AFL appointed by Stoke City for initial phase of Five-Year Development Programme

AFL Architects is undertaking £4m worth of strategic development projects at the bet365 Stadium and Clayton Wood Training Ground.

The five-year programme of works will be carried out for Stoke City, including infrastructure works, hospitality upgrades and upgrade works at the training grounds. A major element is the installation of 8,400 new seats in the Franklyn Stand, bringing it into line with the seating improvements throughout the rest of the stadium.

The Tile Mountain and South Stands will be upgraded with new washroom facilities, providing further improvements to the matchday experience.

Richard Smith, Stoke City’s Vice Chairman, said:

The work we will be carrying out represents the start of a five-year refurbishment and construction programme across our properties. We are confident the work we are carrying out at the bet365 Stadium will significantly enhance the match-day experience for supporters. The refurbishment programme represents a significant investment by the club’s owners and underlines their continuing commitment to the football club.

The programme of works is already in the design stages, with construction due to commence at the end of the current season.

Completion is planned ahead of the 2022-23 campaign.

The design of new stadium hospitality for Stoke City

Upgrades to the existing hospitality at bet365 Stadium will vastly improve the fan experience at the home of the Sky Bet Championship side, as well as provide new space for non-match day functions. The largest of these, Delilah’s Bar at Boothen End corner, will be transformed to become a sports bar on the lower floor with new large screen TVs, new toilet facilities and enhanced bar and catering facilities. The upper level will undergo refurbishment to create an improved function suite with new kitchen facilities.

The Chairman’s Suite and Boardroom will be combined to form a 60-cover venue, available for hire for private events as well as continuing to host directors and guests on match days. The Stanley Matthews Suite and the Player’s Lounge will also undergo significant refurbishment.

The transformation of these spaces will enable the club to offer improved hospitality packages, as well as opening the stadium to host events outside of match days.

John Hampton, AFL Architects, said:

Our continuing partnership with Stoke City has proven extremely rewarding for the team. We are excited to be part of this major new step forward in the club’s future, improving the matchday experience for the fans, the facilities for the players, and ensuring long-term sustainable growth for Stoke City.

This will be the largest stadium infrastructure project carried out by the club since AFL’s 2016-17 stadium redevelopment design, including the South East Corner Stand, stadium reseating, a major upgrade of and increased choice of accessible facilities, the installation of two big screens and a matchday media centre.

The AFL team also carried out the design and delivery of Clayton Wood Training Facility in phases between 2009 and 2016 including reconfiguration and expansion works to adapt to the club ambitions and training methods.

Source & imagery, courtesy: AFL Architects

Sports Venue Business organises and delivers ALSD International, the leading event and 365 community for the Premium Seat & Hospitality sector, focused on optimising revenue through New Builds, Renovations & Service Expansions, on behalf of the Association of Luxury Suite Directors (ALSD). Click on the banner below to find out more…

The 2022 event is to be hosted at Tottenham Hotspur Stadium and will feature the usual high-level conference, an exhibition showcasing industry-leading products & services, networking events and a very special behind-the-scenes tour of Tottenham Hotspur Stadium sponsored by Levy UK + Ireland.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments


Share This Article

This website uses cookies and asks your personal data to enhance your browsing experience.