As soccer fans scramble for lodging near Gillette Stadium, Norfolk and Wrentham have taken opposite approaches to short-term rentals.

The 2026 FIFA World Cup is seven matches and potentially millions of visitors, and for homeowners lucky enough to live near Gillette Stadium, the income math is striking. 

Rental rates in the area are running five to eight times the normal rate, according to Chris Pinheiro, co-founder of Rumbl Rentals, a Wrentham-based short-term rental marketplace. A three-bedroom home in Wrentham is currently listing at $1,800 a night. But before placing that listing, residents of the two towns need to understand a fundamental divide: Wrentham welcomes short-term rentals; Norfolk does not.

Two Towns, Two Rulebooks

The contrast between Norfolk and Wrentham reflects a broader pattern playing out across communities near Gillette Stadium. Rachel Benson, Wrentham’s Director of Planning & Economic Development, confirmed that aside from Accessory Dwelling Units — which cannot be used for short-term rentals — Wrentham homeowners are free to rent their primary residence, provided they meet Massachusetts state requirements. 

Norfolk’s Building Commissioner David Kulikowski has been equally clear in the other direction. Norfolk’s zoning bylaw states that “any use not specifically enumerated in a district herein shall be deemed prohibited.” The Building Department has sent warning letters to four Norfolk residents who had advertised their homes on Airbnb and similar platforms, characterizing such rentals as a commercial use not permitted in residential zones.

Norfolk’s ZBA Upholds the Ban

The most prominent test of Norfolk’s position came through a formal appeal involving a Norfolk home. Kulikowski issued a cease-and-desist notice to the owners citing the property’s Airbnb listing as a violation of the Norfolk Zoning Bylaw and warning of fines of $300 per day for continued noncompliance.

The owners appealed to the Norfolk Zoning Board of Appeals arguing that Norfolk’s bylaws do not explicitly prohibit short-term rentals of principal dwellings — only Accessory Dwelling Units carry that restriction. A public hearing was held March 18 where ZBA members heard arguments and received testimony from neighbors on King Street, some of whom expressed concern about not knowing who might be renting the home next door.

The ZBA has since issued its decision: the Board upheld Building Commissioner Kulikowski’s cease-and-desist order. Short-term rentals are not permitted. 

What Massachusetts Requires of All Hosts

Regardless of local rules, state law applies everywhere in the Commonwealth. Massachusetts requires all short-term rental operators to register with the Department of Revenue via MassTaxConnect and collect room occupancy excise taxes on stays of 31 consecutive calendar days or fewer. The state tax rate is 5.7%.  All operators must also carry at least $1 million in liability insurance, unless the rental platform provides equivalent coverage. Each property offered for rent requires its own Certificate of Registration.  Benson referred owners to the state’s website, mass.gov.

Rumbl Rentals: A Local Option Built for Events Like This

For Wrentham homeowners who want to participate, one local option has emerged specifically for World Cup rentals. Rumbl Rentals, founded by Wrentham resident Chris Pinheiro and launched in December 2025, operates differently from Airbnb and VRBO. Rather than marketing vacation properties or dedicated rental units, Rumbl focuses on primary residences made available for a single event. With the last World Cup tickets sold on April 1, Pinheiro says ticket holders are now pivoting to the question of where they will stay, and Rumbl is investing in overseas marketing to reach international guests directly.

Pinheiro walked through several practical considerations homeowners often overlook:

Turnover services: Rumbl has partnered with UseKeepers, a turnover services firm that handles everything from cleaning and linens to groceries. UseKeepers provides before-and-after photos of their work, giving homeowners third-party documentation of the property’s condition before and after each rental.

Insurance: Most standard homeowner’s insurance policies exclude rental activity. Hosts need to secure coverage for both themselves and should offer coverage to their renters before welcoming any guest.

Personal belongings: Rumbl sets the expectation with renters that these are private homes. Guests will not be surprised to find family photos or personal items. Owners can use their garage for storage during the rental period, or arrange for a portable storage unit.

Screening and verification: On Rumbl’s platform, homeowners must approve each renter before a booking is confirmed, allowing them to ask their own screening questions. Identity verification for both guests and hosts is handled through Stripe Identity.

Pinheiro is clear that Rumbl is a marketplace facilitator, not an expert in tax compliance, government regulation, or the rental process itself. Homeowners should consult the state’s guidance at mass.gov and their own town officials before listing.

The Bottom Line

For Wrentham homeowners, the World Cup represents a genuine and legal opportunity — provided state registration and tax requirements are met and practical logistics like insurance, turnover, and guest screening are handled carefully. Rumbl Rentals offers a locally rooted option for those who want a platform designed specifically for event-driven, primary-residence rentals.

For Norfolk homeowners, the answer is now official: the Norfolk Zoning Board of Appeals has upheld the Building Commissioner’s cease-and-desist order against short-term rentals. Residents who continue to advertise or rent their homes on Airbnb, VRBO, or similar platforms do so at the risk of fines of $300 per day per violation. Those with questions about the ruling or their specific situation should contact the Norfolk Building Department at 508-528-5088.

For Massachusetts state short-term rental requirements, visit mass.gov. For Rumbl Rentals, visit rumblrentals.com