Willamalane

What Willamalane does

Willamalane Park and Recreation District is a public special park district founded in 1944 as the first of its kind in Oregon, serving Springfield and surrounding Lane County from its 250 South 32nd Street headquarters. The district operates five primary facilities — the 97,000-square-foot Bob Keefer Center for Sports and Recreation, Willamalane Park Swim Center, Splash! at Lively Park (an indoor waterpark), Camp Putt Adventure Golf Park, and Willamalane Sports Park (four lighted artificial turf fields) — plus the FitLot outdoor fitness park, multiple ball fields, parks, and trail systems. Programming spans youth summer camps, preschool, after-school childcare, middle school sports leagues, adult fitness and personal training, senior wellness, climbing, skating, and the Two50 Youth Center and 1Pass youth summer program covering 17 regional destinations.

The district's technology footprint is intentionally lean and consumer-facing: a public website at willamalane.org integrated with ActiveNet third-party scheduling and registration software handling program enrollment, memberships, and PCI DSS-compliant payment processing. A free Student Technology Lab at Bob Keefer Center, funded by a U.S. Department of Education grant, provides laptops with Microsoft Office and Springfield Public Schools portal access. Marketing and distribution rely on the website, Facebook and Instagram, an annual print and digital recreation guide, email newsletters, and community outreach through partnerships with Springfield Public Schools, AARP, FitLot, the Equity Community Consortium, and various nonprofits supporting DEIB-driven access.

Willamalane is funded primarily through property taxes (~60% of total budget), enabled by a permanent tax rate established in 1997 and supplemented by a May 2026 five-year local option levy projected to raise $8.43M. The remaining ~40% comes from admission and program fees (structured at lower in-district and higher out-of-district rates), grants, sponsorships, and donations. Pricing is unit-based across all facility categories (pools, courts, fields, personal training, mini-golf, camps, memberships), with scholarship rates available for middle school sports and community donation passes for qualifying nonprofits.

Name

Willamalane

Legal name

Willamalane Park and Recreation District

Website

https://willamalane.com

Company type

Private

Founded year

1944

Operating status

Operating

Headcount range

11–50 employees

Short description

Willamalane Park and Recreation District is a public special park district in Springfield, Oregon, operating parks, recreation centers, pools, sports fields, and youth/family/senior programs funded primarily by property taxes and serving Lane County residents with subsidized in-district pricing.

Ownership category

akta.pro rank

Product category

Public Parks and Recreation Services

NAICS

Nature Parks and Other Similar Institutions (712190), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

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

akta.pro primary industry

Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE)

akta.pro secondary industry

Group Camping & Scout Camps (THAGAOAI)

Keywords

• Public parks and recreation
• Community recreation facilities
• Youth sports programs
• Aquatic and fitness services
• Special park district

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Property Tax Revenue: Property tax revenue accounts for approximately 60% of Willamalane's total budget. As a special park district, residents within district boundaries pay a dedicated property tax. The district's permanent tax rate was established in 1997.
2. Admission and Program Fees: Revenue from facility entry fees, program registration fees, and class fees across all Willamalane facilities including pools, fitness centers, sports facilities, and summer camps. Fees are structured at lower in-district rates and higher out-of-district rates.
3. Grants: Willamalane receives grant funding from government and foundation sources, including federal grants from the Department of Education for the student tech lab, and grant partnerships with organizations such as AARP and FitLot for the FitLot outdoor fitness park.
4. Sponsorships and Donations: The district pursues sponsorship revenue and accepts charitable donations. The budget transparency plan specifically calls for increased focus on sponsorships and fundraising opportunities to reduce reliance on additional tax revenue.
5. Donations to Community Organizations: Willamalane provides donation program support to local nonprofit, civic, and educational organizations, offering All-Access Family Memberships and Day Passes. Organizations can request one donation per year.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Willamalane is a public special park district that operates and maintains parks, recreation facilities, and community programs for Springfield, Oregon and surrounding Lane County. It runs five main facilities (Bob Keefer Center, Splash! at Lively Park, Willamalane Park Swim Center, Camp Putt, and Willamalane Sports Park) plus trails, ball fields, and parks, and delivers year-round programming including youth sports, summer camps, swimming, fitness, climbing, skating, personal training, and the 1Pass youth summer pass. Operations are funded primarily by property taxes (~60%) supplemented by program fees, grants, sponsorships, and donations.

Product overview

Willamalane Park and Recreation District operates as a comprehensive parks and recreation provider offering diverse facilities and programs across the Springfield/Eugene, Oregon area. The district maintains two main recreation centers (Bob Keefer Center at 97,000 sq ft and Willamalane Park Swim Center), an indoor water park (Splash! at Lively Park), outdoor fitness park (FitLot), sports park with four artificial turf fields (Willamalane Sports Park), mini-golf course (Camp Putt), and multiple ball fields and courts. Programs include youth sports, summer camps, personal training, climbing, skating, the Two50 Youth Center, and the 1Pass summer youth pass. The district offers All-Access Memberships and Inclusion Services. Notable offerings include a free Student Technology Lab at Bob Keefer Center funded by federal grants.

Differentiator

Problem solved

Functional benefit

Brands

• Bob Keefer Center for Sports and Recreation: A 97,000-square-foot community center offering sports courts, fitness facilities, rock climbing, preschool, youth center, and meeting spaces. Named after former superintendent Bob Keefer.
• Splash! at Lively Park
• Two50 Youth Center
• Camp Putt Adventure Golf Park
• 1Pass

Products and services

• Bob Keefer Center 97,000-square-foot indoor sports and recreation center offering basketball, volleyball, tennis, pickleball, skating, a 35-foot rock climbing wall, preschool, gym, fitness center, Two50 Youth Center, and meeting spaces; named after former superintendent Bob Keefer.
• Splash! at Lively Park Indoor water park in Springfield and Eugene featuring a wave pool, lazy river, giant water slide, splash pad, heated lap pool, and outdoor sundeck with concessions; open seasonally with year-round swimming lessons.
• Camp Putt Adventure Golf Park Seasonal outdoor mini-golf park featuring two 18-hole courses spread over two acres, plus a rentable party pavilion for birthday parties and events.
• All-Access Membership Comprehensive recreation membership offering unlimited access to all five main Willamalane facilities, including waterpark swims, drop-in fitness center access, one daily complimentary round of mini-golf at Camp Putt, and group exercise classes.
• Middle School Sports After-school sports program for Springfield middle school students (grades 6-8) offering cross country, flag football, volleyball, basketball, soccer, and track and field, with a $30 scholarship rate available.
• Two50 Youth Center Free after-school club for Springfield middle schoolers featuring arts and crafts, foosball, sports, homework help, pool, rock climbing, roller skating, Nintendo Switch video games, and snacks, located at Bob Keefer Center.
• Personal Training Individual and small-group (2-person) personal training services with certified trainers at Willamalane fitness centers, offered in single-session, 3-session, 6-session, and 10-session packages with discounted bundled pricing.
• FitLot Outdoor Fitness Park Free, approximately 1,400-square-foot shaded and safety-surfaced outdoor fitness park with moving and static equipment for strength, cardio, balance, and flexibility training, located near Willamalane Sports Park and Bob Keefer Center; resistance bands available for checkout.
• Willamalane Sports Park Multi-sport facility with four lighted artificial turf fields for soccer, football, lacrosse, baseball, and softball, plus a playground, restrooms, and walking trail; located adjacent to Bob Keefer Center.
• Summer Camps Full-day summer camps for ages 5-14 including Explorers Camp, Discovery Camp, Camp Kaboom, Multi-Sports Camp, Camp Quest, and Camp Venture, featuring weekly themes, field trips, swimming, hiking, and STEM activities.
• 1Pass Youth Summer Pass Summer pass for youth 18 and under providing access to 17 destinations across Springfield and Eugene, including pools, sports facilities, museums, mini-golf, trampoline parks, golf courses, disc golf, and baseball games; valid June 15 through September 7.
• Fitness Centers Two indoor fitness centers with weightlifting and cardio equipment, including the Bob Keefer Center fitness center (PeaceHealth-sponsored with dumbbells, ellipticals, kettlebells, treadmills, and group training classes) and the Willamalane Park Swim Center fitness center.
• Climbing Wall 35-foot rock wall at Bob Keefer Center with 10 manual and auto-belay systems, more than 30 routes of varying difficulty, and a 15-foot bouldering wall, offering Climbing 101, climbing camps, Climb Time evenings, and My First Climb introductory classes.
• Skating Indoor roller skating at Bob Keefer Center with drop-in times, themed skate parties with live DJs, equipment rentals, and weekly events such as Swifty Skate, Boy Bands Skate, K-Pop Skate, and Ugly Sweater Skate.
• Sport and Facility Rentals Rental of sports venues including indoor courts at Bob Keefer Center, outdoor turf fields at Willamalane Sports Park, ball fields at Bob Artz, Guy Lee, and James Parks, pickleball courts at Meadow Park, and sand volleyball courts at Fort Park and Lively Park, available to leagues, teams, and event organizers.
• Student Technology Lab Free technology lab at Bob Keefer Center for Springfield Public School students, providing laptops equipped with Microsoft Office suite and SPS online portal access for homework and STEAM learning.
• Inclusion Services No-cost program enabling all community members to access Willamalane programs and facilities regardless of ability, delivered as part of the district's Diversity, Equity, and Inclusion commitment.
• Community Donations Program Donation program offering All-Access Family Memberships and Day Passes to eligible nonprofit, civic, and educational organizations within 25 miles of district boundaries; one donation per organization per year, with review and approval taking up to 30 days.

Quantifiable outcome

• The local option levy (passed May 2026) will raise $8,427,029 over five years to preserve current service and staffing levels.
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Equity Community Consortium (ECC)coreStrategic or Co-development PartnerThe Equity and Community Consortium is a resource-sharing and coordination forum for agencies providing governmental and public services in the Eugene-Springfield metropolitan area. Participating agencies include Bethel School District, City of Eugene, City of Springfield, Eugene School District 4J, Lane Community College, Lane County, Lane Transit District, Springfield School District, University of Oregon, and Willamalane. The ECC shares information about equity and service, develops equitable workplaces, and proactively communicates about equity in the community.
• Springfield School DistrictcoreStrategic or Co-development PartnerPartnership with Springfield Public Schools enables the middle school sports after-school program held at school gyms across all Springfield middle schools (Agnes Stewart, Briggs, Hamlin, Thurston). The district also collaborates on the student technology lab at Bob Keefer Center and various community events.
• Daisy ChainminorStrategic or Co-development PartnerLocal nonprofit organization with strong community connections. Partnered with Willamalane to engage and welcome underrepresented populations to district facilities and programs.
• The ARC of Lane CountyminorStrategic or Co-development PartnerOrganization serving people with intellectual and developmental disabilities. Partnered with Willamalane to support inclusion and accessibility of recreation programs for individuals with disabilities.
• University of OregonminorStrategic or Co-development PartnerPartnered with Willamalane through the Equity Community Consortium and as an educational partner. The Museum of Natural and Cultural History at UO is one of the 17 destinations on the 1Pass youth program.
• TransponderminorStrategic or Co-development PartnerLocal organization engaged by Willamalane to help reach and welcome diverse community members to district programs and facilities.
• Circle of FriendsminorStrategic or Co-development PartnerLocal organization partnered with Willamalane to expand community engagement and inclusion in recreation programming.
• Children's Legacy Foundation NetworkcoreStrategic or Co-development PartnerProvided a grant to Willamalane's middle school sports program to increase access and provide local youth with safe, inclusive, and enriching sports experiences. Thanked as a 'Middle School Sports Hero' by the district.
• Oregon Park & Recreation AssociationminorStrategic or Co-development PartnerStatewide professional association for parks and recreation professionals. Partnered with Willamalane on industry best practices, professional development, and networking.
• U.S. Department of EducationcoreOthersFunded the student technology lab at Bob Keefer Center through a federal grant. The project was also supported by former Congressman Defazio and Senators Merkley and Wyden.
• AARPcoreStrategic or Co-development PartnerGrant-funded the FitLot outdoor fitness park in partnership with FitLot Outdoor Fitness Parks. The FitLot provides free outdoor fitness equipment designed for all ages and abilities, with emphasis on older adult health and mobility.
• FitLot Outdoor Fitness ParkscoreTechnology or IntegrationCo-funded and co-designed the FitLot outdoor fitness park with AARP and Willamalane. FitLot provides outdoor fitness equipment designs and implementation guidance for community fitness parks.
• ActiveNet (Recreation Software)coreTechnology or IntegrationActiveNet is the third-party scheduling and registration software used by Willamalane for program enrollment, membership management, and online payment processing. All payment card information is encrypted and shared only with Willamalane's bank and a PCI DSS-compliant credit card clearinghouse.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tualatin Hills Park & Recreation District: Large Oregon special park district serving the Beaverton area, offering aquatic centers, sports complexes, recreation centers, and a broad parks system. Comparable in special-district governance, tax funding model, and comprehensive programming.
• Bend Park and Recreation District: Another Oregon special park district funded primarily by property taxes, operating pools, fitness, sports fields, trails, and youth programs in Bend, Oregon. Highly comparable in governance structure, revenue mix, and programming mix.
• North Clackamas Parks and Recreation District: Oregon special park district serving the North Clackamas area with aquatic park, fitness centers, sports programs, and summer camps. Operates a Splash! brand waterpark directly analogous to Willamalane's Splash! at Lively Park.
• Metro Parks Tacoma: Pacific Northwest municipal park district operating pools, sports complexes, community centers, and recreation programs funded by property taxes. Comparable in scale, funding model, and breadth of aquatics/sports programming.
• Roseville Parks, Recreation & Libraries: Municipal parks and recreation department operating aquatics centers, sports parks, and youth programming funded by a combination of taxes and fees. Comparable in serving a mid-sized community with comprehensive recreation facilities.

Regional players

• Corvallis Parks and Recreation: Mid-sized Oregon municipal parks department operating aquatic center, sports facilities, and youth programming. Comparable in scale and programming mix; serves adjacent Willamette Valley market.
• Greater Albany Parks and Recreation District: Oregon special park district operating aquatic center, sports facilities, and youth programs in Albany. Closely comparable governance and revenue model to Willamalane, but serves a smaller, geographically separate market.
• City of Eugene Recreation Services: Adjacent municipal recreation provider in the Eugene-Springfield metro, operating pools, sports fields, and community programs. Directly participates in Willamalane's 1Pass network and competes for out-of-district users.

Emerging players

• Boys & Girls Club of Springfield: Local nonprofit competing with Willamalane's Two50 Youth Center and youth programming for after-school and summer camp participants. Directly comparable target demographic and subsidized pricing model.

Broad incumbents

• YMCA of Columbia-Willamette: Regional nonprofit operating fitness centers, pools, youth sports, and childcare across the Portland metro and Willamette Valley. Competes with Willamalane for adult fitness, swim lessons, and youth programming segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Willamalane
• Instagraminstagram.com/willamalane
• LinkedInlinkedin.com/company/willamalane

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Willamalane