Clay County tourism staff outline Northland World Cup marketing plan, propose shared website gonorthkc.com

County tourism and marketing staff on the same April meeting presented preliminary plans to market the Northland region for the 2026 FIFA World Cup, described estimated visitor and media figures, and outlined a multi-jurisdictional website and joint marketing strategy with Platte County and local municipalities.

Diana (County Administrator) introduced Megan Softwell, the county’s tourism and marketing coordinator, who provided the presentation. Softwell summarized the global and local scope of the tournament as presented to the commission: “We’re looking at 48 teams, a hundred and 4 matches, 16 cities, 3 countries,” and staff projections for the local region included an estimated 650,000 visitors to the Kansas City matches and an economic-impact figure cited in the presentation of about $652 million. Softwell also said local planners expect the Kansas City host schedule to span 26 days in the market and include six matches in Kansas City with a quarterfinal on July 11.

Softwell described three potential base-camp locations listed in planning materials — Rock Chalk Park in Lawrence, the Compass National Facility in Kansas City, Kansas, and the KC Current training facility in Riverside — and said final selections are expected in early 2026. She told the commission the county has published an RFP for a regional website and plans to launch gonorthkc.com; the county has also applied for and accepted a Missouri tourism matching grant structure allowing a 50/50 match and secured a separate Brand USA presence on visittheusa.com via a 90/10 grant (the county pays 10 percent). Softwell said the county can receive a $10,000 matching grant for the website and will leverage the state’s matching marketing grant program for broader ad buys.

On tactics, Softwell described a mixed media plan: digital advertising (Meta, Google, streaming services and apps), print maps and visitor materials distributed to hotels and welcome centers, email capture and newsletter campaigns via a contact form on the new site, and cross-promotion with local organizations including youth soccer groups and university campuses. The tourism office is also building a cloud-based digital discount pass (not an installed app) that will include participating local breweries, wineries and bars; Softwell said Clay County’s rollout will precede an expansion into Platte County.

Commissioners asked about local assets and special events. Commissioner Wagner asked whether county attractions such as Smithville Lake would be emphasized; Softwell replied that Smithville Lake will be included in a family-friendly or outdoor itinerary and that county staff will spotlight events as cities schedule them. Commissioner Carpenter and Commissioner Wagner urged the office to highlight July 4 and the nation’s 250th anniversary events in conjunction with World Cup programming. Softwell said a county–Platte County committee is meeting bimonthly and plans to move to monthly meetings as planning accelerates; she also said staff hold monthly coordination calls with the KC26 organizing team.

Softwell closed by noting partnerships with Park University and William Jewell College and said the county’s new site and consolidated marketing will create a legacy product for the Northland beyond the tournament. No commission action or vote was taken on the marketing plan; staff were given direction to continue regional coordination and proceed with the RFP and grant opportunities.

Commissioners thanked staff for the update and asked for further details as planning progresses.