As a political commentator, I had a keen interest in the recent mid-term elections. While the nation remains divided over a range of issues, it seems that there is a growing consensus on recreational marijuana.
37 states have legalized marijuana use and 22 of those states have legalized recreational use. As an industry, it is literally growing like a weed. According to MJBizDaily, a leading industry newsletter, projects retail marijuana sales to reach an estimated $33 billion by the end of 2022 and $52.6 billion by the end of 2026. These numbers take on even more significance when you put them next to the numbers for craft beer sales in the US, which was $26.8 billion according to the Association for Small and Independent Craft Brewers.
With demand at an all-time high and continuing to rise, it begs the question of whether owner/operators should consider adding recreational marijuana as an offering. A generation ago, having light beer available was considered innovative. Now, craft beer is a no-brainier for food and beverage operations at golf facilities across the country and many courses pride themselves on the range of craft brew taps available both on and off the course.
Currently, there are only a few courses that offer recreational marijuana in North America. The best known is the aptly named Rolling Greens in Ontario, Canada. The owners of that facility were specifically looking to attract a younger audience and to be a destination for those who enjoy both golf and cannabis. So far, the experiment has been relatively successful.
As with any major change, owner/operators must weigh a range of factors before implementation. The numbers above indicate that there is a market, but is that market comprised of existing customers? Courses are looking for ways to attract newer, younger golfers and perhaps recreational marijuana would be an attraction to them. But the potential for new customers must be weighed against the potential loss of existing customers who might be wary of a severe change in the atmosphere at the facility. And there is the reality that despite being legal, the idea of marijuana use in public carries a certain stigma with many in the public, and certainly in the more conservative environment that is still prevalent in the golf world. I would argue that I have seen any number of alcohol-fueled disputes on the golf course but I have never seen anyone with a mellow buzz fighting over a $2 Nassau.
As always, the bottom line on recreational marijuana use is the bottom line. If owner/operators see wide acceptance in their local communities and local laws that make it easy to implement, they would be wise to take advantage of what could be a rare opportunity to gain market share. At the end of the day, they may find that the grass will make their numbers greener.