Pleased to see there’s been a reasonable lump of coverage for the All Stars Project over recent weeks; it really is significant, I think. Certainly in terms of bringing the precious ‘new families’ that we’ve heard so much about, into the game. Whatever we may think of, or read into that apparently central plank of the ECB strategy, All Stars has delivered strong numbers, for our sport: in Wales, 3,505 sign-ups over 118 centres.
A twitter-friend of mine and cricket-writer (Rob Johnston) wondered whether the project might indeed be more important than The Hundred? Interesting thought.
Whether you load that thought up with political/philosophical vitriol around the depth or quality of experience and the implications for Everything Else… is up to you. I want to keep this simple – or rather to leave you with a restoratively uncluttered message – that All Stars has been, will be, is really, really good. It’s All Stars I want to talk about, in the end.
You may know that much of the thinking behind All Stars came from a) large, hairy and fearless market research b) Australia. A particular bloke name of Dwyer was drafted in to brutally challenge the status quo and deliver a new vision. (Actually the first bit of that is untrue: he did brutally challenge but that was not necessarily the brief. Interestingly, possibly fascinatingly for those suspicious of the current direction of travel, Dwyer left – I believe before his contract was up).
It’s important, at the outset, in the wider context of so much controversy and opinion, that All Stars is recognised as merely a part of the whole re-invention of the Cricket Offer: part of Cricket Unleashed, part of the warp-factor-ten departure into the unknown. Theoretically and I think in reality, AS does have stand-alone qualities – the specific age-group, the immediacy, the impact of kitted-out kids – but it would surely be unwise to imagine it travelling radically solo. It’s not.
All Stars exists in and because of the context of more opportunities for girls and women. In the context of ‘community’ activity and retention projects for those teens drifting from the game. In the context of City Cricket/The Hundred.
I’m not wading in to the relative value, wisdom or centrality of any of these other things now: most of us have lived off those arguments for the last year. Instead I’m going to try to say why All Stars is pretty ace: in a bullet-point or two.
- The prequel. Noting that All Stars has been generally supported by 4-6 weeks cricket-based activity in local Primary Schools, aimed at enthusing kids for the game (via the outstanding Chance to Shine curriculum) before offering that link to AS in clubs. Part of the generally impressive #joinedupthinking. But back to the activity proper…
- It’s ace value. Despite blokes like me fearing that £40 was going to feel too much for most parents down our way, AS is undeniably good value – and parents forked out. The kids get kit worth about £20 and eight typically well-run, skilfully-themed sessions (which tend to be an absolute blast, for kids and coach alike). Those people still weirdly imagining this is an earner for the ECB need to get a grip, to be honest: it’s a massive investment in change and development, not at all – certainly in the short term – an ‘earner’. Costs have been set at a minimum, I imagine: of course there are some families who will regrettably be put off by the £40… but very few… and some clubs will underwrite that, if necessary.
- The actual sessions are ver-ry cute – in a really good way. This has not been flung together. The target age-group (5-8, boys and girls) is guided through an hour or more (generally more) of movement, games and skills; the time fizzes and charges as much as the children do. It’s infectious and purposeful and liberating in a way that the three letters F.U.N. cannot do justice to: and yet it is precisely that – naive, anarchic, noisy, edgy fun. Brilliantly so, in my experience.
- The quality of enjoyment thing. I may be repeating myself but what I saw, as an Activator and coach, was ace to the point of affecting – and I am clear most parents felt that too.
- The family thing – 1. Okay, so if one of the key aspirations for the whole ECB cricket-makeover is to ‘burst the bubble’ in which cricket sits, vis-a-vis who knows, plays and gets the game, then obviously All Stars sits comfortably within that. The target group is children still finding stuff. Plainly, the ECB would be grateful if some of these children – perhaps the majority – emerge from non-cricketing families. That’s happening. Because of skilful marketing, smart imagery, the ‘non-threatening’, non-technical nature of the offer. Headline figures for AS in Wales last year suggested 71% coming from a non-cricketing background… which is not far short of phenomenal. I’m hearing also – also significantly – that around 35% of our Wales 2018 All Stars are girls.
- The family thing – 2. Activators (i.e. those who led the AS sessions) were trained to encourage parents to take part. In fact a key part of the marketing whole was this idea that families might reclaim a special hour of family time through participating (at a level they were comfortable with). This interaction with non-qualified agents – hah! Mums, dads!! – was rightly to be gently monitored by the Activator, but opened up a new dimension to the proceedings. Our sessions started with family members ‘warming up’ their All Star; often mums or dads or siblings stayed involved, offering practical help and encouragement. This cuts right across the traditional practice of Level 2 Coaches ‘running things’. I am not remotely looking to undermine that practice or the quality thereof when I say that in my experience the active support of family members was not only essential in practical terms but absolutely key to the feel and the enjoyment of our sessions. I soon gathered five or six sub-Activators who were lovely, intelligent, generous, capable people and I hope and expect that they may support the project – and what is now their club! – next year. This ‘loosening-up’ was done by design, in the knowledge that it might/should work at this age-group; it did.
- The gentle prod thing. Did you know you can pre-register for AS 2019? You can.
Finally, something minor-league weird. I am still wearing a rather faded rubber bangle – the kind we were giving out in schools during the Chance to Shine sessions which preceded our signposting of kids over to All Stars Cricket. I am still wearing it… since April, maybe?
This may mean something worrying about absence of a life in my life, but maybe only if we overthink stuff, eh? I’m not wistfully stroking it or anything. It’s just still there. It says ALL STARS CRICKET and ALLSTARSCRICKET.CO.UK.
I think of our sessions at Llanrhian CC and how crazy-but-happy the kids were… and how wonderful the families were… and how blessed we all were, with that sun. So I guess that’s the explanation? If we need one?