Introduction
Marvin Robinson – HTFC Chief Executive
Welcome to Keys Corner, a new community hub at Keys Park Stadium.
At Hednesford Town FC, we believe a football club should serve its community every day, not just on matchday. That’s why we’re excited to share our proposal for Keys Corner: a flexible, covered fan zone that brings supporters, families, and neighbours together all year round.
Keys Corner takes inspiration from thriving community venues like Herbert’s Yard in Longbridge and Hockley Social Club in Birmingham, places that combine great design, independent food and drink, and a welcoming atmosphere. Our aim is to bring that same energy and creativity to Keys Park, but do it the Hednesford way.
This isn’t just a shelter. It’s a space for street food and Sunday markets, fan gatherings and family days, live sport and local culture. It will be built sustainably, designed with flexibility, and focused on making Keys Park a place people come to, not just pass through.
We’re proud of what this could mean for the club and for our town, but it’s not finished until we’ve heard from you. This consultation is your chance to ask questions, raise suggestions, and help us get it right.
Thank you for taking the time to engage with us, we look forward to hearing your views and, in time, welcoming you to Keys Corner.
Proposal Overview
The proposals are to create a flexible sheltered fan zone which can be used for multiple purposes by Hednesford Town Football Club and the local community. The space is already used on match days as a standing area but as it is uncovered the possible uses through the year are limited.
The proposed new shelter provides protection from the elements and is designed to still feel like an outdoor area.
The structure will be similar in design to the popular Herbert’s Yard which is owned and operated by Birmingham based street food operators Digbeth Dining Club. Herbert’s Yard has been a key part of the development of Longbridge, helping to grow a community and culture around a brand new housing development.
This proposal aims to provide the same facilities to the communities surrounding Keys Park Stadium.
Location
The site is located within the grounds of Keys Park Stadium, the area is currently a hardstanding area to the north-west corner of the ground which is currently used on match days for food vans and as a gathering area. The proposal also uses part of the adjacent gravel area, outside the ground, which is currently used as overspill parking space.
Satellite image with the proposed site area identified in red:
Schematic Planning
The layout of the fan zone shelter aims to offer multiple options for events beyond just regular football matches.
To meet regulations for certain football matches, there may be a need to keep home and away fans separate as well as restrict views of the pitch from bar areas. The layout allows for a mix of options during matches depending on their requirements, as well as options for community events or private hires.
The schematic plans below show how the configuration of the ground will be adapted to suit different events and activities.
1 – Designated, Segregated Match
Home and away fans are required to be separated, the pitch must not be visible from the bar areas. Drinks are not allowed to be taken onto the stands.
2 – Non-Designated, Segregated Match
Home and away fans are required to be separated. Drinks are allowed on the stands and the pitch can be visible from the bar areas
3 – Designated, Non-Segregated Match
Fans are mixed but the pitch must not be visible from the bar areas. Drinks are not allowed to be taken onto the stands.
4 – Non Designated, Non Segregated Match
Fans are mixed and drinks are allowed on the stands and the pitch can be visible from the bar areas
5 – Small Event
Part of the space is utilised for a smaller capacity, with a secure barrier restricting access to the pitch.
6 – Large Event
Entire space is utilised for a smaller capacity, with a secure barrier restricting access to the pitch.
Proposed Plan
The proposed plan generally covers areas already utilised by the club, with some parking spaces being removed to extend toilet provisions. The general structure is a shelter with internal fixtures being adaptable and flexible. The layout shown here is a typical match day or event, with bars for both home and away fans and a small kitchen area for use by local street food vendors.
Large sliding doors allow for the flexibility shown in the schematic plans above, with the possibility of opening or closing them to suit the event or activity taking place. The size of the openings ensures there is still plenty of emergency escape routes available.
Structure
The structure is as an open plan simple shelter, minimising internal interruptions by columns. We have opted for a traditional ‘sawtooth’ roof which is common on industrial units. The form of the roofs also aligns with the design of the existing grandstands.
A combination of open and closed slatted timber walls will keep the structure feeling open with views restricted where required.
The roof design creates a large open space which is flooded with natural light but also limits the overall height. Horizontal sections of the roof can double up as structural beams which further limits the height.
Sectional sketch of the sawtooth roof structure:
(Adjacent houses shown dashed for scale)
Examples of sawtooth roofs:
Materials
Generally the new shelter will be constructed from timber with a black stain. Timber is a very sustainable material which can be recycled or reused at the end of its life, but still provides suitable structural strength.
The black stain creates a modern look that sits nicely within the environment and helps to identify the fan zone within the site.
The roof will generally be a transparent polycarbonate which will allow plenty of natural light into the fan zone as well as providing protection from the elements for a range of club and community events.
Material examples:
Final Design
The final design is a simple but exciting new addition to the Keys Park Stadium providing shelter from the elements to an already utilised part of the ground. The form mimics the existing structures around the ground and will be a high quality addition, allowing flexibility for a number of match day and community events.
Planning Documents
To view and download the current draft planning drawings, please visit the link below:
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Consultation
We would like to hear your thoughts on the proposals and would like to invite you would our in-person consultation at Keys Park. We will be available to answer questions and hear your feedback.
Date: Wednesday 16th July 2025
Time: 4pm to 8pm
Location: Chase Bar at Keys Park Stadium, WS12 2DZ
If you are not able to attend in-person, you are can instead send any questions or comments to the email address below:
If you have any issues contacting us by email, please do call Sculpt on 01216631313 and we will be able to help provide alternatives.
Q&A
As we receive questions from the consultation we will post responses here where we feel they will also benefit other people.
Check back for updates over the coming weeks.