St James Park relaunches with major new improvements and venues

Exeter City Football Club has relaunched its events and conference facilities at St James Park under a new identity, ‘thepark’, positioning the stadium as a year-round venue for business, community, and private functions.

Located beside St James Park railway station and within walking distance of Exeter city centre, the venue brings together several upgraded spaces designed to broaden non-matchday use. 

These include the Supporters Trust Suite for up to 200 people, the Heritage Lounge with panoramic views of the pitch, the naturally lit Stanno Concourse for receptions or exhibitions, smaller Boardroom and Executive Boxes, and the Legends Lounge for workshops and training sessions. All spaces feature Wi-Fi, AV facilities, and on-site catering.

Matthew Dawes, Interim Revenue Manager at Exeter City FC, explained that the relaunch was sparked by a need to make better use of the stadium and strengthen the club’s long-term sustainability.

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“Obviously, everyone knows the club needs to increase its revenues if it is to continue to be sustainable and remain competitive, and the venue is key to this,” he said. 

“The Park was launched several years ago, but for various reasons the marketing behind it ceased, and other projects took priority.”

“The current situation has allowed us to take stock and ensure we have the right resources and plans in place, build a website, have a strategy, and really give it the best chance to succeed.”

Dawes said the relaunch is aimed at raising awareness of the stadium’s multi-use potential beyond football. 

“It’s more about bringing awareness, as we have found many still think it is just a matchday operation and are unaware about the venue and what facilities we have available here. This is a space that everyone can use and benefit from.”

The club has an expanded events calendar planned, beginning with “An Evening with Mark Crossley”, featuring the former Nottingham Forest goalkeeper. 

Future highlights include a Beer Festival, the World Cup summer programme, and the club’s annual Football Awards Dinner.

“Over the next 12–24 months, our goal for thepark is to establish it as a consistent, well-used and commercially reliable asset for the club while strengthening its role as a welcoming community space,” Matthew said. 

“Long-term, we want it to deliver both commercial success and community impact, cementing Exeter City’s identity as a supporter-owned club while contributing positively to Exeter’s social life and wider economy.”

Matthew highlighted how income from non-matchday events supports the club’s overall sustainability. 

“Every event hosted here directly supports the club’s long-term future… guests aren’t just hiring a space; they’re actively contributing to the future of the football club overall.”

The club is aiming to engage local businesses, grassroots sports groups, families, and cultural performers. 

“Being a community club, we welcome anyone wanting to host an event here,” he said. 

“The busier the venue is, the stronger the club is. We want as many people as possible to use it, enjoy the space, and make memories in our excellent bars and facilities.”

The relaunch reflects Exeter City’s strategy to combine commercial viability with its community-focused ethos, ensuring the stadium can function as both a sporting and civic venue while broadening its appeal for residents, businesses, and visitors alike.