Derek Gumin, Director of Wholesale for Planet 13 – Interview Series

For nearly half a decade now, Derek Gumin has been serving as the Director of Wholesale for the juggernaut dispensary known globally that is Planet 13. Along with managing a massive store with more SKU’s and different products than even the most seasoned retail employees could imagine, Gumin has also previously contributed  to DOPE Magazine and has worked in various marketing and advertising roles or provided those relevant services for a number of popular cannabis brands.

How did you first get started in the cannabis industry and what were those first initial positions like? What valuable skills and lessons did you learn during those first few years?

I started in the cannabis industry in 2016 when there was a major need for marketing in our industry. I had already been doing video production, photography, and social media for some casinos and gaming companies in Las Vegas when I was approached by Deep Roots Harvest about shooting some content. However, the Nevada Gaming Commission is very anti-cannabis, so there was a necessity to start a side business for cannabis-specific clients so that we did not blur the lines with our gaming clients. That spawned a company called Artisan’s On Fire, which has now become one of Las Vegas’ top creative agencies for cannabis and beyond. At that time recreational cannabis had just passed and the legal market was exploding. At one point I was running over ten cannabis social media accounts doing everything from lifestyle shoots, developing new product lines, production management, video editing, you name it- we did it. I was AOF’s main workhorse for a few years while also shooting and writing for DOPE Magazine each month. I was working 10+ hour days for a while. It put me to the test to see what I was really made of as a creative in a space that I was just educating myself in. I literally taught myself photography and audio/video editing at that time with no prior professional experience and a short while later found myself working with some of the top brands and leaders in the cannabis industry. As the saying truly goes… if you put your mind to it, you can achieve anything.

Why did you decide to specialize in cannabis marketing and what interested you about this still very nascent field?

Well it really boiled down to the fact that there was a massive niche to fill and there was ample opportunity in Las Vegas with all the new cannabis companies emerging at that time. I specialized in content creation and cannabis just kind of found me. I hadn’t considered working in the industry long term until I realized I was good at it, and I never looked back. Here I am almost 9 years later in the same industry running a national wholesale division for a publicly traded company called Planet 13.

Because you were in cannabis marketing when recreational cannabis sales began in July 2017 and the preceding months, how would you describe that grand experience? What were some memorable campaigns you ran or were instrumental in during this time?

Man, there were so many fun projects and clients. The Thrive / Green & Gold Supply Co. guys always had me on some wild lifestyle shoot in the desert or in their cultivation. Deep Roots Harvest had an annual party back then that I helped put together called The Smokestack Boogie. We threw the first event when the bill passed in November 2016 at Brooklyn Bowl and had Big Gigantic headline. That was dope.

I had some other memorable projects like coming up with the name City Trees. Back in 2017 they were going to first launch the brand as Urbn Herb, a gritty street inspired brand with lots of graffiti and neon colors. Once the state denied their submission, they were in full panic mode. I was asked to come up with some alternate names and ideas. So I went home that night, got high as hell, and ultimately came up with the City Trees you know today overnight.

I’d say if there was one thing I was ‘instrumental in’ it would be creating the Vegas M Stick by VVG. I had not only conceptualized the product for them, but I also went on to later run the marketing and sales for them- making them one of the top disposables in Nevada from 2017-2019. It’s still around today on some dispensary menus!

As a fellow cannabis writer who had some articles with DOPE Magazine myself, I was wondering what were some of your favorite articles you wrote for the magazine?

I really enjoyed working for DOPE Magazine. It was a great opportunity to try and review some amazing products. I also got to tour a ton of cultivations and productions, which for me was an incredible learning experience at that time. It gave me a bit more street-cred if you will.

However it was my yearly coverage of Life Is Beautiful that ultimately became some of my favorite articles to write and shoot. I would have to do all the work to get the credentials though. I’d have to reach out to all the A&R managers and agents to line up interviews with the artists and bands in advance, and many times I didn’t find out until 24-48 hours prior to the festival if I got the press credentials or not. I was persistent though and made sure that my hard work paid off. Seeing some of my favorite bands live from the stage pit was live changing. Over the three years I covered Life Is Beautiful I ended up landing interviews with Elderbrook, Chad Hugo from N.E.R.D., Kaskade, Cub Sport, A R I Z O N A, and Nervo.

How did you come across the Director of Wholesale position with Planet 13 and what is it like serving such an understandably vital position for such a juggernaut of a retail dispensary?

I was offered the job in late 2019 when Planet 13 announced they were getting into the wholesale business with their book of brands. I had just left VVG and DOPE Magazine began folding up territories prior to their High Times announcement. I was a fresh free agent. At the time I left VVG we were doing record sales and Planet 13 was by far my biggest account. With my sales and marketing background and my experience in the Las Vegas cannabis industry, it was the best hire Planet 13 could’ve possibly made.

When it comes to overall successful operations and becoming the powerhouse of cannabis retail, what do you feel is Planet 13 doing differently than other dispensaries? Is it just the convenient location next to the Strip or are there other influential factors involved? If so, what are those factors?

I think there are many factors that go into the success of the Planet 13 superstore in Las Vegas. Of course location is everything, however there are many dispensaries that are a stone’s throw away from the Strip or that have a Las Vegas Blvd. address that don’t come close the experience you get when you walk through our front doors. It’s a full-blown entertainment complex! We see more people a day than any other shop in Nevada, hands down. It’s the only dispensary in the world that has a restaurant with a bar/liquor license attached. Stitch’d & Stuff, where we sell tobacco products like Backwoods and Marlboro and non-cannabis goods like apparel and non-medicated food and beverages like Doritos from Thailand and Cotton Candy Mountain Dew. Las Vegas Arts District staple tattoo parlor Koolsville also calls Planet 13 home of the $10 tattoo. And we our very own smoking lounge called Dazed!, where you can enjoy any Medizin or Trendi products right on site. Did I mention the 100ft Jumbotron on our retail floor that features game day sports like NFL and UFC?

How does Planet 13 balance the retail appeal to both the endless waves of annual tourists and their commitment to Vegas local consumers at the same time?

It’s definitely not easy. Those are two completely different retail customers, but fortunately we have enough to keep both coming back for more. For tourists, Planet 13 is THE destination for cannabis enthusiasts visiting Las Vegas. They’ve come out for the weekend for the experience knowing that they’re going to spend some money. And we’ve got the experience covered.

For locals, we have always strived to keep as many of the top brands for locals as we can. Our high sticker price can definitely scare some people away. That’s why we offer 50% off for all locals who join our loyalty program. It’s a great deal that gives the people of Las Vegas the best of both worlds when they shop at our store.

What have been some of your most momentous highlights or professional moments you’re particularly proud of while serving as Director of Wholesale for Planet 13?

I’m most proud of the department I’ve built over the course of the fours years I’ve been with Planet. The wholesale department started with just me in January 2020. I now have five sales representatives under me across two states, an administrative assistant, and have helped set up our distribution hubs and manufacturing partnerships in three states. Building those relationships and those networks for our brand’s success has been most fulfilling for me.

How do you see a federal rescheduling from Schedule I to Schedule III impacting the duties of your position? Would cannabis being on the same level as pharmaceuticals change or at least somewhat alter the operations of Planet 13?\

It’s hard to say and I try not to speculate on this too much because of how long the government takes to get anything done, especially in cannabis reform. However, as far as my position goes, I wouldn’t say things would change other than I would have a lot more opportunity readily at play. Planet 13 is more than just the super store. We’ve got 30+ stores in Florida ready to go from medical to recreational licenses just on the horizon in November. Knock on wood Florida votes in favor of legalizing cannabis by at least 60% or more. For me that’s the next adventure. Florida is a massive market with huge brand potential. Should they legalize cannabis they’ll need to also reform the current laws which only allow for the vertical sale of cannabis within your own business. Once the flood gates open for free-enterprise and capitalism in Florida cannabis, I’ll be a busy man.

Thank you for joining us Derek! To stay up to date on Planet 13’s big upcoming plans, feel free to visit the store’s website.