The coming year is very important in the evolution of parks and recreation in the United States as we celebrate the 50th anniversary of two iconic organizations: the National Recreation and Park Association (NRPA) and Revenue Development and Management School. 

NRPA was formed in 1965 through the merger of five organizations, each serving elements of the park and recreation movement including the National Recreation Association, American Recreation Society, American Institute of Park Executives, National Conference on State Parks, and American Association of Zoological Parks and Aquariums. At the same time, a group of visionary park and recreation leaders developed the first Revenue Sources Management School, a professional development program that would serve as the model for other elements of our profession that continue to this day, such as Maintenance Management School, Supervisors’ Management School, and Directors School.

“Revenue School” evolved from a series of workshops and conferences offered by the American Institute of Park Executives from 1956 to 1964 on revenue-developing park facilities. The motivation for developing this innovative program was in response to the growing use of park lands in the United States, along with ever-increasing leisure time and the escalation in outdoor recreation participation. These conferences were instrumental in the development of standard nomenclature for the classification of fees and charges in recreation, as well as management publications that provided guiding principles for the development and management of revenue-producing facilities in local, state and national parks.

In 1961, the American Institute of Park Executives offered the “First Annual Conference and Exhibits for Revenue-Producing Facilities…” at the new Wilson Lodge at Oglebay Park in Wheeling, West Virginia, one of the nation’s most successful self-supporting parks. The emphasis of the program was on food and beverage concessions, but other topics included philosophy of revenue-producing facilities, salesmanship, impulse buying, souvenirs and gifts, fiscal controls and employee accountability. By 1965, this revenue conference evolved into Revenue Sources Management School, a program that is still the leader in providing professional education to park and recreation professionals in the development and management of revenue resources.

Revenue School was led by Professor Thomas I. Hines from North Carolina State University with curriculum development and instruction provided by a team of highly successful park and recreation leaders from across the nation. This first Revenue School attracted 129 students to the five-day, three-year program. Over time, Revenue School was reduced to two years.  With the American Institute of Park Executives joining other organizations in forming NRPA, the Revenue School’s Board of Regents invited this fledgling organization to become a co-sponsor of the school, a partnership that continues today.

After 50 years of what is now titled the “Revenue Development and Management School,” the curriculum continues to be dedicated to generating and managing revenue in park and recreation settings. The program is still offered by a partnership of NRPA, NC State University and Oglebay National Training Center; it is still located at Oglebay Resort and Conference Center; and it continues to be governed by a board of professionals or regents who develop reading materials and instruct in the program. Currently, Revenue Development and Management School attracts approximately 60 year-one students annually with a return rate of more than 80 percent for year two. Attendance records show almost 3,600 park and recreation professionals have completed Revenue School with 2015 registrations surpassing any school in recent history.

The Revenue School experience includes a mix of traditional training to active-learning exercises and case studies. Participants earn two CEUs for each year of participation. 

Phil Rea is Professor Emeritus at North Carolina State University.