As Longwood prepares for the highly anticipated Tones And I concert, reporter Kelly Lucas-Carmody caught up with Bree Mackrell, the creator of the Facebook page Bring Tones And I to Longwood.
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She shared the latest details on the event, including a change of location, logistics, opportunities for corporate sponsorship, and what the community can expect, along with tips on how to prepare for the night.
When did the decision come to make the call-out for corporate sponsors, and how did that come about?
The sponsorship call-out came once we transitioned from the announcement phase into detailed operational planning. When tickets sold so quickly, it confirmed the level of support — but it also highlighted the scale of responsibility. Delivering a compliant, safe event of this size involves significant infrastructure and service costs, especially since we are hosting this event in a 'paddock'. If we want to maximise the funds directed back into the community, we need corporate backing to help cover those operational expenses.
Did you realise that the costs would be significant and that it wouldn’t be possible without sponsorship support?
We anticipated costs, but once formal quotes were received for fencing, security, traffic management, insurance and requirements for performer green rooms, the magnitude became very clear. Public safety and regulatory compliance cannot be compromised. Sponsorship support ensures those necessary costs are covered, so the fundraising outcome isn’t diluted.
Will the event still go ahead if you’re unable to secure the sponsors?
Yes, the event will go ahead. However, without sponsorship, the net funds available for recovery would be reduced. Sponsorship directly increases the amount returned to the community.
What does Tones And I provide on her side of things for the event?
Tones And I has committed to performing as the headline act and has worked collaboratively with her team to make a regional event possible. Her involvement is what has enabled this fundraiser to reach this scale. While she is giving her time, performance and the infrastructure required to host a professional touring show, we need to cover the compliance and safety — that remains our responsibility.
Do you have a rough idea of how much money this event could potentially raise?
It’s still too early to provide a final figure because it depends on final operational costs and sponsorship uptake. The stronger the sponsorship support, the greater the net return to the community. The intention is to generate a meaningful and tangible contribution towards local recovery.
Where will the raised money go directly? Will the profits extend beyond just Longwood?
All net proceeds from the concert will be directed into the Strathbogie Disaster Fund, an established local fund designed specifically to support residents impacted by emergencies across the Strathbogie Shire.
Although Longwood is hosting the event, the recent bushfires affected multiple communities across the district. The Strathbogie Disaster Fund ensures support is distributed fairly across the broader region, not confined to a single township.
Funds will go towards practical recovery assistance for affected residents and volunteers — supporting rebuilding, recovery and ongoing needs. Using the Strathbogie Disaster Fund provides governance, transparency and local oversight, ensuring the money remains within the region and reaches verified recipients.
How are those decisions being made about where funds are distributed?
Distribution decisions will be guided through the governance framework of the Strathbogie Disaster Fund, with input from trusted local leadership networks including CFA representatives and community co-ordinators. The focus is fairness, transparency and directing assistance where it is most needed based on verified impact.
How has the community response been in trying to pull everything together?
The response has been extraordinary. Volunteers, business owners, food vendors, transport providers and emergency services have all stepped forward. The same spirit that was shown during the fires — practical, calm and generous — is now being directed into delivering this event.
What exactly is the sponsorship needed for?
Sponsorship funding is required for essential operational costs including:
- Temporary fencing and crowd control systems
- Security personnel
- Portable green rooms for performers, we need five
- Traffic management and road compliance
- Insurance and permits
- Site amenities and waste management
These are non-negotiable components of hosting a safe, compliant public event.
Will sponsors receive anything in return or special recognition?
Yes. Sponsors will receive recognition appropriate to their level of support, including branding opportunities, acknowledgement in promotional materials and public appreciation. However, the focus remains on partnership in community recovery rather than commercial promotion.
Where is the event being held? Has it changed location from the footy club?
Due to projected attendance numbers and infrastructure requirements, the location evolved from the original footy club oval concept to a larger site capable of safely accommodating staging, crowd flow, licensed areas, vendors and emergency access. The change ensures compliance and safety for an event of this scale. It is still located at the Longwood Recreation Reserve, just a different location.
Do you have advice for attendees regarding logistics:
Arrive early and allow extra travel time. Carpooling is encouraged. Follow traffic management signage and instructions from event staff. Attendees should prepare for regional conditions, wear appropriate footwear and monitor event communications for entry details and updates closer to the date.
Is there anything you'd like to add?
This event represents more than a concert. It reflects resilience, collaboration and the determination of regional communities to support one another long after the immediate crisis has passed. We are in the process of recruiting volunteers for the night, and we anticipate needing 70 volunteers.
Anyone you want to thank to date?
Thank you to our hard-working volunteer committee, and the local businesses already stepping forward. Most importantly, thank you to the broader community for their continued strength and generosity.
What would you say directly to businesses that might be considering sponsoring but are still undecided?
This is an opportunity to stand alongside a regional community in a very practical way. Sponsorship doesn’t just fund an event — it directly increases the amount returned through the Strathbogie Disaster Fund to families and volunteers rebuilding their lives. Community support has a measurable impact.