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Sheffield Wednesday are undergoing a major transformation at Hillsborough after the club committed more than £9 million to improvements across the stadium and training ground.
Chief executive David Bruce has outlined the scale of the work, while acknowledging that supporters have already experienced some teething problems and questioned increased ticket prices.
David Bruce explains why ticket prices have increased amid Hillsborough upgrades
Bruce says Wednesday have effectively undertaken 10 to 15 years' worth of work in less than three months, with the club determined to improve both the stadium and the wider matchday experience.
Among the most visible changes will be the return of the iconic Owl badge, updated signage and improvements around the concourses.
The Kop will also have new e-bars, while the number of beer pouring units will almost double.
Bruce said the club have focused on improving everything from how beer is stored and poured to how quickly it reaches supporters, with food and service also set to change throughout the season.
The Hillsborough roof is being fully repaired, although further work on the North Stand will continue throughout the season and into next summer. Supporters should therefore expect further changes as the campaign progresses.
Safe standing is also being investigated, while a significant increase in corporate seating is planned to help generate additional revenue.
A move away from Hillsborough has not been ruled out entirely, although the current ownership does not want to leave the historic stadium.
The investment has come at a cost, with the original £5 million budget for Hillsborough and the Middlewood Road training ground now expected to exceed £9 million.
Bruce also defended the need for increased matchday prices against that backdrop, pointing to the scale of investment being made by the club.
However, season-ticket sales were down 10 per cent year-on-year, while match-to-match sales have fallen between eight and 15 per cent.
FGG says: Hillsborough's transformation needs to be felt by fans
Wednesday are clearly throwing significant money at improving Hillsborough, and the changes should make a noticeable difference to the matchday experience.
The key now is delivering on those promises – if supporters can see genuine improvements in the stadium, food, drink, service and facilities, the major investment will start to feel worthwhile rather than simply another cost passed on to fans.