In a recent episode of Retail Revelations, host Chelsea Mulligan, known as the “Dispensary Whisperer,” delved into the evolving landscape of cannabis retail, cannabis events, and community-building efforts shaping the future of the sector. With extensive experience managing over eighty dispensaries and touching more than 120 licenses nationwide, Mulligan shares insights on transforming chaos into compliance, fostering team culture, and scaling smartly.
The episode featured prominent industry voices Emilie Lewis of MJBiz and Jocelyn Shelstraw of MJBiz. Both women offered their journeys into cannabis and their visions for industry growth, emphasizing the importance of community, education, and innovation.
A New Era for Cannabis Events
One of the episode’s highlights was the discussion around MJBiz’s recent initiatives to elevate industry events. Emilie Lewis highlighted MJBiz’s long-standing role in building infrastructure for cannabis businesses across over 40 states since its inception 14 years ago. She explained how the industry has transitioned from its infancy into a more mature, adolescent stage, necessitating new strategies to foster community and consumer engagement.
Central to these efforts is the upcoming MJ Bowl, a bi-coastal cannabis competition and festival in partnership with Buddhist and retail partners in California and New York. The MJ Bowl aims to celebrate top producers in categories like flower, concentrates, pre-rolls, vapes, and edibles through standardized judging and consumer engagement, including dedicated retail displays and shelf talkers. The event emphasizes quality, transparency, and consumer trust, with plans to expand nationally in future years.
Innovative Experiences and Consumption Lounges
Both guests underscored the significance of consumption lounges and experiential environments in normalizing cannabis use. Jocelyn Shelstraw pointed out that hosting events at lounges like NuWu, which combines dispensary, consumption, and outdoor event space, signals a shift toward more consumer-friendly and culturally integrated venues. She stressed that such spaces are vital for education, brand storytelling, and dismantling stigma.
Emilie Lewis added that the trend aligns with broader societal shifts, including younger consumers reducing alcohol intake in favor of cannabis, reinforcing the need for engaging, consumption-friendly environments at trade shows and beyond.
Building Community and Trust
Throughout the conversation, the importance of community involvement and education was a recurring theme. Both women emphasized the role of competitions, quality signals, and positive narratives in elevating industry standards and consumer perceptions. Lewis referenced the California State Fair’s success in reaching older demographics and expanding retail audiences as a model for future initiatives.
Advice for Industry Attendees
Offering guidance for newcomers and seasoned attendees, Lewis advised thorough preparation, organization, and active engagement at events. Shelstraw encouraged attendees to show up, be open to learning, and leverage opportunities for networking—advice that resonates in a year marked by industry challenges.
