Gold Cup Day has arrived in Cheltenham, bringing the curtain down on another dramatic week at the Cheltenham Festival.
While attention today turns to the iconic Cheltenham Gold Cup the spectacle seen on the track is only part of the story. Behind the scenes, months of planning is used to prepare
For Cheltenham Borough Council, preparations begin long before the first horse lines up in March.
Council member Louie Krog says the scale of the event requires coordination with multiple agencies.
“Yeah, a quarter of a million people in town is a huge undertaking for the council, the police and other services,” Krog said.
“So, planning starts probably end of November time of the year and it goes all the way through.”
The council works closely with Gloucestershire law enforcement and local venues to prepare for the unique atmosphere the festival brings to the town.
“We work with the police on the various things, safety of women and girls, because we recognise the town feels different, the atmosphere in the town is different,” Krog explained.
“So, women and girls do feel a bit less safe in town that week.”
With tens of thousands attending the racecourse each day and thousands more filling pubs, hotels and restaurants across Cheltenham, safety planning extends far beyond the track itself.
“We work with our venues, door staff, we have a lot of emergency plans if there needs to be evacuation at the racecourse,” he added.
“So, there is a huge amount of multi-agency coordination and planning, strategically all the way down to the ground level operational side, huge undertaking. But we are well versed in keeping Cheltenham safe.”
The festival’s impact on residents remains varied. While the week is a highlight of the sporting calendar, it also places pressure on the town’s infrastructure.
“Yeah, it’s a mixed bag, some love it, some hate it, some stay out of town,” said Krog.
“But we try to support our residents and businesses through our campaigns around reducing antisocial behaviour, public urination, that type of stuff.”
As Cheltenham prepares to welcome visitors for the Cheltenham Festival (10–13 March 2026), the council and partners are working together to keep everyone safe. #CheltenhamFestival #CheltenhamRaces #Cheltenham2026 #KeepItClean #WarOnWee #LoveOurTurf pic.twitter.com/TCt8QbsVRF
— Cheltenham Borough Council (@CheltenhamBC) February 25, 2026
Initiatives such as the Love Our Turf campaign aim to tackle the less glamorous side of race week, encouraging visitors to respect the town while enjoying the celebrations.
Despite the challenges, the importance of the festival to Cheltenham’s economy is undeniable.
Hotels have been booked out for months, restaurants are packed and the town centre has buzzed with activity throughout the week.
“Yeah, the Festival is the biggest horse racing event in the country,” Krog said. “We recognise the huge economic benefits to the town, our hospitality sector, etc. So, it is important.”
Visitors travelling from across Britain and Ireland are a key part of that economic boost.
“We know that the Irish visitors spend a lot of money in Cheltenham, staying over, enjoying our hospitality, hotels, restaurants,” he added.
As Gold Cup Day unfolds, the crowds will once again fill the stands and streets of Cheltenham. For racegoers, the focus is firmly on the action over jumps.
But for the council and local services, the success of the week is measured not only by sporting drama, but by ensuring the festival remains safe and enjoyable for residents and visitors alike.
