After the demise of Joint/RWS, All Star's chief rival on the live circuit was Scott Conway's TWA (The Wrestling Alliance) promotion, founded as the Southeastern Wrestling Alliance in 1989. Many smaller British promoters were increasingly abandoning their British identity in favour of "WWF Tribute" shows, with British performers crudely imitating World Wrestling Federation stars. By the start of the 21st century, many of these tribute acts such as the "UK Undertaker" and "Big Red Machine" were headlining All Star shows. Conway began to promote his TWA as an alternative, featuring more serious wrestling (in much the same way as All Star had previously targeted Joint fans disaffected with Big Daddy).