Crystal Palace Football Club: Gaining widespread expansion support

SITUATION
Snapdragon at PLMR was appointed by Crystal Palace Football Club to undertake a programme of extensive community and political engagement in support of their planning application to modernise and expand the Main Stand at their Selhurst Park Stadium.

Work on the project commenced in November 2017 as the Club were ready to announce their plans to their wide network of supporters, their neighbours and the Council. As expected, the launch of the project received intense national media attention, and ensuring the correct messages were disseminated to key stakeholders in particular was crucial.

SOLUTION
Ahead of the public exhibition, the team hosted an online consultation as well as a specific open evening for councillors to introduce the proposals in more detail. The public exhibition was attended by several hundred local residents, fans and community groups and featured a large 3D model of the proposals as well as virtual reality headsets enabling attendees to immerse themselves within the vibrant atmosphere of the new Main Stand.

Once the application had been submitted, the team organised meetings for ward councillors and local neighbours to visit Selhurst Park to understand the need for expansion and to discuss key issues around the development, namely match day impacts, parking and the purchase of homes nest to the stadium. In the months prior to committee, Snapdragon at PLMR put together key briefings and materials for Croydon Councillors to provide further information on these issues as well as the solutions being put forward by the Club.

SUCCESS
Almost 4,500 people took the opportunity to support the scheme and the positive work with the local community throughout the consultation was appreciated by ward members, who thanked the project team when addressing the committee, for the Club’s commitment to their neighbours. The scheme was approved unanimously by members of Croydon Council’s Planning Committee in April 2018, who when making their decision, highlighted the Club’s work with local communities, as well as their collaborative approach to discussions with both Council officers and members.

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