If you’ve been in Vegas in February with a badge from Champs, you might have visited the Starbase or Illuminarium after.
Maybe you walked in and saw B-Real from Cypress Hill. Or Too Short. Or John Hart. They were commanding the stage with a crowd dancing their asses off. You might have even watched people getting awards for best cleaner, nicotine pouch, nicotine vape, nicotine e-liquid, marketing, innovation, cannabis vape, glass line, new device, or shop.
You were at the Counter Culture Awards (CCA). And the man behind it all is Doug Campbell.
From Real Estate to Getting Real
Originally from California, Doug has spent the last 25 years in Boise, Idaho married to his high school sweetheart, raising five daughters and two younger half-siblings. He’s a family man who started out in real estate and then began Drip Drop Distribution from scratch.
Drip Drop is a specialty distributor that’s well-known in the industry. There you can find kratom, smoke shop supplies, paper, apparel, supplements and more. Drip Drip also helps brands extend themselves into the market, and Doug makes sure it’s done in the most above-board calling-balls-and-strikes way possible.
This all came after years of working in real estate. He had been compelled by earlier experiences in his life with cannabis to get involved in the smoke shop world and the products that came with it. The rapidly legalizing industry posed so many opportunities. And with his straightforward manner and commitment to integrity, he built a business that friends and even competitors can trust.
Cut to 2022. Drip Drop is a major player in the space. Doug finds himself connecting with many people doing incredible work and still living in obscurity. Maybe it’s the nature of the business—any enterprise that’s cannabis or smoking-adjacent has lived in the shadows for decades. He felt it was time for hard-working, successful brands to step into the spotlight.
A Time for the Industry to Shine
Doug feels passionately about highlighting the accomplishments of his industry. “There are some big big brands that came out of this ‘incubator’ of an industry. Yet there were no accolades, and some of these people are innovative and super crafty. Some are my friends, some are my adversaries, but I have a lot of mutual respect for them. How are these brands earning millions, maybe billions of dollars, and not getting any credit for their accomplishments? They should be rewarded.”
He put together the first CCAs in 2023, and since then the event has expanded. “The group of participating businesses and sponsors have only grown,” says Doug. “We created a big tent, and we’ve been massaging it for two and a half years to really get it up. I finally think we have it. People are receptive. It’s getting bigger and bigger.”
Describing the people he represents, he says “The industry has a bunch of characters in it, many who push the envelope. Lots of store owners and consumers who want to know more, and this is a stage and marketing opportunity for that.”
This spirit is reflected in the CCA website, which talks about how he recognizes visionaries across every segment of his industry, from trailblazing individuals to groundbreaking products. These awards represent the highest standard of excellence.
And what about participants and sponsors who want to boost their game? The more they are willing to pay to buy in, the more benefits they get. There are opportunities to rise to various tiers that offer more and more levels of visibility in the market.
Building a Brighter Future
The first few CCAs went well. Sure, they had their bumps and mistakes. But overall, they were a success, to the point where they went from a few hundred attendees to pushing 2,000 people. This is something that is giving Doug a lot of heart, seeing that his family has been the perfect group of people to help make all this happen, making sure the event is well-organized, the categories are tight, and that all participants see it as both an opportunity to put their brand’s best foot forward—and have a great time.
Doug is excited to give the vendors, sponsors and nominees more value every year. They keep outgrowing venues like Starbase and Illuminarium, and he’s hoping to find a space in Vegas that could handle the huge audiences he hopes to bring in.
Yes, he’s been able to bring in top acts like B-Real from Cypress Hill, Too Short, and John Hart as well as Warren G., Young Jeezy, and others. If he can show that big talents are willing to be part of his event, the CCA’s reputation will only continue to get better and attract more attention. He wants people to think this is gonna be a fun night, one where they can pack their dancing shoes or just dress comfortably and make connections in the industry.
“I love the diversity, characters, and I partake in some of the products,” says Doug. “And it hasn’t changed me, the husband and dad that I am. This industry is a colorful space, it goes wide and deep. I love the relationships, the drama, and the competitiveness.” He hopes that as the CCA expands, so can its reach, which may include platforms for a larger social media presence with podcasts, news, and more.
In the end, Doug wants to create a space that’s beneficial for everyone involved. And, he’s having a ton of fun along the way. “Just thinking about the CCAs makes me smile. It’s a tent for everybody. I don’t care what your politics are. I don’t care what you believe in. We’re just asking for people to be good, respectful, come in, have fun. You’re in the industry. Welcome to the CCA!”
Want to learn more about the Counter Culture Association or the Awards? Click HERE to read our feature on last year’s event and the organization.
