November 2023 - #282 - Party Nuts by HQInternational

November 2023 | Issue #282 | $9.99

Austin, TX

January 2024

Talkin’ Bout Dry Generation Gen Z Says ‘Buh-by’ to Booze

amanita hysteria

Are Red Caps all the Rage?

aloha rising Maui’s Westside Vibes Picks up the Pieces

November 2023

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NOVEMBER 2023 | ISSUE 282 PUBLISHED BY HEADQUEST INTERNATIONAL LLC

HQ Magazine As the industry’s leading publication for over two decades, we want to remind you all that we are more than just another magazine; WE are the nexus of commerce for the counterculture marketplace; headshops, smoke shops, vape shops, adult novelties, and dispensaries. Both publisher and platform, HQ exists to facilitate the continued evolution of a once-marginalized industry now on the cusp of legitimization. As a publisher, we are your advocate and your advisor, your continual stream of all information that matters to you; from product knowledge, to business insights, to how it all fits into the panorama of the bigger world. As a platform, we are your connection. We are the bullhorn, the billboard, and the bridge; the perfect bullseye of your target market. And as this industry continues to come into its own and navigate the coming seismic shifts in the landscape, we’ll be the light to guide its steps.

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Editor-in-Chief Sandy Caputo Account Executives Monica Frésquez monica@headquest.com C: (505) 489-3285 Marc Toretzky sales@headquest.com C: (213) 304-3751 Creative Director David Pogge david@headquest.com C: (404) 477-7009 Billing Therese Galati accounting@headquest.com Contributing Writers Darin Burt darinburt@headquest.com Dario Sabaghi editorial@headquest.com

HeadQuest.com

Aya Datura editorial@headquest.com

@HQMag1998

Joshua Scott Hotchkin josh@headquest.com

@hqmag4u

Matt Weeks editorial@headquest.com

HQ EXPERIENCE HQ Magazine, the industry’s longest-running publication, remains committed to serving the smoke shop community. With an unwavering dedication to delivering award-winning content, and relevant news and providing insight into the latest and greatest industry products, HQ will continue to seek out the best way to reach as many subscribers as possible. With HQ’s recent acquisition, the tides are turning and we know that YOU are ready for something new, something BIG. If you are looking for an upgraded experience, join HQ’s Elite membership program by scanning the QR code below. With each membership, you will receive HQ Magazine each month with no service interruptions, free access to HQ’s digital magazine, exclusive offers from our advertisers, and periodic sample boxes from the industry’s most trusted brands. Upgrade your experience today!

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Ryan Mills editorial@headquest.com Eva Berlin Sylvestre editorial@headquest.com

HEADQUEST INTERNATIONAL LLC. assumes no responsibility for contents herein. Opinions expressed in articles are strictly those of the writer. Published monthly by Headquest International LLC., 6300 Riverside Plaza LN. NW., Suite 100, Albuquerque, NM 87120. Send address change requests (please include information from the shipping label) to the address above, call 505-275-6049, or email subscriptions@headquest.com. Printed in Canada on recycled paper with vegetable-based inks. BEWARE! HQ has no affiliates or outside sales team. Any business or person contacting you and acting as an HQ Representative or claiming affiliation with HQ Publications is unlawfully misrepresenting himself or herself. Please contact sandy@headquest.com if you are approached by any such entity.

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HeadQuest

CONTENTS

150

114

20 Smoke Signals

Quick hits and tight rips; easy reading for optimal absorption.

28 HeadSpace

Into the Weeds on the Industry’s Stickiest Subjects.

162 Quest 4 the Best

Sizzling sellers to smoke the competition.

Industry Associations Drink to Your Health: The 92 164 YOLO Generation goes NoLo. AVM: Another study conﬁrms: 22 Seedless: 420 Lifestyle meets vapes > cigarettes. A New Leaf: Demystifying streetwise fashion. The result: a legacy. 106 cannabis law history. The Green Room Shrooms? Amanita 28 The 114 Legal Maui Wildﬁre: Westside Muscaria: magic, science and HQ After Hours Safety Meeting

Vibes teaches us the power of community and determination.

You Asked, HQ Answered

santa. ConX420: The key to saving independent head shops?

128

How do you survive as a small business in a world of corporate chains? Change the game.

EdQuest

want to eat everything. Visual Merchandising: It’s an art and a science.

Business insights for the high-minded.

Our mini-mag within a mag that’s all about the fun side of adulting.

79 Puff & Pleasure

Resident expert, Kim Airs, addresses your objections to carrying adult toys.

Vendor Profile Tuning In: Is it time to rethink 132 80 Blush on pursuing pleasure, your in-store playlist? Rhonda Miller of the Legendary enhancing intimacy, and f-----g beer The Munchies: The science Shakedown Street in Grand Rapids cans. 140 behind why THC makes you discusses the downsides of legalization.

52 Women in Cannabis Heads of Industry

Beamer Candles: asswhoopings, family values and innovations.

150

82 Feature

Still playing ‘just the tip’ with your adult toy section? Time to seal the deal.

85 PleasureQuest

Gadgets and play things to really hit the spot. 4

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Smoke Signals

EDIBLE DIGESTIBLES A Few Bits From Here and There

Stuff You Should know

They Have to Be True; We Saw Them in a Meme* 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. 86% of consumers will pay more for a better customer experience? Chain stores can’t capture the personal touch you offer. According to a study by Kelton Global, 47% of consumers would shop more often at a retailer that offered exclusive products or services. 79% of consumers believe expertise is as crucial as the product. Great (Michael) Scott! Toker 1: (Hits blunt) “Dude, The Oﬃce is a classic. Could it be any better?” Toker 2: “Hold my bong.” Someone on the team just picked this up from BG Sales and couldn’t be happier about it. Now, as we use it to grind our sweet herb, we sit back and think of the wise words of Dwight Schrute when he said, “Today, smoking is going to save lives.”

55% of consumers will pay more for products from socially responsible companies. 78% of local-based searches on mobile devices end in purchases. *Light sarcasm. Facts sourced from this month’s edition of “You Asked, HQ Answered.” Read more on page 40.

Trade Show Roundup

Pack your bags, pack a bowl, hit the road (order of events, TBD) MJBizCon Las Vegas Convention Center South Hall Las Vegas, NV November 28-December 1, 2023 ANME Show Venue TBA Burbank, CA January 8-10, 2024 Smoke Shop Events Venue TBA Austin, TX January 14-16, 2024

Supplement Events Venue TBA Austin, TX January 17 - 19, 2023 TPE/Glass Vegas Las Vegas Convention Center, South Hall Las Vegas, NV January 30 - February 2, 2024

Photos from TPE and Glass Vegas, which have forged an exciting new partnership for 2024!

Magazine November 2023

Historical Quotes: Fact or Fiction?

There is no short supply of quotes attributed to famous Americans that supposedly prove they were pro-cannabis— and stoners love to pass them around between dab rips (narrator not excepted). We all generally accept them as historical fact, but are they? Spoiler alert: Often, no. Below is a quick compilation of commonly accepted quotes, along with the results of our research on their accuracy.

“Make the most you can of the Indian hemp seed and sow it everywhere.” -George Washington

Alice in Wonderland Sherlock by @anslingerglass

Shrinks Feelin’ the Vibe

High-Stakes Hoax

A new study reveals a significant shift in perception since 2016, with over 80% of psychiatrists now recognizing the potential of psychedelics to treat mental health disorders. Noting decreased concerns about risks, many are open to incorporating hallucinogen-assisted therapy, reflecting growing research supporting the therapeutic benefits of psychedelics.

GoFundMe h a s refunded donors a f t e r p o k e r player, Rob Mercer falsely claimed to have terminal cancer to secure funds for the World Series of Poker entry in Las Vegas. Mercer admitted to fabricating a stage 4 colon cancer diagnosis and accepted between $30,000 to $50,000 in donations. GoFundMe has since banned Mercer and removed his campaign from their platform. Mercer, however, says he has no intention of refunding, claiming he has an undiagnosed case of breast cancer.

“Some of my finest hours have been spent on my back veranda, smoking hemp and observing as far as my eye can see.” -Thomas Jefferson

“Seems to me if grate Men dont leeve off writing Pollyticks, breaking Heads, boxing Ears, ringing Noses and kicking Breeches, we shall by and by want a world of Hemp more for our own consumshon.”

“Some of my finest hours have been spent on my back veranda, smoking hemp and observing as far as my eye can see.” -Thomas Jefferson

*Two things should be noted about Adams’ quote: • •

Apparently, spelling in the 18th century was largely based on guesswork and personal preference. Despite what you may want to read into this, Adams wasn’t suggesting we all smoke a bowl and chill; he was advocating for more hangings (hemp was the primary fiber used to make rope.)

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Safety Meeting

BEYOND THREADS Seedless Cultivates a Legacy

eedless. To an outsider looking in, it’s a simple, unassuming name, likely conjured without much of a second thought. But therein lies the brilliance. To those within the culture, it’s a statement of profound consequence; a gauntlet in the sand, an unfurled banner—a flare gun fired in the night sky. It represents a rare and exquisite quality that can only be obtained through obsessive and relentless attention to detail. To claim such a moniker is by default, to make a promise to live up to this standard—and any breach would mean an inevitable downfall.

Seedless may have begun simply as a clothing company, but the ambitions of its founder, Shea McComb, went far beyond the confines of thread and textile. Shea envisioned Seedless as a fusion of lifestyle and fashion, a brand that would embody the spirit of the 420 culture while setting high standards in quality and style. Seedless began making waves almost from the beginning, becoming a regular

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fixture at notable events like the High Times Cannabis Cup, as well as hosting their own Seedless 420 Party, now an irreplaceable event within the culture. That event, known for its impressive artist lineups and unique attractions, reinforced Seedless’s connection to the vibrant cannabis culture and introduced the brand to a wider audience.

FOB/Safety Meeting

It was 1992 when Shea McComb first claimed that name and launched the San Diego-born clothing company that would so seamlessly blend the 420 lifestyle with a street-wise fashion sense. In the three decades that have since passed, the promise within the chosen name has yet to be broken.

By Aya Datura

As Seedless continued to gain momentum, the brand expanded its reach beyond events, positioning itself as a countercultural institution. Its distinctive style and artistic designs resonated with a diverse crowd – from skaters and surfers to music lovers, et al. In the world of head shops, Seedless was synonymous with style. While the brand grew and gained international recognition, the core values of Seedless remained unchanged as their passion and dedication to the cannabis community was evident in every venture. Whether creating new designs, hosting fundraisers or collaborating with legendary artists and musicians, the duo’s commitment to innovation and authenticity never wavered. The story of Seedless is one of organic growth and adaptability. The brand navigated challenges and embraced its evolution, transitioning from a representation of counterculture to a global trendsetter, all while staying true to its 420 roots. Today, Seedless stands as a testament to the vision of its founders. The brand, grounded in authenticity and a profound appreciation for cannabis culture, has become a global phenomenon. From its inception in San Diego to achieving worldwide acclaim, Seedless has remained true to its mission, as it continues to celebrate and contribute to the 420 community through its unique blend of lifestyle and fashion.

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The Green Room

ALOHA RISING By Darin Burt

How Westside Vibes Kept Spirits High Through Lahaina’s Darkest Day

n August 8, flames surged in the hills overlooking the iconic oceanfront town of Lahaina. In mere hours, the fire swept through homes, apartment buildings, picturesque streets, hotels, and local businesses, decimating over 2,000 structures and reducing over 2,200 acres to ash.

In the wake of the tragic Maui fire, the story of Westside Vibes exemplifies the power of community and determination.

Among the casualties was Westside Vibes, owned by Johnny and Charity Newman. Founded in 2006, this smoke shop, the largest in the state and a beacon for Maui’s counterculture community, was reduced to charred ruins. Their second location, a short distance away, suffered the same fate. Fortunately, the Newmans weren’t among the estimated 97 lives lost, a grim count that ranks the Maui fires as one of Hawaii’s most catastrophic events and the deadliest natural disaster in the nation since 1918. Investigators suspect that active power lines, toppled by high winds, sparked the inferno amidst dry grasses. Initially, firefighters believed they had subdued the brush fire and proceeded to address other emergencies. However, they were mistaken. Winds fanned the flames anew, driving them towards the Continued on page 32

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The Green Room

“All hell was breaking loose. I ran down the highway, passing all these cars trying to escape. Wires hanging, explosions echoing—and there I was, charging into a thick cloud of smoke.” populated beachfront. Adding to the calamity, none of the island’s 80 warning sirens sounded, water was in short supply with many hydrants running dry, and fleeing vehicles had choked the evacuation route to a deadly standstill. The day began with an abundance of caution. The Newmans, the only staff at their family-run business, chose to shutter their doors due to the predicted strong winds. They headed for the beach, unaware of the imminent danger. But by late afternoon, a harrowing Facebook post shattered the day’s tranquility: the fire was racing towards Lahaina. Johnny’s call to his mother-in-law confirmed their worst fears. As she opened her door, she faced a fiery onslaught and a sky thick with ash. 32

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His urgent advice: Get out now! Amid the chaos, another concern arose: their son, Micah, was missing. With cell service down, a desperate and determined Johnny set out on foot. “All hell was breaking loose,” Johnny recounted. “I ran down the highway, passing all these cars trying to escape. Wires hanging, explosions echoing— and there I was, charging into a thick cloud of smoke. I saw friends and customers, standing outside their homes, seemingly paralyzed, wearing expressions of pure disbelief.” Eventually, every member of the Newman family was accounted for, including their son, Lance, who resided beyond the fire’s reach. Tragically, Micah and his fiancée Kamryn, Kamryn’s

parents, and Charity’s mother lost their homes to the inferno. Days later, a somber realization settled: their shops were no more. “A friend sent us a video of the main shop engulfed in flames. It was heartbreaking to watch,” Johnny recalls, his voice tinged with anguish. “We had planned to leave the shops to our kids for their future, but now there’s nothing left.” In the blaze’s aftermath, thousands of Lahaina locals and stranded tourists, some having taken a desperate plunge into the ocean to escape the flames, sought refuge at emergency shelters. In the weeks that followed, the toxic residue of ash and debris, laden with asbestos, arsenic, and lead, kept the Newmans from examining the remains of their once-thriving businesses. Buried

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The Green Room

Every morning brings new gratitude. We have our family, food, and shelter. We cherish each day’s blessings, living as best we can and always hoping for a brighter tomorrow.” inside the primary shop was a safe, guarding a week’s deposits and cash from the register. The safe’s fate is a mystery, now hidden beneath layers of rubble. Yet, amidst the devastation, the Newmans’ determination remains unyielding. Johnny asserts that the path forward is clear: rebuild, reopen, and renew their commitment to the community they’ve cherished for three decades. While state and federal agencies pledged comprehensive aid to those affected by the fires, it was the wave of the Aloha spirit that truly made an impact. In the true tenor of Kokua, a Hawaiian term for the selfless act of aiding others, volunteers from the surrounding islands took to the seas on jet skis and boats to deliver food and essentials straight to the shores of the devastated community. In a show of unwavering support, smoke shop industry vendors, including Amy Short and crew at Glass Vegas, rushed care packages to the island, empowering the Newmans to honor their commitment to their loyal customers. They ensured that personal belongings—be they tapestries, clothing, vapes, glass 34

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pipes, or vital detox solutions lost in the fire— were available at minimal or no cost. “When we first see our friends and customers, our initial relief is knowing they’re safe. But their first words are often condolences for the shop. It takes us by surprise,” Johnny reflects, “especially when some of them lost homes or even loved ones. But we understand the shop held its own special place in their hearts.” “We love what we do at the shop, serving our community. It’s been our passion for years; it’s the essence of who we are,” he adds. “Now, we wake up every day, focused on the future. It often feels surreal, like a nightmare, but we know it’s reality,” Johnny emphasizes. “Every morning brings new gratitude. We have our family, food, and shelter. We cherish each day’s blessings, living as best we can and always hoping for a brighter tomorrow.”

Support Maui’s recovery from the devastating wildfires! The Maui Strong Fund is committed to providing financial resources for both immediate and longterm recovery needs. Your donations will directly benefit the affected communities.

To find out how you can support the Newman family in rebuilding Westside Vibes, please message Charity Newman on Facebook.

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Yo u A s k e d H Q A n s w e r e d

Secrets to Small Shop Success in a Chain Store Era

A PEBBLE AND A SLING “How can my small, independently owned smoke shop even stand a chance against those behemoth chain stores?” You will not like the dry, simple answer to the question. Straight-up, you can’t. At least, you can’t beat them at their game. But don’t hang up your “Going Out of Business” sign just yet. There’s a playbook full of strategies that can help you not only survive but really stand out.

Personal Connections Are Your Currency Did you know that 86% of consumers will pay more for a better customer experience? Chain stores can’t capture the personal touch you offer.

By Darin Burt Action Plan: Invest in a CRM system to personalize the shopping experience. Take notes on customer preferences and past purchases. Then, when a new product arrives that fits their taste, send them a personalized email or even a text. Why? Because 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

“Regulations and new laws can save small shops. They drive competition away and give more of a fair playing ground. This industry needs a bit of a reset. For example, I never cared that I couldn’t advertise on Facebook or Instagram. My competition couldn’t advertise there either. Making customer service and word of mouth so much more valuable.” Jay Dougherty, Coal City Smoke Co., Exeter, Pennsylvania

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Curate Don’t Saturate Statistics show that the smoking accessories market is growing by 8% annually. Standing out is crucial. Action Plan: Offer a specialized “Flavor of the Month” or “Artisanal Piece of the Month.” Create a wall of “Staff Picks” that changes frequently. Have limited-time offers and collaborations with local artists. Remember, 59% of consumers prefer to buy new products from familiar brands; constant innovation will keep your brand fresh in their minds.

As an independent retailer, you realistically can't beat a retail Goliath at their own game—but you can change the game.

Exclusivity: Your Ace in the Hole In a world where everything seems available everywhere, a bit of exclusivity goes a long way. According to a study by Kelton Global, 47% of consumers would shop more often at a retailer that offered exclusive products or services. That’s almost half of your customer base, waiting to be charmed by something they can’t find anywhere else! Action Plan: Partner with manufacturers or local artisans to create exclusive lines only available at your shop. Whether it’s a unique blend of vape juice or hand-crafted pipes, having an exclusive item could turn occasional customers into dedicated regulars. Announce these exclusive offerings through an email newsletter. Stats show email marketing drives $38 for every $1 spent—a staggering 3,800% ROI.

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Yo u A s k e d H Q A n s w e r e d

The Knowledge Arsenal

The Power of Local SEO

Shockingly, 79% of consumers believe expertise is as crucial as the product. Your expertise can be your differentiator.

Search Engine Land reports that 78% of local-based searches on mobile devices end in purchases. Your online presence can drive in-store visits.

Action Plan: Host a weekly ‘Smoking Circle’ where you share tips, tricks, and the latest industry news. Invite local experts for Q&A sessions. Put this knowledge online, too. According to research, 47% of buyers viewed three to five pieces of content before engaging with a sales team. Make your content those pieces.

Action Plan: Register your shop on Google My Business and encourage satisfied customers to leave reviews. The better your reviews and the more up to date your profile, the higher you’ll rank in local searches. A higher ranking means more foot traffic.

79% of consumers believe expertise is as crucial as the product. Your expertise can be your differentiator. Community Engagement: Your Secret Weapon Research shows that 55% of consumers will pay more for products from socially responsible companies. Action Plan: Sponsor a local charity event or community project. Maybe even host charity events in your shop after hours. The more you tie your business to the betterment of your community, the more your brand will resonate with socially conscious consumers.

“I started my shop because I was a young stoner with big dreams. But now all the “chain stores” started opening up and applying big time pressure. Luckily, their customer service is horrible and cheap prices reflect the quality of the product.” Bree Mendoza, South Side Smoke Shop, Chicago, Illinois

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Yo u A s k e d H Q A n s w e r e d

Social Media: The Digital Playground As of 2021, 3.6 billion people are using social media. Your smoke shop needs a slice of this pie. Action Plan: Go beyond just posting product photos. Share testimonials, run flash sales exclusive to your followers, or even host live Q&A sessions on Instagram or Facebook. According to Sprout Social, 74% of consumers rely on social networks to guide purchasing decisions.

“I am a pipe-maker and I definitely feel the crunch the chain stores have on the independently-owned stores. If a store is part of a chain, I might as well not even try to get my pipes in there. It seems they aren’t interested in hand-crafted quality; just cheap, high markup stuff that doesn’t last. This is hurting the industry, and also training the public customer base that this is normal and acceptable. Jerry Lawrence, Twin Oaks Woodworking, Westminster, Vermont

Hyper-Personalized Loyalty Programs Loyalty programs can increase your overall revenue by 5–10%. But generic points-based systems are passé. Action Plan: Create a personalized rewards program based on customer behavior. Offer unique rewards that tie back into your products and services, like a free pipe cleaning service after 10 purchases, or a birthday

discount that’s valid for the entire birthday month. By adopting these actionable strategies, your small smoke shop can provide the personalized, unique, and engaging customer experiences that the big chain stores can only dream of. Sure, competing with the retail giants may seem like a herculean task, but remember, David didn’t need to be a giant to take down Goliath; he just needed the right strategy.

“Customers mainly go to larger chains because it can save them a buck in the short term. Most customers would rather shop at a store that takes good care of them, helps them find what they’re actually looking for, and can consistently give them outstanding customer service.” John McCaslin, Wholesale Sales Executive, Pinnacle Hemp 44

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Women in Cannabis

CAN AN OG HEAD SHOP SAVE ITSELF FROM LEGALIZATION?

RHONDA MILLER’S LONG, STRANGE TRIP By Ryan Mills

or 32 years, Shakedown Street has flourished on the westside of Grand Rapids, Michigan. The blue and red Steal Your Face skull with a 13-point lightning bolt hangs over Leonard Street as unmistakable Grateful Dead iconography emblazoned on the Shakedown Street sign. Inside, the 2,000 sq ft space is brimming with three decades of patina— hippie boho styles drip from every corner, USA-made glass lines the walls, and one of the newest members of the Shakedown family, Mr. Casey Jones, roams the aisles, furry tail swishing. Purr. Shakedown Street, Inc. is absolutely loaded with character. The women in charge, founder Rhonda Miller and her daughter and day-today manager, Joey, have created a thriving countercultural hub and a rich, parallel world grounded in Deadhead sensibilities. Having toured with the Dead for ﬁve years before

opening Shakedown Street, Rhonda is a beacon of that ethos, bringing the “love and good vibes to the westside” in 1992. Throughout the ensuing 30 plus years, she has seen more than her fair share of challenges. The store has been robbed, targeted, hassled by cops, and has survived a brick-and-mortarkilling pandemic. But the hardest thing she’s had to face? Legalization. “It’s always been a tough industry, when it was illegal it was a hard industry to be in. I’ve been arrested for six dollars’ worth of tax evasion in the store because ‘grown’ people didn’t want us there. But honestly, I would rather have the cops on my ass than this much competition . . . you can always get a good lawyer and get yourself out of it if you’re making money.” She makes a good point. Shakedown Street at its peak pulled $1.3 million yearly, with customers coming from two to three hours

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Women in Cannabis

away just to visit the store. Now, in states that have legalized, it almost feels like head shops are stuck in idle, unable to move forward and struggling to compete with private equity-funded behemoths. How are we in a position where shop owners are wistfully thinking of the good ol’ days of police interference and legal fees?

she remarks pensively. In the state of Michigan, some companies are trying to grab up control of cultivation by local growers for their own use. The Cannabis Manufacturers Association, which is a group of several large corporate cannabis companies, has been

control of the market for a select few in order to increase their profit. Rhonda has seen it coming. She understands all too well the many downsides with which shops like hers must now contend in a postprohibition world. It’s a story that’s becoming all too familiar. As the industry opens up to those focused only on profits, the originals— the dedicated and the diverse—are getting squeezed by competition that’s barely competitive. In 1992, the corner gas station wasn’t competition. In 2023, the dispensary next door hurts you more than it helps you.

I’ve been arrested for six dollars’ worth

Rhonda is part of a very vocal corner of the industry, sounding the alarm that legalization poses an existential threat with corporate takeovers eating up small businesses altogether. It’s not just the head shops, but the ripple effects that impact providers and distributors all down the line. “Be careful what you wish for . . . legalization is going to kill us all. I knew it was gonna happen,”

of tax evasion in the store because

‘grown’ people didn’t want us there. But

honestly, I would rather have the cops on my ass than this much competition.

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fighting with the state’s medical marijuana industry over testing protocols, as well as the cultivation of marijuana by caregivers. If they get their way, it will likely mean

There might not be a happy ending.

#IAMASTNR

WWW.STNRCREATIONS.COM

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Women in Cannabis

Weed is an industry about people and connections, just as much as it’s about the product. That system is now being threatened by private equity, the dysfunctionality of creating a regulatory infrastructure, and the natural evolution of head shop demographics. This is not a hustle for the faint of heart.

Drivin’ that Train

The store Rhonda has created is the type of place where you want to linger. A mural is being painted out back next to the 1960’s VW bus, while the monthly raffle winner is gifted a gigantic flower power-themed basket full of essential oils, hemp seed lotion, jewelry, candles, stickers, and a handcrafted pipe. Quality

glass has always reigned supreme for Shakedown Street, making up about 80 percent of the store’s sales. But now the lifestyle part of it—the women’s clothing and silver jewelry, the incense, deadhead posters and stickers—those are all moving more to the center stage. A part of this shift is due to the changing preferences of a new generation of cannabis users. With the growing popularity of alternative consumption methods such as vaping and edibles, the demand for traditional smoking accessories has declined. By catering to a broader audience interested in the culture, art and design of cannabis culture with a unique, curated experience, stores like Shakedown Street have found a niche that sets them apart from big box retailers. The store is pivoting to enhance its online presence as well, hiring an SEO expert and a web designer. Her daughter, Joey, manages the social media channels and launches weekly new items every Friday that coincide with the store’s newsletter. Mr. Casey Jones is a frequent Instagram guest star alongside the vintage and secondhand clothing finds featuring Y2K and hippie chic styles.

Magazine November 2023

“We’re in a period of growing and trying to get through it. We are staying focused on diversifying our store with inventory that isn’t just pipes. We cater to all the deadheads which really

helps. I’m just going to keep going for a few more years and hope the trends that keep people away change a bit.” In recent years, the landscape of cannabis culture has undergone a significant transformation. Head shops, those unique and specialized stores existing on the fringes of society, now have to deal with the looming big business takeover of their

industry. Rhonda and Shakedown Street however, are confronting this evolving relationship between society, cannabis and the business of connecting the two, (Dead)head on.

November 2023

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Heads of Industry

FAMILY VALUES & VANISHING ODORS By Matt Weeks

Beamer Candle Co. Clears the Air

It began as a way to avoid an “ass whooping.” It evolved into a wildly successful business with a nose for innovation.

teve Jobs had a garage in California. For Mark Zuckerberg, it was a Harvard dorm room. Ryan Salem found the inspiration for his company in the basement of his parents’ Detroit home. That’s where he used to huddle beside his older brother to toke up. In a timeless teenage tradition, the boys would blaze, laugh, and then feel those nagging bites of paranoia cloud their good time. One whiff of the weed smoke wafting its way upstairs could land them in a world of trouble. That’s just the way it is when your parents are Catholic immigrants from Iraq.

Magazine November 2023

If the Salem brothers wanted to enjoy their evenings without fear of punishment, they needed a way to deodorize their den of iniquity. “Smoking is against the old school. Our parents hated it. So we couldn’t smell like weed. We just had to figure out how to mask it when we smoked,” Ryan Salem says. “We did the little toilet paper tube trick. We covered the door openings. We tried everything.” The no-smell gimmicks ranged from not working at all to helping a bit, maybe. They led to near misses, for sure. But even when the Salem brothers managed to smoke without getting caught, their problem never got solved. The smell of ripe bud stuck to everything: furniture, clothing, carpets, hair—everything. It seemed like there was no hope until one day an idea struck them like a club. As they were sharing a joint and watching the smoke rise, they suddenly realized that something else could help them: candles! But not a regular candle—one that wouldn’t just mask the smells but diffuse it completely.

Family Values And with that, Beamer Candle Co. was born. Some companies don’t simply name their values. They live them. That’s the case for Beamer. If you look closely, the Salem brothers’ life story is all over their products. Their journey

of growing up in a scrappy Detroit neighborhood glows with every flick of your Bic. Take the candles themselves. They’re 100 percent made in the USA, a reliance on American manufacturing that echoes the work ethic of Detroit, the birthplace of the nation’s home-built auto empire. Then there’s the company. Keeping with their close-knit values, the Salem Brothers employ almost all their family in some capacity. Even their parents, who were once so against the thought of their sons getting high, find that working beside their children is worthwhile—even if it helps people smoke. They bring their own business expertise, honed over 40 years of running a small grocery store, to the candle making enterprise. But even the regular employees feel like family. “We’ve had people with us for years, and we always make sure to take good care of our staff,” Ryan says. “It’s very important to us and something that we’re proud of, being able to pay fair wages and make sure our workers are well taken care of.” Then there’s the ingenuity and innovation that comes from staying ahead of the market. The Salem brothers inherited the entrepreneurial gene from their parents. “I dropped out of college to make this work,” Ryan says. “When you own your own business, it’s just crazy hours.

November 2023

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Heads of Industry

W E D I D N ’ T W A N T T O R E LY O N T H E Q U A L I T Y OF A PRODUCT FROM CHINA, SO WE HAD TO L E A R N H O W T O M A N U F AC T U R E E V E R Y T H I N G O U R S E LV E S . I couldn’t do school and the business. And when you’ve got a product like candles, it’s even harder. It’s not like a product where you can sell hundreds of thousands of units per month. When you buy a candle, it’s going to stay with you for a while. It takes time to use it up. That’s a tough part about this business.” Now offering over 60 scents, ranging from standard nose-pleasers like Blueberry High Pie to the funky mashups like 70s Lovin’, the company is growing. Backed by a money-back guarantee, the candles don’t simply

Magazine November 2023

cover up smells. They’re made with natural enzymes that cling to odor molecules and break them apart at a microscopic level. But some things never change. The next big steps for the company— the new sizes, new smells, new marketing campaigns, and in-store displays—often come from the same kind of brainstorming session that sparked the company to life in the first place. “Really, we smoke a joint and have a two-hour creative meeting,” Ryan

said with a laugh. “That’s the magic, I guess.” For nearly a decade, Beamer Candle Co. has been growing the same way their candles burn—slow and steady.

Chance Encounters “Everything we did took a lot longer than we planned because we had to learn how to produce candles,” Ryan says. “We didn’t want to rely on the quality of a product from China, so we had to learn how to manufacture everything ourselves. And that wasn’t

November 2023

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Heads of Industry

easy. A lot of people can make a candle and sell it cheap, but can you make a high-quality candle? That’s the difference that we provide.” Taking the time to do things their way has paid off. Beamer continues to expand each year. Now, it offers three sizes of its Smoke Killer candles—4, 7, and 12 ounces—with the big one boasting an industry-leading 90-hour burn time. “The most important thing for us is trying to have every shop give us a chance,” Ryan says. “We offer a lot of benefits. We pour everything fresh. When we shipped candles, they were almost always poured within the last week or two. That’s one big thing we pride ourselves on, even though it does take us some time to produce things that way.” Taking extra time is worth it, he says, even if he wished he could’ve bought a Beamer candle 20 years ago, when he was still lighting up in the basement. He laughs. “It definitely would have saved a lot of ass whoopings for kids.”

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Magazine November 2023

A N D T H AT W A S N ’ T E A S Y. A L O T O F P E O P L E CAN MAKE A CANDLE A N D S E L L I T C H E A P, BUT CAN YOU MAKE A HIGH-QUALITY CANDLE? T H AT ’ S T H E D I F F E R E N C E T H AT W E P R O V I D E .

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PUFF & PLEASURE

The top Five Objections to Carrying Adult Toys and Why You Should Ignore Them

was recently at a cannabis event to soak in the knowledge of what’s new, what’s popular, and what’s smokin’ in the wacky weed biz. When I brought up the idea of incorporating adult pleasure products into the sales mix, you’d think I’d spoken the unspeakable.

By Kim Airs

but there are apparently still lingering objections. The rest of this column will be dedicated to answering them. OBJECTION: Adult products wouldn’t ﬁt in our product line. Rebuttal: The products in this industry are deisgned to give the user an altered state, often one of focus, relaxation, and, you know the rest. It’s the perfect opportunity to introduce something new. It’s the equivalent a glass of wine being to relax and let go of inhibitions.

sales but in the case of cannabis retail, to know every detail about the usage, dosage, ingredients, and everything involved with this unique product line. Rebuttal: Adult products are no different! Many distributors have robust training video programs available at no cost with many of them provided by the manufacturers themselves. Perhaps staff would also have the opportunity to integrate selling these items along with the cannabis offerings, creating a better bottom line for your business.

I was puzzled by the response. I mean, the whole cannabis industry—whether it’s the plant or the accessories—is based on feeling good, on overall general health and wellness. The ends may be pursued from an unconventional angle, but they are the ends all the same. It’s no different for the pleasure OBJECTION: They cost too Bottom line: It’s all about adult pleasure. products industry. Many much to bring in. Offering more paths to a blissful high is manufacturers are divorcing the primary goal for both industries. themselves from labeling their Rebuttal: As with any retail products as “adult novelties” product, there is a wide range of and incorporating “sexual health and OBJECTION: It’s against the law to wholesale costs for adult goods. This is wellness” as their modus operandi for sell adult products in our location. where a knowledgeable distributor can their line of goods. help you out. They can recommend the Rebuttal: That’s possible. However, if introductory products. Then, just keep it Did You know? The reason adult toys a smoke shop can legally operate, it’s simple until you gain some traction. were often called not probable. Take another pass at your “novelties” to begin with was to skirt FDA local laws, just to make sure. A call to the Start a conversation between approval. These items are not medical municpal authorities should settle any management, buyers, and staff to get devices, a designation that would cost doubts. Remember, though: Always get a feel about how everyone responds thousands of dollars to process through it in writing. Always. to the idea of adult products. Speak to this government wing, never mind your distributor. Maye set up a Zoom OBJECTION: Customers are go through the rigorous testing to get presentation to get your team familiar nervous when they come in to that point. Meanwhile, the reason with the product line and help them because we get mostly first-timers pleasure products are frequently called understand how these items can easily in the store. “massagers” instead of “vibrators” is dovetail with what you already carry. to slide past those pesky municipal Rebuttal: When new customers come in ordinances banning or strictly regulating to find cannabis products to experiment Bottom line: It’s all about adult pleasure. Offering more paths to a the sale of sex toys. with, encourage them to open the doors blissful high is the primary goal for both to relaxing, physical experimentation, But I digress. Back to my point: Your industries. too. customers deserve not only the best in their medical/recreational accessories, OBJECTION: It would take too Let me know how it goes for you! Contact but also the best in pleasure products. long to train our staff on the me on the HQ page. If you have any You can give them both. I’ve been products and their usage. We questions about adult products or the pounding this podium since last spring, rely on our staff not only to make industry in general, go ahead with those, too. Thanks!

November 2023

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After Hours

A STROKE OF GENIUS Elevating Intimacy Since 2007

consumer safety, introducing products to rigorous third-party lab tests. The extra step ensured alignment with international safety standards, such as the European Union’s REACH— or California’s Prop 65, both of which their products either uphold or surpass—guaranteed. Nancy Cosimini, Blush’s Sales Manager, highlights the evolution from items once deemed ‘novelties’ to today’s “pleasure products.” This isn’t just a change in name; it represents a broader recognition of sexual wellness as integral to overall health. Blush’s products underscore this, merging quality with aﬀordability, thanks to their direct-frommanufacturer approach.

can be daunting, but with Blush, you gain access to savings bundles, merchandising tools, and the invaluable “Blush U” online training hub. Led by in-house expert Tawney Seren, this platform ensures you and your staff become comfortable and confident at addressing any customer query. Cosimini, in tune with the evolving retail climate, actively collaborates with smoke shops eager to diversify. With Blush’s vast portfolio of over 1,200 diverse products, it’s easy to wonder where best to begin. While they do offer daring choices like the audacious “Big As Fuk” 18-inch pink double-headed dildo, Cosimini suggests kicking things off with “gentler” offerings, such as the “Limited Addiction” collection— rechargeable vibrators adorned in psychedelic colors. Keep an eye out for their upcoming mushroom and cannabis motifs, tailored to resonate with the smoke shop regulars. For a touch of luxury, the “Oh My Gem” vibrator series offers handles inlaid with simulated gems, from diamonds to garnets.

n the early 2000s, open conversations about intimacy began Their innovation extends to proprietary to gain traction in mainstream features like Sensa Feel, UltraSilk, media. However, sourcing top-tier and FlexiShaft, ensuring users enjoy sexual wellness products remained a a provocatively lifelike experience. challenge. The market was flooded with They’ve led the way on internal substandard items, leaving consumers mechanisms as well. RumbleTech often uninformed and unsatisfied. features motors specifically tuned It was in this backdrop that Blush emerged in 2007, with founders Verna Meng and Eric Lee Blush is a sexual health brand committed crafting a clear vision: to inspire to the pursuit of pleasure with innovation, and reshape the sexual wellness education, and inclusivity. Their mission industry by offering innovative, is to enhance intimacy with thoughtful yet affordable products. products designed to celebrate all bodies. Based in New York with robust connections in China, Meng and Lee took a bold leap by acquiring two overseas factories. This decision wasn’t merely a business gambit. It was an embodiment of their commitment to quality. By directly overseeing the manufacturing process, they ensured every product was crafted with meticulous attention, using body-safe materials and adhering to the highest manufacturing standards. Blush

championed

the

cause

Magazine November 2023

using tungsten weights to produce deep, rumbly vibrations, while their SmartThurst features oﬀers precision dialed speeds for the perfect sensation. There’s also the Turbo Boost, a onetouch function that engages a warp drive of powerful vibrations for 15 seconds. But here’s where things get even more exciting for you, dear retailer. Blush doesn’t just provide products; they’re oﬀering a holistic partnership. Introducing a new product line

For the guys, Blush oﬀers a stroke of genius: strokers that easily pass as everyday beer cans—Luscious Lager, Arousing Ale, and Sultry Stout—at a casual glance. And for a splash of eyecandy at point-of-purchase, the “Play With Me” line showcases neon-hued cock rings. For Blush, it’s all about contributing to the positive growth in healthy sexuality, and helping to destigmatize great sex, as well as self-pleasure and self-love. “Our goal is to promote overall wellness for everyone,” Cosimini states. “Enjoying life’s pleasures is a positive thing, and Blush products play a crucial role in enhancing people’s happiness.”

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After Hours

Still playing footsie with the pleasure toy market? Consider making it a full-blown affair.

FROM SMOKE RINGS TO PLEASURE THINGS By Darin Burt

n an ever-evolving marketplace, staying ahead of the curve is the key to survival. For smoke shops aiming to diversify, adding adult pleasure products can be a savvy decision. This shift not only taps into a lucrative market but also offers a unique edge, setting pioneering retailers apart from the pack. Let’s unravel the juicy details and the “aha!” moments behind this game-changing transformation and see just how it can turbocharge a smoke shop’s profits!

First, a Little Foreplay

Millennial and Gen Z consumers, recognized for their progressive attitudes toward sexuality and a penchant for quality, are core customers for smoke shops who represent an untapped market for adult products. By diversifying your inventory in this direction, you’re not taking a shot in the dark; rather, you’re strategically aiming for a target that’s hard to miss.

Quality over Quickies

Adulting Has Never Been More Fun

Magazine November 2023

Focusing on quality in adult products can turn fleeting customer interactions into enduring, long-term relationships. As evidence of this, OEJ Novelty/Our Erotic Journey, winner of the “Best Pleasure Product Manufacturer (Small)” at the 2023 AVN Awards, offers a variety of vibrators and sex toys, like glow-in-the-dark cock rings and penis pumps—all backed by an industry-leading five-year warranty.

November 2023

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After Hours

Playful Pairings One challenge retailers may encounter when introducing adult products is maintaining the existing character of their stores. According to James Guo of OEJ Novelty/Our Erotic Journey, the key lies in packaging and merchandising. OEJ Novelty/ Our Erotic Journey emphasizes colorful, yet discreet packaging that grabs attention without being lewd or offensive. Consider products like their palm-sized 420 leaf-shaped external massager, part of a “pot collection” designed to attract smoking aficionados while offering a tasteful introduction to adult products.

Naughty Knowledge Your staff plays an essential role in creating a welcoming retail atmosphere. Just as they comfortably discuss other products in the store, they should be equally comfortable conversing about adult items. Take, for instance, a customer inquiring about a vibrator. A well-prepared response could be: “Absolutely, we offer a variety of pleasure-enhancing products that many customers find enjoyable. Is there a specific feature you’re interested in?”

Millennial and Gen Z consumers . . . Merchandising are core customers a New Vibe Once you’ve curated a selection, for smoke shops it’s time to generate some buzz. It’s essential to have a variety of products who represent an for everyone, from first-time buyers to aficionados, as well as various untapped market for price points. Rather than hiding adult products in a backroom, Global adult products. Novelties Founder and CEO Autumn O’Bryan suggests having a slat or grid wall section to display, especially for products whose packaging presents better hanging. And product testers, she adds, always help because the customer can actually see the product and its features and functionality before purchasing.

Magazine November 2023

By fostering an environment where discussions about adult products are natural and informationoriented, you encourage curiosity and exploration without hesitation. Remember, the goal is to ensure all customers feel respected, understood, and comfortable throughout their shopping experience.

The Big O(verview) Every great love story has its moments of passion and intimacy. For smoke shops, introducing quality adult products with tact and taste can be a spicy chapter with rewards beyond revenue—it’s about seducing the senses, building anticipation, and guaranteeing every transaction has a ‘happy ending.’

Sizzling Sellers that Put the “F” in Functional

The Boujee Bitch

The We-Vibe Rave-2

Discover unparalleled pleasure with the We-Vibe Rave 2! This adult device is expertly designed to target the G-spot and the vaginal opening with thrilling vibrations and a unique twisted shape, ensuring an unforgettable experience. Available in playful shades of blue and pink, the Rave 2 fully embraces the tech revolution with an option to pair the device with the We-Vibe app for creative long-distance control.

Delve into an unforgettable experience with the Boujee Bitch from Velvet Alley, co-created with the enchanting tattoo artist and model, Evilyn Ink. Boasting a unique mold design featuring a distinctive split tongue, this exclusive piece is available in three versatile sizes. Each model is beautifully packaged in a velvet drawstring bag and a limited-edition pink coffin box, with signed boxes for the first thirty orders. Crafted from premium, body-safe platinum cured silicone and vibrant cosmetic-grade mica, every handpoured creation is a unique masterpiece that embodies Evilyn’s daring and individualistic spirit. Ensure lasting enjoyment with included care instructions and let Evilyn Ink leave her mark on you with the Boujee Bitch. velvet-alley.com

As the second generation of the beloved Rave series, this upgraded model boasts thoughtful tweaks and refinements, enhancing its ability to delight users. Crafted with smooth silicone and featuring an adjustable fit, the WeVibe Rave 2 is a true embodiment of pure, intensified pleasure. Elevate your intimate moments with this innovative and sophisticated device! We-vibe.com

November 2023

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HeadSpace

BUH’BYE, BOOZE Gen-Z is ditching drunkeness in droves. Could the alcohol industry be heading for a blackout?

Magazine November 2023

The sobering future of social drinking: Is alcohol’s 9,000 year-reign on the rocks?

DRINK TO YOUR HEALTH

Gen Z: From YOLO to NoLo By Matt Weeks

lcohol had a good run. For 9,000 years, it’s been humanity’s go-to drug of choice, living at the center of our cultures—embedding itself in our religions, our healthcare, our self-medication, and our free time. But all that might be in the past. Alcohol conquered every mountain with promises of escape, high spirits, and pain relief. But that seems to have stopped working sometime last year. That’s when the $2 trillion global alcohol industry found itself under siege by so-called NoLo (no and low-alcohol) beverages. The best way to gauge any fundamental shift in consumer

behavior is to watch the elites. For example, there was no clearer omen forecasting the decline of cigarettes than when Altria (formerly Philip Morris) bought Juul. So, when AnheuserBusch InBev, the makers of Bud Light, announced its NoLo line will make up one-fifth of its sales by 2025, there was only one conclusion to draw; they saw the writing on the wall the rest of us may have missed. Quick on their heels, every major brewery has since stepped into the NoLo market in some form. The International Wine and Spirits Record (IWSR) pegged the global NoLo market at north of $11 billion in 2022 and expects it to grow at 9 percent a year through 2026 (even

November 2023

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HeadSpace

more in United States). The biggest beneficiaries so far are beer alternatives like Heineken Non-Alcoholic and Athletic Brewing’s NA IPA. But the trend has also further opened the door for beverages featuring kratom, CBD, functional mushrooms, and other supplements believed to promote clarity and relaxation.

Many Americans not only wish they could feel good all the time; they see it as an attainable goal. But today’s idea of permanent bliss requires cutting out hard drugs, not doing more of them. The 2023 wellness industry asks us to believe that if we’re not feeling happy and healthy, it’s a simple matter of correction.

Fresh off a twoyear bender, Now, with Sober October just beginning And nothing did more to convince us of modern consumers to slide into the rearview, it’s easier our own deficits than Covid 19. than ever to see why head shops and dispensaries are making big money off The pandemic spawned a seismic have stopped mental health reckoning; a kind of bottles and cans. mass Moment of Clarity born of a mass looking for a But what’s driving the shift away from hangover. From March to September a centuries-old practice? 2020, alcohol usage spiked 20 percent way to deny the over the previous year, according to a The Anxiety Economy study from Columbia University. Sales uncertainty in stayed strong through 2021, with 60 When Kramer from “Seinfeld” percent of adults admitting to drinking their lives. Instead, disguised himself as a drug-addled more than ever. But as normalcy party boy, he summed up the parody by returned, Americans looked at exclaiming, “Here’s to feeling good all themselves in the mirror and couldn’t they have begun the time!” The audience of the 1990s believe what they’d become. understood the line as a joke about searching for a excess. Certainly, only someone under Because we’re not a country that lets the sway of illegal substances could a crisis go to waste, we responded the way to accept it. believe in feeling good all the time. best way we know how: by developing But present the same line today, and it will land differently. Out of context, modern consumers are more likely to view the exclamation as the slogan for a health supplement or the motto of a yoga app than as a reference to illicit party favors. 94

Magazine November 2023

new products to buy. If our daily lives were producing more anxiety than ever before, the market would produce more cures.

Suddenly, meditation apps flourished. Bookstores began to notice a shift in self-help purchases. Tomes that

November 2023

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HeadSpace

From March to September 2020, alcohol usage spiked 20 percent over the previous year, according to a study from Columbia University . . . But as normalcy returned, Americans looked at themselves in the mirror and couldn’t believe what they’d

become.

dominated the beforetime, like Rachel Hollis’s “Girl, Stop Apologizing” and “Awaken the Giant Within” by Tony Robbins, suddenly seemed cute and unserious against our post-pandemic superstars like The Myth of Normal: Trauma, Illness and Healing in a Toxic Culture and The Subtle Art of Not Giving a Fuck. Where we once sought help to conquer the world and maximize our success, we were now

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searching for ways to simply exist without pain.

Fresh off a twoyear bender, modern consumers have stopped looking for a way to deny the uncertainty in their lives. Instead, they have begun searching for a way to accept it. Enter the wellness beverage market.

The New Healthy At the very moment when the majority of Americans agree with the statement “mental health is just as important as physical health,” the market has provided products that relieve the

mind without burdening the body. If coffee makes you too jittery, you can try mushroom-based alternatives. Brands like Ryze and MUD\WTR promise their blends of fungi will relieve inflammation, boost brain power and, crucially, curb anxiety. Alcohol depletes your energy? Swap your beer buzz for Cann, the THCinfused carbonated drink that markets itself as a “social tonic.” If you need to take the edge off, a shot of whiskey could leave you feeling dehydrated and smelling of booze. Instead, pop a CBD-powered Wunder soda. The herbal drink market makes up one of the biggest slices of the NoLo pie. Sadly, however, the current legal

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ambiguity of cannabis has numbed the potential buzz in public spaces. State and local laws are only beginning to address the legality of THC-drinks in bars and clubs. The hippest new spots in New York are “sober bars” like Jungle Bird, Absence of Proof, and Lord’s—but none serve c a n n a drinks. At least not yet.

For the fastest-growing contingent of herbal party drink consumers, however, that’s not a problem.

Talkin ‘Bout Dry Generation While every consumer demographic reports an urge to curb drinking, the effect is most pronounced at the lower end of the age curve— the same groups that identify most heavily as pro-cannabis, proCBD, and pro-herbal supplements. Generation Z drinks less than Millennials did at their age, who drink less than Gen Xers, who drink less than Baby Boomers. Health experts like to credit this decline to increased public education about the dangers of alcohol, but it’s just as likely that Zoomers are imbibing at a lower rate (and having less sex) because they hang out less than earlier generations.

While Boomers had their malt shops, Gen Xers met at the mall, and Millennials had parking lots, teens today get their kicks online. Nobody needs to show up at “the spot” or sneak into a party in the hopes of running into their crush. Posting a thirst trap to TikTok works just as well. Just as importantly, modern parents expect to know where their kids are at every moment of the day. The days of the big, secret high school blowout have been on the decline since American Pie had a wedding. And, as any parent can attest, it’s harder for kids to make bad decisions when they have less access to bad influences. More than that, Generation Z is simply built differently. Even when younger folks manage to meet up, it’s not the same. As one 19-yearold bluntly put it, “Whenever we get together, everybody’s on their phones.” Zoomers are the first generation to grow up completely within the internet age, which makes them hyper-aware of their online image. While Gen Xers could forget a drunken night, Gen Z realizes they have to live with the evidence forever.

Why Are You Booing Me? I’m Right The good news is that the trend toward NoLo beverages and cannabis drinks is a positive step forward. They leave us healthier and happier than alcohol does. They don’t lead to aggression or poisonings or liver failure. They show real promise in relieving anxiety, along with inflammation. And, before you start thinking about Prohibition 2.0, these drinks are not perfect replacements. Eighty-two percent of consumers who buy NoLo products also drink the hard stuff. They just want a break sometimes. For health reasons.

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We’ve won the argument; an overwhelming majority of Americans support federal legalization. Is it time to drop the conspiracy theories?

By Joshua Scott Hotchkin

n order to make sense of how the legal status of cannabis evolved over the past few centuries, I am going to need you to engage your imagination. This is not bexcause we lack facts, but because some of those facts were born in a context that is lost to us. When we view old facts in light of today’s world, it often gives them the appearance of arising via shady characters and nefarious deeds. But if we can set aside the biases and prejudices of our zeitgeist, it may be possible to see how the ball of marijuana prohibition got rolling from innocent, perhaps even benevolent, roots. Bear with me for this. Imagine being given a medicinal elixir that, without your knowledge, contained marijuana. Now, imagine being given a medicinal elixir that, without your knowledge,

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TURNING OVER A NEW LEAF Bringing a Dose of Clarity to the Complicated History of Cannabis Law

contained marijuana and you have never tried marijuana before. Next, imagine being given a medicinal elixir that, without your knowledge, contained marijuana and you have never tried marijuana before, and in fact had never even heard of it before, and thus have no knowledge of its effects.

Finally, imagine being given a medicinal elixir that, without your knowledge, contained marijuana and that you have never tried marijuana before, and in fact had never even heard of it before, and thus have no knowledge of its effects, and in fact, have little to no knowledge of recreational drug use or altered states of conscious experience at all.

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If you cannot imagine this filling you with panic, terror and a sense that you have lost your mind completely, then you are probably helplessly deficient in imagining the context in which cannabis use often occurred in the mid 1800s, when it was added to medicinal elixirs that were sold to the public with the promise of medical miracles. The first laws to address cannabis in the United States came about in the wake of a handful of suicides related to its ingestion by people who had no idea what they were getting into. While it is difficult today to imagine marijuana causing such an extreme act, it is not necessarily difficult to imagine it in the context of a distant past in which none of the things we know today were known—and superstitious beliefs were far more prevalent. Marijuana elixirs were sold alongside those containing the highly addictive opium, which was also being added to mid-19th century medical products, and thus coloring the view of cannabis by association. Several states began to recognize a need for consumers to be informed about what they were ingesting. And so, the first cannabis laws were consumer protection regulations, which required manufacturers and sellers to label their products as containing “poison,” as this was before the average person firmly understood the concept of narcotics. Arguably, you’d be hard-pressed to find anyone, now or then, who thought it a bad idea to ensure that people knew what they were getting into before ingesting a substance with profound effects. Even states that have legalized today have strict labeling laws—and no one, save the most resolute of libertarians, disputes their validity. And this is how the stage was set for cannabis legislation over the next century, ultimately culminating in Nixon’s anti-drug rampage in the 1970s. We have no hard evidence of evil plots or scheming madmen; just 108

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The first written treatise espousing the medicinal properties of cannabis to Western medicine came out in 1839, and by the 1850s it became a somewhat common ingredient in medical elixirs.

the commercialization of medicine leading to conditions in which valid concerns were eventually distorted into puritanical derangement.1 The first written treatise espousing the medicinal properties of cannabis to western medicine came out in 1839, and by the 1850s it became a somewhat common ingredient in medical elixirs. By the 1880s it had become fashionable for the upper classes to use hashish recreationally,

and parlors established for its use became prevalent in cities along the east coast, similar to the opium dens of the day. The first mention of smoking the plant matter directly was a report on Mexican soldiers in 1874. Cannabis use was not exactly rare in the mid to late 19th century, but it would have still been virtually unknown to most people living in rural areas, and these are the people whom labeling laws were enacted to protect.

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These were state laws; not federal. Both the federal government and the intellectuals of the day had taken the position that cannabis was mostly harmless, and that prohibition would be more harmful. However, the damage had already been done. In rural areas where most US citizens resided, cannabis had gained a reputation as a dangerous and addictive substance, which was bolstered by its usage occurring in similar manner to the more

harmful o p i a t e s . A handful of cau t ionary t ale s of cannabis use gone awry was enough to color public sentiment, which created legislative momentum against it.

was powerless to do much about it. The Marijuana Tax Act of 1937 did very little except to discourage legal commerce, which then stunted further research and understanding. Yet states unanimously adopted policies of prohibition, thus paving the way for dangerous black markets which would add to public hysteria about the dangers of cannabis use.

What began as a

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If only the first cannabis sellers had put a warning on the label, history might have unfolded differently. The only reason this did not happen is that when medicine became business, businesses sought an advantage through trade secrets, which is still happening today. It was the impetus of profits and greed, which paved the way for disastrous attitudes and policies against a plant that is relatively harmless when used responsibly by fully informed people.

reasonable response to irresponsible c a n n a b i s sales slowly morphed into a bias against it, and that bias was met with increasing legislation over time, which served to strengthen the perception that marijuana was dangerous and evil. A feedback loop of bias

Fear and righteous indignation have By the time Anslinger came along, had a way of cannabis was already restricted by law in several states, and a few generations of cautionary tales had warped into a circumventing puritanical hysteria which regarded it as a destructive narcotic. It did not reason throughout matter that it was not true, because that is not how things work. Fear and most of human righteous indignation have had a way of circumventing reason throughout history. Cannabis most of human history. As time went on, cannabis became a victim became a victim of of this tendency. Even so, Anslinger this tendency. 110

confirmation finally culminated in the Controlled Substances Act of 1970— which became the impetus for the federal government’s full out war on drugs, thus creating the largest prison population in history by the end of the 20th century.

It’s important to clarify that when we say we have no hard evidence, we mean, up until the Nixon Administration, whose malicious intent was publicly confirmed by policy advisor, John Ehrlichman:

“We knew we couldn’t make it illegal to be either against the war or black, but by getting the public to associate the hippies with marijuana and blacks with heroin, and then criminalizing both heavily, we could disrupt those communities. We could arrest their leaders, raid their homes, break up their meetings, and vilify them night after night on the evening news.”

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TRIPPING THE BRIGHT RED FANTASTIC By Eva Berlin Sylvestre

A tale of folklore, science, essential pop culture, and . . . the origin of Christmas?

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Amanita Muscaria: From Mysticism to Modernity

n the shadowed depths of the University of Cologne’s oldest alchemy laboratory, Albertus Magnus mixed potions with foundations of amanita muscaria beneath the eerie glow of candlelight, intent on concocting a solution to rid the university of its persistent fly problem. Students whispered in rumor and curiosity about the ancient scholar’s late-night experiments with the crimson caps, and before long, they had their answer. In a saucer of milk laced with an amatoxin that both attracted and killed the winged nuisance that plagued the ancient school, a new pesticide was born. Centuries later, in a forest glade near England’s Oxford University, Lewis Carroll sat, quill in hand, with pages of “Alice in Wonderland” scattered about him. Stirred by the enchanting mushrooms that dotted the forest floor, he let them speak through him, forging magical doorways to reveal Alice’s adventures. The tale — one that began as stories told to his children — unfurled before him in its entirety, giving us Wonderland and its access to mesmer and ethereal delights.

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ou already know amanita muscaria, HeadQuester. From depictions of the red-capped beauty in the Mario franchise to the blacklight poster before which your middleschool sweetheart cheated on you (condolences), the iconic mushroom stands as a hallmark in both the annals of botany and folklore. Native to temperate and boreal regions, amanita muscaria (also known as fly agaric) has sealed its place in the zeitgeist of various cultures due to its psychoactive properties. Though it belongs to the amanita genus, which houses several toxic

microdose regimen as mushrooms in the genus psilocybe— “magic mushrooms,” if you will — some users revel in the benefits of a daily realitytweak via amanita. One of those is Amanda Taylor1, 33, who procures dried caps from an online source and brews a nightly tea before bed. “I get the blankets set up perfectly and put my water and phone close by on the nightstand [after I finish the tea],” she says. “Sometimes I get dizzy if I’ve made it too strong, and I can’t get up, so I need to have those readily available.” Dizziness is a common occurrence, especially for newer users, but even connoisseurs can botch the batch. Processing and dosing is tricky, so it’s ill-advised for the untrained to try their hand.

When properly prepared and thoroughly cooked, amanita muscaria is safe to eat in moderation, just like any —Hunter Donahue wild edible mushroom. B.S. UGA varieties, amanita muscaria itself is classified as less toxic, yet still capable of inducing modest hallucinogenic experiences. For many frequent fliers of Air Muscaria, the trip is usually more mild than wild. Though not as common in a daily

Explicitly, fly agaric should be decarboxylated to transform its ibotenic acid — the powerful neurotoxin it contains in abundance — into the more desired muscimol, which also exists therein, though in negligible amounts. Forgoing (or all-out fumfering) the decarb can result in an ibotenicheavy experience with the potential to induce tremors, vomiting, seizures, delirium, and in some cases, death. As the two chemical components are similar

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in structure, ibotenic acid can be thought of as a precursor to muscimol, so striking a desirable balance between the two is best left to the big brains in lab coats. “The decarboxylation process removes a carboxyl group-COOHfrom ibotenic acid, transforming it into muscimol,” says Hunter Donahue, who holds a B.S. in Agriculture from the University of Georgia. “The fly agaric is often labeled ‘poisonous’ in identification guides, a description many mycologists would disagree with,” she adds. “When properly prepared and thoroughly cooked, amanita muscaria is safe to eat in moderation, just like any wild edible mushroom. Even morel mushrooms are toxic when raw!” The aptly named Hunter, who has studied mycology for 20 years, regularly traipses through wooded territory in search of mushrooms, but for culinary purposes. “Many people don’t realize amanita muscaria can be consumed as a foraged

significant impact on the brain, as they stimulate GABA receptors, our main “shhh, relax” detectors. The quieter the brain, the deeper the sleep.

edible without the associated psychedelic effects,” she says. “The psychoactive compounds are water-soluble and can be reduced or removed by parboiling foraged mushrooms.” She doesn’t harvest the amanita muscaria, however, as it’s out of her comfort zone as a food source. “It’s impossible to know for sure what effect a wildforaged mushroom species will have on any individual, and the fly agaric is known for its unpredictability,” she says, adding that “the amount of psychoactive/ toxic chemical compounds can also vary widely, depending on factors such as timing and location of harvest.” Caution be damned, Amanda asserts she’s “gotten pretty good” at preparing her own tea. An insomniac since her mid20s, she was intrigued by reports of fly agaric helping sufferers achieve restorative lengths of REM sleep on a regular basis. Both muscimol and ibotenic acid have a

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When she’s not dozing and having vivid dreams that she says often “go lucid and let [her] control what happens,” she’s awake and indulging in the psychoactivity. “Sometimes it’s tiny little visual zaps from behind my eyes that affect what I’m looking at, like a perspective-shift even though I’m not moving.” Sometimes she feels a sensation of disconnecting, then reconnecting with her body, likening it to “pulsing in and out of myself, if that makes sense.” Time perception can also go wayward, the minutes under which the spell is cast not progressing in the steady, predictable continuum that we’re used to. When pressed for what

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activities one might get up to on those sorts of sensations, she says, “Nature! Being out in nature during the day, where you can see all the leaves and the flowers and feel the sun on your skin — that’s the best.” Rick Plank, owner and CEO of Modern Day Miracles Supplements Company, tends to agree. His amanita muscaria gummies and capsules are sold all around the country, so he’s heard many a trip-tale in his line of work. “People really like to eat them while they’re out camping, or taking a walk,” he agrees. How apropos, then, that one of his favorite amanita fun-facts revolves around dispatches from the U.S. Forest

“The BBC told a story of how reindeer are hardcore about eating amanita muscaria,” he says. “Then shamans would drink their urine and hallucinate that the reindeers were flying.” Amanda, however, can’t speak much in the way of visions. “I don’t have crazy hallucinations on it,” she says. “Maybe it’s because I haven’t eaten enough?” Or perhaps not.

The BBC told a story of how reindeer are hardcore about eating amanita muscaria. Then shamans would drink their urine and hallucinate that the reindeers were flying. Service. “They talk extensively about how Asiatic Shamans at winter solstice — and this predates Christianity — would go under fir trees and pick the amanita muscaria mushrooms.” He chuckles as he continues: “When they did this, they would wear red suits with white piping around the neck and the arms, which obviously hints at Santa Claus.” He says the little red mushrooms under the trees hint at gifts which they would take back to their domiciles, and the snow would be so intense at times that they would have to enter through the chimney. —Rick Plank, Modern Day Miracles

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“The biggest misconception is that [amanita] will knock you on your ass like psilocybin mushrooms,” Rick says. “It won’t — it’s a much more subtle sensation, which is why I always felt really good about these mushrooms.” In truth, Rick finds visions of flying reindeer a bit of cheeky lore, but he does confirm the fungi’s ability to give the user “heightened senses and wonderful physical sensations” which is

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“The government wants us limited to chemicals their buddies in the pharmaceutical industry manufacture, and not something that grows freely and costs us nothing,” —Amanda Taylor why Modern Day Miracles decided to have a little fun with their packaging. Each bag contains four unique stickers, and “on the back of those stickers is a QR code that takes you to some cool videos,” he says. He provided a QR to HeadQuest which, indeed, led to a semi-kaleidoscopic tripscape that, even without fly agaric’s bewitchery, gave the viewer — yours truly — a view askew into a Carroll-esque realm. The idea tickles him. “We like for you to sit there [after you eat your mushrooms] and be completely immersed in a threedimensional, interactive space,” he says. “We’re the only company out there putting little prizes in every pack.” Another prize? “Ours is double strength!” Rick thinks it’s important that his product contain a certain potency level, “because a lot of people will take [other companies’ wares] and not feel anything, then never try it again, which is a shame.”

As for Amanda, she — like many other users who’ve rediscovered the sleep they’ve been missing — is keen on keeping the mushroom in heavy rotation and hopes Uncle Sam doesn’t “get stupid and criminalize it.” At the time of print, amanita muscaria is legal in all states but one: In 2005, Louisiana’s State Act No 159 banned the cultivation, possession, and/or sale of 40 specific hallucinogenic plants, including amanita muscaria. However, there’s a caveat — the listed plants can be used for decorative, landscaping, and/or aesthetic purposes, a notion that “should be easy to get around,” according to Amanda.

mitigate the boilerplate political hysteria shoehorned into state and federal debates on psychoactive mushroom consumption. Alas:

Psilocybin, the “psychedelic” chemical compound in magic mushrooms, however, is currently illegal in 44 states: In California, Massachusetts, Washington , and Michigan, certain municipalities allow for its usage; in Oregon and Colorado, psilocybin is fully decriminalized. There’s a gnawing suspicion on mycology subreddits and Discord servers that amanita muscaria may go the way of magic mushrooms once the feds catch onto their growing popularity. A pity, that. One would reason that careful lab work under tight regulations would

It doesn’t take a vision quest to figure that out.

Artwork sourced from Modern Day Miracles’ amanita muscaria product packaging.

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“The government wants us limited to chemicals their buddies in the pharmaceutical industry manufacture, and not something that grows freely and costs us nothing,” Amanda says before announcing it’s time for bed.

Name changed

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LEVELING THE PLAYING FIELD By Ryan Mills

Our initiative is all about tipping the balance back in favor of the neighborhood head shop.

Game Changer: ConX420 Could Save Smoke Shops Thousands The landscape of the cannabis accessory market is changing rapidly. Dominant players like Smoker Friendly, with its imposing network of over 800 locations, and Wild Bill’s Tobacco, boasting over 170 outlets as the U.S.’s second-largest tobacco retailer, continue to expand their foothold. The rise of these mega chains threatens the very fabric of independent retailers in the head shop space, potentially leading to a homogenized market. This David vs. Goliath dynamic is intensifying as the stakes rise, with the profit chasm set to widen even more. ConX420’s VP of Sales and Marketing captures the essence: “Big retailers can negotiate incredibly good rates and sell at a much lower price compared to everyday mom and pop stores. 128

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The behemoth multi-state operators are setting their sights on market dominance, viewing even the smallest players as rivals.”

A New Hope There’s a silver lining emerging for the underdogs.. ConX420 emerges as a beacon for small retailers in the counter-cultural retail landscape. As a Group Purchasing Organization (GPO)—a model that has achieved success in sectors from healthcare to hospitality—ConX420 leverages the combined buying power of multiple businesses. This strategic approach secures discounts that individual shops would otherwise find elusive, if not altogether impossible. The result? Massive savings for its members and

a veritable smorgasbord of additional invaluable benefits. “Our mission? To ensure our industry retains its unique flavor, creating a harmonious ecosystem that balances the towering giants with the grassroots retailers,” the VP continues. “Our initiative is all about tipping the balance back in favor of the neighborhood head shop.” Highlighting their member-first approach, he adds, “All savings ConX420 secures are passed directly to our members. We project this to result in about 10 to 20% savings on products, translating to significant weekly savings.” Bottom line: ConX420 stands to do wonders for your bottom line.

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Beyond the Bottom Line: Perks of Partnering with ConX420’s GPO

Simplify Your Operations: Say goodbye to the grind of supplier negotiations. Let ConX420 handle the legwork, freeing you to focus on what you do best: innovating, marketing, and building lasting customer relationships. Access Elite Suppliers: Dive into a pool of thoroughly vetted suppliers, ensuring premium quality and compliance. And fear not! Your cherished business relationships remain intact and unaffected.

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Get Ahead, Stay Ahead: In the ever-evolving cannabis market, agility is king. ConX420 members enjoy the advantage, swiftly adapting to market changes with a rich assortment of products and services right at their fingertips.

Boost Financial Fortitude: Slashed purchasing costs don’t just mean savings—they supercharge profitability. Especially for businesses in the high-stakes world of cannabis, this financial boost can be the ticket from merely surviving to truly thriving.

Find Stability in the Storm: Tired of the rollercoaster ride of fluctuating prices? GPOs offer steady pricing, allowing for accurate budgeting and a clearer vision of the financial future.

In the vibrant, ever-shifting landscape of the counter-cultural marketplace, it’s not just about survival—it’s about thriving. Head shops have always been more than just retailers; they’re iconic bastions of artistic expression, personal freedoms, and unique experiences that cannot be replicated or overshadowed.

But as the tides of industry change, these heart-and-soul operations need more than passion to fend off the giants—they need power. That’s where ConX420 shines. By championing the cause of independent retailers, ConX420 is not just offering a lifeline; it’s reigniting the flame that fuels the industry’s spirit. Dive in, be part of this

transformative journey, and together, let’s preserve the irreplaceable magic of the industry we call home.

Visit www.conx420.com for a free three-month trial membership. No contract required!

Our contact at the organization continued, “Contrary to most GPOs, ConX420 has opened up its supplier chain to all those who meet our minimum threshold for savings for customers. This way, stores don’t have to choose between the products they like and savings from a discounted provider. They can get a better price than what they were getting on their own with the products they are most likely already using.” 130

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EdQuest

“Without music, life would be a mistake.” - Friedrich Nietzsche

TUNING IN

By Joshua Scott Hotchkin

Rethinking the Role of Music in Retail Spaces

usic is a fundamental aspect of the human experience. Its importance and effect cannot be overstated. Music reaches us in ways which nothing else quite can. That is why it’s crucial to carefully consider the music that fills your business space. The smoke shop came into prominence in the haze of late 1960s counterculture. It was not just a place to buy and sell, but a space which highlighted the counterculture, and gave the social dissidents a place to meet

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and share eccentricities. It served as something akin to a community center—maybe even a library—for the local outsiders, eccentrics and weirdos. And the soundtrack for these rendezvous points was not Top 40 radio fodder, but rather the underground, independent and subversive music of its day. Somewhere along the way, however, things went awry, and the idea of counterculture slowly became conflated with youth culture. While there is often plenty of overlap, these two things are not

the same. Nonetheless, the fallacy has prevailed, and as a result, the past few decades have seen a shift in the emphasis of in-store music from counterculture to merely youth culture. Even more disheartening is the likelihood of encountering bland and soulless pop music, churned out by the industrial entertainment complex, in a modern smoke shop or dispensary. Last week I stopped by my favorite local dispensary and began a conversation with the 52-year-old

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guy behind the counter. He told me that he had been experimenting with switching the store music from Top 40 to Country and had gotten a lot of positive responses from customers. Of course, this is specific to Oklahoma, so it might not be as well-received elsewhere. Still, it made me ponder the age demographic of their customer base. Sources do not always agree, but a conservative estimate would put the majority of a smoke shop or dispensary’s customer base over the age of 35. Based on this, it is reasonable to infer that the people walking into your store probably aren’t enthusiasts of the latest pop chart-toppers. The alleged adults who are still clinging to music contrived for listeners aged 12-20 are not statistically likely to be your customer base.

The second choice is to offer an eclectic variety of music which starts conversations with your customers. This doesn’t mean that you should assault them with extreme weirdness— death metal, bands only you and three friends have heard of, etc. However, this does mean that a wide range of musical choices can invite curiosity

Music is a fundamental aspect of the human experience. Its importance and effect cannot be overstated.

This leaves you two choices, the first of which is to play music which is demographically appropriate for your customers, depending on their average age and where you are located. This is the safe route. Country, folk, Americana, and classic rock, for example, are generally crowdpleasers. However, I do not necessarily recommend this approach. We can do better.

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and create a memorable experience for the customer. Better yet, if you and your employees are familiar with the music, it opens an opportunity for discussions, which keeps your patrons in the store and perusing the shelves. With how heated and divisive most topics have become, music remains as one realm in which it’s easy to have pleasant, respectful conversations. It still unites more than it divides, which is part and parcel of its underlying allure.

Let me give you an example. ‘Icaro’ is the name of the music passed down for thousands of years in indigenous cultures in South America. These songs, still in use today, were sung by shamans during entheogenic rituals and ceremonies hundreds of generations ago. On one hand, listening to an Icaro is like extending your ears into an ancient, primitive realm. On the other hand, it is like listening to the origin of melodies which still exist in modern music— completely timeless and evocative. These songs are fascinating, and even the casual listener can’t help but feel intrigued by what they are hearing. Likely, they’ll track the music down on their own later. Maybe—just maybe—it becomes a regular part of their musical diet; each time they listen, they’ll remember where they were when they first heard it. There are other ways in which you can turn music into opportunities, and not just background filler. For instance, you can form relationships

with local musicians, giving each of you an opportunity for cross-promotion. You can play their music in your store, and perhaps even showcase a record sleeve or CD case on the counter to let customers know what they are hearing. Sharing their music on your social media can also boost their exposure while providing you with engaging content for your audience. In return, you could ask them to do the same. To further deepen these relationships and foster goodwill in your community, consider hosting in-store events featuring local musicians. The obstacles to rethinking your musical backdrop are twofold. First, there’s the natural inclination to maintain a youthful vibe. Second, and equally important, is the need to indulge the tastes of your younger employees, who are in this environment regularly for hours on end. My response

Take some risks and get a little weird. You might find that not only have you breathed some new life into your store’s atmosphere, but that it is also breathing some new life into you. to both dilemmas: Don’t be so cynical. Young people are perfectly capable of discovering and enjoying music outside of the pop zeitgeist. The Netflix series Stranger Things has illustrated this by putting decades-old songs from the likes of Kate Bush and Metallica back into the spotlight, brighter than ever before. Merely catering to youth without inspiring it is an empty strategy that will not benefit anyone—your employees, your customers, or your business. Do not underestimate the impact that music has on your business. Avoid frivolous choices that either pander to specific elements or are based on cynicism. Do not just play it safe or do what is the most obvious. Take some risks and get a little weird. You might find that not only have you breathed some new life into your store’s atmosphere, but that atmosphere is also breathing some new life into you.

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WHAT CAUSES THE MUNCHIES? MUNCHIES

The Science Behind Marijuana's Magical Effect on Our Appetites "Munchies" is probably one of the most common terms in the lexicon of marijuana smokers—and naturally so; it’s one of the most pronounced effects of marijuana on our bodies after getting high. The munchies experience has been portrayed in countless movies, and recounted in tales from smokers

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By Dario Sabaghi

across all walks of life sharing their most unusual munchy cravings. Many of these stories have become etched into stoner culture, and both food brands and retail outlets use the term "munchies" to signify the strong cravings for food. But why does marijuana give us the munchies? The

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explanation lies in THC, which as we all know, is the primary compound in cannabis responsible for its psychoactive effects. The primary reason behind marijuana triggering the munchies is its interaction with the endocannabinoid system. Specifically, THC partially binds to and activates the cannabinoid receptor type 1 (CB1) of the endocannabinoid system, leading to an increase in appetite. How does this work, exactly? Let’s dive in. CB1 receptors, central to the mechanism behind the munchies phenomenon, function with subtle distinctions across diverse body tissues, collectively fostering an augmented appetite.

The simple explanation is this: The activation of CB1 receptors, prompted by THC in cannabis, ignites a series of effects that collectively contribute to an intensified craving for food.

For instance, CB1 receptors can be found in the basal ganglia, a forebrain system that integrates cortical information to coordinate motor activity regulating signals, and can amplify the pleasure derived from eating, possibly intensifying the overall experience of consuming food. That was a lot of ‘sciency’ terminology, so let’s make it a bit more digestible. Think of CB1 receptors like the volume knobs on a stereo system located in the brain's control room. This control room, called the basal ganglia, takes in all the information from different parts of the brain to help you move smoothly. When you eat something tasty, these volume knobs can crank up the “pleasure tunes,” making the entire experience of eating even more enjoyable. CB1 receptors may also enhance food's palatability through the limbic forebrain1, where it is present, rendering it more appealing and satisfying. CB1 receptors are also present in the stomach and small intestine. In these areas, their influence ties into the regulation of ghrelin, an appetitestimulating hormone that not only augments the desire to eat, but also accelerates the process of digestion. CB1 receptors are also located within the hypothalamus and rhombencephalon, crucial areas of our brain that play a central role in observing and managing food intake. This suggests that activating CB1 receptors in these regions might potentially result in heightened cravings and greater food consumption. CB1 receptors influence our appetite through various mechanisms. First, they can reduce a hormone called peptide tyrosine tyrosine (PYY), which stimulates a satiety response, and increase ghrelin. CB1 receptors activate a pathway known as mTOR (mammalian target of rapamycin), Continued on page 146

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Continued from page 142 which also raises ghrelin levels and thus increases our appetite. There are additional CB1 receptors that interact with a group of neurons called proopiomelanocortin neurons (POMCs). These neurons have a two-fold role: They can either lessen our feelings of hunger (main pathway) or enhance our appetite (secondary pathway) to varying degrees. As illustrated, there isn’t one clear answer to the question this article hopes to answer, but an array of them—an entourage, if you will. The causes are legion. The simple explanation is this: The activation of CB1 receptors, prompted by THC in cannabis, ignites a series of effects that collectively contribute to an intensified craving for food. Another relevant factor that plays a significant role in getting the munchies is the ability of THC to increase dopamine levels. Dopamine, a neurotransmitter associated with pleasure in the body, is released when we engage in activities we enjoy—like eating delicious food. The presence of dopamine amplifies the internal gratification we feel when eating something salty, sweet, or highly satisfying. Hence THC’s impact on the dopamine system amplifies the allure of food’s taste and aroma. How we use cannabis can also impact the overall munchies experience. The THC content can influence the intensity of these cravings in the strain; strains with higher THC levels tend to result in a stronger appetite. Contrary to what you may think, the munchies effect

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doesn’t necessarily lead to greater wait gain. This depends on the type and quantity of food you eat. Be wise in what you consume and you should be fine; polish off a five-pound box of Cheez-its while binging on old Family Guy episodes and you might find your waistline expanding. Gaining weight could be beneficial for various health conditions, and THC can play a role in that. For instance, an HIV patient could clearly benefit from THC’s appetite boost. Cancer patients too; cannabis may help ease the pain associated with chemotherapy while simultaneously increasing appetite. But within marijuana, there is also the potential to suppress appetite. This effect can be attributed to delta9-tetrahydrocannabivarin (THCV), often referred to as “diet weed.” Some studies have demonstrated that cannabidiol (CBD) can contribute to appetite suppression as well, while others suggest the opposite. Both cannabinoids

require further research in this area to more definitively understand their influence on how and what we consume. There are several methods to manage marijuana munchies. For instance, choosing marijuana strains with appetite-suppressing cannabinoids, like THCV or CBD, can help reduce your “hunger attack.” Eliminating junk food in favor of healthier options, such as vegetables, and staying hydrated can also aid in managing your appetite. Other techniques may include engaging in distracting activities when you are high, such as exercising or going out. The impact of marijuana consumption on weight gain is still under scrutiny. Recent studies suggest that, overall, marijuana users are less likely to be overweight, although the precise cause remains uncertain. It’s possible that specific cannabinoid compounds in marijuana affect metabolism

contrary to popular belief, or users might adjust their behavior to counterbalance additional calories. This behavioral adjustment could involve heightened awareness of food intake due to concerns about post-cannabis-use munchies. Alternatively, cannabis itself could modify how certain cells or receptors respond in the body, influencing weight gain. Whatever the truth turns out to be, researchers emphasize that marijuana should not be viewed as a weight loss aid.

The limbic forebrain is the part of the brain that manages your emotions, memories, and basic survival instincts like hunger and thirst. It’s key to how you feel and react.

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Studies have shown that customers can decide within the first 10 seconds of entering a store whether they will make a purchase.

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or any brick-and-mortar store, turning a passerby into a paying customer is both an art and a science. In an era where online shopping reigns supreme, the in-store experience becomes paramount. The cornerstone of this experience? Visual merchandising. For smoke shops, where the the range of products—from heady glass pipes to high-tech vapes— is diverse and visually enticing, the potential of strategic displays is vast and often underutilized.

What is Visual Merchandising? Visual merchandising is the art of curating and presenting products to draw customers in and guide their

in-store journey. Rather than placing items on store shelves randomly, a savvy retailer will meticulously design the space, from entrance to counter, to tell a story and engage customers.

Visualize It As customers walk into a smoke shop, they’re immediately drawn to a vibrant display of heady glass pipes, each piece artfully illuminated to highlight its unique colors and design. With the integration of augmented reality (AR), customers could scan these pieces with their smartphones for instant information about the artist or how each piece was made. A few steps further, a sleek table showcases the latest vapes, organized by design, functionality, and brand.

Visual merchandising contributes to nearly 25% of overall customer satisfaction in retail. Don’t underestimate its impact on your store’s success.

EYE OF THE BEHOLDER

By Darin Burt

The Art & Science of Visual Merchandising An adjacent wall is adorned with hemp knapsacks and tie-dye T-shirts. Interactive displays can personalize this experience further, showing customers how to customize vape settings or teaching them about the origin of hemp products. Now, this isn’t just a shop; it’s a multi-sensory, interactive visual journey.

Visual Merchandising by the Numbers According to the Retail Feedback Group, the overall store environment, including visual displays, contributes to nearly 25% of overall customer satisfaction. Dynamic digital signage could further enrich this experience, changing based on real-time data

like customer density or time of day. Studies have shown that customers can decide within the first 10 seconds of entering a store whether they will make a purchase. This affirms the importance of those first impression displays, where the visual appeal of products is crucial.

Boost Sales with Seasonal Sizzle Don’t underestimate the pull of seasonal merchandising with themed displays to drive customer engagement and sales. Retailers often see a boost in sales tied to seasonal events like Back-toSchool, Halloween, and Christmas. The National Retail Federation

has reported that Valentine’s Day spending alone often tops $20 billion in the U.S.

Leveraging Displays for Niche Products Heady Glass Pipes: These are the crown jewels of any smoke shop. Their intricate designs, bright colors, and unique shapes are a visual treat. By placing them in a prominent, well-lit area of the store, retailers can ensure they catch the eye of nearly every customer who walks in. According to a report by Shopify, products placed at eye level or on end-cap displays can see a sales increase of up to 30%.

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Satori Cannabis, Seatlle Washington, Circa 2018*

Where products have a unique blend of artistry and function, visual merchandising becomes even more impactful.

Photos supplied by Justin David Wilson *Satori has since been rebranded as Piece of Mind Cannabis

Vapes: As vaping culture has grown, so has the diversity of vape products. A Statista report from 2021 predicted the global e-cigarette and vape market value to reach over $67 billion by 2027. Capitalizing on this trend not only means stocking the best products but also displaying them in a manner that highlights their features, innovations, and beneﬁts.

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Water Pipes and Hookahs: Traditional yet ever-popular, these items appeal to both seasoned enthusiasts and curious newcomers. By creating themed sections or pairing them with complementary products, smoke shops can cross-sell eﬀectively. Retail TouchPoints reported that strategically pairing products can boost sales by as much as 15%.

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The Importance of Visual Merchandising for Smoke Shops First Impressions Count: A prominently displayed collection of intricate heady glass pipes can signify premium quality, while a well-lit showcase of vapes indicates modernity and innovation. Place for Proﬁt: Placing water pipes or hookahs on elevated platforms or spotlighting the newest vape model (using an actual spotlight) can steer customers towards speciﬁc products, increasing the likelihood of a purchase.

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Engagement Through Interaction: Encourage customers to touch and feel the texture of hemp-based products, from woven textiles to durable accessories. Experiencing the natural resilience and quality of hemp ﬁrsthand can heighten their interest in and appreciation for the product. Easy Navigation Maximizes Purchases: A streamlined layout, where each section is dedicated to a product type, ensures customers don’t miss out on what they came for and might even ﬁnd something extra.

Undeniable Impact The importance of visual merchandising in retail is undeniable. For smoke shops, where products have a unique blend of artistry and function, visual merchandising becomes even more impactful. Incorporating datadriven strategies, understanding market trends, and regularly updating in-store displays can transform any store from a mere retail point to a customer’s favorite destination.

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CAKE Emerging from Orange County, California in the summer of 2020, Cake has swiftly become one of USA’s most recognizable and soughtafter hemp-derived cannabinoid brands. Known for introducing the pioneering Delta 8 Disposable, Cake continually reinvents the market with an innovative range including Live Resin Delta 8, Delta 10, HXC, and Coldpack blend disposables, cartridges, and concentrates. Committed to excellence, Cake ensures all products are third-party lab tested, guaranteeing purity and potency. With their meticulous approach to design and innovation, combined with their commitment to sourcing the highest quality ingredients, Cake may not be going for speed, but they’re sure as hell going the distance. cakebrand.com

THICKET LITE Introducing Thicket Lite Water Pipe, a seamless blend of 70’s technology and 2000’s ingenuity, designed to elevate recreational cannabis smoking. The Thicket Lite is not only leak-proof and smell-proof but also comes with a built-in ash catcher, making it a hassle-free companion for your smoking adventures. Designed to resemble an everyday water bottle, Thicket Lite offers a discreet and lightweight solution for those looking demand function but need discretion. The device can retain water for up to two weeks, depending on usage, and is compatible with both dry-herb and concentrates. Available in eight vibrant colors, the Thicket serves as a promising accessory for those in pursuit of convenience, portability, and efficiency. Thicketnow.com

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CAKE COAST SMOKES It’s not always about the buzz. Sometimes, it’s just about the act; the lighting up, the inhalation, the satisfying throat hit, and the delicious earthy flavor of qualitygrown hemp. That’s the beauty of Coast Smokes, a tasty and diverse line of handcrafted hemp cigarettes made from organic, CBD-rich hemp. Crafted with biodegradable filters for an environmentally-conscious experience, each smoke is a celestial journey, leaving you feeling light and unburdened. Ditching the nicotine but still cherish the ritual? Enjoy the burn, but don’t need the buzz? Coast Smokes might just be your perfect fit. coastsmokes.co

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Industry Associations

ANOTHER MASSIVE STUDY CONFIRMS BENEFITS OF NICOTINE VAPING

By Alli Boughner Vice President American Vapor Manufacturers Association

E-cigarettes Prove Their Worth in Comprehensive Review

growing body of evidence shows that nicotine vaping is far safer than smoking and the most effective cessation tool available. Indeed, these conclusions are so strongly supported by the data that some experts “do not expect more evidence to change these results.” So says the Cochrane Collaboration, an international group of 30,000 scientists that publishes high-quality reviews of the evidence on a variety of public health topics.

between eight and 12 smokers who try vaping ultimately quit cigarettes.

Evidence still coming in Importantly, Cochrane didn’t include any research published after April 2022. This was necessary to allow the authors enough time to review all the studies they included; however, well-designed research published since that cutoff date has shown that vaping promotes cessation even when smokers have little interest in quitting and receive no guidance from a physician or other health care provider.

Sparse media coverage The press loves to print scary stories about vaping. From EVALI to “popcorn lung” and even erectile dysfunction, reporters have amplified every bogus narrative about nicotine vapes, badly deceiving smokers about a product that could save their lives. But when a widely respected public health institution publishes “high certainty evidence” that vaping promotes cessation, the press has almost nothing to say.

Cochrane recently published an update to its ongoing review of the evidence on nicotine vaping as a Media coverage of the Cochrane quit-smoking strategy. The reviewers review has been sparse thus far. It has examined 319 studies involving fallen to a handful of regional outlets almost 160,000 adults who to report the results. As smoked. Compared to several of this writing, no major The press loves to print scary stories prescription drugs and nicotine Associated about vaping . . . [They] have amplified outlet—CNN, replacement therapies (NRTs), Press, Fox News, ABC, every bogus narrative about nicotine vaping was the single most CBS—has published vapes, badly deceiving smokers about NBC, effective intervention. They a single word about the a product that could save their lives. summarized their results this review. Why the media way: wouldn’t want to tell smokers about a technology that E-cigarettes were found to help Although the Cochrane authors could extend their lives and improve around 14 smokers per 100 quit long- recommended more research be their health is beyond me. term, compared to 6 in 100 trying to done, there was no evidence of quit without any of the stop-smoking vaping-related serious adverse events For now, it remains up to informed aids studied … The review estimates (SAEs) in any of the 319 studies they consumers and alternative news that around 12 in 100 people using evaluated. Anyone who claims that outlets to tell the truth about two forms of NRT together will quit nicotine vaping carries serious health nicotine vaping. successfully, compared to around 9 risks is not basing that conclusion on in 100 people using only one type. the available science. Cessation among smokers who switched to vaping (which ranged from 10 to 19 successful quit attempts per 100 people) appears to be increasing quite quickly. Cochrane’s previous review, only published 10 months ago, found that somewhere 164

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Even public health groups that discourage adult smokers from vaping, like the American Lung Association, have conceded that it carries significantly fewer health risks than cigarettes.

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