Two years after completing the Accrington Stanley Wham Stadium fit-out, we revisited the project to discuss its success with the owners and the ongoing benefits to the stadium and all fans who visit.
Dawnvale's expansion and fit-out of The Wham Stadium achieved several significant outcomes, enhancing both guest experience and operational efficiency. The main project objectives included:
- Increased guest capacity in multiple areas
- Enlarged hospitality areas
- Created a premium atmosphere while catering to the local community
Key Highlights of The Fit-Out
- Previously, hospitality on matchdays hosted between 50-80 guests at an average of £50 per head in a traditional suite. Now, the 1968 Lounge accommodates 130-180 guests at roughly £80-£100 per head. Coley's Bar and the Chairman's Lounge also see regular high attendance.
- Inspired by a visit to Salford's stadium, the original plans, which included changing rooms in the middle of the new building, evolved significantly due to COVID and our guidance. We encouraged the owners to dramatically increase the size of both bars and hospitality areas.
- Despite initial expectations of a loss in the first year, the fit-out proved incredibly successful, generating £900k in revenue within the first 12 months. This was a steep learning curve as it was the first time Accrington Stanley had ventured into hospitality at this scale.
- Two years on, the fit-out still impresses visitors, with many believing it to be brand new. This lasting impression is due to both the high-quality materials and workmanship and the meticulous care taken by the Accrington team to maintain the venue.
- The 1968 Lounge and Coley's Bar have become versatile venues for various events, including Christmas parties, weddings, funerals, music events, and charity nights. The reputation of these spaces has grown rapidly, leading to a busy schedule with multiple events often taking place on the same day.
1968 Lounge
The 1968 Lounge was designed to maximise service efficiency and guest enjoyment. Several bespoke bar stations were installed to enhance service speed and customer satisfaction. A functional oak back bar, complemented by brass overhead stemware racks, adds a touch of elegance and functionality. Additionally, a commercial kitchen was integrated, capable of catering to over 1500 guests, ensuring that high-quality food service is always available.
Coley's Bar
In Coley's Bar, we prioritised enhancing the matchday experience by efficiently managing foot traffic. Strategically placed benches and standing tables accommodate large crowds and offer flexible seating options. We also implemented a transitional area, enabling staff to move efficiently between different sections. A 185-inch retractable projector ensures all 300 visitors can enjoy match highlights and live games in high definition. Coley’s is now regularly fully booked to capacity and has gained a loyal clientele from contrasting audiences, becoming a firm favourite for all events from weddings to sporting events.
The Snug
The Snug provides a more intimate experience with its glass-fronted lounge offering panoramic views of the stadium pitch. This contemporary bar area features heritage NORI bricks, famously used in iconic structures such as the Blackpool Tower, Battersea Power Station, and the Empire State Building. This blend of modern design and historical elements creates a unique and inviting atmosphere.
Chairman's Lounge
The Chairman's Lounge was designed with exclusivity and luxury in mind. Offering panoramic views of the stadium, this lounge provides an unparalleled experience for VIP guests. The design focused on creating a space that exudes sophistication and comfort, making it the perfect setting for high-profile events and gatherings.
Book a Meeting to Transform Your Stadium
Our bespoke stadium fit-out service blends comprehensive expertise with efficiency, ensuring high standards throughout. With our extensive experience in fast-track stadium and hospitality fit-outs, we can help your football club optimise revenue and provide the ultimate guest experience. Contact us today to discuss your requirements.
