{"id":105785,"date":"2025-07-15T18:32:10","date_gmt":"2025-07-15T23:32:10","guid":{"rendered":"https:\/\/news.medill.northwestern.edu\/chicago\/?p=105785"},"modified":"2026-01-01T16:04:52","modified_gmt":"2026-01-01T22:04:52","slug":"from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/","title":{"rendered":"From first employee to owner: AU Sports Memorabilia\u2019s Scott Beatty is still betting on the business of the hobby"},"content":{"rendered":"

By Bianca Javate
\n<\/strong>Medill Reports<\/em><\/p>\n

Scott Beatty was 17 years old when he first stepped foot in AU Sports Memorabilia, Chicagoland\u2019s oldest purveyor of sports collectibles.<\/p>\n

He worked part-time at the store alongside the owner\u2019s sons, Bruce and Steve, with whom he was childhood friends.<\/p>\n

\u201cI was their first employee,\u201d Beatty said. \u201cI worked a couple days a week while I was in college, did that for a couple years, but I was a collector too. I probably spent half my pay on cards.\u201d<\/p>\n

Today, Beatty, 62, owns the store.<\/p>\n

Currently based in Morton Grove after more than two decades in Skokie, AU Sports Memorabilia was founded by Eddie and Audre Gold in 1980, born from the couple\u2019s shared love for baseball. Eddie Gold was the author of several baseball books as well as a sportswriter for the Chicago Sun-Times.<\/p>\n

The Gold family owned the business until the death of their son Steve in 2010. Afterward, Beatty took over and bought it.<\/p>\n

\"\"
Scott Beatty, 62, was 17 years old when he started working at AU Sports Memorabilia. (Bianca Javate\/MEDILL)<\/figcaption><\/figure>\n

Beyond baseball, AU Sports Memorabilia sells anything a sports fan desires, from trading cards to signed balls, pucks, jerseys, photos, magazines, caps \u2014 you name it.<\/p>\n

Beatty sources products from wholesale manufacturers of sports collectibles, and the store also has a \u201cbuy and sell\u201d model through which anyone can come in to potentially sell memorabilia from their collection. Beatty offers a price, and if they agree on it, he resells the item through the store.<\/p>\n

The price range, according to Beatty, \u201ccould be as low as 10 cents and as high as, you know, $5,000 or more.\u201d<\/p>\n

The most expensive item recently sold was a set of four baseball cards from the late 19th century, purchased by a private collector for $150,000.<\/p>\n

\u201cIt really depends on what you have,\u201d he said. \u201cI have a Mickey Mantle rookie card that I’m asking $30,000 for, so there’s a big range.\u201d<\/p>\n

But when a customer comes in looking for something that\u2019s not available, Beatty refers them to another store for free. No strings attached.<\/p>\n

\u201cIf I don’t have the product, call over there because I want you to get what you want,\u201d he said. \u201cWe do a lot of trade business with other stores in the area.\u201d<\/p>\n

\"\"
The Bulls is one of the store\u2019s best-selling teams for merchandise, even decades after the Michael Jordan era. (Bianca Javate\/MEDILL)<\/figcaption><\/figure>\n

You want a Scottie Pippen signed jersey? There\u2019s a place in Highland Park for that. A specific kind of boxed set? Try Chicagoland Sports Cards in Buffalo Grove. Beatty said he doesn\u2019t see these stores as competitors, because they\u2019re all far away from one another and carry a variety of products. At the end of the day, he said, it\u2019s all about the hobby.<\/p>\n

This kind of mentality is why the business has successfully embedded itself within the community of avid sports fans in the area. AU Sports Memorabilia has managed to stay in business for so long because of the trust and relationships they\u2019ve built with customers. Some have been shopping the business for decades, citing AU Sports Memorabilia\u2019s \u201cgold standard\u201d customer service as the reason they keep returning.<\/p>\n

Gayle Pearlstein said she discovered the store 11 years ago and has bought a Sandy Koufax ball, a Gale Sayers football and a few baseball cards from Beatty.<\/p>\n

\u201cEveryone is always nice and helpful,\u201d Pearlstein said. \u201cVery easy and nice people, fair prices and good quality, great customer service.\u201d<\/p>\n

Her sentiment was shared by another customer, Thomas Shaughnessy.<\/p>\n

Shaughnessy said a friend recommended the store to him. He visits at least once a month for both the goods and the atmosphere.<\/p>\n

\u201cMain reason I like it there is (it\u2019s) always fun to talk sports with everyone, and they\u2019ve never failed to find me what I want,\u201d he said.<\/p>\n

His favorite purchase was an Alexa Bliss bobblehead, which he got at the end of April, along with different baseball and football rookie cards bought over time.<\/p>\n

\"\"
According to Beatty, the store sees an uptick in foot traffic on the holidays and when the Chicago teams succeed. (Bianca Javate\/MEDILL)<\/figcaption><\/figure>\n

Despite the great reviews and customer experience, running a sports memorabilia store is not the \u201ccash cow\u201d some assume it to be. The store\u2019s annual revenue is spread across on-site (store and pop-up events) and online (eBay and Beckett marketplace) sales.<\/p>\n

Beatty estimates an annual revenue of $300,000 to $400,000, but that\u2019s dependent on several factors, such as the success of local teams, the economy and competition from big-box retailers, like Target.<\/p>\n

The impending tariffs are also a point of consideration, posing a threat to small businesses like AU Sports.<\/p>\n

\u201cSmall businesses that appeal to higher-income buyers can probably get through this tumultuous period, while businesses that offer products and services that tend to get cut first during a downturn \u2014 for example, personal care \u2014 might see a tougher few months,\u201d said Yelena Maleyev, a senior economist at KPMG.<\/p>\n

Beatty has a rough idea of how tariffs could impact his sales, since the COVID-19 pandemic had a similar effect. The cost of supplies from China, where most of the store\u2019s products and packaging are made, increased \u2014 pushing him to raise his prices.<\/p>\n

\u201cThere was still a demand but not much supply,\u201d he said. \u201cIf my wholesale prices go up, I will have no choice but to raise prices for the duration. We did that in 2020, and eventually, the prices fell back to where they are now.\u201d<\/p>\n

However, the pandemic was unexpectedly good for AU Sports Memorabilia. According to Beatty, being stuck at home allowed people to rediscover old hobbies. He said revenue that year was comparable to, and maybe even better than, what he made during sales booms after the Cubs and Blackhawks won national championships in 2016 and 2015, respectively.<\/p>\n

\"\"
Beatty poses next to signed jerseys sold in the store. ( Bianca Javate\/MEDILL)<\/figcaption><\/figure>\n

Market Decipher, a market research and consultancy firm, projects a 707.143% increase in the global sports memorabilia and trading card market from 2024 to 2034. This equates to a growth from $33.6 billion to $271.2 billion, thanks to the hobby\u2019s promotion on digital platforms and collectibles becoming huge investment assets.<\/p>\n

Fanatics recently signed seven-time Formula 1 champion Lewis Hamilton to an exclusive multi-year deal, opened a flagship store in London and was responsible for the 2024 craze surrounding MLB pitcher Paul Skenes\u2019s 1-of-1 rookie card. The card was pulled by an 11-year-old collector from a Topps Chrome Update box produced by the company, and it sold for $1.11 million at an auction.<\/p>\n

Collectors have scoured the market and spent hundreds of thousands of dollars on boxes that could potentially carry Skenes\u2019s card. The retail price for each box went from approximately $175 to $350-$400, which was a key contributor to Beatty\u2019s holiday sales. Moments like this are good for memorabilia stores, but Beatty said he worries the hobby has lost its essence.<\/p>\n

\u201cWhen you\u2019ve got 8-year-old kids saying, \u2018Where are your grading cards?\u2019 or \u2018How much would this card be worth?\u2019 … you\u2019re looking at it like a money thing. You\u2019re not even having fun with this,\u201d he said.<\/p>\n

Beatty hopes as business continues to grow, children and collectors alike rediscover the beauty of the hobby, the innocence it carries and the memories it creates.<\/p>\n

\u201cSaturday and Sunday afternoons with a dad and his kid, one after the other,\u201d Beatty said. \u201cWe want to keep the homey aspect of our business and keep it at a point where they can afford to keep coming to us.\u201d<\/p>\n

—<\/p>\n

Bianca Javate is a graduate journalism student at Medill, specializing in sports media with a concentration in business. You can follow her on Instagram @biancajavate and see the rest of her work on biancajavate.com.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

By Bianca Javate Medill Reports Scott Beatty was 17 years old when he first stepped foot in AU Sports Memorabilia, Chicagoland\u2019s oldest purveyor of sports collectibles. He worked part-time at the store alongside the owner\u2019s sons, Bruce and Steve, with whom he was childhood friends. \u201cI was their first employee,\u201d Beatty said. \u201cI worked a […]<\/p>\n","protected":false},"author":998,"featured_media":105794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27,5542,31,5521],"tags":[],"class_list":["post-105785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-msj25","category-sports","category-summer-2025"],"yoast_head":"\nFrom first employee to owner: AU Sports Memorabilia\u2019s Scott Beatty is still betting on the business of the hobby - Medill Reports Chicago<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From first employee to owner: AU Sports Memorabilia\u2019s Scott Beatty is still betting on the business of the hobby - Medill Reports Chicago\" \/>\n<meta property=\"og:description\" content=\"By Bianca Javate Medill Reports Scott Beatty was 17 years old when he first stepped foot in AU Sports Memorabilia, Chicagoland\u2019s oldest purveyor of sports collectibles. He worked part-time at the store alongside the owner\u2019s sons, Bruce and Steve, with whom he was childhood friends. \u201cI was their first employee,\u201d Beatty said. \u201cI worked a […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/\" \/>\n<meta property=\"og:site_name\" content=\"Medill Reports Chicago\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-15T23:32:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-01T22:04:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2025\/07\/IMG_9042.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1920\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"biancajavate\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"biancajavate\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/\",\"url\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/\",\"name\":\"From first employee to owner: AU Sports Memorabilia\u2019s Scott Beatty is still betting on the business of the hobby - Medill Reports Chicago\",\"isPartOf\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2025\/07\/IMG_9042.jpeg\",\"datePublished\":\"2025-07-15T23:32:10+00:00\",\"dateModified\":\"2026-01-01T22:04:52+00:00\",\"author\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/05b2dbbdce0ed117e07e6c8f1764eb58\"},\"breadcrumb\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/from-first-employee-to-owner-au-sports-memorabilias-scott-beatty-is-still-betting-on-the-business-of-the-hobby\/#primaryimage\",\"url\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2025\/07\/IMG_9042.jpeg\",\"contentUrl\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2025\/07\/IMG_9042.jpeg\",\"width\":2560,\"height\":1920,\"caption\":\"Scott Beatty, owner of AU Sports Memorabilia. 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