Cali Roots, a renowned festival merging reggae music and cannabis culture, takes place at the Monterey County Fair & Event Center and has become a hub for discerning cannabis enthusiasts. The festival’s setting is characterized by vibrant music and a communal atmosphere, epitomized by the sight of massive cannabis joints enjoyed by attendees.
For over a decade, cannabis has been an integral part of the festival, but 2024 marks the first year that attendees can legally purchase cannabis products on-site. This milestone followed three years of negotiations with the Monterey City Council to approve cannabis sales at the event. The festival successfully implemented this initiative even before the city’s first dispensary, Off the Charts, opened in January 2024.
Cali Roots partnered with Embarc, a rapidly expanding cannabis retailer with 16 locations, to launch a dedicated cannabis marketplace known as The Smoke Show. This area serves as an open-air cannabis lounge where festival-goers aged 21 and older can explore a curated selection of products. According to Dustin Moore, co-founder of Embarc, attendees often seek detailed knowledge about the products they are purchasing, including cultivation methods, strain characteristics, and aromatic profiles.
Moore explains that customers are interested in understanding terpenes, the compounds that give cannabis its distinctive aromas, and flavonoids, which influence color. For example, the popular Blue Dream strain, which has a history dating back 30 to 40 years, is making a comeback at the festival thanks to Humboldt Family Farms, which has preserved its seeds.
The Smoke Show aims to feel integrated within the festival environment, allowing attendees to shop and return to the music effortlessly. Last year’s event featured live glass blowing demonstrations where attendees could purchase custom pieces, a feature they plan to bring back. Embarc also introduced a custom hash hole, a larger infused pre-roll that sold out quickly.
This festival not only highlights premium cannabis offerings but also promotes local and smaller producers, providing them with a platform to reach a broader audience. Moore emphasizes the importance of normalizing cannabis consumption in a responsible manner, stating that the supportive atmosphere at Cali Roots contributes to this goal.
As the festival continues to evolve, it remains committed to fostering a community where cannabis is embraced without stigma, reflecting the changing attitudes toward cannabis in society.
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