This article first appeared in the Coachella Valley Cannabis Alliance Network (CVCAN) blog and email newsletter in October 2024.

The passing of AB 1775 marks a pivotal moment for the cannabis industry, opening the doors for cannabis cafes and experience-driven cannabis spaces across California. This new law allows licensed cannabis retailers to serve non-cannabis food and drinks and host ticketed events, pushing the cannabis business beyond product sales and into the experience economy.

As of July 2024, research shows that 24% of the cannabis travel audience in the U.S. do NOT consider themselves cannabis consumers, but are interested in having at least one cannabis experience while on vacation. (MMGY Travel Intelligence) This provides a massive opportunity for cannabis businesses in tourism-heavy areas like the Coachella Valley—a region that thrives on its visitor economy. The modern traveler is seeking unique, immersive experiences, and now is the time for cannabis businesses to integrate fully into California’s travel landscape.

For the mainstream cannabis experience economy, time is the currency. How a business designs a visitor’s time in a consumption space will determine the competitive edge and dollars captured. By expanding into the visitor economy and becoming part of the travel industry, hospitality forward cannabis businesses can not only normalize cannabis consumption but also attract non-traditional consumers who are curious about cannabis while on vacation. This is the next frontier in cannabis normalization, blending the boundaries between leisure, wellness, and cannabis consumption in ways that feel approachable and mainstream.

Cannabis tourism is no longer just a niche—it’s an emerging economic driver for the state. The brands and businesses that invest in creating memorable experiences will help shape the future of the industry. The passing of AB 1775 has expanded the possibilities, and now is the time for cannabis businesses to strategically invest time in travel economy integration. From wellness retreats to high-end cannabis lounges, cafes, spas, and beverage bars, the future of cannabis tourism is here, and businesses that embrace it will be the pioneers of the next wave of cannabis safe and meaningful access and normalization.

Thanks to CVCAN for publishing this article. Read the original here.