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THE LATEST “We actually see almost an equal amount of customers daily at our North Las Vegas location as our Las Vegas Strip store. Primarily locals,” say Conley, suggesting that their prime real estate adjacent to the Las Vegas Strip is not the sole factor of their success. That said, what does Reef think about more dispensaries moving into that stretch of land by the Trump International Hotel in Las Vegas? Locals have nicknamed it ‘The Green Mile,’ as it is quickly becoming a district made up entirely of dispensaries and strip clubs. Some of these competitors are attempting to create pot shops with tourist attractions attached. “We think it’s great. It’s going to drive more business to us and everyone else in the immediate area. If you want cannabis in Las Vegas, this is where the action is,” says Tryke Companies CEO Adam Ryan. “But at the end of the day, customers will ask the same questions ‘How’s the weed? How is the customer experience?’ Bells and whistles are awesome for museum type setups, but we’re more concerned with our own quality product and speedy service.” That “quality product” that he refers to is grown right on site at Reef’s central Las Vegas location, which explains why Reef’s building is so incredibly large. A rumored 165,000 square feet capacity, Reef is what is known as a “vertically-integrated” dispensary, meaning that they grow the product under the same roof that they sell it from. Reef’s brands include Tryke, which encompasses their flower and concentrated cannabis extracts; Bake Sale, a line of edibles; and of course, Khalifa Kush, a line of products endorsed by rapper Wiz Khalifa. According to Tryke Cultivation Manager Trevor Merk, their Nevada grow is made up of carefully selected, hand-picked genetics, from exclusive strains like Cherry Cobbler and Orange Zkittlez to well-known heavy hitters like Pie Hoe and Wedding Cake. Anything that does not meet the company’s internal quality standards is not released and is quickly phased out. “Having a vertically-integrated facility like this, we are able to maintain the highest quality standards of all of our products, whether its flower, edibles, or extractions. We have our own system of checks and balances, so we are not constantly subject to third party purchasing, which may not meet the internal quality standards that we have for ourselves,” explains Merk. “If it’s not up to snuff, it’s axed from the production line. If it doesn’t meet our quality standards, we don’t want to put the Tryke name on it or carry it at Reef. Having that level of control gives us a huge advantage in terms of what we stock our stores with,” explains Merk.
thousands of applicants for each position, its selection process is meticulous. Gleave feels that this has resulted in the strongest team in the industry.
As of October 2018, the company just celebrated the hiring of its 420th employee, adding to a diverse mix of seasoned professionals from various industries and ambitious young employees eager to learn more about the industry. According to Tryke Companies Chief Human Resources Officer Randall Gleave, this group prides itself on being able to learn from one another. He says that Tryke is one of the few companies in the cannabis industry to offer full employee benefits, healthcare, and paid time off, so with literally
The winning combination of a five-star team and keen attention to detail in terms of product and service has certainly paid off, as Reef was one of ten companies named in the Retail Delivery Experience category of Entrepreneur Magazine’s “Green Entrepreneur 100 Cannabis Leaders 2018” list. With plans for strategic expansion both within Nevada and into other markets, it sounds like Reef is just getting started.
“We have one of the most diverse workforces that I have ever put together,” says Gleave, who brings 30 years of hiring experience to the table at Tryke Companies. “We’re a very ethical organization in an industry that comes from a very stigmatized background. We wanted to build a company that would be professional and add to the legitimacy of this amazing plant. I feel that we have accomplished that.”
PHOTO BY SHANE O'NEAL - SON STUDIOS
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