IWM Air Shows: Improving Profitability
The Imperial War Museums delivered two annual air shows, each attracting audiences of up to 50,000 people. While the events were hugely popular and complex to deliver, profit margins were low.
© IWM
The challenge
Despite their scale and popularity, the air shows faced several structural challenges:
Profit margins were low
Costs were dispersed across multiple departments
Budget responsibility was fragmented, limiting oversight and accountability
Decision-making around spend lacked clarity and consistency
The approach
I led an organisation-wide consultation to understand how costs were being managed and where inefficiencies were occurring.
Under my leadership, this process focused on:
Mapping all event-related costs across departments
Understanding where duplication and ambiguity existed
Creating a shared picture of financial reality
Rather than imposing change unilaterally, I worked to build understanding and buy-in, recognising that large-scale museum events rely on cross-organisational trust as much as structure.
The solution
Following the consultation, I led the development and implementation of a new operating model.
Key changes included:
Centralising all air show-related budgets under the event team
Establishing clearer accountability for financial performance
Enabling more strategic decision-making around spend and return on investment
This model reduced administrative burden on wider teams, who no longer needed to manage separate budgets for the event, while improving oversight and efficiency.
The new approach allowed the air show team to make informed, timely decisions based on a complete financial picture.
The impact
Profitability increased by 9% which was significant due to large volume of visitors
Improved financial oversight and cost control
More efficient cross-organisational working
A shared understanding of the air shows as revenue-generating events alongside their audience engagement role
Solutions & Results
Working together
I work with museums through consultancy and business coaching, supporting leaders to improve financial performance, clarify responsibilities, and guide teams through organisational change.
If you’re managing large-scale events with complex internal structures and need clearer oversight without undermining collaboration, you’re welcome to book a discovery call.