We spoke to United a couple of years ago and did a kind of vision study, looking at the possibilities of a transformation of the existing building of Old Trafford, so we’re pretty familiar with the challenges of that and the challenges of the expanding site, Meis says.
One of the things that’s always a challenge, particularly I think in English football, is giving up that sort of history, of generations of going to that place. In the US we’re turning over stadiums in 20, 30 years, which I think is a real shame. In the UK it’s just not as easy.
At Everton they didn’t come to that decision easily because, again, they were giving up a pretty historic ground, Meis says. But at United, while I haven’t been involved in their more recent efforts, I think there really is a belief that there’s an opportunity to significantly improve the revenue generation in a new building that you might not be able to do in a renovated building.
Hanway agrees. The advantage of having a new stadium is being able to create tiered platforms, with premium amenities to certain seating sections,”he says. At Old Trafford, with your highest rate premium amenity fans, you may not be able to stretch their budget very much higher. It’s both a benefit to the fans as well as to the revenue generation for the clubs.
As Meis says, United has a global fanbase with some extremely wealthy supporters: There is the opportunity to create a VVIP tier, a very high-level experience.
Not that Meis cannot see possibilities on the existing site. When you look at Real Madrid, you can’t imagine it’s the same stadium, he says. It can be done.