United Soccer League signs LOI to explore pro soccer team and stadium in Santa Rosa

The City of Santa Rosa and the United Soccer League (USL) announced Tuesday that they have executed a letter of intent (LOI) giving the league an exclusive 12‑month window to negotiate expansion into Santa Rosa, including siting and financing options for a multipurpose stadium and associated development.

Gabe Osborne (Planning & Economic Development director) and Scott Adair (chief economic development officer) briefed council on USL’s recruitment interest, describing a process that would identify suitable sites, explore private and public financing, evaluate league placement (USL Championship or League One for men; USL Super League or Western league for women), and—if a deal is viable—lead to a development agreement and stadium ownership and operations framework.

USL officials said they see Santa Rosa as a favorable market because of its population, a relatively young median age, a high concentration of soccer fans in the region’s media market, and limited nearby professional competition north of the Bay Area. The LOI includes an exclusivity period to prevent USL from negotiating with competing leagues and gives the league a right of first refusal on ancillary real-estate development tied to a stadium project.

USL and state officials emphasized the potential economic impact of a stadium-anchored project and cited USL experience nationwide with stadium-focused development. State economic-development staff said the governor’s office is prepared to help with permitting, workforce and financing resources if the project advances.

Council members and public speakers voiced near‑unanimous enthusiasm for the prospect; business and hospitality leaders said the city’s downtown and tourism sectors would benefit. Several public speakers described likely youth- and community-engagement benefits and asked how youth clinics, outreach to local clubs and women’s teams would be incorporated. USL representatives said community programming and a full development pathway for boys and girls are integral to the USL model.

Next steps: staff said they will host an initial community forum on June 4, 2025 (4–6 p.m.) to explain the process, gather input on sites and impacts, and collect public questions. Staff also noted the LOI imposes no immediate fiscal commitment; the LOI is exclusively an exploratory and negotiation-phase framework. Any public land use or subsidy would require additional council review, environmental analysis and, if applicable, compliance with the Surplus Land Act.

Quotes: “USL wants to be part of this,” USL deputy CEO Justin Papadakis told council. “We’ve moved this to the top of our list and have committed the time, energy and resources to work with this council.” California Business Development Office representative Tony Gomez offered state support, saying, “We are ready to roll up our sleeves and bring all resources that we have at GO‑Biz to bear on this project.”

Why it matters: A USL franchise and a 5,000-seat stadium would create recurring sports-event traffic, hospitality demand and potential ancillary development, and could provide a regional entertainment venue that otherwise does not exist north of the Bay Area. Council gave staff direction to continue the LOI process and to return with more detailed site, fiscal and regulatory information as the exploratory work proceeds.

Sections: Lede — The city and USL executed a letter of intent giving USL an exclusive period to explore a professional-soccer club and a minimum 5,000-seat multipurpose stadium in Santa Rosa. Nut graf — USL executives said Santa Rosa’s demographics and lack of proximate pro-soccer competition make it an attractive market; the LOI is an exploratory step with no fiscal commitment yet. Body – Market case, LOI terms (exclusivity, stadium sizing, possible league placements), planned community outreach (June 4 forum), and state expressions of support. Ending — Staff will continue site evaluation, fund and permitting analysis, and public outreach. Any eventual proposal requiring public land or subsidy will return to council for full hearings and environmental review.