Okay, let’s tackle this. So Pj Hurley has 23 years of experience in the NFL, which is a highly competitive industry. His experience with the San Francisco 49ers, a well-established team, adds to his value. However, considering the current market and the fact that he's not a high-level executive (no mention of a CEO or similar role), I'll estimate his rate lower than what you'd expect for a top executive. A more comparable rate for an NFL executive with similar experience might be around $150–$250 per hour. Given his location in Desert Hot Springs, California, and the fact that he's not in a major city, I'll adjust downward to $120 per hour, which is still on the higher end of the scale for a football executive with his experience and background.