Key Principles

To help guide and organise the feedback and ideas gathered from supporters, Everton has developed 11 Key Principles – not just for its new home at Bramley-Moore Dock but also for its legacy at Goodison Park and Liverpool 4. These are the Club’s principles:

1

Our Fortress

Our Fortress

1. Our Fortress

Our objective is to challenge for all honours and play European football every season – and our new home is key to delivering this ambition.

• We will create a great place to play football which will facilitate and amplify a compelling home advantage.

• Our players will be inspired when playing in this stadium. Opponents will be envious. By enhancing the profile and reputation of Everton Football Club, the stadium will play its part in attracting the best footballing talent.

• The new stadium will assist and promote sporting excellence, providing access to world-class facilities, including dressing rooms, recovery rooms and the pitch itself.

• We will deliver one of the most atmospheric venues in world football – an inspirational, exciting and intimidating arena. It will become our fortress.

2

A New Home For Everton

A New Home For Everton

2. A New Home For Everton

We want our new stadium to feel like home to our fans from the moment they arrive.

We will act on fan feedback and ideas on both the design of the stadium and the facilities that surround it.

Our aim is to replicate the best characteristics of Goodison while providing improved modern facilities to meet and surpass the expectations of all our fans.

• The design must celebrate the long, rich history that defines the Club. It must maintain our proud and unparalleled tradition for firsts and unite and galvanise Evertonians.

• An unambiguous and iconic home end will be the focal point of the stadium and should be the place every Evertonian dreams of being on a matchday. This will be situated as close to the pitch as possible, in the most imposing and powerful fashion.

• Away fans are a key ingredient of every matchday. We will locate them in a position which enhances the matchday atmosphere.

• We will create an environment surrounding and adjacent to the stadium where fans will enjoy congregating and socialising – and an environment inside the stadium that will capture and amplify the intensity and intimacy of Goodison Park. The site will offer a vibrant and engaging Fan Zone for both home and away fans.

• The Main Stand will showcase our commitment to quality, professionalism and delivering the warmest welcome. Whilst it will be modern, luxurious and imposing, it will retain its identity as a ‘football stand’ and an ‘Everton stand’. It will offer internal views of the pitch and external views of Liverpool Waters, the city and the River Mersey.

Everton fans on matchday

3

A Platform For Growth

A Platform For Growth

3. A Platform For Growth

Goodison Park has served us well since 1892. ‘The Grand Old Lady’ deserves the special place it has in the heart of every Evertonian and those across the football community.

However, fans will appreciate that Goodison has a number of limitations; restrictions that are holding us back as we look to compete at the highest level both on and off the field.

• We know that demand for tickets at Goodison Park outstrips supply and we have a growing waiting list for Season Tickets and Lounge Memberships. Moving to Bramley-Moore Dock will enable us to allow more fans to enjoy the Everton matchday experience.

• The higher capacity, coupled with increased and more-varied hospitality provision, will enable financial growth. However, we remain committed to keeping football affordable.

• The new stadium will deliver the opportunity to secure a naming rights partner – something many of our competitors in the UK and Europe have benefited from for many years.

• The iconic nature of our new home, coupled with the first-class facilities we will provide our broadcast partners, will make Bramley-Moore Dock an inviting proposition for live TV selection.

Hospitality at Goodison Park

4

The People's Club

The People's Club

4. The People's Club

The Club proudly maintains ‘The People’s Club’ ethos by listening to, investing in, working with and inspiring not only our fans, but communities across the city and beyond.

• Our stadium will allow us to extend such activities and engage with fans, residents, local community groups, businesses and all our partners to promote opportunities at Bramley-Moore Dock and the area around Goodison Park.

• We will continue to recognise our most loyal supporters, ensuring their love affair with the Club endures.

• The requirements of all our fans will be at the heart of design, functionality and aesthetics.

• We will ensure that there are dedicated facilities for families and young fans. Similarly, Bramley-Moore Dock will act as an exemplar for future developments in terms of its facilities and accessibility provision for fans with disabilities.

• The new stadium will facilitate the best-in-class fan engagement and fan services.

• We want the local community to be able to take full advantage of the many opportunities associated with the new stadium. We will ensure the public, local community and Liverpool City Council have access to an inspirational sport, leisure and entertainment and recreational facility all year round.

5

An Iconic Landmark For Liverpool

An Iconic Landmark For Liverpool

5. An Iconic Landmark For Liverpool

We will uphold the Club’s tradition for innovation and leadership with a commitment to delivering an iconic, world-class stadium at Bramley-Moore Dock that challenges what has become stadium design and development convention over the past 25 years.

We are committed to creating a spectacular extension of the city’s world-famous waterfront.

• Working with renowned architect Dan Meis, we will deliver a ground-breaking stadium that will become internationally recognised, envied and talked about by all.

• Views from the stadium – and of the stadium – will be among the most captured and shared in the football world.

• The stadium’s location within the Liverpool Waters development area will make it the focal point of one of Europe’s most transformative urban expansion projects.

• The stadium will neighbour the 125-acre site of the Ten Streets regeneration scheme which will bring to the city a vibrant new creative quarter, further enhancing the venue’s unique appeal.

6

Easy To Get To, Easy To Get Home

Easy To Get To, Easy To Get Home

6. Easy To Get To, Easy To Get Home

Bramley-Moore Dock sits within the historic Liverpool waterfront with great road, rail and public transport links.

It is only a short distance from Goodison Park and only a 20-minute walk from the city centre.

• Sandhills station is just a 10-minute walk away from the site and the Council has already announced plans to invest further in the transport networks in the local area.

• Investment is already being made to upgrade the A565, the main north-south road link, which runs just to the east of the dock. Similarly, Regent Road will also see improvements to the pedestrian and cycling experience, with better east-west links from the docks to Liverpool 4.

• We will work closely with Liverpool City Council, Liverpool City Region Combined Authority, Merseytravel and local stakeholders to ensure that the stadium is easy to get to and easy to get away from.

Passengers board a train

7

A Legacy For Goodison Park

A Legacy For Goodison Park

7. A Legacy For Goodison Park

Goodison Park has been our home since 1892 and we are committed to leaving a lasting, positive legacy for the area.

This is of paramount importance to the Club and we are exploring how we can build on the award-winning work of Everton in the Community to leave sustainable economic and social benefits for the area.

• As part of our plans to deliver a legacy in Liverpool 4, Goodison Park has been registered as an Asset of Community Value.

• We are formulating a significant development scheme which will support the local community and its residents for generations to come.

• A key principle of this work will be ensuring greater levels of sustainability for businesses in the neighbourhood. To support this, a full programme of local community consultation will take place.

• We will continue to build upon our existing work through Everton in the Community, which has precipitated significant investment in the local area with support from more than 120 volunteers.

• We will develop a legacy project to build on our existing portfolio of community and social activities across more than 150 sites in Liverpool. The Everton Free School and Sixth Form College, The People’s Hub and the refurbishment of St Francis de Sales Social Club site demonstrate our continued commitment to the area.

Aerial shot of Goodison Park

8

Respecting Heritage

Respecting Heritage

8. Respecting Heritage

We appreciate the heritage of Bramley-Moore Dock and, through working with conservation agencies and Historic England, will ensure that our development is sensitive to the history and significance of the site.

• We recognise the importance of the docks to Liverpool’s history and the stadium design will embrace and enhance this.

• We will work with heritage groups from the outset to ensure that the development considers the history and significance of the site, as well as protecting and preserving key structures such as the hydraulic tower.

• Any development must encourage visits to this key area of heritage, enabling the local community to benefit from the history of the city’s docks.

9

Harnessing The Environment

Harnessing The Environment

9. Harnessing The Environment

We want to harness the unique features of this location to create an environmentally friendly and sustainable stadium.

• Our new home will be environmentally efficient in design and construction.

• We will work to ensure the stadium is operationally efficient, and future-proofed.

• We will look to harness the environmental power of the site and use the local resources of the dock environment.

• We will minimise our carbon footprint throughout the construction period and beyond.

10

Embracing Technology

Embracing Technology

10. Embracing Technology

Our new stadium will embrace cutting-edge technology to support and deliver a unique entertainment experience, ensuring the stadium engages with visitors in new and exciting ways to enrich the matchday experience.

• From a state-of-the-art pitch with the latest innovations in irrigation, drainage, under-soil heating and frost protection, to world-class facilities for warm up, preparation and recovery, we will utilise technology to give the team an advantage on the pitch.

• High-quality visual displays will be integrated into the stadium design to maximise their impact and enjoyment for fans.

• Using the latest construction technology, the stadium will be designed and built to enhance the natural sounds of our fans and the roof will reflect noise to maximise atmosphere.

Goodison Park pitch

11

The Right Deal For Liverpool

The Right Deal For Liverpool

11. The Right Deal For Liverpool

Our plans will deliver a major boost to the city economy, according to research conducted by consultants CBRE.

The development of the stadium at Bramley-Moore Dock presents a much-needed regeneration opportunity for North Liverpool. As part of the Atlantic Corridor regeneration priority area, the stadium will create new jobs and act as a catalyst for further development in Liverpool Waters and beyond.

The new stadium also provides an opportunity for regeneration on the Goodison Park site. We will work closely with Liverpool City Council to ensure that the city can maximise these opportunities.

• The stadium will act as a catalyst for regeneration across the city; attracting new investment, both domestically and internationally.

• The development will link to infrastructure the city has already invested in, including the new Cruise Liner Terminal, Liverpool 2 and the Ten Streets district.

• The opening of the stadium will offer a huge boost to tourism in the city of Liverpool. 1.5m visitors per annum will come to Liverpool to see Everton Football Club. The stadium will provide an annual boost to the city of £94m gross value added (GVA) to its economy through hotel occupancy, retail and tourism.

• Liverpool will benefit from the creation of 12,000 jobs throughout the stadium construction process, with 3,000 permanent jobs when the project is completed.

• The development underlines the city’s ambition to be open for business and the scheme is an important part of the regeneration of Liverpool Waters, bringing world-class architecture to the waterfront.

• More than 150 volunteer opportunities will be created for Everton in the Community, generating an additional Volunteer Wellbeing Value of £2m.

• We will create a legacy for North Liverpool that brings jobs, skills, businesses and additional development opportunities to the area.

Shoppers in Liverpool City Centre

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