The 707
Pro soccer evaluating Sonoma County Fairgrounds for stadium Professional soccer is eyeing the Sonoma County Fairgrounds as a potential site for matches and events. The Sonoma County Board of Supervisors this week approved a Letter of Intent with the United Soccer League—the largest professional soccer organization in the U.S.—launching a process to evaluate the Sonoma County Fairgrounds, and other county-owned properties in Santa Rosa, for a potential new multi-purpose stadium and mixed-use entertainment district, county officials announced this week. The City of Santa Rosa has a similar agreement with USL. USL has expressed interest in Santa Rosa as a potential expansion market for professional men’s and women’s soccer—and the county-owned fairgrounds has emerged as a potential location. The league is looking to build a stadium that would host at least 5,000 spectators. To finance the project, the county anticipates the league will propose a mixed-use entertainment district that would include housing, retail and other uses. The agreement doesn’t commit the county to any funding or proposal agreement but allows the soccer league to study the fairgrounds for consideration of design ideas and financing. The negotiating period runs through Sept. 17, 2026.
Board of Supervisors Chair Lynda Hopkins said she’s excited by the possibilities. “Professional soccer has the potential to bring new energy and activity to the site, and we’re committed to working closely with the community as we explore what this could look like,” Hopkins said in a statement from the county announcing the agreement. The board allocated $30,000 for public engagement and legal review, and also agreed to form an ad hoc committee, led by Supervisors Rebecca Hermosillo and Chris Coursey, which will guide staff as the County evaluates a potential public-private partnership with USL to develop a professional soccer stadium at the fairgrounds. A series of public meetings will take place in early 2026 to gather public input on the potential of the sports complex— JW
Mumm acquired by local Trinchero Family Wines Mumm is still the word in Napa sparkling wine, as Pernod Ricard is reportedly selling the internationally known brand to Trinchero Family Wine & Spirits for an undisclosed sum. The St. Helena-based wine brand includes such well-known labels as Ménage à Trois, Sutter Home and Hanson vodka in its portfolio. Bob Torkelson, president of Trinchero, described the acquisition as a “strategic addition.” “As one of California’s top sparkling brands with a loyal consumer base, we’re confident it will play an important role as we continue to drive sustained growth for Trinchero Family Wine & Spirits,” Trinchero said in an announcement of the sale, which is expected to be finalized in spring 2026. Pernod Ricard said the move will allow the French company to concentrate more on its Champagne and spirits brands.— JW
Scott Orr tapped to lead Permit Sonoma Longtime Sonoma County planning official Scott Orr has been named the new director of Permit Sonoma, the county’s planning department. Orr had been serving as interim director since July, when former Permit Sonoma director Tennis Wick announced his retirement. Orr has been with Permit Sonoma for nearly a decade, beginning as an entry level planner processing permits, going on to become Deputy Director in 2020, according to a Permit Sonoma announcement. Scott Orr, who has worked through the ranks of Sonoma County’s permit and planning department, has been named the director of Permit Sonoma. Sonoma County Chief Executive Christina Rivera highlighted Orr’s knowledge and temperament in expressing her confidence in his ability to lead the department into the future. “He is deeply familiar with the nuances of the planning and permitting world, and he knows all of the major projects that Permit Sonoma has undertaken,” said Rivera in the announcement. “He was recently elected vice president of the California County Planning Directors Association, so he clearly has the respect of his colleagues.”
Orr is tasked with overseeing the county’s consolidated land use planning and development permitting agency, where any land development or construction in the unincorporated area of Sonoma County is reviewed, permitted and inspected. The department includes Code Enforcement, Engineering and Construction, Fire Prevention, Natural Resources, and Planning divisions. Orr has a Master of City and Regional Planning degree from Cal Poly, San Luis Obispo and an undergraduate degree in environmental studies from the University of California, Santa Barbara, county officials said.— JW
12 NorthBaybiz
January 2026
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