484-245-1000

By Brian Pedersen, May 28, 2015 at 9:42 AM
Bell Hall will be located in the vacant space on the ground floor of The Trifecta Building at 612 Hamilton St.

Bell Hall will be located in the vacant space on the ground floor of The Trifecta Building at 612 Hamilton St. – (Photo / Christopher Holland)

Since 1990, one downtown Allentown landmark has stood vacant until Trifecta Technologies moved in last year.

Now, the buzz of the downtown has attracted another tenant to the property.

Bell Hall is a new restaurant concept on the ground floor of The Trifecta Building at 612 Hamilton St., described by the co-owner as “a quintessential American burger joint, re-imagined for the discerning diner.”

The restaurant will feature local ingredients, intuitive service and a serious craft-beer program, said Jeff Brown, principal of Charles Street Capital and co-owner of The Trifecta Building, once the home of Schoen’s Furniture Store. He and his brother, David Brown, will own the restaurant.

“This new concept is all about approachable cuisine in a unique setting,” Jeff Brown said. “In addition to burgers and some select sandwiches, we’ll have fresh and seasonal salads, appetizers, sides and a limited dessert menu. There will also be a full bar with 20 beers on tap. We’ll also feature a signature cocktail menu along with a curated wine list.”

The restaurant, expected to open this summer, is adjacent to the Yankee hiding spot for the Liberty Bell during the Revolutionary War, Brown said. Bell Hall draws from the authentic history of its location but is rooted in the present, he added.

The property, in Allentown’s Neighborhood Improvement Zone, is a mixed-use facility with loft-style office space on the second through sixth floors and a rooftop terrace. Trifecta occupies space on the fourth through sixth floors and rooftop terrace.

The restaurant space includes an area for a bar, lounge and dining area with a polished concrete floor and covers 6,500 square feet.

“We definitely need to fit out the space; we are in the process of finalizing our plans,” Brown said.

The restaurant can seat about 250 people, along with the patio and private events area in the back of the building.

The space also has large glass-paneled doors that open to a patio which can serve as an outdoor dining area that connects to Allentown ArtsWalk across the street. The walkway links the PPL Center arena, office and mixed-use developments with the arts venues in the city.

“I’ve always enjoyed the restaurant industry, and, in many ways, it’s similar to a real estate project,” Brown said. “It’s a challenge, and I’m looking forward to the challenge. We’re hoping it’s going to be a real positive addition to downtown Allentown.”

Once a general manager is hired, Brown said, he would begin seeking an executive chef and other staff.