Exploring Pro Soccer in Santa Rosa: Six-Month Update

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

On June 4, 2025, 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:

Initial 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."