Roanoke County Parks, Recreation and Tourism

What Roanoke County Parks, Recreation and Tourism does

Roanoke County Parks, Recreation and Tourism is a department of Roanoke County Government in Salem, Virginia, providing publicly-funded parks, recreation, and tourism services to county residents and regional visitors in Southwest Virginia. Its core offerings span four major facilities — Green Ridge Recreation Center (76,000+ sq ft fitness and aquatics complex), Splash Valley Water Park, Explore Park (an outdoor adventure destination on the Blue Ridge Parkway with camping and Treetop Quest ziplines), and Camp Roanoke (residential and day camp) — supported by Brambleton Recreation Center and Catawba Center. The department also delivers youth and adult team sports, summer camps, after-school programs (A.S.K.), Therapeutic Recreation Services for people with disabilities, and a calendar of community special events including Illuminights, Kite Festival, and the GO Outside Festival.

The business model is a hybrid of tax-funded government appropriation and user-fee recovery. Primary funding flows from Roanoke County tax revenue, supplemented by recurring Green Ridge membership fees (with a 25% county employee discount), field and facility rental fees (structured by residency percentage, $40-80 per 2-hour block), program and activity fees, and park/attraction admission revenue. Services are delivered direct-to-consumer through owned facilities and the PerfectMind online registration platform. The department maintains a partnership with Virginia Tech to co-operate the 377-acre Catawba Sustainability Center, and partners with Don's Cab-Inns for Explore Park lodging, Virginia's Blue Ridge for regional tourism marketing, and volunteer organizations for trail stewardship. Leadership is headed by Director Allen Hayes, with assistant directors for Parks (Eric Vest), Recreation (Maggie Mace), and Tourism (Kelly Brammer).

Name

Roanoke County Parks, Recreation and Tourism

Legal name

Roanoke County Parks, Recreation and Tourism

Website

https://roanokecountyparks.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Roanoke County Parks, Recreation and Tourism is a county government department operating recreation centers, a water park, an outdoor adventure park, camps, and therapeutic recreation programs for Roanoke County, Virginia residents and regional visitors, funded primarily by tax appropriations and supplemented by user fees.

Ownership category

akta.pro rank

Product category

Public Recreation and Parks Services

NAICS

Nature Parks and Other Similar Institutions (71219), RV (Recreational Vehicle) Parks and Recreational Camps (72121), Fitness and Recreational Sports Centers (713940), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industries

Parks, Recreation & Protected Areas Administration (BPAIAMAH), Water Parks (THAAAAAB), Campgrounds & RV Parks (Developed Sites) (THAGAOAA), Conservation Parks & Private Nature Reserves (Visitor Operations) (THAAAFAB)

Keywords

• Public parks management
• Community recreation programs
• Municipal tourism services
• Therapeutic recreation services
• Outdoor adventure programs

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. Government Tax Funding: Primary funding from Roanoke County government budget allocations funded by local tax revenue.
2. Membership Fees: Green Ridge Recreation Center offers membership programs with family membership discounts (25% discount for county employees). Revenue from recurring membership fees.
3. Facility and Field Rentals: Rental revenue from ballfields, meeting rooms, picnic shelters, and facility spaces. Youth field rental fees range from $40-80 per 2-hour block depending on residency percentage.
4. Program and Activity Fees: Fees for recreation programs including summer camps, after-school programs, swimming lessons, fitness classes, and therapeutic recreation services.
5. Park Entry and Attraction Fees: Daily admission fees for Splash Valley Water Park, season passes, and attraction fees for Treetop Quest and other outdoor activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Roanoke County Parks, Recreation and Tourism is a county government department that operates public parks, recreation facilities, and community programs for residents and visitors of Roanoke County, Virginia. The department manages a portfolio of parks, greenways, aquatic facilities, golf courses, and sports complexes, while offering youth and adult sports leagues, fitness and wellness programs, summer camps, special events, therapeutic and inclusive recreation services, and tourism marketing for the region.

Product overview

Roanoke County Parks, Recreation and Tourism operates a diversified portfolio of recreational facilities and programs managed as distinct service units. The core offerings include four major facilities: Green Ridge Recreation Center (indoor fitness/aquatics), Splash Valley Water Park (outdoor aquatic recreation), Explore Park (outdoor adventure with camping and ziplines), and Camp Roanoke (residential camping). Supporting facilities include Brambleton Recreation Center and Catawba Center. The department also delivers programmatic services spanning youth/adult athletics, therapeutic recreation for people with disabilities, summer camps, after-school care, and community special events. These operate as integrated services under unified registration and membership systems rather than standalone products.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Parks and Greenways Network of neighborhood and regional parks, natural areas, and greenway trails operated for public use, including picnic shelters, playgrounds, and trail access for Roanoke County residents and visitors.
• Recreation Centers and Programs Indoor recreation centers offering fitness classes, wellness programs, youth and adult activities, and community programming for county residents of all ages and abilities.
• Aquatics Services Public swimming pools and aquatic facilities providing lap swim, open swim, swim lessons, and water-based fitness programs for the community.
• Youth and Adult Sports Leagues Organized youth and adult athletic leagues, clinics, and tournaments including baseball, softball, basketball, soccer, and other sports offered seasonally.
• Summer Camps Seasonal day camps for children and youth featuring themed programming, outdoor activities, sports, arts, and field trips.
• Special Events and Festivals Community events, holiday celebrations, concerts, and festivals hosted at county parks and facilities for residents and visitors.
• Therapeutic and Inclusive Recreation Adapted recreation programs and inclusion services designed for individuals with disabilities, providing specialized activities, support, and accessible programming.
• Golf Operations Public golf course operations including tee times, lessons, leagues, tournaments, and clubhouse services.
• Tourism Marketing and Promotion Regional tourism marketing, visitor information, event promotion, and partnerships to attract visitors to Roanoke County destinations and attractions.
• Facility Rentals and Reservations Rental of park shelters, recreation spaces, athletic fields, and meeting rooms for community, private, and corporate events.

Named customers2 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

Five partnerships are on record, tiered core and minor.

• Virginia Tech Catawba Sustainability CentercoreStrategic or Co-development PartnerPartnership with Virginia Tech to operate the Catawba Sustainability Center, a 377-acre research facility serving as a living laboratory for sustainable agriculture and applied research. Supports faculty research, student learning, and producer engagement with focus on regenerative grazing, agroforestry, and soil health.
• Don's Cab-InnsminorStrategic or Co-development PartnerThird-party operator providing unique cabin and yurt accommodations at Explore Park including pod cabins, family cabins, bunkhouses, and yurts for overnight camping experiences.
• Virginia's Blue RidgeminorGTM or Marketing PartnerRegional tourism partnership promoting Roanoke County attractions as part of the Virginia's Blue Ridge destination marketing efforts.
• Pathfinders for GreenwaysminorOthersNonprofit organization incorporated in 1997 to involve citizens in greenways development. Provides forum for volunteer involvement, coordinates work days, promotional events, and fundraising for greenway trails.
• Roanoke Appalachian Trail ClubminorOthersVolunteer hiking association founded in 1932 that preserves and improves the Appalachian Trail. Club organizes hikes, accepts volunteers, and receives donations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Virginia State Parks: Statewide operator of camping, cabins, trails, and outdoor adventure — comparable to Explore Park and Camp Roanoke offerings at a broader geographic scale.
• Fairfax County Parks & Recreation: Larger Northern Virginia county P&R department operating RECenters, waterparks, golf, and an extensive park system — comparable service mix at materially greater scale.

Regional players

• Salem Parks & Recreation: Neighboring city of Salem (where Roanoke County's administrative offices are located) operates its own small recreation department; geographic overlap creates direct competition for programs and facilities.
• City of Roanoke Parks and Recreation: Independent city adjacent to Roanoke County with its own parks and recreation programming; serves overlapping regional residents and competes directly for membership and program dollars.

Direct peers

• Prince William County Parks, Recreation & Tourism: Virginia county department with the same Parks, Recreation & Tourism naming convention, operating recreation centers, water parks, camping, and tourism programs — a near-exact structural peer.
• Loudoun County Parks, Recreation and Community Services: Virginia county PRCS department delivering comparable recreation facilities, camps, therapeutic services, and outdoor programs in a similarly diverse suburban-rural setting.
• Henrico County Recreation & Parks: Virginia county recreation department operating recreation centers, athletic fields, programs, and parks for a comparable suburban county population — directly comparable in scope, funding model, and programming mix to Roanoke County.
• YMCA of Roanoke Valley: Local nonprofit operating membership-based fitness, aquatics, youth programs, and adaptive services — closest direct competitor to Green Ridge Recreation Center and Brambleton programming.
• Albemarle County Parks & Recreation: Virginia county recreation department of similar scale serving the Charlottesville region with recreation centers, parks, and programming — comparable in size and rural-suburban mix.
• Chesterfield County Parks and Recreation: Adjacent Virginia county operating a similar portfolio of recreation centers, athletic leagues, aquatics, and parks with comparable funding structure and demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/recreation
• YouTubeyoutube.com/user/RoanokeCountyParks
• Facebookfacebook.com/RoanokeCountyParks
• Instagraminstagram.com/rocoparks

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Roanoke County Parks, Recreation and Tourism