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PHD Strategic Pricing, Ticketing and Demand Study

THE NATIONAL MUSEUM OF THE ROYAL NAVY

This public procurement record has 1 release in its history.

Tender

10 Aug 2026 at 16:39

UK4 - Tender Notice
Summary of the contracting process

Royal Navy Museums is procuring specialist research and consultancy services for a strategic pricing, ticketing and demand study supporting Portsmouth Historic Dockyard and its associated organisations. The work will examine whether pricing suppresses demand, how visitor segments respond to prices and product structures, the effect of removing lower-commitment admission products, and the relationship between yield, visitor volume and long-term sustainability. It will also assess digital conversion channels and future ticketing structures. Expected outputs include an admissions architecture, pricing framework, recommendations on lower-priced products, Gift Aid, discounting and affiliate, trade and third-party sales, plus an implementation roadmap. The service is delivered in Portsmouth and falls within research and related consultancy services. The buyer welcomes consortium bids combining pricing strategy, behavioural insight, visitor research, digital analytics and commercial implementation expertise.

The procurement has reached tender: Royal Navy Museums invited suppliers to submit offers through an open competitive procedure. Enquiries had to be submitted by 21 August 2026 at 12:00, and offers by 11 September 2026 at 12:00. Electronic submission is not allowed; proposals are submitted in English by email to procurement@royalnavymuseums.org.uk. The contract is scheduled to run from 19 October 2026 to 31 March 2027, with the award decision due by 6 October 2026. The estimated value is £60,000 excluding VAT (£72,000 including VAT). There is one lot. Evaluation is based on understanding of the brief, methodology, relevant experience, practical recommendations, team quality and robustness of approach, each weighted at 15%, with sustainability weighted at 10%.

This opportunity suits consultancies able to combine commercial pricing strategy with robust visitor and behavioural research. Strong bidders will need to analyse demand, visitor segmentation, admissions products, yield and volume, digital conversion, discounting, Gift Aid and third-party sales, then turn evidence into practical recommendations. The brief favours suppliers with relevant experience and expertise, a credible project team, a robust methodology and the capacity to support implementation, validation and follow-up advice. Proposals should demonstrate a clear understanding of the strategic challenge and deliverable, practical applicability and value for money. Sustainability is part of the assessment, including how the supplier will minimise environmental impact and maximise social value. Consortium bids are welcome where complementary capabilities are brought together, provided one lead contractor accepts overall responsibility.

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Notice Information

Notice Title

PHD Strategic Pricing, Ticketing and Demand Study

Notice Description

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 PS60,000 and PS120,000 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 PS60,000 - PS120,000. 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.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06e096
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/075910-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
Tender Suitability
SME
Awardee Scale
Not specified

Common Procurement Vocabulary (CPV)

CPV Divisions

73 - Research and development services and related consultancy services

CPV Codes

73000000 - Research and development services and related consultancy services

Notice Value(s)

Tender Value
£60,000 Under £100K
Lots Value
£60,000 Under £100K
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
10 Aug 20261 months ago
Submission Deadline
11 Sep 2026Expired
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
19 Oct 2026 - 31 Mar 2027 1-6 months
Recurrence
Not specified

Notice Status

Tender Status
Active
Lots Status
Active
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
THE NATIONAL MUSEUM OF THE ROYAL NAVY
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
PORTSMOUTH
Postcode
PO1 3NH
Postcode Area
Portsmouth
Country
England
Major Region (ITL 1)
TLJ South East (England)
Basic Region (ITL 2)
TLJ3 Hampshire and Isle of Wight
Small Region (ITL 3)
TLJ31 Portsmouth
Delivery Location
Not specified
Local Authority
Portsmouth
Electoral Ward
Charles Dickens
Westminster Constituency
Portsmouth South

Further Information

Open Contracting Data Standard (OCDS)

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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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