SCCG Management, a leading gaming consultancy firm, has announced a strategic partnership with Tom’s Watch Bar, a fast-growing chain of sports entertainment bars and restaurants. This collaboration aims to support Tom’s Watch Bar as it expands its operations across the United States, focusing on tribal and retail casinos. The partnership underscores the synergy between Tom’s Watch Bar’s unique sports entertainment concept and SCCG’s extensive expertise in driving growth within the gaming industry.
Founded in 2014, Tom’s Watch Bar is renowned for its large-format sports bar experience, offering patrons an immersive, high-energy atmosphere tailored to sports fans. With a current portfolio of multiple locations across the U.S., the company is slated to open eight new restaurants by 2025, with a further goal of opening six new units with a recently secured financing facility. This expansion will be supported by SCCG’s management expertise and its wide network within the gaming and entertainment industry.
Why the Partnership is Significant
This partnership is particularly notable for its potential to blend the traditionally separate worlds of sports entertainment bars and casinos. By collaborating with SCCG Management, Tom’s Watch Bar gains access to a highly specialized and well-connected consultancy that has a strong track record of driving business growth in gaming properties.
Stephen Crystal, founder and CEO of SCCG Management, highlighted the strategic alignment between the two entities:
“Partnering with Tom’s Watch Bar allows us to bring unparalleled sports bar experiences to tribal and retail casinos. Their innovative approach and proven success in the industry align perfectly with our mission to drive growth and maximize revenue for our partners. We look forward to supporting their expansion and enhancing the entertainment offerings in gaming properties.”
This statement reflects SCCG’s broader vision to bring unique experiences to gaming properties, enhancing customer engagement and driving revenue through strategic alliances. In this case, SCCG’s focus on creating dynamic, multi-dimensional entertainment environments in casinos aligns perfectly with Tom’s Watch Bar’s high-energy sports bar concept, which has already proven successful in casino environments.
Tom’s Watch Bar: A Rising Star in Sports Entertainment
Since its founding, Tom’s Watch Bar has steadily grown into a popular destination for sports fans, thanks to its commitment to providing a superior viewing experience. Featuring wall-to-wall screens and state-of-the-art audio-visual technology, these venues allow customers to watch multiple sporting events simultaneously, all in a vibrant, socially engaging setting.
Their expansion into gaming properties, including casinos, aligns with their business model of creating spaces that cater to the growing demand for unique, interactive experiences in sports entertainment. According to SCCG, the partnership will provide Tom’s Watch Bar with the “necessary expertise and connections to expand their presence in tribal and retail casinos successfully.” This will allow them to further scale their operations while maintaining the quality of service and atmosphere that has driven their success.
Greg MacDonald, chief brand officer at SCCG Management, emphasized the importance of expertise and industry connections for their partners:
“With over 33 years of experience in the gaming industry, SCCG Management specializes in driving growth and maximizing revenue through strategic partnerships. SCCG will provide Tom’s Watch Bar with the necessary expertise and connections to expand their presence in tribal and retail casinos successfully.”
This long-standing experience is expected to help Tom’s Watch Bar smoothly transition into new markets while building on its existing strengths.
The Expansion Plan: New Financing and Growth Targets
A key driver of this partnership is Tom’s Watch Bar’s aggressive expansion plan, which includes the opening of six new units as part of a broader growth strategy. To facilitate this, Tom’s Watch Bar has recently secured a significant increase in its bank facility, enabling the company to fund this expansion effectively.
The financing deal, brokered with the help of a newly hired specialized investment bank, reflects growing confidence in the brand’s potential to succeed in new markets, particularly within gaming and casino environments. By 2025, Tom’s Watch Bar aims to operate eight new locations, further solidifying its footprint as a leader in sports entertainment venues.
Why Casinos Are a Perfect Fit for Tom’s Watch Bar
The integration of Tom’s Watch Bar into casino properties is more than just a natural fit—it represents a broader trend in the gaming industry toward creating more diverse and engaging environments for patrons. Traditionally, casinos have relied on slot machines, table games, and sports betting as their core offerings. However, in recent years, there has been a growing emphasis on enhancing the overall entertainment experience to attract a wider demographic.
By offering sports bars like Tom’s Watch Bar within casino environments, operators can appeal to a broader range of customers, including sports fans who might not necessarily be interested in gambling but are drawn to the high-energy atmosphere of a large-format sports bar. In addition, these bars provide opportunities for cross-promotion, with casino patrons incentivized to watch sporting events, bet on games, and enjoy the social aspect of the sports bar experience.
The immersive design of Tom’s Watch Bar, featuring large screens and multi-event broadcasting capabilities, perfectly complements the casino environment, providing additional entertainment options for patrons. This, combined with SCCG’s strategic insights and connections in the casino industry, creates a compelling proposition for casino operators looking to diversify their offerings.
SCCG’s Role in Driving Growth
SCCG Management has a long history of helping businesses navigate the complexities of the gaming industry. From regulatory compliance and strategic planning to marketing and revenue optimization, SCCG offers a full suite of consultancy services that are designed to help its partners maximize their potential. In partnering with Tom’s Watch Bar, SCCG will leverage its extensive network within the tribal and retail casino sectors to help the sports bar chain expand efficiently and profitably.
The consultancy firm’s deep industry knowledge is invaluable to Tom’s Watch Bar, particularly as they seek to enter markets that are heavily regulated and competitive. By utilizing SCCG’s connections and expertise, Tom’s Watch Bar can mitigate the risks associated with expansion while capitalizing on new opportunities for growth.
What’s Next for Tom’s Watch Bar and SCCG Management?
The future looks bright for both Tom’s Watch Bar and SCCG Management. With a solid expansion plan in place and the financial backing to support it, Tom’s Watch Bar is well-positioned to capitalize on growing demand for unique, entertainment-driven experiences in casinos and gaming properties. Meanwhile, SCCG will continue to play a pivotal role in helping the company scale, ensuring that both partners achieve their shared goal of driving growth and maximizing revenue in this fast-evolving market.
As gaming properties increasingly look to diversify their entertainment offerings, the partnership between SCCG Management and Tom’s Watch Bar could serve as a blueprint for how strategic alliances can create new opportunities for both growth and customer engagement. The expansion into casinos represents a significant milestone for Tom’s Watch Bar, positioning it as a key player in the broader entertainment and gaming ecosystem.
The partnership between SCCG Management and Tom’s Watch Bar is a strong example of how strategic partnerships can leverage unique business models to unlock new opportunities in the entertainment and gaming industry. With SCCG’s expertise and Tom’s Watch Bar’s proven concept, the collaboration is poised to accelerate growth, enhance customer experiences, and create new revenue streams for both parties.
By focusing on expansion within tribal and retail casinos, this partnership is not only about increasing the number of locations but also about enhancing the overall customer experience in these properties. With a shared commitment to innovation, growth, and customer engagement, SCCG Management and Tom’s Watch Bar are set to reshape the landscape of sports entertainment within gaming properties.