DAVID VERSUS GOLIATH: AN ENTREPRENEUR IS WINNING IN THE CANNABIS INDUSTRY

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Brick’s has only been open for a few months in Springfield as only the third recreational dispensary in the community of more than 150,000 people, but in that time the company’s CEO and founder, Payton Shubrick has learned much.

“The market is changing and consumers are being clear about what they want and don’t want,” she said.

She sees growth of her business and competition with other cannabis retailers as a marathon, not a sprint.

“As a true mom and pop shop, it’s an exciting time now that we are open but at the same time the race is just starting,” she added.

Shubrick represents an ideal that state legislators sold when crafting the laws governing recreational cannabis sales: a woman, a local entrepreneur and a person of color. Shubrick is running the only dispensary in Springfield that is not a large corporation with outlets in other states.

While she may represent the concept that the cannabis business is open to people wanting to start a business, the facts say those interested in going into the industry must have consider- able financial resources.

Shubrick knows that 6Brick’s has to be different to attract a customer base and said, “I think at the end of the day it’s the philosophy we’ve had from the beginning: cannabis is part of a wellness routine.”

The reasons people are interested in cannabis frequently revolve around “stress, sleep and anxiety,” she added. She views her business as a “boutique” and she and her staff treats customers as “family members.” Online reviews indicate that approach is appreciated. Advertising and marketing are great- ly regulated in Massachusetts for recreational cannabis sales and Shubrick said that she relies on “guerilla” marketing efforts as well as building customers through word-of-mouth. For instance, 6Brick’s has recently hosted two pop-up events in the store with cannabis suppliers and co-hosted an Ugly Sweater Christmas Party at White Lion Brewery in Springfield. The dispensary asks people to join its mailing list to learn about events and special pricing and Shubrick is excited about launching “direct communications” with customers through emails and texts.

She recently hosted 1998 Heisman Trophy winner and member of the Miami Dolphins Ricky Williams, a nationally known cannabis advocate, who now has his own line of “Highsman” cannabis products.

Being part of a community is emphasized at 6Brick’s with a bulletin board listing other local businesses and what they are doing.

Emphasizing the wellness aspect of cannabis, the dispensary works with health professionals as well to provide advice for customers interested in learning more. She noted these professionals have been working with veterans’ groups about the wellness benefits of cannabis and there are regularly scheduled “Wellness Wednesdays” at which people can privately discuss their health needs.

Shubrick noted the commonwealth is undergoing an effort to try to address the fact the costs of the business frequently rule out local entrepreneurs with a social equity fund, but cannabis retailing “takes a lot of money and favors deeps pockets.”

In her own case she noted how slowly government reacts in cannabis regulatory actions. A simple change of address from her original location to a new one took six months to process. She also expressed concerns about the rules concerning delivery services and how they could affect the profitability of such businesses.

While Massachusetts dispensaries have seen many people from neighboring states cross the border to legally purchase cannabis, Shubrick knows that changes are coming.

“The reality does make you nervous,” she said. Legal recreational cannabis in New York and Connecticut will have an impact on Massachusetts businesses, she added.

According to the Connecticut state website about recreational cannabis, “The supply chain must be entirely licensed before sales can begin, including stores, testing labs, and growers, and there must be enough growing capacity to supply the retail market. The governor has directed each state agency to work to implement the law quickly and responsibly.” Published reports have noted recreational sales may start as soon as Jan. 10.

New York media outlets, have 36 dispensaries licenses have been approved with seven of those in the Albany, NY, area. State officials believe some of those businesses may open before the close of 2022.

6Brick’s and other Massachusetts businesses will have to be competitive, Shubrick said, with better selections and prices.

Shubrick sees her involvement in this industry as an “on-going education” and that idea is reflected in how the dispensary conducts its business. 6Brick’s is located at 1860 Main St. and is open 9 a.m. to 9 p.m. seven day a week. Its website (www.6Bricks. com) lists specials and activities.

STORY BY DAN MCCARTHY IG: @ACUTALPROOF