California Roots Music and Art Festival in Monterey
California Roots, known as Cali Roots, has grown from a single-day 2010 debut headlined by Dirty Heads and Tribal Seeds into a three-day reggae and reggae-rock festival drawing more than 11,000 fans per day to the Monterey County Fairgrounds, the same grounds where Jimi Hendrix famously set his guitar on fire at the 1967 Monterey Pop Festival.
In 2010, promoter Jeff Monser launched a one-day reggae and reggae-rock show at the Monterey County Fairgrounds, headlined by Dirty Heads and Tribal Seeds, without much indication that it would grow into anything beyond a regional one-off.