Everton’s move to their gleaming new stadium was supposed to mark a new era of success and connection for the club and its fans. But here’s the harsh reality: despite the state-of-the-art facilities, many supporters feel like strangers in their own home. After 133 years at Goodison Park, the transition to the Hill Dickinson Stadium has been anything but seamless. David Moyes, ever the analyst, points to a multitude of factors beyond the inherent strangeness of change. Wins, he argues, would be a powerful antidote to the unease, yet the team has managed a mere five victories in 16 matches. Establishing a new matchday routine could help fans connect with the venue, but for many, this is proving to be an uphill battle.
And this is the part most people miss: the modern fixture schedule is a double-edged sword. While Everton benefits financially from televised games, the frequency of midweek matches is alienating a significant portion of their fanbase. One season-ticket holder from the south of England lamented on social media that they expect to miss nearly half of the home games this season due to inconvenient scheduling. This isn’t an isolated case; the club acknowledges the issue, which is hardly unique to Everton. However, in their inaugural season at the new stadium, the scheduling has been particularly unforgiving, with five consecutive Premier League home games on weeknights. The last Saturday 3pm kickoff, a traditional staple of English football, was back in December against Nottingham Forest – also the date of their last home win.
The impact of this scheduling extends beyond frustrated fans. Children, elderly supporters, and those traveling from afar are disproportionately affected. Local businesses, like the new bars opposite the stadium, had anticipated bustling weekend trade, only to be met with quieter nights. At least the improved street lighting along Regent Road offers some solace for the many night-time walks to and from the ground. Local authorities have also upgraded access at Sandhills train station, but these improvements feel like a band-aid on a deeper wound.
Everton is actively seeking feedback through “experience surveys” after each home game, and the results are telling. While the stadium itself receives glowing reviews – hardly surprising given its £800m price tag and status as one of Europe’s finest venues – the main criticism centers on the transport infrastructure. The dockland location, while aesthetically appealing, limits access to one side, and the surge in night-time matches has exacerbated traffic congestion for residents, businesses, and fans alike. Is the trade-off worth it?
But here’s where it gets controversial: the stadium’s riverside location, despite its logistical challenges, is a key part of its allure. It has unlocked lucrative sponsorship deals with global brands like Pepsi and Budweiser, marking a significant commercial leap for the club. Andrew Middleton, Everton’s president of business operations, touts this as a catalyst for their strongest annual commercial performance to date. The stadium is also becoming a sought-after venue for non-football events, from rugby league’s Magic Weekend to international rugby union matches and even World Cup qualifiers for the Lionesses. This diversification is transforming the club’s finances, but at what cost to the traditional matchday experience?
The operational success of the move has even attracted delegations from clubs across Europe and South America, seeking insights into navigating their own stadium transitions. Yet, as David Moyes reflects, leaving behind an iconic venue like Goodison Park is no small feat. The intimacy of the old ground – the narrow tunnel, the proximity of the crowd – is a stark contrast to the more expansive, almost clinical atmosphere of the new stadium. Is it possible to replicate that sense of home in a modern, multi-purpose arena?
Moyes believes the team’s performances are better this year, but the Hill Dickinson Stadium has yet to become the fortress Everton craves. So, we ask you: can a stadium ever truly feel like home if it prioritizes commercial success over traditional matchday experiences? Share your thoughts in the comments – we want to hear from you!
