Cheltenham has announced that its annual membership package for 18 to 24-year-olds is being extended to those aged up to 28 for the 2019/20 season.
The Club 18-28 annual membership costs £215 before September 1 (£230 afterwards), compared to the regular adult membership rate of £410.
It gives admission to the Club Enclosure for all 16 racedays at Cheltenham Racecourse, including The Festival meeting in March. So anyone able to attend every race day pays about £13 per visit.
Cheltenham says it recognises the financial constraints faced by potential racegoers in this age group, as they are often still undertaking or finishing their education, starting out in the world of work or moving into their first home.
The longstanding 18-24 Annual Membership has proved popular and it is hoped that extending the upper age limit to 28 will mean that more people are encouraged to go racing regularly at Cheltenham.
Ian Renton, Cheltenham and South West Regional Director for Jockey Club Racecourses, said: "Our current 18-24 Annual Membership is hugely popular and offers great value at just £215 for the 16 days of the season.
"Like many racecourses, we look to attract the younger generation to Cheltenham to develop their interest in the sport.
"I hope that, by extending our Junior Membership discount to the age of 28, this will encourage more people to continue or take up membership at Cheltenham."
Jockey Club Racecourses also offers a South West Junior Membership, also now for those between the ages of 18 and 28, for only £125.
This package excludes The Festival meeting, but includes the other dozen Cheltenham racedays and the full season at Exeter, Warwick and Wincanton.
In order to qualify for Club 18-28 annual membership, applicants must be aged under 29 on October 1, 2019.