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Guest Spotlight

#SBS24 Q&A: Everton’s Vicky Jaycock

Ahead of TheStadiumBusiness Summit 2024 in Manchester in June, Vicky Jaycock, Head of Premium Sales at Everton Stadium, lifts the lid on the hospitality offerings at the 52,888-capacity venue.

Everton recently revealed the fourth and final phase of its ‘ALL’ hospitality vision for the stadium, which will include the Village Street and Trinity Place Bar spaces. The three earlier phases of ‘ALL’ sold out ahead of schedule, and the final phase incorporates names that are associated with Everton’s history.

Jaycock is also on the Judging Panel for this year’s TheStadiumBusiness Awards, which will take place at Emirates Old Trafford on June 18.

TheStadiumBusiness: What’s exciting you in the stadium and events sector at present?

Vicky Jaycock: “It’s difficult to single out a current highlight, given the scale of excitement in shaping the revolutionary reset of traditional football hospitality at Everton Stadium. Our new stadium premium brand is called ‘ALL’. By its very name and nature, it’s designed to be inclusive and appeal to a wide range of fans.

“We’re seeing huge demand for spaces that honour and reflect our fans’ social lifestyles. At present, the ALL membership that demonstrates such appeal is known as ‘Village Street’ and offers fans a choice of four individual bars and authentic pubs, within one environment. This first-of-its-kind ‘streetscape’ will capture the spirit of our fans’ pre-match rituals and we’ve been delighted with the response so far.”

TSB: What’s in the pipeline for Everton Stadium in the next six to 12 months?

VJ: “We recently celebrated the ‘structurally complete’ milestone of our new waterfront stadium which will open at the start of the 25-26 football season. The journey we embarked upon to prepare the migration to our new home continues to gather pace across the next 12 months.

“As the development of internal ‘ALL’ areas gather pace, we can see the variety of bars, restaurants and experience environments take shape to mirror the CGIs that we developed for the successful off-plan seasonal sales campaign. With over 75% of ALL seasonal memberships sold out, we’re now preparing the occasional campaign which will offer unique experiences on a game-by-game basis.”

TSB: What are you most looking forward to about the Summit?

VJ: “The collaboration between peers across the stadium and major venues industry is exceptional and testifies to the commitment to develop and deliver innovation for the fan and guest experience. The Summit nurtures such insight and I’m looking forward to contributing to the conversation not only as a delegate, but a member of the Awards Judging Panel which recognises success across a range of categories.”

Join Vicky Jaycock – and hundreds of colleagues from the sector – at TheStadiumBusiness Summit 2024 in Manchester from June 17-19. Sign up here.