Forward Associates to deliver fan experiences at new Everton stadium

Premier League club Everton has commissioned venue specialist Forward Associates to create new fan experiences at its new stadium, which is currently being built at Bramley-Moore Dock.

Forward Associates will work with Everton to design match-day hospitality packages and experiences at the new stadium, which the club broke ground on in August last year.

Forward Associates, which has developed fan and premium seat offerings at major stadiums across Europe, Asia and the Americas, will deliver a masterplan for Everton after winning a “competitive” tender process.

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 feedback from fans.

Oliver Wright, head of premium sales, hospitality and catering at Everton, said: “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’ match day – 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.”

Forward Associates is a collection of specialists led by Roy Westwood. Each member of the team has been hand-picked to offer venues the widest possible perspective across disciplines such as architecture, interiors, food and beverage strategy, brand, technology and marketing.

Westwood said: “We are delighted to be 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 fan base. This is an elite development. Together, we will create elite, but never elitist, fan experiences.”

Everton’s new stadium will have a capacity of 52,888 and is being built at a cost £500m (€594m/$679m). Building work on the stadium is expected to take around three years.