TRAVERSE CITY – Cannabis is now an industry emerging alongside tourism in Northern Michigan. One company working hard to combine both is Dunegrass Co.
“I reside in Traverse City and genuinely appreciate all our area has to offer,” said CEO of Dunegrass Co., Nick Piedmonte. “Dunegrass has six locations across Northern Michigan and U.P. and we have designs on several more. We understand the region’s deep relationship with tourism and we’re heavily involved in the communities we serve, so developing our brand to promote canna-tourism is a natural fit for us.”
Dunegrass’ new website is largely dedicated to providing a hyper-local guide to “Up-North” activities, from hiking and biking to snow and watersports near Dunegrass’ retail cannabis locations. Michigan tourism is a 26 billion dollar industry and studies show that as many as 75 percent of travelers between 30 and 65 have some interest in cannabis as part of their vacation experience.
“We want to be the top-of-mind dispensary for visitors when coming to the region. Like an outfitter, we hope to form relationships with visitors and provide them more than just great cannabis products. It’s our hope that our new website will help them find the hotspots and local activities that elevate their up north experience. We have also formed supporting relationships with the West Michigan Tourist Association (WMTA) and the West Michigan Cannabis Trial who have embraced the normalization of cannabis tourism in the region.”
In addition to the new website, Dunegrass has launched a new social media campaign “A Higher Latitude.” The sole purpose of A Higher Latitude is to promote Northern Michigan and all it has to offer. The account will share “Michi-Facts” to educate people about the unique recreational opportunities in the region, including special events like the Hoxeyville Music Festival which, in partnership with Dunegrass, will be the first existing music festival offering onsite cannabis sales and consumption. The platforms make no explicit mention of cannabis, but with a wink and a nudge, the message alludes to the advantages of visiting “Michigan’s High Country.”
Because many Destination Marketing Organizations have some level of federal funding, cannabis messaging or membership of cannabis companies could complicate things. This leaves cannabis operators a growing but underserved stakeholder group left out of the public tourism conversation. Piedmonte states, “One of our goals with our marketing efforts is to fill the void and promote the normalization of cannabis as a part of visiting Michigan’s Higher Latitude.”
Dunegrass Co. is a family-owned chain of dispensaries and Northern Michigan’s Cannabis Outfitter. With 6 locations in the region we’re on a roll. Dunegrass Co. is committed to promoting canna-tourism in the region and is deploying new marketing strategies to further this goal.
Check out our new website at https://dunegrass.co/ and plan your cannabis getaway to Northern Michigan.
