Located at 125 Pioneer Plz, the Plaza Theatre Performing Arts Center recorded $64,261 in receipts for the latest month, topping its 12‑month average of $61,180. These figures place the venue modestly above typical Texas bar peers in El Paso, indicating solid market performance.
Based on trailing-12-month gross of $741,237, applying contribution margins of -5–32% and EBITDA multiples of 2.25–3.75×. Confidence: low. Not a formal appraisal — anchor for diligence conversations.
| Month | Total | Liquor | Beer | Wine | MoM |
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PLAZA THEATRE PERFORMING ARTS CENTER is a Mixed Beverage located in EL PASO, Texas. In August 2026, it reported $64,261 in total mixed beverage sales. Its average monthly sales over the last 12 months were $61,770. Its highest-grossing month in that period was June 2026 with $109,389 in sales. Sales have increased by 66% compared to earlier in the period. Its sales mix is approximately 56% liquor, 37% beer, and 7% wine. The establishment currently holds an Active TABC license. Its BoozeReports audit risk score is rated low with no significant compliance concerns detected.
125 PIONEER PLZ, EL PASO, TX 79901
Comparative gross-receipt heatmap for permits within ~1 mile. Brighter = higher monthly receipts.
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“Lovely theater with historic value and cozy vibes. Seating and decor is high-quality, and the staff is always wonderfully helpful and courteous. Make sure that if you're here for a show, leave your purse in the car or come with just your essentials in your pockets. Stadium bag rules apply here, and you will be turned away to put away your things if you try to take in a normal handbag.”
“We Love The Plaza Theatre! I have been coming here with my kids for over 20 years. We have seen Live off Broadway Shows and Orchestra performances. Always a great time! They do have a clear bag policy so plan appropriately for that. Have Fun and be sure to look up at the beautiful ceiling for stars glistening!”
“The theater is very nice and well maintained. You can tell it’s old but it has so much charm, my first time here and watched the nutcracker. The seats are a little crowded but it’s expected since the theater is older, and on the smaller side. The bar drinks are decently priced, and the “ spiked”hot cocoa that I got was delicious!”
“Beautiful theatre with an elegant and classical vibe. There is always something new and exciting coming to the plaza theatre! We have watched three different shows here and each have been equally amazing. Leave your pocketbook in the car and opt for bag that's smaller than 6"×4" as anything larger is prohibited. The staff are friendly and the theatre events makes for a lovely date night. Highly recommend!”
“Have attended multiple performances at the Plaza and the venue is truly a breathtaking venue in El Paso. Do yourself a favor and go catch a performance here and be prepared to be amazed.”
Aggregated from public reviews. Cached locally; may lag the live source by up to a week.