From film festivals to museums, cannabis evolves from an experience-enhancing ingredient to a full-on experience.
In High Times, we noted that the cannabis industry has experienced an enormous economic boon, with the market projected to top $22 billion by 2020, according to Arcview Market Research. This rapid growth has been fueled by widespread acceptance from consumers, encouraging brands to integrate cannabis into everything from beauty products to coffee. Now, in an effort to capture consumers’ attention—and wallet share—the industry is moving beyond products into the millennial-favored experience domain.
CBD slushies, psychedelic candles and a secret weed patio at sunset were a few features at In Bloom, Broccoli magazine’s debut cannabis festival in Portland, Oregon. The three-day event, which took place from May 31 to June 2, 2019, was designed for cannabis enthusiasts. “We wanted to turn the magazine into a 3D expression for a weekend,” Anja Charbonneau, founder of Broccoli magazine, tells JWT Intelligence. “Conferences and festivals can be so bland, even in the cannabis space, so we wanted to infuse a larger gathering with Broccoli’s distinctive magic by including art, music, food, performances, discussions and education.”
In Bloom attracted a mix of cannabis veterans and inquisitive first-timers from around the country. The festival included a tropically-inspired dinner with CBD-infused cocktails, panels and talks on cannabis, a pop-up market, CBD and botanical oil blending workshop and therapy rabbits to pet during lunch. “In Bloom was an opportunity for [festival-goers] to start hatching plans together, whether it’s for business, creative projects, fundraisers, etc.” says Charbonneau.
Meanwhile, in August 2019, The Museum of Weed opened its doors in Los Angeles, California. Coined “a marketing hit” by Fast Company, the interactive museum is a visual feast with psychedelic, political and medical rooms that track the historical and cultural evolution of cannabis. Hosted by cannabis mapping company, Weedmaps, the museum aims to dispel myths and offer education in an engaging and immersive format. “One of Weedmaps’ driving principles is to help consumers everywhere learn about cannabis as well as how to get access to safe, high-quality, and legal cannabis products,” said Chris Beals, CEO of Weedmaps.
Cannabis-themed tours are also rolling out across North America and New York City hosted its fifth Cannabis Film Festival in January this year. Experiential cannabis events are becoming educational stages, networking havens and a safe space to use cannabis-infused products, redefining modern cannabis culture.