About Us

As we roll into our 10th Annual California Roots Music & Arts Festival, we can’t help but reflect upon the road that has brought us to this point in time and where our journey will take us next. What started out as a modest vision has blossomed and grown into a dynamic, multi-layered event, a destination for many traveling from near and far to join us each Memorial Day Weekend.

Most festivals don’t make it this far. There were times we didn’t think we would. But we persisted. We knew we were cultivating something magical. Through all of the ups and downs of producing one of the largest reggae festivals in the country, we persevered. Refining our visions, developing our intentions, all the while raising our families and working out of home offices. We grew into so much more than just a music festival.

From this music festival came a commitment to do our part to protect our Earth, and out bloomed our Greening Initiatives: our programs for Redwood Reforestation, Water Conservation, Waste Diversion, and Steel Pints as well as our partnerships to provide carbon offset and bike & skate valet.

From this music festival came passion to create a rich experience for festival goers who have come to expect much more than just a random bunch of bands on a couple stages. We love cultivating what your experience will feel like as you walk through our gates, thoughtfully selecting live artists, delicious food, beautiful and unique craft booths, and intimate pop-up performances we believe will enhance your experience.

From this music festival came our passion to give a platform to incredible live artists. For years we showcased painters on stage, and in 2018 we took it up a notch by curating artists of various styles, using all sorts of materials, and scattering them throughout the festival, for an interactive, intimate and inspiring experience.

From this music festival came our commitment to give back to non-profits in creative ways, choosing organizations who align with our brand and our passions, pairing them with one of our profit-generating programs to raise funds for their causes. We’ve raised thousands of dollars, brought awareness to incredible organizations, and even planted almost a thousand redwood trees in Northern California in honor of our Redwood Pass holders!

From this festival came our beautiful festival family, you all, the fans, the artists, the staff, the volunteers, all of you who arrive every year with love and positivity in your hearts. We are the Cali Roots we have become because of you. We have the deepest gratitude for this growing, evolving family.