If you visit Glamorgan County Cricket you may or may not come across the following people. I did – because I sought them out – having become abstractly aware of either powerfully altruistic or economically necessary forces at the club moving to accommodate, entertain and welcome the fan, the visitor.
All of which sounds like something from a pamphlet you just might not want to read. And some of which sounds like the forces – or policy – at work were unknown to me. They were, pretty much.
But get this: I knew there would be stories behind both the individuals themselves and the process of deciding what Glamorgan can or should *actually do*. I knew those stories would be seductively ‘human’ and point towards the really tough issues and choices County Cricket has to face. I was interested to know more about the process of capturing and sustaining support when the economic facts are frankly pretty scary.
I had a gut feeling that Glammy were doing lots of things right – whatever that means – but had no real concept of how any strategy they might have for ‘engagement’ (or similar) was enacted. It was somewhere between refreshingly fab and downright inspiring to see this all in action.
I’ve been fortunate enough to have been to three recent #T20Blast games at SSE Swalec and this has provided the time and the contact with individuals to pull together a fair overview of the various elements we might reasonably lump under the heading Visitor Experience. Which again, unfortunately sounds like something out of a pamphlet but if I learned anything during my visits it was surely that what’s going on at Glamorgan definitely transcends well-meaning corporate dogma. Inevitably, it’s about people doing stuff naturally well.
So I’m following this up because I think the county’s energy around this is fabulous and because I met some great people trying to absolutely nail that Visitor Experience thing – under real pressure from the zillion factors challenging cricket generally and the tighter issues specific to Cardiff and/or Wales. Also… I reckon there are things which might be learnt, here.
I’ve said before that I absolutely consider myself a sportsman not a salesman but clearly have to acknowledge the drift towards either sycophancy or corporate messaging here. But I can live with the thought (your thought?) that @cricketmanwales ‘would say that’… if you will hear me out.
I am clear, in short, that Glamorgan are doing an exemplary job in many respects of trying (*trying!*) to keep their rather lovely Taff-side ship afloat. Having really looked at what’s being done, I am more committed than ever to support that mission. Having met and spoken at some length to the off-pitch players involved, I know it’s a brilliant, dynamic and what us sporty-zealots might call top-top righteous project.
Let’s meet just some of the people that might in another era be labelled The Backroom Staff. (Apologies if your kit or mine isn’t up to supporting the following slideshow. If necessary please feel free to use your imagination.)
Except he really isn’t just The Scorer. Dr Andrew Hignell is a much bigger, more all-round presence than that. He does lead the team of scorers for Glamorgan CC but is also the archivist, museum man, the guided tour man, the lighter-up of wee visitors man. He educates, he is the voice of authority and one of the key links between incoming children and rich, often uplifting experience. Andrew Hignell, for Glammy, scores over the full three-sixty.
Like several of the good folks I spoke to, the doctor has a history in teaching. He also has a lifetime’s worth of interest – interest? Seems such an inadequate word! – in cricket. Like myself he visibly feeds off a) stories around the game and b) the broad understanding that we can make things better by offering a way into sport. Mr Hignell doesn’t need too many lessons from the Communications Posse about the ‘need to engage.’ The messages ooze from him – about opportunity, personal growth, communal expression, development – The Scorer understands life that way.
The Volunteer. (Of which there about 40, it seems.)
Typically public-spirited, open, friendly. Maybe patrolling a particular beat with a particular task; welcoming folks in, proffering freebies and yes, a smile – answering questions.
Volunteers I met included a teacher who ‘happened to be’ a big cricket fan, doing this ‘for enjoyment and to support the club’. He was gifting out luminously iconic headgear genuinely cheerily. He was talking with and listening to fans. Like a teacher free to banter. He was skilled and friendly.
Volunteers are unpaid. Some also prop up other local events/other sports, meaning they’re not necessarily cricket fans, more people who get that thing about putting something back – being sociable. They’re plainly essential and invaluable and I do know the Glammy hierarchy is conscious of how fortunate they are to have such gorgeously generous humans out there batting for them in the fanzone or at the foot of the stairs. The V men and women did tell me they love doing their occasional, part-time cricket-thing. I hope they do.
James is the face and the voice on #T20Blast night. Sickeningly handsome, impressively well-prepared and researched. Young but with presenting work for the ICC (amongst others) in his locker, James interacts with and leads the crowd through their evening at Glamorgan.
This isn’t just a matter of drawing out the most intimidating bawl the locals can offer their opposition. James links with the Communications Team’s work on screens and audio to try to raise the whole experience. He also conducts interviews and the like. We spoke at some length about the challenges and the need to be friendly, entertaining, professional – to in some way replicate the extravaganzatastic Sky Sports mode.
James is a free-lancer contracted in to cover the T20 games. He is not, however, a part-timer in terms of his commitment to and understanding of this unwritten(?) Glamorgan Visitor Experience project. People expect things. Crowds maybe in particular. Again, under pressure and in the spotlight it’s this young man’s job to project a kind of welcoming, entertaining Big League legitimacy. He nails it.
The Engagement Man.
Former player Mark Frost, most recently seen darting from The SSE Swalec in full black tie ‘n DJ kit to attend an awards night on Glamorgan’s behalf, is Community & Development Manager. He in fact splits his time between roles at both Glammy and Cricket Wales – it being decided a year or so ago that this literal joining of the two cricket clans would be beneficial to both.
Mark has been central to the establishment of a diverse but increasingly focussed web of activity aimed at increasing or strengthening the profile and presence of the game in Wales and (thereby) building support at Glamorgan CCC. This implies work over a spectacular range; from diversity projects to local club mentoring to sorting the blokes with the climbing wall.
Of course Mark is not alone in this. I’m singling him out partly because I have a photo of him dressed up to the proverbial nines – he collected another award for Glammy that evening, by the way – and partly because it feels like he is driving the policy towards brilliant engagement at the stadium.
I’ve not yet mentioned the 100 catering staff who were there on match-night last Friday, or the Activators, or the guys (players) signing autographs. Nor the rugby fellas, nor the receptionists battling with a failing phone system, never mind the folks whose job it is to actually organise and/or present the Glammy Show – those in Comms/Groundstaff etc. These people are all essential to the offer – the multiple award-winning offer that Glamorgan are making.
I aim to find out more about how things are decided; what the policy that I feel being played out so well looks like and where exactly it comes from. Meantimes I want to say a big thank you and an old-school-but-genuine congratulations to all those playing their part.