Sherwood Observatory
Background:
- Sherwood Observatory is located Sutton in Ashfield and was opened in 1986. It houses one of the largest public access telescopes in the UK and is the base station for the UK amateur meter detection network
- It is run by the Mansfield and Sutton Astronomical Society (trading as Sherwood Observatory), a non-profit organisation that aims to increase interest in science and engineering through astronomy
- For many years Sherwood Observatory was used to deliver outreach education supporting the local community about STEM subjects and the potential for careers in science and engineering
- In August 2023 construction began to build a planetarium and science discovery centre using a redundant Victorian Reservoir located adjacent to the observatory. The new centre would further help to inspire a new generation of scientists and engineers from across the region, thereby supporting jobs growth and prosperity
- The business plan showed a potential expansion in visitor numbers from 3000 per year to over 20,000 and this magnitude of increase was anticipated to bring some significant challenges around how the observatory manages the charity and takes bookings.
Challenges:
- Sherwood Observatory needed to develop a new website as the previous one was not fit for purpose for the expanded offer. The new site would also need to include a full booking system and e-commerce shop through which they would sell merchandise.
- The increased turnover also meant Sherwood Observatory would need to be VAT registered. However, specialist advice was required to a) ensure the charity is organised in the most tax efficient way; b) understand which of its activities, if any, will be VAT exempt; and c) better understand the parameters under which they can claim Gift Aid. By ensuring they operate as financially efficient as possible, they will maximise profitability, which will allow additional jobs to be created in due course.
Solutions:
- Ashfield Business Support team provided advice on available support opportunities including funding
- Sherwood Observatory applied for an Enterprise Grant and was awarded £6000 to enable them to develop solutions to these challenges
- Sherwood Observatory used this funding to appoint a specialist website developer who collaborated with them to construct and commission the new website
- Sherwood Observatory also received specialist tax advice to guide them through the VAT registration process and to help them to define which of their activities could be classified as VAT exempt.
Outcome:
- The new website has enabled people to see the full range of future events, allowing them to make a direct booking for the event and time of their choice. It also serves as a portal for booking enquiries from corporate organisations, schools and others wishing to make a private group booking. The new platform has successfully allowed Sherwood Observatory to maximise customer engagement opportunities and leading sales, thus creating increased revenues that have allowed them to employ two full time staff
- The specialist TAX advice has helped them to increase their profitability, due to only having to pay VAT in circumstances where it is required. Without this advice they say they would likely have overstated the amount of VAT collected on behalf of HMRC, thereby taking money out of the charity
- The first two months of opening saw members of the public, groups, schools, and corporate organisation using the new website to make bookings. They sold over 7,500 general admission tickets through the website by the end of January 2025 and took 230 enquiries from groups, school visits through to web based enquiry forms.
A word from the business
“Ashfield Business Support team have been extremely helpful throughout the whole project. The amount of knowledge and advice that is available from just one meeting is fantastic. Our visitor numbers have exceeded expectations, and this is now allowing us to advertise for a third full time staff role.” - Dr Steve Wallace, Chairman of Sherwood Observatory