Pricing and Ticketing Strategy Study for Historic Attractions

Portsmouth Historic Dockyard (PHD) seeks specialist consulting expertise to conduct an independent strategic review of pricing, admissions structures, and visitor decision-making. The organisation needs to understand whether current pricing suppresses demand, how different visitor segments respond to pricing and product options, and how to optimise the balance between revenue generation and audience growth. This 18-month engagement (core work 6-9 months) requires expertise across pricing strategy, behavioural insight, visitor research, digital analytics, and commercial implementation. Deliverables include recommended admissions architecture, pricing framework, guidance on entry-level products and discounting strategies, Gift Aid recommendations, third-party sales strategy, and a practical implementation roadmap for Easter 2027. Consortium bids are welcomed with complementary expertise; one organisation must serve as lead contractor. The contract will be managed by the Head of Audiences and Revenue Marketing with support from the Performance and CRM Lead. Regular project meetings and steering group reviews will monitor progress. Estimated contract value is £60,000-£120,000 excluding VAT, funded from approved budgets supporting long-term commercial growth. Suppliers will be evaluated on understanding of the strategic challenge, methodology robustness, relevant expertise, project team quality, practical applicability of recommendations, value for money, and sustainability.