For Harrison Radie, preparing for the next MJBizCon is not a seasonal job. It’s a year-round process that begins amid the hubbub of the current show.
As the leader overseeing everything on the trade show floor between exhibitor sales and sponsorship, Radie is already building the foundation for next year before this year’s edition ends.
That long view defines how he works. While attendees see three busy days in Las Vegas, Radie sees a 365-day cycle of sales, planning, feedback and fine-tuning.
His team starts selling space for the next year on Day One of the current show. They secure the hall, coordinate with vendors to lock in pricing and begin conversations with exhibitors about returning the following year.
Those on-site meetings are central to the process. He and his team meet with current exhibitors, take detailed notes and ask for commitments well in advance.
Most companies rebook for the following year, which gives the team a strong base to build from.
How does exhibitor feedback shape future planning?
But those meetings are not just about contracts. They are also a chance to hear directly from the people spending money on the show floor.
“Each one of those conversations reveals the strengths and weaknesses of the show floor, overall experience and allows for real-time feedback,” Radie said.
“Their feedback gives us ideas and inspiration to create new activations or pavilions or networking opportunities and helps us plan for the year to ensure we’re providing relevance and ROI for the year to come,” Radie continued.
“Who better to hear it from than the people on the ground who are spending money with us?”
To keep the conversation going after the show ends, Radie works with an exhibitor and an attendee advisory group that meets quarterly. Those check-ins help the team stay close to industry trends and address issues from the previous year before they repeat a problem.
One example is feedback on show hours.
“One of the most consistent concerns we heard was that the days felt too long for both exhibitors and attendees,” Radie said.
“Attendees tend to leave earlier as the day progresses, while exhibitors often have meetings, dinners and other obligations they need to get to on time.”
But Radie is not simply “cutting” an hour from the experience. Starting at 5 p.m. each day, we’ll be hosting a networking celebration with complementary kegs in the Las Vegas Convention Center’s new lobby.
The goal is to create a more intentional and energized close to the day that encourages attendees and buyers to stay, continue conversations, network and celebrate together, rather than simply filtering out of the building.
“We believe this could create stronger engagement and visibility during that final hour than what we’ve seen historically on the show floor itself,” Radie said.
How does the show floor reflect the cannabis business lifecycle?
The willingness to adapt is especially important in cannabis, where the market constantly shifts, regulations change and new products emerge.
Radie must ensure the show evolves with the industry. If his team isn’t paying attention, they risk missing the next important segment.
Three years ago, the floor was a hodge-podge, with cultivation exhibitors next to retailers. The floor has since evolved into “neighborhoods” where exhibitors are grouped with similar companies: retail and brands, processing and packaging, cultivation, business services and culture.
“Each exhibitor is one step in the lifecycle of the cannabis economy,” Radie said. “Growers sell to processors who sell to retailers, and they’re all on the show floor.”
The sales mix reflects a balance between stability and change. About 80% of exhibitors are existing customers, while 20% are new.
Why do partnerships matter beyond the booth?
Beyond booths, Radie also coordinates with roughly 200 partners, including media companies and organizations that help create the show floor and off-site activations. Some partners help attract specific attendee groups, while others bring expertise MJBizCon could not create on its own.
Seeds, for example, became a focus two years ago when a collaboration with Voice of the Plant led to the creation of The Vault, a marketplace for cannabis seeds from around the world.
Indigenous Village is doubling in size this year. It brings greater visibility to tribal cannabis businesses and creates a bridge to the mainstream industry, where many of those companies otherwise struggle to gain access.
For Radie, the most rewarding part is often personal. He enjoys helping a company that believes in its products to stand out at the show and grow year after year.
As the market has become tougher, Radie has pushed his team to take a more consultative approach, helping brands think beyond a standard booth and find creative ways to make an impression.
“You’re creating this puzzle, this masterpiece, and when you get to the show site, you can see the community together and see everybody celebrating,” Radie said. “It’s also a celebration for the staff because we’ve worked so hard the entire year.”
Radie’s year-round planning helps shape the MJBizCon experience, from the trade show floor to the connections that happen beyond the booth. Don’t miss your chance to experience the gold standard of cannabis conferences. Register now, and be part of the conversation shaping the future of cannabis.