Humboldt Turns to Weed Tourism Amid Challenges

We’ve discussed some of the challenges that the Emerald Triangle (Humboldt, Mendocino, and Trinity counties) is facing from marijuana legalization before. The end of prohibition has meant heavy taxation and regulation, plus a big business takeover of the industry. Now, one county is turning to tourism to blunt the hardship.

Writing for Weedmaps News, Ocean Malandra notes that Humboldt is doing everything it can to cash in on its visitors – those wishing to experience the place long synonymous with counterculture and weed.

In an unprecedented move, in 2018 the Southern Humboldt Business and Visitors Bureau (SHBVB) launched an awareness campaign that brands the region as America's Cannabis Heartland...

In March 2019, the Humboldt County Board of Supervisors passed Project Trellis, a three-pronged strategy to support local cannabis farmers and businesses with tax revenue created by Measure S in 2016. The measure imposed an excise tax on legal cultivation in Humboldt County and took in more than $17 million in 2017. At least 10% of that, or $1.7 million, supports Project Trellis. The project includes marketing and branding strategies such as the “America's Cannabis Heartland” campaign, microgrants for local cannabis businesses, and a cannabis social equity program.

To call it the heartland may be an understatement. Before the end of prohibition in Colorado, Washington, Oregon, and Alaska, 40% to 60% of all cannabis consumed in the U.S. originated in the Emerald Triangle. This region is the OG of MJ. What better way to make up for legalization’s setbacks than by capitalizing on that?