The Dispensary Binary: Trap vs. Corporate
During my early days in the cannabis industry, I attended many cannabis events—dubbed as joint-overloaded, alcohol-free activations. These parties exposed me to the deep divide in the industry: “Trap” versus “Corporate.” I witnessed how dispensaries either leaned heavily into a legacy “Trap” style or adopted corporate aesthetics, creating a cultural divide.
I’ll never forget a meeting at Red where my coworker mentioned her experience in “The Trap.” The reaction was one of condescension, exposing the dismissive attitude toward legacy practices within corporate cannabis.
A Manager’s Influence and Women Leadership
Luckily, Red had a great manager who believed in both corporate professionalism and respecting cannabis culture. Red was also a haven for powerful women who shaped the company without marketing a women-run angle. Instead, their leadership felt natural, setting an example for others while focusing on quality and accessibility.
Despite these strengths, Red struggled to please both “Chardonnay Moms” and legacy cannabis users. Balancing these customer types proved difficult, but Red’s strategy focused on neutrality, allowing consumers to explore the products on their own terms.
The Chaos of a Company Town Hall
My first town hall at Red revealed both the strengths and tensions of the company. While the meeting began with a pep talk about expanding into new markets like Texas, things took a strange turn when the newly hired CFO presented a parody video of himself as Kylo Ren from The Force Awakens.
In the video, the CFO replaced scenes with personal commentary, delivering unsettling messages like, “You only have what you have because I GIVE IT TO YOU!” The atmosphere shifted from bewilderment to discomfort as employees whispered nervously, realizing the CFO’s authoritarian tone.
Lessons Learned and the Journey Forward
After that chaotic town hall, the CFO’s departure came as a relief to many, myself included. Despite his experience, he lacked the leadership skills Red needed. This experience underscored a recurring theme in the cannabis industry—an impressive resume doesn’t guarantee good leadership.
Tune in next week for Part V: “Spies, Succulents, & LOOK MOM I’M ON TV,” where I share the strange experience of seeing Red on TV, explore aesthetics in the cannabis world, and… spies?
