West Bromwich Albion chairman Jeremy Peace has revealed imminent plans to refurbish and rename the Halfords Lane Stand at the Hawthorns.
The £3 million changes will result in the capacity of the stadium being cut by 750 to around 27,000, a figure which exceeds the number of supporters who watched the club the last time it played in the Premier League.
The Halfords Lane Stand, which from next season will be called the West Stand, was originally built with money the club received from Manchester United for the £1.5 million sale of Bryan Robson in the 1980s.
Such work is long overdue, said Peace, who has looked at rebuilding the stand before but was unconvinced that there was a demand for such an outlay, given the previous attendance figures at the Hawthorns.
There is no uncertainty this time around: refurbishment, rather than rebuilding, has made better business sense and the numbers suggest a focus on quality has taken precedent over quantity.
Peace said: "Our average attendances in the Premier League the last time were about 25,000 and this season they are about 22,000 so I think, given those parameters, the capacity being at 27,000 is the right thing to do at this stage. Everyone who comes to The Hawthorns will benefit."
The chairman said the most recent plans were inspired by the need to "improve the match-day experience" for supporters and he was also quick to point out that the funding for the project which was obtained on a ten-year loan will have no impact on manager Tony Mowbray's transfer budget for next season.
The work will get under way on March 17 and is expected to be finished by the start of the 2008/2009 campaign, when Albion hope to be back in the Premier League.
Peace said: "We looked at rebuilding the West Stand but we did not go ahead with that on the basis of how spectator audiences were dropping mainly because of television schedules, certainly in the Premier League and also because of the Championship not being as attractive a product.
"As a result, attendances were under pressure so we decided to refurbish rather than rebuild the new stand.
"The last stand [we built], the East Stand (which cost £8 million), will have been paid this year, so we are able to take on a bit more borrowing on a long-term basis.
"We have really predicted everything on the premise that if we are in the Championship, would the financial model stand up to it? It would.
"We will be looking to borrow the £3 million, so it will not affect player trading and will hopefully improve the matchday experiences for supporters and the facilities will be better for the players and coaching staff."
Peace said the outside of the building would complement the nearby Sandwell Academy and contribute to an improving Halfords Lane landscape.
The concourse of the current stand will double in size and the current directors' box will be moved to the back of the West Stand, which will also include new hospitality and conference space.
A number of Halfords Lane season-ticket holders will be moved from the start of next season. They will be offered alternative seats in the same stand or in other parts of the stadium.
Other changes will include 'Old Trafford-style' dug-outs and technical areas and improved media facilities in order to meet with Premier League and Uefa standards.
These plans are part of a longer-term aim to redevelop other parts of the stadium, which could include the incorporation of conference facilities in the East Stand.
The Millennium Corner and Woodman Corner are unlikely to be expanded due to the cost of the building work far outweighing the revenue which would be gained by the limited increase in capacity.