Outside Lands is going green. Well, so to speak. The producers of the festival – Another Planet Entertainment and Superfly – announced a brand new area of the festival today called Grass Lands, which focuses on the celebration, education, and integration of cannabis products into daily life. Grass Lands makes Outside Lands the first mainstream music festival in the U.S. to officially embrace cannabis culture.

“Outside Lands is always exploring different ways to create a unique and memorable festival experience for attendees, while also celebrating our Northern California community. Much the way that Wine Lands celebrates Napa and Sonoma as the leaders in U.S. wine production, Grass Lands will shine a light on the area's importance as pioneers in the cannabis world," said Rick Farman, co-founder of Superfly, co-producers of Outside Lands. "With recreational marijuana now legal in California, there is so much to discover. We are excited to be the first major festival in the country to offer attendees the chance to learn about the latest in cannabis development."

The Grass Lands experience will be curated by Highland Events in conjunction with the festival's producers. The area will showcase leading companies in the cannabis and technology industries including: Cookies, Ona.Life, Flow Kana, CannaCraft, Kiva Confections, Lemonnade, True Terpenes, Mesh Brands, Sunday Goods, Pax Labs, Jetty Extracts, Emerald Exchange, Barbary Coast, and more.

“Outside Lands is the pinnacle of music festivals – both in the Bay Area and nationwide – and we’re thrilled to create this partnership at such a crucial inflection point of the cannabis industry,” notes Salwa Ibrahim, COO of Highland Events, LLC.

While there will be no on-site purchase or consumption of cannabis products at the festival, Grass Lands will celebrate cannabis by educating festival attendees and exploring the different uses of cannabis and the associated products. There will be a delivery service partner represented, and though no deliveries will be made within Golden Gate Park, people who elect to take advantage of their service can enable at-home deliveries. Grass Lands will actualize as a Town Square featuring The Greenhouse with “budtenders” (cannabis product specialists) who will offer cannabis education, The Confectionery featuring tasty treats, a Lemonade Stand, The Flower Shop offering flower crowns, a cannabis-themed Farmers Market, an interactive Smell Wall featuring botanical terpenes, and a delivery service featuring a wealth of available cannabis products.

As a California festival – in the Bay Area, no less! – Outside Lands is reflecting a major part of its West Coast cultural heritage. We wonder how many big festivals in California will follow suit.

Outside Lands goes down August 10-12, 2018 in San Francisco's Golden Gate Park.