Liverpool Football Club, Liverpool, England
Liverpool Football Club engaged CSL International to evaluate the market viability of premium seating and seat licenses in a new stadium to replace the historic Anfield, which was originally built in 1892. As part of the market demand study, CSL conducted focus group sessions, one-on-one interviews and email surveys with club supporters to determine the number and type of premium and corporate hospitality areas that could be supported in a new stadium. Further, CSL assisted in a seating transition plan that included the development of a priority program and seat license program. CSL also assisted Liverpool Football Club in the development of staffing plan and timeline for a seating sales campaign tied to the new stadium. The ownership group encountered financial difficulties due to the global economic crisis and ultimately sold the franchise. The new ownership group is exploring the merits of new stadium development versus a major renovation of the existing Anfield.