It turns out that in October planning permission was given to Walsall football club to build the biggest motorway sign in Europe on the back of a new stand which would be entirely paid for by the resulting advertising revenue given the signs location by the M6 with 200,000 vehicles passing by each day. While there are no official figures yet, the fact the sign will pay for a new stand the size of their current new stand speaks volumes. I have provided a link to an article, which suggests the 'Fort Dunlop' sign, earns £100,000 PER WEEK just a little down the M6 from the Bescot. It is suggested Walsall will struggle to earn this much due to their signs design (on aerial photos it looks a little far from the M6), but a figure rumoured from the signs planning is £250,000 per month, or £3million per year which the article understatedly suggests "would be exceptional for a club of our size and level".
Now, I can't find information for how many vehicles travel past Rotherham on the M1 each day, and it maybe isn't as high as 200,000, but they've just expanded a section nearby to 4 lanes, so we're looking at a reasonable number. So my search has focused on areas by the M1 which appear to be vacant, the only feasible area is Tinsley and given it's close proximity to Sheffield I had to do some careful investigation into the Sheffield/Rotherham boundary, which unfortunately ruled out one site (where the Cooling Towers presently stand), however I have found 2 locations which I think would be excellent. Below I have included 2 images, one showing an overview of the area, the other a closer look at the sites in question.
I have superimposed the image of Notts County's stadium onto the sites, maintaining exactly the dimensions for comparative purposes. I chose this ground because it is fresh in people's memory, it has separate stands which I would prefer in a development, and has a generous capacity of 20,300.
Site A
My preferred site is Site A because I think it would be easy to provide access from both Meadow Bank Road and the corner of the roundabout. This land is also close to the Sewage Treatment which probably means a lower price for the land. To the best of my knowledge the land is flat, it has a train line running right past, which with a small platform could stop at the ground on match days in between Meadowhall and Rotherham Central.
Site B
This site is on the corner of a Mill which closed in 2001, there is lots of land here however much of it is hilly, I believe the edge may be flat enough for a stadium with a little work. This site is a little more difficult to provide access for from the road as anybody coming from Meadow Bank Road will have to go all around the roundabout. Also a train station is no longer an option. This site is also a little further from the M1 with a slip road separating it, however it is no further than Walsall's proposed sign.
Both Sites
I cannot think of a better stadium location in the country in terms of accessibility, the infrastructure is designed to support Meadowhall which also has plenty of parking space and Tram and Train stations. In fact being so close to Meadowhall will allow a fan to drop a family member off at Meadowhall while they go to the game. There are many busses running along this area, and it is only just down Meadow Bank Road from Rotherham Town Centre. Both sites have plenty of room for expansion and parking, and given the lack of local parking and pubs will be able to earn plenty of money from parking and pre-match drinking. I know it's not good for us fans, but it's good for the future of the club. The location should also attract a larger away following and will increase the profile of the club with so many people driving past the stadium.
While I think these sites would be ideal even without motorway revenue, this must be the prime incentive. A precedent has already been set with Walsall having received planning permission. Advertising is also much more feasible for a non-profit making football club which represents and serves a community and can incorporate advertising into a stand rather than a purpose built structure, than it is for a private business. The land is also likely to be cheaper than in other possible sites and have no existing structures to deal with.
This disadvantages are the smell from the nearby treatment facility, but I personally have not noticed this smell since the mid-90s, and it hasn't affected other nearby places such as Meadowhall. Also it is outside of Rotherham town centre which may inconvenience some fans and make it less attractive for council funding if outside Rotherham Renaissance area.
What type of Stadium should we build?
Well, I've given this subject some thought too. I would like a stadium with a capacity of at least 13,000 and preferably 15,500 as a status symbol targeted at Doncaster Rovers fans. I would also like separate and distinctive stands so the stadium has some character. I would like to find an ambitious architect who is willing to look at innovating new designs which keep costs to a minimum, are functional and will age well.
However most importantly I think we should look to make the most of the space we create, so many grounds are just wasted shells in my view. It is essential to have revenue coming into the club throughout the week. To build a stadium sized structure, provide ample parking and access and then use it for a few hours every fortnight has always seemed crazy to me.
One thing I would like to see done is see big shops available to rent built into the back of a stand. These shops can then be rented out creating a small retail park, the cost to add a bit more concrete should not be prohibitive and the potential income stream should extensive, I have ideas for how such an idea could be neatly and inexpensively incorporated into a stand, but those are for another time.
I think there is so much that could be put into a new stadium, office space, not just for the club, but to rent out. Given the location I have proposed, conferencing facilities just off the M1 would surely be a good option. Fitness is a huge industry at the moment, a Gym with the branding of a professional sports team and a large existing customer base would surely have a selling point other Gyms don't. There are so many options to explore, I don't understand why other football teams don't do this more, however maybe it is with good reason.
Any thoughts? The matter is already up for debate on our messageboards - click HERE