The numbers kick in: Here’s how Union Station, small biz marketplace are proving a real-world test for activating KC
June 26, 2026 | Tommy Felts
Orange-clad Netherlands supporters and Dutch fans weave through the City of Entrepreneurs marketplace at Union Station following the Oranje Army fanwalk nearby; photo by Tommy Felts, Startland News
Team Netherlands defeated Tunisia Thursday night in high-profile World Cup gameplay, but the day’s Kansas City winner was one of the city’s most iconic hubs of living history, said Union Station officials.
Team Ecuador fans and Kansas City visitors stream into the City of Entrepreneurs marketplace on gameday at Union Station; photo by Tommy Felts, Startland News
The train station-turned-global gathering point boasted more than 22,000 visitors Thursday amid enthusiasm from the Oranje Army’s fanwalk from downtown to Crown Center, the venue said Friday morning.
RELATED: Oranje Army rallied 36,000+ fans for downtown Kansas City fanwalk
And more than 6,200 of those fans popping into Union Station also ventured into the City of Entrepreneurs marketplace — which hosts more than 100 businesses, organizations and artists. (The effort is a World Cup collaboration organized by the City of Kansas City, Missouri, and the Economic Development Corporation of Kansas City).
Such success reinforces a lesson Kansas City has learned repeatedly over the past decade, said Ray Kowalik: destination-defining places matter.
“The World Cup is providing a real-world test of what happens when Kansas City creates a vibrant, centralized destination for celebration and community,” Kowalik, board chairman for Union Station added. “The lessons learned here will be valuable long after the final matches are played.”
Fans from Ecuador mix with a diverse range of Union Station’s visitors amid soccer-themed activations; photo by Tommy Felts, Startland News
Prior to the Netherlands’ Oranje fanwalk event, the City of Entrepreneurs marketplace had already tallied more than 28,000 visitors over its first two weekends, organizers said. The space is open noon to 6 p.m. Thursdays and Sundays; 10 a.m. to 6 p.m. Fridays and Saturdays.
ICYMI: New KC-first marketplace at Union Station makes local retail the destination for World Cup
Fans supporting Argentina and Algeria explore vendors at the City of Entrepreneurs marketplace on gameday at Union Station; photo by Tommy Felts, Startland News
Peak days have coincided with World Cup matches hosted at Kansas City Stadium, which bring massive crowds of the competing teams’ fans to the city. The Argentina-Algeria game saw 5,724 marketplace visitors, while the Ecuador-Curaçao matchup drew 6,254.
“The first two weekends have exceeded our expectations not just in attendance, but in the way people are engaging with our local businesses,” said Brian Escobar, associate director of marketing for EDCKC. “The numbers have been exciting, but what’s been even better is seeing visitors slow down, talk with business owners, hear their stories, and discover brands they probably wouldn’t have found otherwise.”
The marketplace within Grand Hall runs through July 12 and offers a wide variety of booths, from a live barbershop and KC Current fan activation to a slew of makers and food vendors, as well as a stage for music performances and a news stand provided by Startland News.
“That’s what makes this marketplace special,” Escobar said. “It’s more than just a place to shop — it’s a chance for people to experience Kansas City’s entrepreneurial community firsthand. As more visitors come into the city over the next few weeks, we’re excited to keep building on that momentum.”
Union Station also boasts a number of other soccer-themed activations and photo ops outside the marketplace, including spaces curated by Russell Stover Chocolates, Forvis Mazars, KMBC9, Ford Motor Company, Powell Gardens, Alpha-Lit, Events by Erika, Monte Short and Curtis Shaddox, and IN KC Magazine.
Fans pose for photos outside Union Station ahead of the Ecuador-Curaçao game at Kansas City Stadium; photo by Tommy Felts, Startland News
Recent results at Union Station might also offer a glimpse into the future of downtown Kansas City, teased George Guastello, president and CEO of the historic venue.
“Union Station has always been where Kansas City gathers during historic moments that matter,” he said. “We leaned into this opportunity with the belief that if we created meaningful experiences, welcomed visitors in authentic ways, and intentionally elevated local businesses, the rising tide would lift many boats.”
As discussions continue around a new downtown Royals ballpark and surrounding entertainment district, Union Station’s World Cup experience demonstrates how thoughtful programming, and walkable destinations can generate benefits for visitors, residents and businesses alike, Guastello added.
“The response has exceeded our expectations, and we still have lots of room to welcome even more guests across our million square foot indoor spaces, whether those guests be visiting soccer fans or our all-important local and regional summertime visitors,” he said.
Union Station, Main Street, Downtown Kansas City, Kansas City, Jackson County, Missouri, 64111, United States
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