Cedar Mill Group Rebrands Humm Events, Unveils Leadership

With growth projected in the months ahead, Cedar Mill Group rebrands its touring logistics arm Humm Events to Cedar Mill Events, and taps concerts veteran Nathan Zervos as event director.

Zervos is an experienced events and promotion professional, with stints working across Rolling Stones and Bruce Springsteen concerts for Frontier Touring, Groovin’ The Moo festival and the V8 Supercars in Newcastle, Gold Coast and Townsville.

“Nathan brings over 20 years of experience and understanding across many event formats, making him a great addition to Cedar Mill Events,” comments Kyle McKendry, Winarch Capital and Cedar Mill Group CEO.

His “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.”

Zervos’ appointment bolsters the leadership team which also includes Mark “Trogg” Svendsen, who recently arrived as operations manager. Svendsen has duties for guiding the group’s stadium efforts in Sydney and Melbourne, and has worked on the Kings of Leon show at Mildura Sporting Oval and Foo Fighters’ headline-grabbing date earlier this year in Geelong.

Kyle McKendry

“I’m extremely excited at the opportunity to join Cedar Mill Group,” Zervos comments.

“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.”

Zervos takes the reins at a business whose services cover event, site and production management, creative concept development, and strategic consulting for event owners, with feasibility planning being a major growth area.

He continues, “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.”

The leadership team is locked-in following Cedar Mill Group’s July 2021 acquisition of Humm, the 20-year-old management, production planning and logistics company.

Its clients include Live Nation, TEG Dainty, TEG, Frontier Touring, Untitled Group, and NSW Government, and the unit has had a hand in such events as 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.

Humm founder Iain Morrison and partner Tara Whitfield are no longer with the business, a company statement confirms.

There’s no slowing down for Cedar Mill Events, which now sits alongside Cedar Mill Venues, Cedar Mill Risk Management, and its production and security services divisions.

Currently, its team is at work on Red Hot Chili Peppers and Harry Styles dates at Marvel Stadium and concerts at the MCG including Billy Joel, Guns N’ Roses, Ed Sheeran, plus Elton John at AAMI Park.

Owned by Winarch Capital, Cedar Mill Group is eyeing “more rapid growth in 2023,” reads a statement issued today (Nov. 7).

In line with those ambitions, the group’s Hunter Valley wine region site, in Pokolbin, has 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.

The group’s top brass are said to be “actively searching” for future Cedar Mill sites across the country.