Chief Executive Robert Elstone is confident that planning permission will be awarded for the new building, which will sit within the Goodison Park footprint. The project could be operational by summer 2011.
The planned building, on the current site of the Club Everton lounge at the Park End of the stadium, will house a retail store, museum, cafe, corporate hospitality lounge and office space.
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The four-floor, self-funded £9m development will also free up space within Goodison, meaning that capacity for corporate hospitality inside the stadium itself can be expanded.
Mr Elstone also confirmed that the plans will not negatively affect the cash available to David Moyes as it will be taken from extended deals with catering partner Sodexo and retail partner Kitbag.
Mr Elstone said: "This new scheme is totally self-funded by partners so there is no net cost to the Club. In fact, it is cash-positive from the start.
"Even if a new stadium scheme came to light very quickly it would take a number of years to realise. Our discussions with Liverpool City Council have genuinely been more positive but the crux of the matter is we need substantial enabling support and the council see that as being difficult and hard to deliver.
"If I'm managing expectations, in the current climate it is hard to foresee a new stadium in the short-term or medium-term but it doesn't mean we will not continue to pursue it vigorously and enthusiastically."
(CD/GK)
