William F. White International has announced the launch of a dedicated events division, Whites Live Events.

Former Whites Winnipeg general manager Steve Morrison has been appointed as the VP of Whites Live Events and will be based in Toronto. Last week, Whites named Michael Drabot as the new VP/general manager of Whites Winnipeg.

“It’s a natural next step for the Whites brand, and represents the next phase of our expansion into the live event market,” said Paul Bronfman, chairman and CEO of William F White International and Comweb Corp, in a statement.

Targeting sporting events, concerts, awards shows and festivals, the new department will use live event equipment from its Whites Location Equipment Supply Inc. (Whites LES) and Whites Telescopic Camera Cranes (Whites TCC) divisions as well as Whites’ specialty equipment department.