Chair-man Mills Corp. announced the launch of its new national brand, Element Event Solutions, which brings together its entire portfolio of companies. The united brands include Event Rental Group, Higgins Event Rentals, Contemporary Furniture Rentals, Regal Tent Productions, Advanced Tent Rental, A&B Partytime, Loungeworks, MacFarlands and Chair-man Mills Corp.
“Our customers have expressed a desire for a unified, one-stop partner for their event rental needs,” says Allison Freeman, CEO of Element Event Solutions. “Reimagining our Chair-man Mills Corp. portfolio of brands as Element Event Solutions is a direct response to this feedback. We’re excited to leverage our scale, expertise, and assortment to create Canada’s first national event solutions platform. As Element, we are thrilled to offer our clients—Canada’s leading venues, caterers, planners and occasional hosts—seamless access to our full suite of product and service solutions from coast to coast, enhancing our ability to bring their event visions to life.”
The new brand includes the launch of the website, elementeventscanada.com, new uniforms, truck branding and signage. Digital assets and social media accounts have also transitioned to Element.
“For over 100 years we have been honored to play a role in many of our country’s most storied moments and we are committed to continuing this legacy into the next century—now as Element Event Solutions,” says Freeman.
Element Event Solutions has a team of more than 500 people and facilities in Vancouver, Canada, Burnaby, Canada, Toronto, Canada, Hamilton, Canada, and Dartmouth, Canada. Its operations have been structured by region, with western, central and eastern Canada divisions and a national Tents and Structures team.
“While we are now fully united in vision, values and capabilities, our execution remains distinctly local,” says Freeman. “Each of our regions, driven by local teams, will harness our national resources to enhance the excellent service for which they are known. This unified new brand embodies our continued investment in our people, product and technology and will enhance our ability to deliver unparalleled service to clients in Canada and throughout North America.”
Element is Canadian-owned and operated. Each year the company supports local communities in which it operates through product donations to organizations like Habitat for Humanity and the Salvation Army and sponsorship of many philanthropic events.