Nameless The options for us having a stadium in the centre of Reading are limited !
Pretty obvious why there is a huge need to discourage car usage. The flip side is that the alternatives have to be viable. some people will never give up their desire to drive from their front door to outside the venue but it's not realistic to expect to do that. There is a huge responsibility on the developers to show their alternatives work though.
Best way do discourage it is to make the alternatives really attractive. However, the anti-car facists at RBC aren't interested in doing that and simply want to make life as difficult as they can for car owners.
They can't even be bothered to make life easier for pedestrians - look at all of the potential pedestrian/car conflict zones around the stadium and approach roads, and the ludicrous provision of a just a normal width pavement along the incredibly busy A33 relief road (even the thin pavement that is there is obstructed by overhanging vegetation in places !).