Rochester Avon Recreation Authority

What Rochester Avon Recreation Authority does

Rochester Avon Recreation Authority (RARA) is a quasi-governmental public recreation authority established in 1946 and headquartered at 500 E Second Street, Rochester, Michigan. It serves residents of Rochester, Rochester Hills, and Oakland Township (Oakland County) through a municipally funded millage and a board of directors comprising representatives from the two cities, Rochester Community Schools, and Avondale Community Schools. The organization operates as a comprehensive community recreation provider delivering more than 1,200 activities annually across six core program categories — Sports, Dance/Performing Arts/Fitness, General Activities, Adaptive Services (including the SCAMP program for individuals with disabilities), Day Camps, and Events — supported by owned facilities such as a 10,000-square-foot Turf Fieldhouse, an Indoor Playscape, a Computer/Esports Lab, and the outdoor Hammock Landing on the Clinton River Trail.

RARA's product portfolio is operationally oriented rather than technology-oriented: there are no proprietary software platforms, no AI/ML capabilities, and no disclosed patents or trademarks. Programmatic delivery is supported by an online registration portal (rara.activityreg.com), a digital marketing footprint spanning Facebook, Instagram, TikTok, and YouTube, an email newsletter, and the seasonal RECreation Magazine activity guide. Distribution is hybrid: self-serve online registration, direct facility access at the Rochester headquarters, and field delivery at schools and parks (Borden Park, Bloomer Park, Spencer Park, Lions Park Amphitheater) across the service area.

The revenue model is a mixed fee-for-service and membership structure layered on a millage-funded municipal budget. Program registration fees follow a resident/non-resident differential (non-residents pay an additional 20% on services under $100 or a flat $20 on services $100+). Recurring revenue is generated through annual memberships to the Turf Fieldhouse (single $90 resident, family $270 resident), Indoor Playscape (single $120 resident, family $360 resident), and RARA Kids Crew ($160 resident). One-time revenue comes from party packages ($240-$520), event tickets (Daddy Daughter Dance $58-$70/couple, Movies in the Park series), facility rentals, and tournament/camp registration. The iPlay@RARA Scholarship Fund offsets up to 90% of program fees (annual $1,000 per-family cap) for residents with financial need. Sponsorship revenue — led by presenting sponsor Genisys Credit Union and co-presenter Rochester Mills Beer Co. for the Bites & Beats concert series — supplements earned revenue and underwrites free community events.

Name

Rochester Avon Recreation Authority

Legal name

Rochester Avon Recreation Authority

Website

https://rararecreation.org

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Rochester Avon Recreation Authority (RARA) is a public recreation authority serving Rochester, Rochester Hills, and Oakland Township, Michigan, funded by a municipal millage and offering 1,200+ annual sports, camp, fitness, adaptive services, and event programs across owned facilities.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYBPAIACAI

Parks, Recreation & Cultural Services

Business & Public Services/Public Sector & Government Administration/Local/Municipal Government Administration

SECONDARYBPAIAMAH

Parks, Recreation & Protected Areas Administration

Business & Public Services/Public Sector & Government Administration/Environmental Protection & Natural Resources Administration

Keywords

• Community recreation programs
• Youth sports leagues
• Summer day camps
• Adaptive recreation services
• Facility rentals memberships

Headquarters

HQ city

Rochester Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Program Registration Fees: Fees charged for participation in sports leagues, activities, dance classes, fitness programs, day camps, and specialty camps. Pricing varies by resident/non-resident status with non-residents charged additional 20% for services under $100 or flat $20 for services $100+.
2. Facility Memberships and Passes: Annual memberships and punch passes for Turf Fieldhouse and Indoor Playscape access. Includes Single Annual Membership, Family Annual Membership, and RARA Kids Crew memberships.
3. Facility Rentals: Rental income from party rooms (Party Room A/B/C, Paint Creek Room, Wright Room), fieldhouse, playscape, and outdoor spaces for private events and parties.
4. Event Tickets and Participation Fees: Fees for community events including Daddy Daughter Dances, Mother Son Date Nights, Parents Night Out, and other special programming.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Rochester Avon Recreation Authority (RARA) is a public recreation authority delivering community recreation programs, youth and adult sports leagues, summer day camps, dance/performing arts/fitness classes, adaptive services for individuals with disabilities, and community events. The organization operates facilities including a 10,000 sqft Turf Fieldhouse, Indoor Playscape, Esports Lab, and Hammock Landing, and provides party rentals and a financial assistance scholarship program for residents of Rochester, Rochester Hills, and Oakland Township, Michigan.

Product overview

Rochester Avon Recreation Authority (RARA) operates as a comprehensive community recreation department serving Rochester, Rochester Hills, and Oakland Township, Michigan since 1946. The organization provides over 1,200 activities per year through a multi-product portfolio including: Sports Programs (youth and adult athletics), Dance/Performing Arts/Fitness, General Activities (culinary, art, STEAM, early childhood), Adaptive Services including SCAMP for individuals with disabilities, and Day Camps (summer day camps with themed travel camps). The facilities include a Turf Fieldhouse (10,000 sqft), Indoor Playscape, Esports/Computer Lab, and Hammock Landing. Event programming spans youth, adult, family, and community categories. RARA also offers party rental services and the iPlay@RARA scholarship program for financial assistance. The organization is governed by a board with representatives from Rochester, Rochester Hills, Rochester Schools, and Avondale Schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Programs Youth and adult sports programs covering basketball, volleyball, soccer, golf, martial arts, pickleball, tennis, running, tball/baseball/softball, lacrosse, wrestling, esports, sailing, and related athletics for community residents.
• Dance, Performing Arts & Fitness Instructional dance, performing arts, and fitness classes offered to youth and adults through dedicated studio space at the RARA facility.
• Activities Diverse recreational activities including culinary, safety & self defense, art, computer & tech, music, early childhood, STEAM, and language programs for residents of all ages.
• Adaptive Services (SCAMP) Specialized recreation programs for children and adults with disabilities, including the SCAMP summer camp, Coffee Club, adaptive sports, dance/performing arts/fitness, and social engagement activities.
• Day Camps Summer day camps including Camp Blue Jay, Camp Oriole, Camp Flamingo, Camp Canary, Camp Penguin, Camp Cardinal, Camp Falcon, Camp Raven, Specialty Camp, and Travel Camp operating June through August.
• Events Community events including youth events (Parents Night Out, Middle School Lock-In, Financial Reality Fair, Dodgeball Tournament, LEGO Competition), adult events (Puzzle Palooza, Comedy Night, Bowling Fundraiser, Mac & Brews), family events (Daddy Daughter Dance, Mother Son Date Night, 5K Races), and community events (Easter Egg Hunt, Movies in the Park, Tons of Trucks, Boo Bash, Pumpkin Roll, Holiday Craft Show).
• Turf Fieldhouse 10,000 sqft indoor facility with two turf fields used for soccer, lacrosse, bocce ball, fitness classes, and field hockey; available for rent, parties, and open play via membership or day pass.
• Indoor Playscape Three-level indoor play structure with two slides, tunnels, and obstacles accommodating up to 50 guests; for children 9 years and under, accessible via day pass, punch pass, or annual membership.
• Computer / Esports Lab Esports and computer gaming facility open for open play and birthday parties, offering 2, 5, and 10 hour game passes and available for esports camps and tournaments.
• Party Packages Party hosting services including room rentals (Party Room A/B/C, Paint Creek Room, Wright Room), fieldhouse/playscape access, bounce houses, NERF wars, and sports activities with party host assistance.
• iPlay@RARA Scholarship Fund Financial assistance program providing up to 90% of program fees with a $1,000 per-family annual cap to help residents participate in recreational programs based on demonstrated financial need.

Quantifiable outcome

• Over 1,200 activities per year delivered to the community

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

30 partnerships are on record, tiered core and minor.

• Genisys Credit UnioncoreGTM or Marketing PartnerPresenting sponsor for multiple signature events including Bites & Beats by the Paint Creek concert series, Tons of Trucks, Easter Egg Hunt, and Pumpkin Roll. Major financial supporter enabling free community programming.
• Rochester Mills Beer Co.coreStrategic or Co-development PartnerCo-presenter of Bites & Beats by the Paint Creek concert series providing food and beverage vendor services at Lions Park Amphitheater events.
• City of Rochester HillscoreStrategic or Co-development PartnerMunicipal partner providing board representation, facility access, and co-sponsorship of community events including Festival of the Hills.
• City of RochestercoreStrategic or Co-development PartnerMunicipal partner providing board representation and facility access for community recreation programs.
• Rochester Community SchoolscoreStrategic or Co-development PartnerSchool district partner providing facilities, student access to programs, and board representation for recreation services.
• Avondale Community SchoolscoreStrategic or Co-development PartnerSchool district partner providing facilities and student access to recreation programs, with board representation.
• Rochester Hills Youth CouncilminorOthersYouth advisory representation on RARA board through Stoney Creek High School student representative.
• Rochester Avon Education FoundationminorChannel Partner/ Reseller/ DistributorPartner for community education and recreation programming support.
• AvondalecoreStrategic or Co-development PartnerAvondale Schools district partner with facilities and programs accessible to district students.
• Oakland County ParksminorStrategic or Co-development PartnerCounty parks partnership for outdoor recreation events including O.A.K. event and Spencer Park access for summer camps.
• Brown Iron BrewhouseminorGTM or Marketing PartnerVenue partner for Mac & Brews fundraising event supporting adaptive recreation programs.
• First State BankminorGTM or Marketing PartnerCommunity sponsor for Movies in the Park summer series.
• ATH ChiropracticminorGTM or Marketing PartnerCommunity sponsor for Movies in the Park summer series.
• Kids United Soccer ClubminorGTM or Marketing PartnerEvent sponsor and community partner for youth sports events.
• KidsUnited Soccer ClubminorGTM or Marketing PartnerSponsorship support for Tons of Trucks event.
• Battle JuiceminorGTM or Marketing PartnerEvent sponsor for Tons of Trucks community event.
• O'Brien Dental CenterminorGTM or Marketing PartnerEvent sponsor for Tons of Trucks community event.
• Adjusting to Health ChiropracticminorGTM or Marketing PartnerEvent sponsor for Tons of Trucks community event.
• Chief Financial Credit UnionminorGTM or Marketing PartnerCommunity sponsor for Movies in the Park and Zen Beatz events.
• AMC TheatresminorGTM or Marketing PartnerPopcorn sponsor for Movies in the Park summer series.
• Oak Arbor Montessori SchoolminorGTM or Marketing PartnerCommunity sponsor for Movies in the Park.
• Frank Rewold & SonsminorGTM or Marketing PartnerBand sponsor for Bites & Beats by the Paint Creek concert series.
• Rochester Pediatric Dentistry & OrthodonticsminorGTM or Marketing PartnerTitle sponsor for Mother Son Date Night Dance and Daddy Daughter Dance events.
• Genisys Credit UnioncoreGTM or Marketing PartnerHost sponsor for Financial Reality Fair teaching students financial literacy through interactive app-based simulation.
• Chief Financial Credit UnionminorGTM or Marketing PartnerSponsor for Youth LEGO Speed Building Competition event.
• Rochester Hills Police DepartmentminorOthersCommunity partner for Tons of Trucks event showcasing police vehicles.
• Rochester Fire RescueminorOthersCommunity partner for Tons of Trucks event showcasing fire and rescue vehicles.
• fLipSpot Gym & CheerminorChannel Partner/ Reseller/ DistributorGymnastics and cheer programming partner operating at RARA facility through studio director enrollment system.
• Rochester Hills DPSminorOthersDepartment of Public Services partner for Tons of Trucks event showcasing community service vehicles.
• Oakland County Sheriff's OfficeminorOthersSheriff's office partner for Tons of Trucks community event.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canton Leisure Services: Municipal recreation services department in Canton, Michigan offering comparable sports leagues, camps, fitness, and community events to residents. Closely mirrors RARA's service model, funding structure, and programming mix in a neighboring Michigan community.
• Shelby Township Parks, Recreation and Maintenance: Township-level recreation authority in Macomb County, Michigan providing parks, sports, and community programming funded through municipal millage. Direct structural comparable to RARA with similar governance and tax-based funding.
• West Bloomfield Parks and Recreation: Nearby Oakland County recreation authority operating parks, sports programs, and community events. Comparable to RARA in geographic, demographic, and service-mix terms.
• Troy Parks and Recreation: City of Troy, Michigan recreation department offering sports leagues, fitness, camps, and community events. Operates as a directly comparable municipal recreation provider in the same southeast Michigan market as RARA.
• Novi Parks, Recreation and Cultural Services: City of Novi recreation and cultural services division with facilities, programming, and events similar to RARA. Comparable in service breadth, funding model, and southeast Michigan positioning.
• Bloomfield Township Recreation: Township recreation program in Oakland County offering parks, sports, and community activities. Directly comparable municipal recreation peer adjacent to RARA's service area.
• Ann Arbor Parks and Recreation: City of Ann Arbor recreation department providing youth and adult sports, camps, adaptive programming, and events. A larger-scale municipal recreation peer with similar programming pillars to RARA.
• Farmington Hills Special Services: Farmington Hills, Michigan recreation services department providing parks, programming, and community events. Closely comparable municipal recreation peer in Oakland County with a similar demographic profile.
• Grosse Pointe Park Recreation: Small municipal recreation authority serving Grosse Pointe Park with community sports and event programming. Comparable in scale and municipal-authority structure to RARA.

Broad incumbents

• YMCA of Metropolitan Detroit: Larger regional nonprofit operator of fitness centers, youth sports, swim lessons, camps, and adaptive programming across metro Detroit. Comparable to RARA in mission and programming mix but operates at broader scale and multiple locations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@RARARecreation
• Facebookfacebook.com/RARARecreation
• Instagraminstagram.com/rararecreation/?hl=en
• TikToktiktok.com/@rararecreation
• Xx.com/RARARecreation
• LinkedInlinkedin.com/company/rochester-avon-recreation-authority

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

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 Rochester Avon Recreation Authority