Cannabis activations are becoming popular at social gatherings and even weddings – but you still won’t find it at most business events. There are exceptions, though.
Phil Cooper, founder/owner of High-minded Events, said his company created a beverage bar for the launch of an entertainment company and a vape bar for a corporate event planning company. At the NeoCon convention, a major event for the commercial design industry, his company created packing stations for rolling joints for an interior design firm.
In Canada, where weed has been legalized since 2018, Lucas Margulis said his company, High Bar Hospitality and Event Group, regularly works with business clients. “We have delivered our experiences for a diverse range of corporate events, from intimate gatherings to large-scale functions. With our infusing experience, for example, we infuse cannabis right on-site at the High Bar, creating 1-mg perfectly balanced THC:CBD (1:1) beverages.”
Still, most business events are not considering including marijuana in their hospitality offering. Taya Paige, strategic advisor with ITA Group, has yet to see interest among her clients. “The primary reason is perception, along with existing legal restrictions that vary depending on state laws and the licensing of the venue. Most corporations tend to take a cautious approach in these areas.”
“While I will not say ‘never’ because things change over time, at this moment it’s highly unlikely,’ Paul Tramonte, principal designer, Paul Tramonte Events, agreed. “I manage mostly corporate meetings and events and, knowing my clients, their gatherings are business meetings where they’ll want attendees fully engaged at a sober level.”
Cannabis Travel and Events
There are dozens of trade shows and conferences related to the booming cannabis industry, like MJBiz for cannabis testing, manufacturing and cultivation pros (which, interestingly, sticks to serving beer and wine at its networking events.) Gatherings for cannabis aficionados abound – with names like Leaf Celebration and Halloweed – a blend of camping, music, workshops, vendors and cannabis culture.
Cannabis tourism is also booming. “70 million Americans have said they want to have at least one cannabis-related experience when they travel,” said Brian Applegarth, founder of Applegarth Strategies and founding chair of the Cannabis Travel Association International. “I look at it as an incredible new tool that is integrating into the experience economy.”
As an example, he points to an event he attended during a recent California Travel Association meeting, Sunstone Winery was pouring Sunstone Spritzes (a low-dose THC beverage) for participants. “This is just the beginning, especially among Gen Z and younger generations, who are choosing non-alcoholic beverages,” he said. “It’s part of a greater wellness trend.”
Legal & Safety Considerations
Even though cannabis is now legal across half the U.S. – 24 states, two territories and the District of Columbia have legalized small amounts for adult recreational use – federal law prohibits its use except in the case of medical applications. For this reason alone, a national organization, or even one with a national presence, is unlikely to include it at an event. (A different but sometimes confused product, hemp-based CBD, is legal at a federal level and can be found in everything from e CBD-infused food and beverages to lotions and oils.)
Some states require a temporary marijuana event license if they charge a fee for entry or require membership, which could apply to business events. Different states also have different laws; in California, for example, the consumption of alcohol is prohibited at an event that also includes cannabis. The best way to ensure your event meets these requirements is to contact a lawyer.
There are also safety considerations, just like with alcohol. Attendees who are driving need to be made aware of local THC limits. Edibles can take up to two hours before the attendee feels the effect, said Cooper. “Guests may wash down an edible with an alcoholic drink, or start consuming alcohol because they haven’t felt their edible kick in yet.”
Providers like High Bar’s Margulis claim they are working to ensure that everyone gets home safely. “Our ‘budtenders’ and ‘cannabis sommeliers’ complete rigorous certification and are trained in preventing overconsumption, enforcing proper ID verification, and adhering to best practices for hosting both cannabis and alcohol events.”