Planning

Pantomime Procurement

READING BOROUGH COUNCIL

This public procurement record has 2 releases in its history.

PlanningUpdate

14 May 2026 at 15:44

UK2 - Preliminary Market Engagement Notice
Planning

06 May 2026 at 19:30

UK2 - Preliminary Market Engagement Notice
Summary of the contracting process

Reading Borough Council is currently in the planning stage of a procurement process titled "Pantomime Procurement". This process involves a soft market engagement for a seasonal pantomime production at The Hexagon, Reading's largest entertainment venue located in the United Kingdom. The industry category for this process falls under entertainment services. The council is conducting this preliminary engagement to assess market capacity and inform potential procurement routes. The engagement notice was issued on 6th May 2026, with a response deadline set for 20th May 2026. The procurement aims to explore commercial models and community engagement opportunities without committing to a formal contractual process at this stage. A new pantomime production contract is expected to commence by Autumn 2026 to facilitate the 2027/28 pantomime season.

This tender presents a significant opportunity for businesses involved in entertainment and cultural productions, particularly those with experience in delivering pantomime shows. Companies can benefit from potentially partnering with the council to manage one of the most commercially significant events at The Hexagon. Opportunities for business growth can arise from improved audience engagement, innovative production methods, risk mitigation strategies, and inclusive programming. Companies specialising in entertainment production, especially those with a focus on regional theatre and community engagement, stand a good chance of competing effectively in this procurement process. Through the soft market engagement, firms can contribute insights and suggest creative strategies that align with the council's objectives of expanding audience reach and ensuring the sustainability of the production.

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Notice Information

Notice Title

Pantomime Procurement

Notice Description

The Hexagon, Reading's largest entertainment venue, delivers a wide-ranging and diverse programme of events throughout the year. The annual pantomime represents the most commercially significant and strategically important component of the venue's programme. In 2022, a formal procurement process was undertaken to appoint Imagine Theatre as the pantomime production partner. This contract is now approaching its conclusion, with Aladdin (2026/27) being the final production under the current agreement, which ends in February 2027. To ensure continuity of delivery, audience engagement, and timely marketing and production planning, The Hexagon must enter into a new pantomime production contract by Autumn 2026, enabling full preparation for the 2027/28 pantomime season. The appointment of a pantomime production partner is a critical procurement for The Hexagon, given the pantomime's status as the venue's most commercially significant and strategically important annual event. A formal procurement process is required to ensure compliance with public sector procurement regulations, secure best value, promote fair competition, and mitigate financial and operational risk. Early market engagement and timely contract award are essential to enable sufficient lead-in time for creative development, casting, production planning, and marketing activity, all of which typically commence 12-18 months in advance of delivery.

Planning Information

SOFT MARKET ENGAGEMENT NOTICE Seasonal Pantomime Production Venue: The Hexagon Local Authority: Reading Borough Council Engagement Reference: SOFT MARKET ENGAGEMENT NOTICE Issue Date: 06/05/2026 Response Deadline: 20/05/2026 Please submit your responses by email to eoi@reading.gov.uk ________________________________________ 1. Purpose of this Engagement RBC is undertaking a Soft Market Engagement exercise in advance of a potential procurement process for the delivery of a seasonal pantomime at The Hexagon. The purpose of this exercise is to: • Understand current market capacity and appetite • Explore viable commercial and contractual models • Inform the proposed procurement route and specification • Identify innovation, audience development and community engagement opportunities This is not a call for competition and does not commit the Council to commence a procurement process. ________________________________________ 2. Venue Overview • Auditorium capacity: 960 • Typical performance run: 48 performances from Early Dec - Early Jan • Average pantomime attendance: 35,000 • Technical specification summary: Please follow the link https://tinyurl.com/HexagonTechSpec The Council is particularly interested in understanding how producers can support: • Box office growth • Risk mitigation • Community participation • Accessibility and inclusive programming ________________________________________ 3. Engagement Format The Council proposes: • Written responses to this questionnaire • Optional 1:1 virtual engagement meetings (30-45 minutes) • Potential supplier engagement event (if appropriate) All participating organisations will receive the same information to ensure transparency. ________________________________________ Supplier Response Questionnaire 1. Organisation Overview • Company name and registration details • Years trading • Summary of pantomime production experience • Experience in similar sized Local Authority venues. ________________________________________ 2. Market Insight Please outline: • Current trends in regional pantomime production • Emerging commercial models (guarantee, risk-share, hybrid) • Typical production budget ranges for venues of comparable scale • Casting strategies and impact on financial performance ________________________________________ 3. Commercial Structures For a venue of 960 please indicate: • Preferred financial model and rationale • Typical box office splits (if risk-share) • Minimum performance run to ensure viability • Key cost drivers affecting pricing Indicative figures are welcome at this stage (non-binding). ________________________________________ 4. Creative & Audience Development • How do you tailor pantomime scale to venue size? • What marketing assets do you typically provide? • Strategies for reaching new or underrepresented audiences • Examples of community or education engagement delivered ________________________________________ 5. Risk & Delivery Considerations • Key risks in delivering pantomime in the current market • Mitigation strategies • Lead-in time required for casting and production build • Technical or scheduling constraints the Council should consider ________________________________________ 6. Innovation & Added Value • Digital integration (streaming, social media campaigns, influencer marketing) • Environmental sustainability practices • Local employment / skills development opportunities ________________________________________ 4. Confidentiality Information provided will be used solely to inform procurement strategy. Commercially sensitive information will not be disclosed publicly. ________________________________________ 5. Next Steps Following this engagement, the Council may: • Refine its delivery model • Publish a formal procurement notice • Decide not to proceed

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0692b3
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/044575-2026
Current Stage
Planning
All Stages
Planning

Procurement Classification

Notice Type
UK2 - Preliminary Market Engagement Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Not Specified
Procurement Method Details
Not specified
Tender Suitability
Not specified
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

92 - Recreational, cultural and sporting services

CPV Codes

92300000 - Entertainment services

Notice Value(s)

Tender Value
£1,155,000 £1M-£10M
Lots Value
Not specified
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
14 May 20261 weeks ago
Submission Deadline
Not specified
Future Notice Date
20 May 2026Expired
Award Date
Not specified
Contract Period
30 Sep 2026 - 1 Oct 2029 3-4 years
Recurrence
Not specified

Notice Status

Tender Status
Planning
Lots Status
Planning
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
READING BOROUGH COUNCIL
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
READING
Postcode
RG1 2LU
Post Town
Reading
Country
England
Major Region (ITL 1)
TLJ South East (England)
Basic Region (ITL 2)
TLJ1 Berkshire, Buckinghamshire and Oxfordshire
Small Region (ITL 3)
TLJ16 Berkshire West
Delivery Location
TLJ11 Berkshire
Local Authority
Reading
Electoral Ward
Abbey
Westminster Constituency
Reading Central

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

Download

The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

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