ITV Racing pundits have theory on 'disappointing' fall in Cheltenham crowds
The price of tickets, the cost of food and drink and expensive hotel accommodation have been blamed for an alarming fall in crowd numbers at the Cheltenham Festival.
One of the biggest race meetings in the world once regularly attracted a heaving throng of well of nearly 300,000 punters to the four day extravaganza.
In the year after the Covid-19 pandemic the attendance totalled 280,627, and 206,752 to its first three days.
Yet after three days of its 2024 edition just over 160,000 people have come through the gates which is 12,000 fewer than a year ago. Wednesday's 46,000 attendance was the smallest single day Festival crowd since 2009, according to Levy Board figures.
“The numbers don’t lie,” said ITV Racing pundit Rishi Persad. “You can’t dress it up in any other way. That is hugely disappointing news.
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“And it’s a reflection of everything we have seen over the last five, ten years, which is slightly less competitive racing at the Cheltenham Festival, the economic state of the country, it’s a combination of a number of factors.
“Ultimately at some point those things are going to have a huge effect and those numbers are exactly that.”
Although alcohol prices have been kept at 2023 levels, the £7.50 cost of a pint of Guinness continues to rankle with punters.
The scenes of racegoers waiting to be rescued when their cars became stuck in muddy car parks on Tuesday has been another turn-off.
ITV Commentator Richard Hoiles said: “The customer experience embraces the whole day and there’s lots to be learnt from what went on after racing. Social media was awash with people stuck in car parks. I even knew a couple of people who got stuck on the way on, yet they were still clearly parked there.
Rishi Persad: Cheltenham Festival crowds have been "hugely disappointing" (PA)“Frankly that’s unacceptable. You can’t park people where you know they’re not going to get out and the danger with this sort of thing from the customer viewpoint is it makes people feel that once you’ve left the racecourse at the end of the day and they’ve taken your money that you’re no longer cared about.”
Punters weighed into the discussion on X with one saying. “Far too expensive! I bought 4 tickets for the 4 days and then changed my mind. The hotel with all the expenses involved made me aware I could spend my money somewhere else.
“I am not someone who counts his money and usually happy to spend but the value is not there, sorry.”
Another commented: “You only have to look at the picture of the fella with his 4 pieces of burnt chicken and a handful of chips at £14.50 to see why people would stay away, factor in entrance, travel and accommodation and it’s there in front of you.”
Cheltenham's managing director Ian Renton (Getty)Ian Renton, managing director of Jockey Club Racecourses, said: “The Cheltenham Festival remains the pinnacle of Jump racing and a marquee event in the sporting and social calendar, but we and all businesses operating in the leisure and hospitality industry know only too well the huge effect that the ongoing cost of living crisis is having on consumer behaviour.
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“Whilst we’ve seen slightly lower numbers in terms of general admission this week, hospitality sales continue to go from strength to strength.
“We want to ensure we are accessible at a variety of price points. Tickets started from £37 when first on sale last March, a price which will be held when 2025 tickets go on sale on Monday.
“We will begin our usual wash-up process for all aspects of The Festival in the coming weeks, including looking at effective solutions to improve our car parking facilities, in order to ensure we continue to provide enjoyable and memorable experiences for our loyal racegoers and those who may be coming racing for the first time.”
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