Instead, all marketing revolves around events. The menu is used to keep customers coming back, but it’s not what the brand highlights to attract new guests. “When you put it all together, we really present these new modern sports fans, much more gender neutral, with the full experience that makes coming to us to watch a game much more attractive than any other bar,” Ryan said. There’s an Ahi Tuna Tower (ponzu marinated ahi tuna, jasmine rice, avocado, true oil, sesame seeds, crispy onions) and Butter-Poached Lobster & Shrimp (rich, creamy mac & cheese topped with butter-poached lobster and shrimp). For food, Tom’s Watch Bar tries to go beyond the routine burgers, pizza, and wings. The chain offers 40-ounce beers, cocktails, beers on tap, and an approachable wine list. On the low side, the bar mixes 40 percent, but in most cases, the channel hovers at 50-60 percent. In terms of food and beverage, Tom’s Watch Bar features a big bar presence both indoors and outdoors. “The ability to broadcast multiple sports elements at the same time becomes a really competitive edge in the category,” Ryan said. Ryan said there are usually eight to 12 sports on at the same time, and sometimes as many as 15. Guests are attentive to sports beyond the big four (NFL, NBA, MLB, and NHL) they seek soccer, UFC, cricket, and rugby. Tom’s Watch Bar opts for 25 to 40-year-olds with household incomes between $80,000 and $100,000. ![]() Previously, the split was typically 75:25 male to female, but that’s shifted to roughly 50/50. The brand caters to a customer base that’s changed dramatically in recent years, Ryan said. The average buildout costs are $3 million to $3.5 million. Ryan said there’s no formulaic approach, but the brand going forward will try to keep it between 6,000 and 8,000 square feet. Stores range from 4,000 to 11,000 square feet. “Actually, as we go across the country now, they’re seeking us out.” “We build these partnerships, which really allows us to market directly to their fan bases, and it's that kind of target marketing and that kind of fan experience extension for the team brands that makes us really great partners for them,” Ryan said. Tom’s Watch Bar is the Official Game Day Headquarters for the Denver Nuggets, Colorado Rockies, and Colorado Avalanche, and the Minnesota Timberwolves, Minnesota Lynx, and Minnesota Wild. The proximity to sports facilities has created strong partnerships with professional teams. Others are based in casinos, like Ilani Casino in Washington State and Mohegan Sun in Connecticut. In Los Angeles, the concept is across the street from Arena (formerly known as the Staples Center), which houses the L.A. For instance, the restaurant in Denver is adjacent to Coor’s Field, home of the Colorado Rockies. Tom’s Watch Bar has grown to seven locations in six states and Washington, D.C., and most are nearby a major stadium or arena. So that whole approach-having highly curated screenplay-that allows us to forecast and lets our customer bases and families really engage us on their terms. “If you go to our website, which you can do right now, you can see what's going to be on all of our screens over the next few weeks and also what's going to be on our central screen. “This emerging new sports enthusiast customer is really looking for an experience and ability to plan that experience,” said Ryan, who started the chain in 2014 and is also one of the founding members of Smashburger. When a customer visits a specific location's website, they will find highlighted events and a full-blown calendar from Sunday to Saturday. The company chooses games through an artificial intelligence program that takes into account the demographics and popularity of local sports teams. On top of those features, the brand does something most sports bars don’t-forecast its programming two weeks ahead of time. If they’re not interested in the broadcasted play-by-play, there’s a personalized app letting customers hear a particular game on their phone. Tom’s Watch Bar also allows guests to customize their sound. Central to all of those options is an oversized stadium screen, which is “first and foremost the feature of how we bring sports to life for this next generation of sports enthusiasts,” Ryan said at this year's ICR Conference. The restaurant is known for its 360-degree viewing rooms, meaning dozens of television screens at every turn. It strives to be the ultimate sports-watching entertainment experience. ![]() Tom’s Watch Bar builds around the pitfalls of other sports bars, said cofounder Tom Ryan.
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