Everton FC praised for consultation work on new stadium

Everton Football Club has been praised for its public consultation into a new state-of-the-art stadium on Liverpool’s Waterfront.

The Premier League side is planning to build a 52,000-capacity ground at Bramley Moore Dock on the Waterfront and a community-led regeneration project at its current home, Goodison Park.

The club held its public consultation in two stages – November/December 2018 and July/August 2019 – including travelling roadshows, workshops for fans and a downloadable smartphone app.

The consultation process has now been praised by chief executive of the Chartered Institute of Marketing (CIM), Chris Daly and academics for its inclusive approach and desire to listen to the public viewpoint.

‘Strong brands put their customer at the heart of everything they do, and Everton’s stadium consultation is a shining example of this,’ said Mr Daly.

‘The club has not assumed, but asked fans what it is they want, inviting Evertonians and the wider public alike to play a meaningful part in the process.

‘Its choice of engagement channels has marked the club out as an innovator: incorporating the latest VR technology and recognising the popularity of apps, while not abandoning proven marketing techniques such as drop-in sessions and workshops,’ he added.

‘It has succeeded in marrying the integration of this fan feedback with an unfaltering commitment to its heritage. While the stadium is changing, Everton FC has made it clear that its values will not, confirming their authenticity, and securing loyalty through this period of change.’

Everton received overwhelming support for their stadium and legacy plans from the first stage public consultation, attracting more than 20,000 respondents making it the largest commercial public consultation held in the city of Liverpool.

The club’s planned move to Bramley-Moore Dock was backed by 94% of respondents while 95% supported its plans for a legacy project at Goodison Park.

Professor Michael Parkinson, associate pro-vice chancellor for civic engagement at the University of Liverpool and an advisor to national governments and the European Commission on urban affairs, said: ‘Everton’s consultation and engagement has seen them live up to their reputation as the “people’s club”. There has been a real rigour and depth to their engagement over the last two years – so it shouldn’t come as a surprise that their plans have been received so well.

‘The club has acted in a clear and transparent way and genuinely reached out to fans, the business community and local people to ensure that the dialogue around the scheme is meaningful and in-depth.

‘Some of the immersive technologies they have used to bring their plans to life, coupled with the breadth and depth of the engagement activities can provide valuable lessons for organisations undertaking engagement and consultation processes.’

Photo Credit – Supplied