According to Moonalice legend, the first Europeans to settle here in Petaluma tried their hand at ranching. The land was flat, which cattle appreciate, but much of it was covered in sage ... purple sage. Now purple sage is no problem if you are a foodie, but for cowboys it spells trouble, as purple sage is the favored habitat of the Northern California jackalope. As depicted in tonight's poster by our art director, the amazing Chris Shaw, the Northern California jackalope is a sneaky little rodent that preys upon horses by jumping from a top hat without notice. This scared the crap out of every horse in Petaluma and led to the demise of that era's cowboys, who were known as the Old Riders of the Purple Sage. For a very long time, Petaluma went without Its Riders, but now they're back. How did the New Riders keep their horses away from the jackalopes? Automobiles.