Coachella Valley Firebirds

Name

Coachella Valley Firebirds

Legal name

SHP Development LLC and Palm Springs Arena Company, LLC

Website

https://cvfirebirds.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment (Minor League Hockey)

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

akta.pro secondary industries

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Venue Booking, Ticketing & Event-Day Services (Box Office, Guest Services) (MPAKAEAO), Sports Events & Match Tickets (THAJAFAE)

Keywords

• Professional hockey entertainment
• Minor league sports tickets
• Team merchandise sales
• Premium arena seating
• Community youth hockey programs

Headquarters

HQ city

Palm Desert

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from selling tickets to regular season home games (36 games per season originally, 72 games in 2025-26 season) and playoff games. Includes season ticket memberships, individual game tickets, group tickets, and premium seating options.
2. Merchandise Sales: Sales of official team merchandise including authentic pro jerseys, replica jerseys, hats, hoodies, t-shirts, pucks, and other branded gear through the team store and online shop.
3. Premium Seating and Suites: Revenue from club seating, suites, and premium experiences at Acrisure Arena, including concert access for premium seat holders.
4. Concessions and Parking: Revenue from food, beverage, and parking services at home games and events at Acrisure Arena.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Coachella Valley Firebirds operates a professional AHL hockey franchise that delivers live game entertainment at Acrisure Arena in Palm Desert, California, as the AHL affiliate of the NHL's Seattle Kraken. Core revenue products are ticket sales (season ticket memberships, individual game tickets, group tickets, and playoff tickets), premium seating and suites, official team merchandise (authentic and replica jerseys, apparel, and collectibles), and in-arena concessions and parking. Community programs such as the One Valley Foundation, Stick To Reading, and Extinguish Bullying extend the franchise beyond game operations.

Product overview

The Coachella Valley Firebirds is an American Hockey League franchise and the primary product offering consists of live hockey entertainment. The core products include ticket sales for regular season and playoff games at Acrisure Arena, with season ticket memberships as the primary revenue driver. Additional offerings include premium seating options (suites and club levels), official team merchandise (authentic and replica jerseys), and fan engagement experiences through the Fan Zone program. The organization also conducts community outreach through educational programs (Stick To Reading, Extinguish Bullying) and street hockey initiatives. As a sports entertainment company, the products are centered on in-person attendance, merchandise sales, and community engagement rather than a traditional SaaS or technology platform.

Differentiator

Problem solved

Functional benefit

Brands

• Fuego: Official team mascot of the Coachella Valley Firebirds, featuring anti-bullying programs for elementary school students (Extinguish Bullying: Fuego's Anti-Bullying Operation).
• Jr. Firebirds
• One Valley Foundation
• Los Firebirds

Products and services

• Season Ticket Memberships Full-season and partial-season ticket packages offering access to all regular-season home games at Acrisure Arena with member-only benefits including priority playoff access, exclusive events, ticket and parking discounts, and automatic membership renewal.
• Individual Game Tickets and Group Tickets Single-game and group ticket sales for Firebirds home games and playoff games, sold through Ticketmaster and the Acrisure Arena box office.
• Premium Seating and Club Access

Quantifiable outcome

• Advanced to Pacific Division Finals in 2025-26 season, fourth straight playoff appearance
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• Spotlight 29 CasinocoreStrategic or Co-development Partner · 14 April 2026Acrisure Arena and Spotlight 29 Casino expanded their longstanding partnership with premium naming rights. The premium seating level was renamed the Spotlight 29 Premium Level. Spotlight 29 Casino is a founding partner of the organization.
• Seattle KrakencoreStrategic or Co-development PartnerThe Coachella Valley Firebirds are the proud American Hockey League affiliate of the NHL Seattle Kraken. This partnership provides player development opportunities, coaching staff exchange, and a direct pathway for prospects to reach the NHL level.
• One Valley FoundationcoreStrategic or Co-development PartnerThe charitable arm of the Firebirds organization. Partners with the team on community initiatives including the Teddy Bear Toss, Season of Giving canned food drive, and youth sports programs.
• Stand TogetherminorStrategic or Co-development PartnerPhilanthropic community organization that tackles root causes of social problems. Partnered with Firebirds on the Street Hockey program bringing hockey to kids across the Coachella Valley through after-school programs.
• California Bank & TrustminorStrategic or Co-development PartnerPartnered with the Firebirds on the Stick to Reading program that has reached over 22,000 K-5 participants from Coachella Valley Unified, Palm Springs Unified and Desert Sands Unified Elementary Schools.
• FIND Regional Food BankminorStrategic or Co-development PartnerPartners with the Firebirds on the Season of Giving canned food drive, collecting donations at Acrisure Arena events to support food security in the Coachella Valley.
• Acrisure ArenacoreStrategic or Co-development PartnerHome arena of the Coachella Valley Firebirds. State-of-the-art venue in Palm Desert, CA hosting hockey games, concerts, and community events.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform for Firebirds tickets, including season tickets, individual game tickets, and playoff tickets.
• The General Air Conditioning and PlumbingminorGTM or Marketing PartnerPresented the fourth annual Teddy Bear Toss Night, a key community event where fans throw teddy bears on the ice after the first Firebirds goal.
• ToyotaminorGTM or Marketing PartnerPresented Fan Fest events at Acrisure Arena Plaza, featuring carnival games, street hockey, photos with mascot Fuego, and live music.
• Taproom 29 at Spotlight 29 CasinominorGTM or Marketing PartnerOfficial watch party location for away playoff games, featuring giveaways and special appearances.
• Burgers & Beers (Rancho Mirage and La Quinta)minorGTM or Marketing PartnerOfficial watch party locations for away playoff games featuring giveaways and special appearances.
• VerizonminorGTM or Marketing PartnerFounding sponsor of the Coachella Valley Firebirds.
• Alaska AirlinesminorGTM or Marketing PartnerFounding sponsor of the Coachella Valley Firebirds.
• LiUNA!minorGTM or Marketing PartnerFounding sponsor of the Coachella Valley Firebirds - labor organization focused on workforce development and training.
• Berger FoundationminorGTM or Marketing PartnerFounding sponsor of the Coachella Valley Firebirds. The Berger Foundation Iceplex adjoining Acrisure Arena opened in December 2022.
• Eisenhower HealthminorGTM or Marketing PartnerFounding sponsor of the Coachella Valley Firebirds.
• Oak View GroupminorStrategic or Co-development PartnerParent company/operator of Acrisure Arena and the Firebirds organization.
• Sonoma County WinegrowersminorStrategic or Co-development PartnerPresented the Second Annual Cactus Cup College Hockey Tournament at Acrisure Arena featuring NCAA Division-I teams.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Seattle Kraken: The NHL parent affiliate that controls the Firebirds' roster pipeline, coaching staff promotions, and player-development mandate. Operates at the next tier of professional hockey and is the principal counterparty shaping the Firebirds' on-ice product and competitive positioning.

Direct peers

• Henderson Silver Knights: AHL Pacific Division team and affiliate of the Vegas Golden Knights, playing at Lee's Family Forum in Henderson, NV. Comparable newer-franchise expansion peer with similar entertainment-first arena positioning in a non-traditional market.
• San Jose Barracuda: AHL Pacific Division team and affiliate of the San Jose Sharks, playing at Tech CU Arena. Direct divisional peer that the Firebirds actively compete against in the standings and that overlaps with the Firebirds' Northern California corporate sponsor base.
• Ontario Reign: AHL Pacific Division rival and AHL affiliate of the LA Kings, playing at Toyota Arena in Ontario, CA. Closest geographic and divisional peer to the Firebirds, with overlapping corporate markets in Southern California and competing for Pacific Division playoff positioning.
• San Diego Gulls: AHL Pacific Division team and affiliate of the Anaheim Ducks, playing at Pechanga Arena San Diego. Direct divisional competitor with similar California market dynamics, sharing sponsor pools and competing for fan attention in the Southern California sports landscape.
• Bakersfield Condors: AHL Pacific Division team and affiliate of the Edmonton Oilers, playing at Mechanics Bank Arena in Bakersfield, CA. California-based divisional peer with a similar mid-market arena operating model.
• Colorado Eagles: AHL Pacific Division team and affiliate of the Colorado Avalanche, playing at Blue Federal Credit Union Arena in Loveland, CO. Pacific Division peer completing the divisional comparison set with a comparable mid-market arena operation.
• Tucson Roadrunners: AHL Pacific Division team and affiliate of the Utah Hockey Club (formerly Arizona Coyotes), playing at Tucson Arena. Another Pacific Division peer serving as the NHL development affiliate in a Sun Belt market similar in climate and demographics to the Coachella Valley.
• Abbotsford Canucks: AHL Pacific Division team and affiliate of the Vancouver Canucks, playing at the Abbotsford Centre in British Columbia. Pacific Division rival with a comparable modern arena footprint and similar player-development mandate.
• Calgary Wranglers: AHL Pacific Division team and affiliate of the Calgary Flames, playing at Scotiabank Saddledome. Pacific Division peer sharing the same player-development role for an NHL franchise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/firebirds
• Facebookfacebook.com/firebirds
• LinkedInlinkedin.com/company/coachella-valley-firebirds

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Coachella Valley Firebirds