Cheltenham Racecourse announces the launch of ‘Love Our Turf’ — a new initiative which seeks to reinforce and strengthen the relationship between the home of jump racing and the local community.
With 30,000 racegoers anticipated for the Saturday 12th November meeting, Cheltenham Racecourse is embarking on its promise to promote positive behaviour from racegoers before, during and after race days. This Saturday will be used to trial the initiative ahead of The FestivaI™ in March 2023.
Love Our Turf is a new community-focussed initiative, which will launch in full for The FestivaI™. Cheltenham Racecourse, working alongside local stakeholders, including Gloucestershire Police and Cheltenham BID (Business Improvement District), is keen to put key elements of it in place in time for the high attendance fixture this Saturday in order to ensure that learnings can be taken forward to March when around 260,000 racegoers attend over four days.
Saturday’s activation of Love Our Turf will focus primarily on Evesham Road. At The FestivaI™, the Love Our Turf campaign will extend to incorporate other arrival-recognised routes including Albert Road, Tommy Taylor’s, Paddocks Lane and the end of the Honeybourne Line footpath
Each of the recognised routes to and from the racecourse will be promoted with the use of way-finding ushers, enhanced street cleaning with more bins and increased toilet facilities.
Love Our Turf will eventually aim to enhance the whole journey from the town to the racecourse for those arriving at the track on foot with future provision of street entertainers and selfie locations.
Andre Klein, Cheltenham Racecourse Community Engagement Manager, said: “We absolutely recognised the feedback from members of our local community and racegoers that there was a need for us to enhance the experience of pedestrians arriving and departing from the racecourse, and we hope that Love Our Turf will go some way to delivering that. Additional way-finders and stewards, as well as the provision of additional facilities and amenities should alleviate many of the concerns raised by our local residents.
We are really excited about this new initiative and know we will learn plenty from our experience on Saturday that we can take forward to March, to ensure that the negative impact our events have on the community are massively reduced and, just as importantly, that our racegoers’ journeys are improved significantly.”
Heath Gunter, Chief Executive of Cheltenham BID, added: “It is terrific to see Cheltenham Racecourse take on board the feedback it received from the local community and launch the Love Our Turf campaign. Cheltenham BID is fully supportive of the campaign, and we are looking forward to seeing the positive impact it has on the town centre during the November meeting and The FestivaI™ week.”