New buyers keep ‘Steel City’ venue alive
The day after news broke that it had closed its doors, Steel City coffeehouse and music venue has found a new buyer and is getting set to reopen its doors.
Laura Vernola and Ed Simp- son, who run the marketing firm Grassroots Marketer, closed a deal last Thursday to take over operation of the venue located at Bridge and Main streets.
“Steel City is such a staple,” Vernola said Tuesday. “It’s a loved venue in the community and as soon as it came up, it couldn’t have been a better fit. We’re both music lovers, we’re both food lov- ers and we’re both coffee lovers.”
Vernola and Simpson, of Mont Clare, both come froma hospitality background and were excited to take on the new venture after searching for a place to run for a few years. Vernola has previous work experience as the marketing director for renowned Chef Jose Garces, while Simpson pre-
viously worked for the Hyatt Regency, in Albuquerque, N.M.
The listing for Steel City appeared on a Friday, Vernola said and within a week they purchased the place.
Eli Wegner, Steel City’s co-owner since 2010, wrote an email Sunday announcing the good news officially and explained what changes are in store going forward.
“Two amazing people, Laura Vernola and Ed Simpson, have come to the rescue, saved the day and given Steel City a new and vibrant lease on life,” said Wegner, who said he sold the business in 2015 and stayed on until last week’s official closure. “You folks will get to know Laura and Ed soon enough and I think once you do you’ll realize that the future of Steel City is brighter than it has been in many years.”
Most of the previously canceled scheduled live shows are back on and the business’ website will be updated by the end of the week where tickets can be purchased. Vernola confirmed that the first show featuring artist Ben Arnold will be June 16.
The venue will keep its name, Vernola said and it will build upon what made it so beloved in the borough. For starters, it will feature locally sourced foods including Chester County Cheese Artisans and Sweet Water Baking Co. The venue will serve breakfast all day, along with soups and sandwiches and small plates.
Going forward Wegner is leaving Steel City behind. Once Vernola and Simpson understand the basics of the business, he is moving on to his new position helping to run Martha’s Choice Marketplace in Norristown, he said.
“Ultimately, we all agree that Steel City deserves a fresh start and a clear new vision,” he said.
Wegner said he was moved by the outpouring of well wishes from folks saddened to learn the news of the venue’s closure.
“What I feel, the joy that your letters and posts brought and the gratitude I have in return is simply unlanguageable,” he said. “As past Steel City owners and I can attest, this job is often as difficult as it was rewarding. I can’t tell you how much it means to hear of the sincere love you all had for Steel City.”