Cedar Mill Group

What Cedar Mill Group does

Cedar Mill Group, rebranded to Winarch Group in November 2024, is an Australian integrated investor, developer, and manager of real estate, alternative assets, and live entertainment, headquartered in Newcastle, NSW. The group operates through four divisions: Winarch Live (live event production and services), Winarch Experience (creative and experiential services, launched June 2025), Winarch Music (music retail, including brands such as The Guitar Lounge and Musos Corner), and Winarch Property (real estate development and investment). It serves government, corporate, cultural, and commercial sector clients, and positions itself as a precinct-level delivery platform combining property, events, and creative services.

The company's asset base includes a property development pipeline valued at $590 million (AUD), against which approximately 10 live events were serviced in 2024. The organization is privately held with between 11 and 50 employees, led by Geoff Martin as Owner/Founder and Paul Lambess as Founder and Managing Director. The September 2023 acquisition of Wats On Events and the October 2025 appointment of dedicated Heads of the Live and Music Divisions indicate an active build-out phase under the Winarch brand, with Winarch Experience signaling the group's first explicit international expansion intent.

The business model blends capital-intensive property development (revenue recognized over multi-year project timelines), episodic live event production services, and recurring music retail operations across multiple branded storefronts. There are no disclosed funding rounds, no third-party VC/PE backing, and no AI/ML capability statements in the available data. Revenue mix is not broken out by division, and customer-level concentration is not disclosed, so segment-level economics must be inferred from the $590M pipeline value, 10-event annual servicing volume, and 11-50 employee headcount.

Name

Cedar Mill Group

Legal name

Winarch Group

Website

https://cedarmill.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Cedar Mill Group, now Winarch Group, is an Australian integrated investor, developer, and manager of real estate, alternative assets, and live entertainment. It operates four divisions (Live, Experience, Music, Property) with a $590M property pipeline, serving government, corporate, cultural, and commercial sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Newcastle

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Live Event Services: End-to-end event services including event strategy, creative direction, infrastructure planning, logistics, safety, and onsite execution for government, corporate, cultural, and commercial sectors
2. Real Estate Development: Property investment, development, and management across industrial, tourism, retail, residential, and events sectors with $590M in current developments
3. Live Entertainment Content: IP development, rights acquisition, event promotion, and international market expansion for premium live entertainment properties including tours, destination experiences, and large scale festivals
4. Music Retail: Music retail operations through portfolio brands including The Guitar Lounge and Musos Corner

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Cedar Mill Group (now operating as Winarch Group) is an integrated investor, developer, and operator of real estate, alternative assets, and live entertainment, delivering projects across four divisions: live event staging, content production, specialty music retail, and property development and management. The group serves government, corporate, cultural, and commercial clients with $590M in current property developments and operates sub-brands including Cedar Mill Events, SEAA, Wats On Events, The Guitar Lounge, and Musos Corner across Australia.

Product overview

Winarch Group operates as an integrated investor, developer, and manager of real estate, alternative assets, and live entertainment. Cedar Mill Events operates as a sub-brand within the Winarch Live division, which also includes SEAA and Wats On Events. The company is structured into four main divisions: Winarch Live (live events), Winarch Experience (content and promotion), Winarch Music (music retail brands including The Guitar Lounge and Musos Corner), and Winarch Property (real estate development). This multi-brand, multi-platform architecture enables end-to-end delivery across live entertainment, property, and music sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Cedar Mill Events: Specialist brand under Winarch Live providing live event management and delivery services
• SEAA
• Wats On Events
• Winarch Live
• Winarch Experience
• Winarch Music
• Winarch Property
• The Guitar Lounge
• Musos Corner

Products and services

• Winarch Live (Live Event Management) Live event staging and operations division delivering multi-platform live event services across government, corporate, cultural, and commercial sectors through sub-brands including Cedar Mill Events, SEAA, and Wats On Events.
• Winarch Experience (Content Production) Content and production services arm supporting live event delivery, branded activations, and cultural programming across the group's government, corporate, cultural, and commercial engagements.
• Winarch Music (Specialty Music Retail) Specialty music retail division operating sub-brands including Musos Corner and The Guitar Lounge, selling musical instruments and related products to retail customers in Australia.
• Winarch Property (Real Estate Development and Management) Real estate investment, development, and management division with $590M in current property developments, providing an integrated property backbone to the group's live entertainment and precinct delivery model.

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Wats On EventscoreOthersWats On Events is one of the specialist brands under Winarch Live division. Acquired by Winarch Group in September 2023 to extend Events and Activations capabilities. Together with Cedar Mill Events and SEAA, forms the national platform of industry-leading talent and operational excellence.
• SEAAcoreOthersSEAA is one of the specialist brands under Winarch Live division, operating alongside Cedar Mill Events and Wats On Events to form a national platform of industry-leading talent and operational excellence in live events.
• The Guitar LoungecoreOthersPart of Winarch Music portfolio, one of Australia's most established and respected music retail institutions. Serves as a vital access point connecting artists, professionals, and passionate audiences.
• Musos CornercoreOthersPart of Winarch Music portfolio, one of Australia's most established and respected music retail institutions. Renowned for heritage, expertise, and deep relationships within the music community.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MCI Group: Global meetings, events, and association management company. Comparable to Winarch Live's end-to-end event strategy and execution services for government, corporate, and association clients across multiple verticals.
• GPJ (George P. Johnson Experience Marketing): Global experience marketing and event agency delivering corporate events, brand activations, and large-scale productions. Directly comparable to Winarch Live's corporate and brand showcase delivery capabilities, with overlapping service lines in creative direction, production, and onsite execution.
• TEG (Ticketek Entertainment Group): Australia's largest live entertainment and ticketing company. Directly comparable as an ANZ-focused integrated live entertainment operator combining venue operations, ticketing, and event production — competing with Winarch Live for government, cultural, and commercial event contracts.
• Guitar Center: Large US specialty music retailer with deep heritage and community ties. Directly comparable to The Guitar Lounge and Musos Corner as established heritage music retail institutions with expertise-driven customer relationships.

Broad incumbents

• ASM Global: Global venue management and live event services company operating hundreds of stadiums, arenas, and convention centers. Comparable to Winarch Live's end-to-end venue + event delivery model, though at much larger global scale and as an incumbent facilities operator rather than a project-based producer.
• Live Nation Entertainment: World's largest live entertainment company spanning concerts, ticketing (Ticketmaster), and sponsorship. Comparable to Winarch Experience as a rights-holder and promoter of premium touring content, particularly relevant as Winarch pursues international market expansion of its live properties.
• Lendlease: Major Australian-headquartered property developer and investment manager with a live entertainment venue portfolio (e.g., showground and precinct developments). Comparable to Winarch Property's mixed-use real estate development and precinct delivery capabilities at much larger institutional scale.
• AEG (Anschutz Entertainment Group): Global live entertainment and sports conglomerate operating venues, touring, and content ownership. Closely mirrors Winarch Experience's ambitions of owning premium live IP while operating real assets — a scaled blueprint of the model Winarch is pursuing in Australia.

Regional players

• Kennedy Events: Australian boutique event management and production agency. Comparable to Winarch Live (and specifically SEAA and Wats On Events) as a domestic competitor in the corporate and premium live event production segment.
• Stomping Ground Brewing Co. Australian event-venue operator running hospitality venues and live entertainment programming. Comparable as an ANZ-based operator combining owned venue real estate with live event delivery, similar to Winarch Live's integrated precinct strategy but at smaller scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cedar-mill-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cedar Mill Group