Everton, fans and how to make a building a home
It takes time for a new stadium to become a home. Statement performances and seismic results accelerate the process. Murals, signage and statues matter, too. Grounds shouldn’t simply be a signpost to the future but also an uplifting walk down memory lane, a reminder of a club’s journey. It was a subject raised by Everton supporters at last night’s Fan Advisory Board meeting as they prepare for Sunday’s first Merseyside Derby at Hill Dickinson Stadium.
I was on the panel and listened to understandable anger expressed about ticket price increases, an issue sadly prevalent across the game. Clubs alienate loyal supporters at their peril; the atmosphere dips (which worries broadcasters) and fans spend less at the club store and food outlets in protest. It’s a false economy by clubs, bad optics, and loosens the connection between owners and fans.
Fans also voiced disappointment that there was “no feel or sense”, as one fan put it, of it being Everton’s home when going to the ground. This is hardly an insurmountable problem, it’s about club and fanbase liaising. Arsenal’s success with the Emirates exterior was mentioned by Everton fans. Arsenal worked with fans. Along with other reporters, I sat through one presentation of potential designs and it felt significant that the event took place in the boardroom. Arsenal took fans’ concerns seriously, and wanted to get the imagery right. They have done.
Emirates gradually acquired its distinctive exterior imagery, currently in its second plumage. Statues rose of Thierry Henry, Dennis Bergkamp, Tony Adams, Herbert Chapman and Ken Friar. It felt a significant moment, almost a rapprochement, when the Arsene Wenger statue was finally installed, a sign that club and its greatest manager were together again after his painful departure.
Everton fans also mentioned the Shed Wall at Stamford Bridge showcasing Chelsea legends. By 2018, each picture of a player came accompanied by a QR code so visitors can receive bios, stats and quotes of Didier Drogba, Frank Lampard and other greats in 10 different languages.
Hill Dickinson Stadium needs greater “Evertonisation” in the words of one fan last night. Large crests are great but they need murals and a museum. Visitors, let alone supporters, want to feel they are immersing themselves in the history of the game as well as going to a game. Everton’s history deserves celebrating: founder members of the Football League, founder members of the Premier League, and one of the most unique names in world football.