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World-class brand line-up revealed for The Orchard™ at the 2020 Cheltenham Festival

Press Release 17th February 2020 Cheltenham

A host of world-class brands have teamed up with Cheltenham Racecourse as part of a unique themed area at The Festival™ presented by Magners.

The Jockey Club will next month open its doors to more than 260,000 people at the Home of Jump Racing for four of the most iconic days of sport. And while some of the leading names in horseracing take to the track, some of the UK’s leading brands will be partnering with Cheltenham Racecourse off it.

Now in its second year, The Orchard™ is situated in the heart of the Tented Village throughout The Festival from Tuesday 10 to Friday 13 March. Playing host to a range of luxury retailers ranging from premium drink brands to high-end travel and sought-after beauty and jewellery names, The Orchard™ will provide racegoers with the perfect place to spend their time between each of the week’s 28 extraordinary races.

Ian Renton, The Jockey Club Cheltenham and South West Regional Director, said: “We’re incredibly excited to show racegoers this fantastic area and proud of how it has developed since last year. We work so closely with the brands involved and they have some amazing things lined up for our racegoers to see, do and, of course, buy during The Festival. We’re all set for a fantastic week.”

Racegoers can stop for a glass of the finest English Sparkling Wine, Nyetimber, aboard the beautifully reimagined 1968 Routemaster Bus, try a delicious cocktail at the Glenfarclas Cocktail Bar or a chilled wine with Fine Wine Partners. Boodles will be exhibiting pieces from its Icon collections, including Raindance, Circus, Be Boodles and the aptly named Orchard collection. Bentley Motors will immerse Festival-goers into the World of Bentley through craftsmanship, innovation and fascinating talks by those who play an integral part in Bentley’s DNA, while Jockey Club Air will be there to inspire your next travel adventure. Those seeking some country lifestyle inspiration are also encouraged to see the beautiful Holland & Holland collection. Parfum de Marly will be showcasing their luxury, 18th-century French elegance inspired perfume. 

Michael Wainwright, Managing Director of Boodles, said: “Boodles sponsor a race at the Cheltenham Festival and are closely affiliated with horseracing. The Cheltenham Festival audience has proved absolutely ideal for Boodles and a presence in The Orchard alongside other luxury brands has enabled us to meet and sell to some great new customers. Pop-up shops are becoming increasingly important to Boodles and our presence at the Festival gets ticks in every box. Everyone involved loves it.”

For the first time, Cheltenham Racecourse welcomes Country & Town House Magazine as the official media partner of The Orchard™. The Jockey Club was included in the 2020 Great British Brands Edition, by Country & Town House, and with the publication’s readership enjoying the very best of country and city living, the partnership is a perfect fit.

Entry to The Orchard™ is available to Club Enclosure ticket holders, Hospitality guests, Owners and Trainers and all Cheltenham Racecourse Annual Members. Also new for 2020 in The Orchard™ are The Pods, each with their own balcony and available to hire for 12-20 guests in each.

Four days of extraordinary awaits.  For details on The Orchard™ and The Festival please click here or call 0344 579 3003 to book tickets.


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