With work on its new £500m stadium in Liverpool docklands well under way, Everton FC is teaming up with ‘venue specialists’ Forward Associates to create ‘exceptional fan experiences’. Tony McDonough reports
Everton FC has tasked an external consultancy with creating exceptional fan experiences at its new £500m stadium.
Work on the 52,888-capacity at Bramley-Moore Dock in Liverpool Waters began in August 2021. The entire build is scheduled to take around 150 weeks in 12 separate phases. Everton hopes to kick off the 2024/25 season at its new home.
The initial enabling works are expected to take 32 weeks and are being funded by majority shareholder Farhad Moshiri. The club has yet to announce funding to complete the project. Liverpool City Region Combined Authority is also putting up to £45m into the scheme.
Now Everyone has commissioned Forward Associates in a collaboration to design matchday hospitality packages and experiences at the new ground that will replaces its current stadium at Goodison Park in Walton.
Forward Associates, which has developed fan and premium seat offerings at major stadia across Europe, Asia and the Americas, will deliver a masterplan after winning a competitive tender process.
Oliver Wright, head of premium sales, hospitality and catering at Everton FC, explained: “Our iconic stadium, in a unique dockside development, will usher in the start of a new era for the club.
“We understand that social gatherings and group rituals are an important part of our fans’ matchday – and this is a stadium which will be the new home for all those treasured experiences.
“It’s clear that Forward Associates see things the same way. They understand stadia, but just as importantly they understand Everton and what our fans expect from our new home. Together, we will create premium, but always accessible experiences for everyone to enjoy.”
Everton will soon begin a process of supporter engagement, including surveys and focus groups, to offer a clearer insight into the new experiences, and gain valuable feedback. Forward Associates is a collection of specialists led by Roy Westwood.
Every member of the team has been hand-picked to offer venues the widest possible perspective, across a myriad of disciplines, including architecture, interiors, food and beverage strategy, brand, technology and marketing.
“We are delighted to appointed to the Everton project, said Mr Westwood. “Our approach is to understand every square metre of the proposed footprint in guest experience terms. Only by understanding the needs and wants of the Everton fans can we create compelling experiences that consider all of the fanbase.”