Best Sports Memorabilia, April 2007
If a nerdy 19-year-old math and computer science major at UCLA opened a sports memorabilia store, it would look something like the Beverly Hills Baseball Card Shop. Matt Federgreen was that kid, and 21 years later his shop is a cluttered monument to the emotional hold a Sandy Koufax jersey or a Pee Wee Reese card can have on a sports geek. The shelves are stuffed with autographed baseballs and sneakers, inviting customers to linger and share tips and wish lists. Nurturing a new generation, Federgreen offers $5 worth of sport cards to any child who submits a written report about a baseball player.