Here is a look at all of the news associated with the St. Louis Major League Soccer franchise in the lead up to the first kick in March 2022
Peter Wilt: A soccer team’s brand is more than a logo. It is an identity that is developed and maintained over time via every aspect of a team’s existence including its interactions with the public and it’s performance on the field.
Every single @PeterWilt1 created team had a good, strong brand to begin with. Indy, Madison, Fire, and Red Stars. Red Stars tweaked their badge slightly a few years back and it was fine. Otherwise, no change was needed.
Then #cf97 fucked it all up. https://t.co/s71BId5lzU
— Jiggly Carollo: Weeb Soccer Boi (@Jiggly_333) December 16, 2019
The St. Louis Sports Commission, who’s offices are directly North of the stadium construction site, has a Flickr photo gallery showing the daily progress of the St. Louis Major League Soccer stadium
30,000 in the first 15 minutes. 👀
St. Louis is READY!
— Major League Soccer (@MLS) September 17, 2020
New details on Stadium landscaping
— Grove Resident (@SMBegany) September 16, 2020
New information on the configuration of the Practice facilities South of the Stadium
— Grove Resident (@SMBegany) September 16, 2020
— Jake Henry (@stljakeh) August 26, 2020
— CityScene STL (@CitySceneSTL) September 7, 2020
Looks like water/sewer work started North of the stadium (at :27 in the video)
— Stephen Hale (@schlaflybrewer) August 18, 2020
August 17 SPORTING DIRECTOR HIRED
St. Louis City SC has a sporting director.
First assignment: Look at the structure Saint Louis FC and its academy have in place. https://t.co/qNn2aXvTmL
— Santiago Beltrán (@Santi_BeltranP) August 17, 2020
— Vin (@TheCoordinated) August 17, 2020
Welcome to the CITY, @1_LPfannenstiel!
We are thrilled to announce that German soccer legend Lutz Pfannenstiel will be our Sporting Director, heading up all on-field operations for St. Louis CITY SC. Learn more at https://t.co/HrnjdHEafI. #stlCITYsc | #OurCITYOurSpirit pic.twitter.com/rL64cvun9C
— St. Louis CITY SC (@MLS4theLou) August 17, 2020
Exclusive interview with the new @MLS4theLou boss!
Pfannenstiel to take over St. Louis – First MLS sporting director from top four leaguehttps://t.co/ouyPcYu1Ue
— Transfermarkt.co.uk (@TMuk_news) August 17, 2020
Days after unveiling its name, St. Louis City SC makes its first hire, and it's a well-traveled one. @brianstraus talks about the club's plans with sporting director Lutz Pfannenstiel, who joins by way of Fortuna Dusseldorf–and just about everywhere else https://t.co/XY9utOoTuh
— Planet Fútbol (@si_soccer) August 17, 2020
AUGUST 13 TEAM NAME, COLORS and CREST ANNOUNCED
— St. Louis CITY SC (@MLS4theLou) August 13, 2020
— Jake Henry (@stljakeh) August 5, 2020
July 22 interview with CKB on new start date and team name and colors announcement next month
UPDATE: #AustinFC releases full prices for all General seats. Prices range from $627-$912
Mesh seating on lower East side 💺 pic.twitter.com/Mu5dTPxqz2
— Capital City Soccer (@CapCitySC) July 16, 2020
July 17: MLS delays entry for St. Louis, Charlotte and Sacramento
#MLS4THELOU teases announcement (name & colors possibly) on Monday
We CANNOT wait for 2023 and we’re still moving full speed ahead on building a world-class soccer team for #STL…hopefully we’ll have something on Monday to start your week off right 😉😇 #MLS4THELOU #STLMade https://t.co/1gCFBi75Ba
— Carolyn Kindle Betz (@BetzKindle) July 17, 2020
July 08: A construction update along with more details on the parking lot that impedes construction, story below gallery
On June 23, Mark Schlinkmann of the Post-Dispatch noted in a regular St. Louis BOA update story noted two key updates related to the Stadium: a TIF zone for adding a sales tax and the parking lot could be obtained via eminent domain
The board on Tuesday also gave tentative approval to a bill setting up a community improvement district at the site of the planned pro soccer stadium west of Union Station.
The measure would allow an additional one-cent sales tax to be levied on items sold at the stadium and raise about $300,000 a year. Two other extra 1-cent taxes also are planned for the stadium through other districts.
On Wednesday, an aldermanic committee will consider a separate bill to allow eminent domain to be used if necessary to obtain a parking lot near 20th and Pine streets in the soccer complex footprint.
Bill Kuehling, an attorney for the stadium and team ownership group, said it has been unable to reach agreement with the owners of the lot.
His next story came on June 26 with the headline Soccer stadium plan moves forward in St. Louis was related to the TIF note above. More specifically the St. Louis Port Authority now extends to the Downtown West area, allowing for the sales taxes desired by MLS4theLou. There was no mention of the Eminent Domain motion mentioned three days earlier in his story.
The bill expanding the port authority, now limited to riverfront areas, to the stadium site on the western edge of downtown will allow the levying of a special 1% sales tax on purchases made there.
Two other special 1% sales taxes are to be imposed on items sold at the stadium through special districts. A previous bill to expand the port authority to cover the entire city failed to win aldermanic approval.
Friday’s measure, sponsored by Alderman Jack Coatar, D-7th Ward, also extends the authority to much of the rest of downtown and some south side areas. The measure passed, 25-2.
I contacted Mark via Twitter asking about the status, I’ll update this if/when I hear from him or the Post-Dispatch offers an update.
Parking lot at 20th and Pine within the footprint of the future MLS stadium
Regarding the parking lot, it appears to be owned by St. Louis Parking according to this flyer by the St. Louis Convention and Visitors Bureau. SLP is owned by the Pohrer family who tout their relationships with clients, community and team members, including THF Realty, part owners of Union Station who are owned by Stan Kroenke.
As my photo in the gallery above shows, the parking lot is dedicated to Anthem (aka Blue Cross Blue Shield) who have a major facility directly to the East, providing supplemental parking it would appear to a lot next to the building which is directly North of Union Station. With the changes in work driven by COVID-19, the lot was less than half full today and I would suspect could become less important to Anthem within a year. It is likely leased from SLP who would be the owners that MLS4theLou indicate they are unable to come to a price agreement with. I’ll update this as more information becomes available.
June 18: All photos below by David Carson of the Post-Dispatch, along with drone video provides an update on the construction including this video that moves from Northern boundary to Market Street on Southern boundary
— soccerSTL (@SoccerSTL) June 20, 2020
June 4: The MLS franchise ownership group, which is building the stadium, has asked for a special 1% sales tax on purchases made at the stadium site levied through the port authority. It will now go to the full Aldermanic Board who failed to pass an earlier version.
The Board of Aldermen earlier this year approved other tax incentives to help fund the project.
Those would abate property taxes for 25 years on the value of the new construction and allow a sales tax exemption for materials used to build the 22,500-seat stadium and related facilities. About $5.7 million in state tax credits also are part of the funding.
— Jacob Barker (@jacobbarker) June 4, 2020
May 28: flyover of the future St. Louis Major League Soccer stadium
May 26: With air travel down over 90%, where two-thirds of car rentals occur, car rental firms are facing financial difficulties. Hertz has applied for bankruptcy while Avis and Enterprise are selling cars and reducing fleet replacement orders
Future location of MLS4theLou offices and training fields
— STLSportsCommission (@STLSportsCom) May 6, 2020
— Stephen Hale (@schlaflybrewer) April 23, 2020
The @MLS4theLou Stadium site is still in the site prep phase. 2 buildings along Olive Street have been demolished.
A foundation drill is near the Market Street Bridge. Still lots of work to do but this will be worth the wait for many.
Such a vast area that will be filled in. pic.twitter.com/5WTsx1IP4s
— CityScene STL (@CitySceneSTL) April 18, 2020
Enterprise Announces Furloughs due to the coronavirus pandemic
A spokesman for @MLS4theLou says construction on the downtown west stadium hasn't stopped despite the #coronavirus outbreak. @KMOXKilleen
reports, they still plan to open the facility in the spring of 2022 for the inaugural season of MLS in STL@KMOXSports pic.twitter.com/1fu6bobtjL
— KMOX St. Louis News (@kmoxnews) April 14, 2020
Via St. Louis Post-Dispatch Construction to continue despite Pandemic
— Jason 🧢 (@JayBirdSTL) April 10, 2020
March photo update of the construction activity
The new agreement calls for tax credits worth $5.7 million to help fuel construction of a $457.8 million soccer complex on the western edge of downtown.
Board treasurer John Mehner raised concerns about approving the project at a time when the world is focused on battling the coronavirus. “I’m worried about the optics…, and whether this is the exact right time to take action"https://t.co/x6k8NbWZ7Q via @stltoday #moleg
— KurtEricksonPD (@KurtEricksonPD) March 17, 2020
— Santiago Beltrán (@Santi_BeltranP) March 14, 2020
Mar 04 in related soccer investment news, Forbes notes USL Expansion centered on Stadium-anchored Entertainment Districts
Mar 02 Team Name to be unveiled in the ‘next couple of weeks’
Carolyn Kindle Betz, the head of the MLS4TheLou ownership group was in studio with KMOX’s Mark Reardon on Monday and had a bit of a tease about some upcoming news. She says they’ll be announcing the team name, logo and more soon.
Feb 28 St. Louis Board of Aldermen passes key MLS stadium legislation
One bill will provide 25 years of property tax abatement on the value of the new construction, saving the owners about $34.5 million. The other measure allows a sales tax exemption for materials used to construct the 22,500-seat stadium and related facilities. An estimate on what that’s worth has not been released yet.
The funding plan also calls for two separate 1-cent sales taxes on tickets, food, drinks and other items sold at the stadium. The taxes would be levied by two new special districts, one of which still requires aldermanic approval. The ownership, meanwhile, is counting on revenues from a third 1-cent sales tax that would be authorized by the city Port Authority. However, aldermen must first expand the authority’s territory to include the stadium site.
Feb 28 Grant Wahl, Sports Illustrated Carolyn Kindle Betz and the Future of MLS in St. Louis
Kindle Betz says the most common question she gets from fans is: What is the team’s name going to be? She doesn’t have an answer just yet, though she did say that “Steamers”—with all due respect to Slobo and Doran—wouldn’t be the choice.
Here’s a view looking NE at what will become practice fields for the St. Louis Major League Soccer team (formerly Hwy 40 Ramps)
— Venton Blandin (@VentonBlandinTV) February 27, 2020
Feb 26 St. Louis MLS team in early talks with Anheuser-Busch about partnership
“I don’t know how you can have any kind of professional sports team in St. Louis without having discussions with AB InBev,” said Betz, the team’s co-owner and chief executive, at a MLS media day in New York. “So far it’s been a great partnership – they have a lot of product to offer and we have a lot of places we can sell them so we’ll have just have to work out the details on that one.”
Feb 22 MLS stadium tax breaks get first-round approval
The Board of Aldermen gave initial approval on Friday to a package of $34.5 million worth of incentives for a $532 million Major League Soccer stadium.
Kansas City developer plans $32 million project near Schlafly Tap Room in St. Louis
— soccerSTL (@SoccerSTL) February 21, 2020
KMOV aired the report referenced in the tweet below. It neglected to mention that St. Louis aldermen approved a $650,000 sale of the land and another parcel to the developer for the project identified above. Now they are complaining about the delay in the sale. Note he has done work for both Mission Taco and iTap in Kansas City.
— KMOV (@KMOV) February 21, 2020
I'm standing in the southernmost goal area of the practice fields. The exit ramp visible is roughly where a new bike path be built, adjacent to 21st. Next to me, a new Clark St. will connect to 20th where the ferris wheel is. Big changes coming! pic.twitter.com/rEvAivLKi1
— Scott Ogilvie (@ScottOgilvieSTL) February 13, 2020
Keeping all the @MLS4theLou fans updated. Thanks so much to the ownership group for having #StL's best interests at heart and working with me to move this deal forward. Can't wait for the first game! pic.twitter.com/B8A7WDxJ4P
— Christine Ingrassia (@chryssi) February 7, 2020
— Brian Kelly (@Brpkelly) February 6, 2020
— KSDK News (@ksdknews) February 6, 2020
— This is SiLLy! 🎤☠️ (@ThisIsSiLLyPod) January 23, 2020
— KMOV (@KMOV) January 23, 2020
Kwame Building Group chosen as Stadium Program Manager
My report: https://t.co/YYrCgaNT8S
— Chris King (@chriskingstl) December 17, 2019
Trio of St. Louis-based construction firms among initial partners
A trio of top top St. Louis-based construction firms are among initial partners working on the Major League Soccer stadium development in Downtown West. https://t.co/DnRzCcuf1y
— STLBusinessJournal (@stlouisbiz) December 17, 2019
— Jacob Long (@JacobLongSTL) October 9, 2018
— Jim Woodcock (@WoodySTL) January 25, 2017
St. Louis Development Corporation Major League Soccer Stadium Project
2020.02.03 NPR Five Ramps Close
2020.01.23 StLouisToday Five I-64 Ramps to Close Permanently for MLS Stadium
2016 October 27: MODOT Agrees to sell 30 acres at 22nd Street for a Soccer Park covers the initial plans focused on removing the Highway 40 ramps to allow construction although that was also when the stadium was anticipated to be placed alongside Highway 40.
Per KSDK, Projected Pricing Levels
St. Louis Major League Soccer