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The Jockey Club revealed the move on Tuesday as part of a package of changes designed to boost the racegoer experience at the 2026 Cheltenham Festival, which also includes a reduction in crowd capacity and upgrades to facilities.
No changes were made to the race programme, but the 28-race schedule remains "under review" according to Cheltenham chief executive Guy Lavender. The changes come after festival crowds slumped in March, with a total of 218,839 the lowest this decade. Prices, the cost of accommodation in the area and uncompetitive racing were blamed for the drop.
Drinks prices cut, crowds capped and car parking upgrades - Cheltenham's changes explained
The festival's maximum attendance has been reduced from 68,500 to 66,000 to ease overcrowding in key areas. It is a second reduction in four years, following on from a record attendance of 73,875 in 2022.
The price of a pint of Guinness, always a talking point in recent years, has been reduced by 30p to £7.50, the same cost as it was in 2022.
Meanwhile, restrictions on where alcohol is permitted have also been ditched. A trial last season in Tattersalls received positive feedback with customers, while on-course bookmakers said it led to a revival of the betting ring with the best turnover in 15 years.
Lavender, who replaced Ian Renton as chief executive in January, insisted the decision was to highlight Cheltenham's intention to respond to its critics over the value of a day at the festival and the racecourse would "carry the costs" for the change.
The festival's maximum attendance has been reduced from 68,500 to 66,000 to ease overcrowding in key areas. It is a second reduction in four years, following on from a record attendance of 73,875 in 2022. The price of a pint of Guinness, always a talking point in recent years, has been reduced by 30p to £7.50, the same cost as it was in 2022.
Meanwhile, restrictions on where alcohol is permitted have also been ditched. A trial last season in Tattersalls received positive feedback with customers, while on-course bookmakers said it led to a revival of the betting ring with the best turnover in 15 years.
Lavender, who replaced Ian Renton as chief executive in January, insisted the decision was to highlight Cheltenham's intention to respond to its critics over the value of a day at the festival and the racecourse would "carry the costs" for the change. "The price of a pint of Guinness is a peculiarly emotive issue for many people, but it's important," Lavender said. "You can't benchmark it, Cheltenham is its own event but it was quite clear that this was something people cared about. Therefore, my view was that we ought to do something about.
"Rather than put their prices up, which I expect every other venue to do, I felt we should reduce those prices and carry those costs ourselves. That's a decision we've taken to implement for the whole of the season.
"If you look at other sports and events, I think there will be very few that are matching that price point. It's a deliberate, purposeful move towards delivering better value for racegoers. It's not about selling more pints, it's an indication of intent that we're responding to the challenges around value. I hope it'll be well received."
Ticket prices were frozen for a second successive year when released in March, but longer discount windows have now been introduced. The super early-bird window ended in April but early-bird prices, now available until December 4, start from £47.
Major refurbishments have also taken place during the off-season, with more than £1 million spent on improving the customer experience.
There has been a further upgrade to the car parking areas after a disastrous 2024, when boggy conditions after heavy rain led to lengthy delays after racing. Five of the seven bars in the main grandstand have also been renovated while, as previously announced, the Wednesday of the festival has been rebranded as Ladies' Day.
Other changes include a new PA system and improved racecourse TV to benefit race viewing, while the racecourse is continuing to support the Room to Race programme. It is an initiative by local travel group Venatour to provide affordable accommodation in response to sky-rocketing prices of hotels in the town during race week.
Lavender said: “Cheltenham is the jewel in the crown of jump racing and we want racegoers to feel they are stepping into somewhere truly special from the moment that they arrive. The changes announced today mark another meaningful step forward, but it is always important to listen to your customers and evolve, and I can guarantee that there will be further changes for 2027.”
The 2026 Cheltenham Festival starts on Tuesday, March 10.
No changes were made to the race programme, but the 28-race schedule remains "under review" according to Cheltenham chief executive Guy Lavender. The changes come after festival crowds slumped in March, with a total of 218,839 the lowest this decade. Prices, the cost of accommodation in the area and uncompetitive racing were blamed for the drop.
Drinks prices cut, crowds capped and car parking upgrades - Cheltenham's changes explained
The festival's maximum attendance has been reduced from 68,500 to 66,000 to ease overcrowding in key areas. It is a second reduction in four years, following on from a record attendance of 73,875 in 2022.
The price of a pint of Guinness, always a talking point in recent years, has been reduced by 30p to £7.50, the same cost as it was in 2022.
Meanwhile, restrictions on where alcohol is permitted have also been ditched. A trial last season in Tattersalls received positive feedback with customers, while on-course bookmakers said it led to a revival of the betting ring with the best turnover in 15 years.
Lavender, who replaced Ian Renton as chief executive in January, insisted the decision was to highlight Cheltenham's intention to respond to its critics over the value of a day at the festival and the racecourse would "carry the costs" for the change.
The festival's maximum attendance has been reduced from 68,500 to 66,000 to ease overcrowding in key areas. It is a second reduction in four years, following on from a record attendance of 73,875 in 2022. The price of a pint of Guinness, always a talking point in recent years, has been reduced by 30p to £7.50, the same cost as it was in 2022.
Meanwhile, restrictions on where alcohol is permitted have also been ditched. A trial last season in Tattersalls received positive feedback with customers, while on-course bookmakers said it led to a revival of the betting ring with the best turnover in 15 years.
Lavender, who replaced Ian Renton as chief executive in January, insisted the decision was to highlight Cheltenham's intention to respond to its critics over the value of a day at the festival and the racecourse would "carry the costs" for the change. "The price of a pint of Guinness is a peculiarly emotive issue for many people, but it's important," Lavender said. "You can't benchmark it, Cheltenham is its own event but it was quite clear that this was something people cared about. Therefore, my view was that we ought to do something about.
"Rather than put their prices up, which I expect every other venue to do, I felt we should reduce those prices and carry those costs ourselves. That's a decision we've taken to implement for the whole of the season.
"If you look at other sports and events, I think there will be very few that are matching that price point. It's a deliberate, purposeful move towards delivering better value for racegoers. It's not about selling more pints, it's an indication of intent that we're responding to the challenges around value. I hope it'll be well received."
Ticket prices were frozen for a second successive year when released in March, but longer discount windows have now been introduced. The super early-bird window ended in April but early-bird prices, now available until December 4, start from £47.
Major refurbishments have also taken place during the off-season, with more than £1 million spent on improving the customer experience.
There has been a further upgrade to the car parking areas after a disastrous 2024, when boggy conditions after heavy rain led to lengthy delays after racing. Five of the seven bars in the main grandstand have also been renovated while, as previously announced, the Wednesday of the festival has been rebranded as Ladies' Day.
Other changes include a new PA system and improved racecourse TV to benefit race viewing, while the racecourse is continuing to support the Room to Race programme. It is an initiative by local travel group Venatour to provide affordable accommodation in response to sky-rocketing prices of hotels in the town during race week.
Lavender said: “Cheltenham is the jewel in the crown of jump racing and we want racegoers to feel they are stepping into somewhere truly special from the moment that they arrive. The changes announced today mark another meaningful step forward, but it is always important to listen to your customers and evolve, and I can guarantee that there will be further changes for 2027.”
The 2026 Cheltenham Festival starts on Tuesday, March 10.
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Thats going to have them flocking back, imagine sitting in a meeting with them all agreeing to have found solutions for the dropping crowds.
30p! Total rip off for a pint. Get in Murphy’s and some competition in the market place, the only way to get that changed because they have a monopoly.
The 66k is a good idea,people need to enjoy the day so that they will come back and tell friends.
The 30p is also good,because,people do mention the rip off prices.but if they just revert back in next few years pointless,
It needs to be a long term strategy,but it will also take a few years to increase the attendance,
The 30p is also good,because,people do mention the rip off prices.but if they just revert back in next few years pointless,
It needs to be a long term strategy,but it will also take a few years to increase the attendance,
Not a drinker, so would prefer cheaper food - you have to eat!
I'd make it weds-sat or thurs-sun
6 quality races each day
get rid of the pathetic number of new grade 1s
get rid of multiple entries
2nd last on old needs to return to the original position
and most of all produce top of the ground granted fair weather
then you have a chance of it returning
6 quality races each day
get rid of the pathetic number of new grade 1s
get rid of multiple entries
2nd last on old needs to return to the original position
and most of all produce top of the ground granted fair weather
then you have a chance of it returning
delashay's idea of a drinks competitor is a good 1
Great news that will save me £3.60 a day for the first 3 days but only £3 Friday as I have to drive home after racing.
So, in/while doing your brains you ( or me, or uncle tom cobley ) saves £13.80. . And have had to suffer the dross that four days has produced?
Very much go with the no multiple entries being a condition. That would polarise interest for sure.
. And have had to suffer the dross that four days has produced?Very much go with the no multiple entries being a condition. That would polarise interest for sure.
“get rid of multiple entries” - Wonder that’s something that needs doing for sure.
And the ground but I give up hoping they’ll all stop the obsession with watering.
And the ground but I give up hoping they’ll all stop the obsession with watering.
anything alcoholic served in a plastic cup is an abomination.
Speaking of glasses on course, at the last Sandown meeting it was my round and one of the group wanted a Courvoisier. I asked for a brandy glass, as you do, and the youngun' serving asked "what's that?" I suddenly felt rather ancient .
i always have a whisley/brandy, port sherry in the proper glass , i have and will refuse it any other way
i always have a whisley/brandy, port sherry in the proper glass , i have and will refuse it any other way
i always have a whisley/brandy, port sherry in the proper glass , i have and will refuse it any other way
i always have a whisley/brandy, port sherry in the proper glass , i have and will refuse it any other way
Slippy I was 18 and an old boy asked for a “glass” of whisky. I optic-ed him a nip and he got angry. Up here a glass has always been two measures!
It’s not about the 30p,it’s about perception,image.they need to fly under the radar ,rather than advertise,come to Cheltenham we ll fleece you,the price was a negative,something for people to kick them with.
You don’t want the price of a pint being the main talking point of the day.
You don’t want the price of a pint being the main talking point of the day.
£50 to take your child aged 5-17 yrs with you.
P1s4 take.
P1s4 take.
if you drink 167 pints of Guinness your 5-17 yr old is effectively getting in for free 
Loyal Honcho. You brought back memories with 'a glass'. Where I'm from a glass of whisky was always a double.
Bentring • September 23, 2025 8:32 PM BST
Stuttering ****
That was more than a tad cruel but it made me laugh, especially imagining the actual order being placed!
Stuttering ****
That was more than a tad cruel but it made me laugh, especially imagining the actual order being placed!
I’ve never been, do they just sell draught? Or can you get the original (which I prefer) or foreign export too?! 
in fairness to cheltenham i suppose they are trying to improve on areas they can control . i used to go for years on end but am happy to watch on tv now . 30p off a pint is really not going to bring me back when i have to consider watching several races with long odds on shots , multiple entries that make form studying difficult until the last minute , laughable hotel prices and packed out unreliable trains . ...and cheltenham have little control over these things .
The 30p a pint is an issue because.
They say it’s comparable with other venues,and major sporting agents.
But at virtually all other venues,sporting events,concerts etc.
No one is there for 7 hours,plus racing must have the most beer sold per attendance than any other event.a lot of venues is 3-4 hours,Grand Prix,days etc don’t get the same volume of drinkers.
They say it’s comparable with other venues,and major sporting agents.
But at virtually all other venues,sporting events,concerts etc.
No one is there for 7 hours,plus racing must have the most beer sold per attendance than any other event.a lot of venues is 3-4 hours,Grand Prix,days etc don’t get the same volume of drinkers.
Inflation would be about 30p up not down. Effectively therefore it's around a 60p cut. But the price of a pint is not the determining factor for anyone. It is indicative though, and the margin is significant on the volume sold.
Try knocking 30% of everything esp accommodation. Cheltenham has been ripping off racegoers esp the Irish for over a decade, at least.
The new ceo has played a blinder though, because by reducing numbers he can then say they have a sold out , max capacity crowd all days so he reaps a big fat bonus...
What would have been a far more productive exercise would have been to keep the price of a pint the same , but reduce the rip off costs that actually make a difference , such as ticket prices rather than virtue signalling with a 30pence reduction in the price of a pint.
Do they seriously think that any person on this planet would go for a day at the races based on the fact that a pint had been reduced by 30p ?
Muopets. Seriously.
And more fool the R.P. running that as their headline. Just shows how far they have sunk, that they actually print such rubbish as their headline article.
.
What would have been a far more productive exercise would have been to keep the price of a pint the same , but reduce the rip off costs that actually make a difference , such as ticket prices rather than virtue signalling with a 30pence reduction in the price of a pint.
Do they seriously think that any person on this planet would go for a day at the races based on the fact that a pint had been reduced by 30p ?
Muopets. Seriously.
And more fool the R.P. running that as their headline. Just shows how far they have sunk, that they actually print such rubbish as their headline article.
.
No chance of selling out on Tue, Wed or Thu, even if they knocked £5 off the Guinness price.
In Ireland a glass is a half pint-usually refers to Guinness or Lager.
Yes you're probably right go ballistic.
How about they stop being greedy and realise that 4 days doesnt work and take it back to 3 days and then have 3 days of amazing racing, rather than 4 days of watered down / diluted races where the best horses can duck each other and dont meet , causing short odds on favourites in small fields .
I grew up loving the festival and the fun was watching 20 runners going at it hammer and tongs, what a glorious sight to behold.
Now we get 5 runner races with a heavy odds on shot.
I never thought id say this , but the last couple of years I have preferred the racing from Aintree to Cheltenham and it hurts me to say that !
.
How about they stop being greedy and realise that 4 days doesnt work and take it back to 3 days and then have 3 days of amazing racing, rather than 4 days of watered down / diluted races where the best horses can duck each other and dont meet , causing short odds on favourites in small fields .
I grew up loving the festival and the fun was watching 20 runners going at it hammer and tongs, what a glorious sight to behold.
Now we get 5 runner races with a heavy odds on shot.
I never thought id say this , but the last couple of years I have preferred the racing from Aintree to Cheltenham and it hurts me to say that !
.
I’ve always preferred the Aintree meeting to Cheltenham. Quite often Cheltenham signposts very good bets for Aintree.
Completely agree with you oneten.
5-10 years ago I'd have said it was impossible for the festival to back to 3 days - they would be giving up far too much money. The way attendance figures are going though (together with the way staffing costs are going in the opposite direction) it's maybe only a few years from making financial sense to go back to 3 days. Tbf to Cheltenham the biggest cost by far (the hotels) is something out of their control.
5-10 years ago I'd have said it was impossible for the festival to back to 3 days - they would be giving up far too much money. The way attendance figures are going though (together with the way staffing costs are going in the opposite direction) it's maybe only a few years from making financial sense to go back to 3 days. Tbf to Cheltenham the biggest cost by far (the hotels) is something out of their control.
Cheltenham's unbridled greed,together with the unsustainability of the ever increasing costs of attending the Meeting are coming home to roost
causing short odds on favourites in small fields
yup, lets get every race a 13/2 favourite job, and no. you're not getting the winner but by all means keep wasting your life studying the form ..
yup, lets get every race a 13/2 favourite job, and no. you're not getting the winner but by all means keep wasting your life studying the form ..
Interesting to know how many Irish race goers complain about the prices,after all it is mostly an Irish thing is Cheltenham….
No hulk, thats not the case in championship races is it ?
Handicaps certainly , but cheltenham festival is supposed to be THE jumps festival and its pretty pointless having uncompetitive 5 runner races with a short odds on shot.
These are jumps racings classics , imagine having a 1000 guineas with 5 runners and the fav at 1-2, it would soon be pretty boring.
Racing is meant to be a spectacle first and foremost , then everything else follows.
Handicaps certainly , but cheltenham festival is supposed to be THE jumps festival and its pretty pointless having uncompetitive 5 runner races with a short odds on shot.
These are jumps racings classics , imagine having a 1000 guineas with 5 runners and the fav at 1-2, it would soon be pretty boring.
Racing is meant to be a spectacle first and foremost , then everything else follows.
Last 2 years went Majorca to watch, superb, no drunk idiots, no rip off prices, beach in morning, cant go wrong.
Cheltenham's unbridled greed,together with the unsustainability of the ever increasing costs of attending the Meeting are coming home to roost
Yes, well said. It shows you the mentality of the people who think reducing the cost of a pint by 30p will make the slightest difference. Laughable really.
Yes, well said. It shows you the mentality of the people who think reducing the cost of a pint by 30p will make the slightest difference. Laughable really.
We have been going to benidorm for last few years instead of chelts.stopped going to chelts because of the drunken non racing folk rolling around.have now stopped going to benidorm for same reason,was horrendous last year.we are trying a new place next year but still abroad.
drunken non racing folk rolling around Benidorm ...
what did ya expect, Shangri la ??
what did ya expect, Shangri la ??
was fine for years till it got publicity for chelts then last couple of years been crap.
Hulk, if I may say so, you are always opinionated ( nothing wrong with that), often somewhat obtuse but regularly funny. Shangri La. Love it !
They need to get the first race off AFTER 2pm. That would give all of us the chance to get there, properly, in time - those that still go, not me any more.
Sep 26, 2025 -- 1:33PM, nineteen points wrote:
was fine for years till it got publicity for chelts then last couple of years been crap.
I'd say its 2018 onwards their overwatering has finished it as a speed championship
2017 the last festival on genuine top of ground all 4 days
put 6 quality races on 2.00,2.40,3.20,4.00,4.40,5.20
Exactly. Make it a festival again, of excellence, and get rid of the dross designed to empty pockets and fill coffers and nothing else.
agree loyal they've taken the rise out of people for quite a few years now & people have had enough
The best change they ve announced,that’s gone under the radar,is the no restrictions on where you can drink alcohol.
The barriers stopping race goers moving around with a drink,caused untold problems,
They now can use all the space evenly,so there won’t be as much congestion at bottle necks.
The barriers stopping race goers moving around with a drink,caused untold problems,
They now can use all the space evenly,so there won’t be as much congestion at bottle necks.
Just need to move the Wednesday to Saturday. So then Friday and sat will sell out,
Plus accommodation might be cheaper as no builders bed blocking like they do in the working week.
Plus accommodation might be cheaper as no builders bed blocking like they do in the working week.
Went to The Centaur for the snooker Wednesday
A pasty was 3.40. At a race meeting it is 7.00
Explain how it's anything other price gouging please
A pasty was 3.40. At a race meeting it is 7.00
Explain how it's anything other price gouging please
accommodation might be cheaper
dream on ... premier inn saturday night be £380
week later be £78
dream on ... premier inn saturday night be £380
week later be £78
Racing can’t really moan,
The betting odds are supply and demand on steroids,
The betting odds are supply and demand on steroids,
It is the accommodation that makes it madly expensive, and that is not in the course's control (other, maybe, that lowering the capacity lowers hotel demand).
I can do it by train in the day, so it is not a ridiculous expense.
The beer is pricey - but as a Londoner I am used to that and realistically I might have 4 or 5 pints in the afternoon, so no big deal.
As for the scoff - I have never found time to eat between races (nor been invited to a hospitality box where that is convenient) so a sandwich or two on the train will deal with that.
I can do it by train in the day, so it is not a ridiculous expense.
The beer is pricey - but as a Londoner I am used to that and realistically I might have 4 or 5 pints in the afternoon, so no big deal.
As for the scoff - I have never found time to eat between races (nor been invited to a hospitality box where that is convenient) so a sandwich or two on the train will deal with that.
prem inn cheltenham week £336 per night , following week £111
According to Google a Premier Inn room can cost from as little as £45 per night, but prices vary depending on demand, the specific date and location.
Nevertheless, £336 per night for a room at the Premier Inn during the Cheltenham Festival is extortionate. I think there could be a legal case here for the lawyers to decipher and adjudicate.
Nevertheless, £336 per night for a room at the Premier Inn during the Cheltenham Festival is extortionate. I think there could be a legal case here for the lawyers to decipher and adjudicate.
Cheltenham in March has been on the decline ever since Edward Gillespie walked and was replaced by faceless yes men who parroted what they were told by the top brass at Jockey Club racecourses HQ.
The elastic band that stretched three good days into four mediocre days also snapped along the way and that is something that should be revisited if the present management have any idea what they are talking about - let's be fair the pointless 30p off a pint of beer is not going to solve anything when drastic measures are called for.
An impecunious JCR will immediately jump up and down regarding a return to a 21 race (or even 18) three day festival (Tuesday until Thursday) because they are mired under a debt mountain of their own making as things stand and need every stream of cash flow possible.
But why is the four day Festival withering on the vine? Well, greed for a start along with bad planning and too many meddling marketeers in suits who know/knew absolutely nothing about jump racing and have only cared about the bottom line. That one has worked out well, hasn't it?
Of course more than a few have jumped ship as the iceberg looms larger but the current management set-up hardly inspires confidence when you peer beneath the surface at their past records in business.
All in all, these remain troubled times for the Festival and the arguments about how to shake off the malaise will continue. Ok, restoring a three day meeting might not appear forward thinking but at least it worked and the four diluted days we currently have certainly do not.
The elastic band that stretched three good days into four mediocre days also snapped along the way and that is something that should be revisited if the present management have any idea what they are talking about - let's be fair the pointless 30p off a pint of beer is not going to solve anything when drastic measures are called for.
An impecunious JCR will immediately jump up and down regarding a return to a 21 race (or even 18) three day festival (Tuesday until Thursday) because they are mired under a debt mountain of their own making as things stand and need every stream of cash flow possible.
But why is the four day Festival withering on the vine? Well, greed for a start along with bad planning and too many meddling marketeers in suits who know/knew absolutely nothing about jump racing and have only cared about the bottom line. That one has worked out well, hasn't it?
Of course more than a few have jumped ship as the iceberg looms larger but the current management set-up hardly inspires confidence when you peer beneath the surface at their past records in business.
All in all, these remain troubled times for the Festival and the arguments about how to shake off the malaise will continue. Ok, restoring a three day meeting might not appear forward thinking but at least it worked and the four diluted days we currently have certainly do not.
The problem would be solved instantly by people not buying tickets for the next Festival and vote with their feet. Regretably,this is 1,000,000/1 against happening.
If this thread had have started on April 1st nobody would have even responded as it would have been far too obvious , find it hilarious that someone actually believes the 30p can be recognized as even part of a solution to what we all know to be a seriously exponential problem.
Well said moonlight , I couldn't agree more with your post.
I was taught something a long time ago , customers aren't stupid and if you rip them off , they won't come back .
It seems like chelts / Jc could do with learning the same saying as it becomes more poignant than ever during a cost of living crisis.
I was taught something a long time ago , customers aren't stupid and if you rip them off , they won't come back .
It seems like chelts / Jc could do with learning the same saying as it becomes more poignant than ever during a cost of living crisis.
uptheirons 27 Sep 25 10:58
The problem would be solved instantly by people not buying tickets for the next Festival and vote with their feet. Regretably,this is 1,000,000/1 against happening.
The Irish would ignore everything you say tbh…..without the Irish Cheltenham would resemble Warwick on a wet Monday….it’s all they live for imv…
The problem would be solved instantly by people not buying tickets for the next Festival and vote with their feet. Regretably,this is 1,000,000/1 against happening.
The Irish would ignore everything you say tbh…..without the Irish Cheltenham would resemble Warwick on a wet Monday….it’s all they live for imv…
The sockless with hair overloaded with cream and gel howling and squawking are responsible for clearing any event tbh…
For me Hayden it just demonstrates how LITTLE regard they have for their customers. Can just imagine them sitting around their conference table and one bright spark saying “All the bears think about is the price of their drink”.
I wouldn’t mind betting that some overpaid board member has actually said such a thing.
I wouldn’t mind betting that some overpaid board member has actually said such a thing.
don't underestimate the power of the consumer. disney lost over $6 billion when they emptied kimmel
absolutely sh@t themselves and he was brought back asap
absolutely sh@t themselves and he was brought back asap
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