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Road games have worked out well for the Indiana Pacers this postseason, and sports-themed Tom’s Watch Bar in downtown Indianapolis also thrives when the NBA’s Eastern Conference champions play out of town.
Brooks Schaden, co-CEO of Denver-based Tom’s Watch Bar, said crowds have flocked to the 450-capacity restaurant that opened in December at 140 S. Illinois St.
“We’ve seen an incredible lift both when the Pacers are in town and, even more importantly, when they’re away,” Schaden told IBJ. “We’ve been almost as busy during away games as we have been during in-town games.”
Thursday’s Game 1 of the NBA Finals is another road contest for the Pacers, who visit the Western Conference’s representative, the Oklahoma City Thunder. So far, the Pacers have won six of eight away games this postseason.
Game 2 is scheduled for Sunday in Oklahoma City, followed by two guaranteed games hosted by the Pacers at Gainbridge Fieldhouse on June 11 and June 13.
Patrick Tamm, CEO of the Indiana Restaurant & Lodging Association, said the games are arriving at a good time for local businesses.
“June was expected to be a pretty tough month, particularly for downtown Indianapolis,” Tamm said. “Not as many events, groups and conventions are scheduled.”
Beyond fans gathering at bars and restaurants to watch the games on television, the Pacers-Thunder series presents a situation in which reporters and TV crews need places in Indianapolis to eat and stay overnight.
“It takes a lot of people and a lot of equipment to pull those shows off,” Tamm said. “It’s also not just what you see on TV. It’s the radio broadcast, the podcasts and the international aspect of the NBA Finals. It’s an international game.”
Tom’s Watch Bar locations are found in cities such as Los Angeles, Phoenix and Las Vegas. Schaden said Indianapolis was a good spot for expansion because multiple generations of fans have supported the Pacers and the NFL’s Colts.
In July, Indianapolis will host the WNBA All-Star Game. Next spring, the city will host the NCAA men’s basketball Final Four.
“In the past, sports bars were based on just football or a couple of events going on,” Schaden said. “Having lots of events throughout the entire calendar year is what makes Indianapolis such a fantastic location for us.”
On Tuesday, The Sports Bra—a sports-themed bar billed as the first concept to only show telecasts of women’s competitions—announced plans to expand to Indianapolis.
Tom’s Watch Bar executive Schaden said he appreciates the Pacers’ postseason run.
“I often joke that all of my team affinities are now where we have locations,” Schaden said. “I very quickly became a Pacers fan and a Fever fan.”
Tom’s Watch Bar offers more than 140 screens for viewing in its 11,700-square-foot space at the base of a Circle Centre parking garage. A Planet Hollywood location opened there in 1997, followed in 2000 by Ram Restaurant & Brewery and in 2021 by Goodwood Brewing & Spirits.
Schaden said Tom’s Watch Bar typically enhances communal viewings of big games with DJs, mascots and merchandise vendors.
“It’s not just, ‘Open the doors and sell food and alcohol,’” Schaden said. “Our goal is to be a much better experience than sitting at home, watching on your couch.”
At the Garage Food Hall, a 30,000-square-foot marketplace that opened in 2021 as part of Mass Ave’s Bottleworks District, the Pacers’ success is a reason to celebrate.
General Manager Caralyn Wogan said she’s seen an increase in visitors during recent games.
The Garage features a jumbo viewing screen in the south end of the food hall as well as a 95-inch television that’s accessible in a dining room.
The 22-vendor lineup at the Garage, which features seating for 350, includes Hard Truth Distilling, Axle’s Garage Tap, Lil’ Dumplings Noodle Bar and J’s Lobster & Fish Market.
“All of our businesses are smaller entrepreneurs,” Wogan said. “This is very impactful to them and helping, especially in an economy that’s having some struggles here and there. It’s nice that this can directly support their business.”
Wogan said Pacers games are making night owls of Garage staffers. Although the food hall normally closes at 9 p.m. on Thursdays, hours will be extended for viewing of Game 1—which tips off at 8:30 p.m.
The Garage stayed open late on May 31, when the Pacers eliminated the New York Knicks in Game 6 of the Eastern Conference finals.
“We do have our hard hours for closing, but we kept the game on,” Wogan said. “A couple of tenants stayed open, and the energy in the space was amazing.”
The Pacers’ home arena, Gainbridge Fieldhouse, will host its own public watch party for Thursday’s Game 1. Admission is $5, with all proceeds benefitting the Pacers Foundation. For more information, visit nba.com.
NBA Finals series schedule
— Game 1 in Oklahoma City: Thursday, June 5, 8:30 p.m.
— Game 2 in Oklahoma City: Sunday, June 8, 8 p.m.
— Game 3 in Indianapolis: Wednesday, June 11, 8:30 p.m.
— Game 4 in Indianapolis, Friday June 13, 8:30 p.m.
— Game 5 in Oklahoma City, Monday, June 16, 8:30 p.m. (if necessary)
— Game 6 in Indianapolis, Thursday, June 19, 8:30 p.m. (if necessary)
— Game 7 in Oklahoma City, Sunday, June 22, 8 p.m. (if necessary)
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The Sports Bra – Love the concept but that name is bad…
Do you even Sports, Bra?