Cheltenham Borough Council is hoping to encourage shoppers to visit the town centre during the Gold Cup Festival. They wish to demonstrate their support not only for the festival but also for local retailers and businesses. It is anticipated that the free car parking will save motorists an average of £3.00 per day during this period.
Councillor Andrew McKinlay, Cabinet Member for Built Environment said: “The races bring a huge amount of benefit to Cheltenham, but we also recognise that it can be a quiet time for retailers in the town centre. Hopefully, with this free parking initiative, those not watching the races will be encouraged to visit the town centre and help our retail economy thrive.”