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Houlding wanted to run Everton as a business so he gave the Club financial support to improve Anfield. The Club built hoardings around the ground, for example, to keep out non-paying spectators and increase gate money. The minutes of 5 October 1891 record that he lent the Club £180 in 1886-87, £350 in 1887-88, £1,200 in 1888-89 and £600 in 1889-90.
Estimate for hoarding for Everton football field, 6 Aug 1886