Doug Schneider, Owner – DHS Hospitality Group & Restauranter – Clydz

New Brunswick City Center Chairman of the Board of Directors Doug Schneider talked with Invest: about the extensive growth expected in the city over the next year, thanks to the HELIX project, the 2026 FIFA World Cup, and investments made toward developing New Brunswick’s city center for incoming residents.

What have been some of the main achievements or highlights for New Brunswick City Center over the past year?

The city hosts multiple events during the year to support arts and culture and various initiatives by both the city and the business community. We are proud to be named the “2025 New Jersey Destination of the Year” through New Jersey’s Best. This is a massive achievement that underscores all of the great things happening within New Brunswick’s business community.

People come to Hub City throughout the year to shop, eat, and learn. Many people are drawn to Rutgers University’s many educational offerings, and certainly, the “learning” aspect will develop even further through the HELIX Project, under construction in downtown New Brunswick, and the Rutgers Cancer Institute and Robert Wood Johnson Medical School. While we are also near Princeton University, Rutgers is our neighbor and an integral piece of the fabric of our community.

How do you “sell” the downtown to visitors, prospective residents and visitors?

New Brunswick’s City Center works with our key stakeholders in town and with property managers, communicating all the exciting events taking place throughout the year. 

When trying to sell properties to prospective residents or tenants, Realtors relay information about all the great happenings here. The partnerships we have developed have been crucial to ensuring that new housing developments are quickly occupied and that new residents quickly become acclimated to the local culture and vibe.

We continue to improve the downtown to make it a more attractive place to live, visit, and invest in. New developments underway to benefit the region include the introduction of Liberty Square Park, a new, one-acre recreational park on Neilsen Street.

This will be another great opportunity to attract long-term residents. This new amenity will include a dog park and seating areas for live entertainment and relaxation. We are excited for the launch of this park in 2025.

How would you describe the New Brunswick business environment, and what makes it an attractive location for tourism and investors?

The proximity to the greatest healthcare and healthcare research in this region has increased the economic viability of commercial space as well as mixed-use spaces in downtown New Brunswick. There is a growing need for higher-level, moderate-to-upscale housing that will satisfy the needs of these brilliant people who will be working in our city.

How will the 2026 FIFA World Cup benefit New Brunswick City Center?

We are situated quite close to the MetLife Stadium, which will host the World Cup Final next summer, and we are hoping that people from all over the world will enjoy our amenities in New Brunswick. We have two full-service hotels that we expect to be fully occupied by World Cup visitors, and our restaurants and shops will be buzzing with fans. New Brunswick is ready to be on the world stage.

What are some examples of the businesses that are planting roots in New Brunswick?

We are proud that our downtown offers a wide array of ethnic restaurants and cafes, representing all parts of the world. 

In just a few blocks, we have a Pakistani cafe, a Turkish bakery, a Greek restaurant, an Italian restaurant, a Yemeni cafe, an Afghani cafe, an Indian fusion restaurant, and an Ethiopian restaurant. This downtown dining scene appeals to a wide array of tastes and meets the market demands of finer products and services. Along with the development of new research facilities and other major business operations, such as Nokia’s headquarters, with the university, we are truly becoming more global.

Where do you see the greatest opportunities for the area’s growth?

The biggest opportunity for growth involves offering diverse goods and services to the people who will be populating new construction, such as the HELIX, as well as other redevelopment projects throughout the city. With an increase in the population, there needs to be businesses and professional services that residents can reach on foot. Grocery stores, laundromats, and access to fun are all paramount. When you can introduce more recreation and special events, it is much more likely that people will stay longer and invest more into the local economy.

Is there any key legislation or regulation that is being monitored and could significantly impact the region’s tourism industry?

The tremendous investment by the state of New Jersey in our community has been incredibly important. This has included the redevelopment of the New Jersey Transit Train Station, which will now provide a welcoming gateway environment into our downtown, right across from the HELIX.

What are the key near-term priorities for the New Brunswick City Center and the overall tourism industry in New Jersey?

Our main focus will remain on the HELIX, the train station, and the recreational park. Year after year, we say that there is no better time to invest in New Brunswick because we continue to grow. We are incredibly proud of our designation as New Jersey’s Destination of the Year and are eager to amplify it to secure more opportunities for our thriving business community. 

The welcoming of the workers and residents to the HELIX property will be a game-changer for New Brunswick’s downtown. We’re rolling out the red carpet and cannot wait for the growth to come.

As a restaurateur, what has been the key to your success, and what advice would you give to those looking to establish businesses in New Brunswick?

In New Brunswick, destination dining draws crowds to renowned eateries that are often the sole reason for a visit. However, I believe the true essence of New Brunswick lies in making the city itself your destination. My restaurants embody this philosophy, offering diverse aesthetics and experiences—from expertly crafted cocktails by top mixologists at Clydz to enjoying a pint while catching a game at Tavern on George.

My top advice? Listen closely to your customers and adapt to their needs while staying true to your restaurant’s original vision. Fully commit to embedding your business in the city’s fabric, and that authenticity will resonate with patrons, naturally leading to success and profitability.

When you look at the restaurant industry overall in New Brunswick, what holes, if any, would you say still need to be filled as far as options for patrons?

New Brunswick, NJ, offers immense potential for restaurateurs due to its dynamic downtown and key assets. What I call its “natural resources” include two full-service hotels (The Heldrich and Hyatt Regency), top-notch Broadway-caliber theaters (State Theatre New Jersey and NBPAC), a leading academic institution (Rutgers University), and premier healthcare facilities like Robert Wood Johnson University Hospital. These elements make the city a prime location for restaurant expansion, attracting a diverse crowd and fostering opportunity.