Conventions are a must. The networking, education and bridge-building that goes down at industry trade shows is unparalleled. A staple for most industries, it’s still a relatively new experience for cannabis. Everything is new for this trailblazing industry, really.
Many of the great weed trade shows — Spannabis, MJBizCon, NECANN, Champs, the National Cannabis Festival — are frequented by industry veterans every single year. If you’re not on the floor, then you aren’t in the industry. It’s a lot, I know. You do have to focus in on several main shows each year in which to dedicate your valuable time, staff and resources.
Working for conference companies and embedded in the conference circuit for the better part of a decade, as the weed industry invented itself, I have distilled five tips for you. Why they’re worth attending, how to get the most out of them, plus the benefits to having your community all in one place.
Here’s what you can expect at weed conferences both in America and abroad:
On the trade show floor, companies that find the most success are focused on community. I know, this is a buzzword, but the actual feeling of it? Necessary. It must be embedded in your company’s ethos. How can your booth and your floor presence call people in? Highlight community members in ways they feel seen, give back to them and your brand can go far.
Many shows pay for themselves through the valuable business connections you make. Tapping into the community and having cohorts stationed across the world is invaluable. In the cannabis industry, decades-long oppression from government regulatory bodies meant there were no structures for businesses to exist in a real CPG world. Relying on those who you are “in the trenches with” has propelled the legalization movement forward. If you go simply to network, that’s reason enough for me.
Put yourself in positions to connect. Enter your brand in the running. Celebrate and give thanks to those working hardest, like the growers and sales people on the front lines. For me, cannabis competitions are where I’ve met some of the most innovative entrepreneurs in the space. Yes, accolades are wonderful for brand recognition. But simply being in the presence of the best of the best drives ingenuity and collaboration.
This is a siloed industry, with different regulations region by region, forcing isolation. Trends and larger movements bloom when we come together. Competitions are one fun way to put some skin in the game. My favorites include the Autoflower World Cup in Barcelona; Dab-A-Doo hosted annually by the legend Mila Hash Queen; The Full Moon Sesh, which happens annually in exotic locales including Bangkok, Thailand; The Emerald Cup, a storied legend born in Northern California; and many more.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
The third place — think private meeting room with the ambiance of a coffee shop — is a rare and valuable asset for the cannabis industry entrepreneur. No matter where you are, it’s necessary to find a cooperative third place in order to get business done at conventions. Especially when the convention has 30k plus attendees. Find a smart way to wind down with the cohorts you most want to connect with is the third place.
For me, it’s a weed club. In Las Vegas, the cannabis consumption lounges are just beginning to pop up after being legalized. This is great news for MJBizCon, Champs and all the great conventions Las Vegas welcomes each year. In New York City, cannabis clubs like The Astor Club are legendary third places for weed veterans to gather.
Barcelona excels in offering a third place. Home to the massive international weed convention Spannabis, the city has many members-only cannabis clubs. They offer meeting quarters for the greatest minds in the industry. My favorite clubs in this city include Terps Army, Growers With Attitude, Uncle’s Farm, La Kalada and many more. These are safe, lovely gathering places where the industry grows and thrives. Cultivate such spaces, or pay the membership fee, and you’ll be greatly rewarded.
Share your unique point of view with the world whenever possible. The best of the best conferences have insightful speaker series. They often align with the event itself, or may be adjacent partners to the event with specific genres. I am lucky enough to be a four-time speaker of the long-running conference MJBizCon. Honored to be in the third year speaking at Women in Cannabis in Barcelona. And it’s my first year speaking at Cannabis Hubs’ CDays at Spannabis.
These amazing events bring all the educators, growers, CEOs and business execs I want to be with to me. I get to learn from them, speak directly to them in my session and find common ground with brilliant operators in the game. I suggest applying for speaker sessions early. Set an alarm for when the event opens its applications and subscribe to their newsletter. Reach out to the conference organizers to see how you can get involved.
You need to recharge your batteries so you have something left to give. I am talking conference self-care — yoga in the morning, comfy shoes on the floor and long business dinners. Get the Jamón Ibérico. Dinner is an enjoyable networking opportunity you cannot miss. Make reservations in advance, just in case. Carve out intimate ways to recharge in between bustling conference days. You’ll need it.
There are quite literally dozens of weed trade shows to choose from across the world. It’s important to pick a focus — whether it be consumer-centric, B2B-only, ancillary, or by region. The more purposeful you are when it comes to community and network-building, the better. Go to the weed show and watch your flowers bloom.
