FLORIDA SUMMER 2022 GET OUT Three destinations to whet your wanderlust HUMBOLDT Tour California’s Weed Country like a local RINCÓN Puerto Rico’s best-kept secret is making waves DENVER Treat your brain with a trip to Meow Wolf
wholove cannabiscalling all women CONNECT WITH YOURSELF AND OTHERS IN CITIES AROUND THE GLOBE TOKEATIVITY.COM/CONNECT
Meow
FLORIDA SENSISUMMERMAGAZINE2022 ON
16 THE
30 Prueba
keep you
The Green Room has a plan to help both local patients and visiting tourists enjoy Puerto Rico’s elevated experiences. la Vibra Green Room tiene un plan para ayudar tanto a los pacientes locales y los turistas visitantes a disfrutar de las experiencias elevadas de Puerto Rico. the Dopamine Wolf is here to help alter your state of consciousness through immersive art. of the People Ruby founded her HR consulting agency to help cannabis businesses and workers grow together. News, and tidbits to in the loop Global artists take to the future this summer. beach reads (for free) to the Libby app HEMP HOORAY KushCon comes to Florida for the rst time with 500+ exhibitors. WITH A MISSION Co ee with a conscience at Downtown Credo LIFE Contributing to your health and happiness REAL DIRT Patrick King aka “Soil King” shares the wisdom he’s gained from years as a man of the earth. IN THE ROUGH Humboldt Social helps tourists discover California’s Weed Country. END Lady Buds elevates women in cannabis as the industry faces a drop in female execs. THE COVER Get away from the Florida heat with three cool destinations
DEPARTMENTS 11 PUBLISHER’S NOTE 12 THE BUZZ
HEMP,
JAVA
ARTECHOUSE MIAMI
THE
42 Power
you
SUMMER PLAYLIST Best
EMERALD
tips,
FEATURES 24 Check the Vibe
thanks
@sensimagazinesensimediagroup@sensimag 36 SUMMER 2022 SENSIMAG.COM 7
36 Follow
The
Alexandra
50 THE
EXECUTIVE Ron Kolb ron@sensimag.comFounder Stephanie Graziano stephanie.graziano@sensimag.comCEO ADVERTISING Toni Tardif National Sales Director Jade Kolb Social Media / Global Recruiting PUBLISHING Jamie Cooper Market Director, Michigan Richard Guerra Market Director, Massachusetts Nancy Reid Market Director, Florida EDITORIAL Stephanie Wilson Co-Founder + Editor in Chief stephanie.wilson@sensimag.com Doug Schnitzspahn Executive Editor Tracy Ross Managing Editor, Michigan Debbie Hall Managing Editor, Spark Jenny Willden Managing Editor, California Will Brendza Managing Editor, Colorado Radha Marcum Copy Editor Bevin Wallace Copy Editor DESIGN Jamie Ezra Mark Creative Director jamie@emagency.com Rheya Tanner Art Director Wendy Mak Designer Josh Clark Designer Miguel Martinez Designer PRODUCTION Neil Willis Production Director Richard Guerra Digital Production MEDIA SALES CALIFORNIANancyBirnbaum Media Sales Exec. COLORADONancySeidel Media Sales Executive Amy Sharp Media Sales Executive Tyler Tarr Media Sales Executive AnthonyFLORIDA Mckenzie Media Sales Exec. JakeMASSACHUSETTSBoyntonMedia Sales Exec. EricMICHIGANLutey Media Sales Executive Kyle Miller Media Sales Executive Will Oostendorp Media Sales Exec. Leah Stephens Media Sales Exec. OKLAHOMALeviClarkMedia Sales Executive Samantha Grigsby Media Sales Exec. PUERTO RICO Piper Emory Media Sales Executive ADVISORYNATIONAL BOARD NCRMA Risk Management ADVISORY BOARD ColoradoCOLORADOCannabis Company THC Co ee Concentrate Supply Co. Recreational Concentrates Higher Grade Boutique Cannabis Lab Society Extraction Expert + Lab Supplies marQaha Sublinguals + Beverages Monte Fiore Farms Recreational Cultivation Source CO Wholesale Consulting Terrapin Care Station Recreational Dispensary Uleva Hemp Products Witlon Inc. Payroll Processing MICHIGAN Arono Law (Craig Arono ) Licensing Law Firm Cannabis Counsel Cannabis Law Firm Etz Chaim Attestations Grapp Lerash Accounting/CPA Services Great Lakes Natural Remedies Lakeshore: Provisioning Center Kush Design Studio Cannabis Facility Design & Build MRB Solutions Human Resources Northern Specialty Health Upper Peninsula: Provisioning Center Pure West Compassion Club Caregiver Connection & Network Rair Medical Flower Solutions by Dr. Dave West Michigan: Hemp CBD Helping Friendly Hemp Company Hemp Topicals CornersMASSACHUSETTSPackaging Packaging Green Goddess Supply Personal Homegrown Biochamber The Holistic Center Medical Marijuana Evaluations Revolutionary Clinics Medical Dispensary Royal Gold Soil Tess Woods Public Relations Public Relations Vantage Builders Construction CALIFORNIARedDoorRemedies Dispensary: Cloverdale Uleva Hemp Products Witlon Payroll SUMMER 2022 SENSIMAG.COM 9
We are also in the midst of an exciting revival of our brand and there are many bold changes afoot here at Sensi. In these new summer print issues of our magazine in all markets, you will see a renewed focus in support of brands who represent the roots of this industry. We are celebrating people like Patrick King, who was incarcerated for his belief in cannabis, but now stands at the forefront of a renaissance. King, along with others know the potential cannabis has to heal those suffering from chronic pain to combat-induced PTSD, and we advocate for him and his vision for the healthy cultivation of the plant. This is the future. Sensi is committed to connecting you with the important voices in our community and to celebrating the value they bring to our everyday lives.
One disturbing trend in the cannabis industry, however, is a falloff in the number of women and people of color who serve in executive positions. We are proud to be heading in the opposite direction. There is a plurality of women in our top-level positions, and we see women as thought leaders in the business and drivers in dismissing tired old stereotypes about cannabis—and we intend to lead the way in bringing more women and people of color into important roles in the industry. We must prove that this industry can set an example that all should follow.
GrowInnovateListenLead Sensi will continue to be a leader in building our community and serving you at the highest level. We look forward to bringing you along on this journey. We want Sensi to be the leader as the wellmedicine,nationentireopensitsarmstocannabistheindustryandinnovationsinthescience,asasnewimportantusesfortheplant.
Magazine published monthly by Sensi Media Group LLC. © 2022 Sensi Media Group. All rights reserved. SOCIALFINDUSONMEDIA somenewsofnewsfeedGroupLikeFACEBOOKSensiMediatoinfuseyourwithmoreourgreatcannabislifestylecontent.TWITTERFollow@sensimagforneed-to-knowandviewsfromSensiheadquarters.INSTAGRAMPrettythings,prettyplaces,prettyawe-people:nditallon@sensimagazine.
stephanie.graziano@sensimag.com SUMMER 2022 SENSIMAG.COM 11
At the Cannabis Business Awards June 2022 in Miami, Sensi had the honor of winning “Most Influential Media Source” and we couldn’t be prouder. Ever since we launched in 2016, we have been working both to reimagine the perception of cannabis culture and keep a finger on the pulse of trends and new directions in the industry. We want Sensi to be the leader as the entire nation opens its arms to cannabis medicine, the industry, and innovations in science, as well as new important uses for the plant.
PUBLISHER’S NOTE A
12 FLORIDA SUMMER 2022
Research from Wayne State University School of Medicine summarizes nearly two decades of work on the topic and confirms that it’s not endorphins but rather endocannabinoids that are the star of the show. “We found that exercise consistently boosted endocannabinoid levels across studies,” says Hilary A. Marusak, a neuroscientist at the university. “The effects were most consistent for a chemical messenger known as anandamide—the so-called ‘bliss’ molecule, which was named, in part, for its positive effects on mood.”
UNSPLASHVIAGREENATLASBYPHOTO
And it turns out you don’t need to go running to experience runner’s high. Running, swimming, weightlifting, and cycling are all shown to deliver a boost in endocannabinoids. What matters most is the level of intensity. Push yourself hard enough, and your body rewards you by flooding your system with cannabis-like molecules of bliss.
With exercise, your body produces its own cannabis-like molecules of bliss. So, by now you’re probably familiar with cannabinoids—they’re the compounds in the cannabis plant that are responsible for its effects. THC is the one responsible for the psychoactive “high.” CBD is the one with all sorts of medicinal benefits. And those are just two of more than 128 phytocannabinoids (“phyto” meaning “produced by a plant”) in marijuana. But did you know that our body produces its own cannabinoids as well? Called endocannabinoids (“endo” meaning “of the body”), these tiny molecules of lipids circulate in the brain and body, working on receptors to cause a variety of effects, maintaining balance in the brain and body in a process called homeostasis. If you’ve ever experienced the elusive buzzy, euphoric I-can-do-anything feeling at the end of hard exercise known as the runner’s high, you have your endocannabinoids—not your endorphins—to thank.
Runner’s High
The Hate U Give by Angie Thomas Tears were running down our faces just 10 minutes into this YA novel about a teenage girl grappling with the very adult topics of racism, police brutality, and privilege
Hall, Stephanie
An author locks down with friends, lovers, and rivals and lives to write ction about it.
TEAMLABBYPHOTOSLEFT
SUMMER 2022 SENSIMAG.COM 13
The Friend by Sigrid Nunez
CONTRIBUTORS
A literal lol modern metaphor involving a giant snake eating the ultra-wealthy denizens of Palm Beach.
cannabiswhichconsumeAmericanscannabisinsomeformaccordingtoMRI-Simmons’ndingsfromitsNationalCannabisStudy,capturesthefullspectrumofuseacrosstheUS.
Art + Tech + House = Artechouse, which calls itself “the nation’s rst innovative art space for art and technology.” The art incubator is supporting and working with experiential, tech-driven art, merging art, science, and technology to stimulate the senses.
You have until August 31 to check out “Renewal 2121,” an Artechouse original production created in collaboration with artists from around the globe—including visual designer Yuya Takeda, scenery from Design Foundry, and music by Mario Hammer and the Lonely Robot. Together, the artists utilize the power of creative technology to transport experiential-art-goers to an imagined future 100 years from now where they traverse through a cyberpunk cityscape, an interactive market, a busy data center, and a taiko drum experience to nd nature blooming in the most unexpected places.
26 PERCENT of
Libby is the free library app that makes borrowing a book (digital or audio) way easier than baking a pie. A library card and a few taps of your ngers are all you need to access your local institution’s digital catalog. Here are some suggestions from our recent Libby history.
Artechouse Miami
The Incendiaries by R.O. Kwon What would you do if your college girlfriend joined a cult and blew up your life?
SUMMERPLAYLIST
Our Country Friends by Gary Shteyngart
Debbie Wilson
An Absolutely Remarkable Thing by Hank Green
Reminder: Dogs are the best.
The power of a post: An out-of-this-world tale involving aliens, social media, and collective consciousness wrapped up in a witty narrative that had us laughing out loud while walking the dog.
Leave the World Behind by Rumaan Alam If you booked an Airbnb in the middle of nowhere this summer, you may want to skip this book. It’ll hit a bit too close to home, and you didn’t travel all that way to be feeling unsettled all week after you’ve nished it in one day because it’s too good to hit pause.
BY NUMBERSTHE $4.6 BILLION Sales of CBD products in the US in 2020. By 2026, this market is expected to grow to 16 billion dollars in value.
$33 BILLION The accordingrevenueexpectedfromsalesofmarijuanabytheendof2022,toanewstudybyMJBiz
Squeeze Me by Carl Hiassen
kush.com/kushcon
Fantasm Orlando / Aug. 19-21 / DoubleTree by Hilton Hotel at the Entrance to Universal Orlando / 5780 Major Blvd. / Orlando / fantasmo cial.com
First for Florida
Chill
JAVA WITH A MISSION
THE BUZZ SUMMER 2022 SENSIMAG.COM 15
KushCon comes to the Sunshine State KushCon—a gathering for legal hemp and CBD brands and the wellness industry—is coming to Florida for the rst time. Browse more than 500 booths from leading hemp and CBD companies, learn about the latest in wellness and alternative health from global industry professionals, and network with prominent players in cannabis. Take part in sessions led by industry experts, media pioneers, and buyers from retailers and distributors. Guest speaker John Lynch, founder and CEO of TradeCraft Origin, will share collaborative problem solving and servant leadership strategies with the industry. And buyers and distributors will share the best ways to interact directly with consumers.
Downtown Credo / Health Village / 550 E Rollins St. / Orlando / North Quarter / 885 N Orange Ave. / Orlando / downtowncredo.com
Fantasm Orlando haunts us in the dead of summer. Fantasm Orlando, a haunt and horror convention, promises to be frightful fun, featuring horror celebrities and one-of-a-kind creepy, cool entertainment. Help the Fantasm crowd welcome Amanda Byrd, author of the Britney Cage Serial Killer novels. Other guests include Lloyd Pitts (Nightwing Killer in Netflix’s Fear Street Trilogy), Noah Garret (Skull Mask Killer in Fear Street 1994), and Jordyn DiNatale (Ruby Lane in Fear Street, and Rory in CrypTV series The Birch).
Downtown Credo blends drinks with initiatives. Downtown Credo brews co ees, teas, and other beverages as part of its Co ee and Community Initiatives. With friendly baristas and hand-crafted concoctions, the owners are committed to inspiring meaning, impact, and community. The café serves socially sourced co ee from Guatemala and Nicaragua, specially selected because the growers' goals match those of the owners of Downtown Credo. Sourcing co ee in this way means positive outcomes for the people and the environment, contributing holistically to improving co ee growers’ quality of life. Its rst co-location is inside the North Quarter Market at the base of the NORA building. The bright décor adds an energetic vibe to the shop. Its second location in Orlando is part of the Health Village at Florida Hospital. The view from its 30-foot windows inspires all who gather there. Validated parking available.
KushCon / Aug. 6-7 / Tampa Convention Center / 333 S Franklin St. / Tampa /
The Real Dirt
PHOTOGRAPHYVICARICHRISBYPHOTO
Patrick King has been in the business since the beginning. Like so many who are now at the center of the industry, he was once incarcerated for his involvement in cannabis. Like so many others, he has shucked off those negative stereotypes to become a leader, not just in this industry, but in a larger movement toward health and wellness, and away from traditional business and agricultural structures. More than cannabis itself, King has always been fascinated by and in tune to that which grows cannabis—good soil. An instrumental voice in California’s legalization movement and coveted speaker in the industry and beyond, King is the founder of The Soil King, a marketing,remediation,ing,distribution,turalincludinglegalservicesbusinessCalifornia-basedthatprovidesdowntheentirecannabissupplychainsoils,agricul-products,genetics,manufactur-transportation,retail,cultivation,packagingand
The king of soil spreads seeds of wisdom when it comes to cannabis, real organic agriculture, and listening to the child within. TEXT DOUG SCHNITZSPAHN
16 FLORIDA SUMMER 2022
LEARN MORE Soil King / soilking.com Instagram @thesoilking more. He took the time to share a lifetime of wisdom with Sensi. I was born for a purpose. That purpose is being a steward of the planet and building a platform to help educate about the planet. I’ve never grown a plant, but I have grown healthy soil that produced a plant. People always laughed at me. I have a garden center and I quit carrying all bottle nutrients. And people laughed and told me I was stupid. They said that’s the stuff that sells. I just said that’s not my future; that’s not the future of this world. Today, I have a complete team, an army of likeminded stewards of the environment right alongside me who are teaching me as I’m teaching them. If I went to a vineyard, took a leaf sample, and tested it for nants—heavycontami-metals, herbicides, pesticides—they would pop significantly. You could never apply any of that on a cannabis farm because regulation and testing in cannabis has set the bar so high that the rest of agriculture has yet to meet it. Now, everybody says that’s bad, but as a guy who has knowledge of this stuff, I love the bar being set that high. The planet needs cannabis because cannabis has set the bar so high. Cannabis is not just medicinal to us as humans; it’s medicinal to the planet. We have this world of commercial agriculture destroying the planet quickly with unhealthy poison. These commercial guys were just growing, growing, growing. Then all of a sudden, there’s this little circle in the middle—us—and now we’re growing. Now, I see all these massive companies—even totheytalkingganics.andwhatingScotts—areMonsanto,allnowturn-backwardstowardwewerescreamingcomingoutwithor-Now,they’reallthelanguagethattolduswewerecrazyevendiscussbackthen.
SUMMER 2022 SENSIMAG.COM 17
You hear people say all the time that cannabis is not addictive. Everything is addictive. I know lots of people who have to have it every morning, every day, no matter what.
There’s no segregation in agriculture. As long as you cultivate soil and you’re growing a living soil, you’re producing all the enzymes, fungal bacteria, and you’re feeding your soul. I’m not always right.
“Regulationandtestingincannabishassetthebarsohighthattherestofagriculturehasyettomeetit.…Theplanetneedscannabisbecausecannabishassetthebarsohigh.Cannabisisnotjustmedicinaltousashumans;it’smedicinaltotheplanet.
I always talk about this 12-year-old boy who’s inside of me. He’s been the only one in my life who told me I can; I will. He’s proud of me. I check in with him all the time and he reminds me that we’ve come a long way. We did this together and he’s never quit on me and I never quit on him. Your biofilm, the good enzymes your gut holds— it’s all the same enzymes the soil generates. When I’m digging in the forest on the big island, Hawaii, and I come across this certain smell and it feels so rich and so pure, I take a pinch of it and I put it in my cheek like it’s tobacco. I’m feeding my whole body and my soul with that. That’s my hospital; that’s the pharmacy; that’s everything you really need to keep yourself healthy. People think I’m crazy— but, as soon as I get that certain scent and I feel it, it goes right in my cheek.
A lot of times what I did yesterday or the day before is different from what I know now. That’s evolving. That’s being humble and understanding that we’re not perfect. We’re just striving to do good things. A journey of a thousand miles begins with a single step. I’m just happy for the journey. I don’t look down the road.
Enter EmeraldtheTriangle Humboldt County is to weed what Napa is to wine, and the good people at Humboldt Social are here to elevate your California cannacation. TEXT STEPHANIE WILSON VILLAGOMEZLEONBYPHOTO THE LIFE TRAVEL 18 FLORIDA SUMMER 2022
THE LIFE TRAVEL SUMMER 2022 SENSIMAG.COM 19
Wanna canna getaway?
coast along Highway 101. It’s a long drive, but you’ll see once you get there that it’s totally worth it.
While lumber mills and salmon canneries used to fuel the local economy, today, cannabis is the mainstay, largely on the cultivation side of things. But as interest in cannabis tourism continues to rise worldwide, Humboldt County is poised to step out of the traditional market and into the spotlight to claim the title of marijuana mecca. CNBC estimates that cannabis accounts for two-thirds of the local economy, with about 20 percent of the local population making a living in cultivation across a network of small cities, farms, and tiny agriculture-centric villages.
Humboldt Bay Social Club brings visitors together under a shared appreciation of the good things in life.
This region known as the Emerald Triangle— Trinity, Mendocino, and Humboldt counties—is to high-grade cannabis what the Napa Valley is to wine: a tentpole of the Northern California economy. By some estimates, this marijuana trifecta produced between 40 and 60 percent of all the pot consumed in America before legalization began to spread state by state.
VILLAGOMEZLEONRICHARDS,MADELINEHYLAND,DREWLEFT:TOPFROMCLOCKWISEPHOTOS
Head to forcar,orflcheap.ten,intheandtotimefavoriteicsofindustry,thenia)other(especiallysparselyHumboldtCalifornia’sCounty.ThispopulatedregioncomparedtopartsofCalifor-istheepicenterofAmericancannabisthebirthplacethecultureandgenet-behindsomeofyourstrains.It’shighyoupaidavisit.Notthatit’ssupereasygetthere.AmericanUnitedbothflyintosmallregionalairportArcata,butnotveryof-sotheticketsaren’tYou’rebetteroffyingintoSanFranciscoSacramento,rentingaandhittingtheroadasix-hourdriveupthe
All it will take for the notoriously tightlipped community that housed the largest concentration of black-market grows for the last half-century to rightfully claim its title as the world’s most sacred holy land is a little more hospitality. It’s All Happening The dramatic cultural shift in conversation away from illegal grows to mainstream marketing campaigns declaring Humboldt to be America’s cannabis heartland is already underway, with local tourism boards launching nationwide campaigns spreading the good word far and wide. Closer to home, a host of fresh cannabis-centric properties and activities cater to a higher class of traveler. We’re not talking about 420-friendly Airbnbs or
VILLAGOMEZLEONBYPHOTOS
Humboldt Social Is Here Enter Humboldt Social. This boutique hospitality company friendly to cannabis “creates unique lodging, dining and event spaces that welcome visitors as family. We are boutique lodging with two very different locations: Scotia, nestled in the redwoods, and Humboldt Bay Social Club, on the beach. We also curate authentic, integrated travel experiences that reflect the richness of our region. We are passionate about introducing our guests to Humboldt’s most unique resources—our redwoods, beaches, cannabis farms, and creative community.”
smoking tours catering to heavy-lidded stoners, but rather nuanced establishments that match the sensibilities of discretionary thecannabisheartlandpilgrimagetravelerslyknowtopoor-qualityclichéchaincializedaswithjustnia’sverywhotravelers—travelersaren’tgonnatakethelongtriptoCalifor-remoteNorthCoasttogethighonabusblackenedwindowsitrollsfromcommer-indoorgrowtodispensarysellingmerchtogowithpre-rollsconsumerswhodon’tanybetterandreal-don’tcareeither.Cannabis-seekingwhomaketheuptotheofAmericandososeekingprofound.Theycome
to get a taste of the local culture, to get a glimpse behind the redwood curtain, and to hear crazy firsthand stories about what’s it’s been like to have a hand in shaping modern cannabis culture from the very people responsible for creating the genetics of some of the world’s top strains. The people who heard the government’s demand to just say no and replied no way. The people who risked their lives and their freedom to bring us access of what they refer to simply as the plant. The travelers who come to Humboldt for the cannabis come seeking more than the surface-level experience. They come to get immersed in the details.
The people behind Humboldt Social are all about the details. Their aesthetic is inspired by the history and beauty of the North Coast, with an emphasis on reclaimed materials, vintage furnishings, and lots of natural light. The resulting spaces are welcoming low-key retreats that invite travelers and locals alike to enjoy an elevated way of life. Founded by husbandand-wife duo Jon and Amy O’Connor, this new hospitality group—which now consists of boutique hotels, waterfront cabins, and the Social Nature cannabis brand—is in the business of normalization. At any of the venues in Comfort and cannabis go hand-in-hand at Scotia Lodge.
THE LIFE TRAVEL SUMMER 2022 SENSIMAG.COM 21
Want a sample of our work? You’re reading it. Em Agency is proud to be the creative force behind Sensi’s award-winning visual style. We build brands we believe in—the brand you believe in can be next. emagency.com
VILLAGOMEZLEONBYPHOTOS
HS’s portfolio, consuming cannabis is as normal as drinking wine. This is how it should be. After all, at wineries in Napa, people don’t think twice about raising toasts until their lips are purple. The O’Connors wanted to afford cannabis consumers the same sense of freedom to indulge in the region’s bounties in whatever ways they like. Spark a joint while soaking in a clawfoot tub in the open-air bathhouse at Oyster Beach and watch the storm roll in over the water. Enjoy the food-truck-inspired fare at Jetty restaurant, tucked inside the clubhouse at HS’s boutique hotel property, Social Club. Light up with your friends while sitting around a firepit at Papa & Barkley Social’s smoking lounge in Eureka. If that revs up your appetite, satiate yourself and raise a glass of high seltzer at Pig & Leaf, the on-site food truck. Hit your vape pen in the designated smoking area at the cannabis-friendly Scotia Lodge before deep-diving into a redwood forest bath on the Avenue of Giants. Or don’t—you do whatever makes you most comfortable.Whichofcourse means booking a THC-activated massage at the Papa & Barley Social Day Spa.
Papa and Barkley’s Social spa melds THC and TLC.
While you’ve no doubt seen the proliferation of CBD massages on spa menus, THC had yet to make an appearance at any American day spa until HS partnered with Nicole Fryer, co-founder of Social Spas. “I’m the first day spa in the country to be able to have THC activation,” Nicole tells Sensi. She had been interested in creating THC massages for a while, but after speaking with a woman at the department of health, she realized that the state was adamant about topicals being a type of consumption. She couldn’t offer the service unless she had a social-consumption license, which at the time seemed out of reach. Then Humboldt Social approached. “They were like, ‘we’re gonna do this spa thing,’” she says. “And I was like, ‘cool. Let’s do it.’” And so they did. And they’re the first to have done it. Which is almost as amazing as a THC massage. Seriously, you gotta get one. When is the best time to go? Now. You should go right now. Think about it: You’ll be taking a trip to explore America’s cannabis heartland at a pivotal time in our nation’s history, as marijuana prohibition comes to a stuttering end. While you’re there, be among the very first to have a THC-activated massage. You can tour cannabis farms where legendary strains came to be and meet the legacy cultivators and former outlaws who helped shape the culture of cannabis in America. Stay at a cannabis-friendly hotel where you can inhale nature’s bounty out in the open surrounded by stunning scenery and other pioneering travelers like andYouHumboldtthem:don’tyourself—althoughexpecttoomanyofyoudon’tcometoforthecrowds.cometohangoutrelax. humboldt-social.com
THE LIFE TRAVEL SUMMER 2022 SENSIMAG.COM 23
TEXT STEPHANIE WILSON 24 FLORIDA SUMMER 2022
CHECK THE VIBE
A destination dispensary in a Puerto Rican surf town has a plan to help both local patients and visiting tourists enjoy the island’s elevated experiences.
Start with Sandra Torres. The native Puerto Rican visited Rincón with her husband Raul for the town’s annual triathlon in 2014 and fell in love with the area and the community. “We have the prettiest beaches on the island,” she says. “This is one of the most beautiful places in Puerto Rico.” At the time, Puerto Rico was on the verge of legalizing cannabis for medical use, and they were interested in getting in on the ground floor. Friends of theirs in Rincón— Ovidmarie Garcia and her husband, Hector Ramírez—outlined their vision for a wellness-focused dispensary that would cater to patients through personalized attention and education.
Rincón, Puerto Rico, is the destination we all need right now. The sleepy little beach town is an unconventional tropical paradise with all the things—including world-class waves that send siren calls to pro surfers from around the globe. Rincón is the ultimate spot for wellness travel lite, perfect for low-key types whose mood is more California surf rock than Miami EDM. It’s just as close as Tulum with all the modern conveniences but none of the megaresorts or tourist traps— and you won’t need a vacation to recover from your vacation. You don’t need a passport to get there; your cell phone will (probably) work; most people speak a mix of English and Spanish; the U.S. dollar is the official currency, and flights tend to be cheap. (You will want to bring your medical marijuana card if you’ve got one or apply for one before you go if you don’t. More on that in a bit.)
H appiness may not be a place—think of it more as a feeling, a state of being— but there is a road that’ll take you there. Lined with golden beaches, swaying palm trees, and outdoor bars where you can catch kaleidoscopic sunsets, the Road to Happiness is real. Aka Route 413, the Road to Happiness winds along the coast in Rincón, Puerto Rico, a laid-back surfing community on the island’s western corner. And, after the last two crazy years spent largely at home riding out the pandemic, it’s a trip you need to take—if, for no other reason, for the sake of your own wellness.
“My husband entered the industry when it started in Puerto Rico,” says Ovidmarie. “He was born on 4/20, he’s a surfer, and he’s a cannabis connoisseur. He’s a doctor who certifies patients
THE BEAUTIFUL PLACE
Local cuisine jumps out at you on every corner, along every major road, and at all spots in between. Truly, it’s the best island for people who are hungry all the time (akaWordstoners).about this blissful spot has been out in some circles for a while now already. The international surfing community got the memo about Rincón basically forever ago—1968, in fact. That’s when the fourth-ever World Surfing Championship literally put Rincón on the map. (The town often didn’t warrant inclusion beforeThanksthen.)to the surfers and the creative types who follow them, Rincón’s got an authentically bohemian vibe and a freaky, fun-loving atmosphere. Life in Rincón is essentially one relaxed party, and even non-surfers find it easy to fit right in…and then find it hard to leave. This is the type of place you visit for a weekend and wind up staying for a lifetime. Just ask any of the expat locals who comprise a good portion of the town’s population.
OPPOSITE: Rincón Beach BOTTOM: The scene at the 2017 Domes Event Corona Extra Pro Surf Circuit SUMMER 2022 SENSIMAG.COM 25
CENTER,SCIENCEMARINEANDCOASTALPACIFICUSGSHARRISON,SHAWNPAGEOPPOSITE RICOPUERTOOFSURFINGPROFESSIONALOFASSOCIATIONCOURTESYPAGETHIS
Sell. Innovate. Grow. Save up to $300 thru 9/29 + Get 10% off with promo 22SENSI10code: REGISTEREARLY & SAVE! The cannabis industry is evolving—and on the verge of big opportunity. MJBizCon will get you ready for what is coming. • Explore the latest products & equipment from over 1,400 exhibitors • Make the right connections and deals to give you a competitive edge • Get data, strategies, and operational tactics you can use to optimize your cannabis operation InsiderRate! Nov. 15-18, 2022 • Las Vegas • Register at MJBizCon.com Your Cannabis Business Year Starts Here
Puerto Rico accepts out-of-state mmj cards—no need to get a new one on the island. You will, however, need to get a medical recommendation from a Puerto Rican doctor if you want to purchase flower, otherwise you’ve got to stick to vapes, edibles, tinctures, topicals, anything other than smokable flower. If flower is your thing, don’t fret: this is where Dr. Green comes in. One of the island’s foremost medical marijuana docs, Dr. Green is also your go-to guy if you don’t already have a med card in your home state but use (or want to use) cannabis to treat a qualifying medical condition—and in Puerto Rico, lots of conditions qualify, including depression, insomnia, migraines, and more. (See p. 50 for more details and plan ahead so you’re not wasting any precious vacation time doing paperwork, or visit thegreenroomrincon.com.)
A PLACE LIKE HOME Stop by The Green Room on any given day and you’ll feel the welcoming vibe. “When people come to the Green Room, they can feel like it’s home,” says Ovidmarie. “This is a place where they can come and feel comfortable. And that’s what makes us different. We can’t know every patient, but we know most of them by name most of the time. We speak with them about what’s going on in their lives. It’s a more personal service, and I think that’s what makes us different from other dispensaries.” (We’d argue that the location, mere steps from the sand, also elevates The Green Room above the rest. Because seriously, what’s better than a beachfront dispensary? Nothing. There’s nothing better in our book.)
(X2)ROOMGREENTHECOURTESYPHOTO SUMMER 2022 SENSIMAG.COM 27
With a vision in mind, this group of friends got together to put the plans in place for The Green Room. The medical cannabis dispensary now sits in the heart of Rincón, about a block off the beach and not too far from where the Road to Happiness begins. It’s a fitting location for a place where you can pick up the blissful fuel you need to get to your happy place. Keep in mind that tourism is a mainstay of the economy, so any time and money you spend in locally-owned shops like The Green Room is injecting much-needed capital into theJustcommunity.don’tforget to bring your medical marijuana card. (Told you there’d be more on that.)
LOCAL CONNECTION Spend a little time in Rincón (and HIGHLIGHTSMUST-SEE According to the Rincóniest of the town’s dispensaries, The Green Room. Surf Spots: Domes and Maria’s are the most iconic spots in a city that’s full of them
Snorkeling: Tres Palmas Marine Reserve Cultural Activity: Art Walk on Thursdays Restaurants: Black Eagle, Taqueria Vato Loco Best Pinchos (Meat Skewers): La Cambija Bars: Aloha Surf, Caddy’s Calypso Cafe Accommodations: Villa Pier 25, Casa Isleña
[for medical marijuana], and it was my dream to have a dispensary in Rincón. So why not?”
That, and the personal service that stems from their close relationship with Dr. Green. “We are in communication with our patients’ doctor, so we have a one-on-one service,” says Ovidmarie. “Every patient has different conditions, there are many different ways they can consume cannabis, so we give every patient special treatment.” They also give them lots of options, with a wider selection of products than you’ll find in most dispensaries on the island and a staff of budtenders trained to help patients select the elevating products that will work best for their needs. “Our budtenders are professionals,” says Ovidmarie. “They welcome patients by name, they know who you are and what you like. They know what they are selling. They know what is good for you, what will work best for your condition, what amount you need for your treatment and how it can be mixed with another type of product. Our budtenders are the most knowledgeable in the area.”
The Green Room’s team gets involved through partnerships with other local businesses that center on the wellness of the community. Which is to say they are highly involved—both attending events and hosting them in collaboration with other area entrepreneurs and businesses. They’ve partnered with Centro La Paz wellness center to offer patients yoga sessions on Zoom during the pandemic, they host cannabis educational events for seniors, they support local artisans during Art Walk, and they’re planning events centered around the Rincón triathlon in June. This is their community, and they love everything about it.
COMMONS/MSCREATIVECOURTESYRICO,PUERTODISCOVERCOURTESYUNSPLASH,GILLEN/COURTESYHARRYSTOCK,ADOBEROSE,ENGLISHTHECOURTESYLEFT:TOPFROMCLOCKWISE
“We have good places to eat well, to see the sunset—good music, good vibes, good company,” says Sandra. “That’s what Rincón is all about.”
RIGHT: Punta Higuero Lighthouse LEFT (FROM TOP): The nightlife sizzles in Rincón, beach yoga is the best yoga, Jack’s Shack, Sensi kicks o in Puerto Rico
we highly recommend that you do), and you’ll quickly realize that the town’s close-knit community wouldn’t have survived this long without safeguarding. Across the Caribbean, even the quaintest of beach towns have been bulldozed into megaresorts devoid of personality or sense of place. But thanks to the efforts of local entrepreneurs and community stakeholders like the team at The Green Room, Rincón’s bursting with both. There’s no better place to see that in action than the weekly Art Walk, which happens every Thursday evening. What began as a community effort to support local artists almost a decade ago has evolved into a cultural happening every week that transformed Rincón’s central plaza into the cultural and economic hub of the surfing town. An eclectic mix of artisans and performers transform downtown in to an open-air gallery for Puerto Rican art and culture.
SUMMER 2022 SENSIMAG.COM 29
PRUEBA LA VIBRA
TEXTO DE STEPHANIE WILSON
Un dispensario en un pueblo sur sta de Puerto Rico tiene un plan para ayudar tanto a los pacientes locales y los turistas visitantes a disfrutar de las experiencias elevadas de la isla.
30 FLORIDA SUMMER 2022
OPPOSITE: Rincon Beach BOTTOM: La escena en el 2017 Domes Event Corona Extra Pro Surf Circuit
La voz sobre este lugar pacífico lleva rato corriéndose en algunos círculos. La comunidad internacional del surf recibió el mensaje sobre Rincón básicamente desde el principio, en 1968, de hecho. Fue entonces que el cuarto Campeonato Mundial de Surf literalmente puso a Rincón en el mapa. (A menudo, antes de entonces el pueblo no garantiza la Graciasinclusión).alossurfistas y la gente creativa que los siguieron, Rincón posee una vibra auténticamente bohemia y una atmósfera alocada y de amor por la diversión. La vida en Rincón es básicamente una fiesta relajada, e incluso a quienes no surfean les resulta fácil encajar… y luego les cuesta irse. Este es el tipo de lugar que visitas por un fin de semana y acabas quedándote toda la vida. Solo pregúntale a cualquier extranjero que viva allí, quienes conforman una buena parte de la población.
CENTER,SCIENCEMARINEANDCOASTALPACIFICUSGSHARRISON,SHAWNOPUESTAPÁGINA
EL LUGAR HERMOSO Comienza con Sandra Torres. La puertorriqueña nativa visitó Rincón con su esposo Raúl para el triatlón anual del pueblo en 2014 y se enamoró del área y de la comunidad. “Tenemos las playas más bonitas de la isla”, dice. “Este es uno de los lugares más hermosos en Puerto Rico”. En ese momento, Puerto Rico se encontraba a punto de legalizar el cannabis para uso medicinal y ambos estaban interesados en participar desde el principio. Amigos suyos en Rincón, Ovidmarie García y su esposo, Hector Ramírez; detallaron su visión de un dispensario enfocado en el bienestar que
P uede que la felicidad no sea un lugar (piensa acerca de ella más bien como una sensación, un estado de ser) pero existe un camino que te llevará allí. Bordeado por playas doradas, palmeras que se mecen al viento y bares al aire libre donde puedes disfrutar de atardeceres inimaginables, el Camino a la Felicidad es real. También conocido como Ruta 413, el Camino a la Felicidad serpentea a lo largo de la costa en Rincón, Puerto Rico, una relajada comunidad surfista en la esquina occidental de la isla. Y, después de pasar los últimos dos locos años mayormente en casa superando la pandemia, es un viaje que necesitas hacer (aunque no sea por otro motivo más que tu propioRincón,bienestar).PuertoRico, es el destino que todos necesitamos ahora mismo. El somnoliento y pequeño pueblo playero es un paraíso tropical poco convencional que lo tiene todo, inclusive olas de primer nivel que son un llamado para todos los surfistas profesionales alrededor del mundo. Rincón es el mejor lugar para los viajes de bienestar, perfecto para personas tranquilas cuya onda es más de surf rock Californiano que de Miami EDM. Se encuentra igual de cerca que Tulum, con todas las comodidades modernas, pero ninguno de los mega complejos hoteleros o trampas para turistas (y no deberás tomarte vacaciones para descansar de tus vacaciones). No necesitas pasaporte para ir, tu celular (probablemente) funcionará, la mayoría de la gente habla ambos idiomas, el dólar estadounidense es la moneda oficial y todo tiende a ser barato. (Quizás quieras llevar tu licencia para comprar marihuana si tienes una, o solicitarla para ir si no tienes una. Más al respecto en un momento). La cocina local salta a tu paso en cada esquina, a lo largo de cada calle principal y en todos los lugares entre medio. Verdaderamente, es la mejor isla para quienes tienen hambre todo el tiempo (los conocidos “munchies”).
RICOPUERTOOFSURFINGPROFESSIONALOFASSOCIATIONCORTESÍAPÁGINAESTA SUMMER 2022 SENSIMAG.COM 31
atendiera las necesidades de los pacientes a través de atención y educación personalizada.
LUGARES DE GRAN INTERÉS QUE HAY QUE VISITAR Lugares para surfear: Domes y Maria’s son los lugares más icónicos en una ciudad que está llena de ellos Esnórquel: Reserva Marina Tres Palmas Actividad cultural: Art Walk, los jueves Restaurantes: Isla Restaurant, Taqueria Vatos Locos Mejores pinchos: La Cambija Bars: Aloha Surf, Caddy’s Calypso Cafe Alojamiento: Villa Pier 25, Casa Isleña
También les ofrecen muchas opciones, con una selección de productos más amplia que la que se puede hallar en la mayoría de los dispensarios de la isla y con un personal experto para ayudar a los pacientes a seleccionar el producto adecuado que funcionen mejor para sus necesidades. “Nuestros
“Mi esposo ingresó a la industria cuando esta se inició en Puerto Rico el 2016,” dice Ovidmarie. “Él nació el 20/4 (4/20, en inglés), es surfista y conocedor del cannabis. Es un médico que certifica a pacientes [para utilizar marihuana medicinal] y su sueño era tener un dispensario y el sueño de Ovidmarie siempre fue tener un dispensario en el pueblo de Rincón. Así que, ¿por qué no?”
El dispensario de cannabis medicinal ahora se halla en el corazón de Rincón, a casi una cuadra del mar y no muy lejos de donde comienza el Camino a la Felicidad. Es una ubicación ideal para un lugar en el que puedes conseguir el combustible dichoso que necesitas para llegar a tu lugar feliz. Recuerda que el turismo es un pilar de la economía, por lo que el tiempo y el dinero que gastes en tiendas de propietarios locales como The Green Room inyecta capital muy necesario en la comunidad.
Eso, además del servicio personal que surge de su relación cercana con el Dr. Green. “Estamos en constante comunicación con el médico de nuestros pacientes, por lo que tenemos un servicio uno a uno”, dice Ovidmarie. “La enfermedad de cada paciente es diferente y existen diferentes maneras en las que pueden consumir cannabis, por lo que le damos a cada paciente un tratamiento especial”.
SUMMER 2022 SENSIMAG.COM 33
UN LUGAR COMO EL HOGAR Visita The Green Room cualquier día y su equipo siempre te hará sentir con una vibra acogedora. “Cuando la gente llega a The Green Room, puede sentirse como en su hogar”, dice Ovidmarie. “Este es un lugar al que pueden venir y sentirse cómodos. Y eso es lo que nos hace diferentes. No podemos conocer a cada paciente, pero casi siempre los conocemos a todos por su nombre. Hablamos con ellos sobre lo que sucede en sus vidas: ‘¿Qué pasó ayer, fuiste a este o a aquel lugar? ¿Cómo está tu madre; cómo está tu hija?’ Es un servicio más personal y creo que es lo que nos diferencia de otros(Tambiéndispensarios”.nosatrevemos a decir que la ubicación, a solo pasos de la arena y el mar, también eleva a The Green Room por encima del resto. Porque, en serio, ¿qué mejor que un dispensario frente a la playa? Nada. No existe nada mejor en nuestro libro).
Este grupo de amigos con una misma visión decidieron desarrollar su plan para The Green Room.
(X2)ROOMGREENTHECORTESÍA
Tan solo no olvides llevar tu licencia para uso de marihuana medicinal. (Te dije que habría más al respecto) Puerto Rico acepta licencias de otros estados, no es necesario obtener una nueva en la isla. Sin embargo, necesitarás una recomendación médica de un doctor local si deseas comprar flor, de lo contrario deberás limitarte a los vaporizadores, comestibles, tinturas, ungüentos, cualquier cosa que no sea la flor para vaporizar. Si la flor es lo tuyo, no te preocupes: aquí es donde entra el Dr. Green. Uno de los médicos especialistas en marihuana con más conocimiento en la isla, Dr. Green también es médico si no tienes una licencia de cannabis medicinal y estarás más de 30 días, entonces él podría ayudarte a obtenerla. Y en Puerto Rico muchas enfermedades te permiten calificar para una licencia, entre ellas la depresión, el insomnio, dolor crónico y más. (Da un vistazo a la pág. 50 o thegreenroomrincon.com para conocer más detalles y planificar de antemano para no desperdiciar el valioso tiempo de vacaciones realizando papeleo).
Experienced payment professionals at Paybotic provide solutions suitable for every type of legal high-risk business. Cannabis laws and regulations are constantly changing. Paybotic provides cannabis merchants guidance and relief with its customized payment solutions. More than just a business, they are a team of professionals committed to their clients’ success in every facet of the cannabis industry, from retail dispensaries to ancillary businesses. This team of experienced payment pros has developed and strengthened a domestic and international partners network that delivers solutions for every type of high-risk legal business. For debit-card processing, ACH processing, check service, or any other payment option, Paybotic customizes payment solutions for high-risk transactions that best suit a client’s exact needs. They take pride in providing expert customer service, while finding the best fit for cannabis payment processing.
PROMOTIONAL FEATURE PAYBOTIC
All businesses have unique needs and Paybotic is a unique and complete solution provider. Its extensive network of partnerships – including Millers Mutual Insurance, Accountabis Advisers, and in-house expertise –ensures they can find a program that suits any growing business’s needs quickly and efficiently.
Smart Safe, an end-to-end cash storage and banking solution built for the cannabis industry, is an innovative, cost-effective way to deposit cash. Smart Safes protect cash from internal and external theft while simplifying cash processing, utilizing the latest and most secure hardware and proprietary software to streamline in-store cash handling. Smart Safe technology is designed to protect and secure deposits, improve reconciliation, and increase cash visibility for cannabis retail businesses, such as dispensaries and delivery services.
Paybotic Cannabis Payment Solutions paybotic.com
34 FLORIDA SUMMER 2022
Paybotic will soon be launching a Text2Pay platform using ReachPay technology designed explicitly for dispensaries and their customers. This innovation combines the technology and experience of Everyware’s pay-by-text with Paybotic’s extensive knowledge of the cannabis industry. This easy-to-use and secure payment platform will complement all currently accepted payment solutions. This simple payment option for the cannabis industry gives merchants and their customers access to funds faster than ever. Text2Pay will provide dispensaries with instant approval without the burden of receiving funds, and with approved transactions guaranteed against insufficient funds.
Paybotic has worked hard to build a reputation for quality pricing practice because, above all, these professionals nurture and value strategic long-term relationships with their merchants.
Merchant Advocate
CONEXIÓN LOCAL Pasa algo de tiempo en Rincón (y realmente te recomendamos que lo hagas) y pronto te darás cuenta de que la unida comunidad del pueblo no hubiera sobrevivido tanto tiempo sin establecer salvaguardas. A través del Caribe, incluso los más pintorescos pueblos de playa han sido víctimas de las palas mecánicas para construir mega complejos hoteleros vacíos de personalidad o sentido de pertenencia. Pero gracias a los esfuerzos de los emprendedores locales y de actores vinculados con la comunidad como el equipo de The Green Room, Rincón está lleno de ambos. No hay mejor lugar para ver eso en acción que el Art Walk (Paseo del Arte) semanal, el cual tiene lugar cada jueves por la noche. Lo que comenzó como un esfuerzo de la comunidad hace casi una década para brindar apoyo a los artistas locales ha evolucionado hasta convertirse en un acontecimiento cultural que tiene lugar cada semana y que transformó la plaza central de Rincón en el centro cultural y económico de este pueblo surfista. Una mezcla ecléctica de artesanos y artistas que presentan sus espectáculos transforma el centro del pueblo en una galería a cielo abierto para el arte y la cultura puertorriqueños.
empleados a cargo de ofrecer variedades de marihuana son profesionales”, dice Ovidmarie. “Dan la bienvenida a los pacientes por su nombre, saben quién eres y qué te gusta. Saben lo que están vendiendo. Saben lo que es bueno para ti, lo que funcionará mejor para tu enfermedad, la cantidad que necesitas para tu tratamiento y cómo puede combinarse con otro tipo de producto. Nuestros profesionales son los que más conocimiento tienen en el área”.
“Tenemos excelentes lugares para comer bien, ver el atardecer, buena música, buenas vibras, buena compañía”, dice Sandra. “De eso se trata Rincón”.
El equipo de The Green Room se involucra por medio de asociaciones con otros negocios locales que se enfocan en el bienestar de la comunidad. Lo cual quiere decir que están muy involucrados, tanto asistiendo a eventos en colaboración con otros emprendedores y negocios del área. Colaboraron con el centro de bienestar Centro La Paz para ofrecer sesiones de Canna Yoga por Zoom a los pacientes durante la pandemia, celebran eventos educativos sobre cannabis para adultos mayores, brindan apoyo a artesanos locales durante el Art Walk y están planificado eventos deportivos en Rincón que se realizarán próximamente. Esta es su comunidad y aman todo de ella.
COMMONS/MSCREATIVECORTESÍARICO,PUERTODISCOVERCORTESÍAUNSPLASH,GILLEN/CORTESÍAHARRYSTOCK,ADOBEROSE,ENGLISHTHECORTESÍAIZQUIERDA:SUPERIORPARTELADESDERELOJDELAGUJASLASDESENTIDOELEN SUMMER 2022 SENSIMAG.COM 35
RIGHT: Punta Higuero Lighthouse LEFT (FROM TOP): La vida nocturna in Rincón, Sensi viene a Puerto Rico, Jack’s Shack
My mind is blown. I’m on the ground floor of a threestory space that’s both biological and cosmic, larger than life, ethereal— and somehow swampy, too. Everything is alive. The walls breathe color and sound. It’s an ineffable phantasmagorical landscape that seems to exist outside time and space. Not only are there sculptures all around, the room itself is a sculpture, floor to ceiling, visceral and vast. It feels like a sentient being. I’m also on mushrooms.
WOLFMEOWCOURTESYPHOTOS FOLLOW THE DOPAMINE
Meow Wolf is here to help alter your state of consciousness through immersive art TEXT STEPHANIE WILSON
36 FLORIDA SUMMER 2022
SUMMER 2022 SENSIMAG.COM 37
I’m a balloon floating in the sky. I’m spinning in space. And my face must show it, because while I whirl in place with my eyes upward trying to make sense of this complex, maximalist jungle, a costumed character known here as a “creative operator” arrives playing a guitar. He begins to circumnavigate me, singing something. I don’t catch the lyrics at first, but as he gets closer his message is clear: “You are Indeed,safe.”Iam.
Now where was I? Oh, right. In the midst of an immersive art world at Meow Wolf, traversing
ALTERED STATE TRIPTYCH
All I need to know is that I’m in Numina, one of four multidimensional universes inside the 90,000-square-foot Convergence Station in downtown Denver, close to Mile High Stadium, and, yes, I’m safe. The creative operator keeps reminding me. As he circles me, I spin in place with my head tilted back, jaw slightly dropped, eyebrows raised, eyes wide, trying to process the enormity and complexity of this sentient universe the Meow Wolf artists somehow created—in the middle of a pandemic.
“People often ask, ‘Should I go on mushrooms? Should I go on weed?’ But it’s already mind-blowing on its own,” says artist Andi Todoro. “You don’t really need to be on anything to feel like you might be on something when you’re in there.”
38 FLORIDA SUMMER 2022
This is not some alien abduction. This is opening day at Meow Wolf’s new Convergence Station in Denver. More than an art show, it’s an emotional odyssey delivered through lights, sound, and visuals, summoning deep wells of emotion, vibrant hallucinatory patterns, and an every-day-is-a-trip vibe in a building awash with technicolor and joy. You’re meant to get a little lost in it all. I did. I separated from my friends within minutes (only kinda-sorta on purpose). They were here to solve the mystery of the exhibition’s narrative, which has something to do with four alien worlds joined together during a cosmic event. The bigger mystery to me was how the artists all collaborated to make these universes come alive.
three routes to altered states of consciousness (ASC) at once: on drugs, immersed in art, and in awe. Oh my. While “on drugs” has such a negative connotation, psychedelic drugs are shedding that rep. We’re in a psychedelic renaissance, a time when people are increasingly turning to them not for recreation, but for healing. More and more studies are confirming what hippies and creative types have been saying for decades: psychedelic drugs have a way of shaking us out of our ordinary concerns and pointing our attention toward something higher, perhaps even greater versions of ourselves and others.
AWE IMMERSION Today, when we talk about psychedelics, we’re talking about a mental health movement. And after two years and colossal cultural changes—after seasons of isolation— taking mushrooms to facilitate positive changes to one’s mindset feels like a power move. It’s not a new one, nor is it the only means of accomplishing it. Contemplative practices have similar, albeit substance-free, effects. ASCs have been part of the human cognitive repertoire for at least 100,000 years, and these transcendent states can be achieved any number of ways: through psychedelics, meditation, or breathing exercises (like holotropic breath work). Other methods include ecstatic dance, ritual drumming, fasting, and selfflagellation, which deactivate the brain’s default settings. Oh, and so can Meow Wolf. But drugs offer a shortcut, promising “transcendence on demand,” as the late British neurologist Oliver Sacks noted in “Altered States,” his 2012 essay on self-experiments in chemistry published by The New Yorker—and the ability of art to transport us to other realms is outstanding.Viewingextraordinary works of art can be a catalyst to experience awe. A 2012 Stanford study found that encounters with perceptual vastness triggers a self-negating, time-dilating sense of awe. “Experiences of awe bring people into the present moment, and being in the present moment underlies awe’s capacity to adjust time perception, influence decisions, and make life feel a little more satisfying than it would otherwise,” the study’s authors concluded.
AWE.EXPERIENCECATALYSTCANOFNARYEXTRAORDI-VIEWINGWORKSARTBEATO SUMMER 2022 SENSIMAG.COM 39
40 FLORIDA SUMMER 2022
OTHER LOCATIONS
EXPERIENCE THE AWE
Three years in the making with art from 300 creatives (including over 110 from Colorado), this four-story maximalist playground features interactive exhibits interconnected through vertical travel and secret passageways. General admission is $45 ($35 for locals); make your reservations in advance to secure your entry date and time. It’s a family-friendly attraction, so mentally prepare to mingle with all ages. Or look for tickets to the Adulti-Verse, Meow Wolf’s adults-only evenings reserved for a 21-plus crowd. meowwolf.com/visit/denver
House of Eternal Return, Santa Fe, est. 2016. A mind-bending explorable art experience housed in an old bowling alley, the 20,000-square-foot exhibit changed the very notion of what immersive art can be. It’s funky, raw, real, and really fun to explore.
Omega Mart, Las Vegas, est. 2021. Set inside Area15, an entertainment district a few minutes o the Strip, this location is a surreal supermarket where you can discover portals leading to unexpected landscapes.
Coming Soon to Texas. In May, Meow Wolf announced its universe is expanding to Texas, where two new locations are in the works. Meow Wolf’s portal in Grapevine Mills, part of the Dallas-Fort Worth metroplex, is set to open next year, with another immersive spot coming to Houston’s Fifth Ward neighborhood and historic district in 2024.
BACON FLOW Denver-based multimedia artist Andi Todaro’s work appears in Meow Wolf’s original location in Santa Fe, as well as its latest outpost in Denver. Her installation, Bacon Faces, is an 1,800-squarefoot mural depicting raw portrait paintings in the distinct, distorted style of British figurative painter Francis Bacon. The macabre depictions resemble figures you’d expect to meet in a fever dream—all distorted faces appearing on the edge of dissolution. Todaro’s interpretations are made all the more ominous by her discomforting palette marked by blood/organ reds and metallic browns—inspired by the colors of raw bacon, she says, “for the Meow Wolf twist.”
Todaro says the work is probably better because of it. “I just started painting, and I didn’t stop until it was done. Every ounce of how I was feeling ended up in those brush strokes. It’s like it actually flowed out of me,” she says. She was experiencing the elusive and rewarding “flow”—a kind of intense focus and clarity where you forget yourself, lose track of time, and feel like you’re part of somethingWhilebigger.inthe flow, the brain releases a highly potent cocktail
Experiencing awe puts you on a readily accessible path to self-transcendent experiences, or STEs, which include mindfulness and flow as well as peak and mystical experiences. These are the sorts of things that make the judgy voice in your head calm down and you feel more absorbed in whatever it is you are doing, and awe is the easiest way to get there.
“That’spossible.all that meditation or doing some kinds of drugs is getting to you: that place where you can see things newly from a different perspective, to jumpstart things you take for granted all the time.”
The portraits offer a lens through which we see Todaro’s experience painting them in the middle of a construction zone amid a pandemic. Think: donning the full protective gear of a construction worker every day while submitting to pee tests to ensure you’re not under the influence of any mind-altering substances, not even a beer. Constantly bombarded by a cacophony of screeching noise, endless concrete dust, suffocating fumes, and erratic temperatures making it unbearably hot or freezing took a toll. “There were so many variables, and I didn’t know how to handle them all at the same time,” she says. “I might get sick at any moment, I’m so frustrated with the lighting, I can’t seem to pull this thing out of me. I’m under so much pressure, and I don’t even know how to start… I absolutely had a mental breakdown during it.”
of neurochemicals like endorphins, norepinephrine, dopamine, serotonin, and anandamide, aka the “bliss molecule” cannabinoid that’s similar to THC. These pleasure-inducing, performance-enhancing molecules combine forces to amp up focus, block out noise, boost imaginative possibilities, and improve our ability to link ideas together in new ways.
HAVEBUTEXPERIENCE…MENTINGAREANDMUSHROOMSONTHEYAUG-MYIDON’TTOBE.
SUMMER 2022 SENSIMAG.COM 41
So, yes, I am on mushrooms and they are augmenting my experience of the flow here in the Convergence Station. But I don’t have to be. This place is constructed to tap into creativity—the convergence. To make you safe in the best way
SO YES, I AM
GNOMEHAPPYCOURTESY 42 FLORIDA SUMMER 2022
Which is why the industry needs more leaders like Alexandra Ruby. Ruby’s energetically infectious. Her excitement is contagious, even if it does stem from an unexpected source—from the less glamorous side of the cannabis industry. She’s got an innate entrepreneurial spirit that drew her to cannabis back in its earliest days, and she knew she wanted to start her own business long before she knew what its purpose would be. She came to the industry searching for her why. From a unique vantage point smack dab in its center as it grew from the seeds of change, she found her purpose. And, much like the leading female founders who inspire her—Sara Blakey of Spanx, Whitney Wolfe Herd of Bumble, Melanie Perkins of Canva—once she found a problem in her industry, she came up with a way to address it and is owning the solution. The cannabis industry has a people problem. Ruby founded Happy Gnome HR to be the solution.
PEOPLE
It takes resources to make it— resources like capital and materials and industry know-how. And perhaps most importantly human ones. People power businesses, and a company’s employees are its most important assets.
THEOF SUMMER 2022 SENSIMAG.COM 43
ALEXANDRA RUBY founded her human resource consulting agency to help cannabis businesses and workers grow together.
PLANTING THE SEEDS Ruby knows a lot of people in the cannabis industry—she’s worked in it since the earliest days of adult-use legalization in Colorado, so she’s seen how they operate. “Many of them are not exactly trained to be taking care of people while running a business,” she says—not that she faults the business owners who are trying to navigate the complexities of operating in the federally prohibited but state-legal cannabis industry. “It’s very difficult to find that balance and to find the time. I understand the whole life cycle of a new startup industry. I understand where they’ve been, the hardships they’ve faced, and where they’re going.”
“It’s like that Richard Branson quote: ‘Take care of your people, they will take care of your business,” says Ruby. “It sounds
TEXT STEPHANIE WILSON
As the legal cannabis industry grows, the rate of women in leadership roles is declining. In 2017, women held 37% of executive-level roles, according to the “Women & Minorities in the Marijuana industry” report released by Marijuana Business Journal. Today, that number has dropped to 22%.
LET’SGRO GROWLET’ WLET’SGR T’SGROWL ROWLET’S LET’SGRO GROWLET’ WLET’SGR T’SGROW ELEVATE. CULTIVATE. LEVITATE. YOUR PEOPLE. HUMAN RESOURCES DONE DIFFERENTLY Contact us today to schedule your FREE consultation. www.happygnomehr.com • hello@happygnomehr.com Direct: 720.248.8147 Sensi_Ad_Quarter_Page_V1.indd 1 6/14/22 2:02 PM 44 FLORIDA SUMMER 2022
simple, but it’s not that simple for business owners to execute.”
FINDING THE WHY Ruby’s been working in cannabis since 2012, which makes her a true pioneer, her career born the same year Colorado voters just said yes to legalizing cannabis—some two years before the country’s first recreational dispensaries opened their doors. And as anyone who works in the industry loves to tell you, cannabis operates in dog years—one year in the industry is equivalent to seven out. Ergo, she’s seen a lot of chaos. And she loves it. Chaos motivates her, helps her focus. She came to Colorado seeking it or seeking a little taste of something like it. Something different than the flavors of her hometown in Minnesota. “I had to break out of the four walls—high school, marrying, having kids, and all the norms and social constructs of the Midwest—I was never destined for that,” Ruby says. Instead, she enrolled at Colorado State University in Fort Collins to study business and marketing, taking classes in philosophy and psychology. Basically, studying humans: what motivates them, influences their behaviors, gives their lives meaning, helps them thrive—understanding their why. Meanwhile, the legal cannabis industry’s origin story was unfolding just an hour or so to the south of CSU. A creator at heart, Ruby found herself drawn to Denver in search of her own why. “I realized there was something exciting going on in cannabis, and I just gravitated toward it,” she says. “It was fun, it was risky, and it just fit my ‘little black sheep’ personality a bit. There was this fun, wild feeling in the early days—all the business owners, all the events, all of this buzz was happening here, and it was unlike anything I had ever experienced. I wanted on thatShetrain.”started getting into business development, working with different organizations and brands, helping with promotions
GNOMEHAPPYCOURTESY
GNOME HR SERVICES Outsourced & Fractional HR Industry Payroll/HRISRecruitingOperationsTrainingManagement&Stang SUMMER 2022 SENSIMAG.COM 45
She founded her human resources consulting agency in January 2021 to help transformative businesses support and engage their employees “from hire to retire,” Ruby says. “Happy Gnome is really here to change how people think about HR, and what better industry than cannabis to do just that? We have a golden opportunity to reframe people’s thinking, and this gives me life. It makes me so excited to be able to effect change in people’s lives.”
HAPPY
46 FLORIDA SUMMER 2022
New business owners may want to dismiss HR as a budget-draining growth-stifler. But they’d be wrong: “HR is traditionally a money saver,” says Ruby. But because its impact on financials is indirect, many business operators don’t give it the attention or resources HR services deserve. HR man-
“Everyone benefits from HR,” Ruby says, and there’s a lot of research to back her up. HR management will help an organization clarify the meaning of purpose, value, and culture—and that leads to stronger financial performance, increased employee engagement, and higher customer trust.
GNOMEHAPPYCOURTESY and advertising, and representing companies at MJBiz. Every day was something new. “Everybody was working at places for six months tops. There wasn’t any structure or career paths at that point,” she says. “You were lucky if you were related to or knew someone who owned the businesses so you could get a foot in theOncedoor.”they got in, they realized the building was still under construction.“Isawfrom a mile away that the business was going to experience tremendous ups and downs and growing pains because of its uniqueness and the risks associated with it,” Ruby recalls. Over the next couple of years, she gained experience working in operations, sales, and compliance, and later joined reputable consulting groups focused in compliance and business services. Along the way, Ruby’s why became clear: the humans running the businesses needed help with the humans they hired, and Ruby realized she could be the resource they needed.
HOW THE GARDEN GROWS
agement entails more than just administrative paperwork and payroll, it is the heartbeat of an organization. It’s about recruiting, training, and education; it’s about career development, benefit packages, and safeguarding worklife balance.
An IBM study revealed that employees who do not feel like they are developing in a company are 12 times more likely to leave it. Not to mention engaged employees offer better customer service, and by some estimates boost sales by up to 20 percent. They also have a way of spreading the word to their networks, helping to attract top talent to companies that value theirIt’speople.notthat difficult, as long as owners are open to learning and growing, Ruby says, and it’s not going to cost a company a ton of money to get the HR ball rolling, RubyWhatsays.isdifficult is the industry, and to effectively guide cannabis companies you’ve got to understand cannabis. Hard rule, no exceptions. And, no, smoking pot a bunch in high school does not count (nor does experience in a different highly regulated industry). Cannabis is a different beast—and it can’t be tamed by the same traditional tools and tactics built for traditional industries. Cannabis just is not traditional.Cannabis businesses need cannabis business services. A mainstream service provider just won’t cut it. Or maybe it will, but, in a bad way—it’ll cut into profits or get licenses cut off. Why? It’s complicated. As in, the industry: cannabis is complicated. The answer is simple: traditional service providers have a history of suddenly dropping cannabis clients without warning. According to a 2019 Benzinga report by Javier Hasse, big-box payroll and HR companies (think: ADP, QuickBooks) have strict corporate messaging about not supporting the cannabis industry, but that doesn’t stop salespeople on the ground from selling their products to legal cannabisHasse’scompanies.advice?
“It’s certainly
“WE TONEEDREALLYTORETURNOURWHYASANINDUSTRY,ANDTHATBEGINSWITH THE PLANT WE’RE ABOUT.”PASSIONATESO —Alexandra Ruby, Happy Gnome SUMMER 2022 SENSIMAG.COM 47
Treatingsuccess.employees like the assets they are by investing in their development boosts returns long-term. It makes them happy, and happy employees are more productive. They’re less likely to take unscheduled sick days, more likely to stick around for a while. The cost of replacing an individual employee can range from one-half to two times the position’s annual salary—and that’s a conservative estimate, according to Gallop Research. Either way, it adds up to big bucks employers are effectively just tossing out the door as their team members depart for greener pastures and better working environments.
HR is how employers ensure their employees are happy. Without it, employees suffer the consequences—and so too does the bottom line.
“HR is how you can gauge the return on investment in your people,” says Ruby. And if you’re a business owner, you’d better be investing in your people—at least if you want your company to survive. A growing body of research shows companies that fail to invest in their employees jeopardize their own
@MCBA.ORGMINORITYCANNABIS.ORG @MINCANNBUSASSOC@MINORITYCANNABIS JOIN THE MOVEMENT FOR AN CANNABISEQUITABLEINDUSTRY.BECOMEAMEMBERTODAY! FAMILY BRANDSOF Insuring the Dreamers START A QUOTE AT TRICHOMERISK.COM We're talking to you: the independently owned cannabis businesses working to change the face of the industry, the small business owners who've put their life savings into pursuing their passion, to anyone and everyone on a quest to make their cannabis industry dreams a reality. We exist to make sure YOU are covered. Insurance Crafted for Cannabis 48 FLORIDA SUMMER 2022
SUMMER 2022 SENSIMAG.COM 49
For more information about Happy Gnome HR happygnomehr.com or 720-248-8147
Happy Gnome is the manifestation of her desire to help inspire other entrepreneurs in the cannabis space meet whatever fresh challenges their businesses face with a spirit of determination, empathy, and grace. Ruby’s been navigating the cannabis industry’s regulatory minefield for over a decade now, and new business owners entering the space would be wise to tap into her wealth of knowledge.
“The sooner we can get in, the better things are going to be,” she says. “Employers can avoid making so many mistakes that are going to cost them. Let’s do it earlier so we can help increase the valuation of your organization. Happy Gnome can help your garden grow.”
Happy Gnome won’t do that.
“These companies are selling the industry a product they don’t need. They don’t have the end user in mind, they’re just looking to fill their pockets,” Ruby says. This upsets her. She’s protective of cannabis business owners and their employees because she relates to them. She knows them, she’s worked alongside them, she’s one of them. She knows the obstacles they’ve faced and the challenges they will encounter— she’s faced them herself, both as an employee and now as an employer and business owner.
“Happy Gnome has shown us a new way to look at HR,” says hasresourcesadaptedhowamongandhasrewardingevenalsodriveonlyHappyMarzario.DispensariesTumbleweedCEOMadison“WorkingwithGnomehasnothelpedusgaugeandperformancebuthasbroughtourteamscloser.Themostpartthusfarbeenthecollaborationsupportwe’veseenourteamsandquicklytheyhavetoutilizingtheHappyGnomeprovidedus.”
GNOMEHAPPYCOURTESY
WORD ON STREETTHE
advantageous to choose a provider well versed in the issues within the cannabis industry rather than partnering with an inexperienced company that may initially promise you success but drop you as soon as problems arise.”
Cannabis is booming, and the industry posits itself as
RUSSOC.J.OFCOURTESYPHOTO Grass Ceiling?
The lm Lady Buds elevates the stories of women in cannabis at the same time the industry is experiencing a disturbing drop of women in executive roles. DOUG SCHNITZSPAHN
of women in the industry, however. They are executives, inersoutmakercannabisandmanufacturers,cultivators,retailers,commentatorsintheworld,andfilm-ChrisJ.Russosettodocumentachiev-inallthosecareersheraward-winning
THE END 50 FLORIDA SUMMER 2022
ingDon’tnewershipencethinking—butprogressive,innovative,andforwardthepres-ofwomeninlead-rolesinthisbravespaceisdecreasing.letthatdisconcert-factdiminishtherole
film Lady Buds, which is currently airing on the STARZ network and can be streamed on services including andwomenprisedAppleTV+,Amazon,andiTunes.“Iwaspleasantlysur-bythenumberofentrepreneurswomeninleadership roles in the cannabis industry,” says Russo. “But that was back in 2017, since then, things have changed quite a bit. When I envisioned the film, it was important to me to include diverse voices that spoke to different areas of cannabis history in order for the film to include the LGBTQ history of cannabis activism and highlight the barriers to entry for marginalized communities who were impacted by the War on Drugs.”
To make the film, Russo headed to Women In Cannabis networking events and farmers markets and conducted over 100 interviews with mothers, businesswomen, and elders, hoping to bring these diverse stories to a broad audience. Russo wants to create real change, too, with an impact campaign of cannabis panels and events that focus on cannabis policy running alongside screenings of the film.
“It’s greatly disappointing that the numbers of women in cannabis are declining,” says Russo. “But I hope my film shows that women have been the backbone of the cannabis industry for decades and inspires women entrepreneurs to reach for their dreams despite the challenges.” ladybudsmovie.com
TEXT
The terpene-rich, full-spectrum Muse® Live Sauz cannabis cartridge. Developed using a blend of live terpenes from fresh frozen flower, Live Sauz cartridges provide a richly aromatic, flavorful, and incredibly smooth experience.
Trulieve® and Muse® are registered trademarks of Trulieve, Inc. Reserved.
With premium, mind-expanding concentrates and cartridges, Muse awakes your creativity, giving you permission to let go and give into inspiration. The world is your canvas, there’s no limit to what you can create when you unlock what is within.
All Rights
Unlock your mind.
SEE ALL THE SUMMER EDITIONS NOW AVAILABLE! CALIFORNIA SUMMER 2022 DOWN “TheEARTHTOSoilKing” shares the wisdom he’s harvested from years of creating fertile ground. BE IT EVER HUMBOLDTSO Travel California’s Weed Country in style FREE MINDYOUR A new therapy that’s as easy as breathing Altvm is on a mission to cultivate the next great strain PHENO FINDERS MIND = BLOWN Interactive art at Meow Wolf HAPPY Canna-businessesGNOMEgrowtogether THE REAL DIRT Wisdom from the Soil King OKLAHOMA COLORADO MASSACHUSETTS MIND = BLOWN Interactive art at Meow Wolf THE REAL DIRT Wisdom from the Soil King EVER SO HUMBOLDT Explore California’s Weed Country &FRIENDSHIP,FAMILY,FIRE Northeast Alternatives’ simple three-part recipe for growth and greatness FLORIDA SUMMER 2022 GET OUT Three destinations to whet your wanderlust HUMBOLDT Tour California’s Weed Country like a local RINCÓN Puerto Rico’s best-kept secret is making waves DENVER Treat your brain with a trip to Meow Wolf PUERTO RICO SUMMER 2022 Caramor Compassionate Care combines Caribbean roots with quality cannabis PIE IN THE SKY Elevate your baking game THE REAL DIRT Wisdom from the Soil King EVER SO HUMBOLDT Explore California’s Weed Country MICHIGAN SUMMER 2022 MIND = BLOWN Interactive art at Meow Wolf THE REAL DIRT Wisdom from the Soil King EVER SO HUMBOLDT Explore California’s Weed Country Judi Porter and her sons transformed grief into growth for communitytheir FAMILY
