The 2024 California State Fair isn’t just about thrilling rides, delicious food, and entertainment anymore. This year, it made history by becoming the first state fair, ever and anywhere, to host a cannabis exhibit, competition, sales and consumption. Given its remarkable success, could the California State Fair set a new standard for state fairs nationwide seeking to enhance attendance and enrich the experience through the emerging cannabis industry?
California State Fair Brings in a New Era with Cannabis
From July 12th to July 28th, the California State Fair unveiled its first-ever cannabis sales and consumption lounge, marking a historic milestone. The lounge, situated away from the main attractions and rides, allowed attendees aged 21 and over to consume marijuana in a controlled environment legally. This initiative was part of a joint effort between Embarc, a statewide cannabis retailer, and the state fair.
For many, the lounge was a dream come true. “My heart skipped a beat,” said Mindy Galloway, a marijuana advocate. “I knew I had to be a part of it. I had to be here.” Galloway hopes the lounge will create a community around cannabis, educate people about its benefits, and change public perception.
The consumption lounge was not just a free-for-all. “We have worked really closely with regulators to ensure that this is a strictly controlled environment,” said Lauren Carpenter, CEO of Embarc, the company managing the State Fair’s Cannabis Awards since 2022. With stringent age controls, tight security, and comprehensive infrastructure, the lounge ensured that cannabis consumption was safe and far from underage attendees.
The “Oscars of Cannabis”
With the green carpet rolled out, the California State Fair also hosted the annual Cannabis Awards, dubbed “The Oscars of Cannabis.” (Which we here at Beard Bros Pharms took home 2nd place with our “RSO on the go” Nighttime Tincture) In the two years before, the competition only had one category, which was cannabis flower.
The Award ceremony where the Best in Show “Golden Bears” were presented on Saturday July 27th, was fantastically hosted by Rachelle Gordon, Editor at GreenState. “Hosting the California State Fair Cannabis Awards was such an incredible honor. Celebrating our community and honoring the legacy of Pebbles Trippet all while being able to openly consume was a real treat – the fact that we were making history was the icing on the cake” says Gordon.
You can find the list of competition winners here.
“It is so fitting on this 170th anniversary to be here celebrating cannabis alongside wine, cheese, olive oil, and craft beer,” said Dustin Moore, Co-Founder of Embarc.
The awards are more than just trophies; they recognize craftsmanship and innovation in an industry facing challenges like a lack of federal regulation and high taxes. “For these folks, it means the world to them to grow their craft products and to be able to celebrate them alongside traditional agriculture,” added Moore.
Building a Community Around Cannabis
The fair saw an unexpected demographic frequently visiting the new cannabis section—senior citizens. “The demographic that we did not expect was a large part of the population coming through here has been senior citizens,” said Tom Martinez, CEO of Cal Expo and the State Fair. This surprising turnout highlights the diverse community that cannabis draws, breaking stereotypes and encouraging dialogue.
Cannabis advocates like Eliza Maroney believe that the fair is an excellent platform to educate the public about the multiple benefits of cannabis. “I have been using it for anxiety, depression, and chronic pain. I support my mom with her pain. It is a gift. It is an incredible plant that is so versatile,” Maroney explained.
California State Fair Exceeds Expectations in Attendance and Sales
The California State Fair not only broke new ground but also set records. With an estimated 10% increase in attendance and more than $10 million in food and beverage sales, the fair exceeded expectations. Despite the scorching heat, the fair achieved remarkable numbers. A single-day record of $634,000 in sales during the closing weekend highlighted the fair’s economic impact.
“This year’s California State Fair has truly been historic,” Martinez said in a press release. “We are thrilled to have achieved such remarkable numbers, especially in food and beverage sales, surpassing recent records and setting new benchmarks for future fairs.”
The 2024 California State Fair has indeed made history, not just for its introduction of a cannabis consumption lounge but also for its broader acceptance and celebration of cannabis as part of California’s cultural and agricultural heritage. This inclusive and forward-thinking approach has resonated with a diverse audience, from young adults to senior citizens, proving that cannabis can have a place in mainstream events when managed responsibly.
By integrating cannabis into the fair, the organizers have set a new standard for other state fairs to follow. This year’s success demonstrates that a balanced approach to emerging industries can lead to significant cultural and economic benefits.
