Arsenal Football Club
Our Brief
To create the right community and political environment for the successful approval of Arsenal's planning application for a new stadium.
Added Challenges
Arsenal FC had played at Highbury for 87 years and many fans were attached to the old stadium. A consortium of 16 local residents' and environmental groups set up to oppose the new stadium, and an environment of highly sceptical local, regional and national politicians and press - made this a highly emotive and controversial issue.
Our Approach:
Organised a comprehensive public consultation programme that:
- delivered five regular newsletters to over 25,000 residents
- organised two public exhibitions at Highbury Stadium
- made the development proposals available to the public on the Club's website and produced the plans in CD format
- attended meetings organised by local residents' associations and community groups
- produced two separate 15-minute information videos
- placed articles and letters in the local press every week
- participated fully in all the consultation activities organised by the Council to discuss the planning application
- liaised closely with local Ward Councillors, local MPs and the Mayor of London's advisers
- ensured that Arsenal supporters in Parliament (MPs and Lords) and in Downing Street were kept in touch with developments and issues
Impact
Coverage of the project was extensive. The local press took an ultimately supportive interest in the project. National coverage was very positive and frequently went beyond the sports pages onto the news pages. The freepost card inviting comments from residents, on two separate occasions, resulted in over 70% support for the new stadium. Even those against the new stadium plans acknowledged that the consultation programme had been well organised and inclusive. Our political contact programme ensured that key decision makers were well briefed.
Outcome
12 months after submitting a planning application for the largest urban regeneration project in the borough, Islington Councillors voted 34-7 in favour of Arsenal's plans. The plans received final approval in February 2002 when the Secretary of State decided against holding a public inquiry.
The new Emirates Stadium was completed on time and on budget and hosted its first game in August 2006.
How Quatro Can Help You
Quatro brings together individuals with a wide range of specialist skills, hands-on experience and contacts – all gained within the property, planning and regeneration sector.
Our services include:
- Political and stakeholder audits
- Public consultation programmes
- Public affairs management
- Brand positioning and marketing
- Media relations
For more information, contact Paul Dimoldenberg on 020 7566 7960.
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