Cheltenham CEO on Guinness prices, reducing Festival crowd capacity, ticket prices & more

Описание: Cheltenham Racecourse has announced a series of further enhancements to the customer experience ahead of the 2025/26 season and the Cheltenham Festival in March.
The improvements include follow a number of successful changes introduced last year and for the 2025 Festival.

Guy Lavender joined The Jockey Club as Chief Executive of Cheltenham Racecourse in January of this year and, having experienced his first Festival at the helm in March, oversaw a further review of the event at the end of last season.

Sharing his long-term plan for the Home of Jump Racing and outlining the changes announced on Tuesday, Lavender said: “We were pleased with the changes which were implemented last season and were generally very well received, both in terms of the race programme and customer experience.

“We said when these changes were announced that this is a process of evolution and not revolution and that we would sit down at the end of the season to look at where we can continue to make improvements.

“We were always very clear that the success of the 2025 Festival would not be determined by attendance, but by the experience we provided for our racegoers. We received some incredibly positive feedback from this year’s event which demonstrated that the changes we had made had worked and we are hugely encouraged by the ticket sales we have seen for next year’s Festival already.

“I have a clear view that the future should be built around a commitment to delivering world class racing at a world class venue and ensuring The Festival remains one of the standout events in the British sporting calendar.

“Cheltenham is the jewel in the crown of Jump racing, and we want racegoers to feel they are stepping into somewhere truly special from the moment that they arrive. That is why over the coming seasons we’ll explore everything from racecourse layout, our enclosure structure and membership offerings, to hospitality and food and beverage options.

“The changes announced today mark another meaningful step forward, but it is always important to listen to your customers and evolve, and I can guarantee that there will be further changes for 2027.”
Lavender explained that, while Tuesday's announcement relates solely to the experience off the track, the race programme for next year’s Cheltenham Festival remains under review.

He added: “Today is all about what we are doing for our racegoers this season and the changes being made to improve their experience and their enjoyment of our events.

“We made a number of changes to the race programme for this year’s Festival and we were really pleased with the results. While we won’t be making any significant changes to the racing itself next March, we are currently still reviewing certain elements and if any tweaks are made we will communicate those as soon as possible.”

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