GTA is getting its very own cannabis and music festival

August festival aims to bring experience of discovery to cannabis curious and cannabis users alike

Lisa Johnson
May 10, 2019
Thegrowthop.com

Illicit cannabis has been a hallmark of music festivals for decades, so organizers of Journey Cannabis and Music Festival knew they needed to create an experience focused on discovering something new.

“At night it becomes a music festival. But for us during the day, it’s about education,” said Murray Milthorpe, chief experience officer for Journey.

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The three-day festival in Boyd Conservation Park in Vaughan, ON, from Aug. 23 to 25, 2019, is an age-gated bring-your-own-cannabis event featuring musicians, outdoor art installations, public speakers, food, beer, and a variety of cannabis-related programming.

Even though it won’t be a sleepover festival, Journey’s organizers want it to be a gathering of like-minded people, much like the “Aquarian exposition” that Woodstock originally billed itself to be, Milthorpe said.

“Woodstock was a massive festival that brought people together to share common community goals and aspirations. Our belief is that Journey will be a platform for consumers to look and explore and navigate,” he said.

“Prohibition is over – but there’s still a lot of stigma,” said Milthorpe.

That’s why educating cannabis users on the health and safety benefits of purchasing legal cannabis will be a major focus of the festival. “We’re going to help navigate the concerns about the legalization of cannabis, so you can actually feel secure and protected about what you’re buying,” said Milthorpe.

1a Murray Milthorpe headshot GTA is getting its very own cannabis and music festival
Murray Milthorpe, chief experience officer for Journey. Handout

Since licensed producers are not permitted to market directly to consumers about strains, Milthorpe said there is a low level of consumer awareness in the market, something the festival aims to address. “I’m not sure people who aren’t involved could name the top five cannabis companies in Canada,” said Milthorpe.

Nine months in the making, Journey also aims to provide an opportunity for consumers to communicate directly with cannabis producers and medical practitioners. Producers will not be selling cannabis directly, but the event aims to be the largest focus group forum in the country, helping people understand the opportunities that cannabis represents for them, Milthorpe said.

“I’m bullish in tapping the opportunities within the cannabis space,” said social media influencer and bestselling author Gary Vaynerchuk, who will headline Journey’s educational speaker series dubbed We-ed Talks.

Vaynerchuk is a thought provoker and a disrupter in his industry, Milthorpe said. His expertise in social media and marketing has made him a sought-after public speaker, and Vaynerchuk will appeal to the cannabis industry insiders and those hoping to join.

The full We-ed Talks speaker series will feature more global thought leaders, and educators from the cannabis world, and will be announced soon. Organizers hope this platform will connect the cannabis curious and longtime users alike with the information and knowledge they need to make informed decisions. One session, for example, will focus on how to talk to your kids about cannabis.

“We know that 90 percent of substance use disorders begin in adolescence and the rate of cannabis use is three-times higher among Canadian youth than adults,” said Marc Paris, executive director of Drug Free Kids in a statement. “Canadian families need support to deal with youth drug use – Journey Festival’s commitment to education and social responsibility through its We-ed Talks platform aligns well with our mission.”

Organizers will soon announce a lineup of musical acts. Early bird weekend passes for the festival, sponsored in part by The Growth Op, are now available online for $45.

A portion of each ticket will also go to Toronto and Region Conservation Authority, in support of its mission to protect, conserve and restore natural resources and resilient communities.

The festival will have parking for designated drivers, buses shuttling attendees from the festival site to the Vaughan TTC station, and is looking at deals with ride share companies to ensure there are transportation options. “We’re really discouraging driving. We want them to enjoy themselves,” Milthorpe said.

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