The promoters of the Morisset Golf Course are planning a similar $ 40 million concert and hospitality venue “right in the heart” of the Hunter Valley wine region.
Its new Cedar Mill Group also acquired one of Australia’s leading Humm event and production companies – renamed Humm Events – as part of its efforts to streamline operations and embark on ambitious expansion plans.
The proposed site for the Cedar Mill Pokolbin site is at the corner of Broke and McDonalds roads, adjacent to the Hope Estate cellar and outdoor music room.
Cedar Mill Group Director Kyle McKendry described the land as “the most upscale development site in the Hunter Valley wine region.”
“It’s 105 acres of heavenly joy,” he said. “You already have Bimbadgen, Hope, and Roche, and we’re going to fall right in the middle. It’s at the heart of it all, but we’re up there doing our own thing.”
The development, plans for which will be filed with Cessnock City Council in the coming months, will likely include a wine museum or wine center of excellence.
The Cedar Mill Group architect has visited “world-class tourism” sites in Europe and North America to derive ideas for the site, McKendry said. Planning Cedar Mill Morisset, which includes an amphitheater with a capacity of 30,000, also briefed the project.
“This will be the first purpose-built outdoor amphitheater in Australia, Morisset,” he said.
“We learned a lot, and now when we do the Hunter [site] we can overlay that. “
The Pokolbin and Morisset sites will ultimately be the first of “multiple sites” across Australia and New Zealand, he said.
Winarch Capital CEO Paul Lambess said the integration of Humm Events into the Cedar Mill Group was “a given”. Founded in 2001 by Iain Morrison, who will remain with the renowned company, Humm has managed a series of events including a recent U2 tour, the Good Things Festival and the Fire Fight Australia benefit concert.
“The challenge that we have set for ourselves as a company is to be the benchmark. We look forward to working with the passionate and experienced team at Humm Events and … to develop this exciting and already successful event activity”, Mr Lambess said.