Virtual Campfire #48: Dan Sheehan from Cali Roots

THIS WEEK'S GUESTS Dan Sheehan - California Roots Music & Arts Festival

Dan Sheehan is the Co-Owner and Producer of the largest reggae festival in the US, California Roots Music & Arts Festival and the promoter and operational partner for music venues and outdoor festivals throughout North America. Sheehan has been in the music industry since 1999, starting as a radio DJ while he lived in Guam. After leaving Guam, Hawaii-raised Sheehan migrated to Northern California and established his own production company, Good Vibez Entertainment in 2002. Starting with island reggae bands he knew from growing up on Oahu, Sheehan began booking west coast tours and his own club shows in various cities in Northern California. Dan was the first booker to bring soon to be massive bands like SOJA and Rebelution to Hawaii. Good Vibez Entertainment grew rapidly to include producing tours that spanned the entire west coast and four of the Hawaiian Islands as well as mid-range music festivals, but Sheehan had always desired sinking his teeth into a larger, more complex, festival project.

When the California Roots Festival came along, Sheehan was ready to jump in with connections, production experience and dedicated staff. Sheehan came on board with Cali Roots in year three and was instrumental in laying the groundwork and building relationships with agents and management—enabling the festival to secure the top names in the scene. With Sheehan at the helm, Cali Roots rapidly grew from a backyard party to the largest reggae festival in the country.

Over the past three years, Sheehan has branched out from Cali Roots as new opportunities have presented themselves. As the Promoter of the Avila Beach Resort summer series, he has brought sold-out events to Avila, CA for the last six summers. He has grown the success of the SOMO Event Center in Rohnert Park, CA as he developed annual summer and fall events at this stunning outdoor venue. Sheehan is also partner/owner of the iconic Fremont Theater in San Luis Obispo where he has built a new following of locals and out-of-town concert-goers by securing the Fremont as a renowned tour stop for bands of all genres.

In 2020, as the music industry shut down, Sheehan paused to take inventory, then guided his team to downscale operations. Within months of the shutdown, Sheehan had nurtured the Cali Roots Festival’s brand into a stand-alone merch company that has grown ten-fold in six months, ensuring that the festival will have legs to stand on when the industry opens back up.

During off time, Dan enjoys going to the local Monterey beaches with his daughter and wife, hanging out with his Doodle Leo and cooking amazing from-scratch meals for his family and friends. He loves that his work allows him time to travel regularly and support local nonprofits that are near and dear to his heart.