California Roots

Tucked away along California’s Central Coast is a small yet growing music festival that managed to survive one of the most tumultuous periods in the music business thanks to a little ingenuity and a heaping helping of support from its fans.
Launched in Monterey, Calif., in 2010, the California Roots Music and Arts festival celebrates its 15th anniversary this summer with a packed lineup that includes Jamaican artist Buju Banton’s first performance in the United States in more than a decade. The Memorial Day festival, set for May 23-25, also includes headliners Rebelution, Slightly Stoopid and Dirty Heads with sets from Collie Buddz, Iration, T-Pain, The Elovaters, Protoje, Atmosphere, J Boog, The Movement, SOJA, Common Kings, Steel Pulse and Matisyahu.

“It’s kind of cool when you see fans out there that have been coming to California Roots for 10 years, and they met their future wife or husband here, or they were pregnant at California Roots,” says Dan Sheehan, who created the festival with his wife Amy through their Central Coast production company Good Vibez.

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California Roots was once considered the largest reggae festival in the U.S., but competition from events like Cali Vibes in Long Beach, coupled with rising costs for festival talent and production, has made it much more difficult to do business since the end of the pandemic.

“We’re ahead of last year and right now we’re about even with 2022, which was a hard year to beat because we were on sale three years” due to the pandemic, Sheehan says. Unlike his competitors, California Roots has a limited marketing budget and focuses primarily on artists who don’t get much airplay or media support.

Billboard sat down with Sheehan to break down the long-term success of California Roots and zero in on the four reasons he believes the festival is on track to have one of its best years ever.

Cali Roots festival

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Remember That Your History is Your Brand

When it comes to California Roots’ longevity in the festival space, Sheehan says part of its success stems from its longtime home at the Monterey County fairgrounds.

“This was the site of the 1967 Monterey Pop festival,” explains Sheehan, referring to the three-day concert series featuring Janis Joplin, Otis Redding, Jimi Hendrix and The Who that would inspire the creators of the Woodstock Festival to launch an East Coast counterpart to Monterey Pop in 1969.

“Knowing the history of this site and the energy here — it’s very special,” says Sheehan, adding, “I think there’s a lot of similarities between California Roots and Monterey Pops…each have their own approach to counterculture and going against the grain.”

Sheehan’s long history on the site has been critical for overcoming one of the festival’s biggest technical challenges: correctly mixing the audio for the site’s large metal seating bowl, where about half the headliner performances take place each year.

“There’s a science to mixing the bowl and angling the speakers” that dates back to Monterey Pop and has been refined over time by fairground staff, Sheehan says. “It’s technically pretty complicated because the shape of the bowl means if you don’t hit it right, the sound can bounce around.”

Invest Early and Invest Often in the Genre

Sheehan and his wife Amy have long been key supporters of the California Roots movement, celebrating the state’s contribution to the reggae genre while creating a music lane distinguished from the reggae’s foundational Jamaican roots.

Distinguishing a difference between traditional Jamaican reggae — which includes acts like Bob Marley, Peter Tosh, Barrington Levy and Toots and the Maytals — and stateside counterparts including Slightly Stoopid, the Dirty Heads, Iration and Sublime is largely about respect for reggae’s Caribbean origins and avoiding allegations of cultural appropriation. Creating a clear off-ramp for California-rooted reggae also means creating a unique identity for the genre that fans can actively support.

“There’s artists like Stick Figure who were playing on our small stage 10 years ago and are now headliners,” says Sheehan. “I think as festival producers, especially in a niche, it’s something that we have to do, continuing to develop these artists to sell tickets and stream their music. That message to support these acts really resonates with fans, who are looking to be part of a musical movement.

California Roots festival

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Build the Community

One of the biggest challenges facing Sheehan and other festival organizers is the increasing costs of staging large events, as everything from staging to insurance and backline equipment has increased significantly since the end of the pandemic.

“My biggest concern is that the fan says, ‘I can’t afford this anymore,’” Sheehan says. “We can’t operate at a loss — we have to stay affordable while also making sure we make money each year. We have to make money. But if money is the byproduct of putting on a great event and it’s not the primary focus of it, then I think there’s a little bit more soul to it.”

Sheehan says his focus is to continue to “develop artists to keep selling tickets and selling streaming music and all the stuff that kind of goes with it. That’s a big part of the development of California Roots.” He adds, “A few years ago, we decided not to do streaming, and we ended up bringing it back after we got so much heat for canceling it. There’s a lot of people who have made it part of their Memorial Day tradition, and maybe one year they can’t afford it. So instead they can stream it. So we brought it back that year and people responded positively to the news.”

Find Ways To Keep It Affordable

Payment plans have become an important tool for keeping prices down, Sheehan says, noting that 65 to 70 percent of fans use payment plans to pay for their tickets each year. Fans can pay as little as $29 to reserve tickets and then make monthly payments for the festival, which costs $158 for one day and $358 for three days.

“If you buy them on the loyalty on-sale, you have almost a year to pay off your ticket,” Sheehan says. “You pay once a month on an auto withdraw. It’s easier for people to afford and a lot of people utilize it.”

Sheehan has contingency plans in place for fans who default on their payments to help them bring their accounts current, though he adds the default rate is quite small.

“It’s a free, no-interest loan and a lot of people are thankful we offer it,” he says.