DAWNVALE GROUP HOSP ITALITY FIT-OUT
STADIUM & ARENA PORTFOLIO
WHO WE ARE At Dawnvale, we take your idea for a new hospitality venue and make it a reality. With over 35 years of specialist experience, our in-house team delivers every stage of the project with skill, precision, and care. We’re a trusted partner to some of the UK’s leading operators, offering a streamlined, single-point-of-contact approach that removes the need for you to deal with multiple contractors, saving you time, money, and stress.
- Whatever your space, we’ll make it work.
OUR SERVICES FIT-OUT We take your project from concept to completion, always delivered on time. Design and planning, project management, build, and handover, we manage every stage with care and precision, with a dedicated client manager keeping you informed every step of the way. BAR DESIGN + INSTALL Our team design, manufacture and install beautiful bespoke commercial bars, taking into account style, fixtures and operational layout to craft an innovative solution to suit your business and clientèle perfectly. COMMERCIAL KITCHENS Each kitchen is unique. We design and install commercial, low-energy, and theatre kitchens, combining state-of-the-art equipment with expertly planned layouts to suit even the busiest venues. CONTRACT FURNITURE The right furniture can transform any space, from a bustling family restaurant to an intimate boutique lounge. We design, supply, fabricate and finish contract furniture that’s perfect for any scheme. SERVICE + MAINTENANCE Recognising the uniqueness of each venue, we offer a comprehensive selection of pre-planned maintenance packages (PPM) tailored to accommodate your facilities requirements.
MANCHESTER CITY F.C. ETIHAD STADIUM
One of our longest-running clients, we’ve spent over a decade on an incredible journey alongside one of the best clubs in the world, helping them set the benchmark for stadium hospitality and matchday revenue. Inside the stadium, we’ve delivered four of their main flagship hospitality suites, most being completed in Fast-track time scales with one completed in an astounding fourweek window. We’ve also extended and upgraded multiple other suites to elevate the matchday experience and maximize yield, all completed mid-season without a single disruption to operations.
From large-scale hospitality spaces to bespoke facilities, our projects in the Etihad stadium span a wide range of sizes, types and styles. • • • • •
The Ardwick M-Gate Managers Corner Kits The Tunnel Club Extension
• The Chairmans Club Extension
• • • • • • •
Kiosk Upgrades X 13 City Store Control Room Etihad Airway Vip Suite Etihad Vip Box Vip Boxes 57 Vip Boxes 58
THE ARDWICK Lots of fans love heading to the pub before a match, so the club put one in the stadium. What makes it even more impressive is we built directly in an underused concourse space, in just six weeks. Transforming a space generating zero revenue into a hospitality suite that adds 74 extra covers at an average £250 per match.
74
NEW COVERS
6
WEEK BUILD TIME
£250
AVG TICKET PER GAME
MANAGERS CORNER As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £350 per head.
68
NEW COVERS
6
WEEK BUILD TIME
£350 AVG TICKET PER GAME
ETIHAD AIRWAYS VIP BOX Etihad Airways are known for luxury hospitality, so no corner was cut when transforming their VIP suite. A 12-seater dining table, comfortable lounge, spacious kitchen and bespoke wardrobes create a premium hospitality space that feels every bit the VIP box.
??
NEW COVERS
3
WEEK BUILD TIME
14
COVER VIP BOX
MANAGERS CORNER As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £200 per head.
12
NEW COVERS
2
WEEK MID SEASON BUILD TIME
£645 AVG TICKET PER GAME
MANCHESTER CITY F.C. TRAINING CAMPUS
Far beyond matchday, we’re trusted inside their world-class training grounds, building the behind-thescenes facilities that power one of the best clubs in the world. We’ve built and improved key kitchen facilities across the entire campus, creating high-performance spaces that fuel some of the best players on the planet. We’ve completed multiple projects across the site, including full fit-outs for their refectory areas and the complete interior build for the new Women’s First Team facility. That level of trust inside the heart of their performance environment proves what we deliver when standards are non-negotiable. When you partner with us, you get the team trusted by the very best in global sport.
The MCFC campus projects are built differently, as they don’t deliver the same ROI as the stadium projects. But every space we deliver contributes to the staff and team achieving their goals, so we make sure our work is up to their world class standard.
• Media Reception • Hq Reception • Hq Reception Offices • First Team Refectory
• • • •
Scolars Refectory Womens First Team Refectory Hq Toilet Areas First Team Kitchen Extension
WOMEN’S FIRST TEAM REFECTORY With years of delivering and perfecting high-quality commercial kitchens for the club, when it came to building their new Women’s First Team facility, City, they entrusted us to design and install the new players’ refectory, ensuring the squad received an uncompromised, top-tier standard.
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WHAT TO PUT HERE
6
WEEK BUILD TIME
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WHAT TO PUT HERE
HQ RECEPTION As the primary entry point for players, executives, and VIPs, the HQ reception defines the club’s first impression. City relied on our expertise to deliver a premium space that immediately reflects the prestige and standards of the club.
3
NEW OFFICES
3
WEEK BUILD TIME
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WHAT TO PUT HERE
ACCRINGTON STANLEY NEW STAND HOSPITALITY SUITES
When the club built their brand-new stand, Dawnvale was appointed to fit out four brand-new hospitality spaces. To complement these upgraded areas, we also installed a state-of-the-art commercial kitchen, expanding food service capabilities to match the elevated hospitality menus. The flagship 1968 Lounge hosts over 140 fans with custom oak bars, while behind Crittall doors, The Snug acts as a standalone, glass-fronted VIP suite with pitch views and waiter service. Both feature flexible layouts and local NORI brickwork. Coley’s supporters bar caters to 300+ fans with fast-service stations and a 185-inch screen. Completing the project, the Chairman’s Lounge provides executive pitch-view dining and self-serve bars, giving the venue flexible matchday and community assets.
Stadium hospitality doesn’t have to be a matchday-only investment. With the right layout and flexibility, clubs of any size can create Premier League-level spaces built for 365-day use, generating revenue from conferences, events, meetings and private hire throughout the week.
• The 1968 Lounge • Coley’s Sports Bar • The Snug
• The Chairmans Vip Box • Central Kitchen • Hospitality Facilities
THE 1968 LOUNGE This new hospitality space delivers a premium dining experience while increasing supporter dwell time on matchdays. Its versatile layout also allows the club to generate revenue beyond football, with the space suited to weddings, charity events, business functions and Christmas parties.
130 NEW COVERS
8
WEEK BUILD TIME
£70
AVG TICKET PER GAME
COLEY’S BAR Built to welcome hundreds of supporters before and after every game, the space combines a stylish industrial look with a hardwearing finish. Its versatile layout also makes it ideal for events beyond matchday, even hosting the Prime Minister during his visit to the North.
250+ NEW SPACES
4
DAYS PER WEEK OPEN AVERAGE
5
HOURS ADDED DWELL TIME
BIRMINGHAM CITY F.C. STADIUM RENNOVATION
When Tom Wagner took over Birmingham City Football Club, Dawnvale came on board to help establish a new era for the club. Our first project was delivered in just four weeks, transforming the reception and creating a new VIP suite to welcome guests to the club. As the club continued to grow, so did our involvement. The following year, we transformed key areas across St Andrew’s, delivering seven new hospitality suites alongside new offices, fan park facilities, storage areas and the facilities and access areas throughout the Kop Stand. Our relationship with the club continues today, with projects both large and small across the stadium. From the Chairman’s VIP Box and the transformation of every VIP box in the Kop Stand to refurbishing the boxes in the Main Stand, Dawnvale continues to help Birmingham City evolve its stadium and hospitality offering.
From executive boxes to large-scale hospitality suites, Dawnvale has transformed spaces across St Andrew’s to support the club’s ambitions.
• • • • • • •
Alliance Suite Box 2 Box City Suite Main Kitchen All Offices Fan Park F&B The Chairmans Vip Box
• • • • • • •
Kop Reception The Garrison The Sponsors Lounge The Jewel The 13 The Globe & Ball KOP stand vip boxes
THE JEWEL SUITE Originally the boardroom, this space was compartmentalized by multiple internal walls. By removing these, we opened up the footprint to maximize covers, stripped the room back to bare brick for a complete M&E upgrade, and extended the floor space to create six new private dining rooms.
60
ADDITIONAL COVERS
6
NEW MEETING ROOMS
£349 AVG TICKET PRICE
BOX 2 BOX Not part of the original brief, we discovered this space while searching for a keg room. After excavating over 200 tonnes of dirt, we set to work creating a vibrant GA bar, perfect for boosting dwell time, easing halftime rushes, and doubling as a versatile event space.
1
BRAND NEW HOSPITALITY SPACE
8
NEW SERVING STATIONS
500
PERSON CAPACITY
THE CHAIRMANS VIP BOX Tom Wagner’s personal VIP box required something beyond standard stadium hospitality. We combined two existing boxes to create one premium space, drawing on our expertise in luxury hospitality to create what was intended to be the best room in the stadium.
74
NEW COVERS
3
WEEK BUILD TIME
£250
AVG TICKET PER GAME
THE ALLIANCE As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £200 per head.
68
NEW COVERS
4
WEEK BUILD TIME
£200 AVG TICKET PER GAME
NEC BP PULSE LIVE PREMIUM HOSPITALITY REVAMP
Delivered as one fast-track project in 7 weeks, Dawnvale completed a full design and build fit-out across the NEC Arena. Partnering with Jump Studios, we transformed three hospitality venues alongside all connecting corridors, stairwells, and reception areas. We built three flagship spaces: Tempo Lounge, Showdeck, and 4/4 Lounge. The design turns underused areas into vibrant social hubs, with Showdeck giving premium ticket holders direct views into the arena bowl to enjoy food and drink during live events. Upgrading the staircases, reception, and corridors ensured the high-end look carried through every guest route. Delivered around live event schedules, our staff ensured a flawless, cohesive finish across the entire campus with zero disruption to operations.
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• Premium reception • The Tempo Lounge • The Show Deck
• The Four Four • Stairs & Hallways
THE TEMPO LOUNGE Lots of fans love heading to the pub before a match, so the club put one in the stadium. What makes it even more impressive is we built directly in an underused concourse space, in just six weeks. Transforming a space generating zero revenue into a hospitality suite that adds 74 extra covers at an average £250 per match.
74
NEW COVERS
8
WEEK BUILD TIME
£250
AVG TICKET PER GAME
THE FOUR FOUR LOUNGE As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £200 per head.
68
NEW COVERS
8
WEEK BUILD TIME
£200 AVG TICKET PER GAME
UTILITA ARENA PREMIUM HOSPITALITY REVAMP
As part of the NEC’s multi-stage upgrade across the Utilita and BP Pulse Arenas, Dawnvale delivered the full transformation of four major hospitality venues—The Frequency Deck, Remaster Deck, Electric Lounge, and Acoustic Lounge—all as one unified project. Working with Jump Studios, we reimagined underused areas into premier destinations. From bespoke bars and private dining to luxury seating with direct arena bowl views, each space was crafted to elevate the guest experience and maximize dwell time. The project also included complete overhauls of connecting corridors, stairwells, the premium reception area, and a VIP box. Delivered in just 12 weeks alongside additional suites across both sites, our staff ensured a flawless, high-end finish.
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• Premium Reception • Acoustic Lounge • Electric Lounge • Frequency Deck
• • • •
Remaster Lounge Vip Box 7 Kitchen Area Corridors And Stairs
THE ELECTRIC LOUNGE Lots of fans love heading to the pub before a match, so the club put one in the stadium. What makes it even more impressive is we built directly in an underused concourse space, in just six weeks. Transforming a space generating zero revenue into a hospitality suite that adds 74 extra covers at an average £250 per match.
74
NEW COVERS
6
WEEK BUILD TIME
£250
AVG TICKET PER GAME
THE ACOUSTIC LOUNGE As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £200 per head.
68
NEW COVERS
4
WEEK BUILD TIME
£200 AVG TICKET PER GAME
MANCHESTER CITY F.C. NORTH STAND NEW BUILD
The North Stand was a major, earlystage project where Dawnvale consulted on kitchen design before winning the tender to fit out all hospitality spaces. Despite navigating complex site challenges and tight contractor timelines, our teams delivered seamlessly. In total, we completed 55 distinct, high-spec hospitality suites across the new stand. Each room was designed and fitted to a premium standard, dramatically boosting matchday revenue potential and elevating the club’s guest hosting capabilities. Working closely alongside main contractor Sisk, our staff stayed flexible and proactive throughout. Thanks to hard work and straightforward project management, we delivered all 55 suites on schedule, creating a premier matchday destination.
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• • • • • •
Zadies City Hall Cross Bar Sky Walk Vip Suite Main Concourse
• • • • •
Raddison Hotel Reception Raddison Hotel Bar Fan Zone Area 1 Fan Zone Area2 Fan Zone Area3
MEDLOCK SQUARE Originally the boardroom, this space was compartmentalized by multiple internal walls. By removing these, we opened up the footprint to maximize covers, stripped the room back to bare brick for a complete M&E upgrade, and extended the floor space to create six new private dining rooms.
8
NEW HOSPITALITY SPACES
7
DAYS PER WEEK ACCESS
3000 PERSON CAPACITY
CITY HALL A brand-new hospitality suite directly adjacent to the buzz of Medlock Square. Designed as a high-energy matchday destination, this spacious venue features flexible furniture that allows it to seamlessly transition into a standalone event space or integrate with the outdoor terrace.
150
NEW HOSPITALITY SPACES
7
DAYS PER WEEK ACCESS
1000 PERSON CAPACITY
ZADIES Lots of fans love heading to the pub before a match, so the club put one in the stadium. What makes it even more impressive is we built directly in an underused concourse space, in just six weeks. Transforming a space generating zero revenue into a hospitality suite that adds 74 extra covers at an average £250 per match.
74
NEW COVERS
6
WEEK BUILD TIME
£250
AVG TICKET PER GAME
HOTEL BAR As experts in making every square foot generate revenue, we turned a back-of-house storage room and a bit of concourse into a premium matchday space. The Manager’s Corner transformed dead space into 68 high-end covers at an average of £200 per head.
68
NEW COVERS
4
WEEK BUILD TIME
£200 AVG TICKET PER GAME
CO-OP LIVE ARENA FRICTIONLESS KIOSK
As the UK’s largest music venue, Coop Live appointed Dawnvale just seven months after launch to build Europe’s first dual-technology frictionless kiosk. Sitting opposite Medlock Square, the setup optimizes fan experience and boosts matchday and event flow. Combining AiFi’s computer vision with Boxbar’s self-dispensing drinks wall, guests scan a card, grab hot food, pour drinks, and walk out. Dawnvale built the full infrastructure, installing speed gates, utility routes, and adapted kiosk housing. By replacing traditional taps with automated dispensers, the layout quadruples pour capacity and eliminates concourse congestion. This zero-queue design accelerates transaction velocity, slashing wait times while maximizing overall venue return on investment.
BURTON ALBION FANZONE
As part of Burton Albion’s stadium upgrades at the Pirelli Stadium, Dawnvale was appointed to design and build a permanent, purposebuilt fan zone replacing temporary food units. The new facility offers supporters a dedicated space for pre-match food, drink, and live entertainment. The project delivers a long-term, revenue-generating asset that transforms matchday fan engagement while providing a flexible space for non-matchday events. Working closely with the club and consultants, our team ensured a high-quality, practical hospitality environment. Just before Christmas, our team attended a networking event hosted inside the new fan zone. It was a great opportunity to see the space bustling in full use, catch up with industry colleagues, and celebrate the project’s success.
LANCASHIRE CRICKET HILTON GARDEN INN LOUNGE
While we’ve attended many events and matchdays at Lancashire Cricket Club over the years, this project marks our first official work at the ground— another iconic stadium to add to our ever-growing portfolio. Driven by ongoing investment into guest hospitality and open-air event spaces, the venue is constantly evolving. Our team is proud to contribute to that journey as we begin refurbishing the Hilton Garden Inn Emirates Old Trafford. With works now underway, we look forward to sharing progress updates as the project develops.
MANCHESTER UNITED 20 X IN-SEASON KIOSK REFURBISHMENTS
As part of our ongoing work at Old Trafford, Dawnvale was tasked with refurbishing the fronts and upgrading the internal layouts of Manchester United’s concourse kiosks to significantly boost operational efficiency and speed up matchday service. Rather than waiting for the offseason, we proposed a phased liveenvironment delivery—upgrading 1 to 2 kiosks at a time between home fixtures with zero downtime, ensuring every unit was fully operational before the next kickoff. Over a 12-week period, our teams successfully upgraded 20 concourse kiosks. This rolling delivery enabled the club to start generating increased food and drink revenue a full eight months ahead of their original planned schedule.
AO ARENA SELF SERVE BEER WALL
Partnering with Boxbar, Dawnvale was brought in by the AO Arena to build a custom self-serve beer wall. We constructed a seamless stud wall with easy back-of-house keg access, ensuring swift maintenance and utility integration for six automated pour terminals. Self-serve technology revolutionizes stadium bars by slashing queue times by 74% and delivering up to 240 drinks per hour per station. By streamlining operations and reducing staffing overheads, venues can increase average spend while keeping matchday crowds moving. Eliminating bulky traditional bars reclaims valuable concourse footprint, vastly increasing guest capacity. As proven at Birmingham City, replacing standard taps with self-serve walls transforms underused areas into highvolume social hubs that drive higher venue revenue.
We hope this book gives you a genuine insight into our expertise in delivering high-impact, top-quality stadium hospitality fit-outs. That expertise wasn’t built overnight, it was crafted over 30 years of designing and fitting out premier bars, restaurants, and leisure venues across the UK. We know what it takes to blend seamless, high-volume operational speed with an unforgettable guest experience. If you have an upcoming project or just want to explore some initial ideas, we’d love to hear from you. Get in touch with our team today for a chat.
Denise Jones - Sales manager 07714136672
Call us 0161 684 7879 Email us sales@Dawnvale.com