Executive Highlight

Adelia Carrillo

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CMO/CoFounder, EventHi
Business Founded: 2017
Phone: (619) 886-9064
Email: [email protected]

Address:
17238 West Pima Street
Goodyear, AZ 85338

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How long have you been in your industry?8
Why did you choose your industry?I didn't originally plan to be in the cannabis industry—I was building a career in the consumer electronics industry. However, life took an unexpected turn when I was hit with some health matters. As a last resort, I turned to cannabis, and it opened my mind as I witnessed the medicinal benefits of this plant firsthand. That experience was transformative, and it became clear to me that this was where I needed to be.I saw an incredible opportunity to create meaningful connections and foster community in a space that was not only emerging but also deeply impactful. My journey began with a passion for building, developing, and growing businesses, and I realized that the cannabis industry needed a platform that could bring people together in a safe, accessible, and engaging way.When I co-founded EventHi, my second venture in this space, I wanted to provide a space where cannabis enthusiasts, professionals, and newcomers alike could connect through events and experiences that celebrate the culture and potential of cannabis. This industry isn't just about a product; it's about people, education, empowerment, and breaking down stigmas. For me, it's about creating platforms and opportunities that make a difference in people's lives.Seeing the impact cannabis had on my own health, I knew I wanted to help bridge the gap within this industry. My background in marketing, event planning, tech and community building gave me the tools to do just that. That’s why I chose this industry—it wasn’t planned, but it was a calling that I couldn’t ignore.
Who are your typical clients?Our typical clients at EventHi include a range of key players within the cannabis community:1. Event Organizers: These are individuals and organizations who create unique experiences and bring people together through events. They use EventHi to sell tickets and sponsorships for their events, ranging from small gatherings to large conferences. These organizers are passionate about building community, educating attendees, and offering memorable experiences within the cannabis space.2. Brands: We work with cannabis brands that are looking to engage with their target audience by sponsoring events or being part of them. These brands are eager to connect with consumers in a meaningful way, build brand loyalty, and showcase their products and services in a dynamic event setting.3. Consumers and Professionals (Event Goers): Our platform also serves consumers and professionals who are seeking new and exciting cannabis-related experiences. These event goers attend our events for various reasons, including networking, entertainment, education, and business opportunities. Together, these clients create a vibrant ecosystem on EventHi, where connections are made, knowledge is shared, and the cannabis community continues to grow and thrive.
What do you like best about being in this industry?What I love most about being in the cannabis industry is the unique blend of community, creativity, and resilience that it demands. This industry is still in its early stages, which means there’s an incredible opportunity to shape its future and make a real impact. I get to connect with passionate, innovative people who are dedicated to breaking down stigmas and creating positive change, and that sense of community is truly inspiring.However, the truth is, being in this industry requires an extraordinary level of grit, strength, and patience. You need to have a deep passion for what you’re doing because, unlike many other sectors, the cannabis industry comes with its own set of challenges. Running a business here often feels like doing so with your hands tied behind your back due to overregulation, a lack of access to traditional funding, and constant hurdles with basic business services and needs.Despite these challenges, or perhaps because of them, being part of this industry is incredibly rewarding. It’s about pushing boundaries, finding creative solutions, and staying resilient in the face of adversity. I love being part of an industry where every victory feels hard-earned and where the potential to make a difference is immense. It’s not easy, but that’s what makes it all the more fulfilling.
What are common problems you see?Common problems in the cannabis industry often revolve around the unique challenges that come with operating in a rapidly evolving yet heavily regulated space. One of the most significant issues is overregulation. The cannabis industry is subject to a complex and often inconsistent regulatory landscape, with rules that can vary drastically from one region to another. This makes it incredibly difficult for businesses to scale and maintain compliance, leading to added costs and operational headaches.Another major challenge, as I mentioned in my the previous question, is the lack of access to traditional financial services. Because cannabis is still federally illegal in the U.S., businesses in this industry are often excluded from traditional banking and lending options. This creates a significant barrier to growth, forcing companies to seek out alternative, often more expensive, funding sources or rely solely on personal capital.There’s also the issue of limited access to essential business services. Many service providers, from payment processors to insurers, are hesitant to work with cannabis companies due to the legal complexities and stigma surrounding the industry. This lack of support can hinder a business’s ability to operate efficiently and scale effectively.Additionally, the cannabis industry faces ongoing social stigma and misunderstanding. Despite legalization and increasing acceptance, cannabis businesses often struggle with public perception, which can impact everything from customer outreach to securing partnerships. Educating the public and shifting these perceptions is an ongoing battle for many in the industry.
What advice/tips do you have for clients?Here are four tips I’d share with event organizers in the cannabis industry:1. Stay on Top of Compliance and Permits: The cannabis industry is heavily regulated, and that adds extra complexity to hosting events. Make sure you’re fully aware of the local laws and regulations regarding cannabis use, distribution, and advertising at your event. Securing all necessary permits well in advance is key to avoiding any last-minute issues.2. Create Engaging and Unique Experiences: The cannabis event space is growing fast, so it’s important to stand out. Focus on creating unique, memorable experiences that your attendees won’t forget. Whether it’s interactive workshops, innovative themes, or exclusive access to products and speakers, make your event something special.3. Leverage Sponsorships Effectively: Sponsorships can really enhance your event and help with costs. Be strategic in choosing sponsors that align with your event’s theme and audience. Offer them value by providing great visibility and opportunities to engage with attendees in a meaningful way.4. Prioritize Attendee Experience and Safety: The success of your event depends on how your attendees feel. Make sure you’ve got clear guidelines for cannabis consumption, access to medical professionals if needed, and a well-organized event flow. Good planning, clear communication, and attention to detail will help create a positive and safe environment that encourages people to come back to your future events. And finally, it’s crucial to have a reliable ticketing partner like EventHi by your side. We understand the unique challenges of the cannabis industry, and we’re here to support you every step of the way, from ticket sales to sponsorship management, ensuring your event runs smoothly and successfully.
When is your busy season?Our busiest seasons are typically in the spring and fall, when the weather is ideal for hosting events, and there’s a lot of activity in the cannabis community. We see a spike in events during key dates like 4/20 and throughout the fall, leading up to various industry conferences and gatherings. Summer tends to be our slowest season, with the exception of 710, which brings a burst of activity. We also experience a bit of a slowdown toward the end of the year around Christmas. However, outside of those slower periods, we're consistently busy helping event organizers plan and execute their events during the more active seasons.
What keeps you up at night?Professionally, what keeps me up at night is my constantly active brain. I’m very Type A, always thinking, planning, and creating. When the world quiets down at night, that’s when my mind kicks into high gear. I often find myself brainstorming new creative marketing ideas, thinking about strategies, and developing tools that can help us grow and push the boundaries of what we’re doing. It’s both a blessing and a curse because while it fuels my passion and drive, it also means that my brain doesn’t always want to switch off.
How do you market yourself to grow/expand your business?To market and expand my business, I focus on a combination of strategic networking, targeted content, and innovative partnerships. First, I leverage the power of relationships by actively participating in industry events, speaking at conferences, and engaging with other professionals and brands in the cannabis space. Building and nurturing these connections helps create opportunities for collaboration and growth.I also prioritize creating and sharing high-quality, relevant content that resonates with our audience. Whether through social media, blogs, or newsletters, I make sure our messaging aligns with the values and interests of our community. This not only builds brand awareness but also establishes us as thought leaders in the industry.In addition, I continuously seek out and explore new marketing tools and platforms to reach a wider audience. From optimizing our online presence to experimenting with new digital marketing strategies, I’m always looking for innovative ways to expand our reach and attract more event organizers and attendees to our platform.Finally, I focus on forming strategic partnerships that align with our goals and values. Collaborating with like-minded brands and organizations allows us to tap into new markets, enhance our offerings, and grow our business in a sustainable and impactful way. The reality is, while we've been able to grow and scale our business, it hasn’t been without challenges. As a cannabis tech company with minimal access to traditional funding, we’ve had to stay lean and get creative. These key approaches—strategic networking, content-driven engagement, innovative partnerships, and a relentless focus on resourcefulness—are what have truly propelled our growth and enabled us to scale effectively. It's this combination of adaptability and creativity that has been the driving force behind our success.
How involved are you in the community?I’m actively involved in the community through a variety of leadership roles, volunteer work, and mentorship. I serve on the advisory board for several organizations, including the International Cannabis Business Women’s Association (ICBWA), Lift Experiences & Events, and This is Jane Project. In these roles, I contribute to shaping initiatives that empower and support women in the cannabis industry and beyond, helping to create opportunities and resources that drive success and inclusion.Beyond my board involvement, I’m also passionate about offering mentorship and guidance to other entrepreneurs in the cannabis space. I regularly volunteer my time to mentor emerging business leaders, sharing my experiences and insights to help them navigate the unique challenges of the industry.Through my work with Blunt Brunch, my other business, I’m also dedicated to helping women in the community. Blunt Brunch is all about creating a supportive environment where women can connect, share experiences, and grow together. We focus on building strong relationships and providing the tools and opportunities women need to succeed in the cannabis industry.
What is your favorite not for profit or charity?Two of my favorite non-profits are This is Jane Project and the International Cannabis Business Women’s Association (ICBWA). This is Jane Project is close to my heart because of the incredible work they do in supporting and empowering women who have survived trauma. They provide a safe space for healing and growth, offering community and resources to those who need it most. Their focus on fostering resilience and recovery through the cannabis community is truly inspiring, and it’s an organization that aligns deeply with my values. The International Cannabis Business Women’s Association (ICBWA) is another organization I’m passionate about. As a mentor and advocate for women in the cannabis industry, ICBWA’s mission to empower, educate, and elevate women in this space is something I fully support. They provide vital resources, networking opportunities, and support to women entrepreneurs, helping to level the playing field and foster a more inclusive industry. Both of these organizations are making a significant impact, and I’m proud to support their missions.
What advice would you give to someone thinking of getting into this business?If you’re thinking about getting into the cannabis business, my biggest piece of advice is to be prepared for both challenges and opportunities. This industry is incredibly rewarding, but it’s not without its hurdles. Here’s what I’d suggest:1. Do Your Research: Before diving in, make sure you have a deep understanding of the regulatory landscape and the unique challenges of the cannabis industry. 2. Be Resilient and Patient: Success in this industry doesn’t happen overnight. You’ll need to be resilient in the face of obstacles, whether it’s dealing with overregulation, limited access to funding, or public perception. 3. Get Creative: Because the cannabis industry is still emerging, you’ll often need to think outside the box to solve problems and find success. Whether it’s in marketing, operations, or funding, creativity will be one of your most valuable tools.4. Network and Build Relationships: The cannabis industry thrives on community and collaboration. Build strong relationships with other professionals, brands, and consumers. Networking is not just about growing your business; it’s about being part of a larger movement and supporting each other in this evolving space.5. Stay True to Your Values: Finally, always stay true to your mission and values. The cannabis industry is built on passion and purpose, and the most successful businesses are those that align their operations with their core beliefs. Entering the cannabis industry can be challenging, but with the right mindset, dedication, and a willingness to adapt, it can also be incredibly rewarding.
What do you enjoy doing in your free time?In my free time, I love to unwind by camping and traveling, exploring new places, and connecting with nature. I also enjoy spending quality time with my loved ones and friends.

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