The Sports Facilities Companies Selected to Manage New Gadsden, Alabama Athletic Center

The city of Gadsden, Alabama, has approved a facility management agreement with The Sports Facilities Companies (SFC) to provide comprehensive pre-opening services and full-time management for the new Gadsden Athletic Center. The multi-year partnership positions the venue to become a premier hub for sports tourism while expanding year-round recreation opportunities for residents.
 

Under the agreement, SFC will lead business development, staffing, marketing, event programming, sponsorship and advertising sales, and day-to-day operations for the complex, which is currently in the pre-opening phase with construction underway on an existing site along West Meighan Boulevard. The initial term of the management agreement runs five years from the facility’s opening, following an extended pre-opening engagement to support construction and launch planning. The venue is currently projected to open in spring 2027.
 

“From day one, our goal has been to create a complex that serves both Gadsden families and our local economy,” said Craig Ford, Mayor of the City of Gadsden. “Partnering with SFC brings nationally recognized operational expertise to this project, welcomes new visitors to West Meighan Boulevard, and gives our residents a place they can be proud to call their home court.”
 

The Gadsden Athletic Center is a multifaceted campus that combines court sports, aquatics, family entertainment, fitness, and outdoor tournament fields across nearly 29 acres. The indoor athletic facility will span approximately 161,000 square feet, anchored by eight configurable hardwood basketball courts. Planned amenities include:
 

• Eight basketball courts with overlay for 16 volleyball courts
• A family entertainment center (FEC) featuring a redemption arcade, four lanes of duckpin bowling, and sports simulators
• A large fitness center with dedicated group exercise spaces and locker rooms
• An indoor aquatics center with a six-lane, 25-yard competition pool and a zero-entry leisure pool
• Meeting and conference space, classrooms, and party rooms
• Four natural grass, 300-foot baseball/softball diamonds with supporting amenities
• 12 outdoor pickleball courts
• Six pavilions and a children’s playground
• Parking, trails, green space, and support buildings across the 28.7-acre complex

The facility program is designed for high-volume tournament play. The Gadsden Athletic Center is projected to host more than 100 events annually across basketball, volleyball, aquatics, baseball/softball, pickleball, and non-sport meetings and events by year five. Visitor spending on lodging, dining, transportation, retail, and entertainment is expected to generate more than $12 million in total economic impact in the first year, growing to nearly $20 million annually by year five.

In addition to its sports tourism component, it will also serve daily community use, with flexible spaces that can accommodate sports, meetings, camps, clinics, birthday parties, and special events. The venue will expand year-round access to fitness, aquatics, youth programming, and recreational leagues for Gadsden residents, reflecting the city’s emphasis on both economic development and quality of life.

“Gadsden is investing in a truly state-of-the-art complex, creating a front door for how families in northeast Alabama will play, gather, and experience this city for years to come,” said John Sparks, SVP of Venue Management for SFC. “I have family in Gadsden, so I know how proud this community will be of a venue like this. From tournaments that bring new visitors and spending to town to everyday leagues and programs for local kids, this complex will be a catalyst for both economic growth and community connection all year long.”

Over the first five years of operation, the complex is projected to drive more than $80 million in cumulative economic impact and support the creation of both direct facility jobs and community jobs tied to visitor spending, with total job creation estimated to reach approximately 170 positions annually by year five. The project is also anticipated to generate increasing state, county, and city sales and lodging tax revenues over time.

SFC will collaborate closely with the city’s designated liaison to align operations with community priorities and ensure a strong, transparent partnership throughout construction, opening, and day-to-day management. Pre-opening services include staff recruitment and training, operational systems development, marketing and branding support, and the launch of sports tourism sales efforts to begin filling the facility calendar prior to opening.
 

To learn more about the Sports Facilities Companies, please visit our website at sportsfacilities.com. Stay tuned on Facebook and LinkedIn for updates, programs, and job postings.