The new East Stand will back onto the proposed Esporta site and is based on extending the existing structure. The plans include 120metres of new pitch side hospitality with corporate boxes, lounges and function rooms, balconies and bars, a mouth-watering pitch view restaurant and a new Business Club that will allow all of the West Midland businesses to network and socialise in the region's premier rugby hospitality. The stand will also grow to the increase the stadium capacity to 12,000.
Sixways has undergone a radical transformation in recent years with an improved infrastructure network off the M5 and the addition of over 1000 on site car parking spaces that includes Worcester's new Park and Ride facility.
General Manager Charlie Little revealed the proposed East Stand development would offer unparalleled views of the action for supporters and heighten the match day experience at Warriors.
"These exciting new plans will help us create the best development in club rugby across Europe and give our supporters the very best view when watching Warriors in the Guinness Premiership," he said.
"The new East Stand will not only increase our capacity but will also boast a state-of-the-art cantilever roof which means there will be no support pillars and no restricted views. It is a more expensive design but it will give our supporters the very best view and facility, this is what we are always striving to do.
"The proposed new East Stand will become one of the largest venues in Worcestershire. We have a clear vision to become a major venue in the hosting of all events, whether it be small private weddings, business conferences or large scale award ceremonies and gala banquets. This will then support our main core business of professional rugby here at Sixways.
"It has been designed around creating a facilities that can cater for up to 500 guests at a sit-down function. Our market research suggests that this sort of facility is needed locally and we will be able to provide it with a unique pitchside view. We fulfilled over 4,500 Christmas dinners in 2007 within our existing rooms and suites and turned many large bookings away. On a match day, the restaurant will offer guests superb views across the pitch and stadium complex while enjoying fine dining. The plans for the stand also allow for small and large corporate boxes and private lounges all with exclusive access to a number of bars and private balconies.
"The expectation is that the stand will also include a much needed Business Club that will support the local business network in Herefordshire, Worcestershire and across the West Midlands."
The planned new development in the North East corner of the stadium will become the focal point of the entire complex with an expansive main reception, accessible ticket office and a spacious retailing opportunity on the ground floor.
"The North East corner is a dead commercial area on a match day as you cannot view the pitch from there, but the key to the whole development is that it then enables us to maximise the space that we do have pitch side to benefit all our supporters and clients," added Little.
"The development will be the first thing you see as you come down the new club entrance and will be your first impression of Worcester Warriors and Sixways. It will include an impressive reception area, something you would expect from a major sporting venue."
Warriors plan to work with Slick Developments on the new East Stand development and Little believes their expertise and experience will prove crucial in making the new stand a centrepiece of the stadium.
"Slick Developments are a local company and long term supporters of the club so we are very pleased to be able to work with them," he said. "They have seen the development of the East Stand through from a temporary structure to the facility it is today and are excited by the new plans.
"They built the new stand down at Gloucester RFC only last year so they are very familiar with building rugby stands. We are confident they can take the best things from the development at Kingsholm and have learnt from the experience and issues they encountered so they can build a fantastic stand at the home of the Warriors. It will house 6,000 Warriors supporters and the noise and atmosphere will be electric. With no supporting pillars, all 6,000 will have an unrestricted and fantastic view in a stand that will be built with our long-term ambitions in mind."
Warriors already have planning permission for a new North Stand as part of the development and Little stressed that although that is now on hold it remained an integral part of a new-look Sixways.
"The club still plans to develop the North Stand, it is a crucial and key part of the overall development of the stadium. We always intended to extend the East Stand and the planners have known this. All we have done is re-evaluate the situation and concentrate on actually what is right for the club, the supporter and the local market economy." he said.
"The new plans have gone to the local authority this week and we hope that they look on them favourably. Sixways already has planning permission for the North Stand and Esporta and the new road network, car park and amateur rugby club pitches are nearing completion. We have now formally submitted plans so they can see the long term vision of the club and how we want to make Sixways one of the best rugby complexes in Europe.
"We want to make Sixways something that the club and city can be proud of. Our chairman, Cecil Duckworth, will leave a legacy for rugby supporters and we believe that the new-look Sixways will be just that.
"We believe we have the market to justify expansion and development. We believe in the team and that they will challenge for success in future years. We also believe that Sixways can become the place to be on a match day and we want to make it available and accessible to everybody.
"We're going to need people to support the project, from match day fans to debenture and season ticket holders and local businesses. We are putting in a facility that will hopefully meet the needs of the region and we hope they share our enthusiasm about the exciting latest stage of our project."
Charlie Little with the new East Stand plans that will transform Sixways Stadium