For Chris Olson, preparing for MJBizCon isn’t just a job. It’s a marathon of strategy, creativity and relentless attention to detail.
As the mastermind behind the leading cannabis industry B2B conference’s programming, Olson spends months ensuring that every session, speaker and topic reflects the pulse of the cannabis industry. It’s a process that demands both precision and passion.
“Chris spends painstaking hours going through the last year’s topics to make sure he’s creating and curating topics that are different and relevant for the market,” said Emilie Lewis, senior vice president of MJBiz.
“We don’t want to recycle things that have been on other stages.”
How does Olson balance content for newcomers and veterans?
The journey begins with a post-show analysis from the previous year. Olson dives into the data, dissecting what worked, what didn’t and what needs to be reimagined.
It’s not just tweaking the agenda – it’s understanding the evolving needs of an industry that’s as dynamic as it is complex.
With between 40% and 50% of attendees being newer entrants to the market, Olson knows that programming must strike a balance: offering 101-level content for newcomers while delivering advanced insights for veterans.
“We have to make sure the programming is applicable to both,” he said. “We need topics around policy retail and branding that fit both of those camps.”
The first milestone is the call for proposals. This is where the magic starts to take shape.
Olson and his team launch webinars and marketing campaigns to guide potential speakers on how to craft standout submissions.
Olson reviews each of the more than 900 applications he receives to narrow the field to the best 60 topics and 200 speakers. He’s not just looking for good ideas. He’s hunting for fresh perspectives, untold stories and voices that haven’t graced the MJBizCon stage before.
“Eighty percent of the proposals are quality,” he said. “We have to determine who actually deserves to get through the process and what are the most important topics.”
Diversity of perspective is a cornerstone of Olson’s approach.
Whether it’s a retail panel featuring both operators and policymakers or a session that brings together regulators and industry leaders, Olson ensures every topic is explored from multiple angles.
He also watches emerging trends, from state-level cannabis operations to international developments and Food and Drug Administration content. The goal? To create an agenda that’s not only relevant but forward-thinking.
Once the topics are set, the real work begins.
Olson collaborates with marketing to communicate the conference’s value and ensure the agenda resonates with the audience.
He also spearheads a webinar series, featuring selected speakers, to give attendees a sneak peek at the insights they can expect.
By September, it’s time for session planning. Olson meets with panelists to refine learning objectives, craft moderator questions and ensure everyone is aligned on the goals of their sessions. It’s a hands-on process that sets MJBizCon apart from other industry events.
What sets MJBizCon panels apart from other cannabis shows?
When MJBizCon arrives in December, Olson shifts into production mode.
He coordinates with speakers, tracks them down if they’re running late and ensures everything runs smoothly onsite. From managing green room logistics to keeping audio-visual teams on schedule, Olson is the glue that holds it all together.
His meticulous planning and countless touchpoints with speakers result in panels that are consistently higher quality than those at other cannabis shows.
Behind the scenes, Olson’s efforts are bolstered by a strong partnership with Lewis, who ensures sales and marketing are working in lockstep. Together, they create a seamless experience that puts MJBizCon’s best face forward.
For Olson, MJBizCon isn’t just an event. It’s a reflection of the cannabis industry itself. And with every session, speaker and topic, he’s raising the bar and ensuring that MJBizCon remains the gold standard of cannabis conferences worldwide.
Olson’s relentless dedication to delivering the most relevant, forward-thinking insights in the cannabis industry is behind every session, speaker and topic at MJBizCon. 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.