The Salvation Army Kroc Center - San Diego

What The Salvation Army Kroc Center - San Diego does

The Salvation Army Kroc Center - San Diego is a nonprofit community recreation and worship facility operated by The Salvation Army on a 12.4-acre campus at 6845 University Ave in central San Diego. Established in 2002 as part of Joan Kroc's bequest to The Salvation Army, the center functions as a "corps community center" integrating Christian ministry with recreational, educational, and social services. It serves families with children, youth and teens (ages 12-17), seniors (55+), schools and educators, corporate and community organizations, and a church/faith community through a diversified portfolio of programs.

The facility's physical infrastructure includes a 546-seat Joan B. Kroc Theatre with a 2,732 sq ft stage and motorized orchestra pit, an NHL-regulation ice arena, an aquatics center with three pools (competition, recreation, and warm-water therapy), an NBA-regulation gymnasium, an 8,000 sq ft Corner Zone indoor play park, a climbing tower, a 55,000 sq ft outdoor recreation field, and supporting event spaces (Rolando Room, Community Room). Programs span aquatics, ice skating and hockey, fitness and group exercise, dance, music, visual arts, Kroc Junior Theatre, STEAM enrichment, athletics, multi-format summer and seasonal camps, worship services, Bible study, and community assistance (Family Resource Center, membership scholarships, Christmas assistance). The Kroc Center is the only year-round ice arena in central San Diego, and its school partnerships include 10+ elementary schools (Kroc Fit Kids, 15 years running), 11 local schools (Family Arts & Literacy Program, 20 years running), and charter school vendor relationships.

The revenue model combines subscription/recurring streams (individual and family memberships, Kroc Travel Pass, senior affinity groups) with transactional streams (program and class fees, facility and venue rentals, birthday party packages, field trips, fitness challenges) and philanthropic streams (annual campaign, planned giving, restricted grants such as the Hervey Family Fund). Distribution is direct-to-consumer through an in-person front desk, online registration via sd.kroccommunity.org, phone inquiries, and school partnership enrollment. Customer acquisition is community-led, driven by word-of-mouth, school networks, church networks, and faith-based mission positioning. The center is staffed by 83 employees and is governed as part of The Salvation Army, a 501(c)-style nonprofit that precludes equity investment and capital markets funding.

Name

The Salvation Army Kroc Center - San Diego

Legal name

The Salvation Army

Website

https://sd.kroccenter.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

The Salvation Army Kroc Center - San Diego is a nonprofit community recreation and worship facility on a 12.4-acre campus offering aquatics, ice, fitness, arts, athletics, theatre rentals, and camps to families, youth, seniors, schools, and community groups in central San Diego.

Ownership category

akta.pro rank

Product category

Community Recreation Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Places of Worship & Religious Facilities Operations (Cemeteries, Retreat Centers, Pilgrimage Sites) (BPAGAJAL)

Keywords

• Community recreation services
• Aquatics and fitness programs
• Youth development programs
• Nonprofit community center
• Event venue rentals

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual and monthly membership fees providing access to fitness facilities, pools, ice arena, and member discounts on programs. Membership scholarships available for community members in need.
2. Program and Class Fees: Revenue from fitness classes, swim lessons, sports leagues, dance, music, arts, and STEAM programs. Includes personal training, strength series, and specialized youth development programs.
3. Facility Rentals: Rental income from Joan B. Kroc Theatre, Rolando Room, Community Room, gymnasium, ice arena, aquatics center, outdoor fields, and education spaces. Corporate events, performances, conferences, and community gatherings.
4. Birthday Parties and Events: Package-based party rentals including Corner Zone, Ice Skating, Gymnasium, Pool, and Recreation Field venues with various add-ons available.
5. Donations and Fundraising: Annual Kroc Center Campaign raising $105,000 to provide 2,000 scholarships for community members. Planned giving and donation programs support ongoing community assistance.
6. Fitness Challenge Programs: 8-week Kroc Fit Challenge program with personal training and nutrition support priced at $250 for members and $300 for non-members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Salvation Army Kroc Center - San Diego operates a 12.4-acre community recreation and worship campus offering membership-based access to fitness facilities, three pools, an NHL-regulation ice arena, a gymnasium, climbing tower, an 8,000 sq ft indoor play park, a 55,000 sq ft outdoor recreation field, and a 546-seat performing arts theatre. It sells structured programs in aquatics, ice sports, fitness and wellness, arts and education, athletics, and seasonal camps, alongside facility and event rentals, school field trips, faith-based worship services, and a community assistance program providing scholarships for low-income families.

Product overview

The Salvation Army Kroc Center - San Diego is a comprehensive community recreation and wellness center offering a diverse portfolio of programs and services across its 12.4-acre campus. The center operates as a multi-facility complex providing Aquatics (three pools), Ice Arena (the only year-round ice rink in central San Diego), Athletics (gymnasium, climbing tower, recreation field), and Fitness & Health & Wellness programs. Additional offerings include Arts & Education programs (Dance, Music, Theatre, Visual Arts, STEAM), Camp Kroc seasonal day camps, Worship & Ministry services, Birthday Party & Event Venue rentals (including the Joan B. Kroc Theatre with 546-seat capacity), Field Trips for schools, and Community Assistance Programs. The center operates a membership-based model with day passes available, offering access to facilities, classes, and discounted program rates.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquatics Programs Swimming and water-based programs for all ages and skill levels, including Adult Swim Club, Diving, Family Open Swim, Lap Swim, Learn to Swim, and Water Polo, delivered across a three-pool aquatics center.
• Ice Arena Year-round ice rink facility offering Adult Ice Hockey, Drop-in Hockey, Figure Skating, Ice Dancing, Public Skate, Skating Classes, Youth Hockey, and ice skating parties; the only year-round ice arena in central San Diego.
• Fitness & Wellness Programs Fitness programs including GroupX classes, Personal Training (30- and 60-minute sessions and packs), Strength Series, Teen Lift, Teen Orientation, and the 8-week Kroc Fit Challenge priced at $250 members / $300 non-members with nutrition support and 70 weekly timeslots.
• Arts & Education Programs Creative and educational classes including Dance, Improv, Kroc Junior Theatre, Music, STEAM Afterschool Enrichment, and Visual Arts for children, teens, and adults.
• Athletics Programs Sports and recreational activities including Basketball, Climbing Tower & Corner Zone, Flag Football, Pickleball, and Tiny Tikes programs.
• Camp Kroc Summer and seasonal day camp programs including general camp, HMI Hockey Camp, Summer Camps, and Camp Kroc Junior Leaders for youth development and summer employment opportunities.
• Birthday Parties & Corner Zone Package-based party rentals including Corner Zone indoor play park ($525 non-members / $472.50 members), Ice Skating Parties ($330 for 12 people / $585 for 24 people), Gymnasium Parties ($350 / $315 members), Pool Parties ($495 up to 50 people), and Recreation Field parties ($340 / $306 members).
• Joan B. Kroc Theatre & Performing Arts Center 33,000 sq ft fully equipped theatre with seating for 546, a 2,732 sq ft stage, motorized orchestra pit, scene shop, dance studios, and meeting spaces available for performances, conferences, and corporate events; weekend rate $3,200 for 5 hours, weekday rate $2,700 for 5 hours, including technical production manager, technicians, house manager, basic lighting/audio, dressing rooms, security, custodians, and volunteer ushers.
• Event Spaces (Rolando Room & Community Room) Rental event spaces including the 2,985 sq ft Rolando Room (up to 180 banquet-style; $1,000/hour for 3 hours, additional hours $300/hour; nonprofit rate $250/hour) and the 1,333 sq ft Community Room (up to 40-80 people; $200 for 2 hours, additional hours $75/hour; nonprofit rate $75/hour), with optional tables, chairs, and A/V equipment.
• Membership Programs Individual and family memberships providing access to fitness facilities, pools, ice arena, and discounted rates on programs and classes, plus Kroc Travel Pass, Senior Affinity Groups, and Membership Scholarships for community members in need; day passes available for non-members.
• Worship & Ministry Programs Faith-based services including Sunday worship, mid-week Bible study, prayer meetings, Women's Ministries, Create New Beginnings arts program, KCM Kids childcare, and The Open Table community dinners.
• Field Trips & Educational Programs Educational field trips and school partnership programs including Kroc Field Trips ($225 for 2-hour Rec Field/Corner Zone; $250 for 1-hour Swim), Kroc Family Arts & Literacy Program (serving 11 local schools since 2006), Kroc Fit Kids (10+ partner schools since 2011), Kroc Swim Program (250+ students annually), and PRE-K Family Read & Play Day, with optional Activity Leaders and Climbing Tower add-on.

Quantifiable outcome

• 2,000 scholarships provided annually through community fundraising
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 11 Local Low-Income Partner Schools (Christmas Program)coreStrategic or Co-development Partner · 1 January 2026Partnership with 11 local low-income schools to serve families with Christmas assistance including toys and food for children ages 0-12.
• USDA Summer Feeding ProgramminorStrategic or Co-development Partner · 1 January 2026Kroc Center participates in USDA Summer Feeding Program providing meals to children during summer months through partnership with local schools.
• Partner Elementary Schools (Kroc Fit Kids)coreStrategic or Co-development Partner · 1 January 2011Collaboration with 10+ elementary schools for Kroc Fit Kids program - weekly physical activity assemblies, monthly field trips, desk-side activity resources, and family guest passes.
• Pacific Coast Academy/Inspire Charter SchoolcoreStrategic or Co-development Partner · 1 January 2006Kroc Center is an approved vendor for Pacific Coast Academy/Inspire Charter School, allowing home school students to enroll in enrichment activities through their school's vendor list.
• Literacy First Charter Schools Freedom AcademycoreStrategic or Co-development Partner · 1 January 2006Kroc Center is an approved vendor for Literacy First Charter Schools Freedom Academy, providing enrichment activity enrollment for home school students.

Scale indicators10 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Life Time Fitness (San Diego locations): Premium fitness operator with multiple San Diego locations offering pools, courts, group fitness, and family programming. Competes for higher-income family memberships but lacks the worship and youth development mission.
• Boys & Girls Clubs of Greater San Diego: Larger youth development nonprofit serving San Diego with after-school programs, sports, and college preparation. Competes for youth programming dollars and school partnerships but lacks the Kroc Center's full recreation facility mix.

Emerging players

• Sky Zone San Diego: Specialty indoor recreation operator focused on trampoline parks and party venue business. Competes for the birthday party and family entertainment segment but lacks broader fitness and aquatic offerings.

Direct peers

• Mission Valley YMCA / Copley-Price Family YMCA: Operates nearby Y branches with comparable pools, gyms, and family programs in the same San Diego market. Direct overlap in aquatics, youth sports, and family memberships.
• YMCA of San Diego County: Nonprofit community fitness and recreation operator serving San Diego families with membership-based access to pools, gyms, youth programs, and family services. Directly competes for the same family and youth demographic with similar mission-driven positioning.
• Other Salvation Army Kroc Centers (e.g., Chicago, Phoenix, Boston): Operate identical community recreation center models under the same Salvation Army umbrella with comparable facility mixes (theatre, pools, ice, fitness), faith-based programs, and school partnerships. Same operational playbook and parent organization.
• Ed Brown Sports Center / San Diego Ice Arena: Direct competitor for ice arena programming including youth hockey, figure skating, and public skate sessions in the San Diego market. Competes for hockey league registrations and skating lessons.
• Lawrence Family Jewish Community Center (JCC) of San Diego: Faith-affiliated community center offering fitness, aquatics, arts, education, and cultural programming for families in San Diego. Closest direct competitor combining recreation, education, and faith-community elements under one roof.

Others

• Faithbridge Church / North Coast Church Community Centers: Faith-based San Diego organizations that combine worship with community programming, occupying a similar mission-alignment niche. Adjacent competitors for the church-community member overlap.

Regional players

• City of San Diego Recreation Centers: Public-sector recreation centers offering fitness, pools, and youth programs at subsidized rates throughout San Diego. Compete for municipal recreation dollars but lack the comprehensive specialized facilities (NHL ice arena, 546-seat theatre).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@kroccentersd/streams
• Facebookfacebook.com/SalvationArmyUSA
• LinkedInlinkedin.com/company/the-salvation-army-kroc-center---san-diego

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Salvation Army Kroc Center - San Diego