Cedar Mill Group acquires Humm Events

July 22, 2021

Winarch Capital’s newly-formed Cedar Mill Group - a strategic and property development firm based in Newcastle - has acquired one of Australia's leading event management and production planning companies, Humm, rebranding it as Humm Events.

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' 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.

Humm Events has 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.

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.

Morrison advised "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.

”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.”

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 and notes "Humm Events is a very important acquisition for our group.

“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.”

Founded in 2016 by Paul Lambess, Winarch Capital is delivering a range of residential, commercial and industrial developments in the Lake Macquarie and Hunter Region.

Cedar Mill Group is preparing to build two new venues in the Lake Macquarie/ Hunter Valley Regions in NSW, and 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.

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 and adds “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.

“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."

Image: Fire Fight Australia courtesy Humm Events. Credit Jordan Munns Photography

16th February 2021 - TEG reports successful deployment of $11.1 million funds raised from FIRE FIGHT AUSTRALIA concert

17th February 2020 - Fire Fight Australia concert raises $9.5 million for bushfire relief

14th January 2020 - Sydney’s Fire Fight Australia concert sells out within 24 hours

16th July 2021 - Live Nation expands Western Australian operations with acquisition of Mellen Events

27th February 2021 - Live Nation confident of future shows despite major revenue fall

21st September 2020 - Live Nation appoints senior leadership roles within its Asia Pacific division

20th May 2020 - Live Nation to launch socially distanced concerts at Auckland’s The Tuning Fork

9th July 2021 - TEG announces launch of new global partnership

24th August 2015 - NRL Nation to launch during 2015 Grand Final week

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