Evertonians who want something extra as part of the matchday experience at the club’s new stadium can immerse themselves in the latest phase of the club’s ‘ALL’ concept called Dock on 1.
When Dan Meis, the architect for Everton Stadium, spoke to the ECHO back in 2019 about his designs for the project on the banks of the Mersey at Bramley-Moore Dock, he declared: “There has always been that mentality that we’re not building a Bentley, we’re building a Ferrari. It’s going to be new and have amenities but it’s a performance building, it’s a proper football ground.”
Having been fortunate enough to have both attended matches at Tottenham Hotspur’s new stadium – the closest Premier League equivalent to the Blues’ future 52,888=capacity home – and been given an extensive behind-the-scenes tour that lasted for several hours, this correspondent can attest what a magnificent facility it is. There’s arguably not a sports venue to match it this side of the Atlantic Ocean but even though there never ended up being the infamous ‘cheese room’ that Meis kicked up a stink about and vowed would never be replicated in his own renderings, it’s an opulent ground that suits Spurs and their requirements within the richest city in Europe.
Dock on 1, in contrast lives up to the club’s Nil Satis Nisi Optimum motto in a distinctly Scouse and Evertonian manner. It’s not just local pride when our guide to the Experience ALL showroom who lives close to the waterfront, just a Jordan Pickford punt from Everton stadium, tells our group that the views from the west stand are going to be unrivalled in the North West. In fact I’d go as far as saying this was actually a significant understatement, given that its location, as Greater Manchester Mayor Andy Burnham told the ECHO: “It will be the most iconic ground in English football. I’m absolutely certain about that.”
READ NEXT: What Dele Alli did that Sean Dyche will love on first day of Everton pre-season
READ NEXT: Sean Dyche facing Kevin Thelwell talks and tricky transfer question as Everton return for pre-season
The Experience ALL showroom, like the club’s offices contained within the Royal Liver Building, has been open to prospective clients since last summer when Everton launched the scheme. Since then almost three quarters of Goodison Park’s existing corporate hospitality clients have passed through its doors but with many more still to come – the Blues’ current home has 1,300 such members. which will increase to 5,500 at the new stadium – we have to remain respectfully elusive when it comes to details about just what is included on the tour, but safe to say it’s an illuminating, visceral and interactive journey.
Seeing the concepts behind such amenities up close helps you to appreciate the sophisticated nature of this move. While they provide a huge uplift in club revenue, at a time when Everton have just survived a second consecutive near-miss with relegation, they also reinforce the absolute necessity for them to remain a Premier League club when they depart Goodison, which now looks increasingly likely to be at the end of the 2024/25 season.
‘Corporate’ and ‘hospitality’ are dirty words in this environment, though, and we’re told with a smile there’s the equivalent of a swear box for anyone who mentions them as Everton are looking to revolutionise the sector at their new stadium with a fresh, modern concept that might ultimately eradicate the word hospitality altogether. The prefix of ‘corporate’ has already been dropped as the Blues aim to create something for everyone when it comes to enhancing ‘experiences’ for fans looking for a bit extra when they start going to the game by Liverpool’s world famous waterfront.
Ranging from fine dining and casual restaurants to sports bars, traditional pubs and tapas-style social spaces, the breadth of experiences on offer from ALL at Everton Stadium will be unprecedented. Dock on 1 is the latest innovative seasonal membership option for supporters or businesses, empowering them to tailor perfect matchday packages to treat family and friends, or clients and staff.
By offering unparalleled flexibility, Dock on 1 is – in Everton’s words – an exciting new concept that has been designed based on the preferences and insight of modern football fans. Its dynamic scheme allows seasonal members to personalise their experience, whether that’s pre-match drinks and bar snacks with friends or an extraordinary dining experience overlooking the pitch.
Members can take advantage of a tailored seasonal dining plan for some or all of the vibrant restaurants, before watching the match from seats on the halfway line in the west stand. There are four innovative and compelling socialising and dining experiences available at Dock on 1, each with their own distinctive flavour.
They are as follows:
The Yard
Inspired by the dockyard heritage of the site, The Yard is the entry point to Dock on 1 and the focal point for seasonal members on a matchday, both as a meeting place and an option for those who prefer the convenience of a premium bar.
Boa Vista
A restaurant inspired by the Spanish, Basque, Galician, Filipino and Latin American communities who lived and worked in the maritime and trade networks connecting Liverpool with its sister ports. Boa Vista also represents a Portuguese phrase that translates as ‘fine view’, perfectly representing the panoramic vistas the stadium offers over the River Mersey and the pitch as the restaurant overlooks the halfway line. Guests dining at Boa Vista will enjoy an à la carte formal dining experience with a mix of eclectic flavours.
The Blue Line
An informal restaurant with pitchside views, The Blue Line takes its inspiration from the Blue Funnel Line – a famous shipping company that connected Liverpool to the Far East. Guests at The Blue Line can enjoy a more casual pre-match dining experience with a clear Asian-Pacific taste.
Merchants
This restaurant celebrates Liverpool’s heritage as one of the world’s greatest maritime cities. With 40% of all global trade, from cotton to coal, tobacco to tea and silk to spices all passing through the city’s docks, Merchants and its pitchside views recreates the vibrancy of the spice trade through small plate menus inspired by North Africa and the Mediterranean.
Since September 2022, ALL bars, restaurants and experience options have been released in phases. The first phase included fine dining restaurants and private spaces, while the second phase presented ‘Domingo’s Bar & Grill’ and the tunnel experience, known as ‘Beyond’. Phases one and two have sold out of seasonal memberships, but unlike Tottenham and Manchester City, where the tunnel clubs are some of the most exclusive and expensive areas, fans can register their interest to enjoy these spaces on an occasional basis – such as birthdays or other one-off treats – subject to availability with between 10-20% of seats available for game by game purchase.
The third phase is Dock on 1, which represents something truly unique in football, a concept that allows individuals and groups to experience flexibility through dynamic membership and dining packages, catering to fans and businesses and working to any entertainment budget. Interested parties wishing to hear more about Dock on 1 at Everton Stadium can complete the Register Your Interest form by clicking here.
The club’s team will be in touch to discuss your interest, which could lead to an invitation to the Experience ALL showroom at the Royal Liver Building, to secure your Dock on 1 membership. The final phase of the ALL membership packages, focusing on traditional pubs, social spaces and sports bars, will be made available in the coming months.
