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By Ally Azzarelli
Community‑First, Destination‑Also: Operating an Inclusive Venue for Residents and Visitors
At the heart of every successful community-first venue is one clear principle: accessibility for all. At Sand Mountain Park & Amphitheater in Albertville, Alabama, this principle is brought to life through affordable memberships, day passes, and youth scholarships, making it easy for families to join in at their own pace and budget.
Free and low-cost gatherings, such as seasonal festivals, high school proms on the hardwood, United Way breakfasts, and food-bank drives, remind residents that this is their park. It’s a place that belongs to Albertville, just as much as it welcomes the world.
“Since Sand Mountain Park opened, our community hasn’t just grown — it’s transformed,” described Mike Price, economic development director, City of Albertville, in SFC’s webinar: A Community Catalyst: Inside the Success of Sand Mountain Park & Amphitheater.
“These choices build trust, reduce barriers, and convert a venue into a place people claim as their own,” said General Manager Shawn Perry. “We’re here for residents first, but we’re also a window to the world for Albertville.”
Smart Scheduling: Locals on Weekdays, Visitors on Weekends
Access isn’t only about price — it’s about time and opportunity. The operations team at Sand Mountain Park intentionally structures the calendar. Therefore, local leagues and programs run during the week, while weekends are reserved for tournaments, concerts, and regional events that attract visitors and drive local spending.
This balance ensures everyone has their moment on the field — or the stage — without competing interests. Behind the scenes, this requires careful coordination with event partners, forecasting demand, and transparent communication so that residents, athletes, and promoters are informed about when and how they can engage.
Amenities That Build Belonging
Community-first venues succeed because they offer more than fields and courts—they offer connection. Sand Mountain’s expansive amenity mix brings that idea to life across 130+ acres:
- Fitness center with group classes and training programs
- Aquatics complex and water park with a lazy river and swim lessons
- Walking trails for recreation and wellness
- RV park for family getaways
- Amphitheater for concerts, festivals, and cultural events
Together, these amenities create a rhythm of daily, weekly, and seasonal use — from weekday workouts and youth swim lessons to weekend tournaments and family movie nights under the stars.
“This venue became more than a park—it became the heart of a regional identity,” said Patrick O’Brien, SFC Senior Vice President of Venue Management.
A Model Where Every Piece Connects
“Albertville is a small city, the largest in our county, but without the traditional retail revenue streams, such as a Walmart,” explained City of Albertville Mayor Tracy Honea. “This project was a leap of faith, a Hail Mary, but we believed in it. And looking back, it truly was the right move.”
The Sand Mountain model demonstrates that community-first operations and economic impact are mutually reinforcing.
- Start with a promise: Residents come first. Affordable pricing, scholarships, and free local events make that visible.
- Build a structure around access: Weekdays for locals, weekends for visitors. This keeps the venue active year-round and maximizes tourism revenue without sacrificing community time.
- Program for connection: Wellness, culture, and family experiences strengthen local identity.
- Serve the whole ecosystem: Partner with schools, nonprofits, and employers to host trainings, volunteer days, and celebrations that root the venue in everyday life.
When these elements align, a facility doesn’t have to choose between being a community hub and a regional destination — it becomes both.
The design will follow for residents and visitors. Design only for visitors, and you risk losing both. In Albertville’s case, that philosophy transformed a bold idea into a lasting reality: a venue that residents rely on, and a region rallies around.
“The future is bright,” said Mayor Honea. “We’re planning to expand our Miracle League facilities, add pickleball courts, and improve playgrounds … We’re committed to continued growth.”
Amenities That Build Belonging
Community-first venues succeed because they offer more than fields and courts—they offer connection. Sand Mountain’s expansive amenity mix brings that idea to life across 130+ acres:
- Fitness center with group classes and training programs
- Aquatics complex and water park with a lazy river and swim lessons
- Walking trails for recreation and wellness
- RV park for family getaways
- Amphitheater for concerts, festivals, and cultural events
Together, these amenities create a rhythm of daily, weekly, and seasonal use — from weekday workouts and youth swim lessons to weekend tournaments and family movie nights under the stars.
“This venue became more than a park—it became the heart of a regional identity,” said Patrick O’Brien, SFC Senior Vice President of Venue Management.
A Model Where Every Piece Connects
“Albertville is a small city, the largest in our county, but without the traditional retail revenue streams, such as a Walmart,” explained City of Albertville Mayor Tracy Honea. “This project was a leap of faith, a Hail Mary, but we believed in it. And looking back, it truly was the right move.”
The Sand Mountain model demonstrates that community-first operations and economic impact are mutually reinforcing.
- Start with a promise: Residents come first. Affordable pricing, scholarships, and free local events make that visible.
- Build a structure around access: Weekdays for locals, weekends for visitors. This keeps the venue active year-round and maximizes tourism revenue without sacrificing community time.
- Program for connection: Wellness, culture, and family experiences strengthen local identity.
- Serve the whole ecosystem: Partner with schools, nonprofits, and employers to host trainings, volunteer days, and celebrations that root the venue in everyday life.
When these elements align, a facility doesn’t have to choose between being a community hub and a regional destination — it becomes both.
The design will follow for residents and visitors. Design only for visitors, and you risk losing both. In Albertville’s case, that philosophy transformed a bold idea into a lasting reality: a venue that residents rely on, and a region rallies around.
“The future is bright,” said Mayor Honea. “We’re planning to expand our Miracle League facilities, add pickleball courts, and improve playgrounds … We’re committed to continued growth.”
