The legalization of cannabis is a hot topic in California today. And yet, there is so much to learn than what we think we already know. Join us on Wednesday, March 15, to learn about the business of cannabis. Hear leading experts discuss the use of cannabis as medicine; starting a cannabis business; the laws supporting this alternative; and technology used to expand in this multibillion-dollar industry.

Keynote Speaker

Adrian Z. Sedlin, CEO, Canndescent


Max Simon, CEO, Green Flower Media

Michael Grillo, Elite Garden

Paul Kowalski, Interim Chair of Cannabis Business Council of Santa Barbara County


Steve Sereboff, Partner of SoCal IP Law Group


About the Speakers

Adrian Z. Sedlin
CEO, Canndescent

A lifelong entrepreneur, Adrian Sedlin builds brands and cash flow businesses from $0-$150MM in sales.  Over his 25 year career, Mr. Sedlin has raised over $100MM in capital, created 5 successful exits, and thrived in diverse industries including B2B ecommerce, B2G SaaS, direct response, and consumer packaged goods.

Co-founding his first company at age 21, Mr. Sedlin served as its CEO and sold the business to Student Advantage (NASDAQ; STAD).  Following this early career success, Mr. Sedlin served as a C-Suite executive in companies such as Credit2B (EVP; sold to S&P in 2001), Bargain Network (COO; Sold to Vertrue in 2004) and CrimeReports (Acting CEO; sold to Motorola in 2014).  In addition, Mr. Sedlin served as CEO of Ocenture from 2006-2010, growing sales over 20x, achieving 25% EBITDA margins, and earning Inc. 500 honors for three consecutive years.

In 2015, Mr. Sedlin left early retirement to launch CANNDESCENT.  As CANNDESCENT’s CEO, Mr. Sedlin also serves on the board of the Desert Hot Springs Cannabis Alliance Network (DHS CAN), advises the CA Dept. of Food & Agriculture on its cultivation committee, co-chairs the Policy Council for the National Cannabis Industry Alliance (NCIA), and writes a monthly column for mg magazine.

Educationally, Mr. Sedlin earned his BA magna cum laude from Georgetown University and his MBA from the Harvard Business School.  More than anything else, Mr. Sedlin relishes spending time with his wife, Kristin, and his three teenage children, Asher, Miles and Sontene.

Max Simon
CEO, Green Flower Media

Max Simon knows how to build purposeful businesses that thrive. He’s the founder of Big Vision Business, a digital marketing agency that’s helped over 60,000+ business owners to build and launch online products and services that reach millions of people worldwide.

Max is the founder & CEO of Green Flower Media, an online media company that partners with the world’s top experts to teach people everything about cannabis today.


Michael Grillo
Elite Garden

Early on, Michael discovered a passion for growing ideas from the ground up that launched him into an entrepreneurial career 30 years strong. After receiving a B.A. in Physics and starting his career as a charter member of IBM’s business consulting services, he founded ASI, a Chicago-based consulting group that supported a broad portfolio of Fortune 500 and other companies in strategic management and product development. He then co-founded Origin Capital Partners, a distressed asset investment and management fund.

Along the way, he picked up an M.B.A at his alma mater’s Booth School. His next venture was as CFO of Ergomotion, Inc., a global bedding technology company that he helped lead through explosive growth and expansion. With three children under the age of five, Michael’s highly active family spends as much time outdoors as possible, whether elbow deep in the family garden, playing in the ocean, or seeking out new bugs on Santa Barbara hiking trails.

Paul Kowalski
Interim Chair of Cannabis Business Council of Santa Barbara County

Paul is currently serving as the Interim Chair of the Cannabis Business Council of Santa Barbara County (CBCSB).

CBCSB is the leading voice of cannabis farmers and business owners in the Santa Barbara region. They are committed to working with the community to achieve smart, fair regulations that honor Santa Barbara’s agricultural history, support good jobs and economic development, and promote public safety and compliance with the law.



This program will be moderated by Steven C. Sereboff.

Steve is a partner of SoCal IP Law Group. He has specialized in intellectual property law since 1991. Strategic IP counseling – where business, technology and IP law intersect – has become the hallmark of his practice. His practice includes patents (including patent prosecution), trademarks, trade secrets, copyrights, licensing and contracts. He regularly works with clients to develop and implement corporate IP programs which emphasize quality, economy and risk management. His technical expertise includes many aspects of computers (both software and hardware), networks and myriad electronic and electrical devices, their operation and manufacture.

Mr. Sereboff’s clients have included multibillion-dollar multinationals, medium-sized public and private companies and growth-oriented start-ups.

Mr. Sereboff holds a B.S. degree in Electrical Engineering from the University of Maryland and had seven years of experience in the computer software business before earning his law degree from Boston University. While at Boston University, Mr. Sereboff founded Boston University’s Technology, Science and Law Association, and was employed by MIT to negotiate and manage software licenses. He founded and is President of the Conejo Valley Bar Association.

Mr. Sereboff is a member of the California bar and is registered to practice before the United States Patent & Trademark Office.


Event Registration:

When:  Wednesday, March 15, 2017, 5:00 PM – 8:00 PM

Where: Cabrillo Pavilion Arts Center, 1118 E. Cabrillo Blvd., Santa Barbara, CA 93103


  • Student $15.00
  • Regular (Online pre-registration only) $30.00
    SIGN UP BY Mon., Mar. 13 to receive the online discount ($10 off General walk-in/at door rate)
  • At the Door $40.00
  • Parking $4.00 – $6.00 (separate; paid at lot)


  • 5:00 – 6:00 Networking Hour, Check-in & Registration for Walk-ins
  • 6:00 – 7:30 Discussion
  • 7:30 – 8:00 Q&A

Registration includes appetizers and refreshments.

If you miss the early-bird registration, not to worry! We welcome walk-in guests to register at the registration table in the lobby of the venue.

Online event registration for Business of Cannabis powered by Eventbrite
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