We're thrilled to welcome Hamilton's, one of Australia's leading event and festival operators, to the Genshare Business Network.
Founded in 2000, Hamilton's began by supplying mobile draught bars for the Sydney Olympic Games. Over the two-and-a-half decades since, it has grown into a full-service event offering, running the bars at some of the country's largest sporting, entertainment and cultural events. From its base in South Strathfield, Sydney, Hamilton's operates across New South Wales, Victoria and Queensland.
Today, Hamilton's handles everything an event needs, from planning and licensing, procurement and sponsorship through to staffing, on-site delivery and post-event reporting. Its team runs the bars at marquee events including Summernats, Oktoberfest in the Gardens, Sydney Mardi Gras and New Year's Eve at Barangaroo, working alongside brand partners such as Carlton & United Breweries and 4 Pines.
What drew us to Hamilton's is the strength and discipline of the operation. The business owns its entire equipment fleet – mobile bars, cool rooms, trucks, marquees and point-of-sale technology – which gives it the flexibility to scale across multiple events at once without hiring gear in. Behind it sits a recruitment engine that staffs hundreds of seasonal roles each year, and a calendar of established events that return season after season.
Our relationship with Hamilton's is a special one. In fact, Hamilton's was the very first business we tested our model against, well over three years ago before Genshare was formally established. We've watched it go from strength to strength ever since.
Much of that momentum is thanks to Adam Palmer, who acquired Hamilton's as part of a consortium in 2023, and has led the business as Managing Director ever since. Adam continues to lead Hamilton's and remains its majority owner, with Genshare investing alongside him to back the next phase of growth: expanding the business's presence in Victoria and Queensland, adding new events to its calendar, and growing its sponsorship and equipment-hire revenue.
Palmer brings over a decade of experience in the events design and delivery industry, with a career built on delivering exceptional events and experiences across Australia's cultural landscape. His event credentials include founding Euroa Music Festival, and he has spent 10+ years forging deep, personal relationships across the Australian events industry, working closely with promoters, artists, venues, event vendors and other key stakeholders.
For the past three years, Palmer has led Hamilton's as Managing Director, growing the business into a leading event design and delivery operation. Adam's success is underpinned by a strong and capable team, including an Operations Manager and Business Manager, both of whom have been instrumental in the company's growth and operational excellence.
With a proven track record of scaling event operations and a genuine passion for live events, Palmer continues to drive Hamilton’s expansion, building on strong industry relationships and an unwavering commitment to delivering outstanding experiences at every event.
Adam Palmer, Hamilton’s Managing Director said:
"I've been admiring Genshare's work from the sidelines, and couldn't be more excited to be welcomed into their network. Having the backing of Genshare's expertise and the support of its team will allow us to expand on the success we've already built, and grow stronger and faster than we otherwise would have."
We couldn't be more excited to welcome Hamilton's and its team to the Genshare Business Network.
