Board of Supervisors directs staff to advance discussions with City of Santa Rosa, Sonoma County Fair Board and United Soccer League

The Sonoma County Board of Supervisors today directed County staff to begin formal discussions with the City of Santa Rosa, the Sonoma County Fair Board and the United Soccer League to evaluate the Sonoma County Fairgrounds as a potential site for a new multi-purpose professional soccer stadium and mixed-use entertainment district. 

The Board of Supervisors’ action authorizes staff to advance discussions and bring back for formal action a resolution that would allow the County to join the City of Santa Rosa’s existing exclusive negotiation agreement with USL. This would begin a yearlong feasibility process that will study land use, financing, governance and potential community impacts of the proposed stadium. The Sonoma County Fair Board provided similar direction to its staff. 

“The Fairgrounds has been a gathering place for our community for nearly 150 years,” said Supervisor Lynda Hopkins, chair of the Board of Supervisors. “We now have an opportunity to imagine how this space will evolve into the future. A multi-purpose stadium could bring energy, jobs and investment to the site, and it’s essential that we move forward in a way that reflects community values and keeps the Sonoma County Fair at the heart of it all.”  

The United Soccer League, which operates more than 200 professional and pre-professional soccer clubs across the United States, identified Santa Rosa as a potential expansion market due to its strong youth soccer participation, growing population and regional accessibility. The Fairgrounds emerged as the preferred location after a preliminary site review conducted by USL and City staff earlier this year.  

“Santa Rosa is a natural fit for professional soccer, and the Fairgrounds could be an incredible home for it,” said District 3 Supervisor Chris Coursey, who represents the Fairgrounds area and surrounding neighborhoods. “The Board’s action today ensures the County is an active partner in evaluating this opportunity. This process will give us the information we need to decide whether a project of this scope can serve the community’s interests and complement the Fairgrounds’ long-standing role as a public gathering place.” 

The Board of Supervisors and the Sonoma County Fair and Exposition Board of Directors will each identify liaisons to participate in discussions on the proposed USL development. Both organizations will work toward joining the City of Santa Rosa and USL in a multi-party exclusive negotiating agreement, allowing all parties to conduct due diligence on the proposed development. A feasibility study will assess the financial, environmental and operational viability of a potential stadium and mixed-use entertainment district. The process is expected to take approximately one year. 

“The Fairgrounds has always been a place where Sonoma County comes together to celebrate our agricultural heritage, enjoy entertainment, and support one another in times of need,” said Hugo Mata, president of the Sonoma County Fair and Exposition Board of Directors. “We see great potential in this proposal and look forward to being part of the discussions. Our priority is to ensure that any future development aligns with our mission, supports local agriculture and education, and preserves the Fairgrounds as a space that serves the entire community.” 

No commitments to develop or finance a project have been made at this stage. Any future proposal would require separate review and approval by the Board of Supervisors and the Fair Board.  

Today’s presentations by County staff and the USL are available on the County of Sonoma’s website. An FAQ on the USL proposal and news updates are available on the City of Santa Rosa’s website. 

### 
Media Contact: 
Ted Appel, Communications Specialist 
publicaffairs@sonomacounty.gov 
(707) 565-3040 
575 Administration Drive, Suite 104A 
Santa Rosa, CA 95403