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This weekend's home opener against the Philadelphia Eagles will mark the debut of the recently expanded Green Bay Packers Pro Shop.
With more than 2000 square feet of additional space, the Pro Shop will offer an improved shopping experience, particularly on game day when thousands of attending fans visit the store.
"We're excited to be able to offer this improved experience for our guests at the Pro Shop," said Jason Wied, Packers vice president of administration/corporate counsel. "By expanding the store and streamlining the checkout process, we will make the fans' visits more efficient and enjoyable."
The space being utilized is the former storage area located along the east wall of the Atrium on the south end of the store, behind the elevators near the Atrium entrance to the Pro Shop.
Chief among the changes is a new game-day entrance to the store, located underneath the grand staircase that leads upstairs to Curly's Pub. Using the new entrance will allow the former entrance/exit point to serve solely as a checkout area/exit point, in the process removing a congestion area.
All checkout registers, 11 total, three more than in previous game-day setups, now will be employed and located in the hallway outside the store.
"Our fans and customers have been fantastic since we've opened in the redeveloped Lambeau Field, and this expansion will better serve them all," said Kate Hogan, Packers director of retail operations. "On game weekends, when we are at our busiest, they have been very patient and we truly appreciate that. These changes will allow them an opportunity to experience the Pro Shop in a more comfortable fashion and improve on wait times. Everyone at the Packers has worked extremely hard to bring forward these improvements and we all look forward to using our new arrangement."
The new entrance will allow for a more orderly cueing area for people entering the store, as well as for those going to the Packers Hall of Fame and Curly's Pub.
A related benefit of the expansion is the opening up of the wall in the staircase area, allowing for more natural light to enter the facility.
"We've been studying this for some time and we feel this makes better use of our available space, and also provides a more open and improved feel to the Atrium in that area," Hogan added. "The expansion will enhance the shopping experience year-round as well."