Fremantle Prison Tour Product Pricing Review

Client: Government of Western Australia - Department of Planning, Lands and Heritage State: WA


The Department of the State Heritage Office commissioned a value for money review of the tour products offered by Fremantle Prison to assist in setting the pricing policy and ticket prices reflective of the experiences offered and responsive to the market.


AEC addressed the project objectives by undertaking detailed desktop research to understand the tourism products offered with Perth metropolitan area as well as interstate offerings. Additionally, in-depth stakeholder consultations were undertaken to support our recommendations for yield management and further product extension at the Prison. Finally, approximately 400 intercept surveys were undertaken with visitors at the Prison to assess value for money of the tour products offered.


The final report was due for submission within four (4) weeks of AEC being commissioned to undertake the works. Effective strategies were utilised by AEC to ensure delivery of the final report within the set timeframes including effective management of AEC resources. The project plan was designed with the strict timeframe in mind ensuring priorities were set accordingly for each component of the study. AEC successfully delivered the final report prior to the delivery date as a result of effective planning and execution of various study components.