Everton have made another fan-focused adjustment to the Hill Dickinson Stadium, after listening to feedback from supporters during the venue’s first season of use.
As the 2025-26 campaign approaches its conclusion, the stadium has now hosted close to 20 matches in all competitions, giving both the club and ownership group The Friedkin Group a clearer picture of how the new matchday experience is functioning.
With thousands of fans now regularly attending fixtures at the club’s new waterfront stadium, Everton have begun tweaking several operational details based directly on supporter reactions.
Everton lower ‘Through Pass’ kiosk charge
One of the latest changes involves the “Through Pass” kiosks installed throughout the stadium concourses.
These innovative self-service stations allow supporters to walk in, tap their bank card and collect food or drink without queueing, with a pre-authorisation charge taken on entry before the final amount is adjusted based on purchases.
Originally, fans were required to accept a £20 pre-authorisation payment when entering a kiosk.
However, Everton have now confirmed that the charge will be reduced to £5, starting with the upcoming fixture against Chelsea F.C..
The adjustment suggests the average supporter has been spending significantly less than the initial £20 threshold, prompting the club to streamline the process.
Fans previously influenced stadium changes
This is not the first time Everton have responded to supporter feedback at their new stadium.
Earlier in the season, a DJ stationed outside the ground was removed following criticism from fans after a 3-0 defeat to Tottenham Hotspur in October.
Many supporters felt the music-driven pre-match entertainment clashed with the atmosphere following the loss, and the club subsequently scrapped the feature.
The change highlighted how Everton are continuing to refine the stadium experience as fans settle into life away from their historic home, Goodison Park.
Small tweaks part of bigger Hill Dickinson Stadium transition
While lowering the kiosk charge may seem like a minor alteration, it reflects the club’s broader effort to adapt the matchday environment based on real supporter behaviour.
The Friedkin Group, who took ownership of Everton and have since struck commercial partnerships including one with Heinz, are understood to be closely monitoring fan experiences at the new venue.
With the stadium still in its early operational phase, the club expects further tweaks and improvements as they continue to refine the matchday setup.
FGG Says
The move might appear small, but it’s a positive signal for Everton fans adjusting to life at Hill Dickinson Stadium.
Many clubs introduce flashy tech-driven stadium features only to ignore supporter feedback once the infrastructure is in place. Everton doing the opposite, tweaking systems based on real fan behaviour, is a promising sign.
If the club keeps responding this quickly to supporter concerns, Hill Dickinson Stadium could soon develop the same strong matchday culture that made Goodison Park one of English football’s most beloved grounds.