tickets for the carriage rides at 544 Penn Avenue, near the West Reading Drug Store. Have cash or checkbook handy — no credit cards will be accepted! Volunteers from St. James Church will be on-site accepting $10 for each carriage ride.

Ride through West Reading!

Travel approximately three square blocks through the heart of Elm Street’s target neighborhood before rounding back to the Main Street District. Various lights and decorations in the neighborhood add to the ambiance of Holiday Glow on the Avenues of West Reading.

Holiday Glow 2012 Photo(s) above & to the left, courtesy of West Reading Elm Street

For more on West Reading Elm Street, turn to page 12. Looking for great boutiquing in West Reading? See page 36. lovewestreading.org

Avenues.indd 25


11/10/13 8:04 PM

HOLIDAY GLOW //// Thursday, Dec. 5th, 6   –   9 p.m. Mrs. Claus Contest held at Chef Alan’s American Bistro, 6th & Penn Avenue Contest begins at 8 p.m.

by: Andréa D. Much


hether it’s an afternoon filled with indulgences or a boutiquing adventure with your mom, daughter, co-worker or best friends, make it your destination to create your own wish list while visiting the shops of West Reading! On Thursday, December 5th from 6   –   9 p.m. “Ladies’ Night Out” combines with First Thursday on Penn to get the girls of all ages in the holiday groove by inviting you to stroll the Avenues while absorbing the seasonal delights. However —  long after the holiday glow, you may want to borrow these ideas to create a ladies night out on any evening and glide with your girls under the glow of the streetlights in this charming small town. Start with a spa service or kick off with a happy hour at one of the borough’s sophisticated neighborhood bars and restaurants. Enjoy all of the things that you want to but may not have the chance to do all too often enough, like unwinding from daily stresses, exchanging new ideas as you rekindle spirits and further grow friendships in that old-fashioned art of conversation. And then, celebrate a good old-fashioned ladies’ night on the town! Love to dress up, but missed the 5th Annual “Costumes on the Corridor,” held in October? 26

There are at least two chances to get in the costume spirit and take on the town. Create your best take on a Mrs. Claus costume during Holiday Glow’s Ladies’ Night Out, and you may be taking home a basket of goodies from West Reading’s main street merchants! Or, run the town red during the Run Santa Run 5K, donning Santa hats and jingle bells. After you’ve recorded your Wish List items all over the Penn Corridor, head over to Chef Alan’s American Bistro around 8 p.m. for the Holiday Glow Celebration’s Mrs. Claus Contest. Contestants can dress in their best Mrs. Claus costume to be judged in one of three categories: sexy, original and authentic. Mrs. Claus herself will be at the scene to judge the best in each category and award each winner with coveted baskets filled with treasures from the shops of West Reading.

Avenues Winter 2013

Avenues.indd 26

11/10/13 8:04 PM

Need A Little Help? Guys, you can find some great additional holiday gift ideas and expert advice at any of the following locations:

Men’s Night Out Thursday, December 12th, 6   –   9 p.m.


Fellas, it isn’t always easy reading the minds of the wives, mothers, girlfriends and daughters in your life. Track down the treasures she hinted at this holiday season on the Avenues! Join us for Men’s Night Out and enjoy a great night of shopping (and beer) on the Avenue! During a pre-shopping happy hour from 6   –   8 p.m. on Thursday, December 12th, guys of all ages are invited to participate in “Men’s Night Out” during West Reading’s Holiday Glow Celebration. In this community tradition, the “Ladies’ Night Out” occurs the week before  —    traditionally on First Thursday in December  —       so they can get a jumpstart on holiday wish lists of their own. Start with a Happy Hour at one of the neighborhood bars or taverns or enjoy a seasonal brew that select shops may be offering to help take the edge off of the holiday madness. If you’re in town on business, the hub of main street’s shopping district is just a half mile from both the Candlewood Suites and the Courtyard by Marriott, so crossing items off the gift list can be done between business. Men’s Night —   or Day —   Out can happen anytime this season, though! Take in a professional ice hockey or indoor soccer game at the Santander Arena with your kids after treating them to a jukebox lunch at the West Reading Diner. Or, take in a historical Civil War performance at the Miller Center for the Arts with your father to see Civil War & Civil Men: Lincoln, Darwin & Brown on Wednesday, February 12th. Not-so-single anymore? Add the perfect sparkle to her holiday when you visit one of the jewelers in the West Reading area and make the season all the more brighter!

A Running Start Bella Jules Fig & Will Pollack Furs

Goodyear Shoe Service Lilabea’s Mixx Boutique


Charles Hutcheson Fine Jewelry Justin Bortz Jewelers London Blue Wm. H. Diller Jewelers


The Compleat Baldwin Brass Center Earth Rythyms Gehris Tile SGO Designer Glass Taste Buds on the Avenue


Double Click Computers Encompass Media


A New You by Christine Aurum Holistic Skincare every•body Pilates Nerium United Artists Salon & Spa

PRESERVING YOUR PRECIOUS MEMORIES! We convert fading photos and outdated audio, video and film media to high quality DVDs and CDs. • Videotape • 8mm movies • 16mm movies • Slides • Photos

EARTH RHYTHMS & THE ZEN DEN Explore four rooms of unique gifts and enjoy playing our musical instruments earthrhythms.com 610.374.3730

641 penn ave. west reading, pa

• Cassettes • 8-Track • Reel-to-Reel • Records

& Albums

We can produce custom printed discs, dust jackets and covers for quick reference or gifting ideas, and can create multiple copies for the entire family or party. There's still plenty of time before the holidays! We also invite you to inquire about our newest service, Custom Laser Engraving. It's great for novelty ideas and special promotions. Visit our website for file preparation guidelines and hours of operation.

encompassmedia.net 610.372.1010 97 South 5th Avenue West Reading, PA 19611

lovewestreading.org Avenues.indd 27


11/10/13 8:04 PM

HOLIDAY GLOW //// an evening on the avenue

Caroling on the Avenue • Dining Out • Carriage Rides Friday, December 6th 6 – 8pm by: Andréa D. Much


ind quintessential romance in a storybook town this holiday season. A place where the street lamps are decorated with holiday boughs, horseshoes trot under the glowing lights on the Avenue, and sounds of the season float through the air. Any night in West Reading’s downtown neighborhood alludes to a classic charm that’s perfect for pairing a romantic walk with any number of the town’s cultural attractions and dining options. Add the seasonal delights of the Holiday Glow Celebration and it translates into an ideal backdrop for those looking to treasure some quality time together during the holiday crunch. Although Friday, December 6th will have some additional holiday spice to offer Avenue visitors, like brass quartet bands and horse-drawn carriage rides. With the New Year ahead, home accessories such as glass and tile, rugs and custom cabinetry may invite you to reconsider current or dated options in your own home. Visit Gehris Tile for great ideas on granite, marble, limestone and corian countertops, and SGO Designer Glass for very unique,


custom glass panes and art. Then, head to The Compleat Baldwin Brass Center, on the 600 block, where you’ll find more than just brass accents like planters and mailboxes. Browse their full-service showrooms for kitchen and bath ideas, along with decorative hardware, lighting and plumbing products. You may be walking away from your old styles after you’ve discovered ways to transform your home accents on the Avenue! Afternoons on the Avenues are perfect for visiting the small businesses in the borough where you’ll receive personalized service and expert advice. Because window-shopping inevitably welcomes hunger  —  and what’s a day and night out without dining on the town?  —    plan for reservations at one of the local dining landmarks that are all available within a few walking city blocks. Maybe you’ll stay in the 600 block of Penn Avenue. Have dinner at Go Fish!, the area’s freshest seafood market. It’s a wonderful B.Y.O.B. sushi bar atmosphere that also offers market-fresh finds to go. Step back into the wintry streets after dinner drinks and you’ll find It’s a Wonderful Life on the Avenue! Old-fashioned street

lights entwined in holiday greens and lighting up the sidewalks as a floating brass quartet band travels by. As you make your way to the corner of 6th and Penn Avenues, look for the carolers that are strolling the streets singing holiday songs, a contemporary community spin on a century-old tradition. If you’re heading to the Santander Arena for a performance any weekend in December, this Holiday Glow Celebration, consider drinks and appetizers before a night on the town, or stop back for a late night on its own. With the added bonus of live street events happening for the holidays, why not choose to spend a date night in West Reading?

Avenues Winter 2013

Avenues.indd 28

11/10/13 8:04 PM




anyone else.

7 time best local boutique winner!

sportswear...Special Occasion...accessories For the perfect fit...call for an appointment today!

lilibeas.com / 610.685.6685 613 Penn Ave. / West Reading PA

Bailey 44 • Ark & Co. • Splendid • Joe's Jeans • Nally & Millie Lisette • Donna Morgan • Jovani • Sherri Hill • La Femme 700 Penn Avenue, West Reading • bellajulesboutique.com • 610.208.0600

Since 190 0

We Have Gifts for Every Wish! • leathers • wools • furs • fur & faux fur vests • accessories, and so much more.... plus fur & leather servicing, cleaning, refinishing & repairs

www.pollackfurs.com • 643 Penn Ave., West Reading, PA 19611• 610-376-3837 • 1-800-635-4417 lovewestreading.org Avenues.indd 29


11/10/13 8:04 PM



seafood ks In Buenr ty Co

Go Fish! Seafood Market & Sushi Bar Dine In • Take Out • Catering GoFishSeafood.com

619 Penn Ave, West Reading, PA 610.376.6446

Fig & Will features maternity and children's consignment as well as an array of baby gifts and one-of-a-kind furniture and accessories. Hours: Tuesday-Friday 10am-5pm; Saturday 10am-3pm 520 Penn Avenue, West Reading

610-373-3400 figandwill.com

el r a p p l A o last! o o t Sch duct is made

nn Our pro i cG M

The only

pizza worth eating

by Stop your ll for a l uniform o scho needs! 12 South 5th Ave, West Reading, PA 610. 939.1503 store 610. 939.1523 fax mcginnschoolapparel.com mcginnschoolap@aol.com 30

HOURS Monday: 12pm - 4pm Tue/Thu: 10am - 6pm Wed/Fri: 10am - 5pm Saturday: 10am - 2pm Sunday: Closed

in reading call for daily specials!

Georgio's Pizzeria 500 Penn Ave West Reading, Pa


Avenues Winter 2013

Avenues.indd 30

11/10/13 8:04 PM


he Avenues have plenty to explore on the weekends, and are especially mindful of family-friendly fun in the community’s happenings. Treating the kids to a stroll in downtown West Reading is a fun activity for grandparents, siblings and neighbors to enjoy together. Live performance actors from The Genesius Theatre of Reading as well as West Reading’s own group of organic wassilers will be interacting throughout the Holiday Glow Celebration, and you never know if you may see Santa & Mrs. Claus wandering the Avenue, too! On your way into the borough, pause for an arts and cultural lesson in nearby Wyomissing at the Yocum Institute for Arts, formerly the Wyomissing Institute of Fine Arts. Home of the Berks Art Alliance and the Yocum Gallery, and a historic cornerstone to the community, the Institute provides programs developed for both arts and non-arts outcomes throughout Berks County. Or, call ahead to reserve an afternoon appointment at one of the many hair salons in West Reading, like United Artists Salon and Spa. With several modern salons conveniently located around the Avenue, parents can bring their children for their holiday hair styles while stringing together several afternoon activities. Plus, many nearby shops are filled with sweet treats, like chocolate covered candy and specialty hot cocoa, making the day even sweeter for well-behaved kids! Then stop at Georgio’s Pizzeria for a bite. What kid doesn’t like pizza? Caroling on the Avenue officially kicks off at 6pm on Friday, December 6th with community carolers gathering at Chef Alan’s to begin the evening’s festivities. Kids will enjoy exploring the local area while listening for the carolers and enjoying an old-fashioned evening. Discover a floating brass quartet and live local actors performing scenes from A Christmas Carol all in one place!

Charles Hutcheson FINE JEWELRY

512 Penn Ave. West Reading 610.372.6468 CHARLESHUTCHESON.COM


22539-13_001-048.p31.pdf 1


11/11/2013 9:33:59 AM

HOLIDAY GLOW //// santa 5k

Saturday, December 14th,

Registration 8:30 a.m Kids’ Run 9:30 a.m. 5K 10 a.m.

by: Andréa D. Much


orita Averill-Fitzgerald, owner of A Running Start, has wanted to offer a run through the beautiful borough of West Reading since she brought her business to Penn Avenue nearly ten years ago. “Three years ago, the Run Santa Run 5k became a healthy addition to the Holiday Glow Celebration,” she explains. With each year attracting more and more runners (last year there were a little over 500 participants!), the Run Santa Run 5k is presented by the West Reading Community Revitalization Foundation (wrcrf ) and awards the top three male and female finishers as well as the top three finishers of each age group. All while running the town red with holiday cheer. The 3rd Annual Run Santa Run 5k takes place on Saturday, December 14th and includes a .5 Kids’ Fun Run for kids up to age 12, beginning just before the 5k, at 9:30 a.m.

Arrive early for registration at 8:30 a.m. and enjoy the collective cheer and support from the community. “Between the West Reading Revitalization Foundation, the merchants on main street and the borough police officers, everyone is on-board to make this a safe, fun-filled family event,” says Sorita. Although early registration is encouraged, you can sign up the day of the event. All participants receive jingle bells, a t-shirt and refreshments following the race. “The sea of red that runs through West Reading that morning is enough to bring the cheer of the holiday season into the community,” Sorita comments. Runners attach the jingle bells to their running shoes and participate individually, or for the first time this year, can register as a group — which is fun for co-workers, families and friends that wish to compete together. …Best of all, children will have a blast chasing Mrs. Claus during the half-mile kids’ fun run, as they try and overtake her peddling ahead on her bicycle! Also new this year is the first Berks County participants of the Girls on the Run program. More than seventy girls will be running to celebrate the completion

of their 12-week program that empowers young women by teaching them important life lessons through running. But you don’t have to be a runner to cheer on the Run Santa Run or join the holiday spirit! Sidewalk spectators can watch the runners, who are professionally timed by Pretzel City Sports, and may enjoy their breakfast on the Avenue minus all of the mileage. Enjoy a hot coffee before you stroll the stores that are open early on the day of the race or head down to the cultural sights that are right here in the borough. Santas, elves, reindeer and first-time runners are welcome! Visit A Running Start for training tips and personalized service, and to pick up your race packets (which includes a running bib, jingle bells and goodie bag!) the day before the race, if pre-registered before December 14th. And, if you aren’t able to join us this year, this event will be a perfect fit to your Holiday Glow Celebration when you visit again next year!

This year, West Reading’s Run Santa Run is proud to host the first Berks County participants of the Girls on the Run Program. To learn more about Girls on the Run of Berks County, visit our website at gotrberks.org. 32

Avenues Winter 2013

Avenues.indd 32

11/10/13 8:04 PM

Amazing instructors, Beautiful studios.

every body

PILATES Whether you are an athlete, a beginner, recovering from an injury, or simply seeking a longer, leaner body – we warmly invite you to see how Fletcher Pilates can change your life.

To learn more, call, click, or visit us today! 629 Penn Avenue Rear Entrance

West Reading, PA


(parking and entrance in rear, off of Court Street)

104B Shubert Drive

Downingtown, PA


www.everybody-pilates.com we’ve moved to west reading

Swim Teams, Triathletes

& Open Water Swimmers

“I am committed to being unsurpassed in my field while living my passion for helping people look and feel their very best.”

essional rtified Prof The only Ce in Berks! t is we make our passion a that ElectrologAt Beautiful You by Christine, ir removal

– Christine Castellano

Medical Aesthetic Clinician (CPE, LE, CPCP,CLS)

Featuring MD Corrective Care

of ha dyou reality bylyproviding with the most advanced skin on metho and is the most is theand hair removal A, methods ing,the Berks County MD Corrective Care: The Second Skin Technology Electrolysis care by the FD ovedand pr long lasittinfor more ap region, we’ve been than 10 en was created as a way to bridge the gap between has be achieving doing in growing ue niq ch years. hair from medical skin care products and those found in e effective te sults. It prevents th via follic t, re · leSpecial services forspa cancer settings.patients The products were developed by Dr. of the hair permanen ic be as ot ctr ro e ele th g an We believe that everyone deserves to lin Larchet, a French biochemist. Dr. Larchet spent five ering · Permanent liv de Makeup - including Digital Pigmenting, e back by kilbeautiful ob , root as they can e possibly -- and it never hurts fine pr lebe a llic years testing and refining each product before makof fo n s. tio th s et Whether it isEyebrow inser skin type it targ dproviding Hair Eyeliner andskinFull to ca get help. your skin Simulation, usaelittle ing the linePrecision available, ensuring that every typelips ir colors an ha all current. Be r fo with a little younger or od boost to make it look have theafter benefitbreast of the peel, seal and reveal process. is go · Areola Repigmentation reconstruction al by electrolysis remov removing unwanted body be hair, Beautiful You ir ha st e lyfor. Nipples g th n’s on offering (3D) giolooking Christine provides solutions you’re achievinthe In order to achieve new, radiant and youthful skin it comes to with the re tional When itEach to work specifically service isedesigned you. erna is necessary peel, seal and reveal. Intfor Advanced Electrolysis for alltoskin types makes sens en certified·by ent itm results, it be m s m ha co r nal that e of ·heLaser us Hair Reduction ca ion Be ss professio Peel -- this stage is about cleansing and exfoliating Our Services gists. Include: well as a pa olo ctr Ele as Board of the skin (age throughspots, the use of Hydroxal reduction, Acids. The acids her field -· Laser wrinkle tineSkin Rejuvenation the best in k their best -- Chris promote cellular turnover, which reveals fresh skin -to being is • Advanced electrolysis for all skin attreatments) loo se thtypes rti acne ng people what Dr. Larchet refers to as “second skin.” el of expe sure for helpi lev en a s to ide • noEyebrow specialist, including Softap® lps prov o he Castella permanent gion. It als · Microdermabrasion and Peels d in the reeyebrows and eyeliner -- this is about protecting and correctively care unsurpasse ible results for you!· Skin Tag and FacialSeal Vascular Lesions ss •! st po Anti-aging, anti-acne, and micro-current skin for your skin after the cleansing process. By sealing re be o e m th 2007 by & ining inand treatments tra · Facial Body Waxing in the right ingredients, while keeping others out, sis oly gy in r electr olo he ctr n Ele ga of be your skin will be healthier. ute·treatments skin Eyelash Extensions Instit ng from Chris•tineThermo-coagulation ini American ceived tra g the and e also ·reFull ld, Rita including Gel Manicures, Spa atten•dinFacial body waxing ia. Sh the fie Nail Services in Reveal -- following the first two processes will reveal a, Californ educators on ed ati Sant•a An wn uc no ed r Full nail services, including gel, t re he and and Artificial healthier, more vibrant skin. okacrylic Pedicures Overlays e to l of the mos oneAve. 703 Penn 10, Christin Professiona shellac gel d 20 fie In rti E. Ce ing a iman, CP by becom Reading, PAOl19611 levelservices xt • Pedicure ne e th to 1.800.266.9203 t. Electrologis

Aesthetic and Wellness Center

Visit the new T1 Swim Shop for all your swim gear. We carry a full assortment of competitive swimwear, goggles, swim caps, nose clips, ear plugs and anti chlorine shampoos. ¡¡


Mon – wed 10am thurs – fri 10am Sat 10am Sun 11am

– – – –


From Ordinary Ordinary From Extraordinary toto Extraordinary

6pM 8pM 6pm 4pm


S h o p o n l i n e w w w. t 1 s w i m . c o m

e , CPE CCahrstiseltinlano



town Road 3625 Kutz , PA 19605 TER Laureldale CARE CEN 3717 610-921-Certifi Certifi edPermanent PermanentMake-up Make-upS & PERSONAL ed l.com ING ING COM COM @aoeyeliner, ECTROLYSI 07ONLY EL bc Berks County’s International Board-Certified m by Eyebrow, eyeliner, lips & areola repigmentation Eyebrow, lips & areola repigmentation N! .co N! SOO SOO istine inin tion tion Loca Loca tifulyouchr 2nd 2nd www.beau ing ing miss miss Electrologist andElectrolysis Certified Oncology Provider Wyo Wyo Electrolysis LaserSkin HairCare Removal &&Laser Hair Removal

Memberofofthe theAmerican AmericanElectrology ElectrologyAssociation. Association. Member Christineisisaaboard boardCertifi Certifi edElectrologist Electrologistand andisisrecognized recognizedasasan an Christine ed

lovewestreading.org educator forDectro Dectro USAand and DectroReading International 740 Penn Ave, West Reading • 3625 Kutztown Road, educator for USA Dectro International for aPower free consultation. www.beautifulyoubychristine.com • Call 610.921.3717 Anti-Aging Power Facial Anti-Aging Facial Avenues.indd 33


Microdermabrasion dermabrasionskin skinrejuvenation rejuvenationand andacne acnescar scarreduction reduction Micro PermanentCosmetic CosmeticMakeup MakeupatatBeautiful BeautifulYou YoubybyChristine Christineisisperformed performed Permanent ChristineCastellano CastellanoCPE, CPE,LE, LE,MPS, MPS,CLS, CLS,Member MemberofofAEA, AEA,Member Memberofofthe the 11/10/13 8:04 PM bybyChristine AmericanAcademy AcademyofofMicro MicroPigmentation PigmentationAAM, AAM,Member Memberofofthe theSociety Society American PermanentMakeup MakeupProfessionals ProfessionalsSPMP, SPMP,and andMember Memberofofthe theAmerican American ofofPermanent AcademyofofAnti-aging Anti-agingMedicine MedicineA4M. A4M. Academy


by: Ethan Tauber


ew Years’ Eve is a time when friends gather, friends are gained, and a lot of decisions need to be made. All of the hustle and bustle can make organizing the night difficult, but it doesn’t have to be. West Reading is the premiere destination for anything your heart desires this New Years’ Eve. The culture is unrivaled and the restaurants are superb. This cozy borough has so many exciting things to do this year, there is something for everyone and you don’t have to go very far to have a great night. West Reading is home to some of the best restaurants the area has to offer. Bistro 614 provides an intimate atmosphere to set the evening off right for you and your significant other this New Year’s Eve. Featuring a French inspired menu that includes an array of entrées and appetizers such as Australian Grain Fed Lamb and Pan-Fried Goat Cheese, this is a foodie’s paradise. They also have an extensive collection of wine from all over the world, and with so many to choose from, the wait staff would be more than happy to make a suggestion for you to enjoy with your meal. Alternatively, if you are looking for a more casual atmosphere to spend the night out with your friends, Third and Spruce Café is where you want to be. The incredible draft beer selection and reasonable prices are what keep the locals coming back night after night. Split some wings with your friends, order a Tavern Burger and make some memories this year! The borough is also very family friendly, especially if you have younger kids. G.N.A. Ristorante Pizzeria is a quiet Italian restaurant standing on its own on the 400 block of Penn Avenue. The friendly, homey atmosphere is perfect for spending this holiday evening with your loved ones. They treat you like family and it is a great place to get an authentic taste of Italy right here in town. The kids will love the


spaghetti and meatballs, while you can enjoy the Pollo Classico Parmigiana and a nice glass of Pinot Noir or Merlot. After your meal head on down to the Santandar Performing Arts Center to watch the Reading Symphony Orchestra perform their annual New Year’s Eve concert. Located at 136 N. 6th Street in the city of Reading, this renowned venue is only a five minute drive from the borough. The show starts at 8 p.m. With the concert coming to a close around 10:30 you have plenty of time to check out the West Reading Tavern before midnight. “Open the Big Red Door” on Penn Avenue, it’s not hard to find. The location is perfect for watching the fireworks display that the Pagoda puts on every year because it is right before Penn Avenue starts to slope downhill so you will have the best seat in the house come midnight. With all that West Reading has to offer, there is something for everyone this New Years’ Eve. From food, to entertainment, to the much anticipated fireworks show, let West Reading show you a stellar time and make you want to do it again every year!

Avenues Winter 2013

Avenues.indd 34

11/10/13 8:04 PM

EXTRA TIME? STROLL FOR A MILE. Sure, it may be chilly, but what better way to warm up then get your legs walking while doing some holiday window-shopping? Walk for as little or as long as you’d like and take in the community’s public art works, parks and trails and beautiful community renovation projects, such as the painted rows of homes on target blocks for West Reading’s Elm Street Project. Start on 2ⁿd or 8th Avenues, or anywhere in between! See map on page 9. GRAB SOMETHING HOT Try something bold or sip on a hot chocolate as you take in the wintry sights and enjoy the seasonal décor of the borough. The Avenues offer dozens of cafes to dip into for a specialty drink and bite to eat while you warm up before your next stop. Award-winning cupcakes, crepes, truffles and homemade fudge will accompany your cup of tea here. BRING US YOUR GOODS that need servicing! West Reading’s merchants know business —    along with quality and customer services. Whether it’s custom framing, leather repair services or cleaning, or storage and repair services for fur, wool and cashmere, you’ll find that your garments, home goods and even automobiles will be delivered to you with care. DINE OUT ON THE AVENUES West Reading is quickly becoming a local landmark for its incredibly diverse mix of restaurants and neighborhood bars! On the Avenues, you can pair gourmet foods with fine wines and signature service, or grab a quick meal on-the-go, and you’ll find something new to discover on almost any block you visit. Our borough boasts over 40 places to eat and drink within a six block radius. It includes something for all tastes, ages and budgets.


lovewestreading.org Avenues.indd 35


11/10/13 8:04 PM


by: Andréa D. Much


he store fronts are decorated with holiday cheer for the Holiday Glow Celebration and there are hints of live music and special happenings this season, but there’s just as much excitement and great treasures to be found after the holidays. January and February can be just as rewarding. Bundle up and see the many boutiques, businesses and services the Avenues have to offer. You’re likely to leave each stop with a smile on your face, perhaps savoring in the area’s savvy shopping selections and feeling fancy about perfect after-holiday treats, filling out your shopping list or dream list in the small-town atmosphere. Shopping will become fun again!


Fashion, magic, intimacy, maternity, glass, jewelry and consignment boutiques fill the shops along Penn Avenue and sprawl around the corners into the neighborhoods of West Reading. Visit the places that call out to you through front windows and sidewalk signs, and discover treasures at shops you almost missed. Chat with store owners about how they were inspired to set up shop in West Reading, and how they carefully select the merchandise for you. You’ll find out about the exclusive brand lines that are typically hard to find in the Greater Reading area, or learn more about the artfully crafted handmade goods in local boutiques where you’ll find the most unusual one-of-a-kind gifts for that special

person or occasion. Fashionistas, be ready to browse impressive selections of sophisticated ready-towear styles in boutique settings with stylists and shop owners that help guide you into fashion forward looks or towards timeless staples. Shops such as Bella Jules, Pollack Furs and Mixx Boutique are conveniently located in the heart of West Reading, where big city names can be found and the perfect gifts are awaiting within their small charming corners. Find your perfect fit, followed by a recommendation for local tailoring services, or make your way to Goodyear Shoe Service to have shoes or purses repaired to get your year on track.

Avenues Winter 2013

Avenues.indd 36

11/10/13 8:04 PM

Rest, Rejuvenation & Relaxation Add the power of healing qualities to your stay in West Reading! If you’re just getting into town for the weekend, revive jet-lagged skin with some winter treatments that will warm up your spirit and get your skin to radiate its own seasonal glow. Reset your skin care’s natural rhythm by indulging in a 60-minute Dr. Hauschka Facial at the brand new Aurum Holistic Skin Care spa. Or, maybe you want to get your blood flowing and your muscles moving? Consider booking a private session, or joining a group class, at every • body Pilates in the 600 block of Penn Avenue, located above The Compleat Baldwin Brass Center. They have programs and private instruction to meet the needs of beginners and seasoned fitness buffs. If you’re starting from the other end of Penn Avenue, you may consider The Tropical Escape specialty facial at United Artists at 3rd and Penn Avenues. Adding paraffin to any nail service will also help the tired hands that are carrying shopping bags of gifts this holiday season and beyond! Then, slip into one of the eclectic specialty gift shops to find crystal jewelry, healing stones and other handmade accessories that are socially conscious and stimulating to the senses.


I N-

Decorative Cosmetics | Western Herbalism Dr.Hauschka Skincare Treatments Bach Flower Essence Therapy | Reiki -SH OP-

c cuttalossa FI NE


100% Organic Turkish Towels for Home and Body

with Aurum skincare experts


548 Penn Avenue | 2nd F l | W e s t

Rea d i n g, PA


GOODYEAR Shoe, leather, handbag, briefcase & belt repair • Custom orthotics • Shoes for men and women • Brace work • Extra depth shoes • Orthopedics • Shoe polish and accessories

We are dedicated to carrying nothing but unique, high quality items. Our product selection is quite extensive and you are sure to find something to meet your discerning tastes!

mixxboutique.com • 610.373.2249 637 Penn Ave • West Reading, PA

Redeem this coupon for



all store items!

506 Penn Ave I West Reading, PA 610.373.7478

lovewestreading.org Avenues.indd 37


11/10/13 8:04 PM


by: AndrĂŠa D. Much


erhaps West Reading is described as the most vibrant borough in Berks County because of the central corridor location connecting the arts in Berks, and its tremendous passion for feeding the entertainment and cultural arts scene. Since 2006, the Penn Corridor has made waves by developing the downtown Corridor district. West Reading connects the city corridor venues, GoggleWorks Center for the Arts, Miller Center for the Arts, the Santander Arena and Santander Performing Arts Center, and Gallery Above Penn Square, to name a few, to the West Reading arts scene that includes places like Art Plus Gallery, on Penn Avenue, the Reading Public Museum, on 5th Avenue, which turns into Museum Road, the Scottish Rite Cathedral, on South 7th Avenue, and the Yocum Institute for the Arts, a historical landmark in neighboring Wyomissing. Of course, there are many smaller stores, venues and restaurants that also keep the enthusiasm for arts alive by showcasing the


arts in their establishments. Cultural arts are celebrated seasonally in the borough, with borough-wide street events like the Holiday Glow Celebration, Fall Fest and Art on the Avenue, and year-round in our arts and entertainment hub with theater and music that includes the world renowned Berks Jazz Fest, the Reading Symphony Orchestra, Broadway on 6th Street, and many more acclaimed performances. Two local organizations, West Reading Elm Street and the Berks Arts Council, are among many that also continue to work toward cultivating and generating support for public art projects. With a large number of art centers in the Corridor community, it’s no wonder West Reading is considered the hub of the arts and entertainment district! See some seasonal recommendations to pair entertainment opportunities with great shopping, dining, drinking and exploring trips in the borough this holiday season, and beyond on the following pages. Enjoy!

Avenues Winter 2013

Avenues.indd 38

11/10/13 8:04 PM

by: Judy Ballinger West Reading resident John Bolig will be the featured member artist at Art Plus Gallery in January. His photographs abound with local color: familiar city scenes, nearby farms, and Amish farmers are frequent subjects. John is also inspired by the waterfowl, wetlands and sunsets of annual Carolina beach vacations, and has a fondness for close-ups of insects and flowers. “I love color!” says John. He seeks out color through the lens of his camera and wants the viewer to see what he sees. John began taking pictures as a parent capturing his children’s activities, but realizes his camera was a barrier then. He notes, “I missed a lot of things messing with the camera.” Since his retirement in 1998, he has a lot more time to “mess with a camera.” In 2002 John bought his first digital camera; all his work is digital now. While he uses Photoshop occasionally, he prefers to let the original image speak for itself. John is selftaught and believes he is constantly learning by visiting exhibitions as well as watching

and talking with other photographers. West Reading can take credit for launching John as a photographer. A Reading H.S. graduate (class of ’55), he attended the Wyomissing Polytechnic Institute when it was located at the Vf Factory Outlets on Reading Avenue. He enjoyed walking around West Reading and bought his house on Olive Street over twenty years ago. From there he would frequently walk past Gallery 20 and admire the art on display.

He asked himself, “Couldn’t I do this?” The answer was “Yes.” He began to exhibit as a juried member of that gallery, and since it closed has been a member of Art Plus Gallery. John currently serves on the board of Art Plus Gallery and is responsible for scheduling the members’ work shifts. Since Art Plus is a cooperative of local artists with no paid staff, the twenty-five juried members take turns working at the gallery on Penn Avenue. You can see John there twice each month, as well as on opening nights, which will be the second Fridays starting in January. You can also see works by twenty-three other Berks County artists and the featured new potter, Karen Spae Polson. Her elegant wheel thrown ceramics will be next to John’s photographs. In January and February, the side room of Art Plus Gallery is dedicated to showing oil paintings by guest artist Michele Byrne, of Wyomissing. Works by fifth graders of Immaculate Conception Academy of Douglassville and Holy Guardian Angels Regional School, Reading, will be displayed in the rear room outreach gallery. Except for the children’s work, everything displayed at Art Plus Gallery is for sale. Receptions for featured and guest artists: 12/5,1/9, 2/14. Closed Mondays.

Art Plus Gallery

604 Penn Avenue, West Reading, PA lovewestreading.org Avenues.indd 39


11/10/13 8:04 PM

ARTS & CULTURE //// events Kids Theatrics

The art hubs of West Reading host dozens of programs for all audiences, including children ages three and up. Mesmerize them with live music and stretch their imaginations with bold, engaging performances, re-imagined tales and adaptations of favorites. Take the kids to see a pop-up story come to life! After the performance, come back into the borough for hot chocolate, walk the winter wonderland on the Avenue, and share some specialty sweets!

Go Dog Go!

Saturdays, Nov. 23rd–Dec. 21st at 10 a.m. Yocum Institute for Arts Education 1100 Belmont Avenue., Wyomissing 610.376.1576 institute-of-arts.org

Aladdin & Other Enchanting Tales

Saturday, January 4th at 11 a.m. and 2 p.m. RACC’s Miller Center for the Arts 4 N. 2nd St., Reading For tickets, call 610.607.6270

Smooth Sunday Jazz Concert Berks Jazz Fest Holiday Show

A Peter White Christmas

Sunday, December 8th at 3 & 7 p.m.

Sneak a preview of the 24th annual Berks Jazz Fest and enjoy the spirited melodies and soulful grooves of one of the most prolific acoustic guitarists in contemporary jazz, Peter White, with his accompanists, Kirk Whalum and Mindi Abair. Pair your smooth jazz experience with an elegant Sunday brunch and window-shopping among the Avenues decked with holiday boughs of holly. Start your day with a white tablecloth brunch and endless mimosas then stroll among the seasonal decorative delights, browsing shops that offer Sunday hours before scooting across the Penn Street Bridge for dazzling arrangements of holiday music! Miller Center for the Arts Reading Area Community College 4 N. 2nd Street, Reading For tickets, call 610.777.2310

New Years’ Eve Reading Symphony Orchestra

Tuesday, December 31st at 7:30 p.m.

Groove into a one-of-a-kind end-of-the-year celebration and hear a live symphonic performance of the Beatles’ iconic 1967 album, “Sgt. Pepper’s Lonely Hearts Club Band.” During this special New Years’ Eve concert, hear th e Reading Symphony Orchestra play one of the greatest rock albums of all time, a sure crowd-pleaser for Beatles fans and concert goers. Make reservations at one of the landmark dining destinations in West Reading before heading downtown to the Santander Performing Arts Center. This long-standing tradition within Reading is complete with the city’s own holiday glow from Mt. Penn: look east toward the city from nearly anywhere nearby and find the soft ruby glow of the Pagoda and gleaming fireworks at midnight that will ring in your new year! Santander Performing Arts Center 136 N. 6th St., Reading For tickets, call 610.898.7469

Jazz Under The Stars The Cartoon Christmas Trio

Thursday, December 5th at 7 p.m.

Finish some holiday shopping along the Avenues before getting in the holiday mood with this top-notch trio of talented musicians. Celebrating its 18th Anniversary, The Cartoon Christmas Trio was started in 1995 by bassist Rob Swanson for the sole purpose of playing music from classic Christmas cartoons, especially the music of Vince Guaraldi, the composer of the “Peanuts” soundtracks. The music of Vince Guaraldi, in particular the soundtrack of the Peanuts Christmas Cartoon, has become the best selling Christmas recording of all time. The trio performs every song from this recording, using the exact instrumentation that Guaraldi originally composed.

Andy Roberts Quartet Featuring Tom Strohman

Thursday, January 9 at 7 p.m.

Andy’s gang is back, this time with special guest Tom Strohman. Wrap up your day with dinner and drinks before the show. Joining them will be “Jazz Space” favorite bassist Rob Swanson and outstanding drummer Dave Santana for an evening of great jazz! The Neag Planetarium At The Reading Public Museum 500 Museum Road, Reading Call 610.371.5850 x264 for ticket reservations

Broadway On 6th Street

See some of the world’s most exciting theatrical productions and celebrate music in Greater Reading! To enjoy a true Broadway-style nightout-on-the-town, start off with a sight-seeing tour of West Reading followed by dinner. After dinner, take in the downtown lights as you cross the Penn Street Bridge and dip into downtown Reading to the newly renamed Santander Performing Arts Center for a multi-media stage performance or Tony Award winning show!

Elvis Lives

Monday, January 6th at 7:30 p.m. Santander Performing Arts Center 136 N. 6th St., Reading


Friday, January 31st at 8 p.m. Santander Performing Arts Center For tickets, call 610.898.7469 Broadwayon6thstreet.com


Avenues Winter 2013

Avenues.indd 40

11/10/13 8:04 PM

Sports at Santander Arena

Heat up the winter season with live sports at The Santander Arena (formerly the Sovereign Center), home to the 2013 Kelly Cup champion, Reading Royals, as well as the area’s newest sports team, The Reading Roar. With many opportunities during the week to catch a game, this local sports scene is fantastic for all ages, and conveniently accessible from the West Reading area. Whether it’s “Guys’ Night Out” a family-friendly Sunday that includes brunch, or lively puck-action followed by drinks and appetizers on the Avenues, this sporting event adds some umph to the season.

Reading Royals

January 8th, 12th, 17th, 20th Santander Arena 700 Penn St., Reading For tickets, call 610.898.PUCK

Reading Roar

Saturday, January 11th at 7:05 p.m. Sunday, January 19th at 4:05 p.m. Santander Arena 700 Penn St., Reading For tickets, call 610.898.7469 For times and additional dates, visit santander-arena.com/event

Apple Specialist 546 Penn Avenue West Reading, PA 19611

610-374-3355 Store Hrs: Mon., Tues., Wed. & Fri. 10-5:30 Thurs. 10-8, Sat. 10-4


YOUR LOCAL MAC STORE Sales, Service & Classes No Appointment Necessary

Let us keep you & yours warm this holiday season! Our comfortable outdoor firepit is ideal for getting away, and just steps from Penn Avenue shopping!


Apple, the Apple logo and Mac are trademarks of Apple Inc., registered in the U.S. and other countries.

lovewestreading.org Avenues.indd 41


11/10/13 8:04 PM



few blocks south of Penn Avenue on Museum Road you’ll find one of the area’s most unique places to visit this winter and in any season, the Reading Public Museum. More than just a building filled with beautiful pictures and interesting objects, The Museum is an enlightening environment where you can travel from art to science, from culture to culture, from this world to outer space — seven days a week! Situated in a 25-acre Arboretum filled with trees, flowers, wildlife, and a meandering creek — complemented by paved pathways, outdoor sculpture, red bridges and teak benches —  you’ll also find the Neag Planetarium, a state-of-the-art digital showplace of the universe. In the main Museum building, you’ll discover a wonderful and diverse collection of artwork, historical treasures, glimpses of past civilizations, and scientific marvels. Ever-changing exhibitions, events and programs will bring you back time and time again. For example, now through January 12, you’ll see Norman Rockwell: Boy Scouts, an exhibition of over 75 pieces from the Norman Rockwell Museum by America’s quintessential illustrator. Accompanying this exhibit is Scouting Through the Years, taking a look at the evolution of Scouting over the past century. Continued on page 45


Avenues Winter 2013

Avenues.indd 42

11/10/13 8:04 PM

lovewestreading.org Avenues.indd 43


11/10/13 8:04 PM

MV Y#ZLY PV \ Z# HUK #UV [ #ZV #ZLY PV \ Z#I L Y RZ #J V \ U [ ‘ #MP[ ULZ Z#LU[ O\ ZPHZ[ Z##P##QHU\ HY‘ #978:

Connect your products and services directly to your target audience.








Business RE STR ENGTH ManagemCO FOR THE SLOPES e n t: The Nuts

& Bolts of Running a Business

Hoffmann Publishing Group is the regional leader in print and digital niche publishing. Our publications deliver targeted marketing opportunities directly to the key decision makers of Berks County’s professional, business and community organizations.



MSDS Program in Transition...

spring 2013

Are You Prepared?

Forethought & training makes better managers


Transform your floors into a functional piece of art SPRI

the founders of w2w keeping kids active this summer Greater Reading Young Professionals

PremNGie Issue! r 2013


201 3

Gideon turn s 50 How the

challenges ofLoBar Led thBeerks the sandwichto Thcaisl ReLaspndonmaserk generationDecision berkswomen2women.com


PJ & the General Keeping an Eye on "Skiers"

Publishing Group HoffmannPublishing.com tracy@hoffmannpublishing.com 610.685.0914 x 201 I Reading, PA

Untitled-1 44

11/11/13 10:43 AM


Run! Jump! FLY! — Adventures in Action.

Through January 5, kids will enjoy Run! Jump! FLY!  —  Adventures in Action, an interactive exhibit where children explore activities such as kung fu, surfing, snowboarding, yoga and horizontal climbing    —    getting them into action by playing and doing things they like to do. For the funky-fashion fans, there’s Redress: Upcycled Style by Nancy Judd, through March 16. This inspiring exhibition features 18 one-of-a-kind

recycled fashion sculptures. But wait…there’s more! A new fine art exhibition (now through January 12), Carol Brown Goldberg: The Circle of Time, features a selection of Goldberg’s large paintings and groupings of her small-scale bronze sculptures. And, by contrast, you’ll find a large classic model train layout in the Auditorium  —  perfect for the holidays, and on view through mid-January. There is always a galaxy of out-of-thisworld activities happening at the Neag Planetarium, including weekday and Sunday Star Shows, “Final Floyd Fridays,” “Jazz Under the Stars,” and more! Soon after that, a whole new “palette” of exhibits will open, including Dora and Diego  —  Let’s Explore! This exhibit (February 8    –    May 11) features beloved characters Dora and Diego from Nickelodeon’s hit preschool series Dora the Explorer and Go, Diego, Go!, along with their friends Boots, Map, Backpack, Isa, Tico, and of course, Swiper, in their own exhibit for preschoolers to explore as they learn and play along. This new, interactive traveling exhibition was created by The Children’s Museum of Indianapolis in partnership with Nickel-

Dora and Diego — Let’s Explore!

odeon, and is presented by the WellPoint Foundation. Other new exhibitions will include Electricity (January 17    –    April 6), a classic set of 16 hands-on experiences exploring the fundamental properties of electricity; Infinite Place: The Ceramic Art of Wayne Higby (February 8    –    April 11); and a show featuring the works of Klaus Ihlenfeld and Harry Bertoia (February 8    –    May 11). Whether it’s taking a winter wonderland walk, journeying through time and space, marveling at masterpieces or having a fun time with your family, there’s always something to feed your imagination at the Reading Public Museum!

Carol Brown Goldberg, Spirit to the Hotel, 2007, Acrylic on canvas with pulverized glass, 84 x 96 x 2 inches

Information on hours, prices, exhibitions, Planetarium Shows, programs and events can be found at www.readingpublicmuseum.org. lovewestreading.org

Avenues.indd 45


11/10/13 8:04 PM


by: Andréa D. Much


etting ready for the new year may include a reload of your kids’ school wardrobes and new fitness gear for you and the family. West Reading provides a range of apparel shops to meet all your needs, whether it’s active wear for running, hiking, biking or swimming for marathons, triathlons and competitive meets, or wardrobes for parochial or public schools. Stroll the Avenues to find the latest brands, fashions and hidden gems. Start your journey at A Running Start, 705 Penn Avenue, where you and your kids can find the perfect fit with expert advice for active apparel and a vast selection of brand-name athletic shoes for your active hobbies. While there, sign up to join the next weekly “Saturday Run,” which encourages runners of all levels to enjoy a few miles and meet like-minded people. A Running Start is extremely committed to the Berks County running community. If your upcoming season or training program includes a need for swim wear, go next door to the T-1 Swim Shop at 703 Penn Avenue. Here you’ll find competitive and fitness swim wear for swim teams, open


water swimmers and triathlon trainers. Since T-1 Swim is right next to A Running Start, you won’t have to run the figurative marathon across Berks County to find all the gear you need for your next athletic event, whether personal, competitive, or for the family. Before walking to the next stop on your journey duck into a café for a cozy warmup as you indulge in a specially blended hot cocoa drink, tea or coffee. Your kids will love helping you pick a few delectable desserts to eat in or take for the road! Heading east on Penn Avenue you’ll see Fig & Will. It’s a great consignment shop where you may find high quality, gently used clothing for the younger ones, or continue east to 5th Avenue, and turn right to find McGinn School Apparel, located at 12 S. 5th Avenue. McGinn carries a vast selection of authorized classroom brand uniforms for parochial schools throughout the region, including Berks Catholic, Blue Mountain School District and Lititz Area Mennonite. Your children will appreciate the updated threads. Feeling a bit famished? It may be time to

grab a bite. Double back to the corner of Penn and 5th Avenues to find Georgio’s, a fantastic pizza, pasta and sandwich restaurant. Their menu will fit the bill for you and your kids, and you can be in and out before the kids tire. Now, it’s time to treat the kids. Head back to your car, and drive south a few blocks to the Reading Public Museum, Planetarium and Arboretum. Regardless of the winter temperatures, you’ll find plenty of options for the kids. Take a walk through the Arboretum where your children can discover magical ice formations hanging from the bridges and trees, among a backdrop of cool wintry whites and blues. You may want to have your camera handy for some breathtaking snapshots of the quiet winter settling down by the creek! Or, visit the Museum to see fascinating items, including many kid-themed exhibits. After a long day of shopping, eating and culture it’s time to hit the road. As you’re leaving the borough, don’t forget to fill your tank at Schweitzer’s Gulf Service Center on Penn Avenue for your journey home. It’s old-fashioned service with a smile!

Avenues Winter 2013

Avenues.indd 46

11/10/13 8:04 PM

Avenues.indd 47

11/10/13 8:04 PM

Salon & Spa Gift Cards for Any Dollar Amount Pamper Packages with Catered Lunch & Gift Ideas for Any Occasion Hair Care • Massage Therapy • Advanced Skin Care • Nail Care Waxing • Laser Hair Removal • Bridal Packages Traditional & Airbrush Makeup • Body Wrapping

Honored to be part of West Reading • Established 1987

unitedartistssalon.com 299 Penn Avenue West Reading, PA Phone – 610.376.8481 Avenues.indd 48

Mon. – Thurs. 9 AM – 9 PM Friday 9 AM – 6 PM Saturday 9 AM – 4 PM (open at 8 A.M. Sat. for bridal parties) Closed Sunday 11/10/13 8:04 PM

Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.