Events + speaking engagements
In recognition of Women's History Month and the amazing womxn pioneering the cannabis industry, ELEVATE Northeast is bringing together a panel of inspiring womxn founders and CEOs for a lunchtime discussion about the unique challenges and opportunities for womxn entering, navigating, and dominating the cannabis industry.
9.19.2020: Boston Freedom Rally PreShow
Please join me for the 31st annual Boston Freedom Rally! As with most things in the year of COVID-19, the organizers are taking the BFR virtual for the first time. Now you can attend for free and blaze all day from the comfort of your germ-free home!
Watch for me in the preshow around 11:30 am. Click here or the button below for more details!
9.15.2020: More Than a Moment: The Conversation Continues
This NECANN ONline session is a timely follow-up to the June 2020 "More Than A Moment" event organized by Minorities for Medical Marijuana, the Minority Cannabis Business Association, and other leaders of the cannabis community who share a commitment to dismantling systemic racism in the cannabis industry. Empowered with real-life examples of calls to action for individuals and businesses alike, attendees will learn immediate and long-term ways to help dismantle systematic racism in the cannabis industry today while standing in solidarity with the protests against systemic racism and violence against black and brown people in the United States.
Roz McCarthy, Founder/CEO, Minorities For Medical Marijuana
Beth Waterfall, President, RIVETER LLC
Jason Ortiz, President, Minority Cannabis Business Association
Jessica Gonzalez, Outside General Counsel, Minorities for Medical Marijuana, Inc.
8.20.2020: Marketing Reconsidered
PLEASE VISIT https://www.facebook.com/elevatene FOR LIVE STREAM OF EVENT. TICKET SALES HAVE ENDED.
Chances are your marketing budget and strategy changed in 2020. With a limited budget and resources in the face of so much uncertainty, many plant-touching and ancillary cannabis businesses alike are scratching their heads wondering what the best next move is for creating awareness and driving sales for their business.
Don't miss this timely -- and free! -- virtual discussion with experienced marketing executives from the country's liveliest legal cannabis markets for ideas on how your business can best adjust its marketing in the second half of one heck of a zany year. Presented in an open roundtable format, our speakers will cover topics including:
How to know where and when to spend marketing dollars during the enduring COVID-19 pandemic
Ideas for making effective connections with new customers and business collaborators when there are no networking events or tradeshows
Where to cut back and where to ramp up marketing activities
How to stand out and connect with customers during election season
How cannabis brands can effectively respond to current events with grace and authenticity
And more - bring your questions!
Holly Alberti-Evans, senior director of marketing at Berkshire Roots
Lisa Buffo, president of the Cannabis Marketing Association
Imani Dawson, founder of TCC Media
Jorge C. Inda Meza, managing partner at Growth Legion
Beth Waterfall, president of Beth Waterfall Creative
3.26.2020: Diversification in the Cannabis Industry - NEREJ Panel Discussion
Free event from the New England Real Estate Journal!
Cannabis is one of the segments in real estate that has growth. Cannabis industry also has its issues with having diversification. I'm excited to moderate this panel: https://www.eventbrite.com/e/cannabis-in-cre-2020-tickets-107834050548
5.1.20: Women and Cannabis Virtual Round Table - MassCANN Virtual Education Village Panel #7
Click here to listen to the panel.
This panel of dynamic and effective women in cannabis discusses what it has been like being a woman in cannabis, including the struggles, what we have learned as it progresses from illicit to regulated, moments that inspired everyone to keep going, and things we would like to see happen.
Featuring Beth Waterfall, Cara Crabb Burnham, Laury Lucien, Wendy Turner, Kebra Smith, Melissa Bouchard, Emily Elmen and Maggie Kinsella.
1.28.20: The Buzz about Cannabis: Marijuana in the Marketplace and the Workplace
I am thrilled to be invited to deliver the closing keynote address at the Springfield Chamber of Commerce's cannabis business forum. Opening keynote will be delivered by Cannabis Control Commissioner Kay Doyle and the afternoon will feature panels of local specialists discussing the hottest topics in cannabis for Springfield businesses.
View full agenda and learn more about the event here.
1.15.20: 2020 Business of Cannabis Forum: The Region’s New Economic Engine Roars Forward
I'm honored to be working with the Worcester Business Journal and ELEVATE Northeast to present the Journal's second-ever cannabis business event, 2020 Business of Cannabis Forum: The Region’s New Economic Engine Roars Forward.
This year I will help close out the event by engaging in a closing keynote Q&A with Cannabis Control Commission Chairman Steven Hoffman. Click here to view full event details and use code ELEVATE2020 to save $20 off your tickets!
11.27.19: Spark the Conversation - ILEA Philadelphia
I am honored to be invited to present at ILEA's Annual Breakfast meeting at the Rothman Cabin at Dillworth Park!
This years topic is blazing a path in our industry. In November, ILEA is focusing on the unique and exciting topic of Cannabis in the event industry. Throughout the Mid-Atlantic region laws surrounding marijuana are changing; as event professionals we need to be tuned-in on how we can (or cannot) meet the requests of our clients when working with this sometimes controversial item.
11.21.19: Boston Bar Association 2nd Annual Cannabis Law Conference
Please join me at the Boston Bar Association's 2nd annual Cannabis Law Conference on Thursday, November 21! As a member of the conference planning committee, I'm proud to be a part of this day-long event that will help Massachusetts legal providers and other compliance-focused service providers with the knowledge they need to guide their clients and companies through the legal cannabis maze.
This year, I'm especially looking forward to serving as moderator for the event's closing panel, "Hot Topics in MA Cannabis" with a couple of my favorite Boston lawyers. I'm also looking forward to the Capital-Raising and Business Maturation panel with Shanel Lindsay, Frank Segall, Amanda Ostrowitz and Greg Chin.
You can save on your tickets with code SPEAKERCODE50. See you there!
11.7.19: 50 on Fire - BostInno
Wow - what an honor to be included!
Thank you to BostInno and American Inno for including me as one of the five individuals and corporations honored in the 2019 50 on Fire Community category, which recognizes influential investors, ecosystem supporters, mentors, non-profits, and other innovators doing good. All of the honorees and winners will be celebrated at Artists for Humanity in Boston on Thursday, November 7. Click here for tickets.
50 on Fire is American Inno's premier awards event, honoring the influential people and fast-growing businesses that are driving our cities forward. 50 is a celebration of innovators - both individuals and organizations - across multiple categories and industries. Though BostInno primarily focuses on the city's thriving tech and startup communities, we understand that these sectors do not have an exclusiveness on innovation. The unbelievably talented marketer at your agency is innovative. The local enterprise company that helps fuel your small business is innovative. The non-profit you donate to is innovative. Your favorite craft beer brewery is innovative. Innovation is everywhere in Boston and 50 on Fire is a showcase for those that are heating up the region's ecosystem. Learn more here.
9.21.19: 30th Annual Boston Freedom Rally
Pinch me... I've been invited to speak at the historic 30th annual Boston Freedom Rally! Please come early to enjoy the day, listen to speakers and visit with local businesses on the Boston Common -- the Rally is only one day this year.
You'll find me in the Education Village participating as a panelist on the “Damages from Prohibition and Reparations” session, and I'll be up on the main stage for a few glorious moments at 3:40 PM! I hope to see you on the Common!
9.5.19: USA500 Cannabis Roundtable
Thank you to Lew Sebbag for inviting me to be a guest presenter at a local USA 50o Club meeting! I look forward to shedding some light on why cannabis was ever made illegal and how understanding that history can help businesses incorporate restorative justice -- and enduring success -- into their operations.
7.18.19: BostInno State of Innovation: The Future of Cannabis
Join BostInno July 18th for our State of Innovation Meetup: The Future of Cannabis where we invite the community to come together for networking, and to hear from thought leaders, startups and/or entrepreneurs.
Beth Waterfall, Executive Director at ELEVATE Northeast
Dr. Marion McNabb, Co-Founder and CEO of C3RN
Adam Fine, Partner at Vicente Sederberg
6.12.19: Tudestr's Cannabis MBA: Marketing, Branding and Advertising
Wondering how to make your cannabis business or products stand out? These experts will provide the information you need to become unique.
Beth Waterfall-McSweeney, Marketing Communications: Beth Waterfall Creative
Blake M. Mensing, Esq., Attorney: The Mensing Group LLC
Andrew Hemingway: Toasted Collective
Holly Alberti, Director of Marketing: Mayflower Medicinals
6.11.19: Worcester Business Journal Presents The Business of Cannabis Forum
A Special Forum of the Worcester Business Journal
The state's newly regulated cannabis industry has taken off like a rocket, and is expected to generate in excess of $1 billion by its second year. Opportunities abound for local entrepreneurs and innovative businesses looking to grow new revenue streams by creating cannabis-related businesses or services to support this important new sector.
Whether you’re impressed or concerned by the rapid growth of the Cannabis industry in Massachusetts, and want to know more about how to profit from its future, you’ll want to attend this special forum.
Join us for this special forum where we'll bring together some of the leading industry experts to provide their insight and information to business owners, entrepreneurs, municipal officials and other professionals interested in the latest happenings, trends and opportunities with Cannabis in our region.
6.1.19: Herbstalk 2019 - Women in Cannabis Panel
Herbstalk is a grassroots, Boston-area herbal event. We host classes on herbal and holistic health topics, offer urban plant walks, and bring together herbal crafters & artisans from across New England and beyond. Herbstalk is for people who love plants. Our attendees come from around New England (and beyond) to teach and attend classes for both herbal beginners and more advanced students. Herbstalk is for anyone who wants to learn more about herbalism and to connect with like-minded folks.
5.22.18 CANNABIZ: The Journey Continues
Culture often moves faster than the law and that has been the case with cannabis in Massachusetts. This event will bring together the experts to debunk the myths and open you up to all the business opportunities surrounding the cannabis business in the Commonwealth.
DATE: May 22, 2019
PLACE: Cape Codder Resort & Spa
Registration/Networking 12:30 – 1:00
Opening Keynote 1:00
Breakout Sessions 2:00 – 5:00
5.19.19: Successfully Launching Your Cannabis Brand - NECANN Vermont 2019
We’ve come a long way from the late 20th century “bongs’n’thongs” ads in High Times. There are numerous ways to market cannabis, and increasing normalization of cannabis use is lending itself to a wide spectrum of branding opportunities. We’ll delve into industry research, knowing your target demographic, successful branding case studies, the importance of analytics, and the nuances of marketing amidst a patchwork of conflicting state and federal regulations.
Speakers: Beth Waterfall, Elevate NE; Monica Donovan, JAM Creative; Will Read, CannaPlanners
5.14.19: 5th Annual Under 40 and Taking on the World
Tomorrow's Women TODAY extends a special invitation to our highly anticipated 5th Annual “Under 40 and Taking on the WORLD” event. This year’s lineup is incredibly impressive - and one that members won’t want to miss! Please join us for a discussion with ground breaking women who have recently been recognized for their accomplishments - and are all under 40! This is a unique and inspirational opportunity to learn how these accomplished women have found success so early in their careers - and spend an intimate evening with TomorrowsWomenTODAY.com
Heather Peacock, Slalom Consulting, LLP
Sheena Collier, Founder & CEO, The Collier Connection
Nondini Naqui, Insurance Marketing, John Hancock
Carmen Arce- Bowen, Vice President, The Partnership, Inc
Manikka Bowman, Director, Urban Land Institute Boston/New England
Amy Kingman, Executive Director, Learning by Giving & Letters Foundations
Erin Kelly, Practice Area Lead, Slalom Consulting, LLC
Beth Waterfall, Executive Director, ELEVATE Northeast
Special thanks to Heather Peacock and the Slalom team for hosting this event
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3.28.19: Digital Marketing + Technology -- Cape + Plymouth Business Magazine Event
For this gathering we bring you subject matter experts that can help you run your business more efficiently and reach new customers across different marketing channels. Get the solutions and real-world strategies you need to choose the right technology platforms and control what digital platforms make the most sense for your digital marketing programs.
3.7.19: NEREJ Cannabis in Commercial Real Estate 2019
The 2019 New England Real Estate Journal's "Cannabis in Commercial Real Estate 2019" event is expected to draw more than 200 professionals including investors, bankers, brokers, lawyers, developers, builders, property managers, insurance agents and service and suppliers.
2.21.19: Best Practices in Cannabis Marketing for 2019 — Boston
With new legal frameworks and regulations, marketing and communications professionals often find themselves working harder than they need to, spending too much on simple execution, and often finding their campaigns don’t earn the proper reach for the investment.
Cannabis companies continue to struggle for access to traditional marketing channels like digital advertising, social media, and mainstream publications. Not to mention, cannabis still faces a huge branding issue as the stigma still pervades.
Join us for a deep, candid conversation with the top local minds in cannabis marketing, communications, and public relations. This panel discussion will be expertly moderated by Victor Pinho, California Director, Cannabis Marketing Association.
1:29:19: Urban Land Institute Boston Policy Talk: Cannabis in Real Estate
With the opening of cannabis retailers in Massachusetts, investors, entrepreneurs, and real estate professionals are navigating the opportunities and risks associated with the emerging marijuana industry. How are cities and towns approaching zoning for recreational and medical marijuana shops and facilities? Are Boston’s real estate professionals prepared for the land use implications of the cannabis industry? Join us on January 29th to hear what our Policy Tank has to say.
Policy Tank Participants
Harrison Klein, Associate, Marcus & Millichap
Tito Jackson, Chief Executive Officer, Verdant Medical
Valerio Romano, Partner, Vicente Sederberg LLC
Beth Waterfall, Executive Director, ELEVATE Northeast
Moderator: Mannika Bowman, Director, Policy and Outreach, ULI Boston/New England
1.9.19: TSE19: The Special Event 2019
Such a privilege and honor to be the first cannabis industry executive to speak on the first cannabis-related panel at The Special Event 2019! Our session, "Cannabis and Events: A New Niche Market or a Risky Proposition?" was the idea of our panel moderator, Gwen Helbush, President of Where To Start Wedding Management, after receiving client requests for cannabis-infused weddings. Fellow panelists included:
Lenny Talarico, CSEP, CHE, Executive Director for MGM Resorts Event Productions
Michael Aberle, Vice President of CannGen Insurance Services
Kate Patay, CPCE, Chief Strategy Officer at Kate Patay Consulting
Nathan J. Breen, Esq. Partner at Howe & Hutton, Ltd.
11.1.18: Boston Bar Assocation Cannabis Law Conference
The 2016 legalization of adult use, regulated sale, and cultivation of cannabis in Massachusetts has signaled economic development and business opportunities, along with heightened regulation. This inaugural conference will bring together practitioners, regulators, and business and community leaders for high-level education and networking.
Panels will provide in-depth guidance and best practices on all facets of the industry—investment trends, tax considerations, social equity, implications with family, IP, and employment law, real estate and more.
Beth Waterfall will moderate the Access to Capital – Social Equity panel wit Shanel Lindsay, Andreal Cabral and Shanita Penney at 4:30 PM.
10.25.18: CANNABIZ: The Business Impact of Legalization
The goal of this summit is to provide entrepreneurs, business owners and the “canna-curious” with knowledge, tools and insights about the state of cannabis and related business opportunities in the Commonwealth. Experts from various corners of the Massachusetts cannabis industry will share their knowledge and best practices to help attendees understand the current law and regulations, build a successful cannabis entity, and support those shaping local regulations and creating new cannabis-related businesses and jobs locally. Regardless of how you voted on Question 4 in 2016, the now-legal cannabis industry in Massachusetts is a freight train coming down the tracks and every business needs to prepare for the opportunities and roadblocks ahead as best they can.
Master of Ceremonies – Beth Waterfall President, Beth Waterfall Creative and Executive Director ELEVATE NE
5.12.18: Vermont Cannabis Convention
Check me out on the "Cannabis Careers" panel on Saturday!
NECANN is making its first trip to Vermont on Saturday, May 12 and Sunday, May 13 at the DoubleTree by Hilton in Burlington, Vermont. Presented by New England Cannabis Convention and coordinated by Heady Vermont, Greener Mountain Consulting and Vermont Cannabis Solutions.
Network with New England industry vendors including doctors, growers, soil and lighting experts, consultants, investors, and entrepreneurs. Three programming tracks featuring 50+ local & national expert speakers covering business, medical marijuana, live demos, and growing workshops. A full range of growing, smoking, vaping accessories and ancillary products will be on sale as well.
4.21.18: Extravaganja 2018
Extravaganja is one of the largest and oldest cannabis political rallies in the Northeast drawing thousands of supporters every year. This event is organized, facilitated, and run by the officers and members of the UMass Cannabis Reform Coalition, the oldest student-run drug reform group in the country.
3.24.18: Marketing + Public Relations in the New World of Cannabis
From building a following to ensuring compliance with regulations relating to marketing and advertising, marketing a cannabis-related entity is complex and rife with landmines. Moderated by Beth Waterfall, this panel of experienced marketing, public relations and branding executives, including Sirita Wright, Robert O’Shaugnessy, Holly Alberti, Meg Sanders and David Day, will share their experiences and tips to help you avoid pitfalls and see your company soar.
2.18.18: Hiring a Diverse + Inclusive Team
I had the honor of sharing a panel stage with Niambe McIntosh and Jake Zieminski. We talked about the importance of diversity and inclusion, how it is good for any business's bottom line, and lessons emerging cannabis businesses can learn from established global corporations who've had to create diversity and inclusion plans in reaction to negative results and attention. Let's get it right from the start -- it's so worth it!
I'm WICKED excited to announce that ELEVATE New England is here! A true labor of love, ELEVATE New England is a passion project-turned-not-for-profit-organization with the help of some incredible female minds.
And now we're ready to share the result of our collaboration, brainstorming and hard work at ELEVATE New England's official launch event on Wednesday, January 31, 2018.
I hope you'll come out to meet the team behind the organization and to kick off 2018 with new connections, old friends and a commitment to growing our businesses while giving back to our communities.
12.16.17: Women in Weed at The Harvest Cup
Proud to organize and moderate the "Women in Weed" panel at the first annual Harvest Cup in Worcester, MA.
Come out to learn from a panel of cannabis marketing and branding professionals to make sure you're following the laws and aware of changes in regulations as you bring your cannabis-related product or service to market in Massachusetts.
Before breaking into an interactive Q&A sesh to ensure your questions are answered, we'll examine:
Marketing and advertising regulations set forth in Chapter 55 of the Acts of 2017
Compliant ways you can build a brand that will weather the storm of uncertainty
Engaging your target demographic effectively in a nuanced and highly regulated industry
Revenue-generating guerilla marketing and public relations ideas
Beth Waterfall is a marketing communications and business development advisor helping cannabis companies and executives grow through effective communications, strategic connections and unforgettable events. With her background in the legal and financial services industries she ensures her clients' and the greater cannabis community's success with strategic and compliant marketing initiatives.
Tim Gee has over 15 years of experience in marketing management for a variety of industries, including computer technology, ecommerce, and insurance. He was the Digital Marketing Director at Karmaloop, a leading fashion e-tailer, and a marketing lead for the US launch of Neolane (an Adobe product). Tim’s proficiencies include the development of cross-channel branding strategies and utilization of emerging marketing technologies to drive lifetime customer value.
Morgan Noble is an independent branding and marketing consultant. Before working in the cannabis space she won 10 industry awards for her brand and web work during her tenure as co-owner of a New York creative agency that serviced clients across a wide variety of verticals, including apparel, jewelry, automotive, building & construction and more.
Laura Beohner has dazzled the Massachusetts cannabis market with her company, The Healing Rose. In less than a year her company has become a household name in New England and beyond by implementing strategic marketing and business development activities. Through education, advocacy and a focus on quality, Laura has changed the minds of many regarding CBD and topicals, and created a line of superb products that customers can't get enough of.
A million thanks to our sponsor, Prince Lobel Tye LLP, for hosting this event!
2017 Boston Freedom Rally
This thing just keeps on getting bigger and better. And for 2017 I had the honor of speaking on the main stage about how now is the time for Massachusetts businesses to set the standards by which other states will measure their cannabis industry. As boring as compliance sounds, its what will make or break any budding cannabis business!
And after the speech I got to hang out backstage with some amazing people like my buddies Donna Hackett, Sammy Marcelonis and Diane Fornbacher! Another beautiful Boston weekend (with zero arrests on the Common).
Up next: Dr. Staci Gruber to present at Women Grow: Boston Signature Networking Event August 3
We've come so far, but there is so much left to learn...
Join Women Grow: Boston for an illuminating presentation and interactive conversation with Dr. Staci Gruber, Director of the Cognitive and Clinical Neuroimaging Core at McLean Hospital’s Brain Imaging Center and an Associate Professor of Psychiatry at Harvard Medical School. Dr. Gruber’s clinical research focus is applying neurocognitive models and brain imaging to better characterize risk factors for substance abuse and psychiatric conditions. In her most recent work, her lab has examined the effects of chronic marijuana use on cognitive function in adolescents and adults, the results of which have been published in numerous peer-reviewed journals and been the basis of national and international symposia, press conferences, documentaries and news pieces, including features in the New York Times, NPR, and CNN’s documentary series “WEED” with Dr. Sanjay Gupta.
She also directs the newly launched MIND (Marijuana Investigations for Neuroscientific Discovery) Program, designed to clarify the effects of medical marijuana on cognition, brain structure, function, and quality of life.
Come out to the Sheraton Boston Hotel on Thursday, August 3 for an illuminating presentation from Dr. Gruber and to network with other cannabis industry professionals, advocates and patients.
Chillin' with the Wonder Woman of Weed at CannaCon Boston
Not only did I get to attend the first-ever CannaCon Boston as an exhibitor with Women Grow, I also got to present at a seminar and moderate a panel.
On Friday, together with my friend and colleague Tiffany Hogan, I spoke about how now is the time to jump into the cannabis industry. I see professionals from all industries with incredible skills and passion that they can transfer into this new indistry. Now's the time!
On Saturday I had the honor of moderating the Wonder Women of Weed panel. The panelists included Cara Crabb-Burnham, Marta Downing, Phyllis Vena and Tara Hopper Zeltner. What a mix! We talked about challenges, lessons learned, and tips for navigating the industry and making an impact as a woman. With 36% of leadership positions currently held by women in the cannabis industry, we have a responsibility to ensure that women continue that trend and are empowered and supported by other women to do so.
What the heck is up with the Massachusetts cannabis law now?
How will changes to the Massachusetts marijuana law affect patients, your business and career plan?
Women Grow: Boston is proud to welcome attorney and Question 4 drafter Shanel Lindsay, Question 4 campaign manager Will Luzier, government affairs attorney Tara Hopper Zeltner, and DCMJ activist and former Director of the Board at MassCANN Rachel Ramone Donlan to answer the question, "What the heck is up with the Massachusetts cannabis law and what's next?"
The panelists will walk us through the new compromise bill, highlighting key differences in the House and Senate proposals and discussing what's next for current and aspiring business owners, advocates, and others looking to join the industry and movement. We'll also look at how this process and delays compare to other states that have already implemented their adult-use laws, and open up the conversation for an interactive Q+A session.
In addition, Nichole Snow, President of the Massachusetts Patient Advocacy Alliance (MPAA), will kick things off with an overview of how the MPAA protected the medical marijuana program, fixed the patient registration process, prevented patient taxation, and achieved two permanent cannabis advisory board seats while the legislature altered Question 4.
This event is free to Women Grow members, and only $20 for non-members who purchase their ticket before July 20! After that, standard admission tickets are available for $25, or $30 at the door.
Please contact email@example.com if you are interested in sponsoring this event.
Keynote Address: New England Cannabis Convention - NECANN 2017 Boston
It isn't illegal to learn, so come on down to the Hynes Convention Center April 22-23 for the biggest New England Cannabis Convention (NECANN) yet!
It was just two years ago that I sheepishly entered my first NECANN at the Castle in Boston. In 2017 the Convention is bigger and more exciting than ever -- particularly for me since I get the privilege of delivering a keynote address to Business Track attendees at 10:30 AM on Saturday.
I'm also presenting on two panels on Saturday afternoon:
12:15-1:15 PM Panel: Cannabis career or new business? What's the right choice for you?
3:00 PM Panel:The Future in Cannabusiness: How do we level the playing field for women- and minority-owned businesses?
There are so many other great panels and presentations happening all weekend. Wear comfy shoes and bring a notepad, and be sure to visit me at the Women Grow booth (#206).
I hope to see you there!
What a thrill to be a member of the marketing panel at the 2017 Women Grow Leadership Summit in Denver. It went by way too fast!
Women Grow: Boston May Signature Networking Event - Careers
What a blast moderating this careers panel with Shaleen Title of THC Staffing and Cara Crabb-Burnham from the Northeastern Institute of Cannabis.