From Red to Pink - Part IV: THE BINARY, MY FIRST TOWNHALL, & PARTIES
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THE BINARY, MY FIRST TOWNHALL & PARTIES: During this unique time of learning about the cannabis industry, I was invited to many “parties.” It was at these sorts of joint-overloaded, alcohol-free cannabis marketing "activations" that I not only developed an interest in the challenge of branding and marketing cannabis, but where I also started to notice the great divide, or dispensary binary, of cannabis - “Trap” versus “Corporate."
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With what seemed to be no in-between, one would assume an establishment or brand was either “Trap” begrudgingly transitioning to corporate aesthetics, or that a clearly corporate establishment was attempting to either fabricate, commodify, or caricature a legacy “Trap” experience. I remember a big staff meeting at Red erupting into laughter at, rather than with, a youthful coworker of mine who called her illicit industry experience “The Trap.” Thankfully she didn’t pick up on it then, but it told me the opinion of the corporate world in which I found myself employed. She was a great asset to the company and a bit underestimated. Thankfully for both of us, we had a great manager who, to this day, I count as one of the best mentors I could have ever hoped to meet along my way.
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That manager was truly a model amongst upper-management, but don’t get it twisted - “Red” was a hub of powerful, professional women of all kinds. They set a huge example for me, but were also a constant reminder of the mother I lost. Unfortunately, I have not worked in an even remotely similar environment since. Red never bragged or marketed any women-run angle, it just was. Women have great buying power, and Red saw that without trying to exploit the female employee count to gain women’s trust because, again, good people work there who truly care about the quality and accessibility of this industry. Here’s more about why you can’t change my mind.
Speaking of women, some say Red made a mistake prioritizing “Chardonnay Moms” over “The Culture.” While I’m inclined to agree, the return customer is the key to brand longevity, and the reality is you can’t please both in a binary - especially when these misrepresented extremes insist on being sold to in a certain way, and separately at that. It was something like a family that doesn’t want to be seen together, but who are undeniably cut from the same cloth. I saw Red trying to bridge this gap by focusing on a varied product selection in a clear, compliant, neutral environment. They strategically chose to give customers the tools to decide for themselves with knowledgeable hospitality at their behest.
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My first town hall at Red doubled as my first eye-opening experience at the company. There was always a tense vibe at these, like a school cafeteria, where cliques came together separately to see and be seen; to discuss and react safely amongst familiar departments. My own department would cluster together and always huddle somewhere offside in a back area that always seemed so far away. It was super weird, so I made it a habit to not do that and sit wherever I wanted. After all, aren’t the most promising students always seated in the front row? What were the others in my department afraid of? Did they know something I didn’t, and if so, why not tell me? I guess I’ll never know.
A simple projector setup to present on a grand white wall behind a single elevated platform usually defined the space; it had a minimal yet communal vibe. One of the co-founders was introduced and provided an update that felt more like a pep talk, even at one point hyping the undertaking of acquiring licensing in what "will be the biggest cannabis state after California.”
“Can anyone guess?” He asked the room. I already knew the answer, and yelled out amongst the verbalized guessing that it was Texas. “Texas.” He knelt to the ground in a victory-pose-meets- someone-getting-Smirnoff- “iced” at a college party. I felt a spark though, because I knew a great deal about Texas, the cannabis cultures there, and that my hometown in particular (the fourth largest city in the United States), has basically no zoning laws - a great perk for cannabusiness. I couldn’t wait to help Red navigate my home state someday!
However, this spark was diminished shortly after the introduction of the newly hired CFO - further emerging as the main purpose of the town hall. I recalled a few days prior when one of my coworkers urged us to read the report freshly filed by the previous CFO in a new lawsuit. I knew nothing about it, but I was still curious to meet the replacement and see what he had to say. I am going to do my best to communicate the unbelievable farce that happened next.
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Now, I realize it takes all kinds to make the world go ‘round, but this man, who had come from and facilitated some serious growth phases for at least four major companies before his entrance into cannabis, well - he decided to make a video short. Not just any short, but a deep-fake, dubbed-over Star Wars video presentation. Yes, you read that right. I wish I was kidding. The lights dimmed and before our eyes, projected on the grand white wall, was combined footage of Sith lords Darth Vader and Kylo Ren with his face in place of theirs, complete with personally dubbed commentary.
This really happened. Vice-style editing attempted to parody and liken his current position to a force-choke scene from The Force Awakens, wherein Kylo Ren has a sudden outburst at the news that “a droid stole a freighter” with help, causing him to destroy a switchboard-looking control panel wall in front of him with his lightsaber, much to the messenger’s clear horror. Well, that’s what played - no - happened to us, over and over again; a different “punchline” for each gripe he clearly felt over things, like the amount of money departments would ask for in budgets and benefits, all to our apparent shock and confusion. It was not funny.
My jaw actually dropped at his version of a force-choke scene when he dubbed “You only have what you have in the first place because I GIVE IT TO YOU!” Needless to say, I was shocked at this borderline fascist display, and remember feeling some relief at the then-frantically whispering coworkers and co-founders who had just glowingly introduced him. This was clearly a person hellbent on letting the company know no one knows what to do better than he, and that listening was for Jedi scum. Any Star Wars fan knows Jedi are not perfect anyway, but come on - we are people, employees, not clones.
I was not sad to see him go some months later, that’s for sure. Even if he was acting in the best interests of the investors of the very public company, I watched my father be a CFO my whole young life and he never had to do things that way. It’s just not professional, nor is it leadership, which I soon learned an impressive resume doesn’t guarantee. What a trend this would turn out to be in the future.
Tune in next week for Part V: Spies, Succulents, & LOOK MOM I’M ON TV,’ where I close out my time at Red - featuring how weirdly normal seeing where you work on TV is, a lesson in aesthetics, and… spies?! “Pink” era starts after that!
