Could Pro Soccer Come to Santa Rosa? A USL Market Opportunity Report

The City of Santa Rosa and the United Soccer League (USL) have partnered to explore the potential for a new sports and entertainment complex, including a stadium for future men's and women's USL teams. This webpage highlights key findings, community engagement efforts, and collaborative steps underway to assess possibilities. The City and USL are in the early stage of exploration and negotiation, and no decisions have been made.

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Santa Rosa Market Opportunity Report

Oct. 28, 2025 - The Santa Rosa Market Opportunity Report presents a comprehensive analysis of the potential for developing a new sports, entertainment, and event complex, including a stadium for a future United Soccer League (USL) team. Commissioned by United Soccer Leagues, LLC and prepared by Sports Facilities Advisory (SFA), the report explores how such a development could drive economic impact, enhance community access to recreation, and position Santa Rosa as a regional hub for sports tourism. Through detailed market research, stakeholder engagement, and case studies, this report outlines a strategic path forward for leveraging sports infrastructure to benefit the local economy and community.

Below is a summary of the report's key findings. Use the following link to explore the full Santa Rosa Market Opportunity Report (PDF).

Santa Rosa Market Opportunity Report - Summary

The report, developed by Sports Facilities Advisory (SFA), evaluates the feasibility and potential impact of a new sports, entertainment, and event complex in Santa Rosa, including a stadium for a future United Soccer League (USL) team.

Key Objectives

• Drive economic impact through sports tourism and non-local visitation.
• Serve as a catalyst for local development and retail growth.
• Expand community access to sports and recreation.
• Establish a self-sustaining business model with minimal ongoing subsidies.

Market Insights

• Demographics: Santa Rosa and its surrounding region show strong population growth and favorable income levels, supporting both local and regional facility use.
• Participation Rates: High engagement in sports like soccer, basketball, and volleyball indicates strong demand for new facilities.
• Existing Providers: The local market lacks large-scale, tournament-capable venues, especially indoor courts and synthetic turf fields, presenting a clear opportunity.

Facility Recommendations

• Stadium: A 5,000+ seat stadium with premium amenities to host a USL team and anchor mixed-use development.
• Outdoor Fields: A multi-field complex to attract regional tournaments and overnight visitors.
• Indoor Venue: A flexible indoor sports and event space to host court sports, trade shows, and community events.

Economic Impact

• Sports tourism is a growing, recession-resistant industry. In 2024 alone, it generated $47.1 billion in travel-related spending nationwide.
• A Santa Rosa facility could significantly boost local hotel stays, retail sales, and tax revenue.

Next Steps

• Identify optimal site(s) for development.
• Explore funding mechanisms including public-private partnerships, tax incentives, and strategic alliances.
• Develop a detailed financial forecast and facility program.

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City, County & USL to Explore Soccer Stadium at the Fairgrounds

Oct. 17, 2025 - Today the Sonoma County Board of Supervisors directed County staff to begin formal discussions with the City of Santa Rosa, the Sonoma County Fair Board, and the United Soccer League to assess the Fairgrounds in Santa Rosa as a potential site for a multi-purpose professional soccer stadium and entertainment district.

This kicks off a feasibility study focused on land use, financing, community impact, and more-all with the goal of creating a space that reflects our shared values and celebrates the Fairgrounds' legacy as a community hub.

The City has been evaluating the possibility of the United Soccer League coming to Santa Rosa since March. No decisions have been made yet, but we're excited to partner with the County to explore what's possible for our residents and region!

Read the full announcement from Sonoma County: https://sonomacounty.gov/board-of-supervisors-directs...

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Exploring Pro Soccer in Santa Rosa: Six-Month Update

Oct. 1, 2025 - Santa Rosa's journey toward potentially hosting professional soccer is progressing. Six months after entering into an Exclusive Right to Negotiate (ERN), the City and United Soccer League (USL) have been evaluating the possibility of bringing men's and women's soccer teams to Santa Rosa. If we move forward, it will be several years before a stadium is built.

Progress Highlights

• April: ERN presented to City Council; USL began stakeholder outreach.
• May: Roles and deliverables refined; USL started a market feasibility study.
• June: USL and City hosted community engagement events; City Council formed ad hoc committee.
• July: USL began site analysis; partnership talks started with the County of Sonoma and Fair Board.
• August: Preliminary exploration on potential stadium design, location, construction, and operations; review of similar USL projects.
• September: The City hired a consultant to advise on potential USL land use, deal structuring, financing, and partnerships; USL conducted a third stakeholder visit; key observations released from the Santa Rosa Sports & Entertainment Survey.

Sports and Entertainment Community Input Survey

In June, the City of Santa Rosa and its partners hosted a United Soccer League (USL) Community Forum, giving residents an opportunity to hear from public agencies and USL about exciting developments related to professional soccer in the community. Participants were encouraged to complete a survey and provide input for shaping the future of sports, entertainment, and tourism in our community. While the survey results arestill being analyzed, the following high level observations have emerged:

Observations
Residents strongly feel underserved compared to nearby cities (SF, SJ, Sacramento). There's high interest in professional sports and major concert venues, alongside expanded youth sports facilities. The lack of a central, modern entertainment hub is a recurring theme.

• Santa Rosa residents are traveling often (and far) for entertainment, with significant local dollars going to other Bay Area metros. This highlights the missed opportunity for local offerings.
• Santa Rosa is recognized for grassroots and youth sports, as well as small local music events, but there's no unifying or large-scale entertainment anchor.
• Overwhelming support for positive community/economic benefits of USL, but funding and location issues are sensitive. Community pride is a standout theme.
• Residents see clear quality of life and economic benefits. Some remain skeptical about city funding, showing a divide between enthusiastic supporters and cost-conscious skeptics.
• Respondents want multi-purpose, community-oriented facilities with strong local vendor integration and transit-first planning. Many reject car-centric models.
• Respondents see entertainment and sports as tied to broader city planning issues (zoning, transit, downtown vibrancy).
• There's also frustration with past inaction but hope for transformative investments.

What's Next

The market feasibility study should be released in October. This study will help guide next steps and inform future decisions. On Oct. 17 at 9:30 a.m., the Sonoma County Board of Supervisors and Fair Board will hold a joint public meeting at the Fairgrounds to discuss the City's efforts and a potential USL partnership. Collaboration among the City, USL, and local partners will continue, with Council updates as progress is made.

Santa Rosa is taking meaningful steps toward potentially becoming home to professional soccer-stay tuned!

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United Soccer League and City of Santa Rosa Enter Exclusive Negotiations for Professional Soccer Partnership

May 27, 2025 - The United Soccer League (USL) and the City of Santa Rosa have announced their intent to explore bringing men's and women's professional soccer to Santa Rosa.

The City has entered exclusive negotiations with the USL to evaluate the viability of supporting professional soccer teams and expanding community entertainment options. This initial phase will consider key factors and address several questions, including funding models and identifying a suitable location for a stadium, which has not yet been determined.

"We are thrilled about the potential to bring both USL men's and women's teams to Santa Rosa," said Justin Papadakis, USL deputy chief executive officer and chief real estate officer. "Santa Rosa already has a strong soccer culture in place, and we feel the local community is ready for a club of their own. We look forward to working with Mayor Mark Stapp and the City of Santa Rosa to explore how we can contribute to the community's vibrant future through professional soccer and strategic infrastructure investment. This partnership could create lasting impact by driving economic growth, elevating the sports landscape, and providing new entertainment options and community benefits."

Santa Rosa could be the newest addition to the most extensive, fan-friendly and broadcast accessible soccer league in the United States.

"We're always looking at ways to enhance quality of life for Santa Rosa residents and support a thriving local economy," said City Manager Maraskeshia Smith. "Partnering with the USL to explore bringing professional soccer to our city reflects our commitment to creating exciting new opportunities for recreation, community pride, and regional engagement."