afcra

What afcra does

AFCRA (Atlanta Fulton County Recreation Authority) is a Georgia public authority created by the Georgia General Assembly in 1964 to steward and activate premier public venues across Atlanta and Fulton County. The organization manages a portfolio of major public facilities including State Farm Arena (home of the NBA's Atlanta Hawks), Zoo Atlanta, Gateway Center Arena (home to the WNBA's Atlanta Dream and G-League College Park Skyhawks), John A. White Park Golf Course, and Grant Park Gateway. AFCRA operates with a small staff of approximately 5-10 employees and is governed by a board that includes Fulton County Commissioners and executives from legal, real estate, entertainment, and financial services sectors.

The authority's business model combines government funding through intergovernmental agreements with the City of Atlanta and Fulton County, facility rental income (e.g., $2,465 daily for Gray Parking Lot, $400-$2,500 for Hank Aaron 768 venue), and venue operations revenue. Major capital projects include the $30 million John A. White Park improvement bond and the $25 million Golf Course & Senior Activity Center project with the H.J. Russell & FS 360 joint venture. Beyond venue management, AFCRA distributes community grants through the Play It Forward program, awarding nearly $948,500 to 140+ Atlanta metro organizations in 2026.

AFCRA's customer base spans HBCU athletic conferences (SWAC, SIAC), the Atlanta Hawks, entertainment promoters, nonprofit organizations, community groups, and the general public of Atlanta and Fulton County. Distribution is primarily through direct venue bookings, government partnerships, and the grant application process. The organization has earned industry recognition with State Farm Arena ranking Top 5 in the US and 7th worldwide for live entertainment venues (Billboard 2025) and #1 NBA venue for sustainability (GOAL Awards 2025).

Name

afcra

Legal name

Atlanta Fulton County Recreation Authority

Website

https://afcra.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1–10 employees

Short description

AFCRA is a Georgia public authority that stewards and activates premier public venues across Atlanta and Fulton County, including State Farm Arena, Zoo Atlanta, and Gateway Center Arena, while distributing community grants through its Play It Forward program.

Ownership category

akta.pro rank

Product category

Public Recreation and Venue Management

NAICS

Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industry

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Public venue management
• Recreation authority
• Sports facility rentals
• Community recreation grants
• Event venue operations

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Facility Rentals: Revenue generated from renting AFCRA-managed facilities including State Farm Arena, Gateway Center Arena, John A. White Golf Course, Hank Aaron Drive venue (768), and Gray Parking Lot. Rental rates include government/non-profit meeting rentals ($400-$800 half/full day), special event rentals ($2,500-$2,465 daily), and venue concessions.
2. Grants and Community Investment: AFCRA distributes grants through its Play It Forward grant program, awarding nearly $1M ($948,500) to 140+ Atlanta metro area organizations in 2026. This represents community reinvestment rather than revenue generation.
3. Government Funding: Public authority funded by Atlanta and Fulton County through intergovernmental agreements. The $30 million bond for John A. White Park improvements and ongoing operational funding from city and county budgets.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

AFCRA is a public recreation authority that stewards and activates premier public venues across Atlanta and Fulton County, including State Farm Arena, Zoo Atlanta, John A. White Park Golf Course, and Gateway Center Arena. Beyond venue management, the organization distributes Play It Forward grants to community nonprofits, awards facility rentals for events, and partners with HBCU athletic conferences to host major tournaments.

Product overview

AFCRA (Atlanta Fulton County Recreation Authority) is a public authority that stewards and activates premier public venues across Atlanta and Fulton County. The organization operates a portfolio of recreation and entertainment facilities including State Farm Arena (a major downtown sports and concert venue), Zoo Atlanta (zoological park), John A. White Park Golf Course & Senior Center (historic golf facility with new senior activity center development), and Gateway Center Arena @ College Park (multi-purpose arena). Beyond venue management, AFCRA operates the Play It Forward Grant program providing up to $25,000 to community organizations supporting recreation, sports, and cultural activities, and offers rental facilities including the Gray Parking Lot and 768 Hank Aaron Drive event space.

Differentiator

Problem solved

Functional benefit

Products and services

• State Farm Arena Downtown Atlanta arena and home of the NBA's Atlanta Hawks. The venue hosts major concerts, sporting events, and entertainment performances. Ranked among the top 5 venues in the United States and top 10 worldwide for live entertainment (Billboard 2025).
• Zoo Atlanta Zoological park offering wildlife exhibits, conservation programs, and educational experiences including the Fantastic Flights bird presentation and Great Backyard Bird Count events.
• John A. White Park Golf Course & Senior Center

Quantifiable outcome

• Hosted 94 ticketed non-Hawks events at State Farm Arena in 2025
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• National Association of Minority Contractors (NAMC) of Greater AtlantacoreStrategic or Co-development Partner · 15 January 2026AFCRA partners with NAMC of Greater Atlanta to celebrate historic H.J. Russell & FS 360 joint venture selection. NAMC of Greater Atlanta represents 100+ member firms generating nearly $1 billion in annual economic impact through advocacy, business development, and technical assistance.
• H.J. Russell & Company | FS 360 Joint VentureflagshipStrategic or Co-development Partner · 13 January 2026AFCRA selected the H.J. Russell & FS 360 joint venture as prime contractors for the $25 million John A. White Golf Course & Senior Activity Center project. This marks the first time two Black-owned general contractors have been awarded a public-sector project as prime team in Atlanta, honoring Mayor Maynard Jackson's legacy of minority business participation.
• HBCU All-Stars LLCcoreStrategic or Co-development Partner · 2 October 2025AFCRA partners with HBCU All-Stars LLC to host the annual 'ATL Has Something to Say' HBCU All-Stars Challenge featuring top high school student-athletes from Atlanta Public Schools and Fulton County Schools. The event showcases HBCU culture, basketball talent, and provides recruiting opportunities for HBCU coaches.
• SWAC (Southwestern Athletic Conference)flagshipStrategic or Co-development Partner · 11 March 2025AFCRA partnered with SWAC to host the Men's and Women's Basketball Tournaments at Gateway Center Arena starting March 2025. The partnership brings HBCU pride, community, and culture celebrations to Atlanta with the tournament being 'more than just basketball' - a celebration of Black excellence featuring ancillary events, concerts, and day parties.
• SIAC (Southern Intercollegiate Athletic Conference)flagshipStrategic or Co-development Partner · 11 March 2025AFCRA partnered with SIAC to host basketball tournaments at Gateway Center Arena alongside SWAC. Morehouse Maroon Tigers won the SIAC Men's Basketball Tournament Championship at Clayton County Convocation Center (dubbed 'Forbes Arena South'), securing their first NCAA Division II Tournament appearance since 2018.
• City of AtlantacoreStrategic or Co-development Partner · 15 April 2024AFCRA partnered with City of Atlanta through intergovernmental agreement (IGA) for $30 million in bonds to finance John A. White Park design and improvements. The partnership includes dedicated senior activity center, modernized golf facilities, and community spaces serving Southwest Atlanta.
• First Tee - Metro AtlantacoreStrategic or Co-development PartnerAFCRA partners with First Tee - Metro Atlanta to operate youth development programs at John A. White Golf Course. The partnership 'Building Game Changers' empowers kids and teens through golf, with programs serving youth in Southwest Atlanta for nearly a century. First Tee participants have received scholarships through the TOUR Championship HOPE Tee Shot program.
• Zoo AtlantacoreStrategic or Co-development PartnerAFCRA operates Zoo Atlanta as part of its portfolio of premier public venues. Zoo Atlanta features attractions including Fantastic Flights bird presentation, giant panda habitat, and hosts events like the Great Backyard Bird Count. The partnership brings wildlife education and conservation to Atlanta communities.
• Atlanta FairminorGTM or Marketing PartnerAFCRA partners with Atlanta Fair for carnival events. The Atlanta Fair operates across from Georgia State/Center Parc Stadium, featuring thrilling rides, games, and food at AFCRA-managed outdoor venues.
• Universoul CircusminorGTM or Marketing PartnerAFCRA partners with Universoul Circus, celebrating 30 years of fun under the big top. The circus performs at AFCRA venues, bringing family entertainment to Atlanta communities.
• State Farm Arena / Atlanta HawksflagshipStrategic or Co-development PartnerAFCRA manages State Farm Arena, home of the NBA's Atlanta Hawks. The partnership drives Atlanta's sports and entertainment economy, hosting 94+ ticketed events annually and ranking in Billboard's Top 10 global venues for live entertainment.
• Fulton County Board of CommissionerscoreStrategic or Co-development PartnerAFCRA works with Fulton County through board member representation and joint initiatives. Chairman Robb Pitts and Vice-Chair Bob Ellis serve on both the Fulton County Board of Commissioners and AFCRA Board of Directors.
• Gateway Center Arena / Georgia International Convention CenterflagshipStrategic or Co-development PartnerAFCRA partners with Gateway Center Arena in College Park for HBCU basketball tournaments and major events. The 5,000-seat venue is operated by Georgia International Convention Center, located near Hartsfield-Jackson airport with MARTA and Skytrain access.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ASM Global: ASM Global is a large private operator of stadiums, arenas, convention centers, and entertainment venues. It offers relevant global scale in venue operations and event production, although it serves a broader set of private and public clients.
• Oak View Group: Oak View Group develops, manages, and operates arenas, convention venues, and entertainment districts. It is relevant for arena operations and venue development, while differing from AFCRA's public-authority and community-investment structure.
• Anschutz Entertainment Group: Anschutz Entertainment Group owns, operates, and develops arenas, stadiums, districts, and live-entertainment assets. Its arena operations, booking capabilities, and event-driven revenue model are comparable to the commercial activities surrounding AFCRA-managed venues.

Direct peers

• Houston First Corporation: Houston First is a public corporation that manages convention, entertainment, and public-space assets while promoting events and tourism. Its public venue portfolio and destination-development remit closely overlap AFCRA's activities.
• Massachusetts Convention Center Authority: Massachusetts Convention Center Authority is a public authority responsible for convention, exhibition, and event facilities in Boston. It is relevant for the same public-sector facility stewardship, event-hosting, and regional economic-development model.
• Georgia World Congress Center Authority: Georgia World Congress Center Authority is an Atlanta public authority operating the Georgia World Congress Center, Centennial Olympic Park, and Mercedes-Benz Stadium. Its portfolio of public convention, entertainment, and sports venues closely matches AFCRA's venue stewardship and activation model.
• Georgia International Convention Center: Georgia International Convention Center operates Gateway Center Arena, a core HBCU event venue associated with AFCRA. It is the closest local comparator for arena booking, event programming, and facility operations.
• Seattle Center: Seattle Center is a municipally managed campus of event venues, cultural attractions, and public gathering spaces. Its combination of entertainment programming, recreation, and community activation is comparable to AFCRA's diverse venue portfolio.
• Events DC: Events DC is a public authority that operates convention, sports, entertainment, and cultural facilities in Washington, D.C. It is comparable through public-sector venue governance, event programming, and economic-development mandates.
• Metropolitan Pier and Exposition Authority: Metropolitan Pier and Exposition Authority is a public entity that operates major meeting, exhibition, tourism, and public entertainment facilities in Chicago. Its governance and mixed convention, entertainment, and public-purpose remit are closely comparable to AFCRA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theafcra
• LinkedInlinkedin.com/company/afcra
• Instagraminstagram.com/theafcra

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 afcra