The Summer that Changed Cannabis Events Forever
This summer marked a historic tipping point for cannabis normalization in America.
For the first time in 60 years, cannabis was (legally!) sold at a Grateful Dead concert. The California State Fair (opens in new tab) (a 171-year-old institution) not only welcomed cannabis but celebrated it alongside award-winning wine, cheese, and livestock. And at Outside Lands, cannabis took center stage at one of America’s most mainstream music festivals.
At the heart of all three groundbreaking events? embarc (opens in new tab): the nation’s leading cannabis concessionaire.
The Math IS Mathing
- California State Fair: Doubled revenue compared to 2024, welcoming over 250,000 visitors to the cannabis experience (up from 100,000 last year)
- Our state fair footprint grew from 5,000 sq ft (2023) to 50,000 sq ft (2025) (opens in new tab)
- Received 600+ California Cannabis Award entries and distributed 150 medal winners (opens in new tab) and nine Golden Bear champions (opens in new tab)
- Hosted 30+ California cannabis farms, brands, manufacturers, and media educating the public and celebrating the plant in our exhibition hall
- Launched two award ceremonies honoring cannabis culture (Dirty Heads (opens in new tab)) and cannabis advocacy (Cypress Hill (opens in new tab))
- Distributed the largest (compliant) cannabis seed giveaway (opens in new tab) ever undertaken at a public event with Humboldt Seed Company
- Outside Lands: operated Grass Lands (opens in new tab) for the 5th year in a row; 31 cannabis brands participated; repeat customers (from that weekend and Dead & Co)
- Dead & Company returned to Golden Gate Park: 25 brands featured for the first-ever legal cannabis sales at a Grateful Dead show
- Coordinated with dozens of agencies and regulators to ensure compliance and safety.
What We Learned This Summer
- Craving IRL Connection: From drum circles at Dead shows to educational exhibits at the State Fair, consumers have consistently preferred tactile, personalized experiences over digital interactions. People wanted to meet the farmers, touch the plants, and learn through conversation, not screens.
- Returning to Nature & Authenticity: Whether surrounded by California’s agricultural bounty at the State Fair or celebrating in Golden Gate Park’s natural amphitheater, consumers showed a clear preference for experiences rooted in nature and genuine craftsmanship.
- Brand Discovery at Scale: These events introduced tens of thousands of potential customers to cannabis brands, farmers, and partners they’d never encountered in traditional retail settings. Legacy farmers from the Emerald Triangle met mainstream audiences, while social equity brands gained unprecedented exposure. All at a time when the California cannabis industry is facing unprecedented challenges from overtaxation, stifling regulations, a thriving illicit market, and the proliferation of dangerous and unregulated synthetic products masquerading as “hemp.”
- Destigmatization Within Reach: By seamlessly integrating cannabis into America’s most beloved cultural institutions (from state fairs to legendary music venues) these events proved cannabis can be safely and responsibly woven into mainstream American experiences without incident or controversy.
- Experiences, Community & Culture > Discounts: Instead of joining the discount wars, we completely reimagined our Passport Club (opens in new tab) loyalty program around premium, once-in-a-lifetime experiences. The results? Higher customer lifetime value, sustainable margins, and genuine brand differentiation in an increasingly commoditized market.
Beyond Dispensaries: Experience-Driven Community & Connection
“Cannabis and music have gone hand in hand since time immemorial,” said Lauren Carpenter, Embarc’s co-founder and CEO. “Traditional retail, by its nature, is prohibitive because it requires a customer to walk through our four walls. Events are a wonderful opportunity for brands to get their products in front of the masses.”
embarc was founded by Lauren and her husband, Dustin Moore, who also serves as Chief Strategy officer. Launched during a global pandemic near the shores of Lake Tahoe, California’s leading cannabis retailer now operates 17 dispensary locations and have invested nearly $2 million back into the community’s they’re proud to serve.
These events represent more than safe, responsible, and regulated cannabis sales and consumption… they’re proving grounds for cultural integration, community building, and the future of cannabis normalization in America.