From VIP Boxes to Hospitality Suite

At Birmingham City F.C., a cluster of VIP boxes in the Gil Merrick Stand were in need of a refurbishment. The club faced a pivotal decision: invest in upgrading them individually, or reimagine the entire space. In comparison to the new high-end hospitality suites that were going to be built, the traditional boxes would no longer be the premium choice for modern fans. As part of their ambitious Summer 2024 stadium improvements, they opted for a bold transformation by removing the existing VIP boxes.

Why not also read our Birmingham City F.C. Hospitality Renovation project.

Each of the original boxes held just 10 seats, limiting the number of guests and the atmosphere within the space. By replacing them with a single, open-plan hospitality suite, the new layout now accommodates 150 covers comfortably, without feeling overcrowded. This transformation significantly increased capacity, created a livelier shared matchday experience, and boosted the potential for fan engagement and revenue by more than 50%.

The refurbishment began with a complete strip-out. Everything was removed, all the VIP boxes were demolished, and the entire area was taken back to the original stadium brickwork to prepare for a full M&E package and modern interior fit-out. Unexpectedly, hidden structural stadium supports, missing from the original plans, were revealed during demolition. These immovable elements were reimagined as design features.

To work with the supports, a plinth was built at the lower end of the slanted beam, creating a level change that subtly zones the space while forming a clear walkway alongside the panoramic windows. Metal grates were fabricated to wrap the beam’s base, providing separation without blocking sightlines, maintaining a sense of openness throughout.

The suite’s generous size and elongated layout made it ideal for full-length panoramic windows overlooking the pitch and allowing fans to soak in the atmosphere of the stadium in the comfort of the suite. To optimise service efficiency in this large area, Dawnvale installed a bar at each end. Blue tiling, stone countertops, brass gantries, and footrails combine to deliver a refined and cohesive aesthetic. To see our case study on the finished venue, click here.

The rear wall was fitted with walnut-effect carpentry, offering both aesthetic warmth and practical storage for guests. The nearby washrooms were also upgraded in line with the suite’s elevated finish, ensuring every detail enhances the guest experience.

Now finished, Birmingham City have made this suite into a fantastic all-around experience. with a pitch-side view of Chris Davies and the team during their warm-up. Guests then walk up the Gil Merrick steps, past their padded seating, and enter the suite via the newly created ‘12’ entrance. The result is a hospitality experience that is seamless, luxurious, and modern.

To read our case study on the finished suite click here

Interested in repurposing underperforming VIP boxes or transforming tired suites into flexible, revenue-generating spaces? Contact Dawnvale to explore what’s possible in your venue.