Aston Villa reveal North Grounds development plans

Aston Villa Football Club has revealed plans for a bold regeneration project at Villa Park that will build on the Club’s 150-year heritage, while also creating the fan experience zone of the future.

Expected to go live at Christmas 2025, the new project includes the launch of The Warehouse, a new multi-use venue set to become a centrepiece of the matchday experience and a hub for year-round entertainment, along with a new ticketing office, improved plaza in the North Grounds, and expanded footprint of the club shop.

Admission to The Warehouse will be free for ticketed supporters on matchdays, when the venue becomes the largest beer hall in the Premier League – a vibrant space to connect, enjoy a pint, and soak in pre-match excitement with state-of-the-art LED lights and flat-screen TVs.

Beyond matchdays, The Warehouse will transform into the Midlands’ premier concert venue and event space. The 3,500-seater venue will host world-class performances, from live music and sporting events to community activities, creating a versatile space for audiences of all kinds.

Designed to bring the Aston and Birmingham communities together, it will also serve as a platform for local and global talent, making an impact far beyond Villa Park, the club said.

Completing the vision is an expanded plaza in the North Grounds, designed to amplify the matchday atmosphere.

This space will host player receptions that will be bigger than ever before, setting the tone for unforgettable game days.

The plaza will connect Villa Park stadium with The Warehouse and the new club shop that opened earlier this season, creating an electric environment that welcomes Villans to one of the best matchday experiences in the Premier League.

SVB LIVE events focus on elevating the live experience through Architecture & Design, Customer Journey, Fan & Premium/VIP Experience, Hospitality, Interiors & Fit-Out, Sustainability, Technology, and Venue Commercialisation. The first Networking Event of 2025 is taking place at Leopardstown Racecourse in Dublin, Ireland, on January 23rd; book your ticket here.

Over the past five years, Aston Villa has risen to become one of the highest-performing clubs in the world, enjoying the most prosperous period in its 150-year history.

Over the last 18 months, Aston Villa has mirrored this success off the pitch, taking a deeply strategic approach to ensure Aston Villa’s continued rise, all in the face of Premier League-mandated financial regulations.

Introducing this significant redevelopment project of the North Grounds generates additional revenue streams that allow the Club to comply with stringent Premier League regulations, while ultimately solidifying its position as a powerhouse capable of continually competing and winning at the highest level.

Chris Heck, President of Business Operations, said:

This is a transformational project, well on its way to completion for next season. We want to create the best matchday experience possible in the Premier League, so we’re giving our fans an open space to do what fans do best–come together to celebrate the players, the game and the lifeblood of this community.

And the strategic decision to utilize this space as a world-class entertainment venue adds another pivotal piece to climbing the financial fair play mountain. Everything we do is designed to make this Club one of the best in the world, on and off the pitch.

Source and image courtesy of Aston Villa

The SVB LIVE series of events – organised by Sports Venue Business and focused on elevating the live experience – feature Global Networking Events and the annual SVB LIVE Conference & Exhibition.