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Derbyshire County Cricket Club Strategy

Another chance to take a look at Derbyshire County Cricket Club's strategic six-point plan with the aim of inspiring ambition and purpose by promoting cricket in Derbyshire.

Highlights of the ambitious plans include a potential £2.5million development of the County Ground and the formation of a Management Board encompassing the requisite skills to take the Club forward.

Chief Executive Simon Storey said: “The aim of this six-point strategy is to deliver cricketing success supported by long-term business sustainability and financial security. It builds on the nine-point cricket strategy announced by Chairman Chris Grant in July 2011.

“Our primary objective as an off-the-field team is to engage effectively with sponsors, members, supporters, conference customers and the wider community of Derbyshire.

“The more effectively we achieve this objective, the greater our position will be to support and sustain a successful team on the field.

“We will also continue to work in close alignment with the Derbyshire Cricket Board to ensure a coherent strategy from playground to County Ground.”

Chairman Chris Grant added: “The nine-point cricketing strategy announced in 2011 gave our cricket an important injection of purpose and direction.

“We started to reap the benefits with LV= County Championship promotion as champions last season and we will continue to embrace the strategy as we aim to make further strides in the future.

“Every successful team in professional sport needs a strong business model to support it. This six-point plan ensures that we now have a similarly robust blueprint to follow off-the-field and the two strategies will work hand-in-hand to create a successful future for cricket in Derbyshire.”

Cricketing Success

The implementation of the Club’s nine-point future cricket strategy continues following the recent landmark signing of World Number Two Test batsman, Shivnarine Chanderpaul.

With four home grown players performing prominent roles in the recent LV= County Championship title success, the policy of backing home-grown talent is beginning to pay dividends.

Established members of the first team and emerging young cricketers, meanwhile, have signed long-term contracts.

The specialist coaching fund has been utilised to secure the services of David Houghton as a Specialist Batting Coach as well as funding visits for developing cricketers to the Darren Lehmann Cricket Academy in Adelaide, Australia, and specialist spin bowling clinics in the sub-continent. Assistance to young players in the shape of education and financial guidance is also in place.

The 9:2 ratio of England qualified cricketers by 2013 will be achieved during the forthcoming season and first team players are continuing to aid the development of age group and Academy cricketers with contracted hours of coaching.

Outstanding Customer Experience

The Club is planning a £2.5 million redevelopment of the County Ground funded in partnership with the England & Wales Cricket Board and Derby City Council. Subject to meeting criteria and receiving appropriate approvals, work is anticipated for completion ahead of the 2014 season.

With the target of becoming a contender for hosting World Cup cricket in 2019, the prospective ground development would mean improved facilities for members, supporters and corporate customers as well as providing greater access for community use and increased flexibility for non-cricket events.

Engaged and Loyal supporters

Derbyshire will utilise engaging marketing strategies and excellent media partnerships to target a steady and sustainable growth in supporter base.

Membership for the 2013 season is currently 103% ahead of 12 months ago and an increase on the total figure for 2012 is already secured.

The member-get-member Ambassador initiative, providing a cash-back incentive for current members to assist with recruitment, continues to drive a healthy influx of new and returning members ahead of the new season. The newly inaugurated Six Pack ticket, offering any six matches for £55, is also proving to be a popular addition as supporters continue to vote with their feet in support of Division One cricket in 2013.

Focus between now and April remains upon Membership recruitment before attentions revert to the Friends Life t20 campaign of June/July where an Ashes year and a football tournament free summer bode well for atmosphere and attendances

Community Involvement

The Club has entered an official partnership with the Derbyshire Cricket Board under the umbrella of Cricket Derbyshire which will ensure a consistent approach to promoting cricket from playground to the County Ground; from recreational cricket through to the professional game.

Work is, therefore, continuing to increase both adult and junior participation in cricket throughout the county and a specific management role will be created to coordinate community activity under the Cricket Derbyshire umbrella.

A united Cricket Derbyshire recently pioneered positive talks with Derby City Council towards a solution for maintaining council cricket facilities in the City of Derby. And steps have been taken towards building bridges with under-represented communities within the City and wider County.

A positive response, meanwhile, has been obtained to several new initiatives rewarding recreational cricketers and volunteers.

Financial Stability

The Club is set to announce a modest profit for the year 2012 despite the challenges of a wet summer and the current economic climate.

Derbyshire CCC is also in the enviable position of being debt free and it will continue to build towards a stable financial future by developing new and existing partnerships with local businesses.

A groundbreaking Academy partnership with the University of Derby, for example, has recently been announced as well as a major Friends Life t20 shirt sponsorship deal with

The Club’s 1870 Business Club, with a remit to raise the profile of all member companies through an individually tailored combination of hospitality, branding and networking opportunities, has already secured over 40 members with recruitment continuing between now and the start of the new season.

Strong Corporate Governance

The future sustainable success of the Club rests on the introduction of a stronger and more efficient model of corporate governance.

The Club’s General Committee has voted in favour of a model similar to that used by mutual Building Societies where there is an elected and voluntary Board of Directors comprising individuals with the specific skills and experiences required to help run the business. Three appointed executives from the Club’s staff would reinforce this board: Chief Executive, Head Coach & Finance Manager.

To encourage greater engagement and dialogue with members, it is also intended to have members’ representative roles covering various geographical sections of the county.

This model of governance is subject to approval by the Club’s Membership and the General Committee is keen to assure Members that they would retain their full voting rights and ownership of the Club under the new proposals.

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