Golden facades and unanswered questions - what to make of redevelopment plans

Having purchased the stadium in March 2023, Swindon and the Joint Venture group have unveiled their plans for the first stage of the ground redevelopment, featuring a golden new exterior, a new bar, and corporate boxes. Architects Anderson and Prescott have been hired to plan the work, and they have released their plans in a new document for supporters to read ahead of a vote from TrustSTFC members to decide whether they will be able to proceed. This vote requires at least 75 per cent approval from the Trust membership, with over 50 per cent turnout for the group to vote for this to go through.

MORE ON THIS: How will Swindon Town pay to redevelop the County Ground? Everything to know on Swindon Town County Ground development TrustSTFC members will vote on County Ground developments Last week, impacted season ticket holders were sent a letter explaining the plans, and The Adver understands that around 850 current season ticket holders would be disrupted by this work, and it would see around 1,200 seats removed in the Don Rogers Stand. As yet, no financial plans have been disclosed about how, firstly, this would be paid for in the first instance and what impact this would have in the long-term to the club's revenue. The Adver has previously spoken to Nick Coote about the difficulties of financing stadium work, and with this project having, by contract, to cost at least £1 million, and the plans look like it would cost well in excess of that, a plan for all of this would need to be seen to understand the practicality of it.



The plans themselves are very eye-catching, especially the Magic Roundabout-inspired golden façade of the Don Rogers Stand, which would not look out of place on a palace. The new layout of the Don Rogers Stand (Image: Anderson and Prescott) This will also see a new reception building, which will be used for all supporters and hospitality guests, and will also house a new café bar area that will have an outside area as well. This is in addition to many improved supporter facilities in the concourse, like toilets and catering.

The hospitality facilities make use of the existing space, and the boxes facing the pitch do not take up the amount of space which was initially feared by the letters sent to season ticket holders last week. Overall, these plans appear, at face value, to be a positive for everyone involved. The club has long under-utilised the space around the ground, with fans going elsewhere pre-match, and this could help correct that issue.

I remember visiting Carlisle United and being very impressed by the number of fans they managed to attract well ahead of kick-off by giving them something to want to visit. This looks to have some solution for that issue and provides a much-improved experience when you get inside the ground. The corporate facilities are a massive upgrade on what currently exists at the ground, and if they can help with the non-matchday revenue, then it is right that they have been the priority.

The boxes also do not look as intrusive as they could have been. The plans show a well-executed vision of what has needed to be done. But the big question that has been my main concern is still unanswered, and I hope to be able to find out more about it during this consultation, and that is the financing.

The club lost more than £1 million last year, and attendances have only dropped this season. All of the excellent designs and solid plans mean very little if you do not have the ability to realise them. There will be a plan, but supporters need to see its viability before they can truly give this the green light.

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