Aston Villa's latest FFP statement after £100m blueprint shelved
In 12 months’ time, Aston Villa plan to open a venue ready to rival the UK’s best entertainment spaces.
The Warehouse project was first put to supporters a couple of years ago as part of a wider Villa Park redevelopment plan. Phase one included the building of an entirely new North Stand which would have increased Villa Park’s capacity to 50,000.
That £100m plan was scrapped following the departure of Christian Purslow as chief executive and subsequent arrival of Chris Heck, who was appointed as the club's president of football operations last year. It would have allowed a greater proportion of the tens of thousands of supporters who are currently stuck on a waiting list to buy a season ticket. However, it would've meant Villa would play for two seasons without a North Stand, taking the capacity down to around 36,000.
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For different reasons, that wasn’t a project which Heck wanted to oversee himself. Villa are playing Champions League football this season and considering the prices of tickets for those games, clearly the club saw the chance to maximise gate revenue. Without fans behind the goal opposite the Holte End, the atmosphere would have also been impacted in what is the club's most exciting era for decades.
There are no plans to leave Villa Park under Heck, but he is committed to overseeing the redevelopment of the stadium, which started last summer. A new superstore at the back of the North Stand car park is one of the more impressive club shops in the country, while the capacity of Villa Park also increased, as did the hospitality offerings.
Next summer, the stadium’s capacity could increase to around 43,700 in total after 800 seats are added. Redeveloping Villa Park is key for the club to increase their revenue streams, which ultimately gives Unai Emery a better chance of keeping his side competitive at the top of English and European football.
The Warehouse, which is due to open Christmas 2025, is another sign that Villa’s owners V Sports are doing everything in their power to boost the club’s position regarding financial fair play. Of course, improving facilities and the matchday experience is a benefit for supporters, but generating money is the key reason why Villa are redeveloping the old academy building.
In announcing the regeneration project, the club said in a statement: “Over the past five years, Aston Villa has risen to become one of the highest-performing clubs in the world, enjoying the most prosperous period in its 150-year history. Over the last eighteen months Aston Villa has mirrored this success off the pitch, taking a deeply strategic approach to ensure Aston Villa’s continued rise, all in the face of Premier League-mandated financial regulations.
"Introducing this significant redevelopment project of the North Grounds generates additional revenue streams that allow the Club to comply with stringent Premier League regulations, while ultimately solidifying its position as a powerhouse capable of continually competing and winning at the highest level."
The new project includes the launch of The Warehouse, a new multi-use venue set to become a centrepiece of the matchday experience and a hub for year-round entertainment, along with a new ticketing office, improved plaza in the North Grounds, and expanded footprint of the club shop.
On a matchday The Warehouse will become the largest beer hall in the Premier League – a vibrant space to connect, enjoy a pint, and soak in pre-match excitement with state-of-the-art LED lights and flat-screen TVs. Access will be free for ticketed supporters on matchdays.
Outside of matchdays, Villa say The Warehouse will transform into the Midlands’ premier concert venue and event space. The 3,500-seater venue will host world-class performances, from live music and sporting events to community activities.
