In the year since recreational pot use was legalized in Colorado and Washington, the cannabis industry has been booming. Now, the association that represents it is attempting to pull off its first full-scale meeting.

To an outsider, the Cannabis Business Summit—the National Cannabis Industry Association’s NCIA first national conference, which will take place this June in Denver—might seem like an excuse for people in the marijuana industry to get together for a “tradeshow” of epic proportions.

Whether that’s a fair assumption or not, it represents an image of the industry that NCIA is hoping to break away from by hosting its first full-blown tradeshow.

“Whenever we do regional events, if you walked in off of the street and didn’t know what the event was for, you’d never be able to guess from [looking around] the room. This event will be no different,” said NCIA Deputy Director Taylor West. “As a national conference, this is a great opportunity for people to see what the reality of this industry is, and that reality is that these are extremely competent, responsible, and ambitious businesspeople—on top of it being an industry that’s committed to ending the social injustices of prohibition.”

Read more: Cannabis Association to Host First National Conference | Associations Now