In California, the Northern Nights festival has found a strong argument to attract crowds: cannabis. The organization widely promotes the possibility of buying and smoking cannabis on site, while enjoying the music and the natural park of Redwood. Four stores will be deployed on the festival site, scheduled for July.
In a press release, the festival is delighted to offer “dispensaries located at several stages throughout the festival, with products from the best cannabis brands, so that guests can easily buy their cannabis while enjoying their favorite music”.
In 2019, shortly after the legalization of cannabis in California, Northern Nights was a “pioneer” by already allowing festival-goers to buy and consume on site. That year, the organization offered products from the iconic California brand Cookies, but also Cannacraft and other producers from the Emerald Triangle.
Lobbying for cannabis legalization
It’s no coincidence that Northern Nights focuses its festival so much around cannabis. On the one hand, the place plays a big part in it. Redwood National Park is right in the middle of the “Emerald Triangle”. This region in northern California is not only known for being one of the filming locations for Star Wars.
Indeed, this region is the mecca of American cannabis. Made up of Humboldt, Trinity and Mendocino counties, the area produces a lot of cannabis. The local varieties are also of very high quality, recognized all over the world.
On the other hand, because Northern Nights Music Group, the company that oversees the festival, has done a lot of lobbying for the legalization of cannabis in California. According to the major American music media Billboardthe company was even a “initiator and key lobbyist” for the passage of this law.
The text, named AB202, authorizes in particular the sale and consumption of cannabis in private places. A perfectly tailored measure for this festival, which now makes it a communication asset to attract crowds.