Heartland - June-July 2026 Newsletter

The World's Game, on Our Home Turf

Over the past few weeks, Kansas City has found itself in a rare position: not just watching the World Cup from afar but participating in it as one of the handful of American cities selected to host.

These past few weeks for me have served as a powerful indicator that the Heartland isn't relegated to the sidelines... we are, in fact, a major player in the game.

For a region too often written off as "flyover country," getting this much primetime in the global spotlight feels pretty—well, foreign. We're only halfway through the FIFA-festivities, and already, supporters from as far and wide as Argentina, Algeria, Ecuador, the Netherlands, England, and beyond have brought in new languages, rhythms, and rituals into the everyday life of the Heartland that I hope will weave their way into the color and texture of our region well into the future. With the world watching, it is clear that Kansas City (the "Soccer Capital of America") is showing up quite well (... even without a fully-functioning regional transit network.)

That is especially visible at the FIFA Fan Festival Kansas City, a free celebration at the National WWI Museum and Memorial, designed to bring together fans from across the metro, the region, and indeed, the world.

If you haven't yet visited, I encourage you to make plans to do so before the whole thing disappears in a little less than a month. Trust me — it's well worth your time.

Even I, a certified introvert who's spent the better part of the last five years leaning into my "homebody hermit" era, am forced to admit that from the larger-than-life heart-shaped portal that frames entrance into the festival, to the multiple stages and screens keeping all the action in your sightline no matter what line you find yourself standing in—the entire experience was not only enjoyable, but a certified blast (and a great showcase for local firm Populous.) That said, while the global spotlight is certainly exciting, not everyone has been basking in the glow. The promise of mega-events like the World Cup is pretty straightforward: big crowds, big energy, big economic impact. But as many Heartland retailers can attest, after the dust of excitement settles, the end result can look very different from depending on where you stand in proximity to the pitch. KCUR recently reported that some Kansas City small businesses are seeing lower foot traffic and weaker-than-typical sales during the past three weeks that have coincided with the World Cup, with one North KC brewery reporting sales down roughly 10%, and another business reporting a more than 50% sales drop since January.

And it echoes what Kansas City heard after the (much shorter) 2023 NFL Draft: some businesses inside the official footprint had record-setting weekends, while others, just a shovel-pass away, felt left out of the play entirely. (KSHB reported at the time that in areas like Columbus Park and West Bottoms, businesses saw disappointing traffic despite any larger citywide economic impact.)

To be clear: this is not an argument against our community hosting big events. These moments truly matter to cities like ours, perhaps even more than they do to the New Yorks and Los Angeles's of the world: they create visibility, civic pride, and collective memory. They bring people together. And they give our region the opportunity to expand its reach and influence.

But if those benefits only land inside the "official" footprint, then we have built an experience with too narrow an aperture to capture the full magic of the moment.

In the retail design community, we look closely at the experiences we create. We understand that circulation matters... visibility matters... thresholds matter. And so do wayfinding, access, storytelling, and all the other small decisions that determine whether people feel invited to continue exploring or subtly encouraged to stay within the (sometimes arbitrarily drawn) lines. Even after just a quick visit through neighborhoods like Waldo, the 18th & Vine District, Strawberry Hill, and downtown Overland Park, it becomes clear that Kansas City's World Cup experience is happening not only at the most visible activations, but throughout the entire region— in every neighborhood and the storefronts, restaurants, studios, markets and maker spaces that have given and will continue to give our community its winsome identity well after the final whistle blows. In my mind, as Heartland fans, the best way to participate right now is simple: Play the full field.

So, yes (I implore you): visit the Fan Festival—considering the price of admission (read: FREE!), it is well worth seeing, experiencing, and celebrating the main event with all our friends from around the world!

But afterword (like a good coach might say to a player)... keep it moving! Hop off the streetcar a stop or two early and see what you find. Walk a few extra blocks out of your way. Seek out the local shop, the independent restaurant, the neighborhood bar, the plant store, or any other place that may not have had the marketing budget or official sponsorship badge, but is still showing up to this (and every) game with midwest-sized portions of imagination, and hometown heart. On that particular front, I'm happy to share that two hot tips for you to seek out. The City of Entrepreneurs Marketplace at Union Station was created to give local businesses a more direct connection to the World Cup-opportunity, with more than 100 vendors participating. Additionally, Kansas City G.I.F.T. launched a Black-owned business guide to help visitors to discover businesses beyond the most heavily promoted districts.

I truly believe that ideas like these are exactly the kind of design thinking that moments like the World Cup require: ideas that enhance not just spectacle, but distribution. That generate not just crowds, but connection. That build not just a global stage, but a local platform.

Which brings me to what we've got on the calendar for our RDI Heartland team. In just a few weeks (on July 23rd) we will gather for our next event: a Happy Hour and Membership Drive hosted by our friends at Henderson Engineers. Coming right off of the high of our two-month celebration of the world's game, the timing couldn't be more right for us to come together, grow our community, and build a stronger network... particularly at a time when many of the broader systems around us feel increasingly uncertain.

So this month, enjoy the energy! Wear that jersey! Cheer for your team(s) with reckless abandon!! Just don't stop at the final whistle... support the places and people that make this region more than a great host city, but indeed, a great home, especially for retail. I look forward to connecting with you on July 23rd!

Until then,

Michael Trenary, RDI

President, Heartland Chapter