Ladies Day returns to Cheltenham as organisers try to win back punters after lowest attendance in 30 years
Ladies’ Day returns to the Cheltenham Festival on Wednesday after a five-year absence, with bosses aiming to boost numbers on the week-long event’s lowest-attended day.
CEO Guy Lavender, appointed last year, did not comment on the “woke” moves triggered by the day’s later resale as unisex Style Wednesday 2024.
But after last year’s attendance fell to its lowest in 30 years, he conceded this was the day with “the most opportunity for growth”.
Last year, the Jockey Club, which owns the racetrack, decided to revive Ladies’ Day following a review and figures released on the eve of the event suggest it was a good move.
Advance purchases of tickets for that day showed that 33 percent of ticket buyers were women; This rate was 25 percent last year. The Jockey Club said this was thanks to a campaign aimed at attracting more women to the festival.
This situation was also reflected on the terrace; Both men and women welcomed the return of the traditional event; This is one of a number of changes including a reduction in beer prices and allowing people to move freely around the venue with a drink.
“They should never have changed it to something else, we’re not waking up. It’s a good move for the racetrack,” said racing fan Kim Stretton-Pow, who has been attending the festival for decades.
Among those to condemn the name change was former sports minister and current Reform UK member Nadine Dorries, who described it as a “woke nod”.
On the day, more than £10,000 will be awarded to the best dressed individual, duo and group as part of the Style Awards. There will also be a special Women’s Day zone with live music and entertainment.
Former jockey Rachael Blackmore was appointed “Chair of Women’s Day” last year and has run her campaign across the country to encourage more women to attend Cheltenham.
Ms Blackmore, who retired last year, said: “It’s great to see more women deciding to take part in Women’s Day this year. It’s great to see the numbers go from 25 per cent to 33 per cent and hopefully it’s something that will continue to grow.”
Mr Lavendar said: “We wanted to make Women’s Day a warm and exciting event for everyone and the response we saw was incredibly encouraging.”
Women’s Day follows the inaugural Champion Day, where attendance increased by three per cent from 55,492 to 57,242 last year. Those who had fun told Independent He stated that they welcomed the changes made.
Attendance for Style Wednesday last year was 41,949, the lowest festival crowd since 1993.
