Life is good in Canton: One-of-a-kind festival coming to Blue Hills

In the spirit of spreading “good vibes” and raising as much money as possible for kids in need, Boston-based apparel company Life is good decided to go all-out with its annual music festival this year, partnering with Superfly Productions of Bonnaroo fame to transform it into an event that people would circle on their calendars and pay to attend.

The result: a “one-of-a-kind,” all-ages celebration of music and optimism planned for September 11 and 12 at Prowse Farm in Canton, featuring an impressive array of “world-class headliners, popular developing bands, and top children’s artists” on three different stages, as well as a wide range of entertainment options geared toward children and families.

The weekend festival, headlined by a star-studded group of performers, including multi-platinum artists Jason Mraz and Ben Harper, is expected to draw as many as 30,000 festival goers to the foot of the Blue Hills and is being touted as one of the biggest music festivals in New England this year. Other notable acts scheduled to perform at the two-day event include Guster, a commercially successful alt-rock group whose members met during freshman orientation at Tufts University, and Grammy-winning singer-songwriters Corinne Bailey Rae and Ziggy Marley.

In contrast to past Life is good festivals, which were typically free events in major cities such as Boston and San Francisco, the 2010 edition is the result of a concerted effort to expand the event in order to raise more money for the company’s growing Kids Foundation, which was established to help children overcome “life-threatening challenges such as violence, illness, natural disaster, and extreme poverty.”

Having already raised over $4 million since 2003 through its festivals and fundraising products, Life is good is now hoping to raise $1 million more at its revamped festival at the Blue Hills, which turned out to be bigger than what even the festival organizers themselves had envisioned.

“We didn’t set out necessarily to make this a big, regional music festival, but in the end I think it’s what we have,” said festival manager James MacDonald, whose official title at Life is good is director of good vibes.

In searching for the ideal setting for the festival, MacDonald said Prowse Farm “sort of raised its hand” with its combination of natural beauty, proximity to Boston and Route 128, and the “tremendous cooperation” of its caretakers, the Friends of Prowse Farm, and property owner Meditech. He added that the Blue Hills provides an “excellent backdrop” for an outdoor concert, while the property itself is of great historical significance — most notably as the site of the former Doty Tavern, where colonists met in 1774 to draft the Suffolk Resolves, considered an important precursor to the Declaration of Independence.

McDonald said Canton officials have been very supportive of the festival from the start, while several Canton businesses have generously agreed to allow free parking at their facilities on Royall Street throughout the weekend. Participating businesses include Reebok, Dunkin’ Brands, Computershare, and One Beacon Insurance.

“We wouldn’t be able to have this event if it weren’t for these partners stepping up to the plate and helping us,” McDonald said.

Life is good will also provide free shuttle service between the festival grounds and the Rte. 128 MBTA station in Westwood for those who opt to take public transportation. A similar shuttle service will be available for those parking on Royall Street. Arrival by parachute, on the other hand, is “strongly discouraged” as noted at the festival’s website.

McDonald said what makes this event so unique is that it is was truly designed with all age groups in mind. For instance, they assembled a lineup of kids performers that parents could enjoy — “smart, articulate kids bands” such as The Laurie Berkner Band, which appears regularly on Nick Jr., Dan Zanes and Friends, and Grammy winners They Might Be Giants.

For the regular music lineup, Life is good selected performers with positive messages that kids could also enjoy, including such diverse offerings as Galactic, a New Orleans funk and jazz band; Ozomatli, a Los Angeles-based group that plays a blend of Latin, hip hop, and rock music; and OK Go, a rock band and YouTube sensation famous for their elaborately choreographed dance routines.

In addition to the live music, the festival will offer an assortment of games and activities, including batting cages, an obstacle course, train rides, arts and crafts, and an “eco-village” featuring a rock climbing wall. There will also be dog agility shows and a special “Circus to Go!” performance by Big Apple Circus.

Despite the inherent risks of trying to appeal to such a broad age range, McDonald said he would be “very surprised if there was any kind of culture clash between the family element and the music fans.”

“We really feel that an 8 year old and an 18 year old can stand next to each other and enjoy music together,” he said, adding that Life is good will set the tone for the event “from the get-go.”

The festival will also depend heavily on its 800-plus volunteers — all optimists — and will offer a special VGP (very good person) pass to ticket holders who individually raise $250 or more in the weeks leading up to the event. VGPs will be entitled to special benefits depending on the amount raised, including access to an exclusive hospitality area, preferred concert viewing and parking, artist meet and greets, and more.

McDonald said Life is good will donate 100 percent of its profits from the festival to its Kids Foundation and will also sell fundraising merchandise at various designated locations. In addition, attendees will have the opportunity to text a donation from their cell phones, with the donation amount being added directly to their monthly bill.

And in recognition of the lives lost on September 11, 2001, Life is good will offer attendees the chance to assemble care packages and write notes to troops serving overseas, using items collected at schools and fire and police departments in Canton and Milton. UPS has agreed to donate the cost of shipping the packages and several UPS employees will be on hand to assist at the special 9/11 Giving Tent.

Also expected among the hundreds of volunteers and thousands of attendees at the festival are Life is good founders and Needham natives Bert and John Jacobs, the eternally optimistic brothers who turned a simple drawing of a smiling figure and a three-word message into a thriving national brand that has since topped $100 million in annual sales. MacDonald said the brothers will be highly visible throughout the weekend — pitching in, enjoying the music, and spreading their message of simplicity, humor, and humility.

Those planning to attend the 2010 Life is good Festival are encouraged to buy their tickets in advance at www.lifeisgood.com. Adult single-day tickets are $50 and two-day tickets are $90. Tickets for children ages 6-12 are available for $10 in a limited supply, and children 5 and under are free. A limited number of tickets will also be available the day of the event at the festival box office. Gates on both days will open at 11 a.m. and close at 9:30 p.m.

For more information on the festival, including fundraising opportunities and a complete musical lineup, go to www.lifeisgood.com/festivals.

Short URL: https://www.thecantoncitizen.com/?p=2959

Posted by Jay Turner on Aug 26 2010. Filed under News. Both comments and pings are currently closed.