What Wheaton Park District does

Wheaton Park District is a municipal government entity established in 1921 in Wheaton, Illinois, operating 52 park sites totaling more than 800 acres of public open space within a service area of approximately 53,000 residents. The district runs a diversified portfolio of recreation facilities — Cosley Zoo (AZA-accredited), Arrowhead Golf Club, Rice Pool and Water Park, Northside Family Aquatic Center, Central Athletic Complex, Ray Morrill Community Center, Parks Plus Fitness, DuPage County Historical Museum, Mary Lubko Center, Clocktower Mini Golf and Skate Park, Lincoln Marsh Natural Area, and Memorial Park — and delivers more than 1,600 recreation programs annually across early childhood, teen, adult, and senior segments, alongside 80,000+ annual special event attendees.

The district's technology stack is conventional consumer-facing infrastructure: a third-party Web2VSCloud online registration portal, a Wheaton Park District mobile app for iOS and Android providing single sign-in, household ID access, pass management, and digital tickets, the Calameo platform for seasonal digital program guides, and the OpenGov financial transparency tool. There is no evidence of proprietary AI/ML systems or differentiated technical IP. Digital touchpoints include 3.5M+ annual website pageviews, 100,000+ email subscribers, and a 22,000+ household quarterly e-program guide distribution.

The revenue model is a hybrid typical of municipal park districts: recurring property tax levies on Wheaton residents form the primary funding base, supplemented by transaction-based program and recreation fees (camps, athletics, dance, martial arts, fitness, aquatic admissions), recurring facility rental and membership revenue (fitness passes, pool passes, golf green fees), advertising and sponsorship across digital and on-site channels, and a commemorative donation program (benches at $3,000, trees at $1,500). Resident-rate pricing is gated by a Universal Resident Photo ID, and a military discount and Leisureship fee-assistance program address access. The district is governed by a seven-member volunteer Board of Commissioners, led by Executive Director Michael J. Benard.

Name

Wheaton Park District

Legal name

Wheaton Park District

Website

https://wheatonparkdistrict.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

101–250 employees

Short description

Wheaton Park District is a 1921 municipal park district in Wheaton, Illinois operating 52 parks and 800+ acres, delivering 1,600+ recreation programs, and serving ~53,000 residents via facilities including a zoo, golf club, aquatic centers, and community centers.

Ownership category

akta.pro rank

Product category

Public Parks and Recreation Services

NAICS

Nature Parks and Other Similar Institutions (71219), Zoos and Botanical Gardens (712130), Landscaping Services (561730), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Child Day Care Services (8351)

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industries

Parks, Recreation & Protected Areas Administration (BPAIAMAH), Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD), Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)

Keywords

• Parks and recreation services
• Municipal recreation district
• Community center programs
• Aquatic and fitness facilities
• Public golf and zoo operations

Headquarters

HQ city

Wheaton

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 Tax Revenue: Governmental revenue from property taxes levied on Wheaton residents, representing the primary funding source for park district operations
2. Program and Recreation Fees: Fees charged for early childhood, teen, adult, and senior recreation programs including camps, athletics, dance, martial arts, fitness, and aquatic facilities
3. Facility Rentals and Passes: Revenue from facility rentals (community centers, picnic areas, event spaces), pool passes, fitness memberships, golf club green fees, and court reservations
4. Advertising and Sponsorship: Digital advertising in program guides, emails, websites and on-site screens; event sponsorships; large-scale print marketing; foundation giving opportunities
5. Commemorative Program: Tree and bench commemorative donations with plaques - Park benches at $3,000, Trees at $1,500

Pricing tiers

Distribution channels4 records

Marketing channels9 records

Core offering

Wheaton Park District is a municipal government entity that operates and maintains 52 park sites totaling more than 800 acres, delivering public recreation services through a portfolio of facilities including Cosley Zoo, Arrowhead Golf Club, aquatic centers, fitness centers, athletic complexes, community centers, a historical museum, and natural areas. It offers more than 1,600 recreation programs annually for early childhood, teen, adult, and senior participants, hosts 85,000+ attendees at special events, and provides inclusion services for individuals with disabilities through its WDSRA partnership.

Product overview

Wheaton Park District operates as a multi-facility parks and recreation system offering 52 park sites totaling over 800 acres. The portfolio includes diverse facilities: Cosley Zoo (accredited wildlife facility), Arrowhead Golf Club (public golf with dining), Central Athletic Complex (ice rinks and gymnasiums), Ray Morrill Community Center (main hub), Rice Pool and Water Park and Northside Family Aquatic Center (aquatic facilities), Parks Plus Fitness (fitness center), DuPage County Historical Museum, Mary Lubko Center (senior programming), Clocktower Mini Golf and Skate Park, and Lincoln Marsh Natural Area. The district delivers over 1,600 recreation programs including athletics, dance, early childhood, fitness, martial arts, pickleball, summer camps, theatre, and virtual recreation. Digital offerings include a mobile app for registration and pass management. Additional services encompass special events hosting 80,000+ attendees annually, GO Card prepaid system, commemorative programs, fee assistance (Leisureship Program), and inclusion services for individuals with disabilities including Social Stories accessibility guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Cosley Zoo A nationally accredited zoo facility offering animal exhibits, conservation programs, and wildlife education for residents and visitors, serving over 75,000 visitors annually.
• Arrowhead Golf Club An 18-hole public golf course with dining facilities, event hosting, and golf instruction available to residents and visitors.
• Ray Morrill Community Center Main community center offering recreation programs, fitness facilities, event spaces, and administrative services including photo ID issuance and GO Card activation; receives over 1 million visits annually.
• Rice Pool and Water Park Seasonal aquatic facility featuring a water park with water slides, swimming pools, and concession stands serving over 120,000 visitors annually.
• Northside Family Aquatic Center Outdoor family swimming pool facility offering daily admission and pool pass memberships for residents.
• Central Athletic Complex Multi-purpose athletic facility featuring ice rinks, gymnasiums, paid open gym, and sports field lighting for various athletic programs.
• Parks Plus Fitness Fitness center offering memberships with amenities including an indoor track, whirlpool, sauna, steam room, and personal training discounts.
• DuPage County Historical Museum Museum featuring historical exhibits, model train displays, and free admission serving over 6,000-9,000 visitors annually with a collection of 40,000+ artifacts.
• Mary Lubko Center Active adult programming center offering recreation and wellness programs for seniors and active adults.
• Clocktower Mini Golf and Skate Park Outdoor recreation facility featuring mini-golf and skateboarding amenities.
• Lincoln Marsh Natural Area 150-acre natural area providing wetlands, prairies, and educational nature programs with stormwater retention capabilities storing 650 acre-feet of water.
• Memorial Park Historic park featuring outdoor concert venue (bandshell), picnic areas, and special event programming including the Summer Entertainment Series.
• Recreation Programs Over 1,600 programs including athletics, dance, early childhood, fitness, health & wellness, martial arts, pickleball, senior programming, summer camps, and theatre.
• Virtual Recreation Center Online classes, activities, and programs available in virtual format for remote participation.
• Special Events Annual events including Ice-A-Palooza, Fun Run, Go Fly a Kite, Cream of Wheaton, Fish-O-Rama, Independence Day celebrations, Pumpkin Fest, Festival of Lights, Shakespeare in the Park, and more hosting 80,000+ event-goers annually.
• League Sports Programs Athletic league programs including soccer, baseball, football, softball, and basketball for various age groups.
• Wheaton Park District Mobile App Mobile application featuring one-touch single sign-in for program registration, household ID access, pass management, digital tickets, and notifications (iOS and Android).
• GO Card Prepaid card system for camp fees and pool access at Rice Pool, Northside Aquatic Center, Clocktower Mini Golf, and Cosley Zoo concessions.
• Tree and Bench Commemorative Program Donation program allowing commemoration of individuals through park bench ($3,000) or tree ($1,500) installations with plaques at various park locations.
• Leisureship Program Fee assistance program providing reduced fees and financial support for qualified residents to access recreation programs, camps, aquatic facilities, and fitness memberships.
• Inclusion Services Accessibility services providing program modifications, adaptive equipment, support staff, and communication assistance for participants with disabilities, including sensory bags and partnerships with WDSRA.
• Advertising and Sponsorship Marketing opportunities including digital ads in program guides (50,000+ reach), email ads (100,000+ subscribers), website ads (3.5M+ pageviews), event sponsorships (80,000+ attendees), and large-scale print marketing.

Quantifiable outcome

• More than 85,000 people attend annual special events
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• Western DuPage Special Recreation Association (WDSRA)coreStrategic or Co-development Partner · 1 January 1976Cooperative extension of nine park districts serving communities of Bloomingdale, Carol Stream, Glen Ellyn, Naperville, Roselle, Warrenville, West Chicago, Wheaton and Winfield. WDSRA provides recreational and social opportunities to more than 4,500 individuals of all ages with disabilities. The district works closely with WDSRA to provide inclusion services at no additional charge.
• Conservation FoundationcoreStrategic or Co-development PartnerNon-profit land and river protection organization founded in 1972 with more than 3,500 members and 500 volunteers. Preserves and restores open space and natural lands, protects rivers and watersheds in DuPage, Kane, Kendall and Will Counties. Provides volunteer advisory council and Nature Rx program support to district conservation efforts.
• City of WheatoncoreStrategic or Co-development PartnerMunicipal government of Wheaton, Illinois (population ~53,000). Collaborates on community initiatives, recycling programs, and shared services. Located just west of Chicago with top-ranked schools and historic downtown.
• Wheaton Public LibraryminorStrategic or Co-development PartnerPublic library founded in 1891 overlooking Adams Park in downtown Wheaton. Voted Large Business of the Year in Best of Wheaton awards (2016 and 2018). Provides community programs and services.
• Forest Preserve District of DuPage CountycoreStrategic or Co-development PartnerNationally recognized conservation agency that acquires, preserves, protects and restores natural resources in DuPage County. Partners on conservation initiatives and the Sensory Garden Playground at Danada South Park.
• Ronald McDonald House CharitiesminorOthersProvides support to families traveling far from home for children's medical treatment. Helps families stay close to hospitalized children at little to no cost.
• Illinois Park & Recreation Association (IPRA)coreStrategic or Co-development PartnerState association providing exceptional standards of education, networking, and resources for Illinois park, recreation, and conservation professionals. Leads nation in premier education for parks and recreation professionals.
• National Recreation and Park Association (NRPA)coreStrategic or Co-development PartnerLeading non-profit organization dedicated to advancement of public parks, recreation and conservation. 60,000+ members representing public spaces in urban and rural communities. Has awarded district four Gold Medal awards.
• Milton Township CERTminorOthersCitizens Emergency Response Team educates about disaster preparedness and trains in basic disaster response skills. Supports emergency preparedness in the community.
• Wheaton School District 200coreStrategic or Co-development PartnerServes communities of Wheaton and Warrenville plus portions of Carol Stream, Winfield, West Chicago. Operates 23 facilities: 1 Early Childhood Center, 13 Elementary Schools, 4 Middle Schools, 2 High Schools, 1 Transition Program, 2 Operational Centers.
• SCARCEcoreStrategic or Co-development PartnerSchool and Community Assistance for Recycling and Composting Education. Partnered to earn Water Quality Flag and Earth Flag certifications. Provides fluorescent bulb recycling (Bulb Eater) and No-Idle Zone education.
• Kiwanis Club of WheatoncoreStrategic or Co-development PartnerCooperative partner in Sensory Garden Playground project at Danada South Park, creating barrier-free universally designed outdoor play space.
• KultureCitycoreTechnology or IntegrationPartners with Cosley Zoo to make the zoo and programs/events sensory inclusive. Provides training on recognizing sensory needs and handling sensory overload. Provides sensory bags with noise canceling headphones, fidget tools, and verbal cue cards.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Schaumburg Park District: Large suburban Chicago park district with extensive recreation programming, sports complexes, and aquatic facilities of comparable scale and accreditation profile to Wheaton.
• St. Charles Park District: Fox Valley area park district with a comparable portfolio of parks, recreation programs, sports facilities, and a similar municipal funding structure in the greater Chicago suburbs.
• Glen Ellyn Park District: WDSRA partner district offering comparable parks, recreation programs, aquatics, and community center facilities within the same cooperative and demographic context as Wheaton.
• Carol Stream Park District: WDSRA partner district serving a similarly-sized DuPage County community with parks, sports leagues, and recreation programming comparable to Wheaton Park District.
• Downers Grove Park District: Nearby DuPage County park district operating recreation centers, pools, and parks with a comparable Illinois municipal service model and overlapping resident demographics.
• Arlington Heights Park District: Suburban Chicago park district with multiple NRPA Gold Medal awards and a similar multi-facility portfolio including pools, fitness, ice rinks, and senior centers, making it a strong operational benchmark.
• Naperville Park District: Adjacent DuPage County park district operating parks, pools, community centers, and recreation programs with a comparable Illinois municipal funding model and similar facility mix to Wheaton Park District.

Broad incumbents

• Brookfield Zoo (Chicago Zoological Society): AZA-accredited zoo operator in the Chicago region and a far larger institutional peer to Cosley Zoo; relevant for zoo operations, accreditation, and conservation programming benchmarks.

Others

• National Recreation and Park Association (NRPA): National trade association that has awarded Wheaton four Gold Medals and serves as the peer benchmarking body for park district performance, policy, and standards.

Regional players

• Forest Preserve District of DuPage County: County-level conservation and recreation agency that partners with Wheaton on conservation initiatives; covers much larger acreage but serves overlapping residents with complementary rather than directly competing offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WheatonParkDistrict
• Facebookfacebook.com/wheatonparkdistrict
• Instagraminstagram.com/wheatonparkdistrict
• Xx.com/wheatonparks
• LinkedInlinkedin.com/company/wheaton-park-district

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries12 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 Wheaton Park District