Creating a Dedicated Fan Zone for Burton Albion FC

At Dawnvale, we’ve had the privilege of working with a wide range of football clubs, from major stadiums to smaller community venues, delivering projects that showcase our expertise in hospitality design and fit-out. Each project presents unique challenges and opportunities, and our experience across the hospitality sector allows us to create tailored solutions that achieve the best possible results every time.

Our latest collaboration with Burton Albion FC adds another name to the growing list of clubs choosing to work with us. The initial enquiry came from John Benson Smith, an industry expert in hospitality consultancy for both restaurants and stadium environments. A former BBC MasterChef judge, John brings a wealth of knowledge in creating high-performing hospitality spaces, and we’ve had the pleasure of working alongside him on numerous successful projects over the years.

When Burton Albion approached us to create a dedicated fan zone, it was clear this project was about more than just hospitality; it was about giving fans a space they could truly call their own.

Previously, the club had relied on hired mobile food units and temporary cabins to serve fans. While functional, this approach came with high ongoing costs. A permanent, in-house solution promised long-term savings, revenue opportunities, and a stronger connection with supporters. Fans could now enjoy a fixed venue they could take pride in, a true home for pre-match drinks and entertainment.

The fan zone is located adjacent to the community pitches, just outside the Pirelli Stadium, making it visible and accessible to all visitors. The brief was simple but ambitious: create an engaging space for fans ahead of match days that could also be used for events or private hire when football isn’t on.

The final plan included three 40-foot containers, each serving a specific function:

Left container: Full bar

Middle container: Stage for live entertainment and pre-match activities

Right container: Kitchen facilities

One of the kitchen containers was designed to accommodate two separate food offers: an in-house menu serving pies and light bites, and rotating offerings from local suppliers to give fans a variety throughout the season.

The client prepared the site by constructing the dividing wall, boarding the containers, and installing flooring, allowing our team to focus on the fit-out. With just three weeks until the start of the season, we designed, costed, and installed the complete project within the client’s budget, ensuring the space was ready in time for the first match.

Our work included:

Hygienic wall cladding on both sides of the kitchen container

Full lighting, electrics, and plumbing installations

Fabrication and equipment installation for both food and bar service

We also considered the fan zone’s future growth. Extra electrical capacity was built in for additional equipment, and refrigeration and other fabricated elements were designed to be easily upgraded as fan attendance grows.

This fan zone represents more than just a hospitality upgrade. It’s a flexible, revenue-generating venue that brings fans closer to the club, while also providing a platform for local food suppliers and community engagement. For Burton Albion, it’s an investment that adds value on and off match days, creating a space fans can truly call their own.