Imagine a bustling Sonoma County Fairgrounds transformed into a vibrant hub of professional soccer, entertainment, and community life. But here's where it gets controversial: can a multi-purpose stadium truly coexist with the Fairgrounds' existing agricultural and emergency functions? The Sonoma County Board of Supervisors has taken a bold step by approving a Letter of Intent with the United Soccer League (USL), kicking off a nine-month evaluation process for a potential stadium and mixed-use entertainment district at the Fairgrounds and other County-owned properties in Santa Rosa. This move allows the County to formally negotiate with USL and the City of Santa Rosa while ensuring public input remains a cornerstone of the process.
Supervisor Lynda Hopkins, chair of the Board, expressed enthusiasm: 'This is a thrilling opportunity to inject new energy into the Fairgrounds and Sonoma County. Professional soccer could bring a unique dynamism to the area, and we're dedicated to collaborating with the community to shape this vision.' The Letter of Intent mirrors a similar agreement between Santa Rosa and USL, the nation’s largest professional soccer organization. Importantly, it doesn’t commit the County to funding or constructing the stadium but provides a framework for USL to assess the Fairgrounds, explore design concepts, and determine the project’s financial viability. The exclusive negotiation period runs until September 17, 2026.
To oversee this initiative, the Board established an ad hoc committee, led by Supervisors Rebecca Hermosillo and Chris Coursey, tasked with guiding staff as they evaluate a potential public-private partnership with USL. Additionally, $30,000 has been allocated for public engagement and legal review, with a series of meetings scheduled for early 2026 to gather input from neighbors, businesses, labor groups, soccer enthusiasts, and other stakeholders.
Hugo Mata, president of the Sonoma County Fair & Exposition Board of Directors, emphasized the Fairgrounds' value: 'As stewards of this cherished public asset, we welcome the County’s commitment to transparency. Any development must harmonize with year-round fair operations and continue supporting agriculture, public events, emergency services, and community resilience.' This initiative builds on discussions from an October 17 joint meeting of the Board of Supervisors and the Fair Board.
USL has identified Santa Rosa as a promising market for expanding professional men’s and women’s soccer. After a preliminary review, the Fairgrounds emerged as the preferred site. USL will now develop a funding model for a stadium seating at least 5,000 spectators, likely proposing a mixed-use entertainment district with housing and retail to minimize public subsidies. Feasibility studies are expected by late summer 2026.
And this is the part most people miss: While the project promises economic growth and community engagement, it raises questions about land use, funding priorities, and the balance between sports entertainment and traditional fairground activities. Is this the right direction for Sonoma County? We want to hear from you—share your thoughts in the comments below.
For more details, the Letter of Intent and related documents are available on the County of Sonoma’s website here. An FAQ and updates can be found on the City of Santa Rosa’s website here.
Media Contact:
Ted Appel, Communications Specialist
publicaffairs@sonomacounty.gov
(707) 565-3040
575 Administration Drive, Suite 104A
Santa Rosa, CA 95403
