by Mike Lomuto NCIA’s DEI manager
Events are an important way to preserve and evolve the cannabis culture. We thought it was appropriate to use this column, which is about staying true the culture, to highlight some of our members that specialize in innovative cannabis event.
In honor of the 4/20 celebration, we are checking in on:
Michael Webster is the Founder & Managing Director of Falling Leaves Events and a new member of NCIA’s Banking & Financial Services Committee
Toni is the founder of Toni Consulting and Wellness and a member of NCIA’s Health Equity Working Group and Education Committee
The ladies of Hush
Kay Villamin Co-Founder, Creative Director and Chair of NCIA’s State Regulations Committee
Vanessa Valdovinos Cofounder and Director of Events. Organizer of NCIA’s Marketing & Advertising Committee
Michael shares his fine dining and networking series. Toni promotes wellness in the community through her movement-based events, which balance the endocannabinoid and educate the brain. And Hush uses an innovative, professional approach to elevate cannabis experience through their immersive events.
These three cannabis companies were asked about their events, and the missions behind them. In this spotlight, we learn how these pioneers in the cannabis industry are changing the culture with every event. Continue reading to learn where you can catch them next.
What kind of events do You throw?
MW: We have evolved along with the Michigan adult market. Our early events were consumer-centric, but we have become more industry-centric, positioning ourselves as a connector for B2B in the event sector. The Falling Leaves Infused Dinner Series is our current event series that brings together operators, influencers and stakeholders of the Michigan cannabis sector for fine dining and infused networking. We are also developing a B2B Cannabis Industry Expo to bring together the many brands and cultivators in Michigan.
Toni: In my community, I host wellness events that educate the public on the many wellness benefits of cannabis. My events focus on creating awareness in the community and finding solutions to cannabis health equity issues.
HUSH: We produce and host high-level, experiential events that focus on creating immersive cannabis experiences through interactive design, entertainment and customized activations. We produce experiences for brands across the industry, from networking events to trade shows and large conference afterparties.
What makes your event unique?
In two words or less, Form Factor. What sets us apart is our choice to serve consumption through infused foods and beverages. The networking aspect of our event is a great way to meet other industry members. It has been a popular feature. Sponsors have carefully selected the guests they want to attend our events. We recreated the diplomatic dining table where traditionally wars were avoided, treaties were signed and industry deals were secured. We’ve created smoky cannabis-filled rooms instead of tobacco-filled ones, with equity and transparency.
Toni: Through storytelling, movement, stillness and creative expression I create events to educate people about the plant and its many wellness benefits.
HUSH: Our events are designed to be innovative and impactful. From the moment they accept an invitation, to the time they go home afterward, we consider every detail. We consider how we want guests to feel as they enter, and how they will be guided throughout their journey. Also, we think about how they will interact with brands and sponsors that we work with. We are able to attract the best global leaders from across the country.
What are your plans to integrate your advocacy and mission into your events?
MW: Our cause célèbre is the normative integration and mindful, responsible public consumption of cannabis. We have shifted our focus to private events as a front in the war against normalization. In some ways we were chased out of the licensed and regulated consumption space by the burdensome insurance regulations which render Michigan’s cannabis organizer license practically unviable.
Our role is critical in the Michigan cannabis eco-system for everyone’s benefit. Our efforts to normalize the cannabis industry eases the pain points all along the supply chain. From municipal hearings on licensing, to breaking down stigmas and gaining the acceptance of important community groups intent on preventing harm beyond the supply chain.
Toni: The focus of my wellness events is to create community awareness, and find solutions for cannabis health equity policies.
HUSH: Our goal, whether it’s a hosted event by us or a collaboration with another brand is to serve and work with other BIPOC brands and social equity brands. Since our inception, HUSH has been cultivating an audience who shares the same vision. We create world-class experience that bridges the gap between big and small operators in order to provide an environment where cannabis consumption can be normalized.
What should sponsors and attendees expect?
We set high expectations for our guests and sponsors. We are on the higher end of the spectrum for cannabis consumption events. Like our friends at HUSH Chicago we strive to create an immersive experience powered by cannabis, but involving much more. Sponsors can expect to receive the highest quality of engagement with attendees. Chris Hammond, Senior Director of Sales at Kairos Labs, LLC, summarizes the expectations best: “I attended an event this past weekend hosted by Michael Webster, MSc. The food and the atmosphere were excellent, and I made more contacts than I would have done in a whole week at MJ Biz. “I am very excited about the next event!”
Toni: I will be educating sponsors and attendees about the educational needs of the communities that are most affected by “the war on drugs”. My goal is spreading knowledge to improve communities using the African proverb, Each One Teach One.
Sponsors and participants can expect all their senses to be engaged at a Hush event. We create unique experiences for our guests. We think creatively about ways to activate our sponsors’ brands while keeping in mind their goals and measuring metrics which will prove the return on their investment. Both guests and sponsors can expect an improvement over what was previously considered a cannabis consumption-only event. Attendees can expect to be welcomed by mature folk, to be reminded that the event is over, regardless of how long they want to stay.
Has being a member of the NCIA helped you to develop your event?
NCIA membership was transformative for MW. We are able to break out of our silos by leveraging a network of eco-partners across cannabis markets. Empathy and shared resources influence us. We are nourished by collectives and have a dream of a common market. Our events are the true manifestation of an old African saying – “if one wants to go fast, they should go alone.” If you want go far together .”
Toni : NCIA helped me identify the needs for cannabis education and wellbeing initiatives in marginalized community.
HUSH: As a member of NCIA, our company has been able to expand its reach beyond the local and regional market. We have built relationships with national leaders of the industry by being a part of committees. They became sponsors and supporters of our events. Other members have provided us with great advice and mentoring.
Where and when can we expect you to be in the next few months?
MW: While we continue to run our show on a regular monthly basis in Metro Detroit, we are also expanding into other Michigan municipalities. In May, we plan to bring our show into Show Me State. Missouri is a new market with a lot of potential. It can also benefit from an active event market. Check out our website – fallingleavesevents.com – and follow us on social @fallingleavesevents to learn about our upcoming events.
Toni: Every other Tuesday, I offer a brand new program in Oakland, CA. It is at Snow Park. I will be leading Community Wellness Yoga, where we experience movement to activate the endocannabinoid systems with a live jazz musician.
-
April 11, 25th
-
May 23rd & 9th
-
June 6 & 20th
Follow me on Instagram @cannabisnursetoni to get your daily dose wellness, healthy recipes and movement.
HUSH : On June 2nd, we will host an afterparty in Illinois for NECANN. We are also working with 40Tons on a large Cannabis Career Conference that will take place in Chicago at Malcolm X College on May 19, 2023 Keep an eye out for an announcement about a fun event for Q4 where we’ll be celebrating our 5-year anniversary!
The post Equity Members Spotlight: Taking Event to the Next Level first appeared on National Cannabis Industry Association.
