TeeHC Open is a full-consumption event, meaning guests were welcome to smoke and consume cannabis.Photo: Ben Wight, Dubside Photography
UXBRIDGE, MASS.—On Sept. 3, 250 cannabis industry insiders gathered at Blissful Meadows Golf Club in Uxbridge, Mass., for the third annual TeeHC Open, an invitation-only event that brings together a select group of top decision-makers from all over the Northeast.
In a field with vast growth potential and a seemingly endless trade show circuit, this immersive event is designed to encourage business leaders to network organically. Along with an 18-hole golf tournament, this year, organizers executed more than two dozen activations to educate, entertain, and engage guests to think creatively about how to do business in a highly regulated, often-stigmatized industry.
Since it's a private gathering with an age minimum, the TeeHC Open is a full-consumption event, meaning guests were welcome to smoke and consume cannabis—or not. While attendees had the option to sample products, snack on infused popcorn and lemonade, and reap the benefits of CBD wellness shots, they could also partake in activations that had nothing to do with the plant.
“The idea was to connect cannabis with experiences that people might not associate with it,” says Ann Brum, CEO of Joint Venture & Co., one of two marketing firms that have co-produced the event since it began.
Each station was meant to help people think differently about how to market to their target audience. In the Chill Zone, guests could have tarot readings, get henna tattoos, and bond over music bingo. Attendees who needed to step away from the action for a calm moment could partake in sound baths and yoga sessions. When it came time to get off the course and down to business, guests participated in one-on-one speed networking sessions in a quiet, indoor pavilion.
“Everything's curated—the music, people, vendors, and experience,” says Brum. “With each event, the intention is ensuring that each attendee’s investment of their time and resources delivers the maximum ROI.”
While the guest list spans the region, the event draws brands with national and global reach like Needham Bank, Sensi Media Group, and PreRoll-Er, a dispensary equipment dealer based in Canada.
Changing the venue each year gives organizers a chance to get creative too. “The venue really comes into play,” says Brum. “We think, ‘What could we bring to life here?’” One incredibly popular new addition in 2024 was an activation from the nonprofit Safe With Us Animal Rescue, sponsored by Green Meadows. Guests got to pet and play with adorable puppies, all of whom were up for adoption.
“The puppies received a ton of love from everybody,” says Cristina Consalvo, marketing director at Cannabis Creative Group, the event’s co-producer. “I believe there were three applications for fostering and adopting by the end of the day.” Also new this year, media sponsor World Insurance showcased its internal “Women of World” program, an important element of inclusivity in an industry that’s been traditionally male dominated.
“Cannabis enthusiasts come from all walks of life—all genders, ages, skin colors, and ethnic backgrounds," says Brum. “We host veterans and folks who are disabled. We’re representing everyone who benefits from this plant.”
Keep scrolling to see more from inside the 2024 TeeHC Open...
