Las Cruces wins bid for Canadian steel manufacturer’s first US plant

LAS CRUCES – Canadian pipe manufacturer Endurance Technologies made its commitment to Las Cruces official last week, formally announcing that it would locate its first U.S. location in New Mexico’s second-largest city.

“Projects like this are how we build New Mexico’s economy,” state Economic Development Secretary Rob Black said in a statement Tuesday. “Endurance Technologies is bringing jobs and investment to Las Cruces and we’re excited to see them get started and grow here.”

In November, the Las Cruces City Council approved $17.6 in industrial revenue bonds to finance the purchase and renovation of the former Liberty Engineered Wire Products plant on the west end of town near Interstate 10 and the city’s municipal airport, which the company had indicated were important criteria in its site search.

The vacant 45,000-square-foot building sits on 15 acres of land near the city’s west side industrial park.

In turn, the company has pledged to staff 43 positions over five five years with average starting wages of $58,156, and a total capital investment of $18.6 million with $13.4 million in the first three years, according to the Economic Development Department. Black projected the statewide economic impact of the development at $54.5 million over 10 years.

“Endurance was founded more than 30 years ago as a family business, and that spirit still guides how we operate today,” Endurance president and CEO Jeff Pitura said in a news release. “In Las Cruces, we found not only the workforce and infrastructure we need to grow, but also a community that shares our values.”

Endurance — based in Calgary, Alberta — was founded in 1993 and produces steel piping with a thermo-chemical coating developed to harden steel to extend components’ service life and resist corrosion and extreme conditions. The process was developed over a 17-year-period, Pitura said at a news conference last week. The company supplies components to oil and gas, mining and other industries.

Las Cruces Mayor Eric Enriquez said landing the company “is huge for our community” at the news conference and highlighted the efforts of city and state economic development specialists as well as the Mesilla Valley Economic Development Alliance to recruit the company and facilitate a deal.

The industrial revenue bonds do not involve spending of city funds, instead using property and gross receipts tax exemptions to support the investment. The city will lease the property to Endurance Technologies as the company makes payments toward the principal at 4% annual interest. 

A lease agreement also stipulates the company will make payments in lieu of taxes to Las Cruces Public Schools equivalent to the district mill levy rate, and commits the company to employing at least 36 people full-time by the end of 2030. The company is also receiving support from state economic development and job training funds for the project.

MVEDA’s president and CEO, Davin Lopez, said, “This announcement reflects years of work to position our region for projects like this,” adding that Endurance Technologies’ commitment sends “a strong signal that Las Cruces and the Mesilla Valley are ready to compete and win on a national and international stage.”

Pitura said the plant was expected to be operational before the end of 2026.

Algernon D’Ammassa is the Journal’s southern New Mexico correspondent. He can be reached at adammassa@abqjournal.com.