Reno is a city defined by its ability to reinvent itself. From its roots as a gaming hub to its modern emergence as a center for technology and outdoor recreation, the Biggest Little City in the World constantly seeks new ways to foster community pride and economic vitality.

Recently, that spirit of transformation focused on a vacant car dealership on Kietzke Lane. What currently stands as a quiet parcel of asphalt and weeds is poised to become the beating heart of Northern Nevada sports. With the official awarding of a United Soccer League Championship franchise to Reno Pro Soccer, the region is embarking on a journey to build an eighty million dollar stadium that will serve as the anchor for a massive new sports and entertainment district.

The Resurrection of the Kietzke Corridor

The site of the former Jones West Ford dealership at 3600 Kietzke Lane has long been a landmark for residents traveling between Moana Lane and Peckham Lane. After the dealership moved and the lot became a Corwin Ford location before finally sitting empty, the area began to lose its former luster. However, the recent acquisition of this land by Reno Pro Soccer marks the beginning of a dramatic revitalization. The group closed on the property on September 8, 2025 for $16.5 million. In a strategic move to ensure the project has the necessary scale to succeed, the adjacent Peckham Square shopping center was also purchased for $17.8 million. Together, these acquisitions provide a canvas of nearly thirty acres for a project that will change the face of south Reno.

The centerpiece of this development is an $80 million soccer specific stadium. This stadium is not intended to sit in isolation. It will be the focal point of a $200 million entertainment district designed by the architectural firm TVS. The vision is to create a walkable urban village featuring restaurants, bars, and retail shops that will draw both locals and tourists throughout the year.

By transforming an aging industrial section of the city into a vibrant gathering place. The goal is to turn a corridor once known for car sales into a premier destination for sports and entertainment.

A Leadership Group Rooted in Local Pride

The momentum behind Reno Pro Soccer is driven by an ownership group that combines deep local roots with world class sports expertise. Principal owner Todd Davis is a local entrepreneur and investor whose connection to the game is deeply personal. Coming from a professional soccer family, Davis has been a lifelong fan and player, and his primary motivation is to bring the global game back to the city he calls home. Joining him is Wendy Damonte, the cofounder and CEO of the organization. Damonte is a familiar face to many in Northern Nevada, having spent over two decades as an award winning evening news anchor at KTVN TV. Her background in a sports dedicated family, combined with her professional experience in local media and philanthropy, makes her a powerful advocate for the community. Damonte noted that watching Las Vegas successfully attract major professional franchises inspired her to pursue a similar path for Reno, refusing to give up on the dream of local ownership.

The leadership team also includes Deputy CEO and General Counsel Bob Enzenberger, a highly recognized lawyer with extensive experience in mediation and arbitration. His legal expertise ensures the project has the professional foundation required to navigate complex development hurdles. Perhaps the most significant addition to the team in terms of soccer operations is John Doyle. A legendary figure in American soccer, Doyle recently moved to Reno with his wife Kaarin specifically to see this project through. Doyle earned fifty three caps with the United States Men’s National Team, representing the country in the 1988 Seoul Olympics and the 1990 FIFA World Cup. His experience as the general manager of the San Jose Earthquakes from 2007 to 2016 is invaluable, as he previously oversaw the development of a professional stadium and built a roster that won the Major League Soccer Supporters Shield in 2012.

The Significance of a Dedicated Soccer Home

One of the most important lessons learned from previous attempts to bring professional soccer to the region is the necessity of a dedicated facility. Between 2017 and 2020, Reno 1868 FC captured the hearts of local fans while playing at Greater Nevada Field. However, sharing a venue with the Triple A Reno Aces baseball team presented significant logistical challenges. Playing soccer on a converted baseball diamond often results in awkward sightlines and compromised field conditions. John Doyle, who will serve as the president of soccer operations, emphasized that having a soccer specific stadium is a game changer for the club. It allows for a more intimate atmosphere where fans are closer to the action, creating a home field advantage that is difficult to replicate in a multi use baseball park.

The new stadium will feature a state of the art artificial turf field. While purists sometimes debate the merits of grass versus turf, the decision to use turf in Reno is a strategic one aimed at community utility. A turf field allows the stadium to host a wide variety of events without damaging the playing surface.

Beyond professional soccer matches, the venue is expected to host concerts, festivals, high school graduations, and even weddings. There have already been discussions about the University of Nevada Wolf Pack women’s soccer team utilizing the facility. This flexibility ensures that the $80 million investment serves the public nearly every day of the year, rather than just on match days. By creating the first soccer specific stadium in the state of Nevada, Reno Pro Soccer is establishing a permanent and professional home for the sport.

Transforming a Local Site into a Regional Hub

The impact of this development extends far beyond the final score of a game. By situating the stadium in the heart of the city, Reno Pro Soccer is tapping into the energy of an urban environment that is easy for fans to access. The site offers proximity to existing amenities like the Atlantis Casino Resort and ample parking options, making it a convenient location for families and visitors.

John Doyle noted that the group looked at several locations, including South Valleys Regional Park, before settling on the Kietzke Lane site. The central location was chosen because it provides the best opportunity to revitalize a neglected area and create a true entertainment village. This project is about more than just a team; it is about creating a catalyst for the future economic health of the region.

The United Soccer League, or USL, is currently the largest and fastest growing soccer organization in the United States. By joining the USL Championship, Reno Pro Soccer will enter the top tier of the league’s men’s competition. This level of play ensures high quality competition and national visibility through media rights deals with major networks like CBS Sports and ESPN.

Reno will find itself in a league with twenty four teams, sparking immediate regional rivalries with clubs like Sacramento Republic FC and the Las Vegas Lights FC. This competitive landscape, combined with a world class stadium, positions Reno to become one of the premier soccer markets in the country. The USL has identified Reno as a high growth medium sized city with a passionate fan base, providing the perfect foundation for a successful and sustainable club.

Shaping the Future Identity of Northern Nevada Sports

As the project moves toward a planned groundbreaking in early 2026, the ownership group is making a concerted effort to involve the community in every step of the process. While the franchise has been officially awarded, the team does not yet have a name, a crest, or official colors. In the coming months, Reno Pro Soccer will launch a series of listening sessions, online polls, and interviews to gather input from local fans. This community driven approach ensures that the club’s identity reflects the unique spirit and pride of Northern Nevada. Fans are already being invited to participate by visiting the official website to sign up for updates and provide their feedback on what the matchday experience should look like.

https://www.renoprosoccer.com/

The timeline for the club is ambitious but clear. Following the groundbreaking in 2026, the stadium is expected to be completed in time for the 2027 inaugural season. To build excitement, the club is already accepting deposits for season ticket memberships at a symbolic price of twenty seven dollars per seat. By the time the first whistle blows in March of 2027, the team hopes to have a head coach and a full roster in place. This project is a testament to the persistence of leaders like Wendy Damonte and Todd Davis, who saw the potential for professional sports to unite a city.

As the weeds are cleared away from Kietzke Lane and the steel begins to rise, the people of Reno can look forward to a new era where the world’s game has a permanent home in the heart of their community.