Plans for a new ground for Burton Albion had existed since July 2003, when it was becoming apparent that the club's progress and ambition on the pitch was not matched by their current Eton Park stadium, despite having spent £1 million to bring the ground up to Football Conference standards following their recent promotion to that league. A new stadium would need to be created to Football League standards in the event of a further promotion. In June 2003 it was revealed that the club were hoping to acquire land on the Pirelli Sports and Social Club, with artists' impressions of the new ground first appearing on 6 August 2003. This date coincided with the club submitting planning proposals to Staffordshire County Council for the new ground, originally intended to have a capacity of 6,000, representing a 25% increase on the capacity of Eton Park. The original proposals also included a new training pitch to be available for community use, whilst also incorporating relocation of the Eton Park Bowling Club and Football Tavern.