Important Report from the Committee for the Future of Revenue Generation, UCSC
Our Future is Here
Report of the Committee for the
Future of Revenue Generation, UCSC
• Budget cuts are compromising our core
teaching and research missions.
• The state is an increasingly unreliable funding
• Silicon Valley remains a net drain on our
• Campus morale is low.
“Our Future is Here”
This new revenue-generating project will:
• Generate significant funds for the campus
• Capitalize on the UCSC brand
• Boost faculty and staff morale
“Our Future is Here”
Medical Marijuana Production at the
University of California, Santa Cruz
• The recent legalization of medical marijuana
has produced a fast-growing, emerging market.
• UCSC is well-positioned to become an
important player in this dynamic sector.
• Medical marijuana is UCSC’s opportunity to
achieve security and excellence for the future.
UCSC’s Strategic Advantages
• Existing agro-ecology program
• Ample land for large-scale cultivation
• Existing brand image of UCSC as marijuana-
The UCSC brand
•UCSC was named “most
stoned campus on earth” by
Rolling Stone magazine in
•McHenry Library is home of
the Grateful Dead archives.
unofficial and unsanctioned
celebration—is the campus’s
second-largest annual event,
• If downward trajectories of public funding
continue, UCSC must find alternative sources of
• These times require us to think outside the box,
and push the boundaries of creative problem-
• Medical marijuana has already become a source
of revenue for non-profit arts organizations.
(New York Times, October 11, 2010)
Thinking Ahead, Through the Haze
• Medical marijuana is already legal; UCSC
should look ahead to anticipate marijuana’s
full legalization and regulation.
• In the event of legalization, UCSC needs to be
ready to serve the local community and its
substantial marijuana needs.
• An auxiliary benefit would be improved
Issues for Further Study
Security: Inventory control is likely to be an issue.
• UCSC has tried unsuccessfully to shake its
associations with marijuana.
Our analysis shows:
A new approach is needed.
Capitalize on existing associations, and turn
our public university into an iconic brand for
the benefit of the entire campus community.