The ECB’s ‘Dynamic Duo’ of junior programmes – All Stars and Dynamos – are proving to be big successes in many Warwickshire cricket clubs. This week the Warwickshire Cricket Board is celebrating a landmark of having 3,000 children enrolled on All Stars and Dynamos programmes across the county.
The feedback from our clubs is that the two programmes for primary-aged children provide a wide range of benefits to the clubs themselves. As we emerge from lockdown, the advantages to children and families of being active and playing sport are well known. What we talk about less, however, are the benefits to the cricket clubs who run All Stars and Dynamos programmes.
All Stars has been running at cricket clubs for five seasons, but Dynamos is new this year and the positive feedback from clubs is that they see Dynamos providing a valuable vehicle for clubs to transition young players into junior age group cricket. This expectation has led to 43 cricket clubs in Warwickshire signing up to deliver the Dynamos programme in its first year.
Junior cricket at clubs varies hugely. Some clubs already have a thriving junior section on a Friday evening, others are still trying to build up their junior offering. What all clubs have in common with All Stars and Dynamos, however, is an annual influx of children who are new to cricket having been recruited as a result of the ECB’s central marketing, advertising and recruitment in schools. The reach of the ECB’s marketing and branding means many of these children would not have enrolled on a cricket programme otherwise.
Other benefits to clubs range from increased bar takings and other revenue streams like BBQs, to increased membership numbers, retention, community links – and of course that priceless ‘Friday night feel-good factor’. Matthew Chapman at Exhall & Wixford makes this final point perfectly when he says, “The excitement and energy at the ground on a Friday night with all the children is just fabulous.”
The WCB team talked to representatives from some of the Warwickshire clubs participating in All Stars (ages 5-8) and Dynamos (ages 8-11) to hear how their clubs are benefitting from running these junior programmes. The team are grateful to Estelle Gardiner from Studley CC and Matthew Chapman from Exhall & Wixford CC for their time and insight.
Revenues
Although the clubs don’t make a great deal of money from operating the programmes themselves, once coaching costs have been accounted for, there are still considerable financial benefits to clubs from running All Stars and Dynamos. Increased bar takings are an obvious benefit, particularly at those clubs running these junior programmes on a Friday night. Matthew Chapman at Exhall & Wixford CC estimates that before the pandemic bar takings were up in excess of £400 on a Friday night. At Studley CC, Estelle Gardiner says bar income was up 50% on All Stars nights. It is hoped that revenues continue to grow once Covid related restrictions are lifted.
Many clubs also benefit from further income in sales of food from BBQs and local food trucks. Inviting local food businesses to the club is also a welcome boost for the local economy. With clubs being busier, sponsorship opportunities also become more attractive, which in turn brings more revenue into the club.
Membership
Feedback from clubs participating in the All Stars and Dynamos programmes is that the effect on membership numbers is overwhelmingly positive. Approaches to membership differ from club to club. Some clubs encourage All Stars and Dynamos parents to join as paid members and enjoy the other benefits of membership, for example access to the club at other times and members’ bar rates. Other clubs, such as Studley CC, give a free family social club membership to All Stars & Dynamos parents. Estelle Gardiner from Studley CC reports their approach has led to more trade on other days and an increase in forward function room bookings (when functions are permitted again).
Participation and retention
“The biggest benefit is retention,” says Matthew Chapman. His experience at Exhall & Wixford is that retention from the All Stars programme has been hugely beneficial to the club. In the short term, 24 of the 26 children registered for All Stars in 2020 returned in 2021, either as All Stars or Dynamos. Numbers grew and hit capacity of 48 All Stars and 28 Dynamos back in April this year.
Looking further forward, many participants in junior programmes continue into hardball cricket in age group teams. It’s too early yet to put any figures on this, as All Stars hasn’t been running long enough, but the experience at Exhall & Wixford is that significant numbers of the children who played Kwik Cricket at the club at primary school age have gone on to play hardball cricket with them. Their expectations from All Stars and Dynamos graduates are even higher. With numbers of girls and boys on these programmes almost equal, the signs are positive for the girls and women’s game too.
Parents’ perspective
Matthew Chapman tells us, “Parents love it too as it gives them a chance to socialise with other parents for an hour and a welcome break.” For some parents, however, their involvement goes further than contributing to healthy bar takings and a great atmosphere. Matthew continues, “We’ve also seen some of the parents re-engage with the club by starting to play senior matches again.” This increased participation in adult cricket from All Stars and Dynamos parents is a very welcome outcome for many cricket clubs. No doubt some of these parents are looking forward to the day when their child, long graduated from All Stars and Dynamos, takes to the pitch with them side by side in an adult team.
Community links
Successful All Stars and Dynamos nights can put cricket clubs at the heart of their community. It’s not just the opportunity for local families to get together in a safe and fun environment, with the children being active while their parents have an opportunity to socialise. The links go much further, with local food trucks and catering businesses benefiting too. Contacts with local schools are also important. At Exhall & Wixford, their All Stars come from ten different primary schools, their Dynamos from seven schools.
Club atmosphere
This is the jewel in the crown for a lot of clubs, as far as the All Stars & Dynamos programmes are concerned. “Friday nights are buzzing,” Estelle Gardiner reports; sentiments echoed by Matthew Chapman at Exhall & Wixford. After such a difficult time for everyone during the pandemic, it’s great to see cricket clubs busy, vibrant and full of families from their communities. The Dynamic Duo of All Stars and Dynamos have become welcome friends to many cricket clubs. We are all watching expectantly to see how these important programmes continue to deliver benefits for cricket clubs, for cricket generally in Warwickshire, as well as the children and families participating in them.
