‘We’ve got our Cheltenham back’: Rejoicing crowds give new-look festival seal of approval on opening day
The winter sun was shining brightly, albeit briefly, at the start of the Cheltenham Festival, the highlight of the show jumping season.
More than 57,000 racing fans, from binocular-wielding racing enthusiasts to town hipsters, packed into this corner of the Cotswolds, with opening day attendance up three per cent on last year.
The excitement of the smiling crowd entering Prestbury Park, many of whom had arrived after a six-hour trial journey from Ireland, was palpable and as the first race got under way – greeted, of course, by the exciting roar of Cheltenham – the consensus on the terraces was that the festival was back in its prime.
Following the 2020 controversy in which large crowds were blamed for spreading Covid, followed by price rises and crowds jamming on Gold Cup day, there was a sense among some that the festival had lost its way.
But this year the changes, including a capping attendance of 66,000 and redesigning outdoor drinking areas, have been warmly welcomed; just as the clouds above, although threatening, never triggered the expected downpour at the hearings.
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“Those boys who went to Benidorm [people watching Cheltenham on television]“Don’t tell them but we got our Cheltenham back,” said Craig Jones.
The 41-year-old quantity surveyor was standing in the Guinness Village, where pints of the “black stuff” along with beer and cider have been reduced by 30 per cent this year to match 2022 prices.
Prosecco was also served for the first time as an alternative to the £32 champagne flutes on offer.
Also new this year is a huge tent area called “The Retreat”, which features a DJ, self-service bars and food outlets. Drinking restrictions have been relaxed at Club Enclosed, meaning punters don’t have to rush pints to get in and out trackside.
Mr Jones, who is “voting with his feet” when he stops coming to Cheltenham after 2023, said: “I didn’t like paying so much to get in when it was so busy. You’d be queuing for a long time to get a drink and when you had one you had to be careful not to fall over.”
“It’s better now. There’s space, there’s no queues and it’s been a really good atmosphere so far, a good dynamic of race fans and people staying here all day long.”
Tom Robinson, who came to the opening day with 20 others from Melksham, Wiltshire, agreed.
“This year feels good,” the 38-year-old said. “We acknowledge the money situation; it’s a prominent theme in the calendar and you save all year for it, so for me it’s a bit of a no-brainer – but the numbers this year are good. I’ve been here when it was very busy and that can take away from the experience, but today is just the way it is.”
His brother Miles Robinson, 35, added: “The easing of liquor restrictions makes the festival more accessible and you don’t have to be drunk to rush your drink and go out and watch the racing.”
A queue formed inside the festival at lunch. It was for the burger shop on the edge of Guinness Village, where the Cheltenham Blue costs £13.95. Richard Price, 78, from Taunton, said of the burger (£11.45): “I’ve been coming since 1981 and although a lot has changed, I remember it being very quiet and driving around with no traffic, the event is still a great experience for everyone.”
At 13.45, a band singer was heard asking the crowd “are you drunk?” Behind the Guinness Village, a more relaxed atmosphere prevailed in the Orchard area, where boutique shops, spa treatments and luxury drinks were offered.
One of the new additions was British sparkling wine producer Chapel Down. The Kent-based vineyard has seen demand double in the last decade and with its presence at Ascot and Newbury races, head of PR Susie Goldsmith said Cheltenham was a “natural step” in the company’s offering within the sporting calendar.
Among those at the tented bar was Bradley Larimore, managing director of Derby-based PMB Pallets, who bought a three-litre bottle of Brut for his trade customers, priced at £290.
“I love coming here every year,” he said. “It’s a great opportunity to network with businessmen and women while also enjoying the atmosphere of the day. The financial side of things doesn’t bother me, it’s all worth it.”
Official attendance on opening day rose to 57,242 from 55,498 last year, giving patrons a week’s increase they had expected around 250,000.
Among the youngest at the festival was six-month-old Logan, whose parents James Purchase and Abbie Watson watched the race from outdoor screens at the venue. They praised its kid-friendly amenities, including a large changing area and parking near the entrance.
“Cheltenham is Cheltenham,” said Mr Purchase, 38. “It’s the event of the year for racing fans, but it’s really a place where everyone can come and enjoy.”
Opening day had one downside; The horse Hansard suffered a fatal injury during the Singer Arkle Trophy Novices’ Chase; but that didn’t ruin an enjoyable day for most.
