On this week’s episode of Travel Tuesday (Episode 5), Brian Applegarth, creator of the Cannabis Trail and founder of Applegarth Strategies, delves into the intersection of cannabis, tourism, and equity with Vanessa Oliver—a trailblazing entrepreneur in the cannabis hospitality space. The conversation offered insights into Oliver’s transformative initiatives, including the CannaLux Wellness Expo, her mission to empower BIPOC entrepreneurs, and her deeply personal connection to cannabis advocacy.
A Visionary Approach to Cannabis Hospitality
Oliver, founder of Cloud Nine Studios and former CEO of the Cannabis Wedding Expo, has redefined cannabis events by blending education, wellness, and Montessori principles. Her flagship project, the CannaLux Wellness Expo, has graced markets like New York, Las Vegas, and California, offering attendees a hands-on, immersive approach to exploring wellness and plant medicine.
Oliver explained that her upbringing in Oakland during the war on drugs significantly shaped her passion for education and equity. “The war on drugs weaponized cannabis against Black and Brown communities,” she said. “We should have every opportunity to grow money from trees like the rest of the world, legally, safely, and respectably.”
A Personal and Professional Mission
A former digital content producer in Silicon Valley, Oliver drew from her background in tech to innovate the attendee experience at her events. “Every touchpoint is intentional,” she said, emphasizing how technology influences her event curation. From interactive workshops to instructor-led programs, Oliver’s vision is to empower attendees to explore cannabis and wellness at their own pace.
The Montessori principles, inspired by her own education and her children’s, play a significant role in her approach. “Montessori is all about creating engaging, hands-on, and personalized experiences,” she explained. By combining this philosophy with cutting-edge event design, Oliver fosters curiosity and play, making plant medicine accessible and approachable for all.
Catering to Diverse Cannabis Markets
Having hosted expos across New York, Las Vegas, and California, Oliver highlighted how each market uniquely engages with cannabis and wellness.
- New York: With its emerging cannabis scene, consumers are eager to learn and integrate cannabis into their routines.
- Las Vegas: The vibrant city attracts a recreationally driven audience, seeking high-energy, luxurious experiences.
- California: As a mature market, consumers are more seasoned and eager for deeper connections with cannabis, focusing on sustainability and equity.
Despite their differences, Oliver noted a shared growing demand for thoughtful and intentional cannabis integration.
Championing Equity in Cannabis
One of Oliver’s core missions is supporting BIPOC and women-owned businesses, providing them with platforms to thrive in an industry that has historically marginalized these communities. “Supporting BIPOC and women-owned businesses is about creating a community where their voices are heard and valued,” she said.
Oliver’s events actively bridge systemic gaps, offering resources and visibility to underrepresented entrepreneurs. “It’s not just about showcasing products,” she explained. “It’s about empowering communities and building generational wealth.”
The Future of Cannabis Hospitality
Looking ahead, Oliver envisions expanding her expo model into retreat-style experiences, offering immersive wellness getaways. “The concepts are there, but you can’t fully embody sustainable practices without actually living the lifestyle,” she said.
For Oliver, cannabis is not just a plant but a tool for education, empowerment, and transformation. Through initiatives like the CannaLux Wellness Expo, she continues to champion inclusivity, innovation, and wellness in the ever-evolving cannabis industry. For more insights from Oliver, watch the full episode.
*The above article pertains to one discussion point from Travel Tuesday, a multi-faceted episode. Subscribe to our Beard Bros Network Media Live Series YouTube Channel. New to this B2B live series? Read more here.
