IgniteIT Chicago x ZaZa

Five Takeaways from My First National Cannabis Conference

How a few days in Chicago changed the direction of ZaZa Media Co.

When I boarded a plane from Arkansas to Chicago, I thought I knew exactly why I was going.

I was there to cover IgniteIT Chicago in partnership with The Canna Boss Babes and to pitch ZaZa Media Co (ZMC). I packed camera gear, business cards, a media kit, press credentials, and a long list of people I hoped to meet. My plan was simple: document everything.

That's not what happened.

Instead, I experienced my first national cannabis conference the way I probably needed to. Overwhelmed with information and enthralled.

I didn't record every conversation. I didn't capture every after-party. I didn't interview everyone on my list. Chicago gave me something much more valuable than content. It gave me clarity.

1. Relationships are the real currency.

The most memorable moments weren't on stage.

They happened in hallways, over coffee, walking between events, and during conversations with people who were generous enough to share their experiences.

I met founders, advocates, marketers, entrepreneurs, and media professionals from across the country. Some were complete strangers and others were people I'd only known through social media until then.

For an industry that's still finding its footing, I was struck by how willing people were to help each other.

The cannabis industry runs on relationships.

2. I don't need to document everything.

As a content creator, there's constant pressure to capture every moment. This trip reminded me that sometimes the most valuable thing you can do is put the camera down.

Information overload is real.

Networking for days at a time is mentally exhausting.

Trying to produce content while simultaneously building genuine relationships isn't always possible. For the first time, I gave myself permission to experience the conference instead of performing it. Ironically, that made the experience far more meaningful.

3. There is still so much to learn.

Walking into my first national conference was humbling.

The conversations stretched far beyond products or dispensaries. People were discussing policy, investment, technology, science, cultivation, marketing, branding, compliance, hospitality, and the future of legalization.

Every conversation reminded me that curiosity is one of the most valuable skills I can bring to this industry.

I left Chicago with more questions than answers.

4. My perspective has value.

Coming from Arkansas, I sometimes wondered whether my experiences were too local to matter in national conversations.

Chicago challenged that assumption.

Emerging cannabis markets deserve representation.

Consumers in medical-only states deserve representation.

The realities of navigating limited access, strict regulations, and evolving policy are part of the broader cannabis story. My perspective is part of what makes ZaZa Media Co different.

5. Chicago changed the direction of ZMC.

This may have been the most unexpected takeaway.

Before Chicago, I imagined building a business around conference coverage and constant travel.

After Chicago, I realized that's not the business I want to build.

Conferences are valuable. I'll continue attending select events because they create opportunities to learn, connect, and build relationships. Event coverage isn't just a product, its a part of the ZMC origin story.

The work I feel most called to do happens after the conference ends: writing, interviewing people, publishing thoughtful commentary, telling stories, and creating media that helps make sense of an industry that's evolving in real time.

Looking Ahead

I'm grateful to everyone who welcomed me into conversations, shared their knowledge, and made my first national cannabis conference such a memorable experience.

Thank you to The Canna Boss Babes for creating opportunities for women to connect across the industry, and to The Mycelia Group and the IgniteIT team for bringing together people who are shaping the future of cannabis.

I arrived in Chicago hoping to capture content. I left with something much more important.