But Chinatown residents protested, fearing a new ballpark would destroy their neighborhood. The City and team eventually settled on building at the South Philadelphia Sports Complex on the site of another abandoned food warehouse. In the years that followed, residents, fans, and owner Bill Giles expressed regret that the new ball park was not located in Center City. Regardless of location, however, the team set attendance records in 2010 (3,647,249 fans, averaging 45,028) with all home games sold out for the first time in the team's long history (81), extending a sellout streak dating back to July of 2009 to 123. Chief architect of the new stadium was EwingCole's Stanley Cole. Unveiling of the new park's design and ground breaking ceremonies took place on June 28, 2001. Following the game that evening, the location of the left-field foul pole, from home plate, was unveiled at the outset of the team's annual Fourth of July fireworks display. On June 17, 2003, Citizens Bank agreed to a 25-year, US $95 million deal for the park's naming rights and advertising on billboards, telecasts, radio broadcasts, and publications. The ballpark was officially topped off on August 12, 2003, and opened in April 2004. Shortly after the park opened in 2004, the bullpens were reassigned so the Phillies' pitchers used the lower pen and visitors used the upper pen. This was done to give Phillies' pitchers a better view of the game and to protect them from heckling by fans. However, the team forgot to rewire the bullpen phones after the bullpens were reassigned; so during the first game, the dugout coaches had to communicate with the bullpens by hand signals. In its first years, Citizens Bank Park allowed 218 home runs in 2004 and 201 in 2005. More than half of those home runs were to left-field. Following the 2005 season, the left-field wall was moved back . Even with these modifications, the park has a reputation as one of the most hitter-friendly parks in baseball. In 2009, it gave up 149 home runs, the most in the National League and second in the majors behind only the new Yankee Stadium, but has been neutral since, with a .997 park factor in 2011. Behind center field is Ashburn Alley, named after Phillies Hall of Fame center fielder Richie Ashburn, who played for the team from 1948 to 1959 and was a Phillies broadcaster from 1963 until his death in 1997. It is seen by Phillies fans as a compromise between the Phillies and their fans, many of whom wanted Citizens Bank Park named in honor of Ashburn.