After-Show and Fringe Events Matter
In the cannabis industry, what happens after the main event can be just as important as what happens during it.
Whether it’s a trade show, a conference, or a business expo, the real connections, conversations, and creative sparks often come to life once the formal part of the day is over. These after-show events, unofficial gatherings, and fringe meetups aren’t just about relaxing with a drink or catching up with friends. They play a much bigger role, especially in cannabis, where trust, access, and community are everything.
So, why do they matter?
A Space for Real Conversations
The cannabis industry is still working through layers of stigma, regulation, and public perception. That makes formal events careful and sometimes limited in what can be said. Fringe events, on the other hand, give people a chance to speak freely and openly, without fear of saying the “wrong” thing.
Take Product Earth as an example. The event was self-contained with no pubs or bars, but the real conversations still happened—around campfires, in car parks, and in quiet corners long after the stages went quiet. People shared their stories, frustrations, and hopes for the industry in a way that just wouldn’t happen on a panel.
Relationships First, Business Second
The cannabis space is built on trust. Whether it’s legacy growers entering regulated markets or international investors looking for partners, deals are rarely struck at a stand. They’re built through conversation, connection, and shared values.
After-show events give people time to build that trust. Someone might meet a future supplier or investor not during a scheduled talk, but while chatting over food, drinks, or even a shared taxi. These moments matter because they lead to lasting partnerships.
Local Economies Benefit Too
Even when events are outside of city centres, there’s a ripple effect. Attendees stay in local hotels, eat at nearby takeaways, grab taxis, and stop in shops. If events are held in towns or cities, the impact is even bigger. Local cannabis-friendly venues become hubs of activity, and bars, restaurants, and music spaces benefit from the extra footfall.
In places like Barcelona during Spannabis, fringe events can bring up to 70% more business for social clubs and local spots than normal. That kind of boost supports jobs and keeps independent businesses thriving.
Opening the Doors to Everyone
Let’s face it—some tickets are expensive. Not everyone can afford to be a VIP or rent a stand. But fringe events and socials are often free or low-cost. That makes them more inclusive, especially for smaller brands, patients, activists, and those from legacy markets.
These spaces are where the sector becomes more human. It’s not about shiny banners or press releases. It’s about people showing up, having honest conversations, and sharing their experiences.
Creativity Comes Alive
One of the most frustrating parts of working in cannabis is how hard it is to market your product legally. Advertising is limited, especially for anything containing cannabinoids. But after-show events give brands the freedom to be creative.
Think relaxed CBD wellness sessions, private tastings, immersive pop-ups, or educational dinners. These aren’t just gimmicks—they’re powerful ways for brands to connect with the people who matter most.
Quiet Influence and Advocacy
Not all influence happens on stage. Many policymakers, civil servants, and journalists attend cannabis events under the radar. They watch, they listen, and often, they learn the most in the relaxed, informal spaces after the main event.
That’s when real advocacy can happen. A calm conversation in a side room or a friendly chat over a drink can do more for policy progress than a dozen emails.
Final Thoughts
In the cannabis industry, after-show events are more than just parties. They’re where the industry breathes. Where people connect as humans, not just professionals. Where grassroots meet governance, and where tomorrow’s partnerships begin.
If we want to build a more connected, creative, and inclusive cannabis sector, we need to give these fringe and after-show moments the credit they deserve.
Because sometimes, the most important part of the day starts once the lights go down.
Published 16th April 2025
