In an effort to cash in on its status as a key player in Northern California’s Emerald Triangle, the largest cannabis producing region in the United States, Visit Mendocino County prepares to hop on the cannabis tourism train and showcase the area’s best cannabis-related restaurants and experiences.
“With 68% of Americans supporting adult use and half of millennials noting access to legal recreational cannabis as important when choosing a vacation destination, luring this new market is key to smoking the competition,” said Travis Scott, Executive Director of Visit Mendocino County.
With a new campaign aiming to “Cultivate New Visitors, One Toke at a Time” visitors can take advantage of cannabis dining experiences at restaurants and places to stay such as the MacCallum House, which offers an “Everything But the Bud” package that includes everything needed to consume cannabis during a trip, and the Cannabis Tasting & Tour Weekends at the five-acre Sugar Hill farm. Larger groups can enjoy a stay at Yokayo Ranch where up to 29 guests can experience a cannabis-forward private retreat.
Visitors can also attend a variety of cannabis-related experiences, such as “Puff & Paint” sessions or medicated yoga sessions.
According to a recent Forbes report, the cannabis tourism industry is reported to be valued at $17 billion and is expected to grow even more post-COVID. The report claims 50 percent of millennials believe access to adult-use cannabis is important when making travel plans and 43 percent choosing a destination because of legalization. Forbes estimates $4.5 billion of the $25 billion collected in cannabis sales revenue in 2021 was connected to cannabis tourism and other related purchases such as hotels, food and local attractions.
Recently, some Mendocino County cannabis cultivators received grants from the California Department of Fish and Wildlife’s (CDFW) new Qualified Cultivator Grant Program for those who have committed to environmentally sustainable farming practices. The grant program was established to help small, legal cannabis farms with the costs associated with obtaining the proper licenses and permits. Cannabis is Mendocino County’s top cash crop, bringing in $131 million with 290 acres of licensed cultivation.
“This Qualified Cultivator opportunity is really just our way of trying to reach out and talk to the growing community and work with them, to see if we can help them be successful,” CDFW’s Acting Cannabis Program Director Corinne Gray said. “And every time we have a conversation, I feel like we learn something new about what those struggles are. We’re still thinking about ways to help the community succeed.”
Individual farms aren’t able to apply for the funding opportunity, which is provided through the overarching Cannabis Restoration Grant Program; only agencies, nonprofits and tribes are eligible. The CDFW hired senior environmental scientist Maggie Romo to brainstorm and develop the program in 2020. CDFW has received 13 submissions for funding from nonprofits and one from a public agency. The submissions are in various stages of completion, with roughly $4.2 million remaining to be allocated.
The Canadian Cannabis Tourism Association believes cannabis tourism can help generate new opportunities and replace others lost to COVID. Founding member of the CCTA, Elizabeth Becker, said there is untapped potential in the industry, and the CCTA argues the federal Cannabis Act doesn’t address social and public cannabis consumption which limits opportunities for businesses and tourists.
“We are very interested in putting Canada on the map as the international destination for cannabis tourism,” Becker said. “We’re the first country in the G7 to legalize at the federal level, and we feel that it’s our right to be able to advertise internationally so that people can come here and enjoy our relaxed laws and our great community. “
