GREENFIELD — The Arts Block and The Enthusiast Premium Smoke and Vape Shop have teamed up to bring Greenfield its own 4/20 celebration.
GreenFest 2017 will be held at The Arts Block on Thursday, April 20 — widely regarded as the unofficial holiday celebrating marijuana.
The free event will feature a number bands, food, drinks and guest speaker Dick Evans, chair of the “Yes On 4” campaign. It will take place from 4 p.m. to 1 a.m. at 289 Main St.
“The festival is basically a celebration of the holiday, a celebration of all the strides that have been made in that community, and kind of an awareness festival for people coming together,” said Alex Abrams, manager of The Enthusiast.
Beyond that, he said, the event is also part of cultural movement within the arts and young entrepreneur communities.
Ben Goldsher, co-manager of The Arts Block, said they hope it will become an annual event.
“The stars kind of aligned with us coming into The Arts Block and new ownership and a new vision, as well as The Enthusiast as an up-and-coming business looking to expand what they do and bring culture to our community,” Goldsher said. “It’s like-minded people wanting to create good for the area.”
Abrams said the two businesses had been thinking about collaborating for a while on hosting a free, fun event for the town that would draw people to the area. They hope the festival will also benefit other local businesses by bringing potential customers downtown.
Goldsher said The Arts Block focused on keeping the event light, fun and friendly, and has booked a variety of bands performing everything from soulful, bluesy rock ’n’ roll to acoustic folk and psychedelic beats. The festivities will also take place in The Wheelhouse, downstairs from The Arts Block.
“(With) Every single band, people will be able to get down and enjoy a little bit of dancing,” Goldsher said.
Performers include Funky Dawgz Brass Band, Mammal Dap, Outer Stylie, White Cliffs, The Medicinal Purpose, The Diamondstones, Solo Sexx, Pinedrop and more.
Several nonprofits will also have a table at the festival and The Enthusiast will raffle off a $500 gift card. The store’s team will also be selling 20 percent off gift cards during the event.
Abrams said he hopes the festival will grow in the coming years, giving Greenfield its own 4/20 celebration.
“We’re constantly looking for opportunities where we can create cool happenings in the town of Greenfield,” he said. “This is more just kind of calm — to promote awareness and focus on the music — (with) the arts just being a central community of people that’s had to do a lot with the advancement of the cannabis movement overall.”
For more information, including a list of performers, visit the GreenFest 2017 Facebook event at bit.ly/2nWc5et.