St Johnstone float stadium hotel plan with success near

Atlanta-based owner talks business with PBN

Plans for a new hotel have been mooted for McDiarmid Park in Perth as Perthshire’s premier sports club stands on the brink of a return to the big time.

In a week when St Johnstone FC can return to Scotland’s top tier, owner Adam Webb has outlined his vision for a hotel with themed restaurant and bar within the current stadium footprint on the edge of the A9.

The Atlanta-based lawyer, who leads the owning consortium, has already submitted plans for new player accommodation, gym and speakeasy bar on two listed sites overlooking Perth’s historic waterfront.

The outlined proposals are part of a wider blueprint which Webb hopes can help the club become regular top six challengers, with a sustainable financial future.

New developments

Since assuming control of the club from long-time owner and Perthshire house-builder Geoff Brown in July 2024, Webb – who owns a 70% share- has overseen several developments such as the opening of a new club shop in Perth centre and a popular FanZone at the stadium.

Despite competing in the lower division, this year has remarkably seen increased home ticket sales, greater commercial revenue and growing retail spend, abetted by winning performances on the pitch by Simo Valakari’s side.

“We are extremely lucky to have 22 acres here,” said the lawyer and investor, who aspires to see supporters buses from all over the Perthshire region heading back to McDiarmid Park on match days.

“We would like to open a hotel on this campus. We’d want a lobby bar and a restaurant themed with the club. We’ve got this natural gift (the site) and we want to maximise it, so I say a hotel, a restaurant and retail.

“We’d need the right partners but, talking to the council and people around the town, there is an interest in a hotel which could serve people heading up to the highlands.

“On game days, you’d have people from out of town, staying. We have fans who have moved away and are expats in places like Dubai, Paris and America. I talk to them all of the time. When they come back it would be great for them to stay in the St Johnstone hotel.”

The site of the proposed Player Accommodation suites

Accommodation plans

Strategically growing the club’s revenue, over time, is Webb’s objective as he aspires to be able, ultimately, to increase the budget for players by 5-10% annually.

As well as reviewing all operations at McDiarmid Park, planning is currently sitting with Perth and Kinross Council for new player accommodation at two connected listed sites – currently empty- on the scenic junction of Perth’s Tay Street and George Street.

The development would see ‘desirable’ flats for players and staff, with a gym and common areas but it would also encompass a new public basement bar, with commercial space included.

Should it be given the green light, Webb believes it could become an exemplar project as well an asset for Saints.

“It would be one of a kind for a club at our level and it could become a model that others in Scotland might follow,” he said.

“At the moment, we have rented flats and an owned flat within the community, for players living outside the area. They all travel in, using different means, from different places.

“We also have a lot of guys who travel from Edinburgh and Glasgow which is not good for their health, their time or their families. We’d prefer more to be closer. They’ll have a gym, great nutrition, unified transport to and from practice and games. It’ll be a real upgrade.

“There’s also the camaraderie. There will be common rooms and places they can socialise so it ticks a lot of boxes. It’s a beautiful building in a great spot with gorgeous views of the river. It’s a 5 minute walk to the North Inch.”

Major boost

With promotion back to the top tier of the Scottish game within touching distance, Webb admits the additional TV and UEFA revenue share would help propel the overall business vision.

“Going down a league maybe gave us the chance to reset. However, I think the Premiership is where people want us to be and where we need to be.”