COEUR d'ALENE - On hand to celebrate the birthday will be a news crew from Quincy, Ill.

Turns out, the television team will broadcast its morning show from the Ray and Joan Kroc Community Center in Coeur d'Alene to show the audience back home what all the fuss is about.

The city of 40,000-plus on the Mississippi River is about to build its own Kroc Center, and the news crew will relay what it could one day have.

"I think the first year was just an amazing ride," said John Chamness, executive director, on the Kroc Center overshooting its first-year expectations. "It was a lot of fun, a lot of work, but it's just been an amazing ride."

The Kroc turns 1 today - and what a year it has been.

Before it opened, it shot for around 2,000 members, keeping its fingers crossed for 5,000 at the one year mark. Today, it has 20,500 members, and has entertained around 630,000 visitors since May 11, 2009 - while staff has increased to 272 employees compared to around 70 when it opened.

And a dozen cities, including Philadelphia, Chicago, Honolulu, and now Quincy, have toured the most populated Kroc Center in the West as a guide for their future hometown facilities.

The Kroc Center with the second-most members in the West is in Salem, Ore., with 9,400.

"Part of the reason is fitness, but it's so much more than that," Chamness said of its reception. "It shows the need for a community center not just in Coeur d'Alene but for North Idaho. It's a place for the whole family. And that's what we've talked about all along."

And it could be growing.

Already the center has discussed expanding to accommodate those numbers. It has added classes and is close to submitting plans to add a level of parking for 110 spaces on the parking lot's west side.

"There was a part of me that went, 'eh, this is going to be chaotic,'" said Cindy Clemons, a yearlong member who has used the facility to jog, ride and otherwise shed 101 pounds. "But they do a good job managing the crowds. The parking lot is full, but there's always something to do. It offers a nice variety."

That variety includes classes for kids, church services and theater productions, a cafe and concerts.

But exceeding its first year expectations has left some private club owners feeling the financial effects.

"I would wager that there isn't one private facility that hasn't been financially affected over the year," said Gary Retter, owner of the three area Peak Health and Wellness centers, who estimates his business is down 30 percent from last year. "Coeur d'Alene is only so big and if you take 20,000 members, only so many (potential new members) are left."

He said he hoped that the Kroc Center would work on creating partnerships with existing clubs that have been in the community for 30 years to keep private clubs active offering services that the Kroc Center doesn't have.

"We're competing with a center that has had a lot of advantages we don't," said Jeff Brannon owner of the Coeur d'Alene Athletic Club, on competing with a nonprofit center.

The $38 million Kroc Center opened after a $1.5 billion donation by Joan Kroc to The Salvation Army upon her death in 2003, and public and private donations ensured its construction here.

"We've felt the impact for sure," Brannon said.

But the variety of the Kroc Center is one of its biggest draws.

Around 6,000 of its members are on scholarships, too, while 3,200 people swim in the competition pool per month, and 14,479 have attended some type of aqua group fitness class.

"We try to get the most out of it we can," said Jim Martin, at the Kroc on Monday with his son, Anthony. "To be able to go swimming all winter is great."

First things first: Before seeing what the next year brings, the Kroc has a birthday to host. For 365 days of basketball and soccer games, spin, tone and dance classes, aerobic workouts, weight lifts, swim meets, and rock climbs, the center is planning a celebratory concert.

For $10 a ticket, country music recording artists Richie McDonald, Bryan White and up-and-coming country singer Allecia will be singing at 7 p.m. Saturday.

"They've taught us to be prepared to exceed expectations," said Maj. Donna Ames, director of the Kroc Center in Salem, Ore., on the local facility.

Salem has surpassed its membership expectations after opening six months ago, and Ames said she still talks with the Coeur d'Alene facility for advice managing such a successful operation.

"We haven't exceeded them to the degree Coeur d'Alene has, but we have," she said. "And staying in close contact with Coeur d'Alene has been very helpful."