When Kansas City was announced as a FIFA World Cup host city in June of 2022, the region quickly became abuzz with the possibilities to showcase what makes us special on the global stage. Clay and Platte County tourism leaders saw something more: an unprecedented opportunity for regional collaboration.
Jennifer Goering, executive director of Platte County Convention and Visitors Bureau and Megan Sahlfeld, tourism and marketing manager for Clay County, seized the opportunity. While county boundaries are clear south of the Missouri River, Clay and Platte counties are largely considered one: the Northland. It was natural in planning for this massive event to join together.
Together, they formed Go North KC, a fresh, collective brand designed to unite and celebrate Northland communities. They’ve launched a website that gives visitors the ultimate guide to the region, from where to stay, to how to get around, to what to do. The 2026 FIFA World Cup was not just a driving force but will be a historic platform to promote the best aspects of the area.
The largest Go North KC initiative for the World Cup will be the traveling watch parties. Rather than anchoring one same Northland “home base” for every match, a large-scale event will be hosted in a new community for each Kansas City-hosted and U.S. National Team match. While each event will have common elements, such as youth soccer activations, art installations, special t-shirts designed by area high schoolers, and of course, a place to watch the match, each community is adding its own touch to the festivities.
In Riverside, fans will gather at the brand-new Morton Amphitheatre, where attendees will have opportunities to play EA’s FIFA video game — a chance for even the least athletic among us to show off their soccer prowess. North Kansas City is planning a vibrant street festival at Armour and Swift, while Kearney and Gladstone are hosting their events in their beautiful parks. To celebrate the Netherlands having its base camp in the Northland, The American Legion in Parkville is “painting the town orange” and transforming into a Netherlands bar for the summer. Each event gives not just our international visitors, but also Kansas City locals, a unique way to experience the diverse experiences the Northland has to offer.
To get people out of their comfort zone, they’ve launched Tap Into Local, a passport program that rewards participants for trying new breweries, bars, and wineries. Participants will have access to exclusive deals at Tap Into Local bars, an excellent excuse to step out of their normal routine. When participants check in at a new location, they’ll receive points that can be redeemed for Go North KC-branded prizes. Maybe, they’ll find a new favorite spot they’ve never had a reason to try.
For Jennifer and Megan, the collaboration itself may be the most important legacy from this summer.
“We’re not in competition, we’re working together,” says Jennifer. “That’s new and different.”
Jennifer and Megan hope to attract both our international visitors and locals from around the metro who may not otherwise spend time north of the river. By highlighting the features that make the area so desirable — picturesque main streets, breathtaking nature, and vibrant local businesses — they aim to turn first-time visitors into lifelong Northland fans.
After the final whistle blows, Go North KC will be here to stay. It’s not a temporary initiative, but a new, unified, defining identity.
“We’re not going away,” Megan says. “This is the new brand of the Northland. The sky is the limit on where this can go.”
Find more information about Go North KC and their Tap Into Local program at GoNorthKC.com. Follow along on Facebook and Instagram @GoNorthKC for upcoming World Cup special events.
Check out the Tap Into Local participating locations:
- 3Halves Brew Pub & BBQ, Liberty
- Sail Away Wine, North Kansas City
- KoZak's Laketown Grill, Smithville
- Grassroots Garden Lounge, Smithville
- Shamrock Hills Vineyard and Winery, Excelsior Springs
- Fence Stile Vineyards, Excelsior Springs
- Callsign Brewery, North Kansas City
- Cinder Block Brewery, North Kansas City
- WelCo Brewing, Smithville
- Warbird Wiskey, Excelsior Springs
- Van Till Family Farm Winery, Rayville
- NYX Lounge, Gladstone
- Barley and Vine, Platte City
- Jowler Creek Winery, Platte City
- Riverwood Winery, Rushville
“We’re not in competition, we’re working together,” says Jennifer. “That’s new and different.”
“We’re not going away,” Megan says. “This is the new brand of the Northland. The sky is the limit on where this can go.”
Each event gives not just our international visitors, but also Kansas City locals, a unique way to experience the diverse experiences the Northland has to offer.