What @the Grounds does

@the Grounds is a multi-venue event campus operator headquartered in Roseville, California, running 11 distinct event spaces across a 55-acre site formerly known as the Placer County Fairgrounds. The campus is anchored by the $34 million, 160,000 sq ft Roebbelen Center (opened February 2020), which can be configured for up to 12 basketball courts, 24 volleyball courts, or 6,000 attendees, and is complemented by Jones Hall, Johnson Hall, the Attaway Pavilion, four Barns venues, the Show Ring, Garden Room, Johnson Lawn, open lawn areas, the All American Speedway (4,000 seats), and an on-site RV park. The facility serves five primary use-case segments: sports tournament organizers (MADE Hoops, WCVBA, JAMZ Cheer), corporate event planners, expo and festival organizers (Tri-County Home Show, Cebu Jam Music Festival), concert promoters, and private social event hosts, plus the annual Placer County Fair as a legacy anchor.

The organization is structured as a non-profit operating under a public-private partnership with Placer County (land owner) and Placer Valley Tourism (PVT), a business improvement district covering Roseville, Rocklin, and Lincoln that has managed the campus since July 2017. Revenue is generated through venue rental fees (transaction-based, varying by space and event), RV park fees ($50/night per space, 28-day max stay), event parking ($15/space/day), and sponsorship/licensing arrangements including the Roebbelen Center naming-rights deal with Roebbelen Contracting Inc. (September 2020) and the 'What's Around @the Grounds' restaurant sponsorship program (February 2023). Go-to-market runs through a self-serve facility application form on atthegrounds.com for mid-market bookers and a direct sales team for enterprise events, with Placer Valley Tourism providing regional marketing and tourism channel support.

The company employs 11-50 staff including a Director of Sales, F&B Manager, Event Managers, and Operations/Maintenance teams. Leadership is Kim Summers (CEO since 2022), succeeding the late David Attaway. The Board of Directors is heavily weighted toward regional hospitality and municipal government stakeholders (Tharaldson Hospitality, Highgate Hotels, Hilton Garden Inn, Hyatt Place, City of Roseville/Rocklin/Lincoln assistant city managers), reflecting the BID governance structure rather than a venture-style investor base. No external funding rounds are disclosed; the entity is privately/non-profit funded and is not a candidate for traditional PE/VC investment in the conventional sense.

Name

@the Grounds

Legal name

@the Grounds

Website

https://atthegrounds.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

@the Grounds operates an 11-venue, 55-acre event campus in Roseville, California, managed by Placer Valley Tourism as a non-profit public-private partnership with Placer County. It hosts sports tournaments, corporate events, expos, concerts, and the annual Placer County Fair across facilities including the $34M Roebbelen Center.

Ownership category

akta.pro rank

Product category

Event Venue and Convention Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Racetracks (711212), Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Convention Campus & District Operators (Integrated Venue Districts) (THAHAAAL)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Festival Grounds & Fairgrounds Operations (MPAGALAH)

Keywords

• Event venue rental
• Sports tournament facilities
• Corporate event spaces
• Expo and festival venues
• Convention center operations

Headquarters

HQ city

Roseville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Venue Rental Fees: Revenue generated from renting out various venues on the campus for events including Roebbelen Center, Jones Hall, Johnson Hall, Attaway Pavilion, The Barns, Garden Room, and outdoor spaces. Pricing varies by venue and event type.
2. RV Park Fees: On-site RV camping at $50 per night per space with full hookups available. Reservations can be made up to 6 months in advance with a maximum stay of 28 days.
3. Event Parking Fees: Parking fees of $15 per space per day for most events at the Roebbelen Center, collected from event attendees.
4. Sponsorship Revenue: Venue naming rights and sponsorship opportunities sold to businesses, including the Roebbelen Center naming sponsor (Roebbelen Contracting Inc.) and 'What's Around @the Grounds' restaurant sponsorship program.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

@the Grounds operates a 55-acre multi-venue event campus in Roseville, California, comprising 11 distinct indoor and outdoor venues that host sports tournaments, expos, festivals, corporate events, concerts, private parties, and the annual Placer County Fair. Revenue is generated through facility rental fees across named venues (Roebbelen Center, Jones Hall, Johnson Hall, Attaway Pavilion, The Barns, Show Ring, Garden Room, Johnson Lawn, Open Lawn, All American Speedway, RV Park), on-site RV park nightly fees, event parking, and venue naming rights and sponsorship programs. The campus is managed by Placer Valley Tourism as a public-private partnership with Placer County.

Product overview

@the Grounds is a premier multi-venue event campus in Roseville, California, operated by Placer Valley Tourism. The offering consists of 11 distinct event venues across a 55-acre campus: the flagship Roebbelen Center (160,000 sq ft sports/expo facility), Jones Hall (10,200 sq ft flexible event space), Johnson Hall (6,075 sq ft premier venue), Attaway Pavilion (covered outdoor venue), The Barns (four rustic barn venues), The Show Ring (covered arena), Garden Room (connected meeting space), Johnson Lawn, Open Lawn Areas, All American Speedway (4,000-seat outdoor venue), and an on-site RV Park. The campus hosts sports tournaments, trade shows, concerts, corporate events, community festivals, private celebrations, and the annual Placer County Fair. Event planners can book spaces individually or rent the entire campus for large-scale events.

Differentiator

Problem solved

Functional benefit

Products and services

• Roebbelen Center A 160,000 square foot state-of-the-art sports and expo facility featuring 12 basketball courts or 24 volleyball courts, 35-foot ceilings, 10,000 square foot lobby, 8 flexible meeting rooms, and capacity for up to 6,000 people. Houses maple flooring, ample power outlets, storage and loading dock.
• Jones Hall A 10,200 square foot flexible event space with 68' x 158' dimensions, seating 750-970 people banquet style, connected to the Garden Room, featuring elegant exposed beams with chandelier lighting, truck load-in access, and AV equipment including sound system and LED wall lights.
• Johnson Hall A 6,075 square foot premier venue with 60 feet x 91 feet dimensions, seating 330 people banquet style or 250 rounds, featuring a large commercial kitchen, spacious curtained stage, roll-up door and side lawn access, and AV equipment including sound system, screen and projector.
• All American Speedway A high-capacity outdoor event venue featuring bleacher seating for 4,000 people with covered and open seating options, serving as a premier short track for racing events and large spectator performances.
• Attaway Pavilion A multi-use covered outdoor venue with approximately 700 sq. ft. stage and 4,200 sq. ft. main space, seating 600 guests, featuring food and beverage service area, weather-resistant cover for year-round use, and backstage access.
• The Barns Four rustic barn venues available for rent, each with 11,200 square feet of space, high ceilings and lighting, with one barn featuring solid concrete floor for added flexibility, and access to surrounding outdoor lawn spaces.
• The Show Ring A covered arena space with round patio area, neighboring lawn areas, optional fencing for livestock events, and simple aesthetic suitable for rustic weddings or livestock arenas.
• The Garden Room A 2,035 square foot smaller meeting space with 55 feet x 37 feet dimensions, seating 140 people banquet style or 100 rounds, featuring elegant floor-to-ceiling windows, outdoor patio, connected to Jones Hall, with projector screen available.
• Johnson Lawn A 5,460 square foot outdoor lawn space with seating for 420 people banquet style, 650-person assembly capacity, and available AV equipment including sound system, screen, and projector.
• Open Lawn Areas Affordable open event spaces offering flexible sizing for any event type, bookable together with other campus venues including Roebbelen Center, Jones or Johnson halls, with access to campus parking and amenities.
• RV Park On-site camping facility with full hookups at every site, $50 per night, reservations available up to 6 months in advance with maximum 28-day stay and 10-day cooling-off period required. Partially closed during June for Placer County Fair.
• Event Planning Services Comprehensive event planning services for sports tournaments, expos and festivals, corporate events, concerts, and parties, banquets, and fundraisers, with access to 11 unique venues across a 55-acre connected campus.

Quantifiable outcome

• Major sports tournaments like Boys California Live '24 attract approximately 5,000 attendees and generate $2 million in local economic impact
• +2 more outcomes

Named customers10 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

Partnerships

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

• What's Around @the Grounds Restaurant PartnersminorGTM or Marketing Partner · 1 February 2023Six restaurant partners near @the Grounds advertise through the 'What's Around @the Grounds' program, receiving newsletter mentions, logo placement on monitors in the Roebbelen Center, and inclusion on attendee flyers for 12 months.
• Roebbelen Contracting Inc.flagshipGTM or Marketing Partner · 17 September 2020Roebbelen Contracting Inc. became the naming sponsor of the Roebbelen Center event venue. This is a key sponsorship relationship providing venue naming rights and marketing visibility for the contractor.
• Placer CountycoreStrategic or Co-development Partner · 1 January 2019@the Grounds operates on former Placer County Fairgrounds property. Placer County approved the sports and event complex project and continues as a partner in hosting the annual Placer County Fair and other county events.
• Placer Valley TourismcoreStrategic or Co-development Partner · 1 July 2017Placer Valley Tourism assumed management of @the Grounds in July 2017. PVT is a business improvement district (BID) that includes the cities of Roseville, Rocklin and Lincoln. They guided the campus through massive renovations and continue to manage and market the venue as a tourism destination.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Cal Expo (California Exposition & State Fair): California's state fairgrounds and multi-purpose event campus in Sacramento, hosting the annual state fair, concerts, expos, and sports events. Closest comparable to @the Grounds in terms of fairground-to-multi-venue-event-campus transformation in the same California geography.
• OC Fair & Event Center: Orange County fairgrounds and event center hosting the annual OC Fair plus year-round concerts, expos, festivals, and equestrian/sports events. Mirrors @the Grounds' fairground-heritage, multi-venue, and diversified-event monetization model.
• Alameda County Fairgrounds: Northern California fairgrounds hosting the Alameda County Fair plus racetrack, concerts, expos, and corporate events. Comparable campus-style operations with racing component (like @the Grounds' All American Speedway).
• Sacramento Convention Center Complex: Sacramento's primary convention and meeting facility operated by ASM Global. Direct regional competitor for corporate meetings, conferences, and expos that might otherwise consider Roebbelen Center.
• Sonoma County Fairgrounds: Northern California fairgrounds hosting the Sonoma County Fair, wine industry events, concerts, and consumer expos. Similar fairground-heritage venue with diversified event programming.
• Irwindale Speedway: California short-track racing venue hosting Pro Late Models, Modifieds, and stock car events. Directly comparable to @the Grounds' All American Speedway component in format and racing categories.

Broad incumbents

• ASM Global: World's largest venue management and event services company managing hundreds of convention centers, arenas, and stadiums globally. Represents the professional venue management incumbent that handles competing regional venues.

Regional players

• Santa Clara Convention Center: Large convention and meeting venue in Silicon Valley competing for corporate events, tech conferences, and trade shows in Northern California — the same addressable market as Roebbelen Center.
• Monterey Conference Center: Northern California conference and event facility serving corporate meetings, conventions, and expos — comparable meeting/event space competing for the same regional event planner demand.

Emerging players

• Cross Insurance Center: Multi-purpose arena and event campus in Bangor, Maine hosting concerts, sports tournaments, expos, and conferences. Similar multi-venue integrated model in a smaller market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/atthegroundsroseville
• Xx.com/AtTheGrounds
• Facebookfacebook.com/TheGroundsRoseville
• LinkedInlinkedin.com/company/at-the-grounds-roseville

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 Grounds