Tender: Strategic Pricing, Ticketing and Demand Study for Portsmouth Historic Dockyard (PHD)

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Portsmouth Historic Dockyard (PHD) is seeking a supplier to deliver an independent strategic pricing, ticketing and demand study to assess whether current pricing suppresses demand, how visitor segments respond to price and product structure, the impact of removing lower-commitment admission products, the relationship between yield and volume, the role of digital channels in conversion, and how future ticketing structures can support commercial performance and audience growth. The commission must produce recommended admissions architecture and pricing framework, guidance on lower-priced entry products, Gift Aid, discounting, affiliate/trade/third-party sales, and a practical implementation roadmap for Easter 2027; the open competitive procurement invites proposals on methodology, experience, team, cost and timetable, with an 18-month contract (core work in ~6–9 months) and an estimated value of £60,000–£120,000 excluding VAT, managed by the Head of Audiences and Revenue Marketing (Racheal Brasier) with support from Sharna Bennett and reviewed by an internal project steering group including Portsmouth Historic Dockyard Operations with representation from MRT and RNM.