Chester to offer £10 tickets next year in bid to boost racecourse attendances

Chester racecourse has responded to the cost of living crisis by offering a new £10 ticket for next year's fixtures.

The track decided to freeze or reduce prices for its main enclosures in 2023 as well as offering an enhanced £10 'Roodee' ticket, which grants access to the open course and Dee Stand.

British consumer spending grew last month at a rate that lagged far behind inflation, according to two surveys, underlining the risk of recession and increased pressure on people's discretionary spend.

Louise Stewart, chief executive of the track's owner Chester Race Company, said: "It's going to be a challenging year with costs going up for every business, but we don't feel we can pass that on to our customers directly.

"We've held entry at £10 for the open course and enhanced it further by combining the open course and Dee Stand. It means racegoers will have access to the open course at the centre of the track and the stands' side for enhanced race viewing at all fixtures next season.

"We've also frozen our County concourse ticket prices and reduced our Tatts tickets, so you can have access to the paddock area from just £20.

"In addition, we're working on a project to enhance value in the areas, including adding more cover, seating and food and beverage offerings."

Jonjo Sanderson, the chief executive of Wetherby racecourse, described freezing ticket prices as the "right thing to do".

Sanderson reported strong sales of hospitality and restaurant packages, and also outlined plans to freeze prices heading into 2023.

Wetherby: officials plan to freeze prices heading into 2023Credit: Edward Whitaker

"Our sales between now and Christmas are strong in terms of hospitality and restaurant packages," he said. "We've sold out some meetings but we'll have to see how the general admissions pan out.

"Our expectation is we'll probably see a slight reduction in crowds. The cost of living crisis is going to pinch and therefore we have to brace ourselves. We've held our prices again for this season and through into 2023, which a lot of leisure facilities have also done.

"It feels like the right thing to do, even though we're being subjected to increased utility and fuel bills. Everything is going up but it doesn't feel right to pass that cost on to our loyal customers at the moment."

The track will stage its two-day Charlie Hall Chase meeting on October 28-29, and Sanderson said: "Tickets are selling steadily. We've got the same sort of deals in place, which we hope will entice a few people. We'll have a better steer on crowds in the coming weeks."

Phil Bell, executive director at Chepstow and Ffos Las, already emphasised the need for tracks to innovate to improve attendances.

This year, Newbury will launch a Christmas carnival in the centre of the track and racegoers attending its fixtures between November 25 and January 2, including its Coral Gold Cup meeting, get access.

In a statement, the track said: "We're very aware of the rising costs of living and are looking carefully at our pricing plans for next year to ensure we're providing customers with good value for money.

"The more prestigious meetings such as the Coral Gold Cup are selling well and we're particularly excited about the launch of the Great Christmas Carnival here in the centre of the track between the end of November and the start of January. Any racegoers for the four fixtures it falls within will have complimentary access as part of their racing ticket, which we think offers great value."

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