Birmingham City unveils transformative landmark project

Dawnvale has recently completed a major refurbishment at Birmingham City Football Club’s St. Andrew’s stadium, including the transformation of seven hospitality suites, three new kitchens, and much more, all completed in 12 weeks!

The newly-transformed spaces at St. Andrew’s include:

✅ Box-to-Box
✅ The Boardroom
✅ The Garrison
✅ City View Suite
✅ The Sponsors Lounge
✅ The City Suite
✅ The Globe and Ball
✅ Staff Offices
✅ 3 New Kitchens

This is in addition to the multiple storerooms, bathrooms, staircases and walkways that Dawnvale delivered, on time, and within a 12-week Fast-Track programme, ready for the first game of the season.

Box-to-Box

Carved out from an unused space beneath the seating structure. After removing tonnes of rubble, Dawnvale created a vibrant new area featuring an extra-long bar with goalpost entrances on both sides, accessible from within the stadium.

The Boardroom

Formerly the Chairman’s Lounge, Dawnvale expanded the floor area, added a central feature bar, and introduced multiple new private dining areas, making it one of the stadium’s most sought-after locations.

The Globe and Ball

The space has been dramatically extended. The expanded floor space offers an upgraded fan experience, featuring new kiosks and a standout self-serve beer wall.

The Sponsors Lounge

Previously known as Legends, this suite has been fully revamped. The addition of mezzanines and brand-new bar areas has significantly increased the capacity and transformed the space into a high-tech, modern lounge.

The Garrison

Inspired by the 1920s Peaky Blinders era, this revitalised space, formerly the Jasper Carrot Suite, now boasts a vintage-inspired design and operational upgrades. It even features memorabilia from the series.

Dawnvale – a Platinum Sponsor for the SVB LIVE Conference & Exhibition – will be leading a panel session focused on “Changes in Stadia Hospitality to Maximise Revenue on Matchdays & Beyond” alongside SpaceInvader and Birmingham City FC. Hospitality, Fit-Out & Interiors, and Venue Commercialisation are among the key focuses of this industry-leading event.

City View

Dawnvale demolished a row of 16 old VIP boxes to create this luxurious, open-plan entertainment space with panoramic pitch views. The dual bars and state-of-the-art kitchens offer an elevated menu experience.

The City Suite

This suite underwent a complete refurbishment, splitting the existing space to create a brand-new kitchen and an exclusive bar area for box holders. The transformation reflects the club’s commitment to providing an exceptional environment for all guests.

Offices

Dawnvale redesigned the office spaces to accommodate expanded hospitality areas, creating a more efficient and pleasant working environment. This operational upgrade includes new technology, boardrooms, and breakout areas, seamlessly integrating with the overall stadium enhancements.

There were many additional improvements made during this fast-track programme.

In a statement, John Berry, Managing Director at Dawnvale, said:

A huge congratulations to everyone involved—your contributions have been invaluable to this landmark project. A special thanks to the design team at SpaceInvader for your expertise and dedication, and to Birmingham City FC for your unwavering support throughout. Together, we’ve elevated matchday hospitality at St. Andrew’s @ Knighthead Park to a whole new level.

We hope all the fans enjoy these fantastic new spaces!

AFL Architects helped deliver this transformational project and are also working on the fanzone and amphitheatre.

Sports Venue Business has launched a raft of new offerings under the SVB LIVE banner, including Networking Events & a Webinar Series, culminating in the annual SVB LIVE Conference & Exhibition, being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker on October 8th, 2024.

Check out the latest sports and entertainment venue development news in the exclusive, subscription-only, SVB Global Report here.

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