Rocky Hernandez, Retail Cannabis Professional & Co-Host of the High Budtenders Podcast – Interview Series

For nearly a decade, Rocky Hernandez has worked at or with some of the largest cannabis retail stores in Nevada in a variety of sales roles. Simultaneously, Rocky has co-hosted the High Budtenders Podcast, featuring insightful interviews with a diverse group of cannabis professionals, advocates, artists and everything in between.

How did you get into the cannabis industry and were there some cornerstone moments that influenced that decision?

Throughout my entire adult life, I had been an avid cannabis smoker. In 2016, I was working in the retail industry in Chicago when I learned that the Las Vegas cannabis market was transitioning to recreational use. This exciting development prompted me to seek an immediate location and vocation change. Despite my extensive 15-year background in retail management, finding a job proved challenging due to my lack of cannabis experience.

Fortunately, Dimitri from The Grove took a chance on me, offering me a position as a trimmer and shortly after a budtender. I had taken a tremendous pay cut, the kind of pay cut that would make anyone feel like they were chopping onions. It is what I loved so, I rolled with it. From there, I joined the team at Planet 13 as a budtender. After two years of dedicated work at Planet 13, I achieved a significant milestone: winning the Medallion Award at The Budtender Awards in Vegas. This recognition opened doors for me, leading to invitations to participate in panels at events like Women in Cannabis Awards, CanMar Expo, NORML, and G4Live. After that I knew I was going to be in this industry for a very long time, if not, for the long haul.

How would you describe the experience of working at a mammoth cannabis dispensary such as Planet 13? With receiving the massive armies of tourists that the store does, I would imagine it could be quite a roller coaster at times.

Working at Planet13 was an exhilarating experience, very much akin to a roller coaster ride. If you enjoyed the thrill of flying off the seat of your pants, it was the perfect place for you. It made complete sense for a person like me. My role involved providing exceptional customer service to people from all corners of the world. Let’s not even talk about all of the celebrities that I had the chance to meet. I approached my work with utmost respect for the company, striving to give my best every day.

Despite occasional chaos of customers busting from the seams, it was always enjoyable, and I formed lasting relationships with colleagues. I vividly remember the day Planet13 opened its doors—an unforgettable experience. The company perfectly embodies the vibrant Las Vegas vibe combined with the cannabis industry, making it a unique and amazing blend. Notably, Planet 13’s presence is so pervasive that you can’t walk anywhere in Vegas without catching a whiff of weed purchased there. 

Of your experience managing both giant dispensaries and smaller, more locally focused dispensaries, are there certain problems that the larger stores face more often when compared to smaller stores and vice versa for that matter too?

Yikes! Where to begin? Warning: I’ve been in retail my entire adult life so this can get winded.

I believe that managing a giant dispensary comes with both perks and challenges. Multistate Operators (MSOs) benefit from scale, allowing them to negotiate better deals with suppliers and spread fixed costs over a larger revenue base. They usually have more capital so their brand recognition and diverse product selection hold a lot of weight. However, navigating high overhead costs can be a SOB. Compliance challenges add another layer of complexity but large dispensaries can sustain much better financially than the smaller dispensaries, in this regard.

Small Dispensaries “Locally Focused Stores” sustain on their pivot abilities, agility, and community connection. Smaller teams can adapt quickly to market changes, providing a more personalized service and building strong ties with their customers. The problem there is limited resources, both in terms of budget and staffing. I want to be able to say that the close-knit community relationships make it worthwhile, unfortunately the economic climate seems to be allowing the traditional market to thrive again and the smaller dispensaries suffer the consequences. 

In summary, whether you’re managing a giant or a cozy local dispensary, understanding these nuances makes it a lot easier to comprehend the difference.  

From your years of working in the Nevada cannabis industry, what are some advantages that the state industry has, but also what are some disadvantages that the state’s industry has as well?

Some of the advantages that the state industry has is that we have seen some economic growth. Since legalization, Nevada has experienced significant economic growth, job creation, and tax revenue from the cannabis sector. It is still a newer market.  I am not going to say it’s in its infancy because I hate that. What I will say is that the Nevada cannabis industry continues to evolve and expand, with both medical and recreational. Now we have lounges. Not to mention reclassification, the Biden administration’s efforts to reclassify cannabis at the federal level will open up new opportunities for businesses in Nevada, allowing for research, investment, and expansion. Last but not least, SB277 and increased possession limits. Nevada recently doubled the legal personal possession limit, benefiting both medical patients and recreational users. 

With all that being said, there are some unique disadvantages, such as the federal banking restrictions! Federal laws STILL hinder access to financial institutions and services for cannabis businesses, this impacts our ability to operate efficiently or should I say, “effectively”. Overregulation is an understatement. Nevada’s cannabis industry faces stringent regulations, impacting business operations and compliance costs. Let’s not even mention, policy challenges! The intersection of sports, politics, and cannabis policy in Nevada raises questions about cannabis revenue’s role in funding public projects and initiatives. Despite the disadvantages, it remains a powerful and rich commodity for some and a healing plant for others. 

With the High Budtenders podcast, how did the show come into creation and why do you feel that hosting a podcast such as HB is important for not just the listeners of the podcast, but also industry professionals as well?

As one of the co-hosts of the High Budtenders Podcast, I can tell you that the show came about organically. My fellow co-host, Jorrell Ellis, and I both worked as budtenders in the cannabis industry. We met while working at Planet13 in Las Vegas, and our shared passion for cannabis sparked the idea for the podcast. Jorrell actually asked me if I would like to be on his podcast and I was immediately intrigued. I said, “Yes!” The following day I asked if he would like to do a podcast with me. He thought it was a great idea, but be careful what you wish for, Jorrell.

Hosting a podcast like HB is important. First, there is always a need for cannabis education and the High Budtenders Podcast provides valuable insights, industry knowledge, and product information. Which in turn helps to reduce the stigma behind cannabis. By openly discussing cannabis, we contribute to ending the stigma surrounding it. We aim to normalize conversations about this plant.

We would like to believe this is where our advocacy stems from. High Budtenders is a voice for budtenders, the unsung heroes of the industry. We recognize their crucial role and advocate for their well-deserved recognition. Let’s face it, no matter how much you want a budtender to sell something, they simply do not have to. If they are not educated on the product, why would they? 

Not only that but what if there is someone like me at home listening to the podcast and they want to be a budtender. I believe we provide great Nevada industry insights and insider information. Whether you’re an enthusiast or a professional, our podcast bridges the gap between consumers and industry insiders. It’s a resource for everyone interested in cannabis.

So, whether you’re a listener or part of the industry, the High Budtenders Podcast elevates our understanding of the plant we love!

In the years of hosting this podcast, what have been some of the most thought-provoking or informative episodes of the show?

As one of the co-hosts of the High Budtenders Podcast, I’m thrilled to share some of our most thought-provoking and informative episodes. There are 2 episodes that I would like to mention first and that is Season 2, episode 9: Pheno Exotic and Season 3, episode 5: Nature’s Chemistry. In those episodes, we explored the fascinating world of cannabis genetics and cultivation techniques. Pheno hunting is the process of searching for unique plant phenotypes that teaches us a lot about the plant’s diversity and potential. Whether you’re a seasoned grower or just curious, these episodes provide valuable insights. 

Also Season 2, episode 10: “Chronic Fatigues” with Christina Thomas. In this captivating episode, we had the privilege of hosting Christina Thomas, a dynamic individual and passionate advocate for U.S. veterans. Christina’s focus is on ensuring legal access to cannabis for those who have served our country. We delve into how cannabis can positively impact veterans dealing with various health challenges, including PTSD (Post-Traumatic Stress Disorder). Christina’s insights shed light on the potential benefits and compassionate care that cannabis can offer. Christina emphasizes the importance of informed policies surrounding cannabis use. Her perspective underscores the need for thoughtful regulations that prioritize veterans’ well-being. 

All 3 of those episodes still stand out to me, till this day. 

What are your general thoughts on cannabis rescheduling? Do you see a move from Schedule I to Schedule III being beneficial to the overall health and success of the cannabis industry, or would it only hinder growth of this exact industry?

This is a loaded question and I will try to tread lightly. For starters, this opens the door to research opportunities. Rescheduling could facilitate easier clinical research on cannabis, leading to a better understanding of its medical benefits and its risks. There’s the business benefits, compliance with state laws would be easier for cannabis-related businesses, which might add to growth in the industry. It would definitely help to reduced stigma with cannabis. 

Here’s where my brain plays a great game of cat and mouse.

Rescheduling without taking further action might perpetuate a system that disproportionately affects minority. Just changing the schedule without addressing the issues of disproportionate impact and harmful criminalization could cause more harm than good.

Finally, I am not certain that I want cannabis hanging out with heroin on the Schedule 3 cell block, at the same time I am ok with it playing double dutch with ketamine.

To be serious, I am not certain if it would hinder the growth of this industry. I think there are some serious pro and cons to this and I am torn. Ultimately, if Schedule 3 is what we have to take, let’s just try to do it right. 

Thank you for the great interview, readers who wish to learn more should visit the High Budtenders Podcast.