High Five: Brian Applegarth

What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?

Lingering reefer madness stigma and general lack of understanding holds back progress. As a cannabis industry, we need to evolve the conversation efficiently with data and fact-based education, at scale. We, as a company, are committed to overcoming the barriers and detractors that still exist, particularly as it relates to travel and tourism.

Those travelers who enjoy wine and food experiences are ready to learn about how cannabis tourism is just as appealing and has a depth of interest that spans food, culture, history, and adventure. We want to share that locally and, ultimately, globally in a way that is sustainable and profitable, both.

Where do you see the most exciting opportunity for growth and innovation in cannabis?

The most exciting opportunity is found in innovating the modern-day mainstream cannabis experience economy and the intersectionality of that with tourism. The Cannabis Trail Cooperative Marketing campaign we recently launched in partnership with Visit Oakland, Visit Mendocino, and the Humboldt County Visitor’s Bureau is an example of this.

Three different destination marketing organizations joined forces to promote the Cannabis Trail, a travel adventure that features nine points of interest including cultural landmarks and the most travel-worthy lounges, shops, and farms currently welcoming visitors.

What’s one piece of advice you would give to someone looking to break into the cannabis industry?

Not everyone is suited for the cannabis industry. It requires grit and resilience, and the ability to exist in an environment that is still stigmatized daily. Be ready for that. Take time to think deeply about what your calling is. Understand to the best of your ability what inspires you now and what may fulfill you long term.

Cross reference that desire with your qualifications and skills, and identify entry points into the cannabis industry, be it through retail, manufacturing, growing, or, like me—through tourism education and advocacy. Cannabis professionals are, in my experience, welcoming people eager to share their industry with newcomers. So much depends on relationships in our industry, so making the time to create those is paramount.

What is the most important thing you have learned from your experiences in the cannabis industry?

I’ve learned that bravery is important. Be bold. That is a necessary ingredient for meaningful change to happen. I’ve also learned that I am a total geek who enjoys tourism data and creating visitor economy strategies for clients.

And finally, I’ve learned that I have a passion for cultural storytelling and preservation in travel and tourism. The interactive cultural landmarks found along the Cannabis Trail are an example of that, as are the historical cannabis timelines and cultural content that I created for the Sonoma County Museum, the Kelley House Museum in Mendocino, and the California State Fair.

What do you want your legacy to be as it relates to the cannabis industry?

I hope that the Cannabis Trail, which tells the story of cannabis in the Golden State through vivid histories of people and places, grows and thrives as a tourism attraction long after I am retired, serving as an ongoing vehicle for cultural storytelling and education in travel for the state of California.

Do you have a comment for Brian?

Leave a Reply Cancel reply