SALINAS REGIONAL SOCCER COMPLEX

$45m Capital Campaign Infrastructure and Leadership

The Salinas Regional Soccer Complex was originally envisioned as a world-class facility to make Salinas a youth soccer destination. But its early message to donors was straightforward and limited in scope: “Salinas is Soccer.” The project was framed primarily as an athletic infrastructure effort — the need for more fields, better fields, tournament-ready fields. But the deeper story had yet to be told.

Disruptive Development was brought in to help tell it.

Our work reimagined the entire narrative — transforming a campaign about fields into a movement about families, health, gender equity, safety, academic success, and community pride. We helped redefine not just how this project would be presented, but what it stands for.

Salinas Regional Soccer Complex showing two soccer players.

Our first major deliverable was a long-form case for support — not a brochure, but a 60-page strategy document that served as the intellectual and emotional blueprint for the capital campaign. We reframed the Soccer Complex as a tool for:

  • Improving public health, both physical and mental
  • Creating safe space for children and families
  • Expanding opportunity for young women and girls through competitive play
  • Driving academic success through youth sports participation
  • Celebrating cultural relevance, especially within the Latino community that fuels the Salinas Valley
  • Strengthening family bonds and multigenerational belonging
  • Generating regional economic development through tournaments and tourism


We used data from healthcare partners to demonstrate how the Complex directly addresses rising rates of obesity, diabetes, depression, and anxiety in the community — particularly among children. We drew a clear line from recreational access to long-term wellbeing. And we positioned soccer as a culturally resonant and unifying tool to deliver those outcomes.

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Instead of releasing a polished final version, we intentionally issued the first version as “Draft” — a subtle but powerful shift. This wasn’t a finished product. It was a work in progress that invited input. Stakeholders were asked not just to read it, but to review it, reflect on it, and help shape it. That framing opened the door to in-depth conversations with community leaders and prospective donors. We collected and incorporated more than 250 edits, comments, and additions into a second version — Draft V2 — transforming the case statement from a marketing piece into a shared roadmap and relationship-building tool.

Salinas Regional Soccer Complex Case Statement Version 2

The case statement was never meant to sit on a shelf — it became the foundation for how we talked about the project across all platforms, partnerships, and communications. From one-on-one donor meetings to grant proposals, pitch decks, press releases, and public speaking engagements, the messaging shifted across the board. We replaced transactional appeals with aspirational vision. We stopped talking about “fields” and started talking about “health,” “opportunity,” and “belonging.” The result was not just a clearer story — it was a full cultural realignment around why this project matters.

The original logo was created through a grassroots art contest — a community effort that captured local enthusiasm and ownership. As the vision for the Complex expanded, so did the need for a unified and future-facing visual identity that could carry the weight of a $45 million capital campaign.

We developed a full brand system that honored the spirit of the original while positioning the project for long-term success. This included:

  • A fresh, professional color palette and typography system
  • Consistent, mission-driven messaging frameworks for materials and public-facing platforms
  • A new visual style for sponsorship packets, presentations, signage, and marketing materials


The result was a brand identity that felt both community-rooted and future-ready — inviting new audiences in while keeping long-time supporters connected.

To support a capital campaign of this scale, we designed a donor strategy rooted in structure, psychology, and long-term flexibility.

We ensured:

  • The entire project could be fully funded through naming opportunities
  • Phases could be rolled out strategically, deferring unbuilt-phase naming until funding was secured
  • A balance between prestige naming opportunities and accessible community-level recognition

This framework made it possible to recognize transformational gifts while keeping the full project timeline intact.
Sponsor naming opportunities for soccer stadium complex in Salinas, CA.
We introduced new tools for corporate and community sponsorship, most notably The Harvest Cup — a dynamic tournament and fundraiser designed to engage companies from the agricultural, construction, and finance sectors. Framed as a weekend of friendly competition, hospitality, and impact, the event offered:

  • Tiered sponsorships from $3,000 to $50,000
  • CEO participation and networking opportunities
  • Hospitality tents, on-site branding, and direct community engagement
  • A clear fundraising goal tied to tangible infrastructure and program investments

In addition, we developed a comprehensive sponsorship package for other events and components of the Complex, including seasonal banners and branded installations — all tied to recognition opportunities designed for businesses invested in community wellbeing.

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We designed and launched a brand new website from scratch — built to serve as a campaign hub, community resource, donor tool, and media gateway. It is:

  • Fully mobile-responsive and bilingual
  • Rich in community-focused storytelling and campaign updates
  • A platform for event information, donor recognition, and press features
  • Integrated with forms, newsletter signups, and giving tools to drive year-round engagement

In parallel, we built a custom database infrastructure to manage donor tracking, pledge fulfillment, recognition, event engagement, and communications — all from the ground up. Rather than relying on piecemeal systems, we helped create a scalable platform to support campaign execution and long-term organizational capacity.

salinassoccer.org

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We developed and executed a targeted media strategy focused on earned coverage — not just visibility, but credibility and alignment. This included:

  • Crafting tailored story pitches aligned with the interests of specific local and regional media outlets
  • Leveraging personal relationships with reporters and editors to secure interest and coverage
  • Positioning the Soccer Complex as a story about public health, cultural relevance, and economic renewal, not just sports
  • Supporting media interviews and briefings to amplify the voices of board members, community leaders, and donors


The result: consistent, positive coverage across major outlets — delivered with integrity, without paid placements — and a growing public awareness of the Soccer Complex as a defining project for the region.

Disruptive Development worked in partnership with the board and staff team to engage key government stakeholders and align the project with public priorities. Together, we advanced a coordinated strategy to:

  • Build and strengthen relationships with elected officials and government agency leaders
  • Secure meetings and briefings that connected the Soccer Complex with major public initiatives — including climate resilience, health equity, youth development, and economic revitalization
  • Collaborate with the Department of Toxic Substance Control (DTSC) and other regulatory bodies to demonstrate the transformation of remediated land into public green space
  • Develop messaging, materials, and talking points that positioned the Complex as multi-benefit infrastructure, not just a recreational facility


By working side-by-side with the leadership team, we ensured that government engagement wasn’t transactional — it was relationship-driven, strategic, and aligned with long-term vision.

From the outset, we approached community engagement as a strategic effort to build not just support — but shared ownership. Disruptive Development worked closely with the leadership team to engage a wide network of stakeholders, including:
  • Local and regional philanthropic institutions
  • Ag industry leaders and family foundations
  • Banking executives and financial institutions
  • Youth-serving nonprofits and health organizations

To support these efforts, we developed custom proposals and investment briefs that translated the story of the Soccer Complex into funders’ own language and values. Each proposal was tailored to show:
  • How the project aligned with the funder’s mission and strategic priorities
  • How impact would be measured and community voice centered
  • Why investment in this moment would generate long-term regional returns
This work created a pipeline of prospective support and positioned the Complex as a high-value opportunity for impact-driven investors at every level.
To strengthen the case for long-term return on investment, we led a multi-scenario economic impact analysis using IMPLAN, one of the most respected national tools for economic modeling. We built three models based on projected tournament attendance, local tourism data, and national youth sports benchmarks, showing:
  • Annual direct visitor spending in the millions
  • Job creation in the hospitality and service sectors
  • Increased local tax revenue and economic activity

Each scenario was conservative — and each still clearly demonstrated that the Soccer Complex would become a regional economic engine, not just a recreation facility.

The work to reimagine the Salinas Regional Soccer Complex was never just about fundraising. It was about changing the conversation — and in doing so, changing the future of a community.

By repositioning the Complex as a catalyst for health, safety, and opportunity, we’ve helped define why this project matters and who it’s for. We’ve elevated it from a facility to a movement. The new narrative — built through our case statement, branding, donor engagement strategies, economic modeling, digital infrastructure, public partnerships, and media tools — has opened the door to entirely new audiences, funding pathways, and community partnerships. It’s no longer a question of building fields; it’s a question of investing in a stronger, healthier Salinas Valley.

Through this work, we’ve established a clear and compelling vision that leaders can rally around. We’ve created tools that invite meaningful engagement, not just transactions. And we’ve offered donors and stakeholders a role in something far bigger than a soccer field — the chance to shape a regional legacy grounded in health, belonging, and shared pride.

What we’ve built is more than a campaign. It’s a platform for bold leadership, a blueprint for transformational investment, and a rallying cry for a community that’s long deserved this kind of spotlight. The shift is already underway — and thanks to this foundation, it’s gaining ground every day.

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Do not hesitate to contact Disruptive Development with any questions about and our services.

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