Indiana Business Journal
Postseason run by Pacers is boom, baby, for sports-themed bar
By Dave Lindquist
June 4, 2025
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.”
