At the IgniteIt California Market Spotlight, Luna Stower sits down with Elliot Lane—co-founder of IgniteIt and former Benzinga Cannabis lead—to talk about building cannabis events that prioritize education, authenticity, and operational confidence. From the origins of Benzinga’s cannabis arm to creating value-driven spaces where trust fuels growth, Elliot shares why content, community, and partnership matter more than ever. A candid and energizing conversation about resilience, representation, and what it takes to create real impact in cannabis.