Free parking and business incentives for shoppers during Cheltenham Festival

From Tuesday 11 to Friday 14 March 2025 inclusive, visitors can enjoy the town centre for longer thanks to free parking at Town Centre East and Sherborne Place car parks. This is in partnership with Cheltenham BID and Cheltenham Chamber of Commerce.

The initiative is designed to encourage local shoppers to visit the town centre during Cheltenham's Gold Cup Festival, providing support to local retailers and businesses during what can otherwise be a quiet time. 

Cllr Alisha Lewis, cabinet member for finance and assets, said: “Cheltenham Festival brings a buzz to the town, but we know that for some retailers in the town centre they experience quieter periods throughout the day during race week.

“I’m pleased that in partnership Cheltenham BID and Cheltenham Chamber of Commerce we can support our town centre retailers by making it easier for residents to pop into town and enjoy everything Cheltenham has to offer.”

Cheltenham businesses are encouraging residents to visit during the quieter hours of race week with some retailers offering customer incentives.

Sarah, weekend supervisor at the Curious Café, Bath Road, said: “We are really looking forward to seeing you during race week at the Curious Café. We see lots of you, year after year, and you’re already booked in – thank you very much. What you may not have realised is that we’re quiet from midday onwards. We’d really love for you to come down then; have a coffee, cake, a snack.”

Kristine Scott, head of HRC Law Cheltenham office, said: “HCR Law actively seek to support the local community in which we live and work. Alongside the fantastic races, Cheltenham has a lot more to offer – from artisan coffee shops and award-winning restaurants to a range of independent shops. Our Cheltenham office encourages everyone, including locals, to make the most of everything the town has to offer.”

John Lewis, Cheltenham, is hosting a beauty masterclass with YSL on 11 March featuring a special guest appearance from a YSL make-up artist. The store is also promoting a more personalised shopping experience and an opportunity to view their new spring-summer collection during quieter hours.

Francesca Inman, chief executive of Cheltenham BID, said: “Cheltenham Festival brings a fantastic energy to the town, but we know that some businesses experience quieter periods during the day. We’re delighted to be working in partnership with the council and Cheltenham Chamber of Commerce to support businesses during this time.

“We hope that the offer of free parking will encourage residents to visit the town centre during race week to explore and support our fantastic local retailers—whether it’s grabbing lunch, enjoying a coffee, or taking advantage of exclusive offers from shops and cafes.”

Free afternoon parking during race week applies only to Town Centre East and Sherborne Place council-run car parks. It does not apply to any other council-run car park, NCP Portland Street, NCP The Brewery Quarter, Sandford Lido, CitiPark John Lewis, Euro car park or any other privately-run car park in the town centre, neither does it apply to on-street parking.

For general information about parking in Cheltenham, visit the council’s parking pages or contact the parking team on 01242 264114, email [email protected].

To view a full list of offers from Cheltenham businesses during race week, head to the Visit Cheltenham website.

For press enquiries contact: communications team, 01242 264231, email [email protected].