Hall of Flowers Santa Rosa has always been one of those events that helps define the heartbeat of California cannabis. It’s a show that brings the industry together—retailers, brands, distributors, service providers, and community—and while this year looked and felt different, the value was still there for those who know how to hustle and make the most of their time.
The event may not have had the same flash, volume, or energy as previous years, but the core that makes Hall of Flowers Santa Rosa special remained intact: direct access to buyers, hyper-local Northern California exposure, and networking opportunities that can move businesses forward.
Hall of Flowers Santa Rosa 2025: Retailers Still Show Up
At the end of the day, what matters most at Hall of Flowers is retailers. This year’s Santa Rosa edition brought out a strong contingent of dispensaries and delivery operators. Even though the overall attendance felt lighter compared to prior years, the sheer quality and quantity of retailers in the building and outside was undeniable.
For brands, this meant a chance to sit across from actual buyers making decisions about what goes on their shelves. The efficiency of this format can’t be overstated—it saves time, money, and endless cold calls or road trips.
One room, one event, hundreds of key conversations.
That’s still the value of Hall of Flowers.
Actual Business Matters More Than Overall Attendance #s
Cannabis remains a relationship business, and Hall of Flowers is built for networking. The show floor, although only one hall compared to 3+ in years past, was filled with conversations that mattered: from brand leaders linking with retail buyers, to tech companies, distributors, and service providers finding alignment.
Resources were shared, opportunities were discussed, and the overall energy of collaboration was present throughout.
Even with fewer brands exhibiting, the conversations that did happen were meaningful. Sometimes less noise can create more space for focused dialogue, and that 100% held true in Santa Rosa this year.
One of the most common reoccuring talking points was obviously the size and attendance being different than before, but everyone I talked to ALSO mentioned how much more time they got to spend with buyers compared to year’s prior.
There’s always a give and take with each year’s natural flow.
Hyper-Local, Northern California Focus
Santa Rosa has always carried a unique energy because of its position in Northern California, a region that to this day is still foundational to cannabis culture. This year was no different. Brands that want to grow in this market, and retailers who dominate their regions, came together and made things happen.
That hyper-local NorCal focus is one of the most underrated aspects of Hall of Flowers Santa Rosa.
It’s not about bringing everyone from everywhere—it’s about locking in with the people who move product and shape culture in one of California’s more competitive markets. A market with unlimited cannabis and a consumer base that has access to it away from dispensaries most of the time. NorCal is not an easy market to win at.
For brands serious about growth in this region, it was an invaluable opportunity to build and gain market share. To spend time with the retail partners who support you.
Where else could this many dispensaries and deliveries possibly gather with their brands out in this area?
Where else could these owners and staff members have business conversations, get product demonstrations, consume the products, and get this much business done, while specifically out in this region?
The answer to both of those questions is nowhere else.
Only at Hall of Flowers Santa Rosa can all of this regional targeted impact actually happen at once.
Lighter Participation, Stronger Core
Now, RMR and I are both known to keep it honest, keep it real, whatever you want to say. It is 100% fair to say this year’s show was lighter in both attendance and brand participation. Some booths weren’t as elaborate, and the overall scale was dialed back compared to past years. Naturally, people had opinions—many saying it “wasn’t the same” or “wasn’t as good.”
But here’s the reality: the cannabis industry itself is evolving.
Budgets are tighter.
Operators are more strategic.
And yet, the people who are committed to competing at the highest level in California were still there.
That’s the real signal.
The brands and buyers who cared enough to show up and contribute, showed up, and the networking and buying activities were still incredible.
Hall of Flowers is no longer about spectacle—it’s about focus. I believe that if you understand that, the show ultimately delivered. Time will always tell though. Follow the data folks. If your sales increased in that area over the next 90 days, it may or may not be a win. Dive in and really understand what worked and didn’t work.
Mixers and Parties
Outside the exhibition floor, the community still gathered. Mixers, parties, and after-hours events were solid, even if they weren’t as plentiful as in years past. The energy was there, and for those who showed up, the opportunities to connect in a more relaxed environment added another layer of value.
Hall of Flowers has always been more than just booths and badges—it’s about the culture that forms when the industry comes together.
People love to hate on the “corporate culture” of Hall of Flowers but as usual, the spirit of cannabis culture was alive and well in Santa Rosa and all throughout HoF 2025.
Why It Still Matters
For some, the takeaway from Santa Rosa might be that the event is shrinking or losing steam. But for those who understand the realities of the California market, the core of Hall of Flowers remains critical.
- Retailers were there. That’s what matters most.
- Networking was powerful. Deals were discussed, resources exchanged, and relationships built.
- Local exposure was sharp. Northern California remains a crucial region, and the show delivered hyper-targeted opportunities to connect there.
Yes, it was different. Yes, it felt lighter. But different doesn’t mean worse.
The value is still there—you just have to put in the work.
Hall of Flowers Santa Rosa 2025 won’t be remembered as the biggest or flashiest show. But it should be remembered as one where the core value—the reason this event has mattered for years—was still alive.
If you’re in cannabis to compete at the highest level, you can’t afford to ignore opportunities like this. Bringing buyers together under one roof is rare. The efficiency is unmatched. The networking is priceless. And even in a scaled-back format, it’s still one of the best platforms to connect, grow, and thrive in California cannabis.
The hustle hasn’t changed—you still have to maximize every conversation, follow up on every lead, and stay sharp.
For those who take advantage of each opportunity, Hall of Flowers Santa Rosa 2025 was surely worth it.
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We’re excited to visit New York October 8th and 9th for Hall of Flowers NYC. If you’re attending, be sure to reach out and hit us up for an interview out at the show.
