Cedar Mill Group acquires Humm as it looks to expand event capabilities

The Fire Fight Australia benefit concert in 2020.

Event management, logistics and production planning company Humm has been rebranded Humm Events after being acquired by Winarch Capital’s newly-formed Cedar Mill Group.

Founded by Iain Morrison in 2001, the company has organised everything from music festivals and concert tours to key state government and sporting events 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.

“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 and New Zealand markets, continuing a consistent level of industry benchmark outcomes for all of our clients.”

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.

“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 part of its strategy 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,” he said.

“Adding skill and credibility in event management is a natural fit for our strategy.”