where she interviewed Duke Rodriguez of Ultra Health (the lead sponsor of the Las Vegas Cannabis Cup), Krista Whitley of Social Media Unicorn, and Brannon Zimbelman of the Travel Joint.
--In November of 2016, both Prop 64 and Prop 2 passed legalizing recreational marijuana in the states of California and Nevada.
--By
the end of 2016 Los Angeles welcomed 47.3 million visitors to its sunny
locale while Las Vegas had 42.9 million flock to Las Vegas.
A
two months ago on January 1st, 2107, a man in black tactical-style gear
and tarpaulins (one with a peace sign, one with a heart) altered the
iconic Hollywood sign to read HollyWEED. One would think cities that
welcome more tourists per year than the population of Canada would be
chomping at the bit to become one of the country's cannabis destination.
But marijuana tourism infrastructure for the sixth largest
economy in the world and Sin City takes much longer to implement than
hanging a tarp over a sign.
As SoCal-Nevada tenderly enters the
world of recreational marijuana we decided to interview a few cannabis
experts on how two of the largest tourist cities in the United States
can implement a strong visitor strategy.
Duke Rodriguez is the CEO and President of Ultra Health, which
focuses on turnkey solutions provider for the specialty medical
cannabis industry. Ultra Health currently has seven dispensary locations
and one cultivation site in New Mexico, and is establishing more
locations in Nevada. In Las Vegas, Ultra Health is partnering with HIGH
TIMES for the U.S. Las Vegas Cannabis Cup on March 4 and 5 hosted at the
Moapa River Indian Reservation. The event, will kick off HIGH TIMES'
2017 Live & Legal Cannabis Experience Tour and will feature a live
cannabis grow room, live trimming, a cannabis chef cooking competition,
edibles seminars, product launches, musical acts and industry speakers.
Krista Whitley is the CEO of Social Media Unicorn
is a cannabis brand exclusive full service marketing and sale agency
that creates effective consumer experiences. With unicorns on the ground
in Las Vegas, Denver, Seattle, Los Angeles, and Phoenix her company
encompasses all aspects of marijuana branding, public relations,
influence marketing, celebrity appearances, digital marketing, social
media. Whitley's clients include Merry Jane, a cannabis media
organization created by Snoop Dogg to share cannabis culture, Indus
Holding Co, California's leading cannabis producer and distributor, and
Tahoe Hydroponics, Nevada's award-winning cannabis cultivator located on
the shore of Lake Tahoe.
Brannon Zimbelman is the CEO of The Travel Joint, the
world's only cannabis travel and leisure site with 420-rentals, hotels,
flights, dispensaries, tours, and events. The Travel Joint has become
the Airbnb of the cannabis managing over 30 properties in states such as
Colorado, Nevada, Washington, and Oregon along with crafting higher-end
experiences such as a marijuana friendly cowboy ranch and roller
skating disco parties in Las Vegas.
These are their thoughts on the future of cannabis as we enter the world of social use tourism...
WHERE DO YOU SEE THE FUTURE OF RECREATIONAL MARIJUANA GOING WITH ITS LEGALIZATION IN CALIFORNIA?
Brannon Zimbelman of The Travel Joint: We think that California will be one of the largest Cannabis Tourism markets second only to Las Vegas.
Duke Rodriguez of Ultra Health:
I generally like to avoid the reference of recreational use because it
gives it a flippant kind of careless activity. There is no recreational
alcohol. I do believe there is social use, which plays into the World
Health Organization's definition of health as physical, mental and
social wellbeing. If cannabis helps people of adult age perform better
and gives them social competence, then that is great for them and their
communities.
The cannabis adult use culture experience really
started its path in Colorado and was eventually passed on to the state
of Washington. Ultimately, it will be passed on to California where it
will become the standard bearer of how cannabis will be treated in the
country.
Krista Whitley of Social Media Unicorn:
California is an interesting market to watch because they are the
largest unregulated medical marijuana market in the United States. I
think the greatest opportunity is for them to implement some of the best
practices of established regulated medical marijuana markets as quickly
as possible, so that they can build on those as they roll out regulated
adult use throughout the state.
As the world's sixth largest
economy it is not an easy challenge to implement the regulations that
will keep all cannabis consumers safe while maintaining the authentic
cannabis culture that California is known for. I see that by 2019
California will be a thriving cannabis economy, with the same innovative
products cannabis consumers have come to love and additional safeguards
that will ensure a healthy cannabis experience for everyone.
Brannon Zimbelman: We
have extensive 420 rental properties around the country. When cannabis
became recreationally legal in California we began focusing our travel
destination energy in Los Angeles and Napa Valley. In the coming months
we're launching two properties in Napa with 24 hour concierge service.
Duke Rodriguez: The
California model will result in how the country will approach cannabis
not only from a medical standpoint but from a social standpoint.
California will probably be the first state to more progressively look
at the open consumption of cannabis and will have more definitive
standards in areas we have not defined well previously.
Packaging,
for example. California will have to make sure it will not advocate for
packaging that encourages underage individuals from buying cannabis and
seeing it. Colorado started with the gummy bears, and it was cute but
they started to realize it had complications. We don't need cannabis
containers looking like PEZ dispensers to have a successful social
program. California also has the opportunity to set up a model for the
rest of the country to emulate because the state can learn from missteps
Colorado has made in the past. Because of California's extensive
industry, it will bring out more sophisticated and elegant packaging,
designs, and products.
WHERE DO YOU SEE THE FUTURE OF RECREATIONAL MARIJUANA GOING WITH ITS LEGALIZATION IN NEVADA?
Duke Rodriguez:
Outside of California, Nevada is likely to be the only state to really
challenge the cannabis tourism category. This is especially true with
the introduction of the
U.S. Las Vegas
Cannabis Cup,
being the first ever adult use Cannabis Cup as well as the first to be
hosted by a Tribal Nation. Las Vegas has clearly established itself as
an entertainment center, moving beyond adult entertainment to full
family entertainment. I feel that the largest "California dispensary" is
likely to be located in Las Vegas, and a good number of Californians
will be securing their cannabis tourism experience in Las Vegas. In many
ways due to proximity, Nevada and particularly Las Vegas will be an
extension of the California cannabis tourism experience.
Krista Whitley: Nevada
is home for me, so I know that I'm biased. Nevada has done an excellent
job putting an effective regulated medical marijuana program in place
that seeks to serve its' patients. Of course, the recent MJ Freeway
technology roadblock was a setback, but overall the state leadership,
industry leadership, and patient advocates have worked incredibly hard
to meet the needs of all medical marijuana patients. I anticipate that
adult use recreational marijuana will be launched to dispensaries in
Nevada by the end of summer 2017, serving the over 42 million visitors
each year and residents that include the medical marijuana patients that
continue to grow.
Brannon Zimbelman: When we
started the Travel Joint 4 years ago we were going to setup our offices
in Colorado, but we ultimately decided on Las Vegas because we knew when
recreational use broke in Nevada our city was going to be the ultimate
cannabis destination location.
Duke Rodriguez:
With Las Vegas' 43 million visitors each year, it is expected and will
definitely meet the call of becoming a tourism capital of cannabis.
Nevada also has the advantage of being geographically closer to states
without adult use or any cannabis legislation at all. This will give the
state and especially the city of Las Vegas the upper hand in attracting
consumers from Utah, Idaho, Arizona and even New Mexico. California is
already land locked by other states with cannabis legislation.
Krista Whitley:
Specialty cannabis products will thrive in the recreational marijuana
market in Nevada for the same reasons that unique products have always
thrived in Las Vegas: tourists love splurging on something new that they
can't get anywhere else. It doesn't matter if it's a $10,000 table at a
fancy nightclub with bottle service or the $5000 Fleur Burger at Fleur
Las Vegas, visitors in Las Vegas are looking for once in a lifetime
opportunities to splurge and premium cannabis products will find their
opportunity in this fabulous market.
Duke Rodriguez: The title of the "Cannabis Capital" will be determined within the next 12 and 24 months as the industry rapidly expands.
WHAT HINDRANCES DO YOU SEE IN REGARDS TO RECREATIONAL MARIJUANA?
Duke Rodriguez:
Denver, Colorado, is the first city in the nation to pass legislation
on open consumption. These concepts that seemed radical in the past will
become the common theme. I would advise most of these communities that
they need to be open to trying some of these new festivals and
environments for cannabis to be experienced. By restricting communities
and not being open to the possibilities, these events will go to
providers who can do it under positive conditions including Tribal
Nations.
Public officials and members of the public should take
the time to go to the U.S. Las Vegas Cannabis Cup or other cannabis
centric events to experience the environment and find out how safe and
secure it really is. It's not going to turn into a drug laden, Woodstock
kind of experience. There won't be mad hysteria in the streets or
Reefer Madness. There are people with education and sophistication at
these events, and most newcomers will learn it is a very professionally
safe, musical event of education, discovery and social interaction.
Krista Whitley: California
has such a unique cannabis culture that embraces cannabis collectives,
homemade cannabis products, and cultivators who have been working in the
shadows for decades. I love the authenticity and passion, but there is a
great opportunity for the California regulators to connect with these
entrepreneurs to ensure that regulation protects the consumer without
squashing the innovation that has thrived in the cannabis community.
Duke Rodriguez: I
have been to some county and state fairs that felt more unsafe than
what a Cannabis Cup normally feels like. Cannabis events are very
peaceful where people are simply chilling. People are more likely to be
seen napping than getting into a drunken fist fight or someone spilling a
beer on your favorite jacket
WHAT PRECEDENTS HAVE OTHER STATES SET FOR CALIFORNIA AND NEVADA AS IT NAVIGATES ITSELF INTO THE WORLD OF CANNA-TOURISM?
Duke Rodriguez: Other
states have select areas of tourism, and that translates to cannabis
too. For example, Colorado's tourism is heavily based around skiing.
Washington's is based on outdoor activities. California is all of that
plus more. It will have cannabis tourism along the coastal areas, in
wine country, around major metropolitans like Los Angeles, San Diego and
San Francisco.
Krista Whitley: Colorado,
Washington, Oregon, and Nevada all offer several established precedents
for California regulators to follow. From Nevada's seed to sale zero
loss regulations that follow cannabis from cultivation to dispensary to
Washington's recreational shops, California faces a unique opportunity
to learn from what has worked in each of these markets to ensure the
safety of all cannabis consumers.
Brannon Zimbelman:
We manage a cannabis cowboy ranch in Colorado. At that property, we
work with local dispensaries to bring in five star chefs who cook with
marijuana. It's about enhancing your travel experience, not eclipsing
it. When you got on a trip to Napa you don't spend the whole time drunk.
It's the same thing with cannabis.
Duke Rodriguez: Tourism
is so big in California it is near impossible not to expect adult use
cannabis to have a major impact in the state. Cannabis, if it is
properly introduced, doesn't have to be viewed as a counter to the wine,
alcohol or theme park industries. It's a clean industry that can
coexist and enhance the experience of those activities.
Colorado,
being the first state to adopt broad legalization, seriously confirmed
the existence and emergence of the green rush. California and Nevada's
opportunities are more broad than other states because they will be
competing with each other – more competition breeds more innovation.
California and Nevada have very high populations as well. These states
are likely to take that proven green rush, and turn it into a statewide,
regional green stampede of tourism.
WHAT SUGGESTIONS WOULD YOU OFFER TO THE CITY OF LOS ANGELES TO BECOME A MAJOR PLAYER IN THE WORLD OF CANNABIS Tourism?
Duke Rodriguez:
There is no question that Los Angeles is positioned to be the single
largest cannabis market in the United States, if not the world. The city
has every entertainment option known to consumers today. Now, it will
expand that offering with adult use cannabis tourism. The only advice I
would give Los Angeles is to put no bounds on the discovery of new and
innovative cannabis uses in its communities and with its visitors is at
this early stage.
Los Angeles has the opportunity to embrace and
welcome cannabis and build off its already strong foothold in the
entertainment industry. I look forward to having events like the U.S.
Las Vegas Cannabis Cup, even some the size of Coachella, on Tribal lands
in California also. Non Tribal entities will need to be willing to
provide an atmosphere as receptive and experience of positive as the
Tribes are offering.
WHAT SUGGESTIONS WOULD YOU OFFER TO THE CITY OF LAS VEGAS TO BECOME A MAJOR PLAYER IN THE WORLD OF CANNABIS TOURSIM?
Duke Rodriguez:
Las Vegas manages to continually raise the standards for entertainment.
The Wynn Hotel just announced a project which will include a major
outdoor waterpark. The city has just acquired a new hockey team, and it
is highly probable the Oakland Raiders will become the Las Vegas
Raiders. And next month Las Vegas is hosting the first ever adult use
Cannabis Cup hosted on Native land.
I would recommend Las Vegas to
double the pace and accelerate their adoption to compete with their
neighboring state, and to keep the ball rolling with these adult use
events to edge out the competition in Los Angeles and other cities.
Another
example is in Las Vegas, open consumption of alcohol is allowed on The
Strip and the downtown areas. Now these communities have to answer the
question will we allow the open consumption of Cannabis? I think the
public is ready for it but the regulators have to accept it.
WHAT DO YOU SEE THE OVERALL FUTURE OF MARIJUANA TOURISM PROGRESSING?
Krista Whitley: Coming
from Las Vegas I have seen what Sin City does better than anywhere else
in the world: create themed experiences. Not everyone is a Bellagio
person, but if that isn't a fit there is New York New York or MGM down
the street. Embracing the different experiences that a cannabis consumer
would want to have with thoughtful regulation will build a foundation
for a thriving cannabis tourism experience. Supporting the small
businesses and cannabis community leaders as they create businesses and
organizations who will be providing these unique cannabis consumer
experiences will be key to success.
Duke Rodriguez: Every
state in the country is engaged in tourism, but no two states are
engaged at the level of California and Nevada. Whatever these states
choose to do will affect cities like Santa Monica all the way to Detroit
and even Miami.
Jumping to immediate declaration of activities
that won't be allowed may prohibit the emergence of interest and drive
consumers to other locations. For instance, if Los Angeles becomes
overly restrictive, and Las Vegas becomes less restrictive, consumers
will drive demand to Las Vegas. For any of these communities to be
successful, there's going to be some trial and error as well as
communication with authorities.
Brannon Zimbelman:
A lot of stuff is going to change. We plan to just grow at the industry
grows. We want to do everything right with what we can. We take every
single customer from start to finish and make sure they have a fantastic
travel experience. As we expand we want to be the best travel site, not
the best cannabis travel site.
Duke Rodriguez:
In regards to the U.S. Las Vegas Cannabis Cup, it has required a little
bit of dialogue with the state agencies as to what the existing
licensees will be allowed to do. There will need to be openness to find
out how we go into these areas that have not previously had a need to be
defined.
The U.S. Las Vegas Cannabis Cup
is a
hugely important stepping stone in elevating all adult use cannabis
tourism, but has a special impact on the city of Las Vegas. While the
next few years play out, we will begin to see both Las Vegas and Los
Angeles in particular grab this consumer-driven cannabis market by the
horns and provide the already existing population of social cannabis
users a sense of wellness and entertainment that has yet to be
discovered here in the United States.
Kat Thomas is the CEO of
This Way Adventures, a creative media group. You can check out more of
her adventures at thiswayadventures.com
LOVE in all forms at the AVNS at the Hard Rock Hotel & Casino
By Kat Thomas, Edible Skinny
Edible Skinny was lucky enough to attend (along with 50,000 other people) the AVN Novelty Expo at the Hard Rock Hotel & Casino a few weeks ago. There surrounded by dozens of Fleshlight displays (if you’re unsure what this is, we recommend researching it while not at work…), we were reminded how the entire porn industry is about listening to your philosophical inner compass.
While there we saw it all! And were reminded how one of the most AMAZING aspects at AVN weekend is how it embraces LOVE in all forms. From Oculus Rifts based virtual reality porn to high class sex dolls to The Lair, an interactive playspace where you can absolutely come as you are, the AVNs scream “you just do you.” 
The AWESOME thing about the porn industry is they don’t judge, they embrace. Ever heard of Rule 34 of the Internet? Whatever weird kinky porn you try to create in your mind, it already exists. And with the limitlessness of human ingenuity, let’s just say Westworld is closer than you think! ;-) 
