The CHAMPS Vegas Summer Show, a long-standing business-to-business counterculture trade event, recently concluded its 2026 edition in Las Vegas, Nevada, with a noticeably smaller footprint but a concentrated, energetic atmosphere. This adaptation comes as the United States cannabis industry navigates significant regulatory uncertainty, particularly concerning hemp-derived cannabinoid products, yet still showcases robust innovation, especially within the burgeoning cannabis beverage sector.
A More Concentrated Experience in Las Vegas
Founded in 1999, CHAMPS has established itself as a premier trade show connecting brands, retailers, artists, and buyers. The summer 2026 event, held from August 26-28 at the Las Vegas Convention Center, diverged from previous years by consolidating its exhibition space onto a single floor. This change, while reducing the overall physical footprint, was widely perceived as a positive development, fostering a more intimate and business-focused environment.
Eugenio Garcia, Founder and CEO of Cannabis Now, a publication that has covered the event for over a decade, observed the shift firsthand. He noted that despite being smaller, the show did not feel empty. Instead, the consolidation created a sense of fullness and high energy, facilitating genuine business conversations among attendees and exhibitors. This sentiment was echoed by William Rekel, founder and CEO of Denver-based Blazy Susan, a company known for its distinctive pink rolling papers and accessories. Rekel, a veteran attendee of seven to eight years, expressed appreciation for the more compact layout, stating that it felt “condensed” and “busy,” contributing to what he anticipated would be a successful show.
The strategic decision to centralize the exhibition space aimed to bring participants closer together, ensuring that networking and product discovery remained at the forefront of the experience. This design choice appears to have successfully mitigated any potential downsides of a reduced scale, instead enhancing the event’s core purpose as a hub for industry engagement.
Navigating the US Hemp Regulatory Landscape
A primary factor influencing the altered scale and exhibitor lineup at this year’s CHAMPS Vegas was the ongoing regulatory flux within the United States, particularly the impending federal ban on hemp-derived THC products slated for December. This regulatory uncertainty led several companies in the hemp sector to postpone their participation, awaiting clearer guidance on future market conditions.
Despite these challenges, Garcia highlighted the resilience and forward-looking approach of the brands that did attend. He noted that while the absence of some hemp companies was palpable, the presence of others signaled a continued commitment to innovation and market development. “You could see the uncertainty around hemp reflected in who wasn’t exhibiting, but what stood out to me was who was still showing up,” Garcia remarked, emphasizing the optimism displayed by new market entrants, particularly within the beverage category. Readers interested in other US regulatory discussions might find our article on Illinois' shift towards outdoor cannabis cultivation insightful.
The situation underscores the dynamic and often unpredictable nature of cannabis policy in the US, where federal and state laws can create complex operational environments for businesses. As the industry awaits further clarity on hemp regulations, companies are compelled to adapt their strategies, with some choosing caution and others forging ahead with new product lines and market approaches.
Innovation Flourishes: The Rise of Cannabis Beverages
Amidst the regulatory backdrop, the CHAMPS Vegas show served as a platform for significant innovation, particularly in the rapidly expanding cannabis beverage segment. New brands and established players alike showcased their commitment to this burgeoning category, reflecting a broader industry trend towards diverse consumption methods.
Jolly, a CBD and hemp company, made a notable appearance, with its President and Co-founder, Zach Gleason, expressing confidence in the company’s future regardless of regulatory outcomes. Jolly has already established an extensive East Coast distribution network, including availability through DoorDash in select markets, demonstrating a proactive approach to market penetration. Meanwhile, Dallas-based Lantana, a brand specializing in THC-infused seltzers led by owner Brad G., made its debut at CHAMPS, signaling strong belief in the potential of the psychoactive beverage market.
Even established brands like Blazy Susan are diversifying into this space. William Rekel’s company launched its first hemp-infused drink, simply named Blazy, directly on the show floor. Rekel noted the exceptional growth in this category, stating, “Everything’s going down, but hemp beverage is this one ballooning category. I would hate to see it shut down.” This enthusiasm highlights the industry’s strategic pivot towards innovative product formats that cater to evolving consumer preferences and potentially less restrictive regulatory pathways, even as the broader hemp market faces hurdles.
Retail Resilience and Market Strategies in Nevada
Beyond the trade show floor, conversations at CHAMPS also touched upon the broader retail landscape in jurisdictions like Nevada, where cannabis commerce is well-established. Julie Winter, Chief Revenue Officer at Ayr Wellness, a company that operates six dispensaries in Nevada, including The Dispensary Henderson, shared her company’s straightforward philosophy in response to the changing hemp regulations. Ayr Wellness is focused on “controlling what we can control,” which translates into providing a curated selection of trusted, tested, and competitively priced products for their loyal customer base and new visitors alike.
This customer-centric approach is evident in their retail operations. The Dispensary Henderson, for instance, boasts long-tenured staff, some with over nine years of experience at the location, who have cultivated strong relationships with regular patrons. The dispensary also offers convenient services such as an express area and drive-through pickup, enhancing accessibility and customer satisfaction. Such strategies underscore the importance of operational excellence and community engagement in maintaining market share and fostering consumer loyalty within competitive cannabis markets. Another example of evolving market access in the US is explored in our article on New York's law allowing cannabis sales at farmers markets.
It is crucial for readers to understand that cannabis laws vary significantly by country, province, and local jurisdiction, and are subject to frequent change. The information presented here pertains to specific market conditions and regulations in the United States. Individuals should always confirm the current legal status and regulations concerning cannabis in their own jurisdiction before making any decisions related to its possession, cultivation, or purchase.
Beyond Products: Networking and Industry Optimism
The CHAMPS Vegas Summer Show is traditionally more than just a product showcase; it is a vital nexus for relationships and discovery within the counterculture and cannabis industries. This year was no exception, with exhibitors employing creative strategies to generate buzz and engage attendees.
Smoke Odor Candles, for example, successfully drew steady crowds to its booth by featuring influencers and unveiling a new collaboration with BIC lighters. This initiative exemplifies how established brands are continuously finding novel ways to connect with consumers and create memorable experiences on the show floor. The event provided a snapshot of an industry actively adjusting to evolving conditions, marked by fewer exhibitors but a palpable sense of determination and forward momentum.
Ultimately, the show underscored a prevailing optimism that transcends immediate challenges. Eugenio Garcia encapsulated this sentiment:
“The biggest takeaway for me was that despite all of the challenges facing the industry, people are still doing business. New brands are launching, legacy companies are finding new ways to engage consumers, and entrepreneurs are continuing to make bets on the future.”
This perspective highlights the entrepreneurial spirit driving the cannabis sector, where adaptation and innovation remain key to sustained growth and success. While CHAMPS may have been smaller, the fundamental “hustle” of the industry was undeniably present.
Looking ahead, CHAMPS will continue its schedule with upcoming events in Austin, Texas, from October 13-15, and Fort Lauderdale, Florida, from November 17-19, offering further opportunities for industry professionals to connect and navigate the evolving market.
Frequently Asked Questions
What was notable about the CHAMPS Vegas Summer Show 2026?
The CHAMPS Vegas Summer Show 2026 was notable for its smaller, consolidated footprint on a single floor, which attendees reported made the event feel more energetic and business-focused despite regulatory uncertainties impacting exhibitor numbers.
How did US hemp regulation impact the trade show?
Ongoing uncertainty regarding a US federal ban on hemp-derived THC products, set for December, led some hemp companies to refrain from exhibiting, influencing the show's overall size.
Which product category showed significant growth at CHAMPS Vegas?
The cannabis beverage category, including both hemp-infused and THC-infused options, demonstrated significant growth and optimism among new and established brands at the show.
What was the general sentiment among exhibitors and attendees?
Despite regulatory challenges, the general sentiment was one of measured optimism, with participants focused on doing business, launching new products, and exploring innovative market strategies.
Where are future CHAMPS trade shows planned?
Following the Las Vegas event, CHAMPS is scheduled to hold shows in Austin, Texas (October 13-15), and Fort Lauderdale, Florida (November 17-19).
This report is based on original reporting by Cannabisnow.com.
