What Milwaukee County Parks does

Milwaukee County Parks is a department of Milwaukee County government that manages public parks, recreation facilities, and natural areas across 19 municipalities in southeastern Wisconsin. The department oversees more than 10,000 acres of parkland encompassing forests, prairies, wetlands, urban green spaces, 13 golf courses (operated under the Milwaukee County Golf sub-brand), the Mitchell Park Horticultural Conservatory (a living plant museum housing 1,800+ plant species across three domes), Wehr Nature Center, Boerner Botanical Gardens, and an extensive trail network anchored by the Oak Leaf Trail. It serves over 950,000 county residents with swimming pools, splash pads, beaches, lakefront access, dog parks, community recreation centers, beer gardens, boating facilities, sports courts, and venue rental spaces.

The department's underlying technology is operational rather than innovative: GIS applications hosted through Milwaukee County's Land Information Office support land information and park mapping, while the Webtrac self-service portal handles program registration, venue booking, athletic field rentals, and parking citation payments. Online channels include the main parks website, an issue reporting portal for accessibility and maintenance concerns, and a dedicated community planning and engagement portal (mkecountyparks.org). Distribution is anchored by physical park facilities open to the public, supplemented by e-commerce channels for permits, registrations, and citation payments.

Milwaukee County Parks operates as a tax-funded public service with supplemental revenue from user fees. Revenue streams include park permits, facility and venue rentals, athletic field rentals, program registrations, golf course fees, parking citation fines, concession sales, event hosting fees, and advertising/signage sponsorship across trails and facilities. The go-to-market motion is community-led: services are delivered directly through physical facilities and online platforms, with grassroots support driven by hundreds of Friends Groups, volunteer organizations, and corporate partners (including the Milwaukee Domes Alliance and cultural institutions participating in Milwaukee County Free Days).

Name

Milwaukee County Parks

Legal name

Milwaukee County Parks

Website

https://countyparks.com

Company type

Private

Founded year

1835

Operating status

Operating

Headcount range

101–250 employees

Short description

Milwaukee County Parks is a government department managing 10,000+ acres of parks, 13 golf courses, nature centers, and recreation facilities serving 950,000+ residents across 19 municipalities in Milwaukee County, Wisconsin.

Ownership category

akta.pro rank

Product category

Public Parks and Recreation

NAICS

Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190), Zoos and Botanical Gardens (71213)

SIC

Services-Amusement & Recreation Services (7900), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Parks, Recreation & Cultural Services (BPAIACAI)

akta.pro secondary industries

Parks, Recreation & Protected Areas Administration (BPAIAMAH), Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Public parks services
• Recreation facilities
• Park permit services
• Nature education programs
• Venue rental services

Headquarters

HQ city

Wauwatosa

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. Parks Services and Facility Revenue: Milwaukee County Parks generates revenue through park permits, facility and venue rentals, athletic field rentals, program registrations, golf course fees, and parking citation fines. Additional revenue comes from concessions sales, event hosting fees, and business opportunity signage/ advertising placements along trails and facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Milwaukee County Parks operates as a government department managing over 10,000 acres of public parkland and providing recreation, conservation, and community services to Milwaukee County residents. Core offerings include 13 golf courses, the Mitchell Park Horticultural Conservatory (a living plant museum with over 1,800 species), Wehr Nature Center, swimming pools, splash pads, beaches, trails (including the Oak Leaf Trail), beer gardens, boating facilities, dog parks, and community recreation centers. The department also handles park permits, venue and athletic field rentals, event hosting, parking citations, and signage/advertising sponsorships.

Product overview

Milwaukee County Parks is a government parks and recreation department offering a diverse portfolio of recreational facilities and services across over 10,000 acres of land. The core offerings include 13 golf courses (Milwaukee County Golf), the Mitchell Park Horticultural Conservatory (featuring three domes with over 1,800 plant species), and Wehr Nature Center. Additional services encompass swimming pools, splash pads, beaches, dog parks, trails (including the Oak Leaf Trail), beer gardens, and boating activities. The parks department also provides event and venue rentals for weddings, corporate events, and gatherings, as well as sports facilities and outdoor recreation programs. Online services include program registration, parking citation payment, and issue reporting. The department partners with cultural institutions for Milwaukee County Free Days and offers advertising sponsorship opportunities through signage programs.

Differentiator

Problem solved

Functional benefit

Brands

• Mitchell Park Domes: The Mitchell Park Horticultural Conservatory is a living plant museum with a permanent collection of over 1,800 plant species representing plant life from across the globe. Also known as the Milwaukee Domes.
• Wehr Nature Center
• Milwaukee County Golf
• Milwaukee Beer Gardens

Products and services

• Milwaukee County Golf A network of 13 golf courses operated across Milwaukee County, offering tee times and play options for golfers from beginner to professional levels with green fees varying by course.
• Mitchell Park Domes (Mitchell Park Horticultural Conservatory) A living plant museum featuring three botanical domes and a permanent collection of over 1,800 plant species from across the globe, with admission fees, rentals, events, and concessions.
• Wehr Nature Center A nature center offering hiking trails, wildlife watching opportunities, and environmental education programs for all ages across all seasons.
• Parks & Recreation Facilities Over 10,000 acres of parks encompassing forests, prairies, and natural communities, including swimming pools, splash pads, beaches, lakefront areas, dog parks, and community recreation centers available to the public.
• Trails (Oak Leaf Trail and Nature Trails) An extensive trail network including the Oak Leaf Trail and various nature trails designed for hiking, biking, and outdoor recreation throughout Milwaukee County.
• Beer Gardens Seasonal outdoor beer garden venues operated within Milwaukee County Parks offering food, beverages, and entertainment in park settings.
• Venue Rentals Rental spaces for events ranging from baby showers and wedding ceremonies to corporate parties and trade shows, including picnic spot rentals and athletic field rentals.
• Boating & Water Activities On-the-water recreational activities including boating opportunities, boat rentals, and access to lakefront and beach facilities within Milwaukee County Parks.
• Sports & Recreation Programs Various sports and recreational activities including outdoor courts, athletic fields, and facilities supporting active recreation for residents.
• Signage & Advertising Sponsorship Advertising and sponsorship opportunities including banners on Lincoln Memorial Drive, signage along the Oak Leaf Trail, ice rink dasher boards, and digital ads sold to businesses and partners.

Quantifiable outcome

• Manages over 10,000 acres of land including forests, prairies, and other natural communities vital to regional environmental health
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and moderate.

• Milwaukee Domes AlliancecoreStrategic or Co-development PartnerThe Milwaukee Domes Alliance is an independent non-profit organization that provides financial and programming support to the Mitchell Park Horticultural Conservatory. This partnership supports the living plant museum's operations through additional funding beyond general admissions, rentals, events, tax funding, and concessions sales. The alliance also contributes to programming at the conservatory.
• Friends Groups & OrganizationscoreStrategic or Co-development PartnerMilwaukee County Parks partners with hundreds of Friends Groups and Organizations ranging from small volunteer groups organizing cleanups in local parks to larger organizations supporting park stewardship. These community partners play a vital role in volunteer activities, park beautification, trail building, tree planting, and conservation monitoring programs.
• Corporate Volunteer PartnersmoderateStrategic or Co-development PartnerLarge corporations partner with Milwaukee County Parks through employee volunteer programs supporting park revitalization and waterway restoration projects. Example includes Komatsu team which participated in buckthorn removal activities. These corporate partnerships help fund parks improvements while providing team building opportunities for participating businesses.
• Arts & Culture PartnersmoderateStrategic or Co-development PartnerPartnership with cultural institutions including Marcus Center for the Performing Arts, Milwaukee County Zoo, Milwaukee Art Museum, Milwaukee Public Museum, Charles Allis Art Museum, Villa Terrace Decorative Arts Museum, Milwaukee County Historical Society, and War Memorial Center. These institutions are co-promoted through Milwaukee County Free Days program and fall under the Arts & Culture category in county services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• New York City Department of Parks and Recreation: One of the largest municipal parks departments in the U.S., operating thousands of parks, playgrounds, and recreation centers. Comparable as a public-sector parks and recreation provider serving a dense urban population with similar service lines.
• Los Angeles County Parks and Recreation: County-level government department managing a large network of regional parks, golf courses, and natural areas across greater Los Angeles. Comparable as a county parks operator with diverse facilities (golf, nature centers, botanic gardens) and government funding structure.

Direct peers

• Philadelphia Parks & Recreation: Municipal department operating a large urban park system with recreation centers, golf courses, pools, and historic landscapes (e.g., Fairmount Park). Comparable in scale, mix of facilities, and government service-delivery model.
• Chicago Park District: Municipal-level government parks agency operating one of the largest urban park systems in the U.S., managing 600+ parks, 26 miles of lakefront, and extensive recreation programming. Directly comparable as a government-operated parks and recreation provider serving a major Midwest metro area.
• Minneapolis Park and Recreation Board: Independent government body managing Minneapolis parks, recreation centers, golf courses, and nature areas. Comparable as a municipal parks and recreation operator in the Upper Midwest with similar geographic, demographic, and seasonal profile.
• Cook County Forest Preserves: Government entity managing tens of thousands of acres of forest preserves near Chicago with trails, nature centers, and recreation facilities. Closely comparable as a large regional public-sector parks operator with conservation mandate and similar governance structure.

Regional players

• Boston Parks and Recreation Department: Municipal agency managing parks, playgrounds, golf courses, and recreation facilities in Boston. Comparable as a city parks department with similar facility mix and revenue model (permits, rentals, fees).
• San Francisco Recreation and Parks Department: Municipal department managing parks, golf courses, swimming pools, and recreation centers in San Francisco. Comparable in service mix (parks, golf, rec centers, event venues) though serving a different metro area in the western U.S.
• Denver Parks & Recreation: Municipal department operating parks, trails, golf courses, and recreation centers in Denver with a similar mix of natural areas and built facilities. Comparable as a peer government parks operator, though in a different region.

Others

• Trust for Public Land: National non-profit that works with municipalities to create and protect parks and public lands, including park-funding initiatives. Comparable as an adjacent, enabling partner that supports public-sector parks systems through advocacy, planning, and conservation funding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CountyParks
• YouTubeyoutube.com/milwaukeecountyparks
• Facebookfacebook.com/MilwaukeeCountyParks
• Instagraminstagram.com/MKEcountyparks
• LinkedInlinkedin.com/company/milwaukeecountyparks

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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Frequently asked questions about Milwaukee County Parks