What does the new legalization mean for Toronto’s event industry? A lot of things! Starting off, since the rules of the Cannabis Act (known as Bill C-45) went into effect last October, event planners and marketers have been restricted from promoting cannabis to the public. And cannabis brands can’t sample products at events. Monica Gomez, the founder and president of the Concierge Club, an event production and staffing agency in Toronto, says this means events won’t be able to drive sales through product trials immediately. Instead, they will need to be tongue-in-cheek and creative in order to get Canadians excited about the overall cannabis lifestyle, rather than the product itself. Brands will need to stand out with meaningful and memorable experiences that really break through the clutter.
Brands had already been doing so, holding buzzy events and pop-ups well before the legalization. Most notably, events that took place during the Toronto International Film Festival in September included a couple high-profile pop-ups from cannabis companies in anticipation of legalization. Canadian company Aurora Cannabis transformed the former bank building at 320 Bay Street into a three-day pop-up used for premiere parties, networking events, and press junkets. And Dosist, a California-based company that sells cannabis pens, held a 10-day wellness and education pop-up at King Street West and Spadina that offered product displays and fitness classes in a greenhouse-style tent.
Toronto also is home to the largest annual convention for cannabis professionals in Canada, which is hosted by Lift & Co., an online cannabis platform for consumers and businesses. The Lift & Co. Expo Toronto will have its third edition June 6 to 9 at the Metro Toronto Convention Centre. The industry trade show, which has a consumer-facing day, draws more than 250 exhibitors that range from licensed producers and growing supply companies to artisans and advocacy groups.
Tormi Tuk, the events manager of Canopy Growth—the first cannabis company in North America to be publicly traded, in 2014—says that since the legalization, the company has been more selective when choosing events in which to participate. Canopy, which owns cannabis brands including Tweed, is currently focused on opening events for its retail stores in Manitoba and Newfoundland. In Toronto, Tuk said the company works with its legal team to make sure events comply with the Cannabis Act.
Gomez says the Concierge Club has been approached to produce cannabis events but has yet to take one on. When the time comes to execute a cannabis brand event, Gomez said her team’s checklist would include adhering to Bill C-45 rules; creating a highly visual experience; having a memorable, educational element; and offering takeaways for consumers that tell the brand story.
Once edibles are legalized, Torontonians will demand more refined fare than brownies and cookies. Canadian companies such as the Green Chef and the Herbal Chef specialize in private dinners and events for people who have medical marijuana prescriptions. Based on dosages, the companies infuse specific amounts of THC into dishes: the Green Chef offers shepherd’s pie, Thai curry soup, and a cotton candy machine, while the Herbal Chef serves upscale items like fig and burrata dip, roasted Cornish game hen, and braised short rib with roasted potato.
So what’s next for cannabis events in the city? Planners say they’re confident that weed industry events have a bright future, and they expect to see some new trends take off—and others die down this year.
Joint gatherings? Time to spark them up! With legalization heading our way, it's good to be aware of these industry trends so you can surely devour the details of a future cannabis-centric event.
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