Welcome to the November edition of the Sports ETA Facility Showcase! This month, we turn our spotlight to the Roebbelen Center in Placer Valley, California—a groundbreaking project that reimagines the potential of sports facilities on the West Coast. This facility is a trailblazer, transforming the decades-old Placer County Fairgrounds into a world-class multipurpose event campus that has become a national model for tourism and sports event innovation.

Make sure to read to the end—our Key Difference Maker could inspire new strategies to elevate your facility's success!

A Place Where Champions Are Made

Nestled at the base of the Sierra Nevada Mountains in Northern California, Placer Valley has emerged as a hub for premier sports events, hosting some of the largest youth, amateur, and professional competitions in the western United States. With top-tier facilities, tournament-friendly hotels, and easy access via Interstate 80, the region is purpose-built for sports tourism.

Placer Valley Tourism (PVT), a non-profit Business Improvement District (BID), was formed in 2004 to market the region’s three cities—Roseville, Rocklin, and Lincoln—as a premier destination. Each hotel in the district contributes a $6.50 assessment per paid room night to fund this mission, ensuring a continuous focus on enhancing tourism infrastructure.

The Roebbelen Center: A Model of Innovation & SUCCESS

The Roebbelen Center stands as the centerpiece of Placer Valley’s success, seamlessly blending state-of-the-art design with community needs. Here’s what makes it exceptional:

• 160,000 sq. ft. of indoor space
• Configurations for 12 basketball courts or 24 volleyball courts
• 35-ft. ceilings accommodating various event setups
• Space for meetings up to 6,000 people
• Flexible 4,000 sq. ft. breakout space and a 10,000 sq. ft. lobby

Since its grand opening in February 2020, the $34 million facility has achieved remarkable milestones:

• Attracted 482,000 annual attendees in 2023, booking 84% of weekends with tournaments.
• Generated 18,318 room nights and over $2.5 million in hotel sales in 2023, with 2024 on track to exceed 22,000 room nights.

Designing for Versatility & Community Impact

Flexibility was at the heart of the Roebbelen Center’s design. PVT conducted a feasibility study before construction, identifying a gap in large indoor event spaces. Today, the facility hosts marquee events like:

• NORCAL Volleyball Winter Classic
• Rose Gold Classic Gymnastics Meet

Beyond sports, the Roebbelen Center plays a vital role in community life:

• Hosts the annual Placer County Fair.
• Serves as an emergency space for evacuations, fire camps, and clinics.

This dual-purpose functionality underscores the importance of aligning facility design with community needs.

Experience & Future Vision 

Kim Summers, PVT’s CEO stated “As part of the project team for the Roebbelen Center, from feasibility study to construction to now operating, this project has been a once in a lifetime opportunity! Nothing is better than seeing the faces of athletes, families and friends light up as they enter the building g for the first time, creating memories they will hold onto forever.“

The success of the Roebbelen Center already has stakeholders working on a master plan for the entire campus area with a potential addition of 30,000 square feet!
 

KEY DIFFERENCE MAKER: Innovative Funding Through Partnerships

The Roebbelen Center sets itself apart through its first-of-its-kind funding model. PVT partnered with cities, the county, and the DMO to secure a revenue-based bond funded entirely by room night assessments—an unprecedented approach in the U.S. sports tourism industry.

This collaboration demonstrates the power of aligning stakeholders around a shared vision. By securing a dedicated revenue stream, PVT ensured the facility would be both financially sustainable and a long-term economic driver.

Parting Thoughts 

The Roebbelen Center exemplifies what’s possible when visionary leadership, strategic partnerships, and innovative funding come together. Their “if you build it, they will come” philosophy has turned a dream into a thriving reality.

Ask Yourself:

• What revenue streams or partnerships can you leverage to bring your facility vision to life?
• How can you align design and operations with both tourism goals and community needs?

Facilities like the Roebbelen Center remind us that with the right planning and collaboration, you can build your own field of dreams.

 

Want to showcase a facility in your destination?
Contact: Vince Trinidad at Vince@SportsETA.org

Miss a previous Facility Showcase? View Archives 

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