Last month, the 13th annual MJBizCon reinforced its status as the world’s largest B2B cannabis conference, standing out as one of the most impactful cannabis events of the year. Drawing over 30,000 cannabis professionals to Las Vegas, MJBizCon 2024 delivered exceptional opportunities for education, networking, and insight into the rapidly evolving global cannabis industry.
The event featured an impressive lineup of over 100 cannabis speakers and a diverse showcase of over 1,400 exhibitors, including many leading security companies. Beyond the expo floor, off-site events and award ceremonies offered additional opportunities to celebrate innovation and foster collaboration across the industry. As the cannabis market continues to mature, events like MJBizCon highlight the critical role of security in protecting and shaping the industry's future success.
“Truly a one-of-a-kind experience,” said Lonny Gorham, Business Development Manager of InstaKey Security Systems. “I loved the sense of community that is felt on the show floor and met some really amazing people that play various roles in the cannabis field.”
From Booths to Business: Making Connections on the Expo Floor
The MJBizCon expo floor stayed busy throughout the week, uniting industry leaders, influencers, and entrepreneurs under one roof. For many exhibitors, this was not their first time at the conference—they come back year after year to showcase their latest innovations and continue building their reputation as authorities in the cannabis sector.
“MJBiz is always a great event for us to meet new operators and catch up with our customers face-to-face. This year, Hanwha went all out with a brand-new island booth to showcase more of our camera lineup and video solutions,” said Kevin Brown, Business Development Manager for Hanwha Vision America, and MJBizCon attendee for over 7 years. “The buzz around AI was huge, with more companies than ever adopting it to streamline their operations.”
“It’s always great coming back each year and seeing familiar faces. This industry’s made up of awesome people. We had a larger booth in a slightly congested section of the hall, but we made it work and had good conversations with visitors,” said Cal McDonald, Territory Manager for Solink, and third-year MJBizCon attendee. “It felt a bit more low-key than some past shows, but still productive. We connected with a lot of our partners, caught up with existing customers, and met a solid number of new business owners.”
This year, MJBizCon also welcomed a strong group of new exhibitors eager to introduce fresh ideas and innovative solutions to the event. These newcomers brought renewed energy to the expo floor, showcasing even more cannabis security technology and services.
“Being our first-year exhibiting, it was great to shed light on an issue that often gets overlooked,” said Gorham. “Being able to bring forward a solution to a problem that isn't usually at the top of someone's mind when first opening or expanding and allowing people to really see how InstaKey can help them be up to code, save them money, and grow with them in a true business partnership.”
In addition to the exhibitors, many security professionals who weren’t showcasing products also attended the event, eager to stay ahead of industry trends and network with potential partners.
“The networking this year was incredible. I connected with many new companies I hadn't met before. All my meetings were productive, and I left with some fantastic opportunities for the year ahead!” said Haley Glover, Senior Security Consultant for Sapphire Risk Advisory Group.
Beyond the Expo: Off-Site Events & Awards
The three-day expo is just one part of MJBizCon, with off-site events providing even more exceptional networking and relationship-building opportunities. Security companies and vendors were front and center at these events, where many industry professionals found their most valuable conversations of the week.
One such event, a James Bond-inspired Cannabis Royale, hosted by leading POS provider Cova Software, attracted cannabis professionals eager to network and enjoy their time in Las Vegas. Many sponsoring security companies, including Solink, Alcott Enterprises, and InstaKey Security Systems, were attached to this event.
“We co-hosted this event and had a fantastic turnout. The feedback was great—everyone seemed to have a blast,” said McDonald.
“The organization was top notch, networking was unique in the best possible way, and conversations off the show floor made it all feel like it had come full circle,” said Gorham. “I was able to meet the people behind the logo, and I am grateful to have partaken in discussions that probably wouldn't have happened in a different setting.”
In addition to parties, MJBizCon Week also hosts The Emjays International Cannabis Awards. While there was no security category, Sapphire Risk Advisory Group proudly won the "Business Service of the Year."
“It is an honor to have Sapphire Risk recognized for the second year in a row by the cannabis industry for our security services,” said Tony Gallo, Managing Partner of Sapphire Risk Advisory Group. “We love being part of this great community and are looking forward to 2025.”
In Focus: Cannabis Security at MJBizCon 2024
At MJBizCon 2024, many wondered if cannabis security would be a central theme amid the industry's growing demands—but did security generate the buzz it deserves, or did other trends overshadow it?
“There is always a 'buzz' around physical security, but there is a gap in cybersecurity. Most cannabis organizations understand that physical security is a risk but fail to recognize that cybersecurity is an equal or more significant threat,” said Jordan Alcott, Founder and CEO of Alcott Enterprises. “While break-ins and theft can be recoverable, a cyberattack can quickly destroy a business, brand, customer, and reputation with a few keystrokes in seconds. Cyber risk is business risk.”
“Security is essential, regardless of location, and it varies from state to state,” said Glover. “It was incredibly valuable to discuss security challenges with existing operators and share insights with new license holders on what to expect. I truly enjoy the opportunity to help educate clients on security matters!”
“There are many things that an operator or grower needs to worry about when starting out or expanding. We loved being able to meet with these folks, learn about their pain points, and offer them something unlike anything else in the security sector,” said Gorham. “We had a lot of great people stop by, learned a lot, educated those with interest, and overall walked away with quality opportunities to help folks who may be struggling with security at their locations.”
The Takeaway: Was MJBizCon Worth the Trip?
For cannabis security professionals, the question remains: was MJBizCon 2024 worth the investment? With many cannabis businesses facing stricter competition and tighter margins than ever in 2024, evaluating whether the conference delivered the insights and connections security professionals were seeking is essential.
“Absolutely beneficial. Our team worked hard to meet as many great people in cannabis as possible. We connected with many clients and partners, which is always valuable for us,” said McDonald. “Security is always a big deal for this industry, and people were definitely looking for new tech solutions, which helped us stand out.”
“Attendance was lower than anticipated, but this year has brought significant changes and challenges to the cannabis industry. Many companies that typically attend or exhibit decided to sit out this time due to these hurdles,” said Glover. “Still, the networking opportunities were, as always, fantastic! I really enjoy the chance to meet in person with partners and clients I typically only connect with via virtual calls.”
“MJBizCon 2024 was truly an amazing show! So amazing that we plan to exhibit again next year!” said Gorham. “Cannabis is such a tight-knit industry that being able to bring something of value to them was something I don't think we could have done had we not exhibited this year. From the people to the products, this year felt like nothing we've done before and we can't wait to run it back again in 2025.”
What’s Coming Next: The Future of Cannabis Security
MJBizCon 2024 sparked conversations about the future of cannabis security as professionals looked to anticipate the industry's next big shifts. With evolving challenges and opportunities, key predictions and trends are shaping the future of cannabis security.
“The future of cannabis security is definitely moving toward AI and cloud-connected systems. As businesses grow and open more locations, it becomes more important to standardize on technology that allows for cloud management, so they can monitor everything remotely and keep both security and compliance in check,” said Kevin Brown.
“The most significant challenge in the cannabis industry is a lack of awareness or education on the risks. When people hear security, they think guards, gates, and guns. If you only address the physical security part, you only mitigate 50% of your risk,” said Jordan Alcott. “The discussion around security in cannabis must be a collaborative, cohesive effort of both physical and cyber working together. Oftentimes, when talking with cannabis companies about cybersecurity, most will say, I am too small; they won’t pay attention to me, [but] this is not the case and is a concerning statement since the cannabis industry is still in its infancy. Global threat statistics show that over 70% of cyberattacks occur in companies with fewer than 100 employees. With the state of the cannabis industry, there is a lot of risk that goes beyond physical that is not being discussed.”
“Security will become more integrated with overall operations [in the future]—not just a cost center. Hardware and software will link with other business systems, making it a more proactive tool that boosts efficiency, not just security,” said McDonald.
“Cannabis security is definitely moving in the right direction based on the people and the vendors we met at MJBiz. Making sure everything is running efficiently takes a village, and we are thrilled to be a part of the security aspect,” said Gorham.
Katharine Baxter is the Founder of KB Cannabis Consulting, an independent consulting firm specializing in marketing and technical writing for the cannabis industry. With a mission to empower businesses within the cannabis sector, Katharine is dedicated to crafting impactful marketing strategies and comprehensive written content.
