Howard Bentley Buick GMC and Sand Mountain Park & Amphitheater have launched a long-term partnership aimed at making youth sports more affordable by reducing registration fees for eligible recreation leagues to $25 per child.
The initiative, called Drive to Play, is designed to remove financial barriers to youth athletics while encouraging more children to participate in organized sports. The program also provides funding to keep registration for the park’s Miracle League free for athletes of all abilities.
“This initiative is about giving back. Plain and simple,” said Taylor Bentley Conner, dealer principal of Howard Bentley Buick GMC. “Our family has been blessed by this community for nearly 40 years, and this is simply one way we can meaningfully give back. Youth sports teach lessons that extend far beyond the game. They build confidence, character, teamwork and lifelong friendships. If together we can help more children experience everything youth sports have to offer, then we’ll know we’ve made a real difference.”
The program applies to eight recreation sports offered through Sand Mountain Park during their primary seasons:
- Spring baseball
- Spring softball
- Spring tee ball
- Fall tackle football
- Fall flag football
- Fall cheerleading
- Fall soccer
- Winter basketball
Any child registering through Sand Mountain Park qualifies for the reduced fee regardless of residency or other eligibility requirements.
Officials said the initiative is funded through a combination of a financial investment from Howard Bentley Buick GMC and the City of Albertville’s and Sand Mountain Park’s reinvestment of concession revenue back into youth recreation.
“Partnerships are at their best when they begin with a shared purpose, and that’s exactly what happened here,” said Tanner Bozeman, business development director for Sand Mountain Park & Amphitheater. “Howard Bentley Buick GMC saw an opportunity to make a real difference for local families, and they didn’t hesitate to jump in. Their generosity and commitment to community aligns perfectly with our mission at Sand Mountain Park, making this a natural partnership from day one.”
Bozeman said the initiative is intended to create opportunities for more children to participate in sports while developing skills and relationships that extend beyond athletics.
The name Drive to Play reflects the partnership’s focus on community involvement and youth development. Organizers said “Drive” represents working together to move the community forward, while “Play” reflects every child’s opportunity to build confidence, develop friendships and enjoy youth sports.
Sand Mountain Park & Amphitheater is a 130-acre sports, recreation and entertainment complex in Albertville serving families throughout the Sand Mountain region.
Howard Bentley Buick GMC, a third-generation family-owned dealership, has operated in Albertville since 1988 and says community investment remains a central part of its mission.
Families can find registration dates and league information through Sand Mountain Park & Amphitheater.
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