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Football & Stadium Management (FSM) is a print magazine and digital news resource for those involved with sports stadia, facilities, pitch and turf care.

Everton Commission Forward Associates To Advance The Experience At New Stadium Bramley-Moore Dock

The proposed Everton FC stadium at Bramley-Moore Dock Premier League club Everton has tasked London-based venue specialist Forward Associates to create new matchday hospitality packages and fan experiences at its new stadium, which is currently being built at Bramley-Moore Dock.

Work on the 52,888-capacity at Bramley-Moore Dock in Liverpool Waters began in August 2021 and is being built at a cost £500m (€594m/$679m). The entire build is expected to take around three years, in 12 separate phases. Everton hopes to kick off the 2024/25 season at its new home.

Everton are utilising the construction of the new stadium to overhaul the traditional football hospitality and matchday experiences. Following a competitive tender process, the club has commissioned Forward Associates to deliver on this idea.

“Our iconic stadium, in a unique dockside development, will usher in the start of a new era for the club,” says Oliver Wright, Head Of Premium Sales, Hospitality And Catering at Everton FC.

He continues: “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 rigorous 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, who said they were “delighted” to be appointed to the Everton project.

He explained their approach on the task, saying they need 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.

“This is an elite development. Together, we will create elite, but never elitist, fan experiences.”

An aerial image of the new Everton Stadium at Bramley-Moore Dock