Under government regulations the club would have been required to convert the Doncaster Road End to seating if relegation from the Championship had been avoided in 2010–11. In an effort to overturn this ruling, supporters launched a Keep Scunthorpe Standing campaign. The club revealed revised expansion details in September 2010, with plans to add a three-level building behind the current terrace to include a larger supporters' bar, club shop and ticket office. The capacity of the ground would not have increased; this is due to the change from a terrace to a seating area. As it so happened, the Iron were relegated from the Championship at the end of the 2010–11 season and so these plans never came to fruition.