Cedar Mill Group acquires and rebrands Humm Events

Cedar Mill Group has acquired event management, logistics and production planning companies, Humm, and rebranded it Humm Events.

The announcement:

Winarch Capital’s newly-formed Cedar Mill Group has acquired one of Australia’s leading event management, logistics and production planning companies, Humm, and rebranded it Humm Events as it doubles down on aggressive growth plans.

From music festivals and concert tours to key state government and sporting events, Humm Events has created and managed some of the most spectacular special events in Australia.

Humm Events has also been the workhorse behind a number of major festivals around the country since Iain Morrison launched the business in 2001, including Beyond the Valley, Good Things Festival, NRL Nation and the record-breaking Fire Fight Australia benefit concert.

Its clients include Live Nation, TEG, Regional Touring, Untitled Group, a number of local councils and NSW Government, operating in some of the biggest venues in Australia.

“It’s been an amazing ride for the team and the business to date but for Tara and myself it was an opportunity too good to let go,” Morrison said.

”We now have the capacity to resource the business how and when we need to.

“Our ambition is to grow our team and presence further in the Australian/New Zealand markets, continuing a consistent level of industry benchmark outcomes for all of our clients.”

Humm Events’ services cover event, site and production management; creative concept development; COVID-19, crowd and risk planning; and strategic consulting for event owners, with feasibility planning being a big growth area for the business.

Iain Morrison, and business partner Tara Whitfield, will remain with Humm Events as Event Directors, alongside Cedar Mill Group’s Kyle McKendry who has been named General Manager.

Kyle McKendry joined Cedar Mill Group in 2019 after almost two decades at Roche Group to lead the company’s foray into the live entertainment, event, and tourism industries.

“Humm Events is a very important acquisition for our group,” McKendry said.

“Joining the experience and expertise of Iain, Tara and the Humm Events team accelerates our capability in this exciting industry and fits perfectly with our future growth plans.”

Cedar Mill Group, which is preparing to build two new venues in the Lake Macquarie/ Hunter Valley Regions in NSW, has its sights set on bolstering the live music and events industry as it recovers from the global pandemic.

The two new purpose-built venues, named Cedar Mill Lake Macquarie and Cedar Mill Hunter Valley, will include multi-million-dollar entertainment and cultural precincts with an amphitheatre capacity of 30,000 in Lake Macquarie and 22,000 in the Hunter Wine Region.

Winarch Capital CEO, Paul Lambess, said the decision to bring Humm Events into the Cedar Mill Group was a no brainer as it readies to become a key player in the events sector.

“The challenge we have set ourselves as a business is to be the benchmark in all we do. Adding skill and credibility in event management is a natural fit for our strategy,” Lambess said.

“We look forward to working with the passionate and experienced Humm Events team and doing our part in growing this exciting and already successful event business.”

Source: Cedar Mill Group Media Release


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