Everton have commissioned Forward Associates to work with the club to create exceptional new fan experiences at their new stadium.
Venue specialists Forward Associates have worked with Tottenham Hotspur on their new stadium, the additions to Fulham’s Craven Cottage ground, The Wimbledon Championships and The O2.
The London-based firm will collaborate with Everton to design matchday hospitality packages and experiences at Bramley-Moore Dock.
The Blues’ iconic new home on Liverpool’s historic waterfront, which began construction in the summer of 2021 as part of a three-year build, will provide an opportunity for a re-set of traditional football hospitality and matchday experiences.
Forward Associates, who have 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 & Catering at Everton, 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 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.
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. It is this broader perspective that sets Forward Associates apart.
Westwood said “We are delighted to appointed to the Everton project.
“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.”
“This is an elite development. Together, we will create elite, but never elitist, fan experiences.”
The ECHO visited the Tottenham Hotspur Stadium back in December to produce a special report on how the venue could provide inspiration for Everton and their new home – scheduled to open by the banks of the River Mersey in 2024.
Features like Spurs’ Tunnel Club where fans can pay for facilities that place them behind a tinted glass screen to view the players before they take to the field have already been incorporated into the designs at Bramley-Moore Dock bit there is also an unrivalled array of other executive options available.
These include the Luminaire Bar, inspired by the glow of the gas street light under which the club was formed; The Players’ Table, where guests are entertaining by former club greats, and The Chef’s Table, where celebrated chefs talk you through your food as it is prepared before you and a room called ‘The Vault’ which contains bottles of patrons’ favourite tipples tucked away in their own personalised lockers.
As well as private boxes, or premium suites as they’re called – which can accommodate between 12-18 guests – and are decorated to bespoke tastes, there is also a section containing ‘loge’ suites.
Loge is taken from the word for a small, private box in a theatre or opera house and in a first for UK stadia, they offer an intimate dining space but with an opportunity to mingle and network with other guests.
