UK football team Reading Football Club has unveiled plans for a mixed-use development, Royal Elem Park, near Madejski Stadium, which is expected to cost £200m.
The leisure-led scheme will comprise a convention centre, 250-bed hotel and ice rink on a site adjacent to the stadium.
Reading FC started a public consultation exercise for the development, which also includes development plans for 630 homes in a dozen blocks, along with a multi-storey car park, 8,000m² public square and a park with cafes and restaurants.
The development is expected to span across more than 15ha of land.
Planning application for the project is expected to be submitted within the year, with construction works scheduled for a 2016 start.
Development of the hotel and convention centre is expected to be completed by 2018, while residential blocks have been scheduled to be completed by 2021.
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Peter Brett Associates is the development consultant for the project, which has Arup as its technical service provider.
NRY Architects is responsible for the design of the planned convention centre.
Royals chief executive Nigel Howe said: "This is an exciting proposal for both for Reading Football Club and the town itself.
"When we built Madejski Stadium in 1998, to give the club a sustainable level of income, we built a small conference centre and then a hotel.
"Both have proved amazingly successful and we saw an opportunity for a new convention centre in the south of England situated adjacent to the stadium.
"With the support we need from local government, we have grasped the opportunity to put forward a proposal, with the aim of getting the local community more and more involved in Reading Football Club and the Madejski Stadium complex, whilst simultaneously helping the club to become more financially sustainable in the future. "