The California Roots Music and Art Festival is an American annual music and art festival, featuring reggae, reggae rock, folk, hip hop acts and live painting on-stage. The festival was founded in 2010 by Jeff Monser, and is held at the Monterey County Fairgrounds in Monterey, California, which was previously home of the Monterey Pop Festival where Jimi Hendrix set his guitar on fire in 1967. In its first year, the festival began as a one-day event headlining the Dirty Heads and Tribal Seeds. Today, The California Roots Festival has grown enormously in both size and attendance. It is organized over three full days with more than 11,000 attendees each day. It is described as the largest reggae-rock festival in the world and claims to one of the largest reggae festivals in the United States.