Palm Springs, CA – The Coachella Valley is about to make history with the launch of Canna-Week, a first-of-its-kind destination event that seamlessly integrates cannabis, tourism, and wellness across all nine cities in the region. Running from March 13-15, 2025, this multi-day activation aims to elevate the cannabis industry while strengthening local businesses and cultural tourism.
Spearheaded by the Coachella Valley Cannabis Alliance Network, Beard Bros Travel, and the Cannabis Travel Authority, Canna-Week is a forward-thinking program designed to engage both seasoned cannabis consumers and the canna-curious alike. Inspired by the success of restaurant weeks and cultural festivals, this event showcases the growing demand for cannabis-friendly travel experiences, offering a blend of education, social consumption, and immersive tourism opportunities.
“This is about more than cannabis—it’s about destination stewardship and creating new pathways for economic growth, wellness tourism, and cultural integration,” said Brian Applegarth, CEO of Applegarth Consultative Services and co-producer of Canna-Week. “With 70 million Americans interested in cannabis tourism, programs like Canna-Week put the Coachella Valley on the map as a top-tier cannabis-friendly destination.”
What to Expect at Canna-Week
Canna-Week offers a full itinerary of business networking, experiential tourism, and education focused on cannabis wellness and industry development. Some of the event’s major highlights include:
B2B Industry Kickoff – Cannabis industry leaders, entrepreneurs, and policymakers will discuss the evolution of cannabis tourism, Coachella Valley’s cannabis economy, and strategies to integrate cannabis into mainstream tourism.
Gamified Lounge Crawl Challenge – A curated cannabis lounge experience, where participants visit some of the Valley’s top consumption lounges, including Red Falcon Lounge and Holland Pharms in Palm Springs. Attendees can earn rewards for visiting different locations, pairing cannabis with local food, craft beer, and entertainment.
Educational Sessions & Wellness Experiences – A mix of panel discussions, hands-on workshops, and wellness activations designed to educate visitors on cannabis wellness, safe consumption, and innovative hemp-based applications.
Closing 420 Celebration – Co-hosted by Beard Bros Travel and The Ganja Traveler, this high-energy community celebration at Double Eye Lounge is the perfect way to wrap up Canna-Week. Expect live music, infused cuisine, and networking with the industry’s top players.
Cannabis Lounges Leading the Charge
Two standout lounges—Red Falcon Lounge and Holland Pharms—are setting the tone for cannabis-friendly hospitality in the Coachella Valley.
Red Falcon Lounge: A Native Indigenous-owned consumption lounge offering locally crafted food, craft beer, and premium cannabis in a socially engaging atmosphere. Red Falcon Lounge is redefining the cannabis hospitality model, merging culture, community, and high-end cannabis experiences.
Holland Pharms: A social equity-owned cannabis lounge in downtown Palm Springs, committed to curating unforgettable cannabis experiences. As a key sponsor of Canna-Week, Holland Pharms represents inclusivity and innovation in cannabis tourism.
Why Canna-Week Matters
According to Whitney Economics, for every $1 spent on cannabis in a tourism setting, an additional $2.80 is injected into the local economy. Canna-Week aims to position the Coachella Valley as a global leader in cannabis-friendly tourism, demonstrating how cannabis can coexist with mainstream hospitality and destination marketing.
With sponsorship from brands like Pabst Labs, St. Ides, and the City of Desert Hot Springs, Canna-Week is shaping up to be a landmark moment for cannabis tourism advocacy and innovation.
For cannabis travelers, business owners, and advocates alike, this event is a can’t-miss opportunity to experience the future of cannabis-integrated travel firsthand.
Want to get involved? All events are free and open to guests 21+. For more details, reach out to Brian Applegarth at ba@brianapplegarth.com.
Follow Beard Bros Travel for real-time coverage and insider takes on Canna-Week 2025.
