Sunny Isles Beach, FL – Every year, spring break floods South Florida with college students and vacationers eager to enjoy the region’s beaches, nightlife, and entertainment. While local businesses from bars to retail stores see an uptick in revenue, one industry faces unique challenges amid the seasonal rush—medical cannabis dispensaries.
Despite the growing popularity of cannabis nationwide, Florida’s laws restrict purchases to registered medical marijuana patients within the state, limiting sales during this high-traffic period. Dispensary owners in Sunny Isles Beach, North Miami, and surrounding areas have noted increased interest from out-of-state visitors, but with no legal recreational market, many leave empty-handed.
High Demand, Limited Sales
Florida’s medical marijuana program, established under the Compassionate Medical Cannabis Act of 2014 and expanded in 2016 through Amendment 2, allows only state-registered patients to purchase cannabis products (Florida Department of Health, 2024). This presents a roadblock for tourists from states like New York or California, where recreational use is legal.
Dispensary employees report that many spring breakers stop by expecting to buy cannabis, only to be turned away.
“Spring break brings a huge wave of interest, but because Florida has no reciprocity with other state medical programs, we have to explain to tourists that they can’t purchase without a Florida medical card,” said a manager at Curaleaf North Miami. “It’s disappointing for them, and it definitely limits the potential revenue we could see.”
Despite these restrictions, dispensaries still experience a boost in sales from local medical cannabis patients who stock up ahead of the spring break rush, as well as from snowbirds who temporarily reside in Florida and hold valid medical marijuana cards. According to Trulieve, Florida’s largest cannabis operator, seasonal residents often play a significant role in sales increases during peak tourism months (Trulieve Investor Relations, 2024).
Marketing Strategies to Capitalize on Interest
While dispensaries cannot sell to recreational users, many leverage the seasonal interest to educate visitors and drive future business. Some offer free consultations to explain Florida’s medical marijuana process, hoping that repeat visitors will eventually apply for state residency and a medical card. Others use promotions such as discounted CBD products—legal nationwide—to attract customers who might be looking for cannabis alternatives.
A spokesperson for Sunnyside Dispensary in North Miami noted that their team frequently provides information on the state’s medical cannabis process. “We can’t sell to non-Florida patients, but we can help educate visitors about the benefits of medical marijuana and how they might qualify if they move here,” they said.
What the Future Holds
Florida’s cannabis industry could see a major shift if voters approve an adult-use marijuana measure in future ballots. If passed, dispensaries would be allowed to sell recreational cannabis to adults 21 and older, opening the door for a massive revenue boost during future spring breaks.
Until then, South Florida dispensaries will continue to navigate the influx of curious but ineligible tourists, focusing their efforts on existing medical patients and potential long-term customers.