Parking in the Town Centre East council-run car park will be free of charge from Tuesday 10 to Friday 13 March 2026 inclusive – for customers parking from 12pm until 8pm – during Cheltenham Festival.
The ‘Pop to Cheltenham’ initiative is designed in partnership with Cheltenham BID and Cheltenham Chamber of Commerce to encourage local shoppers to visit the town centre during Cheltenham Festival, providing support to local retailers and businesses.
While the racecourse buzzes with excitement, the rest of the town is quiet outside of peak arrival and departure times. Shops, cafés and services remain open, accessible and ready to greet locals. Residents are reassured that the town is still very much theirs and can plan visits with confidence thanks to the free parking offer.
Cllr Peter Jeffries, deputy leader and cabinet member for finance and assets, said: “Cheltenham Festival brings great energy to the town, but we recognise that some town‑centre retailers experience quieter spells during race days. That’s why, working alongside Cheltenham BID and the Cheltenham Chamber of Commerce, we’re making it even easier for residents to visit the town centre and enjoy everything Cheltenham has to offer, while supporting the local businesses that are here for us all year round.”
Many Cheltenham businesses have reported a dip in footfall and are encouraging residents to continue to visit and show their support during the quieter hours of the festival.
John Lewis, Cheltenham, is promoting a more personalised shopping experience and an opportunity to view their new spring-summer collection during quieter hours.
Lexie Hill, partner and local events and community specialist at John Lewis, said: “We want locals to take advantage of the quiet spell during the Cheltenham Festival, and pop into John Lewis for a calm and relaxed shopping experience. It really is the perfect time for anyone looking for a more personalised service. We’ll be open and ready to welcome you.”
Steven Murray, President of the Cheltenham Chamber of Commerce, said: “We’re keen to remind residents that Cheltenham’s shops, services and independents remain open during the festival. By choosing to visit during the quieter times of the day, locals can make the most of what our businesses offer while giving vital support to those who often see a dip in footfall during the races.”
Francesca Inman, chief executive of Cheltenham BID, said: “We’re pleased to be partnering with the council and the Cheltenham Chamber of Commerce to support our business community during the festival. Offering free parking is a small but meaningful way we can help, encouraging more residents to visit the town centre and enjoy the wonderful local businesses that make Cheltenham special.”
Free afternoon parking during race week applies only to Town Centre East council-run car park. 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.
To view a full list of Cheltenham businesses to explore during race week, head to the Visit Cheltenham website.
For general information about parking in Cheltenham, visit the council’s parking pages or contact the parking team on 01242 264114, email [email protected].
ENDS
For press enquiries contact: communications team, 01242 264231, email [email protected].
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