The Cheltenham Festival attracts more than 220,000 people to the town each year, providing a major boost to the local economy and marking one of the biggest weeks in the town’s calendar.
Horse trainer Mat Nicholls believes the festival is hugely important for the town and the businesses that rely on the event.
“Hugely important – economically and socially,” said Nicholls. “Those four days in March are massive for hotels, pubs and restaurants. It’s the biggest money-making period of the year for the town. The only real downside is the traffic.”
In recent years, ticket pricing and a drop in attendance have become talking points, but Nicholls believes a day at the races still represents good value.
“There’s a lot of unnecessary negativity on social media about prices. In reality, it’s no more expensive than football or cricket, and you get a full day’s entertainment.
“Accommodation is pricey, but that’s not the racecourse’s fault. Attendance is already improving and I expect it to be up again this year.”
Attracting younger crowds is also important for the sport, particularly as horse racing traditionally appeals to an older demographic.
“Very important,” Nicholls said. “Events like the New Year’s Day meeting drew a large, young crowd. If even a small percentage of them get hooked on racing, that’s great for the sport’s future. Racing has traditionally been a sport for older demographics, but that can change.”
Nicholls also believes younger fans bring a fresh energy to the festival atmosphere.
“Definitely. Sometimes they’re there mainly for the drink, which can detract a bit, but that happens everywhere — football, nightclubs, you name it. Overall, they bring energy, atmosphere and a huge boost to the economy. I’m all for it.”
