Los Angeles has long been the epicenter of branded events. Predictable weather and celebrity residents are some of the reasons marketers are acivating brands in the City of Angels. California also happens to be one of the few states that have legalized cannabis in 2018.
Brands are always looking to push the envelope in terms of entertaining and we may be reaching a point where cannabis will start taking center stage in the conversation. Marketers can expect the below trends to start affecting their events in the Golden State for years to come.
- Old stigmas will fall by the wayside
“Although it’s available for legal purchase by 20% of the US adult population, cannabis still carries a stigma that the average corporate event planner… may choose to avoid,” says Adrian Sedlin, founder of CANNDESCENT, a California cultivator of ultra-premium flower. “Quite simply… cannabis may feel too avant-garde for the host. As such, cannabis will only be found at the most progressive of these invitation-only events. Think art opening or a Grammys party.” He also believes that existing venues like outdoor concerts without cannabis offerings will quickly look to add a cannabis revenue stream. “Cannabis is green, and there’s money to be made,” he concludes.
Perceptions of cannabis culture are changing as the industry becomes more systemized. Lindsay White of Acme Elixirs pulls back the curtain on what it looks like to imbibe at branded affairs in 2018. “Sampling at events gives the industry a much classier, cleaner approach – no one is passing around bongs or sharing joints. They’re sampling pre-packaged chews, using alcohol wipes to clean up, things like that. There is order and class to it.”
- Fashion and music will pave the way
Bert Culha, partner at Field explains that the demand had been there even before 2018. “The music and fashion industry are generally the most interested in offering cannabis product options at their [corporate] events,” he explains. His brand has already been hired by many household names in both industries and Field has been experiencing a palpable increase in interest for “The Field Bar,” a branded area at an event where buds are displayed in elegant glass vessels along with other contraptions like disposable vape pens.
- Event hospitality will be taken one step further
For years, branded events have been aflush with perks for attendees, generous gift bags, free beauty services and even wildcard offerings like complimentary onsite tattoos on some occasions. The cannabis industry has been hard at work diversifying the types of products they offer consumers. These now include beauty, health and wellness products. As a result, the types of perks typically associated with brand activations will now benefit from the legalization and rise in popularity of cannabis.
For years, branded events have been aflush with perks for attendees, generous gift bags, free beauty services and even wildcard offerings like complimentary onsite tattoos
“We can set up a beauty bar at an event just like any other beauty brand. We can give massages and facials and let people sample the products as they choose,” says Melissa Christensen of Cannabliss, who offers products like organic hemp salve and body oils.
Before deciding if entertaining with cannabis is right for a specific brand, marketers will first need to assess how progressive their client is. Next, they should consider how their target consumer will perceive the move. If both answers seem favorable, it may be time for your brand to consider a new type of entertaining.
One of the best ways to manage a population from revolting and who is losing out on almost everything else is to legally drug the population into a stupor. The more drug addicted Americans become the less clear thinking will exist. A nation whose type of government is that of a "government run by the people" cannot have the people drugged and stoned unless the government wants them that way.
A drugged out population should not vote, make decisions that effect the nation but a drugged out population will also not be aware that they are being robbed by the government. Such a population becomes worthless as they find advanced education and highly skilled jobs too difficult. Personally I do not want my dentist, Doctor, Lawyer or Accountant stoned out of his head as he deals with any of my personal issues.
America is facing massive problems. mean average income for most Americans has not kept up with inflation. It has hardly grown since the mid 1980’s while the wealth of the super rich is rapidly increasing. Every disease is now present or common, including a range of tropical diseases and HIV is on the rise again. Obesity to poor health is becoming the norm. The chronically unemployed remain so. America’s entire population is graying, especially the baby boomer generation, naional debt is at 21 trillion, Student loan debt around 1.2 Trillion, Credit card debt around 1 trillion, death just by Opioides in 2016 was 63 thousand (more than the vietnam war -57 thousand), in 2017 it was 50 thousand. This year (2018) is going to exceed 2017. A few people are going to make billions selling a drug we do not need and in the long run will cost in health and wellbeing issues.
great