A rumour circulated last month that the Friedkin Group, potential new owners of Everton Football Club, are already eyeing up land around the new Bramley-Moore Stadium as they complete their purchase of the club.
The Nelson Dock area lies to the south of Bramley-Moore and is the next dock site on the way in to Liverpool city centre. Currently derelict, it sits next to the Victoria Clock tower and lies at the heart of Peel Group’s £5.5bn plans to regenerate the entire length of the northern docklands in the city.
But why would a football club owner be interested in buying land whose current planning applications have earmarked for a residential neighbourhood? The Friedkin Group are not landlords, instead making their millions in owning Gulf Toyota, other car companies and film studios.
The answer is simple. Peel have already done the hard work in gaining planning permission for the area in what was once a World Heritage Site and the area is ready for redevelopment. It also has two key strengths that would appeal to any owner of the football club.
While Nelson Dock is going to be primarily homes, it also has space and approval for a large hotel, a number of restaurants and bars, and even a floating sports facility in the centre of the dock. Everton’s original application highlighted how Bramley-Moore will have year-round community use, plus 52,000 arriving on match days, meaning any facilities around the stadium will be a huge money-spinner.
The second reason is because Nelson Dock is a key area linking Bramley-Moore Stadium to the city centre. Fans can stumble out of the popular Ten Streets Social venue and into Nelson Dock area, which is then a short walk to the stadium itself. It links the stadium to the redeveloped Tobacco Warehouse, the high-end Titanic Hotel and other major local development. It’s the pathway to Everton’s new stadium and who better to own it than Everton’s new owners?
According to Peel’s planning application: “Nelson Dock will feel active on its edges, exposed to the vibrant Ten Streets, football fans and the microclimate of the estuary. However within, Nelson Dock will provided a protected, enclosed and neighbourly environment. Always in the shadow of City landmarks, but not overpowered by them.”
The application also reveals the jewel in the crown of the Nelson Dock – a major hotel and leisure venue. This is an area the Friedkins do have experience in. They own the luxury hotel brand Auberge Resorts so they know a little about the industry.
It says: “Local needs retail and a community hub will be provided, animating the three public spaces. A hotel with potential for leisure/ conference offer is anticipated to the north-east to interface with Stadium. Water space Access into Nelson Dock for a varied range of sport and leisure water based activities is expected, including the potential for multi-use games area.”
The application says bars and restaurants will enliven the three squares of Nelson Dock’s residential area. It says: “Local needs retail in additional to smaller scale restaurant and bar uses are expected to front and animate the three public spaces which align to the three strategic north/ south routes through the plan. These connections provide an alternative route to the Stadium which retail uses will benefit from on matchdays and event days.”
Importantly for Evertonians, everything in the Nelson Dock will be designed with the stadium and other landmarks in mind. Building heights have been limited to ensure Bramley-Moore is the defining feature of the area, with sightlines throughout Nelson Dock providing views of the stadium itself.
Nelson Dock and Bramley-Moore will become an Everton City. An entire prime real estate area of the city dedicated entirely to the city’s oldest top flight football club. It will be a vibrant, pleasant area with facilities for match going fans – and those facilities will be delivering into the coffers of the club itself.
Opportunities for football club owners to buy significant pieces of land near football stadiums are rare. To buy them on heritage sites so near to a city centre is almost unheard of. Buying Nelson Dock is a no-brainer for the Friedkins so it would be no surprise to see the rumours coming true if and when the takeover happens.