Webinar: Roadmap to Commercial Cannabis with the City of Monterey


Planning to “Get it Right the First Time” – Monterey, California’s Six Step Roadmap to Commercial Cannabis


It’s no surprise that cannabis is a contentious issue. Monterey’s approach is to engage their community at every phase of planning in order to achieve their goal of getting it right the first time.

What does “Getting it Right” mean for Monterey?

On the most basic level, getting it right simply means not getting it wrong. Monterey had seen the fallout from unplanned and unvetted processes - angry constituents, misinformation, and wasted time & effort.

In order to achieve greatness, there needs to be a plan. Monterey knew they needed to start somewhere. They began by outlining their objectives, defining stakeholders (internal and external), value drivers, outlining opportunities for public input, and deciding how to measure success. Having established a few foundational principles, they could now begin to create their roadmap.

Why a roadmap?

Everyone knows what a roadmap is - a pre-planned route to facilitate arrival at a final destination. Roadmaps can include detours, the highway, some backroads; you can stop and rework the route if needed. Roadmaps are flexible.

Monterey wanted to convey this concept of flexibility and a journey in order to make the process accessible and understandable for everyone. Marketing the plan as a roadmap was a good strategic decision and a contributing factor in the success Monterey has had so far.

How can I apply the Monterey approach to commercial cannabis?

If you were able to attend the webinar, you'll have a pretty good idea of how to get started. The webinar recording can be found below. In addition, you can check out Monterey's Cannabis page here. If you're wondering how they designed the page, see the Q&A below for information on their tool and widget selection.






Planning to “Get it Right the First Time” – Monterey, California’s Six Step Roadmap to Commercial Cannabis


It’s no surprise that cannabis is a contentious issue. Monterey’s approach is to engage their community at every phase of planning in order to achieve their goal of getting it right the first time.

What does “Getting it Right” mean for Monterey?

On the most basic level, getting it right simply means not getting it wrong. Monterey had seen the fallout from unplanned and unvetted processes - angry constituents, misinformation, and wasted time & effort.

In order to achieve greatness, there needs to be a plan. Monterey knew they needed to start somewhere. They began by outlining their objectives, defining stakeholders (internal and external), value drivers, outlining opportunities for public input, and deciding how to measure success. Having established a few foundational principles, they could now begin to create their roadmap.

Why a roadmap?

Everyone knows what a roadmap is - a pre-planned route to facilitate arrival at a final destination. Roadmaps can include detours, the highway, some backroads; you can stop and rework the route if needed. Roadmaps are flexible.

Monterey wanted to convey this concept of flexibility and a journey in order to make the process accessible and understandable for everyone. Marketing the plan as a roadmap was a good strategic decision and a contributing factor in the success Monterey has had so far.

How can I apply the Monterey approach to commercial cannabis?

If you were able to attend the webinar, you'll have a pretty good idea of how to get started. The webinar recording can be found below. In addition, you can check out Monterey's Cannabis page here. If you're wondering how they designed the page, see the Q&A below for information on their tool and widget selection.





Page last updated: 26 Apr 2021, 01:31 PM