Inside Fanatics Fest: How one hobby shop prepares for the big show

NEW YORK, NEW YORK - AUGUST 18: (L-R) Michael Rubin and JAY-Z enjoying JAY-Z's Iconic The 40/40 Club in partnership with Fanatics Sportsbook at the center of Fanatics Fest NYC at Jacob Javits Center on August 18, 2024 in New York City. (Photo byfor Fanatics)
Fanatics Fest is no ordinary trade show, it's a place where sports, fan culture, and the trading card hobby converge. But how can smaller hobby shops make the most of such a major event? We sat down with the team at Bleecker Trading, one of NYC's most celebrated hobby shops— and our partner for an exclusive trade night event —to get the inside scoop.
Q: Let's start from the beginning. How did Bleecker Trading become such a notable hobby shop?
Bleecker Trading: 'When we founded the shop in 2020, we didn't just want to be another card store. We aimed to become a cultural destination in NYC's West Village. By combining hobby, streetwear, community events, and influencer culture, we created a unique space. We quickly became known for our premium trade nights, celebrity appearances, and live-streamed breaks. It helped bridge the gap between traditional collectors and younger enthusiasts.'
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Q: What makes Fanatics Fest such a crucial event for you?
Bleecker Trading: 'Fanatics Fest is one of the biggest stages in the hobby, it's where collectors, influencers, athletes, celebrities and brands meet. Being there is critical because it boosts our national visibility and credibility. We can interact face-to-face with manufacturers, athletes, content creators, and especially collectors themselves. It's more than sales; it's about positioning ourselves as active players in the hobby's future.'
Q: What's your main focus at Fanatics Fest? Sales, branding, or something else?
Bleecker Trading: 'All of it! Of course, we sell high-end items and exclusive products at the event, but buying inventory from collectors is equally important. Networking is huge, we're always building relationships with Fanatics leadership, industry brands, athletes, and creators. And content is key; we capture tons of video and photos to keep the buzz alive long after the event.'
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Q: Based on last year's Fanatics Fest, what have you learned to do differently this year?
Bleecker Trading: 'Definitely to plan earlier. We started preparing inventory, staffing, and marketing content about 60-90 days in advance this year. We're also introducing more exclusive drops, items you can only get at our booth, to drive foot traffic. Plus, our booth setup now includes areas for podcast interviews, live breaks, and creator meetups.
We also realize how important it is to attract visitors from out of town and encourage them to experience our shop firsthand. Creating memorable experiences at the shop helps build long-term brand awareness and loyalty, so we've organized daily post-show events featuring well-known hobby players like Mary Gamble Gamble, Mojo Sports, King of Kards, CollX, and Courtyard.io. This way, visitors have an engaging reason to stop by our store, hopefully making them more likely to return whenever they're back in town.'
Q: For first-time vendors, what's your number one piece of advice?
Bleecker Trading: 'Start your planning early—don't leave anything to chance. You need a range of products at different price points, and enough staff to handle the chaos of selling, buying, and networking simultaneously. Don't underestimate how busy it can get. Also, content creation is critical. Capture videos, photos, and go live during the event. It's not just about immediate sales; think long-term relationships and brand growth. Stay flexible, adjust quickly, and network aggressively!'
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Q: Any final thoughts for shops looking to follow in your footsteps at Fanatics Fest?
Bleecker Trading: 'Leave nothing to chance. Fanatics Fest is more than just a sales opportunity. It's a chance to elevate your brand, strengthen relationships, and create content that will benefit your business long after the event ends. Approach it strategically and creatively, and you'll see a significant payoff in both the short and long term.'
Will you be attending Fanatics Fest? Be sure to share your pickups on Mantel all week! Download Mantel today.

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