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Wellrock to Fund Travis Croxton’s RockSalt Restaurants

FREDERICK MD – Wellrock Capital Partners’ Food Fund has reached an agreement with Travis Croxton to fund the opening of four (4) RockSalt restaurants. The deal provides the necessary capital for Croxton to bring his unique “farm-to-table” seafood and oyster bar restaurants to Charlottesville VA, Asheville NC, Fairfax VA and Charlotte NC. The first site in Charlottesville VA is scheduled to open in September of this year with the remaining three fully completed by April of 2015.

“We are thrilled to support Travis in this amazing project”, says Dennis Hoffman, Co-Founder and Managing Director at Wellrock Capital Partners. “I’d heard the legend of Travis Croxton long before I met him. And Travis deserves every bit of praise he gets. RockSalt brings together the best of his expertise as a farmer, restaurateur and entrepreneur.”

Each RockSalt will have connections to food and cuisines native to their respective locations. At the heart of each will be the Raw Bar with oysters sourced directly from Croxton’s own Rappahannock Oyster Company farms on the Chesapeake. In addition to the raw bar, there is a large focus on a wood-fired grill that will showcase local seafood, produce and protein.

“It is important to me that the local community truly connects with each restaurant,” says Travis Croxton. “This starts with sourcing from local farms and producers and bringing their wares to the forefront of our restaurants. We want to promote them on a large scale and our success will be tied directly to their success. Our oysters simply get the conversation started.”

RockSalt Charlottesville is located at the new Shops at Stonefield Town Center at the intersection of Hydraulic Road and Rt 29. Guests will have the choice of sitting in front of the enormous raw bar, taking in the community with full outdoor patio seating, traditional indoor seating overlooking an open kitchen or even at our outdoor bar connected to the restaurant through our rollup window. In total, there are about 150 great seats to be had at Rocksalt Charlottesville with an upscale casual atmosphere that is perfect for anything ranging from special occasions or business meetings to simple get-togethers.

About Travis Croxton: Recognized by Food & Wine magazine with the 2005 Tastemaker’s Award and in 2013 by Zagat as one of the “24 Restaurant-World Power Players Around the U.S.” Travis Croxton is the co-owner of Rappahannock River Oysters, LLC in Virginia ( His current restaurants include Merroir (Topping, VA), Rappahannock (Richmond, VA), Rappahannock Oyster Bar (Washington, DC) and partners with Derek Brown at both Eat the Rich and Southern Efficiency (also in Washington, DC).

About Wellrock Capital Partners: Based in Frederick, MD, Wellrock Capital Partners is a boutique investment firm specializing in connecting investors and resources with small and medium sized companies that need additional funding to reach their potential. The Wellrock Food Fund was launched in August of 2014 to focus specifically on investments in top chefs and restaurateurs. To learn more about the fund and investing opportunities go to

Swallow the Money

Dennis Hoffman just wanted a better restaurant in his neighborhood. And in late 2007, his good friend Hilda Staples, now a managing partner in the restaurants of chefs Bryan Voltaggio and Mike Isabella, approached him about investing in her first place, Volt. Hoffman, who works in private equity, had been friends with Staples’ husband, Jonathan… Continue Reading

StraightLine Direct Marketing

FOR IMMEDIATE RELEASE On August 1, 2013, Wellrock Capital Partners announced the acquisition of Engage Printing, LLC; headquartered in Frederick, MD.   In an expansion of scope and resources a new entity was created and will be re-branded as StraightLine Direct Marketing. StraightLine’s production facility currently houses both web printing and mailing equipment. Under Wellrock’s new… Continue Reading