PHD Strategic Pricing, Ticketing and Demand Study

PHD has identified a need for specialist expertise to address several strategic questions that cannot be answered internally with sufficient confidence. Existing evidence suggests pricing, admissions structure and visitor decision-making are affecting demand and conversion. However, the organisation requires independent analysis and modelling to understand:

• Whether current pricing levels suppress demand.
• How visitor segments respond to price and product structure.
• The impact of removing lower-commitment admission products.
• The relationship between yield, volume and long-term sustainability.
• The role of digital channels in visitor conversion.
• How future ticketing structures can support both commercial performance and audience growth.

Deliverables

• The commission is expected to produce:
• A recommended admissions architecture.
• A recommended pricing framework.
• Recommendations regarding lower-priced entry products.
• Recommendations regarding Gift Aid.
• Recommendations regarding discounting.
• Recommendations regarding affiliate, trade and third-party sales.
• A practical implementation roadmap for Easter 2027.

Procurement Structure

An open competitive procurement exercise will be undertaken.

Potential suppliers will be invited to submit proposals detailing:

• Understanding of the brief.
• Proposed methodology.
• Relevant experience.
• Project team.
• Cost proposal.
• Delivery timetable.

Submissions will be evaluated against:

• Understanding of strategic challenge.
• Methodology and robustness.
• Relevant expertise.
• Practical applicability.
• Value for money.
• Quality of proposed team.

Consortium bids are welcomed where they bring together complementary expertise across pricing strategy, behavioural insight, visitor research, digital analytics and commercial implementation. One organisation should be identified as lead contractor and assume overall responsibility for delivery.

Contract Management

The contract will be managed by the Head of Audiences and Revenue Marketing (Racheal Brasier) with support from Sharna Bennett (Performance and CRM Lead).

Regular project meetings will be held throughout delivery. Key milestone outputs will be reviewed by an internal project steering group representing:

• Portsmouth Historic Dockyard Operations with representation from MRT and RNM

Contract Duration

18 months

The core consultancy work is expected to complete within approximately 6-9 months, with the remaining term allowing for validation, implementation support and follow-up advice as required.

Contract Value

The estimated contract value is between £60,000 and £120,000 excluding VAT, based on the indicative project scale identified through an initial document sent out to potential suppliers. Initial market research was undertaken with a variety of suppliers that outlined different approaches to the work - the estimates provided ranged from £60,000 - £120,000.

Funding is expected to be met from approved budgets and supports long-term commercial growth priorities for both RNM and MRT.

Failure to undertake the study may result in:

• Continued suppression of visitor demand.
• Reduced accessibility for key audience segments.
• Inefficient pricing structures.
• Lost admissions income.
• Poor strategic decision-making based on incomplete evidence.
• Failure to optimise the balance between revenue generation and audience growth.

Supplier Suitability Assessment

Suppliers will be assessed against:

• Understanding of the strategic challenge (15%).
• Methodology and approach (15%).
• Relevant experience and expertise (15%).
• Project team quality (15%).
• Deliverability and practical recommendations (15%).
• Value for money (15%).
• Sustainability (10%)

Evaluation criteria reflect those outlined in the commission brief.

Full details can be found within the scope document.