Exploring multipurpose sports venues: A case study of Cheltenham racecourse

Abstract

Cheltenham Racecourse is renowned worldwide for its horse racing; it is home to The Gold Cup Festival which is one of Jump Racing's most prestigious events. This study looked beyond just the horse racing however, and investigated its secondary events, particularly looking at the events that are held in £17 million investment building 'The Centaur'. The aim of The Centaur was to generate non-sporting revenue outside of race season. The study looked at whether the racecourse is utilised to its full capacity and whether enough is done to bring these extra visitors. Four different managers at Cheltenham Racecourse were interviewed along with a keen race goer. Qualitative research was undertaken and the interviews conducted were semi structured, each of the four managers were asked a series of very similar questions and then these were investigated using thematic analysis. The results found showed that the management pride themselves on being a multipurpose sporting venue and state that in the modern sports industry it is necessary for them to be so. However, it can be seen that although highly successful, the racecourse is not as multipurpose as it has the potential to be and this is due to their attention being focused primarily on the horse racing. It has been recommended that Cheltenham Racecourse is promoted to every person that has a link to it and for The Centaur to be promoted under the umbrella of Cheltenham Racecourse.