More than 4,000 consumers made history over the weekend, when they purchased marijuana from the Great Smoky Cannabis Co. store in Cherokee, North Carolina.
When adult-use sales began Saturday, the Eastern Band of Cherokee Indians (EBCI) became the first indigenous tribe to launch a regulated cannabis marketplace through sovereignty before its home state legalized any type of marijuana, according to a spokesperson for the tribe.
Some visitors traveled more than six hours to the remote town in the Southern Appalachian Mountains to purchase flower, edibles and concentrates such as vapes and tinctures.
Lines at the store lasted from sunrise until sunset on Saturday, as some shoppers waited a few hours to review the extensive menu and make purchases.
Through it all, the vibes were celebratory and thankful, according to Forrest Parker, a member of the EBCI and general manager of Qualla Enterprises, the vertically integrated cannabis operator owned by the tribe.
“This is the most inspiring thing that I’ve ever been a part of,” Parker told MJBizDaily on Monday.
“To walk the crowd and hear people thanking you for being there, that really gives you a sense of purpose.”
Cannabis supply and demand
Ahead of the adult-use sales launch, the EBCI designed the store and trained its staff of about 150 workers to handle high-volume transactions.
For opening weekend, Great Smoky Cannabis Co. featured over 350 stock keeping units (SKUs), with flower accounting for about 40% of sales, according to Parker.
The retailer limited how much flower consumers could purchase to ensure stable inventory throughout opening weekend and the coming weeks.
Sales of infused edibles outpaced expectations, but “our initial projections on product categories and percentages are holding pretty true,” Parker told MJBizDaily during a phone interview on Monday.
“It’s a huge menu, and we look to have up to 500 items by January,” he said.
Tourism destination
The store’s proximity to outdoor tourism destinations and neighboring states – none of which have launched adult-use marijuana sales – should help fuel demand.
All forms of intoxicating cannabis remain illegal elsewhere in North Carolina, where medical marijuana proposals continue to be shot down in the state Legislature.
The state is one of only 10 without any regulated marijuana program.
The store on EBCI land is at the doorstep of Great Smoky Mountain National Park, which drew nearly 13.3 million visitors last year, the most of any park system in the U.S.
“We’re a destination town that has visitors from all over the world every single day throughout the year,” Parker said.
“And we’re bringing a lot of new folks to our town as a result of cannabis that will engage in other activities, such as our culture, gaming and our recreational outdoor activities like fishing, mountain biking and hiking.”
Rewriting history
In many ways, the marijuana retail workers and tribal leaders behind Great Smoky Cannabis Co. will be the first members of the EBCI to chronicle their experiences with the plant.
About 90% of the store’s workforce are tribal members, according to Parker.
“A lot of the history of cannabis – specifically with our people – hasn’t been documented for a lot of reasons you can imagine,” he said.
The initiative to authorize and establish adult-use marijuana retail has connected elders with younger generations in a way Parker said he has never seen before.
“That is really validating and inspiring to young people to see they’re getting support from their community and from the people they respect the most,” he added.
“This is a very local effort with a lot of heart and soul in it, and a lot of people working for a cause that’s much bigger than themselves.”
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Path to legalization
The EBCI’s history on the Qualla Boundary in western North Carolina dates to the 16th century, and the tribe embarked on a journey to legalize marijuana and retail access nearly four years ago.
Members voted to legalize recreational marijuana on their territory about a year ago.
On the Fourth of July – only a few weeks after EBCI Tribal Council approval – Great Smoky Cannabis Co. began selling recreational marijuana products to members of other federally recognized Native American tribes.
Parker said he relishes a new era of marijuana policy on tribal land and understands its landmark importance for his tribe, the region, industry advocates and others.
“It’s been three-plus years in the making, and just to see that unfold – the turnout and the response – it’s just so validating,” he said.
“We’re just humbled and appreciative and honored to be doing this with our community, for our community, and we’re so thankful for all the people that are supporting us.”
Chris Casacchia can be reached at chris.casacchia@mjbizdaily.com.
