CEO of Cheltenham Racecourse, Guy Lavender is striving to increase the number of young racegoers attending Cheltenham Races. Lavender’s first port of call was making race days more affordable for students and young people. The introduction of a brand new membership for 18-25 year olds and over 60’s called “The Favourite” is a big step in the right direction to make racing more accessible.
“Price is really important, we need to make sure it stays accessible. We’ve introduced a membership called the favourite to make sure the price point is as low as it can be for young racegoers that want to attend all meetings. That’s £245 to come to everything, all season, including the festival.”
Embed from Getty ImagesThere’s been a shift in the style of entertainment offered, particularly for the festival, this is to ensure that young people attend the racing more frequently. The Guinness Village has been a staple of the meeting and it now offers live music once the racing has concluded. The party at the racecourse continues long after the last horse crosses the line.
“We need to create the right balance with the racing product itself, that’s really important I think. Its too easy to characterise that people are either interested in the after party or the racing, you need to do both well.”
“We need to deliver the best possible experience at the best possible price point. The feedback from members last year wasn’t very good. The facilities was overrun, people couldn’t get a chair and it was too busy. By capping the numbers and offering a membership that delivers value, that’s a better balance in our view and were certainly seeing members respond positively.”
Hopes are high for this season and there is a buzz amongst members and staff at the racecourse, the course is prepared and the new pricing should ensure racegoers get value for money whilst prioritising experience.
