'Value for money' key to Cheltenham changes to improve customer experience - but price of Guinness rises

Package deals, a new park and ride system and upgraded bar facilities are among several changes announced by the Jockey Club on Thursday to ensure racegoers at the Cheltenham Festival receive better value for money and that the experience "not only meets but exceeds expectations".

There was a drop in attendance at this year's festival, with a notable low of 46,771 on Wednesday, down from 50,387 in 2023 and 64,431 in 2022. A sellout Gold Cup day crowd of 69,129 contributed to a total attendance figure for the festival of 229,999, down from 240,603 the previous year.

The expense of attending the festival, including the cost of accommodation, was cited as a major factor behind the decline. After a review of the event, several initiatives will be introduced to try to offer customers greater value for money, with ticket prices already frozen at the 2024 levels.

Racegoers buying a ticket for any of the four days will be given a 20 per cent discount on tickets purchased for other days of the event, with the exception of Gold Cup day. Groups of six can save ten per cent when booking together, a discount previously offered to groups of 15.

On course, the Jockey Club has promised more course-facing areas to help ease queues, upgraded bar facilities to offer more indoor seating and hot and cold meal deals, although the price of a pint of Guinness will rise 30p to £7.80.

The expense of attending the festival, including the cost of accommodation, was cited as a major factor behind this year's decline in attendancesCredit: Patrick McCann (racingpost.com/photos)

As announced this month, the Jockey Club and Cheltenham will also partner with sports tour operator Venatour Racing to offer discounted packages including tickets, hotels and travel under the banner of 'Room To Race' to combat the rising cost of accommodation in the town.

To improve the experience of travelling to and from the racecourse, the Jockey Club will provide more plastic hard-standing in the car park to avoid a repeat of the problems some racegoers experienced due to the wet conditions this year, while a new park and ride system is set to be launched within easy access of Cheltenham. The Jockey Club has also partnered with National Express to offer travel to the track from 20 pick-up locations.

"We understand that when people are paying to attend premium events they expect a premium experience and that has been at the front of our minds when committing to significant investment to improve our car parks, launching a park and ride system and offering more course-facing areas to enjoy a drink while watching the racing," said Ian Renton, Cheltenham's managing director.

“We also know that, at a time when we're all impacted by the rising cost of living, value is more important than ever. That’s why we've looked carefully at discounts to racegoers for multi-day packages, food and drink and even working hard to find solutions to the increasing cost of accommodation through our partnership with Venatour Racing."

On the changes to the festival more broadly, which include adjustments to the race programme, Renton added: "As with any event of this size, it is never possible to make changes which are welcomed by everyone. However, we have prioritised listening to our racegoers to put them and their experiences at the heart of the festival, with the ultimate goal of delivering something that not only meets but exceeds expectations."

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