GB-London: RBGKEW1192 Membership and Day Visitor Optimisation

Kew Gardens was on a significant visitor and membership growth trajectory pre-Covid. Since the pandemic we have recovered some way but now have ambitious plans to accelerate visitor and member volume and income growth. We want to work with an external consultant to identity options for where growth will come from, to suggest pricing for the next two years, how best to optimise day visitor versus membership growth for maximum income, and project realistic targets for both over the next 7 years. The findings and recommendations should consist of membership pricing, product and benefits options along with day ticket pricing and its relationship to membership. The report which needs to be delivered by the end of August will be used to inform a paper to our Executive Board and Board of Trustees in the early autumn.