Labour shows how it plans to win the ground war

The party reveals that it has recruited over 100 full-time organisers in key target seats, more than at any time in the 1997 election campaign.

One of the criticisms made of Labour over the summer was that the party was not battle-ready. While the Tories poached Barack Obama's former campaign manager Jim Messina to work alongside Lynton Crosby on election strategy, Miliband's MPs fretted as the party delayed naming a successor to Tom Watson as campaign co-ordinator.

Now, having appointed Douglas Alexander as chair of general election strategy, and Spencer Livermore, Gordon Brown's former director of strategy, as general election campaign director in the recent reshuffle, Labour is seeking to show that it is on a "war footing". 

At an all-staff conference tomorrow, Alexander and Livermore will deliver a joint presentation on "election strategy and structures" and will explain "how the party will now be organised around a structure of seven taskforces in an election war room." This will include a "strengthened Attack and Rebuttal Unit and a Digital Taskforce".  The conference will be opened by general secretary Iain McNicol followed by a Miliband speech and Q&A.

Judging by the early extracts released by Labour, Miliband will emphasise the message that he delivered at today's PMQs: that the Tories' U-turn on payday lending marked "an intellectual collapse of their position". Here's the key passage:  

Two months ago, David Cameron and George Osborne were warning that a Labour Party that wanted to fix broken markets and build an economy which works for working people was flirting with communism and being inspired by Das Kapital.

This week, George Osborne has finally followed our lead on pay day lending and declared, with a straight face, that he now believes markets must be made to work for people, even while he and David Cameron still refuse to take on the big six energy companies.

So be in no doubt: we are winning the battle of ideas, the Tories have no answers. They will always stand up for the privileged few.

But while seeking to show how it's making the intellectual running, Labour will also point to its plans to win the ground war. The party has revealed today that it has already recruited over 100 full-time organisers in key target seats, more than the number achieved at the height of the 1997 election campaign. 

Optimistic Labourites and pessimistic Tories have long cited the party's superior ground game as one reason why it is likely to win in 2015. One shadow cabinet minister recently told me that Labour's strength in this area helped it to win "a 1992-style share of seats on a 1983-style share of the vote" at the last election. The party currently has 187,537 members, significantly more than the Tories' 134,000, a stat which prompted political and campaign communications head Michael Dugher to remark recently: "Labour still has its historic competitive advantage – people. Tory party membership is dying on its arse and no one is joining the Liberal Democrats."

Conscious of this gap, Grant Shapps has written to every Tory MP asking them to increase the average number of Conservative members per constituency from 0.5% of Tory voters to 3% (something that would increase the party's total membership to 800,000). But barring a dramatic transformation, Labour can be confident that it will retain its ground advantage right up to May 2015. 

Ed Miliband speaks at the Labour conference in Brighton earlier this year. Photograph: Getty Images.

George Eaton is political editor of the New Statesman.

Photo: Popperfoto
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How the Oval regained its shape: the famous cricket ground hosts its 100th Test

The challenge for Surrey is to ensure that the new fans drawn to the stadium in recent years keep coming.

Few stadiums have as rich a sporting history as the Oval. After opening its gates in 1845, it hosted England’s first home football international, the first FA Cup final, and Ireland’s inaugural rugby Test.

Though it took 35 years before a cricket Test match – the first ever in England – was played at the ground in Kennington, south London, it was worth waiting for. WG Grace scored 152 runs, setting the tone for many memorable performances  at the Oval. Among the highlights: Len Hutton’s 364 in 1938, still the highest Test score by an England batsman; Viv Richards’s double century and Michael Holding’s 14 wickets for the West Indies before an ecstatic crowd in 1976; England’s Ashes-clinching match in 2005, when a skunk-haired Kevin Pietersen thrashed the Australian attack.

But just five years later, in 2010, the Oval and its host club Surrey were in a bad way. For the first time since 1986, the first day of the annual Oval Test was not a sell-out, and attendances for county games were down. Finances were so stretched that Surrey made a dozen administrative staff redundant, and there was talk of insolvency. The club, which is owned by its 10,000 members and is a tenant of the Duchy of Cornwall, was “very close to a substantial crisis”, Paul Sheldon, then chief executive, said at the time.

Today that seems far away. On 27 July, the Oval hosted its 100th Test, the third match of the series between England and South Africa. The first day was sold out. And Surrey are now the richest first-class county, with £12m of reserves. In 2019, work will begin on a redevelopment scheme that will increase the Oval’s capacity from 25,000 to 40,000, making it the biggest cricket ground in England. (Lord’s, the Oval’s more illustrious rival, can seat 28,000 people.)

“We are in a good place,” said Richard Gould, the current chief executive, one recent afternoon in his grandstand office overlooking the pitch, where a big group of local schoolchildren ran around in the sun.

How did the Oval regain its shape? Gould, whose father Bobby played football for Arsenal and was manager of Wimbledon when the team won the FA Cup in 1988, lists several factors. The first is a greater focus on non-cricketing revenue, taking advantage of the club’s historic facilities. In 2011, when Gould joined Surrey after stints at Bristol City football and Somerset cricket clubs, revenue from corporate events and conferences was £1.3m. This year the projected income is £4.6m.

The second factor is the surge in popularity of the T20 competition played by the 18 first class counties in England and Wales. Unlike Tests, which last for five days, a T20 Blast match takes just three hours. The frenetic format has attracted many people to games who have never previously followed cricket. Surrey, which like Lord’s-based Middlesex have the advantage of being in London, have been especially successful in marketing its home games. Advance sell-outs are common. Surrey reckon they will account for one in six T20 tickets bought in the UK this season, with gate receipts of £4m, four times more than in 2010.

Whereas Test and even one-day international spectators tend to be regulars – and male – Gould estimates that up to 70 per cent of those who attend T20 games at the Oval are first-timers. Women, and children under 16, typically constitute a quarter of the crowd, a higher percentage than at football and rugby matches and a healthy trend for the game and the club.

The strong domestic T20 sales encouraged the Oval’s management to focus more on the county than on the national team. Until a few years ago, Surrey never seriously marketed its own merchandise, unlike professional football clubs, which have done so successfully for decades.

“When I came here, everything around the ground was focused on England,” Gould said. “We needed to put our team first. In the past, county cricket did not make you money. With T20, there’s a commercial business case.”

To raise its profile and pull in the crowds, Surrey have signed some of the biggest international stars in recent years, including Australia’s Ricky Ponting, South Africa’s Hashim Amla, Sri Lanka’s Kumar Sangakkara and Kevin Pietersen, who is now mainly a T20 franchise player. For the players, as with the counties, it’s where the money is.

The challenge for Surrey is to ensure that the new fans drawn to the Oval in recent years keep coming. In common with many businesses today, customer data is crucial. The club has 375,000 names on its marketing database, of which 160,000 are Surrey supporters. But since the average T20 purchaser buys six tickets, many people who attend games at the Oval remain unknown to the club. One way Surrey are trying to identify them is through a service that allows one person to book tickets for a group of friends, who then each pay the club directly. Another method is through offering free, fast Wi-Fi at the ground, which anyone can use as long as they register their email address.

For all the focus on T20, Gould is keen to stress that England internationals, especially Test matches, are a crucial part of the Oval’s future – even if the business model may have to be tweaked.

“We always want to be one of the main Test venues. The problem we have is: will countries still put aside enough time to come to play Tests here? In many countries domestic T20 now takes precedence over international cricket. It may be that we may have to start to pay countries to play at the Oval.” 

Xan Rice is Features Editor at the New Statesman.

This article first appeared in the 27 July 2017 issue of the New Statesman, Summer double issue