Aston Villa Football Club

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.

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.

Trivandi applied our ‘One Team’ approach to shape the vision, design, commercial operations concept, business plan and capital cost model for the club's future infrastructure plans.

This focused on opportunities to transform Villa Park into a commercial venue through an increase in capacity, hospitality offerings and non-match day usage, whilst ensuring all design proposals are functional, operationally viable, commercially valuable, and offer an optimal experience.

Specifically for Holte End, this included providing better connectivity to the seating bowl, utilising the south facing external terrace as a place to congregate before and after matches, and providing better accessibility and inclusivity for supporters. Trivandi worked closely with the client stakeholder team to develop a design that could be implemented within the time window.

Trivandi applied our “One Team” approach by integrating expertise across strategy, commercial, design and operations, in partnership with the client stakeholder team, to develop a design that was functionally and operationally optimised, and could be implemented within the time window.

As lead consultant, Trivandi advised Aston Villa on the future development plans and modernisation of Vila 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 includes coordination with the wider Birmingham City Council Masterplan.

Phase 1 included the redevelopment of the North Stand at Villa Park Stadium, enhancements to the West Stand, a proposed new fan zone called 'Villa Live' and significant enhancements to the public realm, including the completion of the Holte End concourse refurbishment, which won the ‘Concourse Activation Award’ at the 2023 Stadium Business Design & Development Awards.

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.

In 2023/24, Aston Villa FC enjoyed their best Premier League season for 28 years and we’d like to think the new Holte End concourse had something to do with it!.