Strathbogie Shire Council

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Euroa podcast ‘rockstar’: Adam Palmer

Adam Palmer has a vision for Euroa.

The small town, already loved by locals and travellers for its historic pubs and picturesque picnic spots, is now building momentum as a live-music destination.

During a window of travel- and face mask-free COVID-19 restrictions in March 2021, Adam and a committee of local volunteers launched the inaugural Euroa Music Festival.

Set in a natural amphitheatre amongst ancient red gums, which were spectacularly lit at night, the event drew 1300 people to the township.

“It was a super friendly, inclusive festival with a really good vibe. People of all ages settled in with good food and wine and most people were visitors to Euroa,” Adam said.

“The cafes, pubs and businesses in town said it was the busiest weekend they’d ever had.”

Music festival returns

With Victoria’s recent easing of COVID-19 restrictions, the Euroa Music Festival committee is excited to have more certainty in planning the second event − featuring 12 bands − on March 26, 2022.

“We are hoping to get over 2000 people to the next festival and slowly build that to 5000 people in the next five years,” Adam said.

Headline artists for the 2022 festival will be Melbourne singer songwriter Angie McMahon, and Adelaide electric duo Electric Fields who performed at the 2020 AFL grand final.

Nestled between the town’s footy oval and Sevens Creek, the grand bush amphitheatre feels a long way from anywhere – and yet, it’s only a 10-minute and picturesque stroll to the town’s main street, pubs and the popular creekside caravan park.

Free camping will also be available at the nearby showgrounds, just a few minutes’ walk from the festival.

“We have set it up as a not-for-profit event, and we want any earnings to help community projects,” Adam said.

“We want to help the community go green with solar projects and other initiatives with positive environmental impact.”

Northern Republic

Adam and his wife Danielle opened Northern Republic in January 2018, converting Euroa’s historic flour mill in Kirkland Ave into a dining, drinking and live music venue.

It was a joint venture with former Avenel Bank St Pizza owners Cal and Janelle Kaka, who were living and operating another hospitality venue near Werribee. With commitments in Melbourne increasing, the Kakas exited the Euroa business with the Palmers taking full ownership.

Their chef Mohammad Kammal Ovi (known as Ovi), joined the Northern Republic team a year ago with an impressive résumé. Ovi had worked his way to head chef at the popular Helenik Republic in Brunswick, owned (but since closed) by celebrity chef George Calombaris.

Northern Republic features an old wine hall and shaded garden and caters for a vast range of events – from casual catch-ups over wood-fired pizza, a craft beer or quality local wine, to weddings, public and private events, and intimate dinners.

The business has been a successful leap of faith for the Palmers, and testament to Adam’s mindset of not being afraid to “have a crack at something new” .

Career changes in the country

Now aged 47, Adam grew up in Melbourne suburb Strathmore. He met Danielle, who was from nearby Essendon, at Meredith Music Festival. While Danielle had some experience in hospitality during her younger years, Adam was working with thoroughbreds at Flemington Racecourse, and studied agriculture at Glenormiston.

He joined the family’s financial business in Melbourne, aged 23, and in 2002, bought a block in Nagambie, aged 30. Adam and Danielle moved to Nagambie in 2005 where they developed the block into Princess Park Thoroughbred Farm, which they now lease. Somewhere along his diverse career journey, Adam gained experience in event management within the thoroughbred industry in Melbourne.

“We always wanted to get out of Melbourne and move to the country,” Adam said.

While new to Euroa, they feel very much a part of and connected to the community.

“We feel very lucky to have a business in Euroa. There is such a big sense of community.

“We have 10 great volunteers on the Euroa Music Festival committee, and it’s been great to build the event under that structure [of community-mindedness].”

Adam Palmer is among the “local rockstars” in the Rock Your Senses in Strathbogie Shire podcast series who give insight into what makes their town rock as a tourist destination.

Visit or download the Storytowns app to hear from our Shire’s podcast rockstars.

Buy tickets for Euroa Music Festival at




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