Everton's new stadium: A magnificent venue, but is it truly a home?
For Everton fans, the transition to the Hill Dickinson Stadium has been a journey filled with awe at the magnificent venue, but a lingering question remains: when will it truly feel like home? After 133 years of cherished memories at Goodison Park, adapting to a new environment is bound to be challenging. Manager David Moyes has pondered various reasons for this disconnect, but perhaps the most straightforward solution – wins – has been elusive, with the team securing only five victories in 16 matches. Beyond the scoreboard, fostering a new matchday routine that resonates with supporters is crucial, yet for many, this is proving to be an uphill battle.
But here's where it gets controversial... Imagine being a dedicated season-ticket holder, living in the south of England, and realizing you'll likely miss seven or eight home games this season simply due to the modern fixture schedule. This isn't an isolated lament; the club acknowledges this widespread issue. While Everton benefits from TV-selected matches, a trend not unique to them, their inaugural season at the new stadium has presented a particularly peculiar and, for fans, detrimental fixture list. The curse of the modern fixture schedule is impacting more than just the Toffees.
Consider this: Burnley's visit on Tuesday evening marks the fifth consecutive Premier League home game to be played on a weeknight. Their last weekend home fixture was on January 4th, and their last 3 pm Saturday home game, which also saw their last home win in any competition, was on December 6th against Nottingham Forest. If the Merseyside derby in April and Manchester City's visit in May are also moved for television, as seems probable, Everton's first season at their new home will have featured an equal number of Monday 8 pm kick-offs and Saturday 3 pm starts – three each.
This scheduling nightmare deters families, the elderly, and those who travel long distances. Even local businesses, like the new bars opposite the stadium, anticipated more weekend footfall. On a brighter note, the street lighting along Regent Road has been improved, and upgrades to Sandhills train station offer some modest improvements for those navigating the area for night-time matches.
Everton is actively seeking fan feedback through “experience surveys,” with responses about the stadium itself being overwhelmingly positive. It's no surprise, given the club's substantial investment of approximately £800 million in creating what is arguably one of Europe's finest venues. Already, changes have been implemented, such as hiring more staff and installing more kiosks to combat queues for refreshments. Furthermore, they've significantly boosted disabled parking facilities, now boasting more bays than all but Manchester City in the Premier League. However, for those facing long waits for the men's toilets in the South Stand, the wait might just continue.
And this is the part most people miss... The most significant criticisms emerging from surveys and Fan Advisory Board meetings revolve around the transport infrastructure surrounding Hill Dickinson Stadium. This was an anticipated challenge given the stadium's dockland location, with access primarily from one side. The surge in night-time fixtures has amplified traffic congestion for residents, businesses, and fans alike, particularly as workers depart Liverpool city centre just as road closures commence.
The undeniable upside, however, is the stadium's riverside location and proximity to the city centre, a key factor in its appeal. This has unlocked significant financial opportunities for a club that has faced recent turbulence. Global sponsorship deals with brands like Pepsi and Budweiser represent a massive commercial leap. Andrew Middleton, Everton's President of Business Operations, stated, “The club is on course to deliver its strongest annual commercial performance to date. The move to our new stadium has been a vital catalyst in that growth.” He further elaborated on exploring commercial opportunities, including the hydraulic tower and enhancing the Budweiser Plaza and premium areas.
The stadium's growing profile and revenue are attracting a diverse range of events. The success of the Rugby League Ashes Test led to a deal to host the Super League's Magic Weekend in July. A Fiji vs. England rugby union match and a Scotland vs. Côte d’Ivoire World Cup warm-up are also scheduled. The Lionesses will face Ukraine in a World Cup qualifier at this Euro2028 venue.
Such operational success has drawn delegations from clubs across various leagues, including the Premier League, Bundesliga, and even South America, all keen to learn from Everton's stadium relocation experience. Milan, for instance, recently visited to gain insights into leaving an iconic stadium behind – a feat that is never easy.
David Moyes reflects, “You think of Goodison; narrow tunnel, the lights, the crowd can touch you every time you’re off the pitch. This is completely different for the opposition. Other teams come here and enjoy it. It might not look it, but it feels a bigger space than Goodison. There are things about it which are different and we have to get used to but, you know something, I think our games are better than at Goodison; our team is better this year.”
While Moyes's sentiment might hold truth, Hill Dickinson Stadium has yet to fully transform into the formidable fortress that Everton fans crave. What do you think? Is the new stadium truly a home yet, or is it still a work in progress? Share your thoughts in the comments below!
