Winarch Group has today announced the launch of Winarch Experience, a new division dedicated to creating original live content, cultural platforms, and community-driven experiences across Australia. The move marks a significant evolution in the
Group’s strategy to invest in human-centred projects that shape how Australians engage with
music, markets, and cultural moments.
Winarch Experience will bring together the Group’s owned and operated platforms, including
leading design market The Finders Keepers and Newcastle’s premier art and design market The
Olive Tree Market, under a renewed focus on content creation, community connection, and
cultural impact.
In addition to managing existing platforms, Winarch Experience will lead the development of new
original live content, with several projects in development and set to launch in 2026. These
initiatives will further extend Winarch Group’s role as a creator, not just a facilitator, of
unforgettable live, design, and cultural experiences.
Ewen Craig, formerly Head of Winarch Live, will transition to lead Winarch Experience, bringing
decades of experience across live events, touring, brand activations, and venue operations. His
appointment supports the expansion of the Group’s growing content and experiential portfolio.
Craig said: “This is a unique opportunity to develop innovative live content that advances
Winarch’s vision through signature events, creative excellence, and lasting cultural impact. Our
aim is to create experiences that genuinely connect with people. Winarch Experience is about
working with communities, creatives, and partners to bring ideas to life in a way that feels fresh,
inclusive, and unique.”
The Group is now recruiting for two key leadership roles: a new Head of Winarch Live, who will
lead several major venue, tourism, and hospitality projects; and a Head of Winarch Music,
responsible for driving e-commerce and retail businesses, including the iconic Musos Corner in
Newcastle and The Guitar Lounge in Sydney.
Winarch Group CEO Kyle McKendry said: “With Winarch Experience, we are building the next
frontier of our business — one that champions creativity, deepens community connection, and
creates content with lasting cultural impact. Ewen’s appointment reflects the strength of our
leadership and our confidence in this new direction. As we look to the future, Experience will play
a key role in shaping how we tell stories, celebrate culture, and bring people together through
shared experiences.”
The launch of Winarch Experience builds on two years of strong growth for Winarch Group — a
business built to connect people and places like no one else can — across the music, tourism,
and live event sectors. With Music, Live, Sport, Property, and now Experience operating as
distinct yet connected pillars, the Group is positioned to innovate where content, culture, and
community converge.
Winarch Group Founder Paul Lambess added: “The launch of Winarch Experience delivers on a
founding vision — not just to build spaces and platforms, but to create lasting experiences that
connect and inspire communities. It’s a natural evolution for Winarch Group and reflects our
ambition to be at the forefront of Australia’s cultural and live content landscape.”
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