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Harvesting Hedonic Markets: Collisions at the Intersection of
Cannabis, Craft Beer, Gourmet Food and Wine


Saturday, May 25 - 1:15 pm to 4:30 pm

With few exceptions, recreational drug use in Western nations remains illegal or socially-censored, with Canada now being the exception.  The few studies that look at tourism and cannabis use tend to be problematic from several respects.  Lack of generalizability arises because studies are conducted in unique jurisdictions (e.g., Amsterdam); are focused on the activities of marginalized sub-cultures; or because jurisdictions with legalized recreational use are still recent and have very different forms of legislation (e.g., Canada versus the United States).  In Canada, formal academic study on the potential impact of cannabis on the tourism & hospitality, and recreation & leisure, sectors remains virtually non-existent.  Given that the research of cannabis use still lags market/business development of cannabis related products and services - and the absence of any national-level legal market – questions on the potential of cannabis in the practitioner literature and popular press tend to be largely hopeful and analytically speculative. Thus, the symposium is designed to start exploring these issues through a panel and question & answer session.

1:15 Introduction

1:20 – 1:30 Terrance Weatherbee History of Cannabis

1:30 – 1:50 Byron Marlowe Entry and impact on hedonic markets such as tourism

1:50 – 2:10 Donna Sears Potential impacts on wine, wineries, and wine tourism

2:10 – 2:30 Bill Cooke From Booze to Bud: Self-Medicating the Intellectual Imagination in the Academic Endeavour

2:45 – 3:00 Break

3:00 Michael Armstrong Canada’s legal cannabis supplies and shortages

3:10 Alice de Koning Emergent Themes from Stakeholder Groups: Anticipating Opportunities and Challenges for the Cannabis Industry

3:20 Lynn Kendall and Julie Pitcher Giles Indigenous investments in cannabis enterprises

3:30 Rene Arsenault The recreational Cannabis market dilemma: marketing approaches to breakdown stigmas

3:40 Terrance Weatherbee Going forward – edibles, ethics, and other questions

3:50 Summary, questions, and networking (including CJAS Special Issue discussion)

This symposium will start a conversation to sketch out the business, social, and policy implications for the legalization of cannabis in hedonic markets. This conversation will be continued when these topics become the focus for an upcoming Call for Papers for a Special Issue of the Canadian Journal of Administrative Sciences (CJAS).


For questions concerning the Symposium or the Special Issue, please contact either of the co-chairs:

Donna Sears, Acadia University                       Terry Weatherbee, Acadia University

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