Everton's 'Experience ALL' showroom nominated for Football Business Award

Everton’s cutting-edge ‘Experience ALL’ Showroom has been nominated for an award at the 2024 Football Business Awards.

Situated on the ninth floor of the iconic Royal Liver Building in Liverpool city centre, the facility merges augmented reality with physical and sensory features to showcase the ALL membership offerings at Everton Stadium, which offer a reset of traditional football hospitality.

The showroom, designed in partnership with Forward Associates, has been acknowledged by being shortlisted for the Football Technology Award at a glittering ceremony that will take place in London later this year.

The ‘Experience ALL’ showroom is by appointment only and guides guests through the journey to Everton Stadium, evoking memories of the past, before immersing them into digital and physical elements of the Club’s future home by showcasing the wide variety of bars, restaurants and experiences on offer.

Highlights include a carefully-curated wall of fan memories, an intimate cinema-featuring a fly-through of the finished stadium, a first-of-its-kind digitised model that ‘peels back’ layers of the stadium to reveal the ALL spaces and their locations, and virtual reality workshop that places fans in their chosen ALL membership seat, within a spectacular, cutting-edge, 3D representation of the bowl.

The ‘Experience ALL’ Showroom is currently programmed to showcase ALL Bar memberships, representing the fourth and final phase of seasonal memberships across Village Street and Trinity Place Bar.

Vicky Jaycock, Head of Premium Sales at Everton FC, said:

‘The demand for ALL memberships has been unprecedented, which demonstrates the appetite for a great value, authentic membership that celebrates the rituals fans love about matchdays.

“The digital tools within the showroom present a unique way of bringing these spaces to life.”

Roy Westwood, CEO of Forward Associates, added:

“When asked to design the ‘ALL Experience’ showroom, we wanted to break the mould.

“Rather than a static sales suite, we wanted to harness the power of technology and storytelling to create the anticipation for fans to see inside the various new experiences.

“Working in collaboration with the Everton sales team and 3D Venue, we feel the All Showroom really brings Everton’s new home to life.”

The 2024 Football Business Awards take place on Friday, 24 May.