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Love Our Turf campaign

Cheltenham Racecourse’s new ‘Love Our Turf’ –initiative has been hailed a success after it was rolled out on a trial basis on the Saturday (November 12th) of The November Meeting.
‘Love Our Turf’ aims to promote positive behaviour from racegoers before, during and after racedays. A community-focussed initiative, which will launched in full for The Festival in March, ‘Love Our Turf’ sees Cheltenham Racecourse partnering with local stakeholders including Gloucestershire Police and Cheltenham BID (Business Improvement District).

Saturday’s activation of ‘Love Our Turf’ was focused primarily on Evesham Road. At The Festival, the ‘Love Our Turf’ campaign will extend to incorporate other arrival recognised routes including Albert Road, Tommy Taylors, 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 wayfinding ushers, enhanced street cleaning with more bins and increased toilet facilities.

At The Festival, ‘Love Our Turf’ will 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 were very pleased with the rollout of ‘Love Our Turf’ after racing on the Saturday of The November Meeting.
“The initiative was promoted on-course via the big screen, racecard and posters but come next March we will have an extensive marketing campaign in place to advertise it much more broadly.
“The vast majority of our wayfinders on the road were local students, who stretched from the top of Albert Road to Tommy Taylors Lane and down Evesham Road, both on arrival and departure.
“They kept the streets clean of any discarded rubbish dropped by racegoers alongside their main role of directing racegoers to the nearest toilets along the route – of which there were significantly more than usual.
“The primary gauge to assess the effectiveness of ‘Love Our Turf’ is the reaction from local residents and I am pleased to report there have been no complaints to date. Indeed, some residents have expressed their gratitude for the initiative and several wayfinders were personally thanked on Saturday.
“We learnt a lot from the trial of ‘Love Our Turf’. For The Festival in March, we will look at the location of some toilets, signage and the positioning of some wayfinders.
“It was a first small step but we are pleased it is in the right direction and it was very satisfying that many of the wayfinders are keen to return to the role in the future.
“We look forward to presenting Love Our Turf in an enhanced format for The Festival.”

A local resident remarked: “Andre Klein informed us about the measures Cheltenham would be taking at The November Meeting and I would like to congratulate them on a job well done – there was obviously a lot of detailed and considered planning involved.
“Although we are long-Cheltenham members and attend every fixture, most of our neighbours are not and many of them remarked they had not noticed that race was even taking place, which shows just how successful ‘Love Our Turf’ was.”

Claire Thayers, representing Visit Gloucestershire and the Cheltenham Chamber of Commerce, added: “The ‘Love our Turf’ campaign is truly inspirational and its trialling at The November Meeting proved to be a great success.
“Speaking on behalf of Visit Gloucestershire, we acknowledge how important Cheltenham Racecourse is to our economy and it also showcases the very best we have to offer in the county.
“The view of Cheltenham Chamber of Commerce is that ‘Love Our Turf’ is a great campaign to ensure the local community is not unduly affected by the high number of visitors and that the streets are kept clean and safe.
“I would like to say well done to everyone involved with this fantastic initiative.”

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