(INDIO) – Imagine a world where every credit card swipe by any business not only enjoys the lowest rates available in the industry, but also repurposes a portion of those savings to rescue at-risk youth, battle disease, develop local teens, support humanitarian projects or aid those in need.

That’s the mission of First & Ten LLC Financial Services, a recently launched company from Coachella Sports & Entertainment SA and the SoCal Coyotes, who have partnered with one of the largest merchant platforms in the world to deliver lower merchant processing fees and much-needed funding to non-profits and charities like their own.

Rex Wicker is the new Senior Vice President of First & Ten LLC Financial Services

“There’s 2.2 million non-profits in the United States alone, and every one of them need immediate resources,” said J David Miller, chairman of First & Ten’s parent company, Coachella Sports & Entertainment, and founder of the SoCal Coyotes non-profit leadership organization.

“We plan on revolutionizing the sector to create the first purpose-driven economy, where clients can make money and do good at the same time. Every business you know wants to save money, and we are committed to connecting them with their personal passions. First & Ten is the first mission-driven platform. We plan to challenge the notion that we cannot do good and make money, while creating an economy in which both of those things are not mutually exclusive.”

After more than a year of planning, Miller appointed long-time financial executive Rex Wicker to steer First & Ten LLC as it’s highest-ranking officer. Wicker’s 40-year financial sector career includes work as a CPA in the public sector with some of the nation’s most prominent coaches, foundations and charitable organizations.

Non-profits are close to Wicker’s heart. For the past five years he has worked with the Farmer’s Insurance Open supporting charities in San Diego, and has traveled to Las Vegas for 11 straight years to work with the Shriner’s Hospitals for Children Open.

As Senior VP of First & Ten LLC, he predicts the new platform will become a “financial engine” for charities, non-profits and the businesses it serves.

In its first week, local Coachella Valley businesses – from notable contractors, restaurants and even funeral homes – switched to First & Ten LLC. Some clients are already projecting annual savings of up to 70 percent.

“Non-profits need money like they need oxygen,” Wicker says. “Coach Miller is passionate about the Coyotes’ corporate mission to help others first – before they help themselves. First & Ten creates passive income streams for every business we enroll by lowering merchant fees across the board, while redirecting a portion of each sale to any cause of their choice.

“It’s a win-win for business and the charities they support.”

The way it works is simple: In minutes, any business can switch its merchant account to the First & Ten platform. That business enjoys lower transaction fees – while dedicating a portion of each sale to a non-profit such as the SoCal Coyotes – or any other charity they prefer, such as scholarship funds, at-risk youth, the Boys & Girls Clubs, the American Heart Association, American Cancer Society or the Salvation Army.

“We understand how essential it is for a business and their employees to know they are also a part of meaningful projects, which align with their beliefs and passions at the same time,” Wicker says. “One reason we’re so focused on the non-profit sector is because they are doing some of the most important work, with the most limited resources, and struggle with ways to find new streams of revenue.

Lisa Shealy is VP Merchant Services, First & Ten LLC

“First & Ten allows any business to support a non-profit with zero impact to their own bottom line. The facts are they save money to help others.”

For example, Wicker points to the non-profit Coyotes, who are offering First & Ten to their sponsors, affiliates, fans, friends and families. A portion of every sale in their network will benefit the organization’s award-winning “Above the Line” leadership initiatives, which currently impact more than 50,000 youth annually.

With demand for the leadership program growing faster than the Coyotes’ ability to fund it – First & Ten provides immediate relief, to the benefit of youth across 51 public schools, as well as their camps, clinics and symposiums throughout the Coachella Valley, all the way to Riverside.

CSESA also appointed Lisa Shealy as First & Ten LLC’s Vice President of Merchant Services. An award-winning real estate and finance executive, Shealy has two decades of experience in the private sector, including merchant services.

For more information on First & Ten LLC Financial Services, email Rex@thesocalcoyotes.com, or Lisa@thesocalcoyotes.com.

-Richard Twiss Jr., Communications Manager


First & Ten LLC Financial Services is available to millions of clients worldwide, creating solutions that connect foundations, charities and non-profits to commerce in more rewarding ways. First & Ten’s funding products enable merchants to run their businesses while supporting new markets and – most importantly – help those in need build brighter futures. First & Ten’s merchant services are accepted in more than 185 countries and territories.


Coachella Sports & Entertainment Stadium Authority LLC specializes in marketing, funding, media, licensing and branding, and works with an array of sports organizations, entertainment conglomerates, schools and institutions. It owns, manages, operates, partners and commercially represents memorable events that influence every facet of modern culture, with a focus on family values. CSESA is the master developer, operator and manager of The Shield at 1 Coyote Way.


The SoCal Coyotes are the national standard of American developmental football. The Coyotes non-profit organization provides elite athletes a professional environment that refines and showcases their skills through trademarked processes similar to the NBA’s D-league and MLB’s minor-league systems.

NFL executives have named the SoCal Coyotes organization America’s #1 Developmental Football Program™ for its national, scalable brands, community outreach programs, five-year operating track record, verifiable data, youth curriculum, sales, public-private sector alliances, and measured results.

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