In its quest to draw back audiences and boost attendance numbers, there has been a real push from the Cheltenham Festival to look to the past and repeat previous successes.
Whether that is reducing the price of a pint of Guinness by 30p, bringing back the Ladies Day moniker for the first time in seven years or making fan-favourite retired jockey Rachael Blackmore the face of the day, these initiatives are having a positive impact. But they pale in comparison to the draw of watching the best horses race at this most splendid of racecourses.
