For more than 75 years, Kids Incorporated has anchored Amarillo’s youth sports scene. Now, the nonprofit stands on the verge of its most transformative project yet: the Rockrose Sports Park, a 90-acre multi-field complex designed to unify its sprawling programs and attract visitors to the Texas Panhandle. A $1 million donation from local philanthropist Sherry Morrison has pushed Kids Inc. within striking distance of its $30 million Phase One fundraising goal, with construction eyed for summer 2025.
“This project means so much to me,” Morrison said. “My husband was a huge supporter of Kids Inc. and this community. I’m thrilled to help build something that will touch so many families in Amarillo.”
Founded in 1945 to provide organized sports for local youth, Kids Inc. has grown into a regional powerhouse that now serves more than 18,000 children annually across T-ball, soccer, basketball, volleyball, and other programs.
President and CEO Jimmy Lackey introduced the idea for a centralized complex in April 2022, dubbing it the “Home Field Advantage” campaign to streamline operations, ease family burdens, and spark economic growth.
Closing in on the goal
Morrison’s $1 million gift has put Kids Inc. within a few thousand dollars of reaching 80% of its $24 million target for Phase One. Hitting that mark unlocks an earlier pledge of $1 million, clearing the way for construction.
“We’re so close,” Lackey said. “We’re confident the final donations are coming, and once we hit $24 million, we’ll get those bulldozers moving.”
The road has not been smooth. In November 2024, Kids Inc. switched from an outside construction firm to Amarillo-based Southwest General Contractors — a move that briefly delayed progress. However, the local partnership helped ensure new drainage plans align with Interstate 27 and nearby playa lakes, reducing flood risks and streamlining permit approvals.
“Working with folks here means honest, face-to-face talks,” Lackey said. “It’s kept momentum alive.”
A game-changer for families
Phase One covers 60 acres of the broader 90-acre site, located near I-27, Hollywood Road, and Coulter Street. According to Kids Inc.’s website, the design includes eight baseball and softball fields, 31 soccer fields, and eight Olympic-size flag football fields — all with lighted synthetic turf. This turf requires no water, mowing, or fertilizer, and advanced drainage allows play to resume almost immediately after rainfall.
“Instead of crisscrossing town, families can park once and settle in,” Lackey said. “Single parents, grandparents — anyone juggling multiple kids — will feel the difference.”
According to the nonprofit, more than 40% of participants come from single-parent or grandparent-led households, so the centralized setup meets a pressing need.
Boosting Amarillo’s economy
Kids Inc. has already seen success with smaller facilities in Elk City, Oklahoma, and Hereford, Texas — both of which draw steady sports tourism, filling local hotels and restaurants. Amarillo officials expect a similar boost.
“In Hereford, restaurants were asking, ‘What’s happening this weekend?’” Lackey recalled. “That’s the buzz we want — more visitors, more spending, and a sales tax boost that could eventually ease property tax burdens.”
Local business owners are also optimistic. Susan Thompson, who manages a diner near the future site, said she looks forward to the extra traffic.
“We can’t wait to welcome traveling teams and their families,” Thompson said. “This project is going to be a game-changer for businesses around here.”
From vision to reality
Rockrose Development donated the 90-acre property in 2022, enabling Kids Inc. to focus on private fundraising for construction. Phase One’s $30 million price tag will build the outdoor complex. Future phases could include indoor facilities.
If permits remain on track, grading could begin by early summer 2025, with full construction targeted for August. Completion is projected for late 2026, though weather and other factors could prompt slight adjustments.
“We’re hoping to see dirt moving in a few months,” Lackey said. “It’s been a long haul since 2022, and we’re ready to deliver for Amarillo’s kids.”
From its post-World War II origins to today’s ambitious plans, Kids Inc. remains a vital part of the community. The Rockrose Sports Park reflects that legacy of service while aiming to propel the region’s youth sports — and its economy — into the future.