ECONOMIC DEVELOPMENT
STRATEGIC PLAN UPDATE AND
UNITED SOCCER LEAGUE INTEREST
IN SANTA ROSA
City Council Meeting
April 15, 2025
1 Scott Adair, Chief Economic Development Officer
Planning & Economic Development
1. ECONOMIC DEVELOPMENT
STRATEGIC PLAN UPDATE
2 3
2. UNITED SOCCER LEAGUE
INTEREST IN SANTA ROSA
Background
4 • Strategic Vision: Santa Rosa’s Economic Development Strategic Plan focuses on fostering a vibrant, economically sustainable city.
• Business & Community Growth: Supports initiatives that drive business expansion, community engagement, and regional connectivity. • Economic & Social Impact of Sports: Professional sports can attract visitors, boost local businesses, and strengthen community identity. • Proven Success Model: Other cities have leveraged professional sports as economic and social catalysts.
GOALS
5 This opportunity aligns with the Economic
Development Strategic Plan, which
emphasizes "identifying and optimizing land
opportunities," "welcoming new ventures,"
and "supporting and investing in a diverse
community.“ Also leveraging opportunities to
achieve a more vibrant community.
Opportunity
6 USL Market Interest: The USL has identified Santa Rosa as a potential market for expansion of the league and to site both a men’s and a women’s professional soccer team and for a stadium located in Santa Rosa.
United Soccer League (USL)
7 ABOUT THE UNITED
SOCCER LEAGUE
The United Soccer
League (USL) is the
largest professional
soccer organization in
North America,
possessing nearly a
decade of experience in
bringing the world’s
game to communities
across the United
States and Canada. It
counts more than 200
clubs in its membership.
United Soccer League (USL)
8 Santa Rosa’s Soccer Market
9 Santa Rosa’s Soccer Market
10 Santa Rosa’s Soccer Market
11 Exclusivity Agreement (LOI)
12 Letter of Intent (LOI): The City Manager has executed an LOI agreement with USL, establishing an exclusive negotiating period to explore league expansion. • Exclusive Negotiation Terms & Ancillary Development
• Stadium Planning & Development
• Financial & Legal Considerations
Exploratory only. No immediate Fiscal Impact
Next Steps
13 • Begin Community Outreach
• Identify Key Partners
• Site Selection Process
• Market Studies
• Sports Master Plan
• Source Operator/Franchisee
• Development Agreement
Action steps
14 More information and ways for the public to
engage online at SRCity.org/USL
Scott Adair
Chief Economic Development Officer
Planning and Economic Development
[email protected]
15 Future Community Forum: June 4th, 2025, 4-6pm