Cheltenham Festival Plans Meal Deals Amid Attendance Decline

The Cheltenham Festival is expecting a decline in attendance for the third consecutive year, with estimates suggesting less than 200,000 attendees this week. Chief Executive Guy Lavender acknowledged the drop is not catastrophic but emphasized the need to enhance customer experience to attract racegoers back in the future. In response to past complaints regarding high food and drink prices, the festival has introduced £10 meal deals and frozen ticket prices to improve value for attendees. Despite the anticipated decline, the festival remains a significant economic contributor, with an estimated £270 million impact on the local area. Lavender stated that the focus would be on delivering 'unforgettable days out' for customers while addressing concerns about accommodation costs that have affected attendance. Racegoers are also being encouraged through initiatives like discounted tickets for a second day at the event.