El Paso Rhinos

What El Paso Rhinos does

El Paso Rhinos is a privately held junior ice hockey organization founded in 2006 by former professional player Cory Herman, headquartered at the El Paso County Events Center in El Paso, Texas. The franchise operates two competitive teams — one in the NAHL (Tier II) and one in the NA3HL (Tier III) — fielding players aged 17-21 seeking NCAA and professional hockey pathways, supported by a multi-region scouting network spanning the U.S. and Canada. The core product portfolio centers on a 56-game regular season (28 home games), with revenue generated through a tiered ticketing model ($5 general admission to $30 balcony), season tickets, group sales, four luxury box rentals (30 seats each with catering), in-arena concessions (with profits directed to a youth hockey scholarship fund), an online merchandise store, game-worn themed jersey auctions, and $50 game-day ride experiences.

The organization's technology footprint is deliberately physical rather than digital: the RapidShot Hockey Training System, an automatic conveyor that returns real hockey pucks for shot and pass development, anchors player development at the home rink. Game-day operations include Chuck-A-Puck, Jerseys Off Our Backs, T-Shirt Cannon promotions, and full broadcast/videography teams. Complementary offerings include the Rhino Youth Hockey program (ages 6U through high school varsity, including Dallas Stars Learn to Play), Tryout Camps (Futures, Main Camp, Phoenix Pre Draft), the Skate Mates educational program (school-based mentoring), free field trips for El Paso County public schools, and mascot bookings.

The go-to-market relies on Ticketmaster online sales, the Coliseum box office, direct phone and email sales for season and group tickets, plus an active social media presence across Facebook, Twitter/X, Instagram, and YouTube. Marketing emphasizes community presence — 200+ annual appearances and 8,000+ volunteer hours annually — anchored by partnerships with local schools, hospitals, scouts, and small-to-mid-sized regional sponsors. Revenue is not publicly disclosed; the franchise is family-owned with no parent company, institutional investors, or known private equity backing.

Name

El Paso Rhinos

Legal name

El Paso Rhinos

Website

https://elpasorhinos.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

El Paso Rhinos is a privately held junior ice hockey organization founded in 2006, operating NAHL and NA3HL teams for NCAA-bound players aged 17-21 in El Paso, Texas, and generating revenue through ticketing, luxury suites, concessions, merchandise, and youth hockey programs.

Ownership category

akta.pro rank

Headquarters

HQ city

El Paso

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season tickets, group tickets, and luxury box rentals. Single game tickets range from $5 (General Admission) to $30 (Balcony Seats), with military receiving free admission.
2. Luxury Box Rentals: Four luxury boxes available for game viewing with 30 prime seats on the glass, including waiter/waitress service and food catering options
3. Concessions: Concessions stands run by the El Paso Rhinos with 100% of profit benefiting the youth hockey scholarship fund
4. Merchandise and Jersey Auctions: Online store sales and auction of game-worn jerseys featuring themed jerseys (Star Wars, Teenage Mutant Ninja Turtles, Valentines, Halloween, Military)
5. Game Day Experiences: Ride experiences on Rhino Razr or Zamboni during intermissions for $50 per ride

Pricing tiers

Distribution channels6 records

Marketing channels5 records

Core offering

The El Paso Rhinos operate a junior hockey franchise competing in the NAHL and NA3HL leagues, providing live game entertainment through ticket sales (single game, season, group, luxury box), concessions, merchandise sales and themed jersey auctions, youth hockey development programs, and community engagement initiatives. The organization sells tickets priced from $5 general admission to $30 balcony seats, and offers player development via the RapidShot Hockey Training System and tryout camps.

Product overview

El Paso Rhinos is a junior hockey organization offering a single-tier product portfolio centered on its NAHL competitive hockey team. The organization provides ticket-based products (single game, season, and group tickets), merchandise sales, youth hockey development programs, and community engagement initiatives. Key offerings include Tryout Camps, the Skate Mates Educational Program, the RapidShot Hockey Training System for player development, and Field Trip Programs. The organization operates from the El Paso County Events Center and maintains a youth hockey affiliation with the El Paso Hockey Association.

Differentiator

Problem solved

Functional benefit

Products and services

• El Paso Rhinos NAHL Team Junior hockey team competing in the North American Hockey League (NAHL) South Division, developing players aged 17-21 for NCAA hockey and professional advancement. The team plays a 56-game regular season with 28 home and 28 away games.
• Single Game Tickets Individual game admission tickets sold through Ticketmaster and the Events Center Box Office. Prices range from $5 general admission to $30 balcony seats, with free admission for active military, veterans, and law enforcement with valid ID.
• Season Tickets Full-season ticket packages offering exclusive seat locations, exclusive team contact, inside Rhino info, group discounts, EPHA discounts, and VIP parking passes.
• Group Tickets Discounted tickets for groups of 10 or more, including birthday party packages and corporate group options for attending games.
• Luxury Box Rentals Private luxury box rentals offering 30 prime glass seats, waiter/waitress service, and catering options for individual games or weekend packages. Four luxury boxes available.

Quantifiable outcome

• 90% home game sellout rate over four seasons with 37 consecutive sellouts from 2017-2019
• +2 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered minor.

• Speaking RockminorGTM or Marketing PartnerCorporate sponsor of the El Paso Rhinos hockey team, included in the list of website sponsors
• WestStarminorGTM or Marketing PartnerWebsite sponsor for the El Paso Rhinos organization
• MT NeedlesminorGTM or Marketing PartnerSponsor powering the T-Shirt Cannon promotion during games, included in in-game promotions
• Claude'sminorGTM or Marketing PartnerCorporate partner of the El Paso Rhinos
• Sheldrick Wildlife TrustminorStrategic or Co-development PartnerConservation partner; the Rhinos adopted Apollo, an orphaned wild rhino in Kenya, through this organization. Monthly updates provided about Apollo's growth and care.
• Precision Nexus NetworkminorGTM or Marketing PartnerSponsor of free military tickets program for all home games
• Hardy Hole DrillingminorGTM or Marketing PartnerSponsor of free Law Enforcement and First Responder tickets for Friday games
• Red Door Escape RoomminorGTM or Marketing PartnerSponsor of in-game promotions including In-Crowd promotions
• Western TechminorGTM or Marketing PartnerSponsor of in-game promotions
• Kern Place FloristminorGTM or Marketing PartnerSponsor of in-game promotions
• Rudy's BBQminorGTM or Marketing PartnerSponsor of in-game promotions
• Dyer Family DentalminorGTM or Marketing PartnerSponsor of in-game promotions
• Herndon's Gift ShopminorGTM or Marketing PartnerSponsor presenting Chuck-A-Puck promotion during second intermission
• Dallas StarsminorStrategic or Co-development PartnerDallas Stars Learn to Play Program offered through El Paso Hockey Association for youth hockey development
• Boy Scouts and Girl ScoutsminorGTM or Marketing PartnerCommunity partnerships for more than five years supporting youth development
• El Paso Children's HospitalminorGTM or Marketing PartnerCommunity partner receiving support through player visits and fundraising initiatives

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Odessa Jackalopes: NAHL South Division team in West Texas, geographically proximate to El Paso. Comparable as a junior hockey franchise in a smaller Texas market with similar community engagement and ticketed entertainment business model.
• Shreveport Mudbugs: NAHL South Division franchise in Louisiana, serving as a junior hockey team in a Southern non-traditional market. Comparable for similar community-oriented revenue model, ticket-based economics, and player development focus.
• Kenai River Brown Bears: NAHL franchise in Soldotna, Alaska, representing an extreme geographic market similar to El Paso's distance from traditional hockey geographies. Comparable for facing similar recruiting and operational challenges while serving a remote, non-traditional hockey market.
• New Mexico Ice Wolves: NAHL franchise based in Albuquerque, NM, serving a similar non-traditional Southwestern hockey market. Comparable as a regional peer with overlapping geography, similar climate-driven operational considerations, and parallel NCAA development mission.
• Corpus Christi IceRays: NAHL South Division peer also in Texas, operating a junior hockey franchise in a mid-sized Texas coastal market. Comparable business model with ticket sales, merchandise, and youth hockey development programs targeting NCAA pathways.
• Lone Star Brahmas: NAHL franchise based in North Richland Hills, Texas, competing in the South Division. Directly comparable as a Texas-based junior hockey team with similar operational scale, ticketed game-day model, and player development focus.
• Austin Bruins: NAHL franchise in Austin, Texas, in the same league tier with parallel junior hockey development model. Comparable as a Texas-based NAHL team offering player development, ticketed games, and community programs targeting NCAA pathways.
• North Iowa Bulls: NAHL franchise based in Mason City, Iowa, competing in the same league tier as the Rhinos. Comparable as a small-market junior hockey team offering ticketed games, merchandise, youth hockey programs, and NCAA development pathways in a geographically isolated market.
• Amarillo Wranglers: NAHL South Division rival also based in the Texas Panhandle. Directly comparable as a regional junior hockey franchise in a non-traditional market within the same league, with overlapping geographic recruiting territory and similar market dynamics to El Paso.
• Oklahoma Warriors: NAHL franchise based in Oklahoma City area, competing in the South Division. Comparable as a junior hockey team in a non-traditional Southern market with parallel revenue model centered on ticketing, concessions, and sponsorship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/El_Paso_Rhinos
• YouTubeyoutube.com/user/EPRhinosHockey
• Facebookfacebook.com/ElPasoRhinosHockey
• Instagraminstagram.com/el_paso_rhinos
• LinkedInlinkedin.com/company/el-paso-rhinos

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about El Paso Rhinos