Reggae on the River Revives Love in August

A Legacy of Love and Music

The annual extended family reunion known as Reggae on the River is happening once again, taking place on the first weekend of August at the County Line Ranch. This picturesque location sits along the border between Mendocino and Humboldt County on U.S. Highway 101, making it a perfect setting for this iconic event.

Now in its fourth generation, Reggae on the River continues to celebrate the spirit of One Love, Unity, and “Power to the People” that defines reggae music. This year’s lineup features a roots-heavy selection with a touch of dancehall and a strong presence of international and regional DJs representing Soundsystem Culture.

Headliners include Busy Signal, Tarrus Riley, Alborosie, Mr. Vegas, Julian Marley, Luciano, Yellowman, Third World, and Queen Omega. The festival has become so deeply embedded in the culture that it is often simply referred to as "Reggae," with people asking, "Are you going to Reggae this year?" or greeting each other with "Happy Reggae!"

There's a unique feeling that comes with being at Reggae. It's a celebration of love and acceptance, where people of all colors, shapes, sizes, and ages gather in vibrant attire, swaying to the ever-present rhythm of reggae music. The sounds, colors, smells, and good vibes set against the backdrop of a forested riverside create an experience that many look forward to as an annual reunion and life reset.

A Community-Driven Festival

Reggae on the River was born in 1984 at Carol Bruno’s kitchen table when she and friends were brainstorming ways to raise money for their arson-ruined community center. What began as a local event has grown into a world-renowned three-day festival that has raised millions for the Mateel and other local organizations.

Despite its success, the festival has faced challenges over the years, including a period where it didn’t exist. This is the second year of the Reggae on the River Revival, made possible by the combined efforts of the Mateel Community Center, HotMilk Entertainment, and nearly 1,000 volunteers.

Pleasure Strange, vice president of the Mateel Board and a long-time volunteer, has attended every Reggae since her teenage years. She has raised her children with the festival as an annual working retreat. Strange puts in nearly 1,000 hours each year to make the event happen, and she is just one of many who dedicate their time.

The Heart of the Volunteers

It’s rare for a festival to be entirely volunteer-driven and benefit a nonprofit. With nearly 1,000 volunteers contributing at least 20 hours each, the event represents tens of thousands of volunteer hours. All of this work is done out of love and a commitment to community.

Ramona Avelar, who has volunteered for nearly 30 years, started at 15 working the recycling crew. She recalls the hard work of sorting through mountains of garbage, but also the fun and camaraderie among her friends. Now, after having a baby in 2000, she will attend as a patron, enjoying the festival without working. However, she still plans to help out early on the fencing crew, saying, “I love being a part of putting it all together.”

Photographer Joe McClaren, from Grants Pass, Oregon, aims to capture the essence of the festival through his images. He wants to share the experience of unity and music with those who can't attend.

Leo “Octogon” Ahern of HotMilk Entertainment, responsible for booking talent, expresses excitement about the return of the festival. He emphasizes the effort and dedication required to put it on and urges people to support it by purchasing tickets.

Tips for Newcomers

Strange offers advice for newcomers: “Don’t be shy! Smile and greet people. We’re all strangers in this world; we might as well make it a kinder place.” She encourages dancing freely and not being afraid to meet new people. Her final tip? “Don’t be afraid to go skinny dipping in the river!”

With its rich history, vibrant community, and powerful message of unity, Reggae on the River remains a must-attend event for anyone looking to experience the true spirit of reggae.