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Macy's to throw Fenway fete as it goes national

Macy's is planning to light up Fenway Park with fireworks Sept. 8 as part of a series of celebrations across the country to kick off the national launch of the department store brand.

The fireworks , which require city approval, are part of a two-year agreement with the Red Sox that makes Macy's the team's ``official department store." On Macy's Night at Fenway, fans will have the chance to win a $100 shopping certificate at Macy's every inning and hear a performance from The Standells, whose ``Dirty Water" is played after every Red Sox home victory .

``The Boston Red Sox are the heart and soul of New England. With this partnership, we are extremely excited to be a part of Boston's heritage and longstanding love affair with the home team," said Martine Reardon , executive vice president of marketing and sales promotion for Macy's East.

Federated Department Stores, which owns Macy's, is making a major push this fall as it completes its $17 billion takeover of Filene's parent company, May Department Stores Co., and converts all the regional chains into the Macy's brand. Federated is upgrading many of the Macy's stores to feature new designers, larger fitting rooms, and machines that dispense Apple iPods and accessories.

Macy's is also hosting events in other cities, such as a recent fete in Philadelphia that featured fashion shows and appearances by cast members of ``Lion King" and ``Teletubbies ."

For the Fenway fireworks, Macy's plans to use Pyro Spectaculars by Sousa . The company has put on the Macy's July 4th fireworks in New York for about 25 years and produces the fireworks show featuring the Boston Pops, though the Fenway event is expected to be of a smaller scale.

A spokeswoman for Mayor Thomas M. Menino said he is aware of the Macy's Fenway event, but the city has not received a permit application for the fireworks.

The Macy's Night at Fenway will end a day of gatherings in Boston beginning with a block party at Downtown Crossing, where Macy's has a store. Starting at noon, Macy's will give 500 people lunch from Downtown Crossing pushcart food vendors. There are also plans for a fashion show, music , and a contest giveaway for five pairs of tickets to the game, when the foe will be the Kansas City Royals. (The New York Times Co., owner of The Boston Globe, holds a 17 percent stake in the Red Sox.)

Before the game, Terry Lundgren , chief executive of Federated , will throw out the ceremonial first pitch and present a $10,000 check to the team for one of its favorite charities, Canine Companions for Independence. The first 500 fans that donate to the charity that night will receive a Macy's ``Red Star" seat cushion.

Macy's said a celebrity will sing the national anthem that night but declined to provide details.

``We're looking to have a festive night to celebrate them," said Charles Steinberg, the Red Sox's executive vice president of public affairs.

Jenn Abelson can be reached at Sasha Talcott of the Globe staff contributed to this report.

Macy's and Sox logos

Message Board Macy's: Official Sox dept. store?

With the recent purchase of Filene's by Macy's, which closed the Bay State chain, are you happy to see Macy's become the official Sox department store? Is it a good match, or not? Talk about it.
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