The growth of the marijuana industry, combined with the approval of adult-use cannabis in nine states, has launched a wide variety of new markets across the country. Simply growing and selling marijuana has evolved into growing the best strains and processing marijuana into new forms and products. In fact, marijuana edibles are growing so much in popularity that even top chefs have taken notice!
Today, entrepreneurs are bringing marijuana into new markets faster than ever. From fine dining, private dinner parties, painting and pottery parties, writing classes, and more, marijuana is taking center stage as savvy and creative business owners find ways to elevate the perception of marijuana while focusing on the social aspect inherent in marijuana products and experiences. Let’s take a look at some of the new markets that are launching and growing in the cannabis industry.
Marijuana Dinner Parties and Fine Dining
Marijuana dinner parties and fine dining aren’t new. For years, highly-trained chefs have been holding invitation-only marijuana dinner parties and fine dining experiences in secretive locations. Even in states that have approved recreational marijuana, laws typically don’t allow these types of parties, but that hasn’t stopped chefs and diners across the country from indulging in them.
In New York, where these types of parties are illegal, Miguel Trinidad of 99th Floor holds five-course private cannabis dinners featuring dishes like steak tartare, lobster risotto, and chocolate torte. In Colorado, Scott Durrah holds private cannabis dinners and cooks for retired professional athletes who suffer from chronic pain.
In Washington, Unika Noiel produces “Fellowship” dinners through her company, Luvn Kitchn. Her invitation-only dinners are held monthly and feature cannabis-infused soul food. In Illinois, Herbal Notes, a California dinner club that serves cannabis-infused meals, held its first pop-up in Chicago in December of last year. The six-course meal was $125, and dishes included swordfish cerviche and carnitas. The meal lasted for four hours, and if the Herbal Notes team gets its way, that dinner won’t be the last in the Windy City.
In California, the popularity of marijuana dinner parties and fine dining experiences is growing fast. Some of the biggest names in this new market in the state include Chris Yang of PopCultivate whose five to six-course dinner parties cost $100 per person and Sevan Abdessian and Kris Morningstar of The Gathering whose $250 dinners include five courses.
In Los Angeles, Christopher Sayegh holds private cannabis dinners for as much as $500 per person through his company, Herbal Chef. His dinner parties are usually 10 courses but could go as high as 25 courses. The Herbal Chef services high-profile investment dinners, business catering, large-scale catering (events, weddings, festivals, and so on), private dinners for 2-50 people, and meal preparation for health-conscious customers. Luke Reyes of Oh Man! serves $100 per person pop-up cannabis dinners and plans to open an Oh Man! restaurant in downtown Los Angeles.
Andrea Drummer’s Elevation VIP Cooperative is also located in Los Angeles and hosts private dinners and chef’s table tasting events of four to five courses at $200 or more per person. Jeff Danzer, known as Jeff the 420 Chef, is another Los Angeles-based cannabis chef who prepares cannabis-infused meals for private clients, dinner parties, and cannabis events.
In Malibu, Holden Jagger of Altered Plates hosts chef-grown five-course cannabis dinners that cost as much as $500 per seat. He’s also opening an outdoor dining event space in the Malibu Hills where he’ll serve meals prepared from the ingredients he grows in his own gardens, including his cannabis garden.
In San Francisco, Coreen Carroll launched Cannaisseur Series, which is a series of monthly dinner events featuring three or four courses. Also in the City by the Bay, Michael Magallanes of Opulent Chef offers private cannabis dinners that start at $150 per person.
Each of these chefs creates their own dishes and experiences, but the majority of them share something in common. They’re well-educated and/or well-trained. They graduated from culinary schools like the Institute of Culinary Education, Le Cordon Bleu College of Culinary Arts, and the San Francisco Cooking School. They’ve worked for top chefs like Tom Colicchio, Wolfgang Puck, and Neal Fraser, and they’ve cooked at prestigious (and often Michelin-starred) restaurants like Craft, the Soho House, and the Ritz Carlton in California and 11 Madison in New York.
Clearly, marijuana dinner parties and fine dining are still happening somewhat “underground” due to current regulations, but that hasn’t stopped them from becoming more common. In fact, there are even websites dedicated to listing and promoting cannabis-related events, such as Grassfed.la, which curates pop-up and private cannabis events.
Painting, Pottery, and Crafts Parties
There are more ways to share the social experience of marijuana than over a meal, and that’s exactly what many entrepreneurs are tapping into with creative new markets. For example, Colorado Cannabis Tours has launched a variety of parties that visitors to the state (and even residents) can enjoy with marijuana.
The company’s Puff, Pass & Paint; Puff, Pass & Pamper; and Puff, Pass & Pottery parties combine creative activities – painting, making cannabis-infused skin products, and ceramics – with marijuana. Attendees are encouraged to, “indulge in the Mile High City’s finest cannabis products,” while they complete the activity. Parties are two hours each and range from $49 to $65.
Writing, Cooking, and Glassblowing Classes
Colorado Cannabis Tours has also launched classes related to marijuana, which is a growing trend in states that have legalized medical or recreational marijuana. In this case, Colorado Cannabis Tours again combines activities that don’t require marijuana with cannabis consumption.
There is a $49 writing class called “Lit on Lit” where writers can, “explore the THC-induced writer within yourself.” In the cooking classes, which range from $89 to $149, students learn how to make their own edibles, and in the $399 2-day glass blowing class, students learn how to melt and bend glass and actually make a functional pipe.
What New Markets are Next for Marijuana?
The marijuana market is still young, and there are so many opportunities for innovative thinkers with entrepreneurial spirits to jump-start expansion of new markets for marijuana. While there are still legal issues that can create obstacles for marijuana market growth, there could be even more opportunities with fewer barriers for the hemp industry to expand into new markets.
What do you think are some of the most interesting new markets in the marijuana industry (or the hemp industry) that have grown in recent years? Leave a comment below and share your thoughts.
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her 25-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.