If you’ve been following my journey, you’ll know that my experience at Grasslands in 2019 was a monumental career highlight for me. It was an overwhelmingly emotional and transformative period, both personally and professionally, marking a defining moment in my career.
I’m ecstatic to introduce you to a remarkable woman, Jill Brogan, who played a pivotal role in my journey. Jill has been my right hand, helping me navigate various milestones and creating many unforgettable moments in my career.
As we move forward, we’ll take you on a captivating journey through the history of Jill’s and my collaboration, leading up to our triumphant experience at Grasslands 2019. Together, we’ll stroll down memory lane and uncover the remarkable adventure that has profoundly impacted both our lives. Stay tuned as we unravel the story behind our inspiring partnership.
Grassland 2019
Grassland 2019, was an event that made history. For those who may not be aware, this festival marked a pivotal moment as our company became the first ever to legally and compliantly sell cannabis at a mainstream music event. The path we took to reach this milestone was anything but easy, filled with twists and turns. I’m eager to share this incredible story of perseverance and determination with you all, and it’s important to acknowledge the significant role Jill played in our success.
The History
Let’s travel back to 2017, when Martin and I made an investment in a cannabis vending machine company. The vision was to create standalone vending machines to facilitate transactions in various locations, such as dispensaries, concert venues, or even backstage at events. At the time, legalization hadn’t happened yet, so we had some wiggle room to work with.
When I received the first functioning vending machine at my store, Blüm Oakland, I was amazed by the innovative concept. Martin and I brainstormed the idea of placing the machine at the back of the Fox Theatre, so concert crews and roadies could access their cannabis medicine with ease. I invited the promoters of the Fox Theatre to check out the machine at Blüm Oakland, and although they were impressed, they didn’t believe it would work at the theatre. However, the conversation led to discussions about Outside Lands, sponsorship dollars, and the potential to bring cannabis to the mainstream event scene.
Pioneering Cannabis Sponsorship and Navigating the Legal Landscape
In 2017, our company became the first cannabis company to sponsor Outside Lands, creating a unique opportunity for us to work together without compromising their banking or relationships with other sponsors. After the event, we focused on building relationships and understanding the legal landscape of Prop 64. We hired Townsend Public Affairs as our lobbyists to guide us through the necessary legislative changes, with the hope of inspiring other industry leaders to follow suit and make a positive impact on the industry.
With the help of Assembly Member Bill Quirk, we achieved our goals while simultaneously convincing the festival that we were the right people to bring cannabis to their music festival. In 2018, we agreed to create an education-only space for Grasslands, carving out an area for festival-goers to learn about cannabis and facilitating limited delivery options to comply with existing laws. Jill, my go-to events person, played a crucial role in managing this complex process.
Perfecting Our Strategy and Setting the Stage for Success
As we looked forward to 2019, Jill and I were determined to make cannabis sales a reality at the festival, while maintaining our high standards and representing the industry positively. We were aware that any missteps could tarnish our reputations and negatively impact the industry. One of the strategies we devised involved partnering with CannaCraft to facilitate transactions for their Emerald Cup activation in December 2018. This partnership provided valuable experience as we set our sights on making history at Grassland 2019.
Jill’s experience
Jill distinctly recalls the limitless approach they took leading up to the event, encompassing conversations with sponsors, pitching ideas, and selling our vision. It was about executing the vision and convincing people that they could pull it off. The deep relationships Jill had within the community played a significant role in pushing their initiative forward. With the support of prominent brands like Pax, CannaCraft, Sunday Goods, Barbary Coast, Kiva, True Terpenes, and Cookies, it was clear that they believed in her groundbreaking project. The fact that this wasn’t a small festival only amplified the importance of their investment in her venture.
These early sponsors had faith in something that had never been done before, and it was largely due to the relationships Jill had built. The excitement of being a part of something new and provocative was undeniable, and the industry was ready for it. With the recent legalization, the question on everyone’s mind was, “Why can’t we do this?” And Jill was the one who convinced them that they could.
Elevating the Cannabis Industry at Outside Lands
I started by reflecting on the event’s high costs and the immense effort it takes to build a temporary city in a park, only to dismantle it two days later. The engineering, environmental impact, and construction knowledge required for the event space blew my mind. As members of the cannabis industry, we hadn’t been invited to events like this before, where we could see the sponsorship fees paid by major corporations like Chase and Visa.
For me, personal relationships were critical in breaking into this space. My connections helped us get to 2018 and led us into 2019. I gave a shout-out to Kiva, the first brand to sign on to our project. I knew that if I could get one brand on board, I could probably get others as well. Christine and Scott from Kiva, your early support was instrumental in making this project a reality.
Sophisticated Brand Activations Transform the Cannabis Event Experience
One notable difference between Outside Lands and other events we’d participated in was the higher expectations for brand activations. This wasn’t a simple 10×10 pop-up; everything needed to be an experience, and brands had to step up their game to meet these new standards.
Jill agreed, adding that these higher expectations pushed the cannabis industry forward. The more sophisticated activities at Outside Lands, set against the backdrop of the festival’s natural environment, inspired creativity and showed the industry what was possible. This transformative experience proved to be a turning point for cannabis brands looking to make their mark on the mainstream event scene.
Having the Right Staff in a Cannabis Event
When I sold Blüm in 2017, I was still loosely involved and had access to a retail permit and staff. This proved to be crucial for our success in the cannabis event space.
One thing I realized is that the way you treat your staff in this industry is critical to the projects you can complete. If I hadn’t maintained good relationships with my staff, I wouldn’t have had the workforce to put together an event like this. I’m proud to have treated my budtenders right and maintained relationships even after no longer being the owner, which allowed me to ask for their help when needed, and they showed up and delivered.
The Importance of Teamwork in Cannabis Events
Jill has observed our events and shared her thoughts on the importance of having a solid team. She emphasized that you can have all the vision in the world, but if you don’t have people who will show up and bring their A-game, then you won’t achieve much. She also pointed out that the budtending staff is a crucial lifeline, as they engage with customers and can have conversations about the product like no one else can.
During one of our events, we had around 60-65 staff members between retail and distribution, which was impressive. The setup was well-executed, just as planned, despite all the other activities going on at the Emerald Cup. This demonstrated the power of teamwork and how a committed group of individuals can come together to make a successful event in the cannabis industry.
Lessons we learned from Emerald Cup
During our time at the Emerald Cup, I noticed that our sales area wasn’t the most visually appealing compared to other areas. Although it was functional, I realized that we needed to step up our game. I vividly remember showing my colleague Jill around the different areas, and we both saw an area that looked like a luxurious Vegas Strip hotel with incredible lighting and displays for the product. After taking it all in, we walked back to our own sales area, which was plain and functional, and had a breakthrough conversation about what we wanted to achieve.
At the time, we were going to be business-to-customer (B2C), and we had planned to handle sales through a long line of people waiting to be served at a central hub. However, I had an entrepreneurial moment of insight where I realized that Highlands was about the beat, and that was our niche. I called the owners of Canna Crafts that night and explained the change of plans. They were understanding and down with the new vision.
That morning, before we opened on Saturday, we completely changed the way we were going to conduct sales. It was a last-minute shift, but we had to adapt to the situation. Instead of having all the point-of-sale (POS) systems and their chargers ready to go behind a gigantic bud bar, we took those kiosks and started plugging them into the activations for each individual brand. This was a critical moment because we represent the cannabis company and the brand, not the customer, so we needed to blend our staff into each different brand activation.
Obviously, there were a lot of challenges with this new approach. Did we order enough change? Did we bring enough T-shirts? But we were scrappy and managed to make it work. At the end of the day, the brands were supportive of our changes and understood that we were doing what was best for the business.
Applying Knowledge to Outside Lands
The lessons we learned from the Emerald Cup were invaluable. When we took on a similar, but much larger, activation at Outside Lands, we applied the knowledge we gained from the Emerald Cup. We volunteered our time, energy, and expertise to learn as much as we could, even if it meant barely covering our expenses.
One of the key takeaways was how to deal with change effectively. We rounded up or down to the nearest $5 mark and found alternative ways to conduct sales when necessary. We also did a deep dive into how to maintain internet connectivity and which POS systems were clunky or graphic-heavy. Additionally, we learned how to move products efficiently between retail and distribution and how to store temperature-sensitive items overnight.
The Importance of Staffing and Compliance
Jill’s point about staffing was a major takeaway from our experience at the Emerald Cup. While we had a solid team for the event, we quickly realized that staffing would be even more crucial for Outside Lands, which was going to be much bigger. Compliance was a major factor, as we had to onboard everyone correctly and ensure they were on payroll with proper taxes and workers’ compensation. This was a significant undertaking for a one-off event, unlike the routine staffing for a dispensary.
One of the most significant challenges we faced was fatigue among our staff. Being on their feet all day, especially at a multi-day event like the Emerald Cup or Outside Lands, can be extremely exhausting. It’s also not uncommon for some staff to drop out after the first day, making it essential to account for that percentage in our staffing plan. Additionally, lunch breaks were another concern, as the long lines for food meant staff would take longer than their allotted time, disrupting our schedule. We had to figure out how to stagger schedules and make sure everyone was fed without wasting too much time.
Putting Our Lessons into Action
One thing to note is that the laws and regulations around staffing for cannabis events were different back then. We had to navigate restrictions on who we could hire, whether they could be temporary or consultant staff, and if they had to work for us or the brand. These restrictions have since eased, but we had to work within those limitations at the time.
Staffing was a critical aspect of our success at the Emerald Cup and Outside Lands. We learned the importance of compliance, proper onboarding, and accounting for fatigue and breaks. While it was challenging, we were able to navigate the restrictions and create a strong team for the events. Our experience at the Emerald Cup was invaluable in preparing us for Outside Lands, and we were able to use those lessons to make the event a huge success.
Obstacles in Staffing for Cannabis Events
Back in the day, about four years ago, there were some significant restrictions and obstacles that we had to deal with when it came to staffing events. One of the biggest challenges was that we had to submit the full names, driver’s license information, and credentials of all our staff members, and assign them an employee number days before the event. This was particularly challenging when hiring temporary staff for an event, as it often happens at the last minute and some people fail to submit their information on time.
Additionally, we were not allowed to make any changes after submission. If someone fell ill or couldn’t make it to the event, we were stuck with a shorter staff list. Thankfully, this has changed now, but at the time it was frustrating to deal with. Our experience at the Emerald Cup taught us the critical importance of staffing and compliance, and we were able to use that knowledge to navigate these challenges and create a strong team for events like Outside Lands.
What do the daily operational days look like?
Building an event from scratch is a massive undertaking, especially when city regulations can change the game at any moment. That’s why, when we were preparing for Outside Lands, we put a lot of effort into understanding all the moving parts. As Jill recalls, we had whiteboards all over the office with mind maps showing how everything intersected, and the timelines that had to be followed. It was crucial for us to be on production calls with Outside Lands and attend sponsor calls to ensure that the legality of the product and the movement was being handled correctly. We had to figure out how to work with Outside Lands to ensure adequate coverage and product distribution. It was a lot of work, but with a great team, we were able to keep things moving.
As we were juggling all of these details, I found myself taking on a lot of stress. I felt like I had to deliver at 110% all the time, which put a strain on my personal relationships. It was difficult to show up as a mother the way I wanted to, and the physical toll it took on me was significant. In fact, I got pregnant during this time, but the stress made me miscarry. I know that I’m not the only woman in this industry who has gone through something like this, but we don’t often feel comfortable talking about it. I wanted to share my experience because it’s important to understand the sacrifices that the early pioneers in this space have made. We demand space and equity now, but we must acknowledge and honor the sacrifices that have brought us here.
The help we never knew we needed
It was an exciting time, and everyone was watching as we prepared for Outside Lands. We had some great friends who came out to help, and we are grateful for their support. Peter Houston and the Northern Knights team were among them, and they were a huge help. Peter helped us with contracting and mind mapping the contracts, while Derek Spence was instrumental in how we communicated with the festival. With their festival expertise, they were able to help us understand festival terminology and translate our needs to the festival organizers.
It was a critical component that we didn’t even know we needed until they showed up. They helped us get extra power, porta-potties, storage, access to trailers, and more. We couldn’t have done it without them, and we’re forever grateful for their help. If you get the chance, definitely check out the Northern Knights Music Festival – it’s a blast!
Navigating San Francisco’s Regulations for Cannabis Sales at Outside Lands
As the event coordinator for Outside Lands, I had to switch gears when San Francisco dropped their regulations for the event. Initially, the plan was to use my Oakland retail license to facilitate the transactions for the cannabis brands. However, the new regulations stated that a San Francisco retail license was required, and a minimum of three had to be used. I realized that this was not a retail-focused event but rather a brand-focused one. The brands were paying for sponsorships and needed to be the ones selling their products at the event. But retailers could not afford the basic hard expenses required to be there.
It was a massive challenge to make it all work, but I managed to do so. I called every friend I had with a San Francisco retail license and explained the situation. I personally guaranteed that they wouldn’t lose any money and promised to cover any tax issues that may arise. It was my commitment that got her the three licenses she needed to execute the event.
Jill recalls how complicated it was to sort out the contracting and which brands were on which license. It wasn’t just three licenses; it was twenty-nine times more complicated. The regulations were well-intentioned but proved to be a test for everyone involved.
How to Deal with Regulations and Regulators
I’ve experienced firsthand how difficult it can be to work with regulators. In my experience, many regulators don’t necessarily understand the business, and they often put in requirements that don’t fit the festival model. As we were trying to get our licenses for an event, we had to navigate three different license and policy happenings: the state check, the city check, and the state license. It was a complicated process, and we had to submit a lot of documentation. But even after we had done everything we were asked to do, we still ran into problems.
The woman who was assigned to work with me from the state of California and I had a difficult working relationship. Looking back, I realized that my vibe and energy were off during our first phone call, which likely set the tone for the rest of our interactions. It’s important to remember that regulators are human too, and they bring their own experiences and perceptions to their interactions with you. If you come across as difficult to work with, they’re likely to reciprocate that energy.
Political Pressure and Lessons Learned in Working with Regulators
In our case, Jill, I, and the rest of our team were able to resolve the issues with the help of our compliance manager and some political pressure. When the regulator came back and requested additional changes to our event, I was frustrated and angry. But I quickly realized that I needed to call on my political connections to get things moving. With the help of some powerful lobbyists and political figures, we were able to escalate the issue to the office of Gavin Newsom, the governor of California. And in the end, we were able to get our permit just in time for the event.
This experience taught us some important lessons about working with regulators. It’s important to be mindful of your interactions with them and to find someone with the appropriate presence if you don’t feel comfortable handling things yourself. And if all else fails, remember that political pressure can be a powerful tool in getting things done. But as I learned, no political capital comes without a cost.
Success and History-Making Moments
At the end of the day, the event we put on was such a beautiful, wonderful, gorgeous experience. And I say that because Jill and I have very high standards, and I have to tell you, it was honestly such a vibe. Everyone there knew they were making history, and they were so stoked to be a part of it. The pride and sense of ownership that everyone felt was incredible. The media coverage was also amazing, with articles from the Bold Italic and even the LA Times. It was just article after article with nothing but the best reviews, saying that Grasslands is the cleanest and the best. From a career standpoint, this was a huge win for me. When you give 110% of yourself to achieve something, and you actually pull it off in a way that meets your expectations, that type of win is unbeatable.
During the event, Jill brought up an important point that I hadn’t mentioned yet. It was the first time for legal sales and consumption of cannabis at a major music festival. This was a huge milestone for the industry, and it was a moment that we were all incredibly proud of. We created these incredible spaces, with platform lounges and DJs, where people could consume without any fear or paranoia of security. It was a relaxed and enjoyable atmosphere where people could light up or have an edible and just vibe out. This was a breakthrough moment for the cannabis industry, and it felt amazing to be a part of it.
Challenges and Compliance
The whole event-organizing process wasn’t without challenges. One of the consequences of us putting political pressure to get the permits was that we had to deal with a crazy loading time which caused a huge delay. Later, we received an email from the DCC which wanted to audit us, and not just the usual books and records, but every single email we’ve ever sent. It felt offensive because we had put in so much effort already. So, we complied and gathered all the emails and files, which took days.
However, even after submitting everything, we got zero responses back. We followed up for months, but there was no reply. I still wonder to this day why we never heard back from them. Maybe they weren’t expecting us to have so much material, or they just did it to rattle us. It was salt in the wound dealing with regulators from that perspective.
Jill added that we had to jump over many hurdles to achieve all the firsts they did, but it was satisfying to end the year with a clean compliance record. There was only one minor violation, which was due to someone’s license being tied to someone else because of a staffing shortage. The fact that the state agency asked for all the files and still couldn’t find anything wrong was deeply satisfying. It proved that the team was high-functioning, tight, and compliant. The confirmation of their integrity was a cherry on top of all the firsts they achieved throughout the year.
Playing by the rules was crucial for the success of the event. Despite the financial setbacks, it was worth it for the peace of mind it provided. By complying with regulations, I , Jill and the rest of the team were able to enjoy the event without anxiety. If we had cut corners or engaged in any shady business, it would have tarnished their reputation and ruined their year.
The fact that they were able to provide all the required documents and emails without any issues was deeply satisfying. It demonstrated their integrity and proved that they had nothing to hide. The extra work and annoyance of the audit were worth it in the end because it made the event even more special. The fact that the authorities were taking a close look at their work was a testament to the quality of their product and the event.
What to Learn More about Jill and our conversation? Listen to the Episode:
If you’re competing, or you’re thinking about competing for a license, but you don’t know where to start, I went ahead and cleaned up all of my application material, and updated a lot of it and you can get your own copy here: https://highsalwa.com/business-downloads. It is what I use to win licenses in multiple different markets. I have cultivation, production and retail that’s currently available and I’m looking forward to adding more to give you a head start.
