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...