Zach Brengman, Manager of Procurement and Sales for Planet 13 – Interview Series

Since September 2020, Zach Brengman, Manager of Procurement and Sales for Planet 13, has been handling the extensive purchasing responsibilities for the “world’s largest dispensary,” which regularly features over 100 different cannabis brands from across The Silver State. In addition to these significant duties, Brengman has also contributed to Planet 13’s marketing department, leading memorable campaigns for the dispensary’s in-house brands, including Trendi, Medizin, and HaHa Edibles.

How did you first get into the cannabis industry and what interested you about joining this young and oftentimes uncertain industry? It was right around the time that Nevada first legalized, correct?

I ventured in the cannabis industry 10 years ago back in 2014. My best friend opened a delivery collective in San Diego that delivered cannabis all over San Diego County. I lived in Minnesota at the time and would eagerly drive to San Diego every summer in college from 2014 to 2017 to serve as a delivery driver, gaining firsthand experience in an established market. This role allowed me the opportunity to participate in his booth at high-profile events like the High Times Cup in San Francisco, as well as working a booth at the inaugural Chalice Festival in San Bernadino. After that experience, I knew I wanted to join the cannabis industry full time after graduating college in Minnesota. In 2017, just a month after recreational cannabis was legalized in Nevada, I made the bold move to Las Vegas, where I continued to immerse myself in the fast-growing cannabis industry. This transition marked the beginning of my journey in an industry that I have come to know and love deeply.

What initially caught your attention about working for Planet 13? And based on your experience, what does Planet 13 do differently as a dispensary compared to its competition to ensure its success?

When I first stepped into the Nevada cannabis industry as a budtender, I had no idea how transformative it would be. I started working at a tourist driven dispensary in Las Vegas a month after moving out here which is across the street from what is now Planet 13. When driving into work one morning at my old job, I saw a massive sign on the building across the street that stated “Largest Dispensary in the World Coming Soon” which piqued my interest and sparked my desire to be part of it. Two months before Planet 13 opened its doors, I secured a role at Medizin, allowing me to be a part of the opening day of Planet 13 in November 2018. Over the last six years, I have gained significant knowledge and experience, received multiple promotions, and started a new role as Manager of Procurement and Sales officially last week.

Planet 13 stands out as an entertainment complex rather than just another dispensary. It features the largest dispensary in the world alongside a full restaurant, bar, consumption lounge, and a range of unique attractions like a customer-facing production facility and a tattoo shop. With future plans for Cannabition, an immersive cannabis experience, and other exciting additions, Planet 13 continually evolves, pushing boundaries in the blooming cannabis industry.

Because you were a marketing specialist with a massive dispensary, I wanted to ask what factors go into successfully marketing and advertising a store of such a mammoth size? Did you face any disadvantages advertising on social media channels, even as a fully licensed retailer?

Marketing for Planet 13 offered me an exciting and dynamic experience in the industry. Our team was responsible for promoting several brands and locations, including Planet 13 Las Vegas, Planet 13 Orange County, Medizin Dispensary Las Vegas, Trece Eatery + Spirits, and Stitched & Stuff Sundries Store. We also did all the marketing for our in-house brands, Trendi, Medizin, HaHa Edibles, Dreamland Chocolates, and Leaf & Vine. Managing social media accounts, conducting photoshoots, organizing events, and giving site tours became my main responsibilities. We specialized in unique marketing strategies, particularly in social media, despite challenges we faced by social media platforms that restrict cannabis-related content. The top marketing campaign we did in my opinion was wrapping dozens of cabs that traveled all over the Las Vegas Strip. Because cannabis marketing on the Strip is prohibited, this was an amazing way to get the word out about Planet 13 to our target demographic, Las Vegas tourists.

What does the role of Senior Buyer entail? What are the common daily duties and what are some common issues or problems that you frequently run into with that role?

In basic terms, as the Senior Buyer I would purchase all cannabis products for Planet 13 and Medizin dispensary and oversee all sales for each location. My other responsibilities included managing inventory to prevent aging products, conducting daily sales analytics to ensure profitability, and being the main point of contact for all 3rd party vendors with over 100+ different brands. There were many other things I would handle and oversee as well in that position, but I loved doing it. As for common issues or problems I experienced in that role, they were mostly related to balancing all my 3rd party vendors but nothing too bad. This experience provided me with a deep understanding of the cannabis industry and the skills needed to manage a large-scale operation. With my new promotion to Manager of Procurement and Sales, I will handle a lot of the same responsibilities with a few more added but look forward to this next chapter with Planet 13.

As a giant and conveniently-located dispensary in a city known for extravagance, Planet 13 has certainly marketed itself well among greater cannabis culture and industry. What have been some of your professional highlights and memories with the company?

Some of my favorite professional highlights and memories with the company would be the opportunity to engage with all the awesome people that have stopped in to see the largest dispensary in the world. I’ve had the opportunity to sell cannabis and give tours to Mike Tyson, Allen Iverson, Dave Chappelle, Ric Flair, Pete Davidson, Joey Fatone, Nick Swardson, Pauly Shore, Pat McAfee, Ricky Willams, and many more. Interacting with each of these individuals and sharing insights about our products has been an experience unlike any other.

Whether it’s providing a tour or assisting with their cannabis selections, these encounters have enriched my professional journey in ways that I could never have imagined. Beyond the star-studded visits, what truly sets this dispensary apart is its evolution from a standalone dispensary to a multifaceted destination that offers a diverse range of experiences. Today, we are not just a dispensary; we are a hub for education, community engagement, and unparalleled customer service.

Planet 13 is an interesting store, as it has considerable daily deals for Nevada locals, but the strong presence of tourists among the store’s crowds of daily guests is undeniable. Overall, how would you describe working at such a popular destination? I would imagine it could be a bit overwhelming at times.

For tourists seeking an unforgettable experience, Planet 13 stands out as a must-visit destination. Whether it’s indulging in premium cannabis products, exploring cutting-edge technologies, or stopping in for a tattoo with a friend, there is something for everyone at Planet 13. We do have higher sticker pricing for tourism due to the experience of Planet 13 and everything else inside of it, but this allows us to go very deep in discount to also enhance our local presence. Locals receive 50% off the store daily among other one-off local discounts. Having that balance has been pivotal for us in offering the best customer experience possible. With so much to balance and a phone that never stops ringing, it does get overwhelming at times. As the saying goes, “Choose a job that you love, and you will never have to work a day in your life.” These words resonate deeply with myself, and I wouldn’t have it any other way.

How was the process of opening the Dazed! Lounge? With how strict the CCB often is with regulation enforcement and perfection, did the process of securing the license and approval become arduous?

Opening Dazed! was an unbelievable experience. The journey to opening our consumption lounge was no easy feat, with numerous hurdles and regulatory hoops enforced by the CCB in Nevada. Maintaining our standards has been paramount in ensuring a welcoming experience for tourists and locals alike. We pride ourselves on being one of the first legal consumption lounges in Vegas. Being able to meet with friends or family in Dazed! after work is such a blast. Dazed! has helped shape Planet 13 into the monster that it is with all its entertainment value. Be ready for celebrity sightings and diverse events, including comedy nights, trivia nights, and bingo nights, which have brought a dynamic energy to the venue. If you haven’t been yet, please swing by and check it out!

With federal rescheduling on the horizon, how do you see cannabis going from Schedule I to Schedule III changing the operations of Planet 13, whether that be positively or negatively?

As the cannabis industry continues to grow and evolve across the United States, Planet 13 has been adapting and expanding, ensuring that its superstore and neighborhood stores remain at the forefront of this industry. I see the future of cannabis to be a lot more accepted and have more dispensaries with easier access. This would drive consumers to be more price conscious and look more into quality of products than looking for a superior experience. Although we offer both quality products and a superior experience, I do think consumers may lean towards more of a local, quick in quick out experience. Now that we are opening more neighborhood stores in Vegas, Illinois, and Florida, I feel more confident about maintaining our space in this industry with the potential rescheduling of cannabis from Schedule I to Schedule III. Working for Planet 13 has been an amazing journey, and I can’t wait for you to see what we’re up to next.

Thank you for the great interview, readers who wish to learn more about the largest cannabis dispensary in the world can visit Planet 13.