The gentle California breeze carried the unmistakable scent of cannabis, mingling with the salty ocean air. A Ferris wheel peeked over the horizon, completing the picture-perfect setting for Hall of Flowers (HOF) 2024.
This year, the prestigious cannabis trade show ventured south, setting up shop at the Ventura County Fairgrounds on March 13th and 14th. While the location was new, the essence of HOF remained – a vibrant gathering of industry leaders, established brands, and exciting newcomers. Here are 5 key takeaways from Hall of Flowers 2024:
- The OG’s Are Here to Stay: Hall of Flowers wasn’t just about the latest trends. Established cultivators and processors of the California cannabis scene, made a strong showing. These brands, known for their commitment to quality and heritage strains, showcased their expertise. From meticulously grown flowers boasting trichome-frosted buds to innovative extraction techniques that preserve the unique terpene profiles, the OG’s reminded everyone that the foundation of a great cannabis experience lies in meticulous cultivation and processing. Legacy brands like Originals and Traditional offered attendees the chance to experience the classics that paved the way for the current industry.
- Ventura County Fairgrounds: A Perfect Match: The move to the Ventura County Fairgrounds proved to be a masterstroke. The spacious venue offered ample room for exhibitors, with four distinct halls dedicated to brands, ancillary providers, and non-profits. The open-air courtyard became a vibrant social hub, buzzing with conversation, product demonstrations, and casual “seshes” under the warm California sun. Unlike previous HOFs held in Santa Rosa, the Ventura location offered a relaxed, coastal vibe that perfectly complemented the laid-back California cannabis culture. The easy access from major highways and ample parking made the venue a breeze to navigate.
- Collaboration Over Competition: One of the most refreshing aspects of HOF 2024 was the strong sense of collaboration. While there’s always a healthy dose of competition in any industry, the focus this year seemed to be on building partnerships and fostering connections. Businesses were open to discussing strategies, sharing insights, and exploring potential collaborations. This spirit of unity suggests a maturing industry where players understand that collective success is more beneficial than individual dominance. The “Meet a Mentor” program offered by HOF perfectly exemplified this collaborative spirit, connecting experienced professionals with aspiring entrepreneurs.
- Affordability Makes Inroads: Consumers are price-conscious, and the cannabis industry is taking notice. This year’s HOF saw a significant presence of companies offering very competitive pricing for flower and pre-rolls. This price transparency and focus on affordability are positive signs for the California cannabis market. As high-quality products become more accessible, it encourages responsible consumption and helps further legitimize the industry. Companies like Eighth Brother were offering high-quality eighths at attractive price points, making cannabis more approachable for a wider range of consumers.
- Authenticity Wins: The End of “Fake It” Cannabis: In the early days of legalization, some brands relied heavily on flashy marketing and celebrity endorsements. However, HOF 2024 clearly demonstrated a shift towards authenticity. Consumers are looking for brands with genuine stories, a commitment to social responsibility, and a focus on quality over hype. Companies that prioritize transparency about their practices, celebrate their unique identities, and connect with customers on a deeper level are the ones poised for success in the evolving cannabis landscape.
Iconoclast Speakers Spark Conversation:
HOF 2024 wasn’t just about booths and products. The “Iconoclast Speaker Area” offered a platform for thought-provoking discussions. One particularly interesting session featured legendary cultivator Randy Lanier, moderated by the Beard Bros. Lanier, who previously served 27 years in prison for distributing and selling cannabis, shared his insights on the importance of working together, developing sustainable practices, being part of the fight to destigmatize, and Freedom Grow bringing attention to people who have been unjustly imprisoned. The lively discussion also highlighted the industry’s growing focus on environmental responsibility and the appreciation for the cannabis plant’s rich history.
A Look to the Future
Hall of Flowers 2024 served as a valuable snapshot of the California cannabis industry in 2024. It showcased the enduring legacy of the OG’s, the potential of a collaborative future, and the growing importance of affordability and authenticity. As the industry continues to mature, HOF remains a key platform for innovation, connection, and the celebration of all things cannabis. The energy at the event was truly infectious, with a sense of optimism and excitement for the future. With its beautiful location, focus on collaboration, and innovative brands and business, the future of cannabis seems brighter than ever.
About The Author
Brian Holler is CRO of Beard Bros. Pharms and a seasoned marketing, sales, and business development leader with over 15 years of experience in tech, startups, professional services, and CPG/retail. He has a proven track record of success in developing and executing strategies that drive growth. He is also a strong advocate for using data and analytics to inform marketing, sales, and partnership decisions.
