Art meets health at new festival

Music and medical care collide during a festival that got its roots in other cities, but has new plans to open in Petaluma this November.

The O+ Festival, which is set to take place Nov. 7 to 9, isn’t your average street fair. Founded four years ago in the small town of Kingston, N.Y., the O+ Festival is a nonprofit organization that promotes the exchange of medicine for art. Chapters of O+, such as Kingston and San Francisco, have held weekend-long festivals during which participating artists and musicians exhibit their talents in exchange for access to health and wellness services from health care professionals. To make that happen, event organizers construct a pop-up clinic, where participants, including festival volunteers, can take advantages of a wide swatch of services, from teeth cleanings to acupuncture.

“It’s kind of like a bartering system,” said Aqus Cafe owner and music coordinator John Crowley. “Healthcare in America has gotten to a place where it’s unaffordable for people, so this is an alternative approach to providing care for people who otherwise might not have access to it.”

While the autonomy of the event has been passed on from the annual O+ Festival in Kingston, organizers said November’s festival will have its own vibe, thanks to local musicians, artists, businesses and restaurants participating. The three-day event will include live music at venues such as Zodiacs, Aqus, Lagunitas and the Phoenix, and so far, local artists Ricky Watts and Maxfield Bala have signed on to paint murals in the downtown area. A $30 donation is suggested for a festival wristband, which grants access to every event during the weekend. But O+ founder Joe Concra, of New York, said all contributions will be welcomed, and no one will be turned away.

Last year, the November festival was held in San Francisco, but myriad logistical issues arose, such as parking complications and tough competition for clinic space and music venues. The event was ultimately a success, but organizers wanted the 2014 festival to take place in a community that truly embraces the arts, and also offers more venues and availability for the festival to grow. For several organizers, Petaluma was the clear choice.

“I think this is something that Petaluma should embrace,” Crowley said. “It really goes along with our philosophy of building community and getting people together to create something wonderful.”

Crowley is one member of a rapidly growing team of local, regional and national O+ Festival organizers.

Locally, Petaluma Valley Hospital employee Misty Rushing is the festival’s co-producer and clinic director, Petaluma Arts Center Director Val Richman will head the festival’s art committee, and Petaluma Downtown Association President Marie McCusker is working with businesses to offer discounts or specials to festival goers.

Lagunitas Brewing Company has been a national sponsor of the festival since its inception in Kingston, and the brewery played a major role in bringing the event to their hometown.

After volunteering as the clinic director last year in San Francisco, Rushing also voted for Petaluma as the new festival location. She saw similarities between the festival’s Kingston hometown and Petaluma, like the influx of young artists and musicians.

“Displaced artists and musicians could no longer afford the rent in New York City,” Rushing said. “It’s parallel, to some degree, to what we’re seeing in the Bay Area, with San Francisco prices rising and artists and musicians moving elsewhere.”

Concra said he’s happy with the decision to move the festival to Petaluma, and he’s thankful that community members and leaders are welcoming the concept of supporting the health of local artists.

“Petaluma has been extremely supportive,” Concra said. “The community has really embraced it. It’s their festival.”

Musicians, artists, healthcare professionals and volunteers interested in participating in November’s O+ Festival can visit petaluma.opositivefestival.org for an application or more information.

(Contact Allison Jarrell at allison.jarrell@argus courier.com)