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Financials

MB1070028
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The Plaza Hotel Pioneer Park

106 W MILLS AVE, El Paso, TX 79901 · TABC MB1070028

Mixed Beverage El Paso Market Enriched 2026-05-24
$2,036,349 Annual gross (L12M) ▲ 0.4% latest MoM Click for monthly detail
$169,696 Avg monthly ▲ 1.1% latest vs avg Click for monthly detail
~38% Est. net margin (likely) $779,292/yr est. net Click for cost model
$1,948k–$2,036k Est. acquisition range 0.98× annual gross (blended) Click for valuation methods
Liquor sales only — total revenue is higher
Every dollar on this page comes from Mixed Beverage Gross Receipts filings — the alcohol portion of total sales. For a Honky-Tonk, liquor is typically only 80–95% of total business revenue. Beer + cover charges; food minor. Estimated total revenue (rough): $2,143,525 – $2,545,436/year. Treat the valuation below as a screening estimate based on the alcohol portion alone.
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Executive Summary

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The Plaza Hotel Pioneer Park is a mixed-beverage licensed establishment at 106 W MILLS AVE, El Paso, Texas (TABC MB1070028). Over the most recent 12 months it reported $2,036,349 in gross alcohol sales, averaging $169,696/month with a best month of $227,416. Sales mix: ~71% liquor · 10% beer · 19% wine. The building at this address is owned by CITY OF EL PASO (14,509 sqft, $580,320 assessed value per county records). Applying Texas bar cost benchmarks yields an estimated annual net of approximately $779,292 (~38% margin). Acquisition value is estimated at $1,948k–$2,036k across revenue-multiple, SDE-multiple, and cap-rate methods. All revenue figures are gross mixed-beverage receipts as filed with the Texas Comptroller; they exclude cash income such as cover charges, game machines, or merchandise.

Sales performance · last 12 months

Texas Comptroller mixed-beverage gross receipts actual

Annual gross
$2,036,349
Avg monthly
$169,696
Best month
$227,416
Dec 2025
Sales mix
71% Liq
10% Beer · 19% Wine

Property & occupancy

County public records + submarket comps

Building (landlord parcel)

Record ID300676
Property owner (landlord)CITY OF EL PASO
Total building SF14,509
Assessed value$580,320

The Plaza Hotel Pioneer Park's share

Est. base rent ~$4/sqft/yr · 7,500 sqft · Class C $2,250/mo
NNN CAM / insurance$337/mo
NNN property tax$604/mo
Personal property tax est — no BPP record $424/mo
Total occupancy $3,616/mo

Occupancy analysis

All-in occupancy cost is 2.1% of gross revenue. Industry benchmark for healthy bars is 6–10%; 12–15% is typical for premium submarkets; above 18% is unsustainable without very strong margins elsewhere.

Profit scenarios

Texas bar cost model applied to $2,036,349 gross revenue estimated

Best Case
No kitchen, efficient staffing, favorable lease
~46%
Revenue$2,036,349
COGS (24%)−$488,724
Labor (14%)−$285,089
Occupancy−$39,053
TX MB gross tax (6.7%)−$136,435
Utilities / ins / mktg (8%)−$162,908
Card surcharge net+$22,400
Net profit $946,539
Most Likely
Typical bar, light food program, full two-shift staffing
~38%
Revenue$2,036,349
COGS (27%)−$549,814
Labor (17%)−$346,179
Occupancy−$43,393
TX MB gross tax (6.7%)−$136,435
Utilities / ins / mktg (10%)−$203,635
Card surcharge net+$22,400
Net profit $779,292
Stressed
Heavy food, larger crew, higher rent
~28%
Revenue$2,036,349
COGS (30%)−$610,905
Labor (22%)−$447,997
Occupancy−$47,732
TX MB gross tax (6.7%)−$136,435
Utilities / ins / mktg (12%)−$244,362
Card surcharge net+$22,400
Net profit $571,318
Disclaimer: Revenue is mixed-beverage gross receipts from the Texas Comptroller — it does not include cash income like door charges, game machines, merchandise, or event rentals (which can add 10–25% for nightclubs). Cost ratios are industry benchmarks for Texas MB-permit bars. Rent is estimated from submarket comps; property tax is from county public records pro-rated by square footage. Actual profit depends on lease terms, staffing, owner salary, and one-time costs.

Owner income estimator

Split likely net profit across ownership estimated

TABC licensee Plaza Concessions LLC looking up officers…
2
Equal split (50% each)
Based on the "Most Likely" scenario net profit of $779,292/year. Actual owner income depends on salary draws, distributions, debt service, and tax structure. Consult an accountant for actual income projections.

Acquisition value estimate

Based on most-likely scenario (~$779,292 net) estimated

Revenue multiple
$1.02M–$1.63M
0.5–0.8× gross
SDE multiple
$1.95M–$2.73M
2.5–3.5× earnings
Cap rate
$2.36M–$3.12M
25–33%
Suggested range
$1,948k–$2,036k
blended estimate
The numbers above are liquor-only: bar-style multiples applied to mixed-beverage receipts. They're the right answer for a pure bar/lounge — but for a restaurant, this is just one slice of total enterprise value (the bar program). See the food-business estimate below.

Federal court history

Public records · last checked 2026-06-02

Lookup pending — check back tomorrow

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