Cedar Mill Group Rebrands Humm Events, Reveals New Leadership

Winarch Capital-owned Cedar Mill Group has announced the rebranding of Humm Events to Cedar Mill Events.

Nathan Zervos named Event Director.

Winarch Capital-owned Cedar Mill Group has announced the rebranding of Humm Events to Cedar Mill Events. The change signals the completion of Cedar Mill Group’s acquisition of Humm, announced in July 2021, as it continues to build Australia’s most ambitious ecosystem for major events, live entertainment and tourism projects.

The rebrand unites Cedar Mill Events with Cedar Mill Venues, Cedar Mill Risk Management, and its production and security services divisions, as it prepares for more rapid growth in 2023. It also appointed new leadership, with Nathan Zervos named Event Director.

Prior to joining Cedar Mill Events, Zervos has worked with major events and promotors including The Rolling Stones and Bruce Springsteen concerts for Frontier Touring, the iconic Groovin’ The Moo music festival and the V8 Supercars in Newcastle, Gold Coast and Townsville.

Zervos’ appointment follows the arrival of Mark ‘Trogg’ Svendsen last October as Operations Manager, responsible for leading the group’s stadium work in Sydney and Melbourne. Having just completed Kings of Leon at Mildura Sporting Oval and Foo Fighters in Geelong, the team is now working on Red Hot Chili Peppers and Harry Styles at Marvel Stadium and concerts at the MCG including Billy Joel, Guns N’ Roses, Ed Sheeran, plus Elton John at AAMI Park.

From major events and concert tours to key state government and sporting events, Cedar Mill Events has created and managed some of the most spectacular special events in Australia. It has also been the workhorse behind a number of major special events & festivals, including Beyond the Valley, Kambosos v Haney World Title fight, Marvell Stadium, The Shane Warne Memorial Service, MCG and Sydney’s New Years Eve Cahill Expressway celebration.

Its clients include Live Nation, TEG Dainty, TEG, Frontier Touring, Untitled Group, and NSW Government, operating in some of the biggest venues around Australia.

Kyle McKendry, Winarch Capital and Cedar Mill Group CEO, said: “Nathan brings over 20 years of experience and understanding across many event formats, making him a great addition to Cedar Mill Events. Nathan’s professionalism, work ethic and relationship-based approach to his clients and co-workers is a real benefit to everyone he collaborates with. We are pleased to have him on the team as we enter the next major growth phase at Cedar Mill Group.”

Nathan Zervos, Event Director, said: “I’m extremely excited at the opportunity to join Cedar Mill Group. I hope my energy and 20 years of experience in site and event management across hallmark events, major sporting events, and music festivals contribute to our ambitious growth plans. I join a team with a wealth of knowledge and experience across the events industry that will ensure our clients receive high-level service across all levels of engagement.”

Cedar Mill Events’ services cover event, site and production management, creative concept development, and strategic consulting for event owners, with feasibility planning being a major growth area. It can also draw on the Cedar Mill Group for expertise in risk management and WHS, security services including crowd and risk planning, and video production services.

The new hire and rebrand further cement Cedar Mill Group’s plans to play a major role in live events and tourism across Australia and New Zealand.

Winarch Capital’s newly-formed Cedar Mill Group also recently announced the acquisition of a 100-acre site on the Maroondah Highway in the Yarra Valley for its third purpose-built outdoor amphitheatre and tourism project, expected to open in 2025 at a cost of up to $190 million.

It follows the previously announced $235 million redevelopment of Morisset Golf Course, to be known as Cedar Mill Lake Macquarie, with a 30,000-person concert venue, cafes and restaurants, accommodation and Australia’s largest aquatic park, with construction underway.

Cedar Mill Group’s Hunter Valley wine region site, in Pokolbin,  has now reached public consultation stage for its second purpose-built outdoor amphitheatre and tourism project, expected to open late 2024 at a cost of about $200 million.

Lambess and McKendry are actively searching for future Cedar Mill sites across Australia.

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