Cheltenham Festival Marks Return of Ladies Day
The Cheltenham festival, a premier event in jump racing often described by enthusiasts as the Olympics of the sport, also serves as a reflection of broader social trends and public sentiment. In 2024, the festival, which commenced on Tuesday, has reintroduced Ladies Day after a five-year break, alongside a reduction in the price of a pint, signaling a nod to tradition and accessibility.
The Jockey Club, which owns the Cheltenham racecourse, made the decision to reinstate Ladies Day on what was formerly known as Ladies Day. While the event was discontinued previously, the Jockey Club maintained a more informal approach last year. This year, however, Ladies Day is officially back and promoted as a celebration of "glamour and glory."
Competitions will be held to recognize the best-dressed individual, duo, and group, with former jump jockey champion Rachael Blackmore appointed as the "head of Ladies Day."
Jockey Club Addresses Motivations Behind Revival
The Jockey Club has denied that the revival of Ladies Day was a response to criticisms labeling the event as "woke." Instead, the organization emphasized its objective to attract more women and girls to the sport of racing.
"Our core objective is to get more women and girls coming racing, which we think we can achieve. There is a huge audience of female sports fans that we think will love coming racing," said Guy Lavender, chief executive of Cheltenham racecourse.
Recent years have seen women comprise approximately one quarter of racegoers, with early indications suggesting a more balanced gender split during this festival.
Fashion and Heritage Highlighted by Participants
Jade Holland Cooper, founder of the fashion brand Holland Cooper, described the return of Ladies Day as "incredibly special." She noted,
"It’s the moment in the week when everyone truly embraces the occasion and dresses up.
"Cheltenham style is often compared to Ascot or Aintree, but it’s actually quite different. It’s much more rooted in heritage – beautiful tweeds, strong tailoring and pieces that work with the elements rather than against them."
Sophie Hall, a model and presenter, and Jordan Wylie, recognized for his role in ’s show Hunted, were seen outside the Holland Cooper store at the meeting, wearing matching houndstooth outfits.
"There have tended to be more men than women at Cheltenham. I think women can sometimes think they don’t know much about the racing so can’t come. But it should be for everyone," Hall commented.
Zoë Gibson, proprietor of the Peachy Belts store in the shopping village, remarked on the gendered nature of the event, stating,
"Some may ask when is men’s day. But it’s every day, especially in the Guinness Village. If Ladies Day encourages more women to come to racing, it has to be a good thing."
Industry Perspectives on Ladies Day and Festival Atmosphere
Jonny Beardsall, a Yorkshire-based milliner, expressed support for Ladies Day but also conveyed a hope that Cheltenham had not succumbed to pressures related to being labeled "woke."
"They shouldn’t take any notice – be more devil-may-care," Beardsall said.
Another notable theme of the festival is enhancing cost-effectiveness to compete with alternative leisure options, such as watching racing outdoors in the sun, by offering more affordable alcohol prices.
The Jockey Club has reduced the price of a pint of Guinness from £7.80 to £7.50, with expectations of nearly 400,000 pints sold over the festival’s four days. Additionally, prosecco has been introduced for the first time, priced at £46 per bottle compared to £85 for house champagne.
Racegoers are now permitted greater freedom of movement around the venue with drinks, and a new, simpler undercover bar and food area called the Retreat has been established. This space provides an accessible shelter for attendees without access to premium hospitality areas, offering respite from potential rain.
"It’s not about selling more pints. It’s about delivering better value. We know that the festival is hugely popular but we have to get the value proposition right," Lavender explained.
