Pico Rivera Sports Arena

What Pico Rivera Sports Arena does

Pico Rivera Sports Arena is a live entertainment venue located at 11003 Rooks Road, Pico Rivera, California, operated by La Noria Entertainment Inc. The business is purpose-built around the Latino community in Southern California and runs jaripeos (Mexican-style bull riding / rodeo), charreadas (traditional Mexican charro competitions), regional Mexican music concerts in banda, norteño, and sinaloense genres, and cultural festivals. The venue has hosted decades of programming with prominent regional Mexican artists including Banda MS, La Septima Banda, Norteñísimo, and Alejandro Fernández, and has cultivated a consumer brand franchise called "Picolandia" that now includes multiple themed event series (World Festival, Magical Night, Love, Summerween, Halloween).

The company's product surface is the venue itself combined with curated event programming, with the ticket transaction processed through the See Tickets third-party platform under an affiliate link. The underlying technology stack is minimal: a Squarespace-hosted marketing site (with a newly launched dedicated picoriverasportsarena.com domain) plus standard social media channels (Facebook, Instagram, a dedicated La Noria TV YouTube channel) and an email newsletter. There is no proprietary software, app, or technology platform; the venue itself, its relationships with artists, and its community standing are the assets.

Revenue mechanics consist of two streams: ticket sales on a transaction/take-rate basis via See Tickets, and on-site food and beverage sales operated through third-party vendor partners including La Valentina Mexican Grill, El Mariachi Restaurant, and Birrieria Hernandez. Beverage sponsorships (Constellation's Corona/Modelo/Pacífico/Victoria portfolio, Tito's Vodka, Centenario Tequila) provide additional on-site activation revenue. The pricing model is per-event with general-admission and VIP options; ticket pricing is not publicly disclosed. Distribution is regional (Southern California / Los Angeles metro), and the customer segment is the Spanish-speaking Latino audience interested in traditional Mexican entertainment.

Name

Pico Rivera Sports Arena

Legal name

La Noria Entertainment Inc.

Website

https://lanoria.tv

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Pico Rivera Sports Arena is a single-site live entertainment venue in Pico Rivera, California, operated by La Noria Entertainment Inc., hosting jaripeos, charreadas, regional Mexican music concerts, and cultural festivals for the Latino community in Southern California, with ticket sales via See Tickets and on-site food and beverage vendor partners.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Concession & Stadium / Arena Catering (THAFAIAG), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Live event venue
• Mexican rodeo entertainment
• Cultural event hosting
• Concert ticket sales
• Latin music events

Headquarters

HQ city

Pico Rivera

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event ticket sales: Primary revenue from ticket sales for concerts, jaripeos, charreadas, and cultural events. Tickets sold through See Tickets platform.
2. Food and beverage sales: On-site food and beverage sales including partner restaurants like La Valentina Mexican Grill, mariscos, and cocktails.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pico Rivera Sports Arena is a single physical entertainment venue in Pico Rivera, California that hosts jaripeos (Mexican rodeo/bull riding events), charreadas (traditional charro competitions), regional Mexican music concerts (banda, norteño, sinaloense), and cultural festivals targeting the Latino community in Southern California. Tickets are sold per event through the See Tickets online platform, with on-site food and beverage offerings provided through partner restaurants (La Valentina Mexican Grill, mariscos and cocktail vendors). The venue operates under the "Picolandia" branded event series for jaripeo and festival programming.

Product overview

Pico Rivera Sports Arena is a single entertainment venue operated by La Noria Entertainment, offering a unified event hosting service for the Latino community. The venue specializes in jaripeos (Mexican rodeo), charreadas (charrería), and musical/cultural events. The primary products include the venue itself and the Picolandia branded festival series. Events are ticketed through third-party platforms and promoted via the La Noria brand across multiple social media channels.

Differentiator

Problem solved

Functional benefit

Brands

• Picolandia: Branded event series featuring concerts, jaripeos, and musical festivals at Pico Rivera Sports Arena

Products and services

• Pico Rivera Sports Arena (Venue Event Hosting)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• La NoriacoreStrategic or Co-development PartnerLa Noria Entertainment Inc is the parent/entertainment company operating Pico Rivera Sports Arena. Manages event programming, artist bookings, and venue operations. Website: lanoria.tv
• Corona (Modelo, Pacífico, Modelo Oro, Negra Modelo, Victoria)minorOthersBeverage brand partnership providing beer products at events
• Tito's VodkaminorOthersSpirits brand partnership for cocktails and beverages at venue events
• CentenariominorOthersTequila brand partnership for events
• Leonardo's NightclubminorOthersRelated entertainment venue listed as partner/friend
• La Boom NightclubminorOthersRelated entertainment venue listed as partner/friend
• La Valentina RestaurantminorOthersOn-site food vendor partner providing Mexican Grill, mariscos, cocktails; mentioned in social media posts as @lavalentinamexicangrill
• El Mariachi RestaurantminorOthersRestaurant partner providing food service at events
• Birrieria HernandezminorOthersBirria food vendor partner at events
• San Gabriel MarketminorOthersMarket/grocery partner for community events
• Adriana's InsuranceminorOthersInsurance partner listed in sponsors section

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Crypto.com Arena: Los Angeles' flagship arena hosting concerts and live events. Comparable to Pico Rivera Sports Arena as a large-capacity SoCal entertainment venue, though Crypto.com Arena operates at a much broader, mainstream programming level rather than the Latino cultural niche.
• Microsoft Theater: LA Live entertainment theater hosting concerts, awards shows, and live events. Comparable as a downtown Los Angeles live-entertainment venue competing for the same regional concert and event market.
• SoFi Stadium: Massive multipurpose SoCal stadium in Inglewood hosting NFL games and major concerts. Comparable as the largest SoCal entertainment venue competing for premium touring content and event sponsorships in the same metro.
• The Forum: Inglewood concert and event arena owned by Steve Ballmer. Comparable as a large-capacity SoCal entertainment venue that frequently books the same touring Latin and regional Mexican music artists as Pico Rivera Sports Arena.
• YouTube Theater: SoFi Stadium-adjacent live entertainment theater in Inglewood hosting concerts and events. Comparable as a SoCal event venue competing for similar concert-goers, though YouTube Theater targets a broader mainstream audience.
• BMO Stadium: Los Angeles multipurpose stadium for soccer, concerts, and entertainment events. Comparable as a SoCal event venue competing for similar concert-goers and live-event programming calendars, though it operates at a broader mainstream level rather than Latino-specific.

Regional players

• Honda Center: Anaheim-based arena hosting NHL games, concerts, and family shows. Comparable as a major Southern California indoor venue competing for headline touring acts and entertainment spend in the same regional market.
• Mechanics Bank Arena: Bakersfield, California arena hosting concerts and live events with a strong Latino and regional Mexican music programming tradition. Comparable as a Central/Southern California regional entertainment venue targeting a similar demographic and musical programming niche.
• Toyota Arena: Ontario, California indoor arena hosting concerts, family shows, and sporting events. Comparable as a Southern California event venue competing for the same touring artists and regional entertainment audiences as Pico Rivera Sports Arena.
• National Orange Show Events Center: San Bernardino, California fairgrounds and events center hosting jaripeos, rodeos, concerts, and cultural festivals. Comparable as a Southern California regional venue that directly competes with Pico Rivera Sports Arena for jaripeo programming and Latino cultural events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZgOZKCXxYGnVsI9ycXNcHg
• Facebookfacebook.com/PicoRiveraSportsArena
• Instagraminstagram.com/pico_rivera_sportsarena
• LinkedInlinkedin.com/company/la-noria-entertainment

Revenue estimate

Valuation estimate

Number of profiles

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 Pico Rivera Sports Arena