Embarc, a leader in California’s cannabis industry, has announced “The Smoke Show,” an immersive cannabis experience set to debut at the California Roots Music & Arts Festival from May 24-26. This will be the first activation to introduce onsite cannabis sales and consumption at the renowned Monterey event, aligning with Embarc’s mission to destigmatize cannabis through safe, regulated experiences that allow consumers and the curious to learn about California’s diverse cannabis landscape.
‘The Smoke Show’ provides a unique opportunity for festival-goers to directly engage with many of the state’s top cannabis brands, offering approachable, interactive experiences and personalized learning opportunities for attendees over the age of 21. This event represents a significant shift in the ongoing normalization of responsible cannabis activity—aligning with likely federal policy change. On April 30, 2024, the Associated Press announced that the DEA is likely to reschedule cannabis, recognizing its legitimacy and paving the way for further normalization.
“Embarc’s mission is to demonstrate the ways that cannabis can integrate positively and responsibly within our communities,” says Lauren Carpenter, Co-Founder & CEO of Embarc. “We are thrilled to partner with Cali Roots—a beloved festival known for incredible experiences—to bring ‘The Smoke Show’ to life, as this event showcases how cannabis can integrate responsibly into mainstream events. This reflects a significant cultural shift towards broader acceptance of cannabis use, a trend we are seeing both in California and nationally. This is a big moment for the cannabis industry, underscoring our progress and the ongoing journey ahead.”
Dan Sheehan, Owner of Cali Roots and Founder of Good Vibez Presents, added, “Cannabis has been a part of our festival culture from the start. Embarc’s expertise in managing onsite cannabis experiences makes them the ideal partner to ensure that music and cannabis coexist legally and harmoniously.”
“The Smoke Show” will feature top cannabis brands such as Claybourne, Halara, Traditional, the Equity Trade Network, Hearst, Royal Blunts, Am Weed Co, Lowell, and Clsics. It will be available to all Cali Roots attendees over the age of 21.
The 13th annual California Roots Music & Arts Festival is set to take place over Memorial Weekend at the Monterey County Fairgrounds in Monterey, California. The lineup boasts renowned artists including Stick Figure, Ziggy Marley, E-40, Too $hort, Damian Marley, Stephen Marley, Rebelution, Ice Cube, and Lupe Fiasco. The full lineup can be found at californiarootsfestival.com. Three-day passes, along with single-day tickets, are available here.
