On this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.
What You Will Learn in This Episode:
- How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each
- Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest
- What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations
- How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails
- What the cannabis travel industry can learn from craft brewery and vineyard tourism
Understanding the Cannabis Tourism Market
With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.
Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:
1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers.
2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis.
3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties.
4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.
Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.
Leveraging Data to Inform Strategy
Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.
Opportunities in Cannabis Tourism
As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.
Resources:
- Website: https://brianapplegarth.com/
- LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/
- Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit
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