Everton will keep bars at Bramley Moore Stadium open until 11pm on match days as the club plans to maximise the time fans spend in the stadium.
A licence application has been submitted to Liverpool City Council to operate an alcohol licence inside the stadium and outside in the ‘Fan Plaza’ until 11pm on match days with fans only being asked to leave the fan zone at 11.30pm.
The club has also asked for a licence to serve late night refreshment inside the stadium until as late as 3pm, with live music allowed until 1am and recorded music until 3am in the stadium’s bars and suites.
The move comes as Everton prepares for the first of two test events at the 52,888-capacity Bramley Moore Stadium. The first will see 10,000 fans attend an u18s friendly against Wigan Athletic u18s on 17 February and the second is liekly to take place in March with 20,000 fans in attendance.
The application says the stadium and external fan plaza will be open from 6am with alcohol allowed to be served from 9am, meaning fans will be able to have an alcoholic drink before early games at the new stadium.
Like many new stadiums, Everton will be hoping to attract fans into the stadium before matches and keep them there longer after matches in order to maximise revenue. With new concourses overlooking the city centre and the fan plaza, as well as large hospitality sections overlooking the River Mersey in the West Stand, there will be plenty of opportunities for fans to enjoy the stadium before and after the match itself.
Fans who attend the Fan Plaza will be able to choose from a number of different food and drink providers and fans can expect a mix of local businesses and international brands. Everton has secured a deal with Aramark to deliver the stadium food and drink experience and it includes checkout-less ‘walk out’ stores and online ordering with food collection points.
According to Aramark: “Development of The Plaza – an accessible 30,000m sq. space at the eastern entrance to the stadium footprint – will showcase a wide range of specially curated food and drink concepts.
“Alongside pre-match entertainment and activities, Aramark will work alongside the Club to design food and drink offerings that will be flexible and on-trend, seasonally adapting to the needs of Evertonians and visitors, as well as any events taking place throughout the year.”
Outside the stadium and fan plaza Evertonians will also be spoilt for choice by the new pubs of Bramley Moore Stadium which include the historic Bramley Moore and new additions including The Bluehouse, The Terrace, St Domingo’s and Murphy’s Distillery.