Stanley Park

What Stanley Park does

Stanley Park of Westfield, Inc. is a private 501(c)(3) non-profit organization that operates a nearly 300-acre public park in Westfield, Massachusetts, founded in 1949 by Frank Stanley Beveridge. The park comprises trails, woodlands, picnic areas, athletic fields, specialty gardens (Rose, Asian, Herb, and a Woodland Wildflower Garden featuring nearly 200 native species), athletic courts, pavilions, the Frank Stanley Beveridge Wildlife Sanctuary (over 160 acres), and a Colonial-era village with a working mill, covered bridge, and Carillon Tower. General public admission is free, and the organization receives no city, state, or federal tax funding, relying instead on an endowment from the Frank Stanley Beveridge Foundation, individual donations, and corporate sponsorships.

The park generates revenue through a tiered "Partner in Preservation" membership program (six tiers from $25 to $1,000 annually), event venue rentals for weddings and corporate functions (Meeting House at $100-$325, pavilions, gardens, Carillon Tower), photography permits ($75/hour or $250 annual), tribute and memorial programs (trees $1,000, benches $2,500, pet memorials $50, veteran bricks $250), seasonal group fitness classes with suggested donations (Yoga, ZUMBA, T'ai Chi Chih), children's programming, the annual Run Stanley race, and branded merchandise sold through an online Bonfire storefront. The organization employs 12 staff and is governed by a board including President Jay Queenin and Managing Director Victoria L. Connor.

Stanley Park's GTM is event-driven and community-led: it markets primarily through social media (Facebook, YouTube, Instagram, TikTok), email newsletters, and a structured corporate sponsorship program featuring 30+ local business partners. Customer relationships are managed through the membership program and a multi-tier donation framework, with physical park visitation as the core engagement surface. The organization recently celebrated its 75th anniversary in 2024-2025 and continues to operate as a community-rooted recreational and event venue for the greater Westfield region.

Name

Stanley Park

Legal name

Stanley Park of Westfield, Inc.

Website

https://stanleypark.org

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

Stanley Park of Westfield is a 501(c)(3) non-profit operating a nearly 300-acre public park and wildlife sanctuary in Westfield, Massachusetts, founded in 1949. It serves regional families and visitors through free public access, event venue rentals, a tiered membership program, fitness classes, and donation-funded operations.

Ownership category

akta.pro rank

Product category

Public Park & Recreation Services

NAICS

Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industry

Conservation Parks & Private Nature Reserves (Visitor Operations) (THAAAFAB)

Keywords

• Public park management
• Event venue rentals
• Community recreation services
• Membership programs
• Nature preserve operations

Headquarters

HQ city

Westfield

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. Membership Program: Partner in Preservation membership program with multiple tiers ($25-$1,000 annually) offering benefits including parking, photography permits, pavilion usage discounts, and event tickets.
2. Event Venue Rentals: Revenue from renting facilities for weddings, corporate events, and private gatherings including Meeting House, pavilions, and garden areas.
3. Donations and Sponsorships: The park operates as a 501(c)(3) non-profit relying on individual donations, corporate sponsorships, and foundation support. No city, state, or federal tax funding.
4. Branded Merchandise: Sale of Stanley Park branded merchandise including t-shirts, hoodies, hats, and accessories through online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Stanley Park operates a nearly 300-acre public park and nature preserve in Westfield, Massachusetts, offering free general access to trails, gardens, athletic fields, and recreational amenities. The organization supplements free access with revenue-generating programs including event venue rentals (weddings, corporate events, private functions), a tiered Partner in Preservation membership program, group fitness classes (Yoga, ZUMBA, T'ai Chi Chih), children's programming, tribute/memorial purchases, annual events like Run Stanley, and branded merchandise sales.

Product overview

Stanley Park operates as a single unified recreational park offering multiple interconnected services. The core offering is general park access to its 300-acre facility featuring gardens, athletic fields, pavilions, and natural areas. The organization supplements free public access with revenue-generating programs including event venue rentals (weddings, corporate events at venues like the Carillon Tower and Meeting House), a Partner in Preservation membership program with tiered benefits, tribute programs (trees, benches, pet memorials), branded merchandise sales, and group fitness classes (Yoga, ZUMBA, T'ai Chi Chih). The park also hosts annual events like Run Stanley and weekly children's programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Park Access and Recreation General public access to nearly 300 acres of trails, woods, picnic areas, athletic fields, recreational facilities, specialty gardens, and pavilions for visitors of all ages. Free admission for general visitors; handicap accessible with parking throughout the park.
• Partner in Preservation Membership
• Event Venue Rentals
• Tribute Programs
• Branded Merchandise Shop
• Group Health and Fitness Programs
• Run Stanley
• Friday Mornings for Children

Quantifiable outcome

• Over 4,000 annuals grown annually in the park greenhouse for use throughout the grounds
• +3 more outcomes

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Westfield BankcoreGTM or Marketing Partner2026 corporate sponsor of Stanley Park events and programs. Logo displayed on park sponsor page and event materials.
• Specialty Bolt & ScrewminorGTM or Marketing Partner2026 corporate sponsor supporting Stanley Park events and programs.
• Freedom Credit UnioncoreGTM or Marketing Partner2026 corporate sponsor of Stanley Park events and programs.
• WGE Whip City FiberminorGTM or Marketing Partner2026 corporate sponsor of Stanley Park events and programs.
• Kiwanis Club of WestfieldminorGTM or Marketing PartnerLocal service organization sponsoring Friday Mornings for Children events.
• Health New EnglandminorGTM or Marketing PartnerHealth insurance provider sponsoring T'ai Chi Chih wellness programming at the park.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mass Audubon: Largest Massachusetts-based non-profit nature conservation organization operating wildlife sanctuaries, nature centers, and programs across the state. Closely comparable given shared geography, focus on wildlife sanctuaries and nature-based recreation, and similar non-profit membership/donation revenue model.
• Heritage Museums & Gardens: Non-profit cultural institution in Sandwich, MA operating gardens, museum exhibits, and special events including an Auto/Motorcycle event series. Comparable as a regional non-profit combining outdoor gardens, special events, and family programming in Massachusetts.
• Trustees of Reservations: Massachusetts-based non-profit land conservation organization operating 120+ properties across the state with diverse gardens, trails, and historic estates. Directly comparable as a regional non-profit managing public-facing natural and cultural sites with similar revenue mix of memberships, venue rentals, and donations.
• New England Botanic Garden at Tower Hill: Botanic garden in Boylston, MA operating formal gardens, event venue rentals, weddings, and educational programming on a comparable scale. Strong peer given shared Massachusetts geography, formal garden focus, and similar mix of memberships, venue rentals, and event programming revenue.

Regional players

• Connecticut Audubon Society: Non-profit operating nature centers, sanctuaries, and educational programming across Connecticut. Comparable as a regional nature-focused non-profit with similar membership/event/education revenue model, though in an adjacent New England geography.

Broad incumbents

• Wave Hill: 28-acre public garden and cultural center in the Bronx, NY with formal gardens, event rentals, and robust education programming. Comparable as a public-facing garden and cultural site with similar programming and venue rental business model.
• Brooklyn Botanic Garden: Major urban botanic garden with 52 acres of specialty gardens, event rentals, memberships, and education programming. Comparable in formal garden focus, event venue rentals, and tiered membership structure, though at significantly larger scale and higher revenue base.
• Longwood Gardens: One of the world's premier public gardens operating 1,000+ acres in Pennsylvania with extensive event programming, memberships, and ticketed admission. Comparable business model in formal gardens and event-driven revenue, though at a substantially larger scale.
• Eloise W. Martin Center at the Indiana Dunes: National park-adjacent visitor center with nature programs and event hosting. Comparable as a larger-scale public-facing nature and visitor services operation, though operated as part of the National Park system rather than as a private non-profit.

Others

• Kiwanis Club of Westfield: Local service organization that already partners with Stanley Park on Friday Mornings for Children events. Included as a relevant ecosystem partner representing the volunteer and community service organization network that supports Stanley Park's programming.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@stanleyparkofwestfield
• YouTubeyoutube.com/@StanleyParkofWestfield-f4v/videos
• Facebookfacebook.com/TheStanleyPark
• Instagraminstagram.com/stanleyparkofwestfield
• LinkedInlinkedin.com/company/stanley-park

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Stanley Park