CASE STUDY: Cultivators Cup
Client: Cultivators Cup / theFarmacist
Location: Rhode Island, Somerset & Worcester, Massachusetts (2021 + 2022)
Industry: Cannabis / Events / Competition
Engagement Type: Full-Service Support (Events, Marketing, Operations, Compliance)
Timeline: 2017-2021
Background
Cultivators Cup is a cannabis-focused competition and live event experience designed to bring together consumers, brands, and operators through a regulated marketplace. The event blends a competitive cannabis judging component with large-scale live entertainment.
When The Weedaker Group was engaged, the goal was to execute a high-impact, multi-day festival experience while ensuring full compliance within the regulated cannabis framework. The event required coordination across multiple complex areas, including sponsorships, competition logistics, and large-scale event operations.
Objective
The primary goal was to successfully produce a compliant, high-attendance cannabis competition and music festival that drove engagement from both consumers and industry participants.
Key objectives included:
- Execute two 2-day music festivals
- Drive large-scale attendance and community engagement
- Facilitate a regulated cannabis competition through judge kit participation sold at dispensaries throughout the state
- Secure sponsorship revenue to support event production
- Ensure full compliance across all cannabis-related activities
- Event logistics aligned from initial load in, set up, security & risk management, vendor relations, artist relations, guest relations
Strategy & Approach
1. Operations
In partnership with The Farmacist, The Weedaker Group supported the full operational execution of two multi-day festivals, ensuring seamless coordination between vendors, entertainment, cannabis partners, and attendees.
Key focus areas included:
- Event logistics and flow for large-scale attendance
- Coordination between music programming and cannabis activations
- On-site execution and operational oversight across both weekends
2. Vendor Relations & Communications
efforts were focused on driving awareness, attendance, and participation in both the festival and the cannabis competition.
Channels and initiatives included:
- Event promotion campaigns, communications direct in planning logistics
- Cannabis competition awareness and participation drives
- Integrated marketing efforts supporting both consumers and brands
3. Events & Community
At the core of Cultivators Cup were two 2-day music festivals that blended entertainment with cannabis culture in a regulated environment.
Key Components:
- Live music performances across both weekends
- Cannabis competition facilitated through regulated judge kits
- Brand participation through sponsorships and activations
Notable Activations:
Cannabis judging program enabling consumer participation within compliance guidelines
Large-scale festival experiences with over 5,000 total attendees
Execution included:
Sponsorship sales and partner integration
Management of judge kit entries for the cannabis competition
Oversight of compliance across all cannabis-related activities
Operational management of both festival weekends
Support of marketing initiatives to drive attendance and engagement
All strategies were executed with a focus on delivering a seamless, compliant, and high-energy experience for both attendees and participating brands.
RESULTS:
– Successfully integrated a cannabis competition within a regulated framework
– Delivered a large-scale, community-driven cannabis event experience
– Created a platform for brands to engage directly with consumers
– Demonstrated the viability of compliant cannabis-focused festivals
– Dual Festival Execution – Successfully produced two multi-day festivals, showcasing operational scalability
– Regulated Competition Model – Enabled consumer participation in cannabis judging through compliant judge kits
– Sponsorship Integration – Built partnerships that supported both revenue generation and brand visibility
