Cheltenham Festival Responds to Fans: Lower Pint Prices, Reduced Crowds, and Fresh Upgrades

Cheltenham Festival, the crown jewel of the jump racing calendar, is taking bold steps to improve the racegoer experience. Following criticism over costs and overcrowding, organisers have announced a raft of changes—including reducing capacity and cutting the price of a pint.

The four-day March spectacle remains the most celebrated meeting in National Hunt racing, but attendance has dipped in recent years as fans voiced concerns over soaring prices. A pint of draught beer or cider, often a sore point for regulars, will now drop by 30p to £7.50 at all Cheltenham meetings this season—returning prices to 2022 levels. With Guinness alone accounting for an estimated 265,000 pints during the Festival week, the reduction is no small gesture.

While the Cheltenham Gold Cup day was sold out this year, some punters complained of overcrowding. To address this, daily capacity will be trimmed from 68,500 to 66,000, though none of the first three days in 2025 exceeded 56,000 attendees.

“We regularly benchmark our food and beverage prices alongside other major sports venues,” said course chief executive Guy Lavender. “Despite the rising costs faced across industries, we’ve decided to lower the price of draught beers and cider for the 2025/26 season.” For perspective, a pint at Wimbledon cost £8.45 this year, while golf’s Open Championship charged £7.75.

Beyond drinks and crowd management, Cheltenham is rolling out a series of upgrades aimed at enhancing the Festival experience:

• Ladies’ Day returns: After years as “Style Wednesday,” the Festival’s second day will once again be branded as Ladies’ Day from 2026.
• New hospitality options: Two grandstand bars, Cottage Rake and Mill House, will be refurbished and relaunched as the new Prestbury View bar. A covered food court will also be added in the tented village.
• Better access and comfort: More discounted ticket windows, improved PA systems, and enhanced big-screen coverage are on the way. Racegoers will also enjoy expanded freedom to move with drinks around the venue.
• Affordable accommodation: The “Room to Race” programme will be expanded, offering fans more budget-friendly lodging options.
• Transport and parking: Recent investments in park-and-ride systems, extra coaches, and more hardstanding areas for cars will continue to ease congestion.

Despite these changes, costs remain a talking point. “Super early bird” tickets for the 2026 Festival range from £35–£83 for the first three days, and £50–£99 for Gold Cup Friday. On-the-day prices jump significantly, from £70–£126 midweek to £89–£149 for the Gold Cup.

Attendance has struggled to match the post-pandemic boom. In 2025, total attendance fell to 218,839—well below the 280,000 record set in 2022. Wednesday’s crowd of 41,949 marked the lowest since 1993.

Yet, with sweeping changes in motion, Cheltenham is clearly listening to its loyal fanbase. From cheaper pints to more breathing room in the stands, the Festival is gearing up to reclaim its place as the ultimate racegoer experience.