Virginia Cannabis Freshman Year: An Industry Getting Ready for What Comes Next

October 13, 2026
By Katharine Baxter

Virginia’s adult-use cannabis industry may still be awaiting launch, but one thing was clear in Richmond this fall: people are already doing the work to prepare.

On August 28, cannabis professionals from across Virginia and around the country gathered in Richmond for the Lucky Leaf Expo and the Virginia Cannabis Freshman Year After Party, the official after-party produced by KB Cannabis Consulting. The back-to-school-inspired event brought together aspiring operators, established cannabis companies, service providers, and industry leaders for an evening focused on building relationships before adult-use sales officially begin.

With adult-use regulations still taking shape, the after-party gave attendees a chance to step away from the expo floor, continue conversations sparked throughout the day, and connect with many of the people who will help develop Virginia’s emerging industry.

Lucky Leaf Expo’s After Hours in Richmond

A short walk from the Lucky Leaf Expo, the Freshman Year After Party took over a historic former Masonic Temple built in 1887 in the heart of Richmond’s Arts District. School-themed details carried the Freshman Year vibe throughout the space. Pencils, rulers, notebooks, and other classroom supplies became part of the décor, while a photo booth, swag, and product giveaways gave guests plenty to explore between conversations.

“We wanted to create something fun and welcoming that also made space for meaningful connections,” said Rose Alvarez, founder of Chicanna and co-producer of the after-party. “You could feel the excitement in the room as people started conversations and built relationships that will grow alongside Virginia’s industry.”

Guests enjoyed elevated hors d’oeuvres and light desserts, along with signature cocktails created and branded for participating sponsors. Sponsor integrations were intentionally woven into the experience, giving participating brands opportunities to interact with attendees rather than simply placing logos around the room.

“Tenax sponsored the Freshman Year After Party and the room did what a good after party is supposed to do, putting operators, landlords, and advisors in the same place with nothing on the agenda,” said Greg D’Agostino, Partner at sponsoring company Tenax Strategies. “In a market where nobody has a Virginia track record yet, those rooms are where a lot of the real diligence happens.”

Behind the fun was a serious purpose: creating an environment where conversations could happen naturally, away from booths, sales pitches, and packed conference schedules.

“I had a very productive two days seeing old friends, meeting some new ones, and getting an initial feel for the market,” said Richard Weinstein, Managing Partner of sponsoring company BioSecure Flooring. “One of the primary reasons why I go to shows is the opportunity to spend time with the other leading service providers. And, in Richmond, it seemed like everyone was at the after-party, and I even bumped into a friend I had not seen in 6 years.”

That type of connection was exactly what the event was intended to facilitate. For participating companies, those conversations also represented an opportunity to begin establishing relationships before Virginia’s adult-use marketplace is fully operational.

“The after-party was the highlight of the show, and most of the show’s attendees attended the event,” said Jesse Wexler, Senior Account Executive at Cova Software, the party’s primary sponsor. “It was hosted in a beautiful location and set the tone for great conversations with many people who I hadn’t had the opportunity to meet prior.”

The party also created an opportunity to leave an impact beyond the ballroom. Following the event, KB Cannabis Consulting donated usable books, pencils, rulers, and other supplies from the décor to a local teacher and donation center, giving the Freshman Year theme a meaningful second life in the community.

“The after party was genuinely great—strong venue, great crowd, and a good mix of engaged vendors and aspiring license holders,” said Chris Reid, Head of Sales and Partnerships for Cova Software. “The energy in the room was real, not forced, and KB did an excellent job putting it together.”

The Freshman Year After Party was made possible with support from companies investing early in Virginia’s emerging cannabis industry, including Cova Software, Chicanna, Panacea Payroll, TSRgrow, Tenax Strategies, Growers Choice Seeds, Cannaspire, BioSecure Flooring, Greenzone Engineering, RIOCOCO, Pisgah Peak Ventures, CannaContent, Cannabis License Experts, and Lions Share Creative. Their support helped create a space for operators, entrepreneurs, and industry professionals to connect while building relationships that will continue well beyond Richmond.

Virginia Cannabis Is Still in Its Freshman Year

The “Freshman Year” theme captures where Virginia finds itself today. The Commonwealth is preparing for regulated adult-use retail sales to begin July 1, 2027. With the regulatory framework still developing, prospective operators have plenty to do—and plenty they still do not know.

“It’s early days, and the people that were there are doing the work now to be ready to put together the most comprehensive application package possible,” said Jesse Wexler. “It’s always refreshing to meet entrepreneurs that have a plan and are acting on it and figuring out where their gaps are. Overall, it was a successful expo.”

That early stage was reflected in expo attendance, but not necessarily in the level of engagement.

“Attendance was lighter than I would have liked, and I think that’s a direct reflection of where Virginia is right now. The statute had a rocky rollout, and the regulations still haven’t been finalized, so a lot of people are genuinely unsure what this industry is going to look like,” said Chris Reid. “On the upside, my speaking session was a real bright spot — I got more audience questions there than at almost any other market in which I’ve spoken. People are paying attention, want to be engaged, and are asking the right questions.”

That level of engagement also underscored the importance of credible education as Virginia’s market takes shape. With key details still being developed, attendees weren’t just looking for answers—they were trying to distinguish established facts from speculation.

“There’s a lot of enthusiasm for this market, and my talk was well received. But, there’s also a lot of misinformation, especially with the new bills and licensing guidelines. I focused on separating what we actually know from what we don’t,” said Warren Harasz, Chief Compliance Officer for sponsoring company Cannaspire. “The capped retail structure creates a real value proposition, and preventing municipalities from opting out was a genuine win. That said, localities still have meaningful control to make life easier or harder for operators.”

Freshman Year Is Only the Beginning: What Comes Next for Virginia Cannabis

Despite the unknowns, the prevailing outlook in Richmond was optimistic. More importantly, companies preparing for Virginia are bringing experience from established and recently launched markets with them.

“Events like the Official After Party have been an incredible opportunity to connect with the vendor and consultant community and see how all of our different areas of expertise fit together,” said Ian Atkins of sponsoring company Greenzone Engineering. “There’s a lot of excitement around the rec market. Everyone is talking about how to improve on how things went in previous states. From retail brands to me as an HVAC engineer, we’re all trying to incorporate lessons learned with the unique aspects of this new market.”

Some of the work shaping that future is already happening. Site selection, zoning, local approvals, capital, compliance, facility planning, technology, and team building are becoming immediate considerations rather than future ones.

“The conversations told you exactly where this market is. Operators, brokers, and ancillary providers were all working the same problem—where the compliant sites are and who is going to control them. That is the right conversation, and Lucky Leaf put the right people in the room to have it,” said Greg D’Agostino. “Virginia took away the local ban and left the local zoning. With 350 licenses chasing what is left, site control is the whole game, and the operators who open on July 1 are the ones solving it in 2026.”

As competition for licenses develops, the opportunity could extend well beyond the companies ultimately selected. The people currently researching, planning, applying, and building relationships represent a growing talent pool for the broader Virginia cannabis ecosystem.

“I think Virginia is poised to be a strong market,” said Chris Reid. “For the people who win licenses, my ask would be: don’t overlook the talent pool of people who didn’t win. A lot of those applicants have real acumen—either in the industry or in running a business—and if you can find people whose ethics and ideas complement yours, and give them real skin in the game, those can be some of the best hires you’ll ever make. One good addition to a team doesn’t just add value; it compounds it.”

Virginia still has plenty to figure out before regulated adult-use retail sales begin, but Richmond demonstrated that the industry isn’t waiting until opening day to get started. Operators, advisors, service providers, and entrepreneurs are already asking questions, securing sites, building teams, forming relationships, and applying lessons learned elsewhere to what Virginia could become.

For one night at the Freshman Year After Party, many of those people were already in the same room. Class is officially in session.

And the next class reunion is already on the calendar. Lucky Leaf Expo returns to Richmond March 25–26, and KB Cannabis Consulting will return to produce another official after-party as Virginia moves even closer to adult-use sales. Stay tuned for details on what’s next.

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