West Hollywood wants to be renamed “Emerald Village” with 40 new permits

First reported by the Los Angeles Times, the geographically small city of West Hollywood is planning to rename itself the cannabis Mecca or the “Emerald Village” – a name coined by a cannabis trading group of the same name. Less than three square miles in size, the city is full of cannabis shops and could reinvent itself as the “Amsterdam of the Far West”.

“Welcome to the Emerald Village, the capital of cannabis culture,” it says on their website. “We invite you to explore all of the gems West Hollywood has to offer in this golden age of cannabis, including dining, wellness, entertainment, nightlife, art and personalized experiences.” Emerald Village describes itself as “the official marketing organization for the licensed Cannabis Company in West Hollywood ”.

West Hollywood is currently only home to six pharmacies, but city authorities plan to approve up to 40 cannabis permits over the next year.

West Hollywood is already home to one cannabis dealer for every 5,959 residents – a much higher concentration of cannabis companies than even Los Angeles. John Leonard, manager of the West Hollywood Community and Legislative Affairs, told the Los Angeles Times that in 2018 the city received over 300 applications for just eight licenses to operate pharmacies.

It would be a renaming of West Hollywood’s current status as the LGBTQ “main street” of Los Angeles – with over 21 gay bars on Santa Monica Blvd. alone. But the city’s high focus on retail is also ideal for cannabis brands.

Current member organizations of Emerald Village West Hollywood include Alternative Herbal Health Services (AHHS), The Artist Tree, CALMA, LA Patients and Caregivers Group (LAPCG), MedMen, and Zen Healing Collective.

“I really see it as a place that can redefine the image of cannabis for the general public,” Kelly Lyon of The Artist Tree told CBS News. “It would be great to have a business where you can appreciate art. When yoga is more your thing, you can run down the street and do that while you are consuming and each one brings a different idea to the table. “

It makes sense – considering that West Hollywood is already a pioneer in cannabis culture. A few years ago, Lowell Farms opened what was known as America’s First Cannabis Restaurant, a coffee shop that serves cannabis-infused food.

“From the first cannabis café in the United States to cannabis-enhanced entertainment and art venues, the Emerald Village in West Hollywood offers the most unique and creative cannabis experiences in the world,” said Scott Schmidt, executive director of Emerald Village, told WeHoville . “The Emerald Village is ready to welcome travelers who will appreciate our imaginative cannabis experiences along with our legendary LGBT nightlife, entertainment, world-class hotels, award-winning restaurants and a strong sense of community.”

The development is partly driven by celebrities. The parent company – Jay-Z’s giant cannabis company – recently bought women-run CALMA, a West Hollywood pharmacy, according to an October 4 press release. Patricia Arquette plans to open an edible lounge in the Flaming Saddles building – the same building where Prince recorded “Purple Rain”.

Woody Harrelson made numerous attempts to acquire stakes in cannabis companies in West Hollywood, but in 2016 he was denied a pharmacy license. Bill Maher also participates in the business plans.

Clothing and fashion stores also participate. Fred Segal’s flagship location, Sunset, on the West Hollywood-Los Angeles border area, hosted a cannabis pop-up featuring The Freak Brothers cast Pete Davidson, Blake Anderson, John Goodman, Andrea Savage, Phil LaMarr and Danny Gendron attracted.