Julian Dunkerton, founder of the global clothing brand Superdry and owner of the boutique hotel and restaurant No 131 on Cheltenham’s prestigious Promenade, has sparked controversy by keeping large white marquees in place during the Cheltenham Festival. These marquees, which the town’s Civic Society has branded as ‘tatty tents,’ have been the subject of a longstanding dispute with Cheltenham Borough Council.
The council insists that the 16 large marquees must be removed as they mar the view of three Grade II* listed buildings along the Promenade. Despite approval last February for Dunkerton’s plan to replace the tents with a permanent white metal-framed pergola, the marquees remain, frustrating local authorities and residents alike.
While some tents were dismantled last year, several large marquees have since been reinstalled, along with an additional smaller one. This move appears to aim at capitalizing on the influx of visitors for the race week, drawing criticism from council members who accuse Dunkerton of deliberately delaying compliance to maximize business during the busy festival period.
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A council insider described the tents as an eyesore overshadowing historic architecture, stressing the importance of preserving Cheltenham’s heritage and expressing disappointment over the ongoing stalemate. Temporary outdoor structures were permitted during the Covid pandemic, but businesses, including Dunkerton’s, were expected to remove them. Despite pledges that the new pergola construction would begin in January 2026 and conclude ahead of the festival, no progress has been seen.
Representatives for No 131 explained that logistical and planning challenges have postponed construction. Meanwhile, the temporary tents remain to handle increased patronage during the race week, providing shelter and additional amenities such as extra toilets. They emphasized the temporary nature of these tents, noting plans to remove them post-festival and confirming the permanent structure’s build is expected to start in June after finalizing bids.
Cheltenham Borough Council has stated that enforcement action is currently on hold pending the outcome of an appeal with the Planning Inspectorate. Therefore, the council has no power to advance the case until a decision is made.