Willamalane Park and Recreation District

What Willamalane Park and Recreation District does

Willamalane Park and Recreation District is a special district and government public agency organized under Oregon Revised Statutes, founded in 1944 and headquartered at the Bob Keefer Center for Sports and Recreation in Springfield, Oregon. The district operates and maintains 46 parks and natural areas and five core recreation facilities, including the 97,000 square foot Bob Keefer Center, Splash at Lively Park indoor waterpark, Willamalane Park Swim Center, Willamalane Sports Park (four artificial turf fields), FitLot outdoor fitness park, and the Willamalane Adult Activity Center. It serves residents within district boundaries (subsidized in-district pricing) and out-of-district visitors (premium pricing) through recreation programs, youth and teen services, personal training, fitness center access, swim and sports leagues, senior services, food programs, and scholarships. A new line, the free Student Technology Lab at Bob Keefer Center, extends the offering into educational technology access for Springfield Public School students.

The business model is primarily tax-funded: a permanent property tax rate established in 1997 provides the core revenue base, supplemented by program and facility fees (admissions, memberships including All-Access and 1Pass, personal training, facility rentals), grants and donations (including a U.S. Department of Education grant and a local option levy of $0.25 per $1,000 of assessed property value passed May 19, 2026 to raise $8,427,029 over five years), and corporate sponsorships (e.g., PeaceHealth for the fitness center). Distribution is direct through owned facilities, online registration via ActiveNet, in-person front desks, and phone. Marketing runs through the willamalane.org website, a printed Recreation Guide, email newsletters, Facebook and Instagram, and hosted community events. The district maintains 251-500 employees, is governed by an elected Board of Directors, and operates a nonprofit subsidiary, the Willamalane Park Foundation, for advocacy and fundraising.

The district is currently in a financial turnaround following a structural deficit that emerged in 2024, when expenses began outpacing revenues and the general fund was projected to be depleted by end of FY27. Management response has included a more than $1 million budget reduction in May 2025 (wage freezes, merit elimination, materials cuts, staff-hour reductions, one program eliminated), a Fall 2025 reorganization that redistributed responsibilities from two departed directors across existing staff, and a voter-approved five-year local option levy in May 2026 to stabilize operations. Technology is utility-grade (ActiveNet for registration, PayPal for donations, Microsoft Office on lab laptops), with no AI/ML capabilities disclosed.

Name

Willamalane Park and Recreation District

Legal name

Willamalane Park and Recreation District

Website

https://willamalane.org

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

251–500 employees

Short description

Willamalane Park and Recreation District is a public special district that operates 46 parks, five recreation facilities, and community programs serving Springfield, Oregon residents, funded primarily by a permanent property tax and supplemented by program fees, grants, and sponsorships.

Ownership category

akta.pro rank

Product category

Public Recreation Services

NAICS

Nature Parks and Other Similar Institutions (712190), Nature Parks and Other Similar Institutions (71219), Administration of Conservation Programs (92412)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Parks, Recreation & Protected Areas Administration (BPAIAMAH)

Keywords

• Public recreation services
• Parks and facilities
• Community recreation programs
• Aquatics and fitness
• Youth sports programs

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Property Taxes: The district's permanent tax rate was established in 1997. Property taxes form the primary revenue base, with a local option levy of $0.25 per $1,000 assessed property value passed in May 2026 to cover operating budget gaps. The levy raises approximately $8,427,029 over five years.
2. Program and Facility Fees: Revenue from recreation programs, facility admissions, and memberships including All-Access Memberships, 1Pass summer passes, and daily admissions to pools, fitness centers, and sports facilities.
3. Grants and Donations: Federal grant funding (Department of Education for tech lab), sponsorships, and donations through Willamalane Park Foundation nonprofit.
4. Sponsorships: Local businesses and organizations sponsor programs and events, with the district increasing focus on sponsorships as a revenue strategy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Willamalane Park and Recreation District is a special public district that operates multiple recreation facilities (Bob Keefer Center, Splash at Lively Park waterpark, Willamalane Park Swim Center, Willamalane Sports Park, FitLot, Adult Activity Center) and 46 parks and natural areas. It provides recreation programs including youth sports, teen programs, personal training, fitness center access, summer day camps, food assistance programs, and community events for Springfield, Oregon residents, with discounted in-district rates funded through property taxes.

Product overview

Willamalane Park and Recreation District is a public recreation district serving Springfield, Oregon, offering a platform of interconnected parks, facilities, programs, and membership services. The core offering includes multiple specialized facilities (Bob Keefer Center, Splash at Lively Park, Willamalane Park Swim Center, Willamalane Sports Park, FitLot, Adult Activity Center) plus programs (Teen Programs, Personal Training, Fitness Centers, Food Programs, Scholarships). The 1Pass summer youth pass and All-Access Memberships integrate access across multiple facilities, while the Student Technology Lab provides free tech access for Springfield Public School students. Programs include sports leagues, camps, after-school activities, senior services, and food assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Bob Keefer Center A 97,000 square foot indoor recreation center offering basketball, skating, volleyball, rock climbing, preschool programs, the Two50 youth center, fitness center, and rental spaces for meetings and events. Includes accessibility features such as automatic doors and a magnetic loop system.
• Splash at Lively Park An indoor waterpark featuring a wave pool, kiddie pool, waterslide, six-lane 25-yard lap pool, spa pool, community room, locker rooms, and outdoor sun deck, located in the Thurston area of Springfield.
• Willamalane Park Swim Center An indoor pool facility featuring a shallow warm pool with waterslide and a dive tank with 1-meter and 3-meter diving platforms, co-located with a fitness center for combined workout and swim access.
• Willamalane Sports Park A sports park with four artificial turf fields for soccer, football, lacrosse, baseball, and softball, featuring lighting for evening use year-round, a playground, restrooms, and a walking trail.
• FitLot An approximately 1,400 square foot outdoor fitness park with shaded and safety-surfaced equipment for strength, cardio, balance, and flexibility training, free to use when group training classes are not in session.
• Willamalane Adult Activity Center A community center offering food programs including a food pantry, community breakfast, and senior meals, and serving as a donation drop-off location for food programs.
• 1Pass A summer pass program for youth 18 and under providing access to 17 destinations across Springfield and Eugene including pools, sports facilities, museums, and baseball games, valid seasonally.
• All-Access Memberships A comprehensive membership providing unlimited access to all Willamalane facilities including pools, fitness centers, gyms, free rounds of mini golf, unlimited group exercise classes, and more.
• Student Technology Lab A free technology lab at Bob Keefer Center offering laptops with Microsoft Office suite and access to Springfield Public Schools online portal, open to Springfield Public School students during regular business hours, with portable devices for STEAM programming at remote locations.
• Teen Programs Programs for teens including Camp Venture day camp for grades 6-9, the Two50 Youth Center free after-school club at Bob Keefer Center, middle school sports, no-school-day activities, and one-on-one youth coaching in basketball, soccer, tennis, and volleyball.
• Personal Training One-on-one and small group personal training services with certified trainers at Willamalane fitness centers, including individual training, two-person group training, martial arts, rehabilitation, senior fitness, and sports performance.
• Fitness Centers Two indoor fitness centers at Bob Keefer Center and Willamalane Park Swim Center plus the outdoor FitLot facility, offering equipment for strength and cardio training including dumbbells, ellipticals, treadmills, selectorized machines, and more.
• Food Programs Community food assistance including a food pantry, community breakfast, senior meals program, and support for Little Free Pantries organized by Burrito Brigade.
• Scholarships Financial assistance including General Scholarships (up to $200 per person per fiscal year covering 50% of program fees), 1Pass Scholarships (50% off 1Pass), and Middle School Sports Scholarships, with eligibility based on enrollment in qualifying federal or state assistance programs.

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Equity and Community Consortium (ECC)coreStrategic or Co-development Partner · 11 October 2023Multi-agency consortium including Bethel School District, City of Eugene, City of Springfield, Eugene School District 4J, Lane Council of Governments, Lane County, Lane Transit District, Springfield School District, University of Oregon, and others working on equity initiatives and information sharing.
• Springfield Public SchoolscoreStrategic or Co-development PartnerPartnership with Springfield Public Schools District enables middle school sports programs held at school gyms. The district also collaborates on tech lab funding and the Springfield Drifters sponsor the 1Pass scholarship for youth recreation access.
• Burrito BrigadecoreStrategic or Co-development PartnerCollaboration with Burrito Brigade to operate food pantry and Little Free Pantries at 16 locations throughout Springfield. Willamalane and Burrito Brigade regularly restock pantries with food from the food pantry.
• Escudo LatinominorStrategic or Co-development PartnerCollaborating partner in food programs, helping make the food pantry resource possible.
• El Centro CaresminorStrategic or Co-development PartnerCollaborating partner in food programs, helping make the food pantry resource possible.
• Springfield Alliance for Equity and Respect (SAfER)minorStrategic or Co-development PartnerCollaborating partner in food programs, helping make the food pantry resource possible.
• Community Alliance of Lane County (CALC)minorStrategic or Co-development PartnerCollaborating partner in food programs, helping make the food pantry resource possible.
• National Recreation and Parks AssociationminorStrategic or Co-development PartnerCollaborating partner in food programs, helping make the food pantry resource possible.
• Lane Council of Governments - Senior and Disability ServicescoreStrategic or Co-development PartnerThe Senior Meals Program is a program of Senior and Disability Services, a division of Lane Council of Governments. Willamalane hosts Cafe 60 Dining and partners for senior nutrition services.
• FOOD for Lane CountyminorStrategic or Co-development PartnerProvides mobile food pantries including a site at Bob Keefer Center and hot meal sites throughout Eugene and Springfield.
• Former Congressman Peter DeFaziominorStrategic or Co-development PartnerProvided strong support for Department of Education grant funding the student technology lab.
• Senators Merkley and WydenminorStrategic or Co-development PartnerProvided strong support for Department of Education grant funding the student technology lab.
• FitLot Outdoor Fitness ParkscoreTechnology or IntegrationPartnership with FitLot for design and equipment of outdoor fitness park near Willamalane Sports Park.
• PeaceHealthcoreStrategic or Co-development PartnerSponsor of the Fitness Center at Bob Keefer Center, with naming recognition.
• Fitness Equipment of EugeneminorStrategic or Co-development PartnerEquipment donor for the fitness center at Willamalane Park Swim Center.
• Eugene Recreation (City of Eugene)coreStrategic or Co-development PartnerJoint program partner for 1Pass, allowing youth access to 17 destinations across Springfield and Eugene including pools, sports facilities, and museums.
• River Road Park and Recreation DistrictminorStrategic or Co-development Partner1Pass destination partner providing access to their indoor pool for youth recreation.
• Oregon Recreation and Parks AssociationminorStrategic or Co-development PartnerPartner in food programs collaboration and DEI initiatives.
• Oregon Association of Park and RecreationminorOthersListed as key partner in Diversity, Equity and Inclusion strategic action plan.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bend Park & Recreation District: Oregon special park district serving Bend with pools, sports fields, and community programs. Directly comparable in governance model (special district with property tax authority) and recreation-facility portfolio.
• Tualatin Hills Park & Recreation District: Large Oregon special park district serving the Beaverton area. Comparable as a tax-funded special district operating aquatic centers, fitness facilities, sports fields, and recreation programs at a similar multi-facility scale.
• Eugene Recreation (City of Eugene): Municipal recreation operator for the adjacent city of Eugene, Oregon. Joint 1Pass partner with Willamalane across 17 destinations; comparable in scale, facility mix (pools, sports fields, community centers), and funding model (property taxes + fees).
• Metro Parks Tacoma: Washington-state special park district operating Point Defiance Zoo, aquatics, ice rinks, and sports complexes. Comparable in special-district governance, diversified facility portfolio including indoor waterpark-style amenities, and voter-approved levy reliance.
• River Road Park and Recreation District: Neighboring special park district in Lane County, Oregon, providing pools and parks. A 1Pass destination partner with Willamalane, making it a directly comparable special-district peer with overlapping customer base.

Regional players

• Corvallis Parks and Recreation: City-operated parks and recreation department in Corvallis, Oregon. Comparable as a municipal parks/recreation operator in Oregon with a similar mix of aquatics, sports, and community programming funded by taxes and fees.
• Lake Oswego Parks & Recreation: Oregon municipal parks and recreation department operating the Lake Oswego Recreation & Aquatics Center. Comparable in scale, indoor aquatics focus, and class/facility revenue model, though serving a higher-income jurisdiction.

Broad incumbents

• Life Time Fitness: National premium fitness club operator with pools, group exercise, personal training, and family programming. Comparable to Willamalane's All-Access Memberships, fitness centers, personal training, and indoor aquatics offering at the broader, private-sector level.
• Great Wolf Lodge: National indoor waterpark resort operator. Comparable to Willamalane's Splash at Lively Park indoor waterpark in amenity mix (wave pool, slides, lap pool), though private-sector and lodging-oriented; useful for waterpark utilization and pricing benchmarks.

Others

• National Recreation and Park Association (NRPA): National industry association for park and recreation professionals. Listed as a Willamalane partner; useful as a benchmarking/peer for the broader US public parks and recreation operating model rather than a direct operating competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Willamalane
• Instagraminstagram.com/willamalane
• Xx.com/Willamalane

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willamalane Park and Recreation District