Corey Keller wasn’t planning to expand his Colorado-based Bonanza Cannabis Company to Nevada until he attended MJBizCon in 2022. There, he encountered a flyer advertising a property for sale and realized opening a facility in Nevada would give him an advantage over competitors who manufacture through white label agreements.
“We bought the licenses and the building with the property,” said Keller, owner of Bonanza, a manufacturer of edibles and vaporizer cartridges. “The deal was closed from meeting someone at MJBizCon.”
The largest cannabis business conference in the world, MJBizCon has been the epicenter for deal-making, networking and innovation for more than a decade. Slated for Dec. 1-4 at the Las Vegas Convention Center, it’s more than just an expo—it’s a platform to forge relationships, close deals, and shape the future of cannabis.
Planning ahead, following up
For Keller, success comes from advance planning and follow-up: scheduling meetings with prospective partners ahead of time and following up on conversations afterward. He looks for retailers he’s not working with in existing markets as well as people in new markets he’d like to enter.
“We’ve run into people we’ve eventually worked with, but at MJBizCon, you’re planting the seeds—the idea of what you can do together,” he said.
He also suggests contacting your network to find out which hosted events they’re attending after the show floor closes and asking for invitations. “You can float around the convention for a couple of hours—if you’re looking for equipment or dispensary displays, you’ll find a lot of people who can help you with that,” he said. “But if you’re looking for people who own retail locations, you’ll find them at the after parties.”
Seasoned attendee Michael Lucchino, EVP of sales at Vermont-based Cannatrol, emphasizes the need for a game plan. “Sixty days before the event, we’re scheduling meetings and filling our time with meaningful interactions,” he said. “MJBizCon can feel like a party, but if you’re spending that kind of money, you need to focus and prepare to ensure success.”
Podcasts and partnerships
For renowned cannabis genetics breeder James Loud, MJBizCon has been a game-changer. Loud has signed sponsorship deals for his podcasts and found cultivators in Germany and Brazil interested in licensing his genetics and partnering long-term.
“MJBizCon is so much more than just the show,” Loud said. “A lot of people just see it as an expo, but it’s meeting other likeminded people on the same trajectory.”
As the industry continues to consolidate, MJBizCon provides a platform for serious businesspeople. “Now more than ever, MJBizCon is important because there are fewer tire kickers,” he said.
Building relationships
International companies like Barcelona-based Blimburn Seeds use MJBizCon to reach U.S. customers. CEO Sergio Martinez’s team sets up lunches and dinners with prospective clients months in advance. “If you want to do anything in the cannabis industry, you must go to MJBiz,” he said.
Former Bhang CEO Jamie Pearson also had a pivotal moment at MJBizCon when a brief meeting with an MSO CEO salvaged a critical partnership. “When you take the time to understand the other side’s pain points, that’s when you create deals that last,” she said.
The future of cannabis business
MJBizCon remains the ultimate sandbox for cannabis professionals. Startups looking to make their mark or established companies seeking expansion can connect, innovate, and grow. But Pearson warns against expecting an instant deal: “The key is to tee them up appropriately and then knock them out of the park.”
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