Five Takeaways For Delivering Fast Paced Stadia Refurbishment

Delivering complex refurbishment projects can be a challenging exercise. When you add to that a very short time window for delivery, the complexity is increased. This is the case for many major sports stadias, which have a finite period for refurbishment during the off-season.

Trivandi supported the completion of Aston Villa FC’s Holte GA+ concourse during the Premier League’s summer break, ensuring it was ready for the 2023/2024 season.

Trivandi’s Venue Development team have identified five key ‘take aways’ from this and other similar projects for delivering fast-paced stadia refurbishment projects.

1) Develop a robust and defined brief which will:

• Provide clarity on what the desired end goal is and why.
• Identify the key objectives of the project.
• Highlight the key decisions required and at what stage to support progression of the project against the programme.
• Clarify the gateway process to assist with timely decision making and maintain design momentum.

2) Establish open and honest dialogue across the project team to:

• Encourage collaboration and a “can do” attitude.
• Ensure everyone knows their role within the team.
• Be clear on governance to allow for clear and concise decision making that supports the pace of the programme.
• Engender a feeling of trust within the team.

3) Establish early stakeholder buy-in which will:

• Provide visibility and ‘no surprises’ when it comes to short term business disruption
• Assist in informed decision-making when required.
• Bring stakeholders on ‘the journey’ and maintain their support.

4) Enable early supply-chain involvement which will:

• Reduce down time in the programme and maintain momentum
• Allow early contractor involvement to inform the programme, identify long lead packages and provide early input to costs.
• Start early enabling works that don’t affect match day operations.

5) Maintain the continuity of the team into the on-site delivery phase which will:

• Keep continuity of project knowledge.
• Provide the client with assurance that the end product will deliver the design intent.

The SVB LIVE series of events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability and Technology. The 2025 SVB LIVE Conference & Exhibition is being held in the Lower Ground within the Holte Stand at Villa Park Stadium on October 6th and 7th.

THE CHALLENGE

Aston Villa FC wanted to redevelop Villa Park Stadium and its wider site to become a best-in-class football stadium, enhancing the fan experience and optimising revenue.

The Club were granted planning approval from Birmingham City Council in December 2022 for phase one of the redevelopment and expansion of Villa Park – to create a world-class sports and entertainment venue and a thriving community hub.

A key part of Villa Park’s redevelopment vision was to reimagine how the Holte End concourse could provide an enhanced fan experience, whilst retaining the unique character and DNA of one of the most recognisable stands in English football, and optimise return on investment. The redevelopment of Holte End needed to be completed within the summer football season break in 2023.

As lead consultant, Trivandi advised Aston Villa on the future development plans and modernisation of Villa Park Stadium and the wider site. Trivandi helped shape the vision, design, commercial operations concept, business plan and capital cost model for the club’s future infrastructure plans. This included coordination with the wider Birmingham City Council Masterplan.

Phase one

Phase one saw an increase in Villa Park’s capacity to over 50,000 and the modernisation of the stadium into a world-class sports and entertainment venue that can host major international tournaments and compete at the highest level.

Key elements include:

• A brand-new North Stand wrapping into the Trinity Stand.
• Enhancements to the existing Trinity Stand.
• The creation of a new multi-use space called ‘The Warehouse’ which will include a new Fan Zone destination. It will also offer a dynamic event space and community use on non-matchdays.
• Redevelopment of the Witton Lane entrance to create over 6,500 sqm of new public space around the North Stand to improve accessibility, biodiversity, safety, and the overall experience for fans, visitors, and the local community.
• A new, two-storey club shop will be located on the northeast corner, facing Witton Lane, while the area around the new stand will feature an enlarged arrival plaza with room for street food vendors and outdoor activations.
• In minor updates to the original plans for the New North Stand and Trinity Stand improvement, there will be enhanced facilities integrated into the northwest corner focusing on supporter and visitor experience on match and non-matchdays.

Phase 1 included the redevelopment of the North Stand, enhancements to the West Stand, a proposed new fan zone and significant enhancements to the public realm, including the completion of the Holte End concourse refurbishment.

Highlights of the Holte End refurbishment include self-order and self-pour technology, a state-of-the-art kitchen, a feature bar, access to the space for wheelchair users to sit with their fellow supporters at the heart of the stand for the first time, and a large social area at the heart of the space for fans to gather promoting a fantastic atmosphere to enjoy the pre-match build up.

20.20 Ltd is a longstanding sponsor of SVB LIVE events, and will be a Silver Sponsor for the 2025 SVB LIVE Conference & Exhibition taking place at Villa Park Stadium on October 6th and 7th, with an Opening Night Icebreaker at another iconic Birmingham venue on October 5th. Levy will be a top-tier sponsor.

Premium hospitality

In terms of the redevelopment of its premium hospitality – aiming to provide guests with a broader range of fine dining and exclusive experiences – the Club appointed 20.20 Ltd to design seven premium and ultra-premium spaces, all of which have luxurious interiors and are grounded by a narrative unique to the location and history of the club and rich in detail.

In the Trinity Stand, 20.20 delivered The Chairman’s Suite, Trophy Suite, The Oak Room and Legends Lounge.

20.20 worked with Levy, CAA ICON and ITS Interiors to deliver these seven spaces.

Source & imagery, courtesy of: Trivandi

The SVB LIVE series of events are organised by Sports Venue Business – the leading platform for sector news, views and developments – and feature Global Networking Events, a webinar series and the annual SVB LIVE Conference & Exhibition.