Everton Football Club have announced plans to build a £9m retail and office complex at Goodison Park, but a stadium move has still not been ruled out.
The four-floor building will be built on the current site of the Club Everton lounge at the stadium's Park End.
The development will house a club shop, museum, cafe, corporate hospitality lounge and office space.
Plans to build a new stadium in Kirkby collapsed last year when they were rejected by the government.
The then Secretary of State for Communities and Local Government, John Denham, rejected the proposed £400m stadium and retail development after concerns were raised over the possible harmful effects on the "vitality and viability" of local communities.
The new development plan was unveiled by chief executive Robert Elstone at a Shareholders Forum before a match versus Everton Chile on Wednesday.
Mr Elstone said the plans would be "self-funded" as cash would be taken from extended deals with catering partner Sodexo and retail partner Kitbag.
Chairman Bill Kenwright told the forum that the proposed development does not mean an end to the search for a site in the city for a new stadium.
He said: "One of the prime focal points behind this new addition to Goodison was to say 'we're proud of Goodison and we want to show you how proud we are'. We want to give the fans something and I think it looks terrific.
"As long as we are here and has long as it doesn't put in jeopardy the finances for David Moyes we will do whatever we can with Goodison Park.
"Our partners have been phenomenal in helping us with this one, but it doesn't mean the search is not going on for a new stadium within the Liverpool city boundary."
If planning permission is granted, the club said the development could be open by summer 2011.
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