Meet The Product People

Mill Farm Seating

AFC Fylde supporters will be treated to comfort of Premier League standards at Mill Farm next season.

The club are delighted to announce that they have signed a huge deal with Dutch company The Product People International to supply The Box Seat brand at the new stadium.

The company have previously furnished the magnificent, multimillion pound Emirates Stadium, home of Arsenal FC, one of the most architecturally advanced arenas in world football.

Now, Sheldon King, director, admits his company jumped at the chance to work on this exciting project at Mill Farm: “David Chell (CEO at Mill Farm) contacted our office and explained the ambition of the club was to create a Premier League set-up scaled down to suit the dimensions of the new stadium.

“Thus we set about analysing the seating arrangements in a team-like manner with all the stakeholders at one table offering a wealth of knowledge from business acumen and pro football management to seating construction and installation.

“Together we formed a plan that would offer all the seating facilities of a top flight stadium.”

Sheldon explained the company started up in early 2000 when it was conceived that a clever stadium seating product would enhance the fan experience and assist with keeping a football club financially healthy.

“By enabling the spectators to get to and from their seats faster and more freely gives the opportunity to promote services such as food, drink and programme sales and all of these services financially assist the venue.

“Hence the Box Seat concept was born. An early form of the seat was installed at the Arsenal’s Emirates Stadium, but the true essence of the product had not yet been realised until 2010 when the second generation of the Box Seat was released to service the massive crowds of the London 2012 Olympic Games.

“Last year the business went through an era of change and adaption with the need to launch continental facilities whilst not losing our roots.

“It is with great pleasure that we were provided with the chance to work with AFC Fylde, whom clearly have similar essence of service and responsibility to the community.”

Meet Caterware


Foodservice equipment specialists, Caterware Limited, have been appointed to design, supply and install the kitchens throughout the entire Mill Farm complex.

The contract value is in excess of £300,000 and includes equipping the front and back of house areas of Bradley’s Sports Bar, The Café, Milano Mediterranean Restaurant, Churchill’s Banqueting Suites and various other catering kiosks and bars.

Caterware, based locally in Blackpool, also undertook the huge kitchen refit at the Etihad Stadium, home of Manchester City FC and more recently the £200 million City Football Academy Complex, suppling and installing over 1250 individual items of equipment within a ground-breaking multi-million pound plan to deliver an enhanced food capability.

Mark Drazen, Managing Director of Caterware, said: “Even from the initial discussion stages surrounding this project with Mill Farm it was clear that their ambitions were unlimited.”

“There is a genuine intention to create the high quality level of facilities that appear at iconic venues, such as 5 star hotels and restaurants but on a smaller more localised basis.

“The strength and commercial experience of the management team will certainly help lead Mill Farm to huge success.

“As an avid football fan myself, it’s wonderful to see the rapid but measured growth of AFC Fylde, on and off the pitch, and we look forward to being involved with them for a long time to come.”

Bevan Middleton, food and beverage manager at Mill Farm, commented: “Caterware were selected due to their vast experience within large scale stadia and venues, having recently completed many multi million pound projects, throughout the UK.

“Combined with their history of working alongside many well-known high street restaurant concepts and brands, it soon became evident Caterware was the perfect partner supplier.”

Meet PEI-Delta


Whilst Dave Challinor’s side continue to dazzle on the field, local electrical engineers PEI-Delta are looking to provide the spark off it.

Based on Poulton Business Park, the electrical engineering and contracting company, now in their 20th year, work nationally on electrical design, installation and maintenance for such clients as Hilton Hotels, Whitbread, Premier Inn, Zara, Mango and locally Ribby Hall and Partington’s Group.

Their first major project was the installation of the Pepsi Max Big One at Blackpool Pleasure Beach and their most recent largescale project was a 178-bedroom Hilton Hotel in Southampton at the Ageas Bowl with spa, ballroom and full press and media suite.

Managing director Bob Gallagher said: “Personally it’s very exciting for me to work on such a prestigious project.”

“We are based and live locally and the majority of our staff are from the local area so we support the ethos of Mill Farm and AFC Fylde. It is a truly locally based entity with their roots firmly embedded within the community.”

 “Over the last 20 years we have worked all over the UK and Ireland, so it’s a great chance to work locally on such a large project.”

“As well as working alongside Wardens, the main contractors, and the professional design team on the base-build and infrastructure for the stadium and pitch, we are also working with Mill Farm Ventures and their design team on the fit-out of the function suite, supporters bar and Mediterranean restaurant.

“Our role involves pitch lighting, road lighting, fire alarms, lighting control, PA and voice evacuation system, data and audio-visual systems. It has certainly been a challenging project, but a highly satisfying one so far.

“Having been involved in the background in an advisor capacity during the early development stages for over two years, it is exciting to now see everyone’s hard work coming to fruition and the project starting to take shape before our eyes.

“The challenge now is to bring all the different electrical elements together to ensure that the project comes in on time, on budget and to the high quality that such a prestigious development deserves.

“We are especially looking forward to the first AFC Fylde match played on the new pitch so we can see our work is truly complete.”

Meet Warden Construction

adrian atkinson

When selecting a construction partner, Mill Farm Ventures (MFV) the developer of Mill Farm Sports Village met with several different companies before finally choosing Warden Construction, a local family firm from Kirkham, based just two miles from the new development.

David Haythornthwaite, Chairman of MFV said: “It was really important to us to work with a local company if at all possible. We were impressed with the Warden team from the very first meeting and have found them great to work with since construction began in March this year.”

Here we catch up with Adrian Atkinson, Commercial Director for Warden Construction…

Adrian Atkinson admits he is enjoying taking a ‘hands on’ approach on a local project that holds a special place in his heart.

Commercial Director Adrian, who lives locally on the Fylde Coast, is one of the key men behind the scenes at the Mill Farm development.

“It has been a very interesting project to work on,” said Adrian, who has worked for Warden for over 15 years.

“I am from the Fylde Coast, so there is an added interest for me personally to be working on something of this size so close to home.

“The amount of feedback I have had from other colleagues in the industry, plus family and friends has been fantastic. Everyone is keen to know what’s happening and to see it coming along.

“My main role in the project is to coordinate the design team. Normally I would be involved in the procurement and the financial side, like budget control, however on this occasion I’ve been taking more of an active role with the designers.

“We found out about the development and tendered for it initially, going through a few rounds of interviews and cost adjustments before being awarded the contract.

“Everything is going to plan so far and the project is now well underway. The design is still evolving, but that is normal for this kind of project. We have two dates to hit next year – one for the main stand opening in May and for the pitch to be complete in June and we are still targeting to be ready on time.

“This is on par with the biggest projects we have undertaken, but it’s certainly the biggest we have taken on in the sports and leisure industry.

“We have new developments and alterations all the time so my job is to relay this to the designers and make sure everything goes smoothly. There is lots of toing-and-froing, ironing out problems in design and ordering materials.

“We are now building the south stand as an add-on and this was something that was only finalised recently. So even though this may lag behind the rest of the project, we are pushing on to try and get that designed and constructed as soon as possible.

“The weather always plays a part in construction and that has been no different on this occasion. Thankfully, we actually started the project early, with the intention of getting the infrastructure sorted while the weather was fine. All the roads were completed a good couple of months ago which has made accessing the site a lot easier.

“The rain doesn’t affect us too much – the biggest problem is the wind. The site is very exposed and a lot of the operations we are carrying out at the moment require lifting from cranes and they can only operate when the wind speed is down to a certain level.

“We are all very excited to see the completed job and I think it will be a fantastic pull for the area.”