GREATER SACRAMENTO
Hard Rock Hotel & Casino Sacramento at Fire Mountain , located in Yuba County , is an attractive destination to the next generation of talent .
PHOTO COURTESY OF HARD ROCK SACRAMENTO
How are industries planning to capitalize on the new stadium as they target millennials , the next generation of talent the region wants to attract , retain and grow ?
I think it makes the quality of life far more appealing when you have destination entertainment experiences … It makes it much more appealing for people to continue to relocate here and take advantage of the school systems , reasonable housing prices , the lack of traffic and all the basic tenets of quality living . Big entertainment brands like MLS and Hard Rock give people the confidence that Sacramento is a market worth visiting and living in . These two big brands that are known on an international level really validate and promote tourism and the value and growth of the market … There are so many new entertainment vehicles in the last handful of years that have really allowed the city to continue to grow and diversify its offerings . I expect that to continue in the future .
Tell me about Hard Rock ’ s partnership with Sacramento Republic FC and how you expect it to evolve as the team transitions to an MLS status ?
Mark Birtha
PRESIDENT , HARD ROCK HOTEL & CASINO SACRAMENTO AT FIRE MOUNTAIN
We absolutely appreciate the relationship that we have with Sacramento Republic FC . Clearly Sac Republic moving to an MLS status is great for the community … ( When we ) evaluated the marketplace and really felt that not only did ( Sacramento Republic FC ) have a great program and a great offering , we thought that it very much aligned with what we do as an entertainment vehicle and as a brand and a destination product that offers various experiences at different levels . What ’ s been interesting … ( is ) we ’ ve seen a good size shift in our business toward a Generation Z and millennial — the 20s to early 40s — demographic that we hadn ’ t seen that much of in the past .
I think MLS and soccer in many ways will continue to grow and evolve , not only because of changes in demographics but because the game is so well received internationally . I think that evolution will continue in the U . S ., and a market like ( Sacramento ) is probably at the forefront of helping to drive growth and engagement ( in soccer ).
90 comstocksmag . com | December 2020