Cheltenham is preparing to welcome over 220,000 visitors as the much-anticipated Cheltenham Festival week begins tomorrow. Yet, despite the buzz surrounding this major event, not all locals share the enthusiasm.
In the days leading up to the festival, the town center remains surprisingly calm. Key areas such as the High Street and the Promenade see only occasional festival promotions, like posters on bus stops and telephone boxes. Ladbrokes betting shop on the High Street entices horse racing fans with a bet builder poster, while the Brewery Quarter’s bars and restaurants promote extended hours to serve breakfast ahead of the Racecourse gates opening at 10:30 a.m. daily.
Festivalgoers are undoubtedly excited, but long-term residents express a more reserved attitude. Martin, a lifelong resident of nearly 70 years, explains, “We just avoid it. We don’t attend the races or engage with the event. The atmosphere has its ups and downs like any big sporting event, but we steer clear during the Festival.”
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Becky, a retail shop owner on the High Street, voices concerns about the event’s impact on local businesses. “Business suffers during the Festival because many locals stay away. Spending habits have shifted mostly toward bars and restaurants, so retail suffers. I even have to prepare for reduced takings and clean my store entrance daily—it’s not pleasant. Thankfully, it only lasts a week.”
Becky’s partner adds, “Living here means enduring the Festival. If you need to run errands, you do so quickly. Afterwards, staying home is best—navigating the town becomes a nightmare. The worst part is dealing with the inconsiderate, often intoxicated crowds near the racecourse.”
Visitors Nick and Nicky from nearby Bourton-on-the-Water acknowledge the Festival’s value. “It’s a great event for the community and a fun day out,” says Nicky. “We enjoy shopping in Cheltenham but avoid town during Festival week because it gets too hectic.”
Abi, manager at Flight Club bar in the Brewery Quarter, shares a more optimistic perspective. “We expect to be busy. We’re opening for breakfast at 9 a.m., which is new for us during the Festival. We’ve prepared well and look forward to the great atmosphere that the Festival mornings bring.”
As Cheltenham gears up for one of its busiest weeks, the contrast between visitor excitement and local caution defines the event’s unique impact on this historic spa town.