Everton Football Club’s record-breaking public consultation for a new stadium at Bramley-Moore Dock and a community-led legacy at Goodison Park has won a national planning industry award for its comprehensive approach to ensuring members of public had their say on the plans.
The Club, alongside integrated agency Influential and the planning and development team at property consultant CBRE, devised and delivered the engagement campaign which generated 63,000 responses and demonstrated 96% support for The People’s Project.
Everton and its advisors have now been named winners of the ‘Stakeholder Engagement in Planning (Development Management)’ category at the national Planning Awards 2020.
Judges praised The People’s Project for being a “great example of cross-cutting engagement at all levels”.
Held annually, the Planning Awards, recognise excellence in planning, regeneration, economic development and urban design across the UK.
The People’s Project pre-planning consultation engaged a large, inclusive audience across the Liverpool City Region – in the Club’s proposals for a new 52,888 capacity waterfront stadium at Bramley-Moore Dock and an innovative community-led legacy project at Goodison Park.
The multi-channel consultation was carried out in two phases across 2018 and 2019 and included a permanent online presence, a geo-targeted social media campaign, email and postal surveys, focus groups and an ambitious touring exhibition which visited 21 locations and attracted more than 18,000 people.
The campaign has been heralded by experts as the largest public consultation in the City of Liverpool’s history, with valuable lessons for future projects.
Colin Chong, Stadium Development Director at Everton, said: “This award is testament to the planning and hard work put into what is widely being acknowledged as an ‘exemplar public consultation’.
“As well as engaging our own supporters on the streets of Merseyside, we also gave our global fanbase the chance to have their say online. We were equally delighted with the response received from non-Evertonians and non-football fans, who showed their support for both developments and understood the transformational socio-economic benefits The People’s Project could bring to our city region.
“I’d like to thank CBRE and Influential who worked as an integral part of our New Stadium and Communications and Engagement teams. Their strategic advice and on-the-ground support proved incredibly valuable as we worked together to deliver a robust, creative, transparent and engaging public and stakeholder consultation.”
The People’s Project was named the ‘Best Property and Construction Campaign’ at the Northern Marketing Awards 2019 and is also a finalist for ‘Marketing Campaign of the Year’ in the Chartered Institute of Marketing (CIM) Awards 2020.