The Canadian cannabis landscape is undergoing a transformation, with events evolving from the large-scale, business-focused conferences of the post-legalization boom to more intimate, experience-driven gatherings. This shift reflects the industry’s maturation and the changing preferences of cannabis consumers.
From Conferences to Campfires
The early days of legalization saw a surge in grandiose cannabis conferences, where industry professionals rubbed shoulders in vast convention centers. Today, the scene has shifted towards smaller, more specialized events. These gatherings focus on building community and providing immersive experiences, from outdoor fairs to summer camp retreats for adults.
The Grow Up Conference and Expo, once a bustling hub for cannabis growers and B2B networking, has seen a significant decrease in attendance and exhibitor participation. This contraction mirrors the broader industry trend of reduced spending and a surplus of cannabis supply, leading to more selective event participation.
A Shift in Strategy
Event organizers are adapting to these changes by reimagining the traditional cannabis event format. Instead of rows of booths in a sterile convention center, events like KIND Magazine’s summer and winter fairs offer interactive experiences reminiscent of music festivals. These events prioritize engagement and brand storytelling over mere product display.
This strategy appears to be resonating with attendees, as evidenced by the 45,000 people who attended the Toronto KIND fairs in 2023. These events cater to a diverse crowd, from budtenders to brand owners, all seeking to connect with the cannabis community in a meaningful way.
The Future of Cannabis Events
As the Canadian cannabis industry continues to evolve, so too will its events. The focus is shifting from quantity to quality, with an emphasis on creating memorable experiences that foster genuine connections. This evolution may well set the tone for the future of cannabis culture in Canada and beyond.
