Tom’s Watch Bar, a Colorado-based ports watching eatertainment concept, has named Brooks Schaden and Shannon McNiel as co-CEOs. Both are co-founders of the growing chain, along with fellow industry veterans Tom Ryan and Rick Schaden, both of whom remain with the company as board members and active advisors
Schaden remains chairman of the board.
"Brooks and Shannon have demonstrated the strength of their partnership over the past seven years, together successfully driving Tom's Watch Bar's growth to 12 – soon to be 13 – high[1]performing locations that bring an entirely new take on an elevated sports-viewing experience," Schaden said in a statement. "Their complementary expertise and unified vision will accelerate the company's aggressive national expansion plans through 2025 and beyond."
Schaden and McNiel previously served as chief financial officer and chief operating officer, respectively, playing integral roles in the company's development since its founding in 2018.
Schaden brings decades of entrepreneurial, private equity, and investment banking experience, including roles at Merrill Lynch, ABN-AMRO, and in the development of Smashburger during its high growth phase. He was directly involved in Smashburger’s eventual sale to Jollibee Foods in 2018.
"As co-CEO, I'm energized to build on our tremendous momentum, having grown from a single location to 13 thriving venues in just five years," Schaden said in a statement. "Shannon and I share a clear vision for accelerating our national expansion and growing our sports partnerships around the country. I look forward to working together to deliver the premium sports entertainment experience our markets demand."
McNiel has decades of senior leadership positions at restaurant brands, including Texas Roadhouse, Bubbas 33, Cheddar's Scratch Kitchen, and Darden.
"I will remain focused on scaling the operational excellence and building the culture that has driven our success and consistently earned us top guest satisfaction scores," McNiel said in a statement. "Building on our proven playbook, we'll continue setting new standards for the premier sports viewing experience in every market we enter."
"Brooks and Shannon have been the instrumental core in building Tom's Watch Bar into the thriving brand it is today," Ryan added in a statement. "I'm confident their combined leadership will propel the company to even greater heights as we embark on this exciting new chapter."
Tom’s Watch Bar features a high-energy atmosphere with an expansive drink menu and an upscale menu aimed at replicating the experience of watching sports live from a stadium. The locations include a signature 360-degree viewing environment, anchored by a central stadium screen and hundreds of HD displays. The concept now operates 13 locations nationwide with aggressive expansion plans, including an Indianapolis location scheduled to open by the end of this year.
Contact Alicia Kelso at [email protected]
