I don’t go to a ton of cannabis events anymore.
Beyond Marijuana Venture’s Interchange events, which we’ve been hosting since 2016, it’s fairly rare for me to travel out of state or attend events just for the sake of showing my face, unless I see real value to be had. Hosting seven of our own events and publishing four issues of Marijuana Venture annually keeps me plenty busy and makes me very protective of my time.
But over the summer, I attended two cannabis events for the first time: the Michigan Cannabis Industry Association’s Summer Annual Conference in Northern Michigan and RWNavis’ first CannaPac event in Washington state.
Both events featured a lot of familiar faces, a good number of people I’d never met before, and great opportunities to mingle with the movers and shakers of the local industries. It was fun to get outside of my bubble, to shake hands and talk about how far things have come, how far they still need to go and, in all honesty, whether we still feel optimistic about the future of the legal cannabis industry. At CannaPac, in particular, it was great to see some of the true pioneers of this industry celebrated and recognized for their roles in advancing legalization, even as it often no longer resembles the purpose-driven movement of the past. When about 20 people were recognized for their contributions to the industry, it was Vivian McPeak who garnered the largest applause. McPeak co-founded Seattle Hempfest, one of the world’s largest celebrations and cannabis and a driving force in activism for roughly three decades.
“Without Vivian, most of us wouldn’t be here today,” one person said.
In Michigan, Mike DiLaura roused a sleepy morning crowd with his speech, slapping down any notion that it was worth spending more time complaining about the state’s unconstitutional 24% wholesale tax levied on cannabis transactions.
“That’s the past,” the House of Dank chief commercial officer told the crowd. “I’m done talking about the past.”
Instead, DiLaura focused on the future, how iron sharpens iron and forces Michigan brands to set a high bar for quality and success in the face steep competition. When he sees the same crowd in 2027, he said, he wants to be talking about a Michigan brand that has successfully gone global.
I felt like part of a football team that was trailing 24-0 at halftime, but now firmly believed we had our opponent right where we wanted them.
For a week in the middle of summer, I was reminded of the early days in adult-use cannabis. The sense of purpose and community. Optimism for the future, despite aggravations of the present. A brief moment to put on hold thoughts of impending deadlines, outstanding invoices gathering dust and the political tug-of-war that keeps cannabis companies constantly struggling to maintain legitimacy.
It also got me thinking more broadly about the future. So what about the future of cannabis events?
I’ve never claimed to have a crystal ball — and, frankly, the prediction game bores me, whether it’s in sports, business or politics.
But as the industry moves steadily and rapidly away from pure hype and focuses more on a future of sustainable and profitable businesses, I expect most companies will take an earnest look at where their time, energy and resources are best allocated.
In September, just before and during our Interchange in the Detroit Metropolitan area, it seemed every event organizer in the industry had something scheduled. Within a 10-day stretch, industry professionals flocked to NECANN New Jersey, Ignite It in Colorado, the Ohio Cannabis Business and Health Summit, Revelry in New York and Flower Expo in Illinois, with MJ Unpacked in Missouri, Meet Connect Puff in Michigan, Hall of Flowers in New York and another NECANN just a few weeks down the road.
I talked to a number of exhibitors and participants who were stretched thin, weary from endless days crisscrossing the country and struggling to keep their calendars straight.
Over the course of the year, I see operators and ancillary businesses alike get hyped up for the latest and greatest events on the calendar. We’re going to Iceland! Tickets booked for Spannabis in Barcelona!! Mary Jane Berlin!!!
With so many events and so little time, I wonder how many of these companies are tracking actual ROI and not just vibes and social media content.
Garrett Rudolph
Editor