Bournemouth president of business operations Jim Frevola insists relocating season ticket holders to make way for a refreshed hospitality offering is "critical" to retaining the club's Premier League status.
About 600 season ticket holders have been contacted to say they will have to move seats as part of the club's redevelopment of Vitality Stadium, which would increase the capacity from 11,000 to 20,000.
Speaking at a media conference on Friday, Cherries coach Andoni Iraola spoke of the need for fans and club to work together to create "the best atmosphere we can".
Fans have expressed disappointment that the long-serving loyalty of season ticket holders is coming second to the need to accommodate hospitality guests.
But Frevola said that such a decision is standard, and is required to protect the club's future.
"The reality is for a football club, this is pretty normal," Frevola told BBC Radio Solent's Cherries Unpicked podcast.
"The reality is that a redevelopment programme needs lots and lots of money, we've got to be able to add hospitality, as that's really what drives our revenue.
"It's critical for the programme to go through. Without growing the matchday revenue, we're not keeping up with the revenue.
"Squad cost ratio is a real issue – we were one of six clubs to vote against it – it puts us at a competitive disadvantage."
Frevola pointed out that, once expanded, Vitality Stadium's 20,000-seater stadium still puts Bournemouth at a financial disadvantage next to the Premier League clubs with capacities of 70,000 – "but we've got to start somewhere".
He noted that the 6% of the stadium which accommodates hospitality provides 40% of the club's matchday revenue – thus, the focus on hospitality funds the addition of 8,700 general admission seats under the redevelopment plans.
Though Frevola listed many clubs in the division who are planning to or have recently upgraded their stadiums – Nottingham Forest, Leeds, Fulham, Manchester City, Manchester United, Newcastle, Chelsea, Crystal Palace, Arsenal, Liverpool, Brentford and Aston Villa – he also expressed sympathy for the supporters who will be affected by the move.
"This is the hardest discussion that we've had since we've been here," Frevola said. "We are completely sympathetic.
"We have looked at different ways to do this. I understand that no matter what we did… If we built a new stadium, 11,000 people would have to relocate in some fashion of another.
"This is the plan. It is difficult. I've gone through this with other organisations. If you've worked in the sport industry and you've redeveloped a stadium, you go through things like this. It's not easy. It doesn't make it right that some people have to move but sometimes difficult decisions have to be made."
Reassuring fans that all those season ticket holders affected have already been informed and will have first priority when it comes to choosing new seats both for next season and when the new stands open, Frevola said: "We're going to hold their hand through the process."
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