Experts from both industries will provide an overview of the cannabis industry as well as topics ranging from what is legal to regulations surrounding licensing, hospitality, growing and other topics of interest specific to the central coast.
Hezekiah Allen was born at home and raised off the grid in rural Humboldt County. Blending more than a decade as a successful commercial cannabis grower with a background in Politics and Government, Hezekiah now works as the Executive Director of the California Growers Association. Cal Growers is the largest association of cannabis businesses and growers in California. As Executive Director, Allen is a lead expert helping to inform the cannabis policy making process in Sacramento. Under his leadership Cal Growers has successfully advocated for the establishment of an appellation system for cannabis, championed policies to ensure lower fees for smaller farms, sponsored legislation to establish a special license for cottage scale growers and is the state's’ leading voice for the independent farms and businesses that make California cannabis craft.
"There couldn't be more parallels between the two. Cannaculture and viticulture are very similar. From the diversity of varietals and the the “get it done culture” of growers, to the worldwide expanse of cultivation and extensive history and cultural significance, wine and cannabis are a perfect match—tempered by thousands of years of shared and intertwined history.
The earliest evidence of grape vine cultivation and winemaking dates back 7,000 years, while cannabis cultivation and consumption dates back nearly 10,000 years. Both are grown on every continent in the world (except Antarctica) and have been enjoyed by civilizations throughout history the world around.
The two have a long history of being enjoyed together or separately as companions to philosophical discussion and/or general merry-making."
"The human element. Every time I hear cannabis described as the “fastest growing industry in California” I wince for the tens of thousands of small businesses owners and hundreds of thousands of workers that currently feed their families from cannabis. Cannabis is not a growing industry; it is a stable, mature industry. California has been a global leader in this industry for generations. Our challenge is to buck the trends of modern economics—where growth and quantity are valued more quality and community and to establish a culture—similar to the wine industry—where appellations of origin, standards and connoisseur-ship create opportunity for a broad diversity of farms and businesses."
"That everyone in the industry is rich and that new businesses will make mountains of easy money. The “green rush” mentality is speculative, and feverish. It is hurting farmers, business owners, communities and natural resources alike. California needs to put community first in cannabis—otherwise this tremendous opportunity will prove to be a catastrophe for the people and places that have stewarded cannaculture in California through this dark time of prohibition."
Nicky Blaufarb is a Business Development Officer at Cannacraft Inc., the largest cannabis manufacturer in Northern California. After graduating from UC Santa Cruz, she co-created a successful social media company specializing in commercial creative direction. She went on to strategic business development in several industries including food innovation, technology, the arts, and non-profits before her tenure at Cannacraft. Her myriad of experience and adaptability make her uniquely suited to being a pioneer in the constantly changing cannabis industry.
"Thinking 5 years ahead in the Cannabis world is like dog years, what can be accomplished in that amount time is equivalent to what can be accomplished in decades. We have come so far in the short time Cannabis has been regulated. Perception has changed positively enough to bring Cannabis to a wide stream demographic, but we have a long way to go. As we continue to change and mold the perception of Cannabis through education, community involvement, job growth, business development, brand awareness, philanthropy, collaboration with like minded industries, and more Cannabis can and will be a large part of mainstream retail, medicinal, recreation and luxury markets.
1) We will be able to bank...Good Riddance!
2) Craft Cannabis and Craft Cannabis Products will populate the retail market.
3) 420 Tourism and Events will be mainstream: Collaboration with the wine industry in land use, event space, co-marketing in the luxury market will drive this."
"I predict some pretty complementary collaboration. The wine industry has a strong hold in Sonoma County as well as the whole Emerald Triangle. It benefits the cannabis Industry to honor the wine industry by striving to learn from and grow with it. I believe that we can, by working together, monetize land use more strategically, grow 420 tourism and cannabis friendly wine country event spaces, and create a space in the luxury market for both industries."
"“Gateway Drug.” - Thank you Ronald. Cannabis will not make you a heroin addict. Fact."
Hilary V. Bricken is a partner at Harris Bricken in its Los Angeles office. Licensed to practice law in California, Washington, and Florida, she is one of the premier cannabis business and regulatory attorneys in the United States. As chair of Harris Bricken’s Regulated Substances practice group, which includes the Canna Law Group, she helps cannabis companies of all sizes with their cannabis related legal issues.
In 2013, based on her work in the marijuana industry, The Puget Sound Business Journal named Ms. Bricken one of seven Dealmakers of the Year. From 2014 through 2017, she was named a “Rising Star” by Super Lawyers Magazine. Also in 2015, the Puget Sound Business Journal named Hilary to its Top 40 Under 40 list for business and leadership, and in 2017 the American Bar Association named Hilary a Top 40 Under 40 “On the Rise” attorney in the United States. Hilary also authors a weekly column for Above the Law that features content on marijuana policy and regulation, and Hilary is a regular contributor to and editor of her firm’s Canna Law Blog.
Avis Bulbulyan is the Chief Executive Officer of SIVA Enterprises, a full-service cannabis business development and consulting firm that provides turn-key management, venture opportunities, product and brand development, insurance, and licensing to entrepreneurs across the United States.
In his role, Avis oversees corporate direction, business development and strategy, facilitating company activity in consulting, alliances and channels, marketing, investments and operations across the full vertical. Avis leads a high-caliber team who collectively provides clients with the highest level of support from ideation and concept, through execution. SIVA Enterprises was recently recognized by Expertise.com as one of the top 18 consulting firms in 2017 in Los Angeles, representing the only cannabis business out of 800 firms, respectively.
Avis was recently appointed by The Department of Consumer Affairs as one of the members of California state’s new Cannabis Advisory Committee under the Bureau of Cannabis Control. Avis also serves as the President of the Los Angeles Cannabis Task Force, an association in Los Angeles working with the local city officials and community on the development of the city ordinances within Los Angeles.
In California, Avis assists local municipalities on the development of local ordinances and their respective administration of the application process. He also participates in town halls to educate applicants on the process and how to transition into the regulated, licensed market.
Avis is currently working with the California Insurance Commissioner on educating the insurance carriers, the industry and public on the need for insurance to be available for cannabis businesses so they are not limited to surplus lines and limited coverages.
As one of the industry’s leading cannabis business and regulatory compliance authorities, Avis is a highly sought-after speaker and a valued expert resource for many municipalities and state agencies, as well as national news sources and publications.
Tina Caputo is a wine, food and lifestyle writer who regularly contributes to ZesterDaily.com and Sonoma magazine, among other publications. She began her career in the communications department at Wine Institute, and went on to become the assistant director of communications at Maisons Marques & Domaines USA. She spent five years as the managing editor for Wines & Vines magazine before moving on to become the editor-in-chief of Vineyard & Winery Management magazine, a position she held for more than seven years.
George Christie settled in Sonoma County in 1991 where he quickly realized that the wine industry was where he wanted to concentrate his efforts. Since that time, he has been involved in nearly every aspect of the wine industry, from vineyard operations and grower relations to distributor realignments and national marketing campaigns.
In 2006 Christie launched his own marketing company, leveraging his years of industry experience assisting wineries to use both traditional and cutting edge marketing techniques to establish a voice in the sea of winery and wine promotion. An early advocate of video marketing and production, Christie has produced more than 100 marketing videos for wineries such as Domaine Carneros, Wattle Creek and Rodney Strong. Always an active member in the wine community, Christie has also held board positions with the Russian River Wine Road, Winegrowers of Dry Creek Valley and the Sonoma County Vintners.
In 2009, along with Elizabeth 'E' Slater, George launched the Wine Industry Network, the Wine Industry's leading business and news resource.
Zack Crafton grew up on the east coast, just outside Washington DC. After a few years as a national security consultant (including stints in the Pentagon and Whitehouse), he moved to Atlanta GA where he ran operations for McMaster-Carr. While in Atlanta, Zack earned his MBA and began his journey as an entrepreneur founding a variety of for-profit and non-profit companies. After 6 years of great barbecue and fun accents, he left the south to join his brother in wine country – Napa CA. Zack consulted for a few high-profile wineries before joining a little-known wine startup, NakedWines. For 3 years Zack ran the operations for NakedWines serving as Global Operations Director and ultimately Vice President of Operations. He left in mid-2017 to apply his direct to consumer and luxury agriculture skill set to the cannabis industry. He now serves as CEO and Founder of BigMoonSky.com along with two other former NakedWines execs. When not sitting in meetings, he sips a cold beer while on the advisory board of Bay Area beer startup Hopsy. When not drinking beer, Zack checks on his private wine venture – a California Tannat.
Erin Gore is the Founder and Chief Executive Officer of Garden Society, a cannabis confection company started in early 2016. Originally from Wisconsin, Erin made Sonoma County her home in 2011.
After completing her degree in Chemical and Biological Engineering from the University of Wisconsin-Madison in 2006, Erin began a decade-long career with Henkel, where she managed a global adhesive business valued at nearly $100 million. Her time at Henkel provided a solid foundation in leadership, development, and achieving exceptional financial results.
In 2016, Erin left her corporate career to run Gore Family Vineyards, a boutique winery nestled in Healdsburg, Sonoma County. In addition to producing wine, Erin and her husband Tom have expanded the estate’s products to include olive oil, honey and more than 70 varietals of fruits and vegetables that are sold to restaurants and locals in the community.
Erin’s most-recent enterprise, Garden Society, developed out of her own need to explore non-traditional ways of managing the pain and stress of multiple hip surgeries. She quickly realized the holistic benefits of cannabis as a means of providing a better quality of life without prescription drugs, and in doing so found an opportunity to fill a void in the market with low dose edibles that highlight the renowned food culture of Sonoma County. In 2016, after much of her own research and experimentation, Erin joined with prominent Chef, Kolin Vazzoler, with the goal of creating artisanal confections made with low doses of cannabis that would enrich and help balance women’s lives.
Erin was awarded a Top Business of the Year honor in 2016 and was also given the Most Disruptive Innovation Award in 2014. Currently, she serves on the Board of the Healthcare Foundation Northern Sonoma County as well as the Healdsburg District Hospital Board of Directors. She is also a member of the Sonoma County Growers Alliance and belongs to the Circular Board, The Collaborative Accelerator for Women Entrepreneurs.
"1. A central mission of ours at Garden Society is to foster the social acceptance of cannabis, both medicinally and recreationally. We believe that the stigma has already started to change, and – in partnership with like-minded companies and industry leadership – it will continue to grow through education, positive exposure, and medical research over the next five years.
2. Legalization, along with regulation, will continue its momentum across the country and world.
3. The cannabis market will steady out after a few tumultuous but high growth years through price adjustments, regulation improvements, product innovations, and brand acquisitions."
"I believe the cannabis industry is going to follow the wine industry in the level of differentiation between brands, varietals, innovations, and businesses. There will be products for all types of consumers; from low cost, commoditized products to boutique, appellated products. You will also see consumers become more educated about cannabis, searching for products that help for specific tailored medicinal needs, use certain farming practices, and have high flavor expectations. The cannabis industry will also follow the alcohol industry with the high regulator overhead and taxation model."
"When I set out to build Garden Society, I took a lot of time to learn the intricacies of the industry; finding mentors both in the cannabis industry and in business in general, reading about local and state regulations, and networking with “those who came before me” so to speak. That said, I think the most important piece of advice that I can provide is to make sure you spend time learning the risks, educating yourself on local and state laws, and really understanding the financial difficulties (including Tax laws and banking prohibition). People see high profit margins, but reality is very different due to all the complexities and challenges in the market to operate a legal cannabis business."
Pamela Hadfield is an entrepreneur, media personality and award-winning user experience consultant to some of Silicon Valley’s best-known companies. As Co-founder of HelloMD, she's positively influenced the lives of many - including executives in technology and in the cannabis industry specifically as well as members of the HelloMD community. A seasoned public speaker, she regularly produces large-scale cannabis events focused on everything from changing cannabis regulations to how cannabis may be the exit drug to the opioid epidemic. As a professional working mother of three young girls, she excels in representing the new face of cannabis consumer, destigmatizing use of the plant for millions of therapeutic health and wellness consumers.
Pamela began her career in technology at the dawn of the Internet era. She began her career as a 3D industrial designer and animator eventually joining Netscape’s 3D design team for Netscape Navigator. During her stint at Netscape she was trained by some of Apple’s top talent and transitioned into UX design. After a similar stint at Oracle, she was recruited into the fast growing Scient (Internet consultancy) where she worked on international web development projects for British Petroleum (BP). With the collapse of the dotcom bubble, Pamela began consulting for well-known tech giants names eBay, Xerox, Microsoft, Sephora, Turn, the United States Air Force and others. Her User Interface experience has spanned a technical evolution exposing her to web, responsive web, mobile applications of all major platforms and enterprise software development.
In 2002, Pamela decided to further her education and interest in fine arts obtaining a Master’s degree from School of Visual Art in New York, exhibiting her sculpture in some of Chelsea’s well-known galleries, undertaking an Affiliate Artist position at the Headlands Center for the Arts in Sausalito, CA, and receiving multiple monetary awards and grants for her work in fine art.
After suffering from debilitating migraine headaches for much of her life, and having tried every pharmaceutical available without success, Pamela began to regularly use Vicodin to ease her pain. Understanding she might quickly become addicted, she sought alternatives to the opiate she was taking. Fortunately, a friend suggested she try medical marijuana, and Pamela found relief using non-psychoactive medical cannabis. She quickly found she was not only able to manage the pain from her migraines, within 6 months she was preventing them altogether and was able to seamlessly drop her use of Vicodin. It was at this time that Pamela became not only a cannabis advocate but an early adopter to cannabis as the exit drug for the opioid epidemic.
Through her personal experience, the suboptimal medical advice she received, and an awareness of the associated stigma from the use of cannabis led her to create HelloMD, a telehealth service designed to connect medical cannabis patients with doctors from the comfort and privacy of their own homes over live video. The service was an instant success attracting thousands of customers each month and quickly growing into the largest service of its kind nationally. Putting her interface design skills to work, she evolved the service into a community website comprised of over five hundred brands and retailers, and near half a million monthly active users, which is growing by 10% month over month.
As a leading female executive and spokesperson for the fastest growing industry in the US, Pamela has been featured in multiple publications including Huffington Post, Forbes, Vogue, The New York Times, Elle, Rolling Stone, Crains, Cannabis Now, Marie Claire, TechCrunch and many others. In addition, she has collaborated on a study by UC Berkeley on Cannabis Use as a Substitute for Opioid and Non-Opioid Based Pain Medication, been featured on Gateway Office Hours Podcasts, Small Rooms Podcast, Cannabis News & Culture on HelloMD Live, The Argument for Marijuana Legalization on Women's Radio 3 and others. She was most recently featured on CBS Sunday talking about her experience regarding cannabis as an exit drug to opioids use.
Awards for her work include Winner of Best New Technology 2016, Winner Cann Awards 2017, Winner of Grand Prize Startupfest Montreal 2016, Named a Startup Health "Healthcare Transformer", winner of the Paypal Developer Challenge, and the SVASE Seed Challenge.
Most recently Pamela co-founded ‘WEmpowered’, a female executive networking group and production company which has hosted speakers including Lori Ajax, the ‘Drug Czar of California’, and Amy Jenkins, an influential lobbyist in CA, among others.
Claudio Miranda is a seasoned entrepreneur and C-level executive with 20 years of experience in marketing, consumer branding, multi-channel retailing, and sustainable enterprise. He was formerly the co-founder and CMO of two industry-leading natural product brands – Organic Bouquet and Organic Style – and later became a marketing consultant for the cannabis, gourmet foods and wine industries. He currently oversees the Guild family of cannabis brands, which includes a vertically-integrated dispensary in San Jose; a 3-acre cannabis nursery in Monterey County; and an award-winning concentrates brand that specializes in high potency, terpene-rich extracts. Claudio is a graduate of UC Berkeley; has served as Professor of Marketing at the Dominican University Green MBA Program; and currently serves as a startup advisor at Gateway—California’s first venture-backed cannabis incubator.
"Wine and cannabis have a lot of similarities when it comes to the culture of enthusiasts and connoisseurship. Both can be studied and appreciated on numerous parallel levels — provenance, varietals, terroir, farming & production practices, producers, sensory analysis, etc. And as cannabis becomes more widely legalized and mainstream we’re seeing the emergence of tourism, hospitality, and the marriage with gastronomy (in terms of multi-course pairings with food — and wine!). This is a key intersection point where the industry can leverage its established wine appreciation framework to educate their customers on how to develop a more profound understanding and appreciation of cannabis — one that transcends the common stereotypes of weed being useful solely to get high. Wine professionals have a unique opportunity in this regard given that they already possess the educational tools and marketing approach to unlock the rich dimensions that cannabis connoisseurship has to offer. "
"Don’t fall prey to the allure of big bucks. As cannabis becomes increasingly regulated and commodified the profit margins will become very thin and hard to sustain at small scale. Moreover, the market is quickly getting saturated with 1000s of emerging brands. The fight for shelf space is well underway and unsuspecting entrepreneurs are learning the hard way that you either have to out compete through "race to the bottom" pricing — which is only sustainable at large scale — or through marketing and brand/product differentiation. The days of “grow it and they will come” are quickly coming to an end in cannabis. So the best advice is to make an amazing product that your customers will love. Don’t do it for the money or market opportunity; do it out of passion, hard work, dedication, and respect for the plant. This in the end is what makes a great wine, and the same holds true for cannabis."
"The most common misconception is one that has been perpetuated by our government since the early 1900s — that cannabis has no positive social benefit or medical utility and must be prohibited and criminalized, thereby creating the cultural misconception that cannabis is for social deviants. This negative social stigma and institutional bias has created a black market subculture that has insulated and suppressed the industry. We’re now at a unique moment in history when cannabis is being normalized and publicly accepted by millions of people from all walks life, which is the direct result of legal reform and breakthroughs in medical research. This presents a unique opportunity for entrepreneurs to capitalize on the transition from a black market lifestyle niche to mainstream usage. And this again is where wine professionals possess the marketing tools and expertise to help usher in a new age of cannabis."
Amanda Ostrowitz, Esq. is the Co-Founder and Chief Executive Officer of CannaRegs. She is an attorney and entrepreneur specializing in cannabis regulations and has developed a comprehensive database of federal, state, and local cannabis laws. Prior to conceiving and co-founding CannaRegs, Amanda worked as a bank examiner at the Denver Branch of the Federal Reserve Bank of Kansas City, where her practice focused on regulatory compliance in the consumer lending and banking industries. Amanda is an east coast native who moved to Colorado in 2004 to attend Colorado College where she earned a B.A. in Economics. She later received her Juris Doctor from the University of Denver Sturm College of Law. In September of 2014 Amanda conceived Cannaregs which launched in June of 2015. CannaRegs now has over 150 companies subscribed to their platform which consist of marijuana businesses, law firms, consulting companies, local governments, lobbyists, real estate professionals, and ancillary service providers.
Aaron Smith is co-founder and executive director of the National Cannabis Industry Association, the largest trade association representing legal cannabis businesses in the U.S and the only one working to advance the industry on a national level.
Prior to launching NCIA, Aaron distinguished himself as a public advocate for marijuana policy reform — first under the auspices of a California-based medical cannabis advocacy group, Safe Access Now in 2005, and then as the California state policy director for the Washington, D.C.-based Marijuana Policy Project until founding NCIA in 2010. Aaron has successfully built coalitions with elected officials on both sides of the aisle in order to advance marijuana law reform legislation. Aaron’s opinion pieces have appeared in major newspapers, including the San Francisco Chronicle, Los Angeles Times, and The New York Times, and he has been a frequent commentator on national television news networks. Originally from California, Aaron is currently based in Denver.
"The parallels are numerous, to be honest, and they have a lot of potential to help the cannabis industry chart its future.
Both wine and cannabis are agricultural products at their core, with a tremendous amount depending on the ways they are grown and the environments they are grown in. This means there are abundant opportunities and challenges related to resource efficiency, production consistency, and sustainability. Innovation in one industry could very likely benefit the other, so it’s great to open these channels of communication between the two.
Wine and cannabis are also both products with potential audiences that span the spectrum from price-sensitive budget buyer to extremely sophisticated connoisseur. There’s room in the cannabis industry for large-scale producers and boutique players, just as there is in the wine industry. The key is for companies in each industry to identify the audiences they are most suited to serve and design their businesses, products, and marketing accordingly. "
"First, discard any notion that working in this industry is a license to print money. Despite what many people think, succeeding in the cannabis industry is far from an easy prospect. Aside from all the challenges any entrepreneur or small business owner faces, cannabis professionals deal with extraordinary additional hurdles in the forms of complicated and ever-changing regulations, banking and financial barriers due to marijuana’s federal legal status, and excessive federal taxation, just to name a few. (As an aside, NCIA is working diligently to resolve the banking and tax issues at the federal level, and ultimately we will succeed. But until then, they are a reality that cannabis professionals must face.)
Second, know why you want to be in the industry. If you think you want to cultivate cannabis, you’d better be sure you like commercial agriculture. If you think you want to run a dispensary, you need to be sure you enjoy the retail environment. Just because your job is related to marijuana doesn’t mean the day-to-day work is so different from other industries. (And if you’re in it for the money, there are a lot easier ways to go about that, as I already mentioned.) The best cannabis entrepreneurs are the ones with a true passion for the plant and for the ways that plant can make people’s lives better. Combine that passion with a willingness to work harder than other people and commit yourself to the small details, and you’ll be on the right track."
"Despite all the incredible progress the cannabis industry and the cannabis advocacy movement have made in the last several years, so many old cliches and stereotypes remain. People are still shocked that cannabis business events aren’t full of “long hairs” in tie-dye, or that cannabis professionals are smart, driven, and ambitious. Compared to the U.S. Attorney General’s absurd claim that “good people don’t smoke marijuana,” some of these generalizations are relatively harmless. But it still all adds up to the idea that the industry is not to be taken seriously.
Another frustrating misconception is that our customers are just “stoners.” The reality is that a huge and growing segment of our market is made up of people who use cannabis as a therapeutic product. Some of them are patients who reap significant benefits from marijuana’s medical properties. Others are not explicitly medical consumers, but are using cannabis products to relieve stress, get better sleep, or ease chronic pain without resorting to prescription drugs.
Finally, it’s disappointing to see stories and messages about the cannabis industry that focus exclusively on how much money is at stake. There’s nothing wrong with turning a profit, and obviously we want the industry to thrive economically. But the true story of the cannabis industry is one built on a foundation of advocacy, compassion, and social responsibility. As a brand new industry, we have the opportunity to build something we can be proud of for a long time to come. So many of our current industry leaders have made that commitment to social justice and activism. It’s our job to pass those ethics and values on to the many newcomers in the industry so that we don’t lose that unique spirit as we grow."
Rebecca Stamey-White is a legal advocate, advisor and strategist focusing her practice on the laws related to the sale, distribution and marketing of alcoholic beverages and medical cannabis. She is a partner with Hinman & Carmichael LLP, a nationally-recognized boutique law firm representing the alcoholic beverage, hospitality and medical cannabis industries and their service providers. Rebecca provides licensing, distribution, compliance and trade practice business advice for regulated industries and defends clients in state agency protest and accusation hearings and federal alcohol investigations. She has a special interest in crafting legally-compliant advertising, social media, promotions and events and advising unlicensed third party providers serving regulated industries.
Rebecca is a frequent speaker at industry conferences, law schools and continuing legal education programs on the latest legal issues in the alcoholic beverage and cannabis industries. She is an active member of many of the alcohol beverage industry organizations, including the Wine Institute, the Rhone Rangers, the Zinfandel Advocates & Producers, the California Music & Culture Association, the National Conference of State Liquor Administrators and the National Alcohol Beverage Control Association (NABCA). In the cannabis space, Rebecca is an active member of Women Grow, a professional network of female cannabis entrepreneurs, and the National Cannabis Bar Association. During ski season, she volunteers as a national ski patroller at Northstar California Ski Resort in Lake Tahoe.
Prior to Hinman & Carmichael, Rebecca was an associate in the San Francisco litigation group of Kirkland & Ellis LLP, where she worked on post-Granholm litigation involving constitutional challenges to state alcohol regulatory statutes and provided regulatory advice to California wine industry businesses. Rebecca received her Bachelor of Arts degree in History & International Studies from Northwestern University and her juris doctor from Northwestern University School of Law.
"I'll focus on the California market, since the industry at large is at various stages of development in different states and California is the biggest and most established market, with the biggest power to affect the industry at large. First, I think the players are going to change dramatically in California. As the new laws and regulations are written, there are huge opportunities for companies that are well-capitalized, with the capacity to handle the increasing costs of compliance. The laws have also largely done away with some of the residency requirements (although many local communities still have them), meaning that players from other states may have an easier time setting up shop in California than previously anticipated and could have a huge advantage if they've been successful elsewhere. But that means many of the local mom and pop cannabis collectives that have made up this industry for so many years may lose their business advantages and be forced out of the market unless they collaborate and pool resources with others in the market and really brand their local California roots.
Second, I expect delivery models to take on the traditional dispensary models. The combination of the California laws permitting dispensaries to operate without having a storefront open to the public, California being home to the tech industry, and consumers moving more to home delivery over shopping at brick and mortar retailers means we will likely see a lot more delivery-only dispensaries, and other mobile-based customer acquisition models.
Third, I hope the next phase of legislation will follow the Colorado example to start opening up social use consumption of cannabis so that we will see more clubs, restaurants and social spaces able to be licensed (even if it means businesses may choose cannabis licensing instead of alcohol licensing if the two can't be combined), which will help with cannabis tourism and give consumers the ability to learn about new products and try them."
"The wine industry has always had great stories to tell, and so does the cannabis industry. Both are agricultural products that have terroir and varietals/strains, each with unique properties and flavors. There are compelling stories to share with consumers about the cultivation of grapes and cannabis flower. There's also, therefore, a huge benefit for both industries to bring consumers to the winery or the grow to be able to build brand loyalty by seeing the production process and the lifestyle up close and selling through direct to consumer models."
"It's hard to know where to start because there are so many challenges, more so than the alcohol industry dealt with at the end of Prohibition, because there had been a system in place before to improve on. Really, the biggest challenge is education and awareness about the new system, so that the industry members understand how regulation works and the regulators figure out how to encourage buy-in from the industry to make it a successful transition from the black market. The problem with the "regulate it like alcohol" campaigns is that very few in the cannabis industry understand how regulated alcohol actually is, so there's a certain shock value upon discovering how many regulatory hoops alcohol licensees must jump through. The wine industry in California has done a great job balancing the need of regulation to protect the public, to create confidence in the product integrity and to collect taxes and fees to support the system, while also permitting business models for smaller players. The cannabis regulators are attempting to do all these things, but have the advantage of using technology in the regulations, i.e. track and trace, advanced product testing and even an online licensing portal (all things that could benefit the alcohol industry as well)."
Karli began her career in the wine industry at a boutique PR agency in Napa, learning the ropes of pitching and building media relationships while also expanding her wine education. Building her repertoire in food and wine, both professionally and personally, she quickly began exploring other aspects brand and event marketing in those fields. As her career progressed she moved to Constellation Brands, the world’s leading wine company, where she learned firsthand the importance of partnerships and cross-brand collaboration to become a top-tier marketer. Through thoughtful storytelling, pitching and partnerships, Karli landed media coverage for brands on the Today Show, and in national publications such as the Wall Street Journal, Wine Spectator and Food & Wine magazine.
During her time at Constellation, Karli helped launch a wine brand that, at the time, she didn’t know would eventually shift her career from wine to cannabis – which is where her Garden Society story begins. A former wine industry peer, Erin Gore founded Garden Society, a cannabis company focused on women’s wellness, in 2016 and shortly thereafter asked Karli to join the team to lead their marketing and communication efforts. Together and with their third partner, Matthew Bartlett, they have quickly built a well-recognized luxury cannabis brand that has garnered the interest of the Today Show, CNBC, Marie Claire, Los Angeles Times, Forbes and many more.
As she loved telling the story of wine - from vine to glass – she is even more so passionate and personally touched in telling the Garden Society story, from seed to delectable confection. As a working mom and wife to a cancer survivor, she knows the positive wellness impact low-dose edible cannabis can have on the mind, body and soul.