Everton Fans Grapple with Night-Time Fixtures at New Hill Dickinson Stadium
Everton supporters arriving for evening matches at Hill Dickinson Stadium have encountered a recurring issue this season, as the club's schedule has been dominated by night-time kick-offs. This pattern has left many fans, including those from distant regions, struggling to attend games, hindering their ability to connect with the new venue.
Frustration Over Fixture Times and Adaptation Challenges
Manager David Moyes has offered insights into why Everton have not yet felt fully at home at Hill Dickinson Stadium, beyond the natural adjustment period after 133 years at Goodison Park. While victories would aid this transition, the team has secured only five wins in 16 matches at the new ground. Supporters establishing new matchday routines could also help, but for many, this has proven nearly impossible due to the fixture schedule.
One season-ticket holder based in southern England recently highlighted on social media that they expect to miss seven or eight home games this season because of modern scheduling demands. Everton acknowledge this is not an isolated case, with the problem extending beyond the club, though it is exacerbated in their inaugural campaign at the new stadium. The club benefits financially from televised games, but the schedule has been peculiar and detrimental to fan adaptation.
Burnley's visit on Tuesday evening marks the fifth consecutive Premier League home game staged on a weeknight. Everton last played a weekend home league match on 4 January, with their most recent Saturday 3pm kick-off occurring on 6 December against Nottingham Forest, which was also their last home win in any competition. If upcoming fixtures against Liverpool and Manchester City are moved for television, as expected, Everton's first season at Hill Dickinson Stadium will feature as many Monday 8pm starts as Saturday 3pm kick-offs—three each.
Impact on Attendance and Local Infrastructure
This schedule discourages attendance from children, elderly supporters, and fans living further away. Local businesses, such as new bars opposite the stadium, have also seen reduced weekend trade. However, modest improvements have been made, including enhanced street lighting along Regent Road and better access at Sandhills train station, facilitated by local authorities.
Everton are conducting "experience surveys" after each home game, with feedback largely positive about the stadium itself, reflecting its £800 million cost and status as one of Europe's finest venues. Changes implemented based on this feedback include hiring more staff, installing additional kiosks to reduce queues for food and drink, and improving vehicle access for disabled supporters. Everton now have the second-highest number of disabled parking bays in the Premier League, behind only Manchester City. Complaints about men's toilet queues in the South Stand remain, but overall, the stadium's facilities are praised.
Transport Issues and Commercial Opportunities
The primary criticism from surveys and Fan Advisory Board meetings centres on transport infrastructure around Hill Dickinson Stadium. Located on a dockland site with access from only one side, traffic congestion has worsened due to night-time matches, affecting local residents, businesses, and fans. Workers leaving Liverpool city centre often encounter road closures, adding to the disruption.
Despite these challenges, the riverside location near the city centre is a key part of the stadium's appeal and has driven commercial growth. Sponsorship deals with global brands like Pepsi and Budweiser represent a significant advancement for Everton, with Andrew Middleton, the club's first president of business operations, noting that the move has been a vital catalyst for their strongest annual commercial performance to date. The club is exploring further opportunities, such as events utilising the hydraulic tower and enhancements to the Budweiser Plaza and premium areas.
Stadium's Growing Profile and Future Prospects
Commercial opportunities are rapidly expanding, boosting both revenue and the stadium's profile. Following the success of a rugby league Ashes Test in November, Hill Dickinson Stadium will host the Super League's Magic Weekend in July and a Nations Championship rugby union match between Fiji and England the following week. Additional events include a World Cup warm-up for Scotland against Côte d'Ivoire in March and a Lionesses World Cup qualifier against Ukraine in June, as part of preparations for Euro 2028.
The operational success of Everton's relocation has attracted visits from clubs in the Premier League, Championship, Bundesliga, and South America, including Milan, who are considering their own stadium moves. Moyes reflects on the differences from Goodison Park, noting the new stadium's larger feel and improved team performance, though it has yet to become the fortress Everton desire. As fans and the club navigate this transition, the balance between commercial gains and fan experience remains a focal point.
