Editor’s note: This is the fifth part of an ongoing series entitled “State of Retail in State College.” From struggling areas to the more bustling shopping centers, we’ll examine the main retail sections of State College, with an eye on openings, closings, and the attendant challenges of the retail business. Look for the column every other week, and keep us updated on what you want to see. As always, we appreciate your feedback.
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by Matthew Groves
Despite the cycle of shops, bars, and restaurants entering and exiting the downtown market, a few places have firmly established themselves as State College mainstays. In an area of town that caters primarily to a demographic chasing trends and fads, how do these businesses remain stable over the years?
The Tavern, 220 E. College Ave., has been wining and dining patrons since 1948. The restaurant is known for its unlimited sides and what many claim is the best cheesecake in town. (The “top-secret” recipe comes from Annie Yeager, the mother of founder Ralph Yeager, who started baking her cheesecake when The Tavern first opened. The restaurant still uses her recipe today.)
The Tavern oozes State College tradition. The walls are adorned with pictures of local celebrities and snap shots of State College and the surrounding areas throughout different periods in time.
Penn State historian Lou Prato is one loyal, longtime customer who appreciates the place’s rich tradition. “There is a charm about the Tavern,” he said. “It’s nostalgic.”
For many alumni, including those who worked there as students, a trip to State College wouldn’t be complete without a visit to the Tavern. “It’s been here so long, it’s a place to hold on to,” Prato said.
Another spot that benefits from its history is The All-American Rathskeller, 108 S. Pugh St. It may be hard to imagine, but at one time downtown State College was completely dry. When Prohibition was repealed, the Skeller was the first bar to open its doors.
The Skeller has a lot more competition today but, according to Prato, it was once “the student hangout.”
Staying Vibrant by Changing Locations
One business that has been successful at multiple downtown locations is Moyer Jewelers, 100 E. College Ave. The store’s origins can be traced back to 1949 when BP Moyer started a watch shop at the corner of Beaver and Allen, above what is now Old State Clothing. He ended up moving to a ground-floor location on the 100 block of South Pugh Street, but that location was destroyed in 1951 after a fire spread through several small businesses. Next stop was a storeroom in The Tavern Restaurant building, where it remained until BP passed away in 1965. Gary Moyer, BP’s son and the store’s current owner, moved the jewelry shop to its current location in 1973.
The moves have allowed the store to adapt to both the growth of its business and the town, said Lori Moyer, Gary Moyer’s daughter. Equally important to the store’s success, she said, are “strong commitment from the owners, hard work, and good people on your team.”
Despite the store’s history, Moyer Jewelers is firmly committed to its current location. “We just keep plugging away, working hard and loving downtown State College,” Lori Moyer said.
All in the Family
The Moyers have turned their deep knowledge of the State College market into a family operation. Gary and his wife, Judy, opened Lions Pride in 1976 at 103 S. Allen St. The couple then turned that location into the Animal Kingdom. In 1980, they moved Lions Pride to its current location at 112 E. College Ave., and passed ownership down to Steve Moyer. 
For the first 10 years, Lions Pride sold general sporting goods and gear, but in the mid ‘80s, it began selling only Penn State sportswear and gifts, Steve Moyer said. In 2009, the Hallmark Store at 114 E. College Ave. closed, and Lions Pride expanded into that location.
Steve Moyer said Lions Pride is constantly striving to predict and react to customer needs. “We have a very loyal customer base that we have been able to grow through the years,” he said, “Customer retention is key to our success.”
Meet Me at the Corner
One of the most well-known spots in town has been located at the epicenter of State College since 1855. Affectionately known as “The Corner,” the blue and white building located at 100 W. College Ave. is home to many State College favorites.
Hotel State College and Company comprises the Allen Street Grill, the Corner Room, Zeno’s Pub, Bill Pickle’s Tap Room, Indigo, Chumleys, and the Zeno’s to Go! Bottle Shop.
When Mike Desmond, owner of Hotel State College, took over the business in 1986, he benefited from the place’s heritage. He calls Hotel State College the “center of commerce” in town—“where the wagon stopped when it brought students to the Farmers High School.” (The Farmers High School being Penn State, of course.)
Hotel State College had the first rooming house in town (Jack’s Road House) and currently houses a 12-room hotel on its second and third floors. The Corner Room is State College’s oldest restaurant, and Zeno’s Pub is arguably the town’s most distinguished bar. (Beeradvocate.com referred to it as ‘one of the top beer bars on planet earth.”)
While Zeno’s feels as if it has been around since the beginning of time, it actually used to be a shoe cobbler. In 1972, Chris and Zeno Pappas, the cobbler’s owners, discovered that the building had a liquor license that had never been used, and decided to excavate the business and put in a bar, Desmond said.
Location, location, location
Whether it’s a football game, a sports camp, or a random week in the spring semester, the businesses that currently inhabit downtown benefit from a location that merges the divide between the university and the community.
For Steve Moyer, the location of Lions Pride “is very important” to its success, and its ability to reach a vital customer demographic: the moms, dads, prospective students, and visiting teammates who want to remember their trips to PSU with something blue and white.
An added bonus to the location: getting a front-row seat for people-watching.
“You have townspeople; you have visitors, the students, faculty, and service trade people,” Desmond said. “It’s a marvelous cross section of people that allows for a very vibrant community.”
If you have any insight on the business climate of downtown State College, drop us a note at info@StateCollege.com. As always, we welcome any feedback.
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