Lamar Romero: From Prohibition to Progress: Why SB3 Threatens Texas Freedom and Barroom Innovation
About the program and speaker:
About the Talk:
Texas Senate Bill SB3 threatens to gut one of the most dynamic, fastest-growing sectors in the bar and nightlife industry—hemp-derived THC beverages and gummies. In this timely talk, Lamar—CEO of Hire Dragons and a fierce advocate for consumer choice—will unpack why SB3 is a misguided overreach, how it endangers millions in legal sales for Texas business. The fate of this industry sits on the governor’s desk. This conversation could not be more urgent.
About Lamar Romero
Lamar Romero is the co-founder and CEO of Hire Dragons, a Texas-based brand engagement agency that specializes in consumer tastings and storytelling for emerging alcohol and THC beverage brands. Known in the industry as "Papa Dragon," Lamar has personally conducted over 1,000 tastings across Texas and built a platform that connects real people to real products—with real results.
A former tequila broker turned tastings trailblazer, Lamar helped transform an unknown local spirit into a breakout success in Austin, and from there, built one of the most respected agencies in the country. His proprietary Dragon Engagement Network™ is redefining how brands connect with consumers in bars, stores, and events across the U.S.
Lamar is also a fierce advocate for craft producers, consumer choice, and business freedom in Texas. With deep ties to both brand builders and bar owners, he speaks with the insight of an operator and the fire of an entrepreneur.
When he’s not championing small brands or pushing back against heavy-handed legislation, Lamar’s off the grid camping across Texas with his wife Laura (who co-founded Hire Dragons by his side) and their two amazing sons, Lyric and Ladon.
Agenda:
6:45am - Coffee & Networking
7:10am - Breakfast Buffet
7:25am - Introductions & Announcements
7:50am - Speaker Introduction
8:20am - Q&A
8:30am - Leave inspired or curious!
