Denver — Tom’s Watch Bar has appointed Shannon McNiel as chief executive officer, effective immediately. McNiel, previously co-CEO and an experienced operator who has led the brand since November 2024 in close partnership with co-CEO Brooks Schaden, will now lead Tom’s Watch Bar as the brand continues to evolve and strengthen its position as a leading concept in the consumer entertainment and sports experience category.
Schaden will return to his role as CEO at SIF Partners, the investment firm that owns Tom’s Watch Bar, and will continue to support the brand as a member of the board of directors and ownership group. Rick Schaden will remain as executive chairman.
“Over the last decade, Tom’s Watch Bar has grown into a profitable entertainment and experience concept with venues in major cities across the U.S. and with fans around the world,” says Schaden. “I’ve worked with Shannon for many years and have deep faith in his ability to develop great teams and deliver results, and I believe he is the right person to lead Tom’s Watch Bar.”
Since 2014, McNiel has played an instrumental role in building Tom’s Watch Bar into a successful multi-unit brand. He previously served as the company’s chief operating officer and has decades of senior leadership experience from several well-known restaurants, including Texas Roadhouse, Bubba’s 33, Cheddar’s Scratch Kitchen and Darden.
Founded in 2014 and now operating nearly 20 locations across 13 states and Washington D.C., Tom’s Watch Bar is rapidly expanding across major U.S. cities and entertainment hubs. The company expanded its footprint by nearly 50% in 2025. For more information, visit www.tomswatchbar.com.
SOURCE: Tom’s Watch Bar