Everton senior customer relationship manager (CRM) Danny Harris has outlined the benefits the proposed new stadium will provide supporters.
The Toffees are set to build a new stadium at Bramley-Moore Dock and move out of their long-standing home at Goodison Park.
Harris admits that although Goodison has been a significant part of Everton’s proud history, the move to a new stadium will greatly benefit the club.
“The new stadium allows us to tie-in the CRM and event experience,” Harris told Forbes.
“There are ways we can use our data to improve a person’s matchday - if we know someone likes beer then we can give them a discount.
“More seats means more revenue and greater sponsorship potential. We’ve sold out our stadium for several years and as lovely as Goodison is and as popular as it is with fans, there is an understanding that there are benefits from moving to another ground.”
Everton have proudly built up a reputation as ‘The People’s Club’, and Harris has provided an insight into the charitable work that the club are doing to help the Liverpool community.
“I think we’re best community club in the league … we do a lot to help people in Liverpool and the wider area,” explains Harris.
“We have a good idea which campaigns are relevant to which groups. At smaller events we might not see fans travelling the whole country, they'd be tailored to local fans. We do events for our charity all year round and have activations to support that.
“For example, Andre Gomes is a popular player among fans so last year we hosted a ‘hugathon' where fans could pay to meet him and give him a hug. This sold out within minutes and was supported by all our channels.
“The main driver behind these charitable initiatives is that it’s the right thing to do. Our club CEO [Denise Barrett-Baxendale] was previously the chief executive of our [charitable foundation] Everton in the Community. It’s important to give back where we can.”
