In a sea of cannabis expos filled with garish overhead lights, cluttered booths, and sales pitches shouted over bass-heavy music or a cacophonous din, the Revelry event series is distinguishable from the rest. Its participants are curated, intentional, and unmistakably New York. There is weed, of course. But there is also design, conversation, music, community, and a great vibe.
That was the point from the beginning.
Launched in New York in 2016 by tastemakers Lulu Tsui and Jacobi Holland, On The Revel, the parent company and producers of Revelry events, has built a reputation for creating transformative spaces where business and culture converge.
From its carefully curated spring Buyers’ Club in upstate New York to its high-profile Fall festivals that incorporate everything New York has to offer – artists, designers, musicians, and food– the company is committed to fostering strategic partnerships and driving significant market growth. With a deep focus on inclusivity and a passion for elevating the cannabis industry, Revelry continues to redefine what it means to lead and innovate.
Revelry is authentically representative of the melting pot that is the Big Apple. The brand’s event portfolio includes the Revelry Buyers’ Club B2B trade show and the Revelry Festival, a consumer day celebration. These two events are usually held consecutively.
Revelry Buyers Club was created to be a business-first trade show for cannabis brands, supply chain operators, and licensed retail buyers to connect on neutral ground: no fans, no influencers—just product, people, and deal flow. Over the years, it has evolved with an outdoor consumption lounge and musicians, but its purpose has remained surprisingly consistent: to build a better marketplace for legal cannabis.
Their ethos is simple: New York Cannabis should be owned by New Yorkers. What if the burgeoning cannabis industry were a true reflection of New York’s diversity, and business owners in the legacy market continued to thrive in the regulated one?
On The Revel created a community of like-minded leaders in the industry and wants them all to thrive. The focus is on inclusion and creating a sustainable market.
“When we started in 2016, many of the events Jacobi and I went to previously were not representative of us and what we’re interested in,” said On The Revel Co-Founder Lulu Tsui. “It was either all suits and lab coats or hippie activists”. We don’t fit those categories. We fall somewhere in between. There wasn’t a lot that resonated with us or what New York is about. We saw an opportunity to create something that resonated with us and our circles, and it’s working.”
Working to the extent that a California-based expo is trying to copy Revelry’s format by choosing the same venue for its New York debut.
However, its storytelling mindset is bleeding into more than just floor plans. For the upcoming Revelry Festival at Pier 36 in Manhattan on September 12 and 13, the first day, Friday Buyer’s Club, will host the largest gathering of New York’s licensed operators, brands, and retail buyers. This industry-only day is closed to the general public. All of the attendees must apply or be invited to attend. The following day, the event is open to the community at large.
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The Floor Is for Buyers
At its core, Revelry’s Friday Buyer’s Club is for licensed New York operators and industry professionals. Retail buyers and owners, brand reps, distributors, and investors attend via strict credentialing. Attendance at each show averages a few thousand people over two days, with the upcoming Manhattan show expected to host all of New York State’s top exhibiting brands.
To that end, Revelry Buyers’ Club allows on-site product sampling within compliance guidelines, making it one of the few places where buyers can smell, touch, and taste products before placing orders. Outdoor consumption lounges, panels with industry leaders, keynote conversations with cultural icons, and performances from culturally relevant musicians all add to the immersive, low-pressure vibe.
“Day 2 is our Revelry Festival—when we open the doors to the public to meet the brands, hear their stories, and learn about their products. It’s all about growing the addressable consumer market through education and real human connection. The second day, member of the community can check out their favorite brands,” Tsui said.
Last year’s Revelry featured complimentary, spot-on tarot card readings in the expo hall from Tarot Tokes and engaging live performances in the outdoor consumption lounge.
