Cheltenham Racecourse is aiming to reverse a recent decline in attendance at its prestigious Festival by introducing a range of improvements aimed at enhancing the racegoer experience. Among the key changes for the upcoming season are reduced prices on drinks, including a 30p cut on a pint of Guinness, as well as the return of Ladies Day, which has been absent since 2019.
The second day of next year’s festival, set for March 11, will be rebranded as Ladies Day in an effort to boost attendance, following a sharp drop in spectators in recent years. The 2025 event will also see a reduction in capacity across all four days, designed to offer a more comfortable and enjoyable experience for attendees.
In addition to these measures, Cheltenham will enhance the audiovisual experience with upgraded public-address systems and improved big-screen content. These upgrades are part of a broader strategy to modernize the track’s facilities and cater to a wider audience, both in terms of entertainment and value for money.
One of the more notable changes is the addition of a covered food court in the tented village. This will provide much-needed shelter during rainy days, ensuring racegoers can enjoy the full festival experience, no matter the weather. Furthermore, in response to previous feedback, Cheltenham has removed all drink restrictions in the Club enclosure, allowing greater freedom for patrons.
The racecourse is also making a shift in its beverage offerings, with prosecco now available at the bars alongside champagne, giving guests more affordable celebratory options. This, alongside reduced drink prices, is aimed at improving the value proposition for festival-goers who have faced rising costs in recent years.
These changes come after the appointment of Guy Lavender as the racecourse’s new CEO, who has spearheaded several initiatives aimed at improving customer satisfaction and bringing the festival back to its former glory. Lavender emphasized that the success of the 2025 Festival will not solely be judged by attendance numbers, but by the overall experience offered to guests. Early ticket sales for the event have been encouraging, indicating a positive response to the adjustments made thus far.
Tickets for next year’s festival are currently available at discounted early bird rates, with prices rising after December 4. With these enhancements and a renewed focus on value for money, Cheltenham is hoping to welcome back more racegoers for an unforgettable Festival experience.
