Ahead of Everton’s first home game at the Hill Dickinson stadium, the Liverpool ECHO looks at the history of the ‘Destination Kirkby’ project and the stadium that never was
Next month, Everton Football Club will embark on an exciting new era at the Hill Dickinson stadium as fans eagerly await the club’s first Premier League home game against Brighton & Hove Albion on August 24. However, back in 2006 the future of the club looked very different as Everton’s then-hierarchy submitted plans to leave Goodison Park and set up camp in Kirkby.
As Everton fans look forward to a new chapter in the club’s illustrious history, the Liverpool ECHO examines the chapter which was never fully written and explores the period between 2006-2009 which profoundly impacted both the club and Kirkby town centre.
Remembering the period leading up to the announcement of the Kirkby stadium plan, lifelong Evertonian and Keep Everton In Our City (KEIOC) campaigner, Dave Kelly said: “When it first came about, the feeling amongst fans was one of shock and surprise.
“To put it all into context, you’ve got to look at the previous proposals for a new stadium, ironically enough, on the river in the King’s Dock. Those plans certainly seemed far more iconic and far more ambitious than what was suggested for Kirkby.
“As a consequence of the King’s Dock not happening, the club looked at Kirkby as an option. The plans were pretty bland, run of the mill – dare I say a Championship level stadium – and was a major disappointment.
“From my own personal view, I’ve lived in Kirkby all my life so it would certainly have made things a lot easier for me! But it was just the wrong stadium in the wrong place at the wrong time.”
Between the years 2006 when plans for Everton’s new stadium in Kirkby were submitted, 2007 when nearly 60% of Everton fans voted to back that proposal and 2009 when the project collapsed, Everton finished in the top six on two occasions. These positions were preceded by a fourth place finish in 2005 and followed by a fifth place finish in 2009 and was the club most successful period during the Premier League era.
Alongside this was the explosion in revenues from the Premier League’s UK TV deals which increased by more than 70% between 2004 to 2010. In 2009 Everton posted a record turnover of £79.7m yet still suffered an overall operating loss of £6.7m – these figures were published less than a week after the government’s rejection of the proposed Kirkby move.
The financial rationale behind Everton’s potential move away from Goodison Park, was primarily driven by the desire to significantly increase matchday revenues and unlock wider regeneration opportunities. Goodison Park was seen as limiting in terms of revenue generation compared to other Premier League clubs, and a larger stadium was seen as a catalyst for attracting investment and boosting the club’s finances.
The new stadium plan was eventually rejected by central government in November 2009 after it was subject to a Public Inquiry in December 2008. Commenting on the reaction to the failed proposals for Kirkby, host of the Liverpool ECHO’s Royal Blue podcast, Ian Croll said: “It was a difficult time as fans were divided.
“Some felt the move could help improve our financial strength, but it’s fair to say there was a sense of relief when the plans were shelved.
“I remember hearing the news when it was announced during an away game against Hull which we lost 3-2. When the announcement was made that we were staying at Goodison Park, there was a loud cheer and a real sense of relief. It’s fair to say the result didn’t matter that day because we all went home very happy.”
The stadium had a planned all-seated capacity of 50,401 – with a provision to be expanded to 60,000 – whilst the more expansive ‘Destination Kirkby’ regeneration proposals also included a Tesco superstore. It was the regeneration element which prompted Knowsley Council to back the plans, hoping it would kickstart some much-needed investment into Kirkby.
However, as confirmed by Cllr Tony Brennan, Cabinet Member for Regeneration and Economic Development, Everton’s stadium and Tesco’s plans in Kirkby were refused following a call-in from the Government due to the conflict with national shopping policies. This objection centred around the potential impact of a large supermarket on the town centre.
Another important point of context is the 2008 financial crisis which was used to usher in a prolonged period of ‘austerity’ and was thought to have severely impacted the UK’s building development sector. In hindsight, many fans like Dave Kelly believe the new stadium and Tesco superstore may never of been built even if the plans were approved.
Dave Kelly added: “I believe the only option Everton didn’t have was to do nothing and I was never opposed to us moving from Goodison Park. Many of the people in KEIOC wanted to redevelop Goodison, but I wasn’t particularly that bothered about whether we stayed or whether we went.
“As far as I was concerned, it was the thought of us leaving the iconic and historic Goodison Park and moving into a Championship-style stadium in Kirkby which was never gonna get off the ground.
“As for Keep Everton In Our City, we were just a group of match day Evertonians who took on the might of a Premier League football team, the biggest retailer in Europe and a local authority and took them to a public inquiry.
“It subsequently produced a report which fully vindicated everything we’d said and all the concerns that we’d raised.”
Neil Dunne is a lifelong Kirkby resident and attended numerous Kirkby Residents Action Group (KRAG) meetings during the late noughties and engaged in the several consultations around Kirkby’s regeneration. Neil remembers the ‘Destination Kirkby’ project with mixed feelings, he said: “At a very basic level the feeling was positive towards a supermarket coming to Kirkby.
“That mood shifted once it was linked to a new Everton stadium. I think when you look at what went on with the ‘Destination Kirkby’ debacle, the biggest single failure of the stadium proposal was the lack of infrastructure in the town.
“Once this became clear, there were real concerns about 50,000 people coming into the town every other week and clogging up the entrances and exits. The public transport and parking didn’t seem at all adequate as it would almost double the population of the town every time that Everton played.
“My blue mates were horrified at the prospect of the club ‘leaving’ the Liverpool boundaries and stationing it in Knowsley. This is what prompted the Keep Everton In Our City (KEIOC) campaign which went on to make the case against the plans.
“But in the fallout of the subsequent report, the designated land for the site seemed completely incapable of holding a stadium as it was going to be on top of the former landfill. It’s the same land we’ve been campaigning against building homes on top.”
Mr Dunne is referring to the Kirkby Residents Group (KRG) campaign organised by residents around Cherryfield Drive. The site has now been approved for 800 new homes by Barratt & David Wilson Homes.
There is significant opposition to the development which has escalated over the last 12 months. The KRG group have expressed concerns about the levels of toxins in the ground and are specifically worried about the potential disturbance of asbestos.
What the future holds for this piece of land is subject to numerous factors and involves competing interests, but what is clear is that plans to develop the site have never run smoothly.
In terms of Kirkby’s future and plans for the ongoing regeneration of the town, Knowsley Council said it is proud of the work they have achieved so far and that residents have plenty to look forward to.
Cllr Tony Brennan added: “Since the Council stepped in to purchase the town centre from private developers in 2019, it has delivered a 94,000 sq. ft retail development in the heart of the town centre, which includes a supermarket, and plans have been approved to progress with phase two of modern retail space which includes detailed discussions with Lidl.
“The multi-storey car park has been transformed into a sustainable travel hub. Furthermore, in-demand homes for retirement living will be delivered on St Chad’s Drive in the heart of the town centre.
“Kirkby has also secured £19.5m of funding from the Government’s Neighbourhood Plan fund which will be used to address the community’s key priorities over the next 10 years.”
As for Everton’s future, Dave said it is looking brighter now than it has for many years and he is looking forward to the start of the new season. He added: “I went to the new stadium for the test game game and I actually felt disloyal, I felt dirty and I felt like I cheated on the club!
“In all seriousness though, I have to say it is a magnificent place and it will eventually feel like home. I’ve got positive vibes with the new stadium and the new owners and hopefully we’ll have some new players walking through the doors very soon!”
