|
Trenton Social owner T.C. Nelson has a 'Bourbon Street' vision for the city
by Jillian Santacroce This article originally appeared on NJ.com. on Dec. 20, 2014. Hidden in the shadows of the Sun National Bank Arena on South Broad Street is Trenton Social. Outside the restaurant and bar, small tree branches hover over an outdoor eating area and low lights lead to a side entrance. Inside, the atmosphere is intimate, modern and chic. “I want South Broad Street to be our Bourbon Street and the arena, the Sun National Bank Center, to be our Madison Square Garden,” Trenton Social owner T.C. Nelson said, describing his vision for Trenton. Phil Miller, executive director of the Mercer County Improvement Authority, agrees. “I support T.C.’s vision in the sense of South Broad Street being a great corridor,” Miller said. “Bringing more nightlife and daylife to the area can benefit all of us and the city alike.” It came naturally that Nelson would choose Trenton for his business. His father was a Trenton cop and his mother worked for New Jersey Network, so Nelson, 44, is no stranger to the local scene. It’s where he molded his character through experiences ranging from playing Catholic Youth Organization basketball to opening his first business – Trenton Bagel – at age 25. Nelson’s passion to be an entrepreneur was fostered at age 9 when he met Chaz, an art printer on the Seaside Heights boardwalk, while on a beach vacation with his family. “I started helping him and was fascinated with the process,” Nelson said, reflecting on his two-week experience. At age 10 Nelson had his first paper delivery route – in Ewing for The Times –which built vital community relationships. At age 12 he made his first purchase: a BMX bike. |
Click on any image to enlarge.
|
An average day for Nelson at Trenton Social begins at 10 a.m., receiving deliveries and stopping at the local farmers market. During the lunch rush and afterward, Nelson steps in wherever he’s needed, taking over the kitchen to give the crew a break, then ensuring a smooth transition to the evening rush and bar scene. During prime hours, it’s common to see him getting a warm hug from customers. He addresses each guest by first name and follows with a handshake. Trenton Social closes its doors by 1:45 a.m. and by 3 a.m. he returns to home to his family.
He makes time for his infant son, Cash, by stopping at home during the day. His says his home life and Trenton Social are both full-time jobs.
“The restaurant and bar industry has a reputation for being demanding, but he still finds time to be an amazing father,” said Nelson’s wife, Leanna. “He’s very determined and wholehearted with what he does.”
Nelson has come up with various ways to distinguish Trenton Social, including open mic nights, music guests, sushi nights, a soul night every second Friday of each month, French and Asian fusion specials and Bollywood nights. Sometimes the staff dresses in traditional clothing based on the theme. "What's going on in the city gets celebrated that night. We reinvent ourselves for one night only," Nelson said.
Nelson has sponsored other events including the Trenton Punk Rock Flea Market, the Capital City Food Truck Battle and the monthly Social Ride. He sees them as a way of bringing a sense of community to the local area. Nelson said the key to success in the business is to be actively involved and have a constant physical presence. He and his staff know not only the names of their regular visitors, but also their birthdays.
He said he hopes to eliminate the stigmas associated with Trenton and create an innovative dining experience that will bring positive attention to the area. “The city is fixable, not a riddle,” he said.
He makes time for his infant son, Cash, by stopping at home during the day. His says his home life and Trenton Social are both full-time jobs.
“The restaurant and bar industry has a reputation for being demanding, but he still finds time to be an amazing father,” said Nelson’s wife, Leanna. “He’s very determined and wholehearted with what he does.”
Nelson has come up with various ways to distinguish Trenton Social, including open mic nights, music guests, sushi nights, a soul night every second Friday of each month, French and Asian fusion specials and Bollywood nights. Sometimes the staff dresses in traditional clothing based on the theme. "What's going on in the city gets celebrated that night. We reinvent ourselves for one night only," Nelson said.
Nelson has sponsored other events including the Trenton Punk Rock Flea Market, the Capital City Food Truck Battle and the monthly Social Ride. He sees them as a way of bringing a sense of community to the local area. Nelson said the key to success in the business is to be actively involved and have a constant physical presence. He and his staff know not only the names of their regular visitors, but also their birthdays.
He said he hopes to eliminate the stigmas associated with Trenton and create an innovative dining experience that will bring positive attention to the area. “The city is fixable, not a riddle,” he said.
Facebook:
Facebook.com/TrentonSocial
Phone:
(609) 989-7777
Location:
449 S Broad St. Trenton, New Jersey
Facebook.com/TrentonSocial
Phone:
(609) 989-7777
Location:
449 S Broad St. Trenton, New Jersey
