El Paso Hockey Owner Promises Cool Investment in Cloudcroft
A 20-year lease agreement envisions upgrades, longer seasons, and youth hockey
Cory Herman is a Canadian-born entrepreneur, ice sports advocate, and owner of the El Paso Rhinos hockey teams—and the hopeful new long-term lessee for Cloudcroft’s James Sewell Ice Rink.
As the founder of Southwest Sports Solutions and a driving force behind El Paso’s thriving ice arena scene, Herman brings decades of experience in rink operations and youth program development to Cloudcroft.
Herman signed a 20-year lease with the Village of Cloudcroft for the Ice Rink–which would start next year, in the fall of 2026–and plans to invest in the town’s outdoor recreation economy, promising both local benefits and tourism growth.
From Saskatchewan to the Southwest
Herman grew up in rural Saskatchewan, Canada, in a farming family, spending winters at the small community rink where his father volunteered.
There, he learned ice care, rink management, and the value of grassroots sports. After years of traveling to play competitive hockey, the El Paso Buzzards pro team recruited Herman in the late 1990s.
A career-ending injury shifted his path toward youth hockey coaching and program development. By 2001, he had taken over El Paso’s youth hockey program, eventually relocating it to a custom-built rink and creating the El Paso Rhinos in 2005.
Under his leadership, the Rhinos became a popular community presence and the anchor for a diverse set of programs, including youth leagues, adult hockey, and figure skating clubs.
Herman says “Rhinos games tend to sell out.”
Cloudcroft Ice Rink Refurb and Goals
The collaboration between Southwest Sports Solutions and the Village of Cloudcroft happened in partnership with the Parks and Recreation Advisory Board with help from Debi Lee from the Council of Governments, according to Parks and Rec. Chair Matt Willett.
On October 1, 2025, the Village Council unanimously adopted an ordinance granting a 20-year lease of the James Sewell Ice Rink to Southwest Sports Solutions. The ordinance has to be sent to the New Mexico Department of Finance and Administration (DFA) for approval.
The long-term lease, Herman says, is essential to justify the scale of investment—specialized ice plant and flooring, dasher boards, acrylic glass, a Zamboni, LED lighting, a scoreboard and sound system, staff training, and extensive program equipment.
The new ice plant and flooring will allow for longer skate seasons in Cloudcroft.
The goal is to operate from October 1st through March 31st each year.
By fall 2026, Herman plans to transform the existing rink into a fully operational ice facility with consistent, high-quality ice throughout the six-month season.
Planned Programming and Community Impact
According to Herman, the Cloudcroft rink will offer:
The opportunity for physical education courses and school use;
Public skating and birthday parties;
Learn-to-skate and learn-to-play youth hockey;
Youth hockey tournaments;
Competitive hockey leagues and “house league” weekends, possibly pairing El Paso and Cloudcroft teams;
Adult hockey opportunities;
Figure skating programs, and more.
Herman emphasizes hiring and training local staff, supported by his experienced El Paso team, ensuring employees know how to maintain the ice and run programs.
Seasonal passes for locals, scholarship programs for children, and beginner-friendly ice equipment are part of his inclusivity goals.
“We really want to make it affordable so that everybody can use the ice rink,” Herman says.
“Our whole dream would be to have a high school, junior varsity, and varsity hockey team out of the Cloudcroft school,” Herman continues.
Tourism and Economic Benefits
Herman sees the rink as both a community hub and a tourism draw. He plans to host youth hockey tournaments to bring in teams from across New Mexico, Texas, and beyond—boosting the village’s economy.
Herman hopes to collaborate with other businesses, knitting the rink into the town’s broader visitor experience.
“We just want to grow all the different programs. We also want to bring youth hockey tournaments to Cloudcroft. That’s good for the town, with the hotels, restaurants, and different stores. Teams are really gonna want to come to Cloudcroft because it’s a mountain town,” Herman says.
Personal Connection to Cloudcroft
Herman and his family own a mountain home and have visited Cloudcroft for years.
Driving past the existing rink sparked ideas that eventually led to the lease.
For him, this project blends his expertise with his love of the mountain community, creating what he calls “a great quality-of-life program” for local children, families, and guests.
This article originally appeared in the November 2025 issue of the Mountain Monthly.
Learn more about the James Sewell Ice Rink in our interview with longtime lessee, Donald Wiklund—also available in that issue— we’ll publish it in the Reader soon.
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