When you hear the phrase “cannabis tourism,” what comes to mind? A party bus with smoke billowing out of open windows? Scaling the side of a grassy hill to get a glimpse of the cannabis promised land? Perhaps hitting a joint and then gently descending into a child’s pose? All of these are correct. Cannabis-related tourism has evolved quite a bit since the early days of legalization.

When Colorado voters passed adult use in 2012, people from all over the country flocked to the Centennial State to experience something they never had before—consuming cannabis legally. Early cannabis tourism experiences experimented with ideas, which commonly consisted of taking patrons to dispensaries where they could shop and then providing a safe space for them to consume their purchases, which was usually inside a tour bus or an outside venue.

This brand of tourism exists in other markets as well, such as the craft beer market. People sign up for pub crawls where attendees can sample and purchase unique brews. Craft beer tourism also includes dinners with menus to highlight the flavors of the hops, tours of breweries where the beer is being made, as well as art gallery and music events where local, craft beers are showcased. There are even athletic events like Beer Mile, which incorporates both running and beer consumption in competition. So, what does that mean for the future of cannabis tourism?

Experiencing the Culture

Certain regions in California are known for their wine culture. Napa, Sonoma, and Santa Barbara counties draw millions of people annually who enjoy leisurely strolls through the vineyards, artisan cheeses, and world-renowned wine. It’s a whole lifestyle. Similarly, Kentucky draws bourbon aficionados seeking the finest aged liquor.

While still in its infancy, the cannabis sector of tourism has immense potential. The famed Emerald Triangle of northern California, including Mendocino, Humboldt, and Trinity counties, has a storied and rich history of cannabis cultivation and culture going back decades. Much of the production and cultivation of high-quality cannabis, as seen with today’s most popular strains, took place in those hills. While the stringent framework of cannabis legalization and the opinion of some who believe that cannabis grown outdoors is inferior (as if!) has taken its toll on the economic viability of production in this region, the history and stories are unmatched.

Furthermore, the craft, legacy genetics, and regenerative cultivation techniques applied by farmers in the Emerald Triangle produce cannabinoid and terpene profiles that are complex, therapeutic, and unique to the region. (Here’s a tip: the next time you visit your local California dispensary, ask for something grown outdoors in the Emerald Triangle. You’re welcome.)

Farm tours, farmers’ markets, and cannabis farm-to-table style dinners are just some of the offerings that could be featured in cannabis tourism. However, regulatory barriers like not allowing farmers to sell directly to the consumer or making it difficult to establish a tasting room in the small towns that dot Highway 101 have limited the realization of culture-driven cannabis tourism.

Wellness Focused

Cannabis yoga was one of the first wellness activities to overtly pair wellness with consumption. Truthfully, many of us have been getting high before experiencing yoga, massages, meditation, and painting for as long as we can remember. However, the concept of marketing these activities with cannabis only surfaced after legalization. While the places where people can publicly smoke cannabis are limited, even in legal states, opportunities to openly consume at private facilities like yoga studios or outdoor venues make them a popular choice among the wellness crowd. As the normalization of cannabis use continues, these offerings may be less in the camp of cannabis tourism and more under the umbrella of wellness in general.

Culinary Delight

Pairing and integrating cannabis with food is a perfect match, even when many of us, while in the throes of the munchies, have made some suspect food pairing decisions.  I recall one particular night when I was convinced that the peanut butter and easy cheese sandwich I had made was a culinary marvel. Still the fact remains that cannabis has the potential to enhance not only our appetites but also the experience of eating.

Furthermore, like pairing food with wine, the flavors and aromas in cannabis can complement food as well, elevating both the cannabis, the meal, and you! There are two main types of cannabis dinners. The first pairs food with specific strains of cannabis to compliment the flavors and aromas of both and to guide the consumer through the meal in the context of the effects of cannabis. The second infuses meals with THC or other cannabinoids, which puts the focus on a high that evolves throughout the experience. This type of cannabis tourism is very popular among consumers. In the 2023 Consumer Survey from New Frontier Data, 73% of respondents said they would like to attend an infused dinner.

The Future of Cannabis Tourism

Cannabis tourism once focused squarely on giving people who live in illegal states the chance to buy and consume cannabis without fear. As more states have continued to change their laws and more people have access to legal products, not only in their state but also in the neighboring ones, the offerings have shifted to include cannabis as a component of another activity, including cannabis in the context of dining as well as opportunities to experience and learn about legacy cannabis culture. There are many more emerging opportunities in the cannabis tourism space. To learn more about what’s trending, check out the Cannabis Travel Association International at cannabistravelassociation.org.

This article was originally published in the March 2024 issue of High Times Magazine.

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Nostalgia Bar and Lounge is owned and operated by famous cannabis chef Chris Sayegh of The Herbal Chef, and it recently celebrated its opening in late February in Santa Monica, California.

Food has always been a part of Chris Sayegh’s life. From his youthful experiences hosting cooking competitions in his parents’ backyard to his personal discovery of cannabis while studying molecular cell biology and physiology at the University of California, Santa Cruz, Sayegh’s influence on the culinary infusion of cannabis into fine dining is legendary. His company, The Herbal Chef, has been raising the bar of cannabis food exponentially since its inception in 2013. He spoke with High Times in the February 2022 issue about his first experiences with cannabis, and how it led to where he is today.

“Cannabis deserves to be recognized as the superfood it is and plated with other foods,” Sayegh told High Times. “It’s way past time for diners to be enlightened to this point. In my mind, cannabis is just another food at the table with the added bonus of inducing happiness. My team and I witness this every time we feed our guests. It’s not rocket science, it’s the science of foods that uplift and heal.”

Sayegh’s values have led to the creation of Nostalgia Bar and Lounge, a 21+ venue that does not offer infused food, but does offer a wide variety of unique menu items, live music, and best of all, enticing CBD- and terpene-infused cocktails.

The menu will change regularly during each season, as according to Sayegh’s and Chef Jared Ventura’s current inspirations, to present elevated dishes that are inspired by childhood food favorites. The current offerings include Branzino Fish & Chips, Lobster Roll with Caviar, Dry Aged Porterhouse Burger infused with Wagyu Fat, Kobe Toast and Seasonal Trifles.

Back in 2018, cannabis cocktails were banned by the Los Angeles Health Department until Assembly Bill 45 was passed—and legalized CBD in food, beverages, cosmetics and dietary supplements, as of October 2021. Now Nostalgia will bring back the infused cocktails again with an “Enchanted Tiki Whip” (a play off the popular Dole Whip throughout Disney theme parks), “WooHoo” (inspired by YooHoo Chocolate Milk) and “How Many Licks” (with flavors that mimic that of a Tootsie Pop). Better yet, any drink can be infused with CBD or terpenes upon request as well.

Nostalgia is also the venue where the “Secret Supper Club”—a limited, private members-only “speakeasy”—is held. The Herbal Chef shared that it would be bringing the event back on April 4. The Secret Supper Club originally began in 2020, “in response to rules & regulations that decimated the Food Service Industry and continue to criminalize the use of plant medicines,” the Secret Supper Club states on The Herbal Chef website. The club invites 10-20 members to enjoy a 12-course meal, including infused cocktails and wine pairings.

“Each plate is expertly dosed according to personal tolerance thresholds—our goal is to accent each dish with cannabis. We take every precaution to never leave our guests feeling overwhelmed, but if you’d like to travel the stars—we’re more than happy to accommodate.” Chefs Sayegh and Ventura agree that the inspiration behind the Secret Supper Club is to celebrate cannabis infusions.

“The Secret Supper Club menu is about having a fully integrated Cannabis Hospitality experience for our members and at its core, excellent food and beverage,” The Herbal Chef told High Times.

With plenty of plans for live music and a lot of excitement to follow Nostalgia’s circulating menu options, we’re excited to see what this bar and lounge continues to offer locals and visitors to Santa Monica, California in the future.

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