It's not enough that "green burial" has arrived in America. We have to turn it into a marketing battle.
The presence of Fernwood, where the official hearse is a black Volvo S.U.V., in the cool verdant shadows of Mount Tamalpais, reflects Northern California's status as the nation's capital of alternative, artisanal death. The area is home to the death-midwifery movement, supporting home funerals, as well as a cottage industry in plain pine boxes and Funeria, a fraternity of funerary artists who have their own Biennale in San Francisco.
Cemetary entrepreneur Tyler Cassity's renovation of Hollywood Memorial Park was the subject of a recent documentary.