SXSW music festival tragedy

A victim is carried away after being struck by a vehicle on Red River Street in downtown Austin, Texas, during the South by Southwest festival. (Jay Janner / McClatchy-Tribune / March 13, 2014)

Apparel company Vans and Austin, Texas, club the Mohawk have announced they will make donations to the victims and families affected when a car plowed through a crowd of revelers at the South by Southwest music festival.

The Thursday incident, which occurred near the Mohawk club and Cheer Up Charlie’s on Austin's Red River Street, left two dead and 23 injured.

Numerous festivalgoers were hoping to get into the Mohawk to catch a set from Odd Future frontman Tyler the Creator shortly after 12:30 a.m. when a car being pursued by police broke through a barricade and slammed into the crowd.

As details continued to emerge about the incident, venues and festivalgoers started to return to normalcy on Thursday.

PHOTOS: Car plows into crowd at SXSW

The Mohawk had announced its Vans-sponsored slate of Thursday afternoon shows were canceled. A dozen acts were scheduled to perform on two stages at Mohawk as one of many of the day parties that run during SXSW.

“My staff and myself are broken-hearted for not only the victims and families of this senseless tragedy but also for our beloved Red River and this entire community,” Mohawk owner James Moody said in a statement.

Vans confirmed their evening showcase, which will feature ASAP Mob, will go on as scheduled.

“After talking with the Austin Police Department, we have determined that the most prudent course of action is to move forward with the SXSW shows scheduled at the Mohawk and Cheer Up Charlie's tonight. If we were to turn away potentially thousands of people who will arrive to see the shows, it would create a serious safety issue,” said SXSW founder Roland Swenson.

“To avoid confusion, we plan to carry on in order to serve our tens of thousands of participants during this tragic time,” Swenson added.

Mohawk and Cheer Up Charlie’s are working with the city and festival organizers to create a special fund for victims. The SXSW Cares Fund will be disbursed to those most affected through a community-based process to be created by representatives of SXSW, the Austin Convention and Visitors Bureau and the city of Austin with the Austin Community Foundation, organizers said.

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“This is our No. 1 priority -- their care and support,” Mohawk's Moody said. “We are a community here that exists far beyond the 10 days of SXSW. Our intent is to come together to help the families of each and every one of the victims.”

Vans and its pop-up store -- dubbed Vans Village, which is located near the Red River club -- remained open after the incident. All proceeds from sales on Thursday will go directly to the victims and their families.

The Southern California-based shoemaker also said online sales for their Band Re-issues shoe line will also be donated.

“Vans grieves alongside everyone in the city of Austin at South by Southwest for the innocent lives taken last night on Red River St. We are deeply saddened by this senseless tragedy,” the statement also said.

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