Nearly a century after Myer “Spike” Shandelman founded Spike’s Trophies, the Philadelphia institution continues to evolve.
With its eye-catching Northeast facility and a Center City storefront, the company has grown from a traditional hand-engraving shop into a technology-driven producer of awards and promotional products for organizations across the region.
“I remember when a fax machine was pretty cool.”
Ted Westervelt, Spike’s Trophies
“The technology obviously has changed,” Ted Westervelt, one of Spike’s three owners, told Technical.ly. “I’ve been in this business since 1992. I remember when a fax machine was pretty cool.”
Today, the production facility and showroom at 2701 Grant Ave. is high-tech, equipped with digital printing, lasers and AI tools that support workflow efficiency.
From engravers to digital fabrication
Founded in 1929, Spike’s has grown along with the city, today operating out of a 22,000-square-foot facility on Grant Avenue near the Northeast Philadelphia Airport, where showroom, offices and production space sit under one roof.
The Center City storefront at 1617 JFK Blvd., located in the striking Art Deco Suburban Station building now known as One Penn Center, has been a presence since the early 1990s.
The company is now at a turning point: After nearly five decades in the industry, longtime majority owner Keith Baldwin retired in January, formally stepping away from day-to-day involvement at Spike’s.
“He was a legend in the business,” Westervelt said.
Baldwin had already reduced his role over the past several years, allowing the current leadership team to assume operational responsibilities well ahead of the transition, he added. In addition to Westervelt, that’s Glen Hastie and Chris Shetler, all longtime employees and equal partners who have helped guide the company through recent years of growth and modernization.
Trophies and awards are only a part of what the company offers, as it now serves as a full-service promotional products provider, offering apparel, medals, pins, mugs and branded items for businesses, schools, nonprofits and community organizations.
“It’s a natural fit,” Westervelt said. “People who buy awards and things like that normally buy promotional products.”
A celebration of sports, plus tech behind the scenes
The Northeast building is a source of pride and community, both because of the longtime business that has touched many Philadelphians and because of Spike’s role in preserving and celebrating the city’s athletic history. Inside, Spike’s donates space to the Philadelphia Sports Hall of Fame, which uses the facility for meetings, storage and private viewing.
The company’s connection to sports goes way back, beyond making trophies: founder Spike Shandelman played a part in the Jewish Basketball League, a precursor to the NBA.
The public-facing part of the space has also become something of a neighborhood landmark, featuring large-scale Mural Arts pieces by artist David McShane that depict Philly sports championships, including the Eagles’ Super Bowl wins.
“Our building is actually a destination,” Westervelt said. “I see people all the time, especially on the weekends, parked with their cameras and their tripod, taking pictures of the side of our building.”
The building is also full of technology. While AI isn’t replacing the craftsmanship the company is known for, he said, the staff uses AI tools to help draft award inscriptions, refine messaging and generate design ideas more quickly. The goal: a smoother process for customers who might struggle to find the right words.
“It helps people get to something that’s meaningful and lasting,” Westervelt said.
Looking ahead, Westervelt expects AI to continue improving internal workflows and creative processes, allowing staff to focus more on customer service: “As that expands and becomes better, we’re going to be along for that ride.”
Still evolving after a century in business
As Spike’s approaches its 100th birthday, its leadership is focused less on nostalgia and more on staying relevant in a changing marketplace.
Westervelt likens the production floor to “Santa’s workshop,” a place where ideas move quickly from concept to finished product, backed by a deep inventory and a team that understands both the craft and the customer.
“It’s not a mom-and-pop shop,” Westervelt said. “It’s a complex organization.”
