'We've really focused this as an atmosphere enhancing project' - Simon Kingpublished at 12:10 7 March 2024

Speaking to BBC Radio Stoke, Chief Operating Officer Simon King has opened up on the club's plans to introduce safe standing from the start of next season, alongside relocating the away fans which would see home supporters occupy both sides of the tunnel.
"There's a view that there's a real competitive edge for away teams when you've got 2,500 away supporters right by that tunnel. Not only was that no good for our own players but it was a big pick up for the away team as well, so that was something that we were keen to move.
"They have now moved into the corner and that allows us to have the entire Caldwell South Stand for our home supporters which our vision and our utopia position is a full house at the Bet365 Stadium, 30,000 fans and a cauldron atmosphere.
"The cherry on top of the cake is the licensed standing piece. We want that to be an area which is almost like the sing section of the stadium.
"We've really focused this as an atmosphere enhancing project. We completely understand that at the moment, we're not generating full houses, but those times will come again, and when they do, we'll be ready for them and we'll be able to create the best atmosphere possible."
On further developments behind the scenes, he added: "Hopefully the fans of the football club are seeing that we're making positive progress off the pitch. No getting away from it, we want to be doing better on the pitch and there's no-one more passionate than our chairman about that happening.
"We've got the fan zone coming, we hope to have that in place for the start of next season, there's lots of other projects that I could list. Another £10m, £12m is being spent on a first-team facility down the training ground so this club is not short of investment from John [Coates], and that's taken us in the direction that we all want to go in which is a really ambitious one."
