Harlequins are aiming to turn the Stoop into a 20,000-seater stadium after revealing ambitious expansion plans.
Chief Executive David Ellis explained that record season ticket sales, which have seen more than 8,000 tickets sold already, with a month to go before the start of the new season, have allowed Quins to start planning a rebuild.
The initial plan is to renovate the North Stand within the next three years, and in so doing, expand the capacity from 14,800 to 16,800 seats.
From there the club hopes to be able to turn a profit within two years, and further expand the ground to 20,000 seats within a decade.
"We're on track to be in a good financial position next year and, including the works we want to do over the next three years, we'll be in a good position thereafter," Ellis told The Rugby Paper.
"We're asking people to draw up artist impressions for a new North Stand and you'd look to add another 2,000 seats. We're at 14,800 now and bumping at around 90% capacity, so we're beginning to look at that.
"Longer-term, although there are a lot of hurdles to jump, in principle the footprint at the Stoop means we could get up to around 20,000. So when it's time and we're ready, we'd like to get there over the next ten years."