A local cafe owner says his business sees an increase of up to 20% across race week as punters flock to the Green Coffee Machine opposite Cheltenham Spa station.
The Cheltenham Festival has been running since 1860, making the 2025 edition the 165th.
It has grown into one of the biggest horse racing events in the world, especially famous for the Gold Cup and the electric atmosphere brought by Irish and British racing fans.
As the Cheltenham Festival kicks into gear, local businesses brace for their busiest week of the year. For one coffee shop, it’s a well-rehearsed routine.
“It’s probably our busiest week of the year, there’s no doubt about it,” says Richard Coles, who has been serving racegoers at The Green Coffee Machine for over a decade.
“We’ve been doing it for a while now, so we’re pretty well rehearsed. We just work our way through it—no point rushing. We can only go as fast as the coffee machine lets us, is what I always say.”
Despite the festival’s continued popularity, the buzz in town has slightly diminished since the COVID-19 pandemic, with improved transport options taking foot traffic straight to the racecourse.
“Since the pandemic, it’s been a little quieter. The racecourse has improved transport, so people just jump on the buses from the train station instead of milling around town.
“Ticket prices have also gone up over the years, so more people are only coming for the odd day,” he explains.
“That being said, it is still our busiest week of the year.”
Preparation begins well in advance, with staff and suppliers gearing up for the influx of customers.
“I start thinking about the rota a month ahead, letting staff know there’ll be no real days off that week.
“Everyone needs to be on call and ready.
“I also speak to my suppliers in case I need extra stock, but to be honest, they already know what to expect for race week.”
While the festival brings a noticeable bump in sales, the impact depends on the weather.
“It’s about a 10-20% increase each day, but it’s very weather dependent. If its raining, people head straight to the racecourse. If it’s sunny, they take a walk-through town.
“Our record days are always during race week and Gold Cup day, though Wednesday tends to be the quietest.”
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For some businesses, the festival is a financial lifeline, but for this coffee shop, it’s just a bonus.
“Because of our location, we’re pretty busy all year round. I know for other places in Cheltenham, it’s the most important week of the year, but for us, it’s not a huge necessity.”
And while the atmosphere in town is electric, the owner himself is not much of a racing enthusiast.
“We get the odd tip from people coming in, sometimes even BBC tipsters doing a quick stop for the news.
“I used to go many years ago, but now I just place the odd bet—nothing major.”
As race week unfolds, the town’s businesses will once again navigate the annual surge of visitors, ensuring that caffeine-fuelled punters are ready for a day at the races.
