World Cup Philly updates: France reaches quarterfinals with 1-0 win over Paraguay

Action News reporter Bryanna Gallagher takes you inside the merch shop at the FIFA Fan Festival in Fairmount Park.

View the post on Instagram

A Heat Advisory has been issued for the Philadelphia region for Thursday and Friday, just as the FIFA Fan Festival kicks off for the World Cup.

It went into effect at 11 a.m. Thursday and lasts until 8 p.m. on Friday.

A Heat Advisory has been issued for the Philadelphia region for Thursday and Friday.

The heat and humidity will make the temperature feel like we're in the triple digits both days.

There is also a chance of some storms forming in the evening and nighttime hours on Thursday as well.

With the FIFA World Cup beginning this weekend, Philadelphia's nightlife scene is preparing for extended hours and large crowds as dozens of bars, breweries, and restaurants apply for permits to stay open later than usual.

Business owners say the global tournament presents a rare opportunity to welcome fans from around the world.

"To be hosting the games here and inviting people from all over the world, it's a once-in-a-lifetime opportunity. We're so pumped to be in the thick of things," said Doug Hager, owner of Brauhaus Schmitz.

With the FIFA World Cup beginning this weekend, Philadelphia's nightlife scene is preparing for extended hours.

The South Street bierhall is transforming into one of the city's World Cup hubs, offering indoor watch parties and five outdoor block parties.

The venue plans to serve German beer, special soccer pretzel bun burgers, and limited-edition soccer-themed half liters from its 34 beers on draft.

A special city permit allows approved restaurants and bars to remain open until 4 a.m. from Thursday through July 20.

The Pennsylvania Liquor Control Board received nearly 70 applications, with six canceled and the remainder still under review.

Mamajuana Café in Fishtown is among the businesses seeking approval.

General manager David Alvarez said the process required training for management and owners.

"We had to go through a training management-wise and owners," he said.

The training emphasized safety and awareness.

"Mainly making us understand that, you know, crowd control is very important, understanding the reading people," Alvarez said.

He added that staff will be prepared to intervene when necessary.

"If a person maybe has had too many drinks. Maybe it's time to, you know, guide them out the door in a right, polite way," he said.

Alvarez said Mamajuana Café plans to stay open late only on select game days, but believes the extended hours will be worthwhile as the city embraces the international event.

With Philadelphia projected to generate roughly $770 million in economic activity from upcoming FIFA World Cup matches, local businesses are preparing for an influx of fans by offering new merchandise infused with Philly flair.

Red Gravy Goods in South Philadelphia, already known for its onsite "patch bar," has launched a full line of soccer-themed patches.

The designs - which include everything from soccer balls, cleats, water ice and the Liberty Bell - can be added to hats, totes or shirts.

"You can come in, pick a hat, choose some patches. You can mix it with Philly patches and you can create your very own custom hat," said owner Marcie Turney.

Local businesses roll out custom merch as World Cup crowds expected to boost economy

Patches cost $6, plus the price of the hat or tote.

The shop is also offering other custom items tied to major celebrations this summer, including America's 250th birthday.

Turney said she is preparing for a busy season,

"Summer is insane. It is so exciting to be in Philly this summer!"

South Fellini, known for its one-of-a-kind apparel described as "Philly-based for Philly people," is also tapping into the soccer excitement.

The shop previously went viral when Bryce Harper wore one of its T-shirts upon arriving in the city.

It has now released custom soccer-inspired jerseys that nod to both the Phillies and the Eagles.

The jerseys cost $35 and are available in-store and online.

East Passyunk Avenue will host several block parties surrounding the World Cup, featuring food vendors, shopping and music.

The first event is scheduled for June 19, offering fans and visitors an early chance to pick up Philly-themed gear.

Other dates include June 27 and July 3.