Based near the Cheltenham Racecourse, it amazes me that over a 4-day period, 200,000+ people head to Cheltenham to see the racing spectacle, which concludes with the Cheltenham Gold Cup race. 

Local hospitality businesses benefit from the additional revenue, but very few other sectors see any gain, and locals stay away from town for fear of mixing with the alcohol-fuelled crowd. 

The visitors to the town seem to be here on holiday and have disposable income to spend. What could the locals do to attract the punters to spend their hard-earned money elsewhere?