The News
Public Coast Farm is hosting Blueberry Jams, a one-day U-Pick blueberry, beer, and music celebration in Banks, Oregon. The event honors Public Coast Brewing Co.'s 10th anniversary and features live reggae music from four artists. Proceeds from blueberry sales will benefit North Coast Land Conservancy.
Public Coast Farm’s July 25 blueberry pick demonstrates how craft brewers can shift to experiential, high‑margin revenue streams amid a contracting barrel market.
At its 10‑year celebration the brewery commits all proceeds to a local land‑conservation trust. General admission costs $25 and includes fresh blueberries, craft beer, food vouchers and live music—an all‑in bundle that exceeds Oregon’s average pint price of about $7.50, roughly three times higher. The premium covers both experience and product mix.
The pricing aligns with industry trends. U.S. craft‑beer barrels fell from 22.8 million in 2021 to 20.6 million in 2023, while Oregon’s agritourism sector generated about $1.2 billion last year. A shrinking beer market paired with a booming farm‑tourism economy indicates that breweries should focus on on‑premise experiences rather than wholesale distribution.
ESG factors add another layer. Land trust donations rose 15 % year over year, according to the Land Trust Alliance. By linking its anniversary to conservation, Public Coast Farm taps consumer demand for environmentally responsible brands—an approach distributors and retailers can mirror by pairing craft beer with local agritourism offerings such as “farm‑to‑glass” kits or limited seasonal brews to capture higher margins.
The event is on‑site direct‑to‑consumer only; no wholesale distribution or bar inventory is involved. Operators who rely on case volume should treat it as an ancillary revenue stream rather than a core channel. On‑premise managers can learn from bundling beer, food, fruit and live music to justify higher prices and extend taproom dwell time. To replicate the model partner with local farms for seasonal produce or craft experience packages that combine tastings with tours.
Distributors should note two points: first, growing demand for experiential high‑margin sales outside traditional case volumes; second, the craft market’s wholesale contraction does not eliminate alternative revenue streams. Consider facilitating on‑premise experiences for brands with strong local connections to grow portfolios in a tightening market.
A $25 ticket equaling roughly three times the average pint price offers a clear benchmark for premium pricing.
Original Press Release
What: Public Coast Farm is hosting Blueberry Jams, a one-day U-Pick blueberry, beer, and music celebration presented by Public Coast Brewing Co. in honor of the brewery's 10th anniversary. Guests are invited to spend a sun-soaked summer afternoon in Banks, Oregon, picking fresh blueberries, sipping Public Coast Brewing Co. craft beer and non-alcoholic beverages, and enjoying live world-class reggae music in a scenic farm setting. This summer, 100% of proceeds from U-Pick blueberry sales will benefit North Coast Land Conservancy, a nonprofit land trust dedicated to protecting Oregon's northern coastal lands and seascapes.
Each ticket includes one pint of blueberries, with guests free to explore the farm and pick from up to eight varieties of farm-grown blueberries. Local food vendors will also be on-site with food available for purchase. The live music lineup features four acclaimed reggae artists: Dan Kelly of Fortunate Youth, Jubba White, Aaron Nigel Smith, and King Thayo.
Musical Guests:
Dan Kelly of Fortunate Youth: Dan Kelly, the soulful frontman of Southern California reggae-rock band Fortunate Youth, has been spreading good vibes and positive energy since the band’s formation in Hermosa Beach, CA, in 2009. Born in Tupelo, Mississippi, Dan is a self-taught guitarist and songwriter who first picked up music on an acoustic guitar gifted to him on his twelfth birthday.
Dan Kelly of Fortunate Youth: Dan Kelly, the soulful frontman of Southern California reggae-rock band Fortunate Youth, has been spreading good vibes and positive energy since the band’s formation in Hermosa Beach, CA, in 2009. Born in Tupelo, Mississippi, Dan is a self-taught guitarist and songwriter who first picked up music on an acoustic guitar gifted to him on his twelfth birthday.
Jubba White: Jubba White is a No. 1 Billboard-charting Reggae producer, a Grammy-nominated session musician and vocalist that charted at No. 3 on the iTunes Reggae chart. Jubba is also the founder of White Stone Productions and led Dubtonic Kru to victory in the 2010 Global Battle of the Bands in Malaysia, representing Jamaica among bands from 17 countries and earning the title “Best New Band in the World.”
Jubba White: Jubba White is a No. 1 Billboard-charting Reggae producer, a Grammy-nominated session musician and vocalist that charted at No. 3 on the iTunes Reggae chart. Jubba is also the founder of White Stone Productions and led Dubtonic Kru to victory in the 2010 Global Battle of the Bands in Malaysia, representing Jamaica among bands from 17 countries and earning the title “Best New Band in the World.”
Aaron Nigel Smith: Aaron Nigel Smith is a Grammy-nominated musician and Billboard #1 recording artist who has performed at Carnegie Hall, Lincoln Center, Kennedy Center, Wolf Trap, Winnipeg Folk Fest, Lollapalooza, and Pickathon, and performed throughout South America, Europe, Asia, and Africa.
Aaron Nigel Smith: Aaron Nigel Smith is a Grammy-nominated musician and Billboard #1 recording artist who has performed at Carnegie Hall, Lincoln Center, Kennedy Center, Wolf Trap, Winnipeg Folk Fest, Lollapalooza, and Pickathon, and performed throughout South America, Europe, Asia, and Africa.
King Thayo: King Thayo is a dynamic and versatile artist with roots spanning Sacramento, USA, and Trinidad & Tobago. Raised in the vibrant musical landscape of the Caribbean, King Thayo has cultivated a distinctive sound, effortlessly blending Reggae, Hip-Hop, Afro-Fusion, Soul, World, R&B, and Pop.
King Thayo: King Thayo is a dynamic and versatile artist with roots spanning Sacramento, USA, and Trinidad & Tobago. Raised in the vibrant musical landscape of the Caribbean, King Thayo has cultivated a distinctive sound, effortlessly blending Reggae, Hip-Hop, Afro-Fusion, Soul, World, R&B, and Pop.
When: Saturday, July 25, 2026
Hours: 12 pm - 7 pm
*Doors open at 11 am
Where: Public Coast Farm
22330 NW Fisher Rd, Banks, OR 97106
General Admission: Advance - $25 | Door - $35
One pint of blueberries
One pint of blueberries
Access to the farm
Access to the farm
VIP: Advance - $75 | Door - $100
Everything in GA
Everything in GA
Food voucher
Food voucher
Dessert voucher
Dessert voucher
Two drink vouchers
Two drink vouchers
Farm gift to take home
Farm gift to take home
Admission-Only Tickets (Must be accompanied by an adult)
Youth: Ages 13 - 17 - $10
Youth: Ages 13 - 17 - $10
Child: 12 & Under - Free
Child: 12 & Under - Free
Sources consulted (web research):
- Public Coast Farm Opens Summer Season First Ever Blueberry Jams Set F…
- Public Coast Farm To Host Firstever Blueberry Jams Celebration
- Public Coast Farm Announces Summer At The Farm 2026 Season
Source: BevNET