Potential for Roots and Soul to host team training site at Alameda facility seen as tremendous opportunity
On July 15, City Council unanimously authorized a Transient Occupancy Tax (also known as a hotel tax) sharing agreement in an amount not to exceed $150,000 with the Oakland Roots and Soul to support hosting a World Cup team at their Alameda training facility during the FIFA World Cup soccer tournament in the summer of 2026. Both Council and public commenters strongly supported this opportunity to showcase Alameda and support local businesses.
Background
FIFA, the International Federation of Association Football, has invited the Oakland Roots and Soul to host a World Cup Team Base Camp Training Site at their Harbor Bay Parkway facility, former home of the Raiders’ training center.
Because the 2026 World Cup will be hosted across the United States, Canada, and Mexico, 16 cities, including two in California—Santa Clara and Los Angeles—will host games. Alameda’s location offers proximity to the Oakland Airport, Santa Clara’s Levi’s Stadium, and Bay Area tourist attractions, along with an excellent climate, making it a strong candidate.
FIFA World Cup 26 will captivate a global audience. With more than 200 countries participating in qualification rounds and an estimated viewership of 6 billion people tuning in to watch the finals, the tournament presents a substantial economic opportunity. FIFA estimates a team base camp could attract 60,000 to 80,000 visitors and 30,000 hotel nights, significantly boosting local hotel and sales tax revenue.
To accommodate the team, the Roots project $700,000 in added costs for facility upgrades, operations, and hosting. They are seeking financial support from nearby jurisdictions, including Alameda, Oakland, Berkeley, Alameda County, and the State of California, arguing that the entire region will benefit.
Economic Development Division Manager Dwayne Dalman recommended a Transient Occupancy Tax (TOT) sharing agreement of up to $150,000 funded by the projected increase in TOT revenue during the June-July 2026 period. The City expects occupancy and room rates to rise significantly during the World Cup compared to prior year baseline levels of 77% hotel occupancy and 58% short-term rental occupancy.
Lindsay Barenz, Oakland Roots and Soul President, emphasized the once-in-a-generation nature of the event, calling it “arguably the single largest event in the world,” and underscored its transformational potential for the region. “We really want this for our whole community,” she said.
Public comment
Public comment was unanimously in favor of the TOT sharing agreement, citing the World Cup’s potential to boost tourism, increase global visibility, and foster community pride.
Christopher Seiwald, a community member and Roots investor, said, “Good things happen when Alameda shares its island with others. He drew comparisons to past international sporting events, noting, “When the America’s Cup came to Alameda…the shock and awe of these people being in our community was just tremendous.”
Kathy Weber, Executive Director of the Downtown Alameda Business Association, described the TOT agreement as a strategic investment. “This (base camp) designation would place Alameda on a global stage, drawing visitors, media attention, and fans from around the world,” she said, “Downtown Alameda is ready. Our business community is eager to participate through special events, collaborations, or simply welcoming visitors.”
Madlyn Saddik, president and CEO of the Alameda Chamber and Economic Alliance, praised the Roots as strong community partners. “They’ve brought a lot of energy, engagement, and real support to our businesses and nonprofits,” she said.
Ron Mooney, President of the Downtown Alameda Business Association, described the excitement the World Cup would bring. “From Bay Farm Island to downtown to Webster Street, and all the way to Alameda Point, the excitement could just be so much fun,” he said. “World Cup is huge.”
Council comment and vote
Council members were enthusiastic about the opportunity to showcase Alameda and support local businesses through the event.
Councilmember Tony Daysog called it a “wise use of TOT dollars,” and Councilmember Tracy Jensen emphasized the potential community impact, recalling how the presence of the America’s Cup in 2013 brought new residents. “I gained new neighbors because (competitors) had come here from Europe to participate in World Cup sailing, and they loved Alameda so much that they moved here with their family,” she said. “We can use this (event) to show people how lovely this town is.”
Vice Mayor Michele Pryor called the event “a wonderful opportunity for our local businesses,” while Councilmember Greg Boller suggested that pop-up businesses around the base camp could add to business opportunities.
Mayor Marilyn Ezzy Ashcraft concluded by expressing her gratitude to the Roots and Soul and the opportunity they are offering to elevate Alameda onto the world stage. “We in the Bay Area have watched professional sports team after professional sports team leave…but the Roots and Soul came in…We’re delighted you’re in Alameda.”
The motion to authorize a Transient Occupancy Tax sharing agreement in an amount not to exceed $150,000 with the Oakland Roots and Soul to support their hosting of a World Cup Team at their Alameda facility during the World Cup Tournament in the summer of 2026 passed unanimously.
Contributing writer Karin K. Jensen covers boards and commissions for the Alameda Post. Contact her via [email protected]. Her writing is collected at https://linktr.ee/karinkjensen and https://alamedapost.com/Karin-K-Jensen.
