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The Jockey Club

Applications to exhibit in The Orchard™ at The Cheltenham Festival 2022 are now open, here Michael Wainwright, CEO of Walpole member and fine jewellery business, Boodles shares just what it means to him to be part of The Festival™.
30th Nov 2021
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Member News The Jockey Club
The Orchard™ is a uniquely themed area hosting a range of luxury brands for racegoers to soak up whilst enjoying four incredible days of Jump racing. The Orchard™ is available to Club Enclosure ticket holders, including Hospitality guests, Owners and Trainers, and all Cheltenham Annual Members. 
 
Situated in the heart of the Club Enclosure, The Orchard™ delivers top-class entertainment alongside a premium experience for racegoers to make the most of their day at The Festival™.

What does The Cheltenham Festival mean to you?
Being a horse racing fanatic, the four days of the Cheltenham Festival are inked in my diary at the beginning of the year. They are simply unmissable for me. However, even if horse racing is not your thing, it is such an exhilarating, exciting and social week - everyone would love it.
 
Tell us more about ‘The Orchard’ and what attracted you to exhibit within it?
The Orchard has become a little bit of Mayfair at Cheltenham, with Bentley, Boodles, Holland & Holland amongst the exhibitors. It has been beautifully designed by the racecourse and is a thoroughfare for many of the racegoers accessing the luxurious dining offerings. Our stand is permanently busy and we now meet a lot of customers there who do not necessarily go to London very often.
 
How does you partnership with The Jockey Club allow you to reach new audiences?
A few years ago it dawned on us that it is easier to pick up new customers, who are crucial to every business, at events than by any other marketing activity. We therefore looked at several events which presented the possibility for us to meet likely customers.  The Cheltenham Festival, along with Chelsea Flower Show, Burghley and Blenheim Horse Trials, have been selected by Boodles for exhibiting.  This year will be our fifth year exhibiting at the Festival and notwithstanding the pandemic, business has grown each year.  Our staff also love being a part of it.
 
Why would encourage other Walpole Members to showcase their wears in The Orchard?
Admittedly I am biased as I love horse racing, but I can think of few events which are more on-brand than the Cheltenham Festival for exhibiting, sponsoring and entertaining, and we do all three through the week.

Applications to exhibit in The Orchard™ at The Cheltenham Festival 2022 are now open – please contact [email protected] for more information. The Festival 2022: 15th-18th March 2022.
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