Adelia Carrillo, CMO and Co-Founder of EventHi – Interview Series

Quite like many dedicated cannabis professionals and advocates, CMO and Co-Founder of EventHi Adelia Carrillo wears many hats. Along with hosting a premier ticketing platform for large-scale cannabis events such as numerous MJBizCon afterparties, Carrillo serves on the Board of Directors of some incredibly meaningful non-profit organizations such as This is Jane Project. Simultaneously, Carrillo is a Co-Founder the massive Blunt Brunch networking event, which regularly hosts hundreds of esteemed women who’ve made a definite place for themselves in the flourishing cannabis industry.

Tell me about yourself and how you ventured into the cannabis industry?

First, thank you so much for this opportunity. My name is Adelia Carrillo. I was born in the Bay Area, grew up in San Diego, and now live in Phoenix, Arizona. Professionally, I started my career in the consumer electronics industry, never envisioning I would find myself working in cannabis. However, life has its unique path for each of us, and mine transitioned during a pivotal life moment, which I will share more about in the interview.

Currently, I am the CMO & Co-Founder of EventHi, an event ticketing platform catering to the cannabis community, and Co-Founder of Blunt Brunch, a women’s empowerment event series for women executives and professionals in cannabis. Outside of these businesses, I enjoy mentoring and volunteering for various organizations. I serve on the board of This is Jane Project, the advisory board for the International Cannabis Business Women’s Association and Lift Experiences and Events.

As I mentioned, my journey into the cannabis industry began with a personal life experience. While building my career in consumer electronics, my life changed overnight due to health complications from an ectopic pregnancy that led to emergency surgery. It took over a year to recover mentally and physically, but the real healing impact came from cannabis. Witnessing its medicinal benefits and impact on my life ignited my passion to bring awareness to this plant.

I started researching the industry, looking for areas where I could apply my skills, and launched my first business, Direct Cannabis Network, a digital news network covering the latest in cannabis tech, startups, and entrepreneurs. My vision was to help this plant while maintaining the heart and community of the industry. After six years of building Direct Cannabis Network, I decided to close the company. This led me to take the CMO and Co-Founder position with EventHi, an online ticketing platform that aligns with my mission and values, keeping me on my path of passion.

My latest venture, Blunt Brunch, came about organically. Upon moving to Arizona, I reached out to my now business partner, Parisa Rad, and we decided to organize a small brunch. We each invited a few women, and it turned into an intimate gathering with blunt conversations. Recognizing the importance of this experience, Parisa and I continued hosting these brunches. To date, we have brought together over 1,000’s of women through our monthly socials and large national events across the United States.. We have helped women find new positions, increase their business revenue, build new friendships, and open doors to new partnerships and opportunities.

It’s been an exciting and yet challenging path but I would not want it any other way.

How did EventHi come into creation and what were some defining moments that led to the creation of the platform?

EventHi came into creation through a combination of personal experience and industry necessity. About ten years ago, my partner and I were hosting cannabis business events and ran into an unexpected challenge when a mainstream ticketing platform shut down our events and held our funds for months before finally releasing them. This experience made us realize that if we were facing such issues, many other event creators in the cannabis space likely were too. This led us to research why these events were being shut down, which is due to mainstream ticketing platforms looking at these events as a prohibited event, prohibited transaction and prohibited merchant since they are tied within the cannabis industry and it quickly led us to recognize the need for a dedicated solution.

We were determined to make a difference and support the cannabis event landscape as a whole, helping to bring people together around this plant. After many years of research and overcoming numerous hurdles, including finding a financial institution and payment processing company willing to work with us, we finalized the first beta version of EventHi back in 2017.

Fun fact: EventHi has been built from the ground up. We have coded every line of code and have not white-labeled our platform. This approach has given us the flexibility to continuously grow and build features that enhance the customer experience and streamline the process for event creators.

Our dedication to creating a tailored solution for the cannabis community has been a driving force behind the platform’s development.

When it comes to cannabis-centric events, what have been some disadvantages or other detrimental issues that those event organizers have faced on platforms like Eventbrite?

When it comes to cannabis-centric events, organizers have faced several disadvantages and detrimental issues on mainstream platforms like Eventbrite. One of the most significant challenges has been the risk of having their events suddenly shut down or delisted due to the platform’s policies against cannabis-related content. This can happen without prior warning, leading to significant disruptions and financial losses for the organizers.

Additionally, the lack of understanding and support from mainstream platforms towards the unique needs of the cannabis community can result in a subpar experience for both organizers and attendees. Issues like limited promotional opportunities, inadequate customer support, and a lack of cannabis-specific features make it difficult for organizers to effectively manage and grow their events.

These challenges highlight the need for a dedicated platform like EventHi, designed specifically to cater to the cannabis community and address these unique obstacles. By providing a supportive and compliant environment, EventHi enables organizers to focus on creating successful and impactful events without the constant fear of being shut down or facing financial hurdles.

What have been some of the largest events that have been offered on EventHi?

Some of the largest events we’ve hosted on EventHi include:

Kushstock: A cannabis music festival in California is one of the most notable events we’ve worked with. In the medical cannabis landscape, Kushstock reached over 30k+ registered attendees. This event showcases the community’s vibrant culture and has set a benchmark for large-scale cannabis events.

MJBIZCON After Parties: We’ve also facilitated ticketing for major after-party events during MJBIZCON, with attendance reaching around 5,000 tickets. These parties bring together industry professionals in a more relaxed and social environment.

Large B2B Conventions: We have supported larger B2B conventions, reaching up to 15,000 tickets. These events are crucial for business networking and industry advancements.
While we handle large events, our sweet spot is working with event hosts who produce events ranging from 50 to 500 attendees. This range allows us to focus on more cultural and community-oriented events, which are integral to the cannabis community.

We enjoy working with events of all sizes, and as we continue to grow, we are committed to adding more features to support even larger events. Our goal is to scale and work with more events across the nation, and eventually, on a global scale once banking regulations open up for the industry.

How did the Blunt Brunch come into fruition, and what have been some reviews or statements you’ve received from the attendees of the brunch?

Blunt Brunch came into fruition quite organically. When I moved to Arizona, I reached out to Parisa Rad, another women professional and advocate in the industry, to network and connect with like-minded women in the cannabis industry. We decided to organize a small, intimate brunch, inviting a few women each. The brunch turned out to be an incredible experience filled with meaningful, “blunt” conversations. Recognizing the value and impact of this event, Parisa and I decided to continue hosting these brunches.

Since then, Blunt Brunch has grown significantly, bringing together over 1,000’s of women through our monthly socials and large national events. These gatherings have provided a platform for women executives and professionals in cannabis to network, share experiences, and support one another.

The feedback from attendees has been overwhelmingly positive. Many women have expressed gratitude for the sense of community and support they find at Blunt Brunch events. Some attendees have shared how these events have helped them find new job opportunities, increase their business revenue, build lasting friendships, and open doors to new partnerships and collaborations.

One attendee mentioned, “Blunt Brunch has been a game-changer for my career. The connections I’ve made here are invaluable.” Another shared, “It’s refreshing to be in a room full of powerful women who understand the unique challenges we face in this industry. The support and community are unmatched.”

These testimonials highlight the importance and impact of Blunt Brunch, reinforcing our commitment to continuing this empowering event series for women in the cannabis industry.

I noticed you’re on the board of the Lift Event and Experiences. From what you’ve observed, how do Canadian cannabis events (large-scale conventions, networking events, etc) differ from American cannabis events in terms of how they’re regulated?

Thank you for noticing. Serving on the board of Lift Events and Experiences has given me a unique perspective on the differences between Canadian and American cannabis events, particularly in terms of regulation.

One of the most noticeable differences is the regulatory environment. In Canada, cannabis is federally legal, providing a unified regulatory framework across the country. This allows event organizers to plan and execute large-scale conventions and networking events with a clear understanding of the legal requirements. Canadian events often have straightforward regulations regarding the display, promotion, and consumption of cannabis, simplifying the planning process.

In contrast, the United States has a patchwork of state-by-state regulations due to the federal illegality of cannabis. Each state has its own set of rules, creating a complex landscape for event organizers. For example, some states may allow on-site consumption, while others prohibit it. This fragmentation requires meticulous planning to ensure compliance with varying local laws.
Additionally, Canadian cannabis events benefit from a more cohesive approach to sponsorship and marketing, as cannabis companies can operate and promote their products nationwide. In the U.S., limitations on interstate commerce and advertising restrictions in certain states can hinder the ability to attract sponsors and promote events effectively.

While Canada seems to have more direction in hosting events, they still face similar challenges to those in the U.S., such as the lack of venues, making it difficult to produce consumption-friendly events. Overall, the unified regulatory framework in Canada offers a more predictable and streamlined process for organizers, whereas the U.S. presents a more fragmented and challenging environment due to varying state laws.

From your experience in the role, what is the significance of the work you do with the This is Jane Project?

As a board member of This is Jane Project, I help guide the organization and volunteer my team to grow our Healing Happy Hour virtual monthly event. This role is deeply personal and impactful, allowing me to contribute significantly to our mission.

This is Jane Project is dedicated to supporting and empowering women who have experienced trauma, particularly those who have survived domestic violence, sexual assault, and other forms of abuse. The work we do is vital because it provides a safe and supportive community for survivors to share their stories, find healing, and connect with others who understand their experiences. By offering education, healing tools, and a compassionate community, we help these women in a holistic way.

Being part of this project allows me to contribute to creating a nurturing environment where survivors can learn to incorporate new healing modalities into their daily lives. The significance of this work lies in the real, tangible changes we see in the lives of the women we support, such as increased self-confidence, emotional resilience, and improved physical health and well-being.
The significance of my work with This is Jane Project is rooted in the opportunity to make a meaningful difference in the lives of women who have endured unimaginable hardships and within all this the truth is, This is Jane Project has also been a huge healing component for me in my own life.

With federal rescheduling on the horizon, how do you envision the hosting and preparation of cannabis events and the operations of EventHi changing?

With federal rescheduling on the horizon, I envision significant changes in the hosting and preparation of cannabis events, as well as the operations of EventHi.

First, federal rescheduling would create a more unified regulatory framework across the United States. This would simplify the planning and execution of cannabis events, as organizers would no longer need to navigate the complex and varying state-by-state regulations. A consistent set of federal guidelines would streamline compliance processes, reduce legal risks, and allow for more innovative and diverse event formats being we would have access to more venues, and opportunities. 

For EventHi, this shift would open us up to new markets. We would be able to expand our services to states that currently have restrictive cannabis laws, and outside the United States, increasing our reach and impact. Additionally, federal rescheduling could lead to improved banking and payment processing options, resolving one of the most significant challenges in the cannabis industry. This would enable smoother financial transactions and more reliable funding for event organizers.

Moreover, the normalization and acceptance of cannabis on a federal level would likely attract more mainstream sponsors and partnerships, enhancing the quality and scale of cannabis events. It would also encourage broader public participation, as the stigma associated with cannabis diminishes. In terms of operations, EventHi would continue to innovate and enhance our platform to meet the evolving needs of event creators and attendees. Our goal would be to continue to provide a seamless and enriching experience for all users, from event organizers to participants.

At EventHi, we are excited about the potential for growth and innovation, and we look forward to continuing to support and empower the cannabis event landscape, bringing people together and helping keep the culture alive.