In May 2025, the New York State Cannabis Control Board introduced proposed regulations for Cannabis Showcase Event Permits, aiming to expand opportunities for licensed cannabis businesses to engage with consumers beyond traditional retail settings. These events will be similar to craft beer festivals and are designed to promote legal cannabis products, support small businesses, and enhance consumer education in a controlled environment for those 21 and older. With the heavily restricted advertising regulations for cannabis businesses, this can be an important avenue to highlight and grow their business with a broader audience. However, only CAURD (issued to justice-involved applicants only) dispensaries can participate, leaving out the majority of adult use dispensaries from eligibility. Adult-Use Cultivators and Processors can participate.
What Is a Cannabis Showcase Event?
A Cannabis Showcase Event is a temporary event where licensed adult-use cannabis retailers can sell and showcase products at approved locations away from their licensed premises. These events are conducted in partnership with other licensed cultivators and processors and require a showcase event permit from the Office of Cannabis Management (OCM).
Who Can Participate?
Participation in a Cannabis Showcase Event is limited to specific licensees:
- Conditional Adult-Use Retail Dispensary (CAURD) Licensees: Authorized to sell adult-use cannabis products at the event.
- Adult-Use Conditional Cultivators (AUCCs): Licensed to cultivate adult-use cannabis and can showcase their products.
- Adult-Use Conditional Processors (AUCPs): Licensed to process adult-use cannabis and can also showcase their products.
To organize a Cannabis Growers Showcase (CGS), a minimum of three AUCCs must partner with a CAURD licensee. Additionally, for every three AUCCs, one AUCP may participate.
Permitted Activities at the Event
At a Cannabis Showcase Event, participants may:
- Showcase Products: AUCCs and AUCPs can display and educate consumers about their cannabis products.
- Retail Sales: CAURD licensees can sell adult-use cannabis products directly to consumers aged 21 and over.
- Consumer Education: Provide information about cannabis cultivation, processing, and responsible consumption.
Prohibited Activities
Certain activities are explicitly prohibited to ensure compliance and public safety:
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- On-Site Consumption: Consumption of cannabis products at the event is not allowed.
- Sales to Minors: All sales must be to individuals aged 21 and over, with age verification required.
- Non-Compliant Marketing: All marketing and advertising must comply with Parts 128 and 129 of the New York Codes, Rules and Regulations.
- Unauthorized Sales: Only CAURD licensees may conduct sales; AUCCs and AUCPs are not authorized to sell directly to consumers.
Compliance and Operational Requirements
Organizers and participants must adhere to several operational guidelines:
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- Location Approval: Events must be held at locations approved by the OCM and comply with local zoning laws.
- Security Measures: A security plan must be in place to protect attendees and secure cannabis products and cash.
- Inventory Tracking: All transactions must be tracked, and inventory reports submitted as required.
- Staff Training: All staff must be trained in event compliance requirements.
- Public Health Signage: Clear signage indicating the minimum age for purchasing cannabis products must be displayed.
The OCM has issued sample event layout diagrams for showcase events.
Application Process
To apply for a Cannabis Showcase Event Permit, interested parties must submit an application to the OCM, including:
- Event Details: Date, time, and location of the proposed event.
- Participating Licensees: Information on all AUCCs, AUCPs, and CAURD licensees involved.
- Security Plan: Details outlining measures to ensure the safety and security of the event.
- Compliance Attestations: Signed attestations from all participating licensees agreeing to abide by all regulations and guidelines .
- Letters from the municipality may be required.
Conclusion
The proposed Cannabis Showcase Event Permits represent a significant step in expanding New York’s legal cannabis market, providing licensed businesses with new opportunities to engage consumers and promote their products. By adhering to the outlined regulations and focusing on education and compliance, these events can play a crucial role in the continued growth and normalization of the cannabis industry in New York.
If you would like to organize an event and apply for a permit, reach out to our team. We can guide you through the complex process for a successful and compliant event.
Tracy Jong is a Senior attorney at Evans Fox LLP with 30 years of experience focusing her practice in business law, intellectual property and licensing for alcohol and cannabis. Tracy Jong is a member of the New York Bar and is a registered attorney at the United States Patent and Trademark Office. She can be reached at Tjong@EvansFox.com.
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The content has been prepared for informational purposes only; it should not be construed as legal advice, does not create or constitute an attorney-client relationship, and readers should not act upon it without seeking professional counsel.