Latest phase of Everton Stadium scheme rewrites football hospitality
Mention corporate hospitality in the corridors of Everton’s Royal Liver Building HQ and there’s a good chance you’ll have to pay into a swear box.
The club is determined to make its new Bramley-Moore Dock stadium equally welcoming for all fans, and ‘corporate’ is now a dirty word.
Everton is keen to provide the best match day experience possible for all its fans and has outlined the full range of fan packages that will be available at the £760m, 52,888-seat stadium, set for completion in late 2024.
The potential to supercharge revenue opportunities in the new ground is evident in the huge increase in hospitality packages the club will be able to offer, from 1,350 currently to 5,000 at the Everton stadium.
And the club has today (July 6) launched the next phase of its ‘ALL’ strategy to illustrate what will be on offer.
ALL was launched almost a year ago and is the concept that brings together the bars, restaurants and experiences that will be available at Everton Stadium.
It embraces fine dining and casual restaurants to sports bars, traditional pubs and tapas-style social spaces. The club says the breadth of experiences on offer at Everton Stadium under ALL will be unprecedented.
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 fans can register to enjoy these spaces on an occasional basis, subject to availability.
Now, ‘Dock on 1’ is the third phase and latest innovative seasonal membership option for supporters or businesses, enabling them to tailor matchday packages to treat family and friends, or clients and staff.
Dynamic membership 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 Everton Stadium pitch.
Members can take advantage of a tailored seasonal dining plan for some or all of the restaurants, before watching the match from seats on the halfway line in the west stand, next to the River Mersey.
There are four socialising and dining experiences available with ‘Dock on 1’:
- The Yard – Inspired by the dockyard heritage of the site, this 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 Spanish, Basque, Galician, Filipino and Latin-American communities who lived and worked in the maritime and trade networks connecting the city 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, with its pitchside views, recreates the vibrancy of the spice trade through small plate menus inspired by North Africa and the Mediterranean.
Combined, the club says ‘Dock on 1’ represents something truly unique in football – a concept that allows individuals and groups to experience flexibility through membership and dining packages, catering to fans and businesses and working to any entertainment budget.
Fans interested in signing up for the wide range of packages can, by invitation, get a taste of what is on offer in the ‘Exprience ALL’ showroom at the club’s Royal Liver Building headquarters.
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.
Construction work on the stadium is almost complete, and work is set to start on fitting out the new ground’s vast interior, creating the suites, restaurants and bars, which is expected to take at least one year.
Last week the club held a ‘meet the buyer’ event, offering local and national businesses the opportunity to bid for contracts to provide the thousands of items needed to furnish the stadium, from crockery and cutlery for the bars and restaurants to gym and medical equipment for the players’ changing rooms.
The club has appointed US-based global sports procurement agents The Parker Company to manage the sourcing and delivery of furniture, fittings and equipment, and its CEO, Doug Parker, said: “This is one of the biggest stadium projects in Europe, if not the world, and managing the detail and delivery of this procurement programme is a complex operation.
“Our aim is to combine our global supply chain with local manufacturers to ensure that this project gets best value for money, while sharing as much opportunity as possible with companies in Liverpool and the North West and beyond.”