Is Everett Betting Too Big on Soccer to support a new $120 million dollar Stadium?

Lessons from Austin, Charlotte, Reno—and the Shadow of Seattle

As Everett considers a $120 million investment in a multipurpose stadium with a United Soccer League (USL) team as a key tenant, it's time to pause and reflect. The promise of professional soccer is exciting, but the USL’s track record in other cities—and the looming influence of Seattle Sounders FC, one of Major League Soccer’s (MLS) most successful franchises—raise serious questions about the project’s long-term viability.

Here’s what we can learn from cities that have faced similar challenges, and why Seattle’s proximity could pose a unique issue for Everett.

Case Study 1: Austin, Texas

• Teams: Austin Bold FC (USL) vs. Austin FC (MLS)

• Timeline:

  • Austin Bold FC debuted in 2019 in the USL Championship.

  • In 2021, Austin FC began play in MLS, creating direct market competition.

• Challenges:

  • Competition for Fans: Austin FC, as part of MLS, quickly dominated local soccer interest, leaving Austin Bold FC with dwindling attendance.

  • Low Support: Despite creative marketing, Austin Bold FC never managed to capture the community’s attention, with some games drawing fewer than 1,000 fans.

  • Closure and Relocation: Unable to compete with Austin FC, Austin Bold FC shut down after the 2021 season.

• Key Takeaway: Even in a large, growing city like Austin, a USL team struggled to survive in the shadow of an MLS club.

Case Study 2: Charlotte, North Carolina

• Teams: Charlotte Independence (USL) vs. Charlotte FC (MLS)

• Timeline:

  • Charlotte Independence joined the USL Championship in 2015.

  • In 2022, Charlotte FC debuted in MLS, instantly overshadowing the Independence.

• Challenges:

  • Fan Defection: Charlotte FC's arrival redirected soccer fans to the MLS team, leaving the Independence with declining ticket sales.

  • Sponsorship Challenges: Corporate sponsors abandoned the Independence in favor of the bigger, flashier MLS brand.

  • Self-Relegation: To survive, Charlotte Independence voluntarily dropped to USL League One (third tier), drastically reducing its costs.

• Key Takeaway: The arrival of an MLS team can cannibalize the market, leaving USL teams without the financial resources or fan support to succeed.

Case Study 3: Reno, Nevada

• Team: Reno 1868 FC (USL Championship)

• Timeline:

  • Reno 1868 FC operated from 2017 to 2020.

• Challenges:

  • Limited Fan Base: Even with successful seasons on the field, the team struggled to maintain strong attendance.

  • Pandemic Impact: Revenue losses during COVID-19 forced the team to close.

  • Ownership Exit: The team’s owner cited a lack of long-term financial viability as the primary reason for folding.

• Key Takeaway: Even with strong local support, external factors like the economy or competing entertainment options can derail a USL team’s success.

Seattle Sounders: A Giant in the Neighborhood

• MLS Dominance: The Seattle Sounders are one of the most successful clubs in MLS history, boasting a loyal fan base, two MLS Cup championships, and a deeply entrenched presence in the Puget Sound region.

• Proximity Concerns:

  • Fan Competition: With Seattle just a 30-minute drive from Everett, why would soccer fans choose to support a lower-tier USL team when they can attend Sounders matches?

  • Sponsorship Overlap: Businesses and sponsors in the region already partner heavily with the Sounders, leaving little room for a USL team to carve out its own identity and support base.

  • Media and Attention: The Sounders dominate local soccer coverage, potentially relegating an Everett USL team to afterthought status.

• Key Question: Can Everett realistically expect to draw enough fans, sponsors, and media interest to sustain a USL team while competing with the Sounders’ massive presence?

A $120 Million Gamble

• Short Season, Limited Games: A USL team’s season consists of roughly 17 home games, leaving the proposed stadium underutilized for much of the year.

• No Guarantees: With the USL’s history of team relocations, closures, and market failures, banking on the league to anchor this investment is a risky bet.

• What Happens If It Fails? Should the USL team falter, Everett could be left with an expensive stadium and no second tenant to baseball — becoming a financial burden for taxpayers.

Final Thought: Can Everett Afford This Risk?

The experiences of Austin, Charlotte, and Reno highlight the inherent instability of USL teams, and Seattle’s proximity only magnifies the challenge. Soccer fans in the Puget Sound region already have a top-tier club to support, leaving serious doubts about whether Everett can generate enough interest and revenue to sustain a USL franchise.

As the Multiuse Facility Fiscal Advisory Committee and City Council meet on December 11, they must answer a critical question: Is this project truly in Everett’s best interest, or is it a $120 million gamble the city can’t afford to lose?