A key criterion governing optimum location concerns the spectator expectations when coming to a sports event. Within a stadium it is atmosphere and experience which are paramount, hence the ‘build it to fill it’ maxim. The quality of this experience can only be gained from the diversity offered by an in-town location and cannot be manufactured by the on-site facilities in an out-of-town location.
The holistic multiplicity of facilities are defined as those which are convenient to stadiums, especially restaurants and bars, accommodation, entertainment, general retailing and other ancillary attractions such as tourist sites, art and culture venues.
Tesco indicate that the Kirkby site provides a viable location and development opportunity which has been determined against a number of defining criteria including operational viability; corporate governance involving the setting up of a stadium company linked to an operating company, naming rights, and private sector partners who will absorb a substantial portion of the development risk.
There is a view that the Kirkby proposal is flawed and based on a case of having a site which is looking for a use whereas the rational approach would be to determine the use characteristics of the proposed development and identify the best site to suit the determining criteria.
From a planning perspective a sports stadium proposed in an in-town location needs to have regard to the sustainability of the development; infrastructure provision to support the development including potential traffic generation and congestion; vitality and viability of the city centre; benefits derived in the public interest; evidence of the sequential approach; environmental quality and attractiveness of the urban form in the context of the locality.
There is a strong economic, cultural and social argument for a Liverpool based stadium which will yield greater benefit for sports in Merseyside. The synergies offered by the in-town location including the pre and post game activities and the holistic city experience surrounding the sporting event will substantially outweigh those offered by a stadium sited in an out-of-town location. In this regard there is a perception that out-of-town stadiums are soulless places which invariably have inadequate infrastructure and service provision.
Planning policies indicate the need to consider in-town locations and reinforce the need to regenerate urban areas and promote sustainable developments. In this context
The evidence base drawn from other cities such as Cardiff supports the view that benefits will accrue to the end users, sports fans and the community; and that multipliers will result for businesses including hotels, pubs and restaurants in the in-town location.
In the US market the stadiums which moved out of the cities have faced major financial challenges as a result of reduced attendances and many are now moving back to city centre locations as a consequence.
A stadium in Liverpool offers the capacity to act as an economic regenerator for the Everton, the city region as a whole and contribute to the economy.
A stadium located at Kirkby is expected to be largely car dominated and will not be user friendly to pedestrians or cyclists which is contrary to the sustainable agenda of reducing car usage. Consideration of a sustainable transport approach must be a priority in the decision making process concerning a development of this size.
The Liverpool option is much more tourist friendly with greater potential spend in hotels, restaurants, pubs and clubs, and more sponsorship and VIP opportunities. In terms of potential usage/patronage, support infrastructure, financial stability/viability, and private sector commitment, Scotland Road is perceived to be an optimum location for a stadium whereas Kirkby will be a stand alone destination offering which runs the risk of being poorly supported for most of the year.
The case for the stadium in Liverpool cannot be sold as a single speculative venture. Instead it needs to be carefully articulated into the business case for the city and sold as a key initiative to unlock the need for more imaginative and integrated decision making on the infrastructure commitment for the city. This way the stadium assumes a much more important strategic role to unlock inertia, create critical mass, lever infrastructure investment and benefit the public interest and generate social and economic spin off for the city.
An in-town location for the stadium will provide additional synergy in creating ‘Destination Liverpool’. The branding of Liverpool as a tourism-leisure-sporting destination will bring enormous economic benefits and generate multiplier effects. Investment in product including infrastructure will generate greater capital return if targeted to Liverpool. Consequently a Liverpool based stadium is seen to offer the potential of delivering greater benefits/returns compared to a Kirkby based stadium which does not have the product.
Successful stadiums are those that engaged the local communities in a full and frequent capacity. The sustainability of an out-of-town stadium at the Kirkby is a key issue with many concerned that we could have another Millennium Dome whereby financial realities are distorted by political intent (in this case Knowsley’s Labour party).
