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Move downtown was in the cards for shop
The Card Cellar settling into new downtown space

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Date published: 11/24/2012


Twenty-one years ago, Bart Goldberg opened a business in Spotsylvania County with $1,500 and a few baseball cards to his name.

Goldberg had recently graduated from James Madison University and decided that a Frito-Lay management-training program wasn't for him. He collected baseball cards growing up and had a college roommate who got him back into it.

Goldberg started The Card Cellar in a low-cost space in the Four-Mile Fork area. For the past two decades he has built up his business selling sports-related cards, collectibles, apparel, trophies and plaques. NFL items have sold best, with Redskins, Cowboys and Steelers gear leading the way.

Goldberg recently moved The Card Cellar from a 3,000-square-foot space at 5047 Jefferson Davis Highway into downtown Fredericksburg. He is now leasing the front half of The Wilson Building at 915 Caroline St. Landlord Joe Wilson is looking for an office tenant for the back portion, which is about 3,000 square feet.

Goldberg's new space is about 50 percent bigger than what he had to work with previously. That's allowed him and his wife, Kim, to branch out into other forms of merchandise.

For the past few years the Goldbergs had rented several booths at the nearby River Run Antique Mall on Caroline Street. They have now moved the antiques into The Wilson Building and have also started selling a variety of unique gift items.

The new store's setup has a his-and-hers feel, with all the sports memorabilia and cards on one side, and the antiques and gifts on the other.

The Goldbergs have seen a pickup in business since moving downtown, with sales particularly brisk during the holiday open-house weekend. They are now getting more passers-by entering the shop but have also been able to keep their regular customers. They're also staying open later.

To draw in more foot traffic, the Goldbergs plan to hold a number of autograph sessions with famous athletes at the shop. The first event featured former Washington Redskins quarterback Eddie LeBaron, and more are planned.

Bill Freehling: 540/374-5405
Email: bfreehling@freelancestar.com