The Emerald Cup Comes to "The Town"

20 Years of Cultivating Cannabis Community

Since its inception in 2004, the Emerald Cup has been a cornerstone of Northern California’s cannabis culture. Pushing the envelope by bringing outlaw growers down from the hills to gather together and compete for the best sungrown flower in the Emerald Triangle, America’s Cannabis Heartland and the epicenter of current-day cannabis culture. From humble beginnings to the 20th anniversary, the Emerald Cup and its supporters have traversed hills and valleys to become what it is today. 

Tim Blake, the founder of the Emerald Cup, held the first event in a remote location known to locals as “Area 101” in Mendocino County, California. The inaugural event hosted around 100 people and featured just one category: sungrown flower. Eight judges carefully evaluated the entries, ultimately crowning Purple Kush as the #1 Sungrown. Due to the very real threat of arrest, the event remained entirely underground—and it was a success, prompting the Emerald Cup team to do it again the following year. 

The event had a strict “no hash” rule (back then, all concentrates were dubbed “hash”). At the time, possession of a concentrate would net you a 15 year sentence. That did not deter some of the attendees from hosting their own illegal hash competition within the (equally illegal) Emerald Cup. Needless to say, that opened the competition to include hash in subsequent years. Over time, the competition expanded, eventually growing to over 50 categories with more than 100 judges, reflecting the event’s evolution and the growing complexity of what is now referred to as “the industry.”

The event has grown alongside the increasing acceptance of cannabis in California and across the globe. As a state that has consistently led the way in cannabis culture, cultivation techniques, and genetics, California continues to set the standard. The Emerald Cup was groundbreaking in creating a space where previously underground players could unite to collaborate while sharing genetics and techniques. This set the stage for the first-ever cannabis marketplace and tradeshow, paving the way for the industry as we know it today.

The Emerald Cup eventually outgrew its original home at Area 101 and found a new base in the "gateway" to the Emerald Triangle: the Sonoma County Fairgrounds. Here, the event expanded to welcome over 20,000+ attendees during a mid-December weekend. This iteration attracted legends like Tommy Chong, Damian Marley, and Willie Nelson — who not only received the Lifetime Achievement Award, but also suggested it be renamed because he still has life to live. Today, the event’s highest honor is known as the Willie Nelson Award, a fitting tribute to our national treasure and weed icon.

While there are countless memories to choose from, Tim recalls a few standout moments. One of the earliest was during the first year when two port-o-potties accidentally caught fire from candles melting through the plastic. Fast forward to 2015, when Leo Stone of Aficionado Estates won with his groundbreaking branded and packaged flower—the first of its kind during the prohibition era. Another unforgettable moment was when Lucas Nelson joined the tradition of late-night psychedelic adventures. 

“He looked at it and said, ‘Gimme some drugs.’ He took a bunch of acid, kicked off his shoes, and ran around playing with us barefoot until six in the morning,” Tim recalls with a laugh.

The Cup has always been dedicated to honoring the pioneers of the cannabis world, from Lawrence Ringo, the savior of CBD, who offered his genetics for the first time at the Cup, to Eric McCauley, who was welcomed on stage after serving a 23-year prison sentence. These powerful moments underscore the event's vital role in preserving our community’s story. The Emerald Cup has consistently provided a platform to recognize those who risked everything to bring this medicine to the people. Without such spaces, these trailblazers could have been long forgotten.

The symbolism of emeralds as the traditional gift for a 20th anniversary perfectly aligns with the celebration of the Emerald Triangle’s legacy through the Emerald Cup. This connection is not lost on Tim. 

“It was never just about continuing the show, but as time has gone on, it’s become such a crucial and vital part of our community and culture,” Tim says. “After 20 years, and with all the challenges we’ve faced, it’s truly wonderful to still be here, honoring our competitors, judges, and the entire community.” 

The 20th installment of this counter-culture establishment has not been without its challenges. The first of which began with the market collapse of 2021, leading to plummeting wholesale flower prices. In such an environment, marketing budgets are often the first to be cut, making sponsorship money scarce. Coupled with a recessed economy and sluggish ticket sales across the board, the odds seemed stacked against the event. Yet, despite these hurdles, the Emerald Cup has managed to pull through, thanks to the dedication of the team and the unwavering support of the community.

The 20th annual Emerald Cup Awards and Celebratory Festival is set to take place on August 17th and 18th at the historic Henry J. Kaiser Center for the Arts in downtown Oakland, California. This iconic venue has hosted legends such as Bob Marley, James Brown, Jimi Hendrix, and the Grateful Dead, making it the perfect setting for this milestone event. The festival will offer both indoor and outdoor experiences, featuring three floors of activations that honor the rich tradition of “community through music, art, and cannabis.”

Bringing the Emerald Cup to “The Town” was a gesture to bridge the gap between legacy farmers and their urban counterparts. The plant medicine stewards of Oakland and the broader Bay Area have been instrumental in advancing medical cannabis through the supply chain. For years, the sungrown flower cultivated in the rural hills of Northern California often didn’t make it past the Bay Area before being procured by local players, who then distributed the medicine across the country. Thus making the call to bring The Cup to Oakland all the more fitting. 

Fair or not, the choice to move to Oakland has raised some concerns. However, the Cup’s organizers have carefully curated the event to create a safe and relaxed environment for vendors and attendees alike. The public should know that every effort has been made to ensure a positive experience. It should also be noted that, as with any urban setting, it’s important for individuals to remain aware of their surroundings and to exercise discernment.  

***Pro Tip: Don’t Leave Anything In Your Vehicle. Better Yet, RideShare***

The weekend will feature an eclectic lineup of live music, with Bay Area legends Mistah F.A.B. and The Grouch & Eligh headlining, alongside a host of other local talent gracing the stage. The glass and art gallery will spotlight the incredible artists who contribute to the community's vibrant culture. In the cannabis marketplace, you'll find the world's best weed, along with the opportunity to score rare genetics in seed and clone form. Powerful conversations will unfold during the sessions, featuring innovators and activists who continue to push the community forward. Saturday August 17 at 6:00pm Reggie Harris of Oakland Hyphae will be on the panel “Psychedelics: What's Hot & Driving The New Movement. Oakland Hyphae will also be hosting an after party experience with Lizzy Jeff that is not to be missed.

As the Emerald Cup marks its 20th anniversary, it stands as a powerful testament to the enduring spirit of the cannabis community. From its underground beginnings in the remote hills of Mendo to becoming a landmark event that draws thousands from around the world to celebrate cannabis culture, the Cup has navigated a path of resilience and growth. This milestone event is not just a celebration of the past two decades but a recognition of the pioneers, innovators, and community members who have shaped the cannabis industry as we know it today. 

Make sure you do not miss this historic event. Tickets can be purchased at a 25% discount using code: EC2024

Reggie and Tim Blake