New cannabis business model demonstrates the innovation that comes with inclusion
DENVER — There’s no doubt Colorado’s cannabis industry has become an influential one. Models created here have spread across the country, and some across the world. But along with this accolade is a very clear display of the racial disparities within the industry.
Black people are over twice as likely to be arrested for cannabis possession than white people, yet as of 2022 have been granted only 2.9% of cannabis business licenses. While there have been minute improvements in this area, it’s clear that barriers to entry for the BIPOC community are very prevalent. And with this, immense opportunities in innovation are being overlooked.
Businesses like The Cannabis Experience are a great example of the possibilities that can blossom with a more inclusive industry. The Cannabis Experience is much more than a little blue bus. Consider it a mobile lounge, and a place where people can safely and legally consume cannabis while taking in the sights of the city.
In order to get her business in operation, founder and CEO Sarah Woodsen obtained the first-ever Marijuana hospitality license with a mobile premise in the state. The license was issued through a social equity program established in 2021 that runs through the City of Denver. The program was developed to help break down the significant barriers that exist for Cannabis business owners, and as one of the first of its kind it is continually developing to better meet the needs of businesses.
According to Woodsen, “I always thought that the industry would be full of people of color. And that's just was my naivety, right? I had no clue that the industry wasn't diverse. So when I decided that I wanted to do hospitality, I never thought that there wouldn't be any Black and Brown people.”
Learning this gave Woodsen and Cofounder Terrence Ewing even more of a drive to follow their dreams. “I just came in guns blazing, because I really didn't feel like my color, and I still don't feel like my color, is a negative factor. I feel like we have a right to be a part of this industry. This is our industry,” she explained.
The Cannabis Experience business model started with Kush and Canvases, where participants were able to legally imbibe in Cannabis while enjoying a painting class. The success of this led to hoped for a Cannabis lounge, but limitations in licensing caused for concern.
Once again, this did not stop Woodsen and Ewing, and they pivoted to a new mobile model.
The bus is already a hit. It seems Woodsen and Ewing tapped into a market Denver had desired since legalization. Thanks to hard work, good timing, and sheer persistence, The Cannabis Experience has created a business that will pioneer the mobile cannabis industry. The success of their launch leaves one to wonder, what other possibilities can come with an inclusive cannabis industry?
Elle Naef is a digital media producer at Rocky Mountain PBS. You can reach her at ellenaef@rmpbs.org.
William Peterson is a senior photojournalist at Rocky Mountain PBS. You can reach him at williampeterson@rmpbs.org.