In the evolving cannabis landscape, industry leaders provide valuable insights into the changing demographics of consumers. George Sadler, CEO of Gelato Canna Co., Bobby Clement, Area Manager of The Artist Tree Dispensary and Lounge, and Philip Del Rio, Vice President of Operations at The Artist Tree Dispensary, share their perspectives on the growing influence of individuals age 65+ in the cannabis market. The diminishing stigma positions the cannabis industry as a pioneer in offering seniors alternative avenues for wellness, marking a positive trajectory in the evolving narrative of cannabis acceptance.
George Sadler, CEO of Gelato Canna Co.
In 2010, George Sadler sold his dirt bike to start a cannabis business alongside his son, Cody. From this, Platinum Vape was born. Since then, they have grown the business into a multi-million dollar company that manufactures vapes and oil cartridges, edibles, joints, and flower. With support from family and friends, they sold the company and launched their second endeavor, Gelato Canna Co. They soon launched stores in California, Michigan, and Missouri. A significant part of their consumer base are seniors, a demographic which the company encourages to “forget about what cannabis was and enjoy what cannabis is.”
Emerald Magazine: How have cannabis consumers evolved, particularly seniors, since 2009?
George Sadler: More seniors are comfortable admitting that they use cannabis. Boomers are no strangers to weed and now it is considered acceptable to use for a myriad of medical reasons including relaxation, pain, and sleep aid.
EM: What percentage of Gelato Canna Co.’s current customers are seniors, and how does this compare to trends in the industry?
GS: About 20% depending on the geographic location.
EM: Why do you think seniors, particularly those in the 75+ age group, might be reserved about discussing their cannabis use?
GS: Some seniors are weary of the stigma or feeling shame for using cannabis. Also, not all states provide a legal option. Seniors remember the Regan-era War on Drugs, and don’t want to feel like they’re setting a bad example for younger family members.
EM: Considering the trends in senior cannabis consumption, what strategies would you recommend for cannabis brands looking to cater to the senior demographic?
GS: This is a demographic that has expendable income. Education from budtenders is the key to community outreach. Seniors are open to learning more but there is a fear factor.
Seniors should learn how to use all the products that didn’t exist when they were younger. One strategy that Gelato implements is going to an over-55 community and doing a low-key education event. We also give senior discounts to gain loyalty from senior customers.
Bobby Clement, Area Manager of the Artist Tree Dispensary and Lounge
The Artist Tree Dispensary and Lounge curates cannabis products, art installations, and community events that celebrate exploration and creativity throughout California. It’s a safe gathering space designed for locals, visitors, enthusiasts, and newbies to explore art and culture through the lens of cannabis.
Meet Bobby Clement, the adept General Area Manager at The Artist Tree Dispensary and Lounge. With a wealth of experience and a keen understanding of the cannabis landscape, Clement plays a pivotal role in steering the dispensary’s operations. His commitment to education, customer service, and creating a safe space for cannabis enthusiasts underscores his influence in shaping a unique and inclusive cannabis experience at The Artist Tree. The company’s talent for catering to all demographics makes the perfect candidate for learning more about seniors’ habits and preferences in the cannabis industry.
EM: In what ways is The Artist Tree Dispensary and Lounge catering to seniors?
Bobby Clement: Our well-trained and knowledgeable guides can educate all customers, especially seniors. Our selection of products from topicals and tinctures to flower and concentrates also allows us to meet many needs of seniors including pain relief and relaxation.
EM: Can you elaborate on the significant increase in senior customers at The Artist Tree’s Fresno location and the factors contributing to this growth?
BC: We offer an upscale experience compared to what the industry is used to in Central California. Also, the location of our shop being in a busy area in a great neighborhood helps alleviate the anxiety this demographic might feel coming to grab their cannabis. As we continue to set this standard, our brand travels quickly by word of mouth which is significant for growth.
EM: What insights can be drawn from the spending patterns of seniors in different locations, such as WeHo and Fresno?
BC: In Fresno, our senior groups lean towards our edibles, tinctures, and topicals. They often look for controlled doses or a ratioed dose with CBD or CBG. Some can’t have sugar, so they may opt for a tincture. That said, a large group of senior consumers like to roll a joint to get high.
EM: Why do you think seniors, particularly those in the 75+ age group, might be more reserved about discussing their cannabis use?
BC: Consumers who are 75+ have seen friends and family members serve sentences for cannabis possession, cultivation, and distribution. Humans are resistant to change, especially after years of stigma. This, in my opinion, is why guests 75+ are more reserved about discussing cannabis use. We need to continue to change the way people see cannabis.
EM: What are the primary product categories that seniors at The Artist Tree are inclined to purchase, and what does this suggest about their preferences?
BC: Topicals, tinctures, edibles. This allows easier dosing, the ability to ratio your consumption, and enables guests to stay away from smoking or eating edibles with sugars.
EM: How has the perception and use of cannabis evolved among seniors, and what role does it play in their lives today?
BC: In Fresno, the seniors have been very welcoming of us and our brand. As they are getting to, or enjoying their retirement, I feel that being here improves their quality of life.
EM: Considering the trends in senior cannabis consumption, what strategies would you recommend for cannabis brands looking to cater to the senior demographic?
BC: Offer them knowledge, selections, and a safe space to shop. Mix that with The Artist Tree customer service, and you will build lasting relationships with this demographic.
Philip Del Rio, Vice President of Operations at The Artist Tree
With a wealth of experience in the cannabis industry, Phillip Del Rio is a driving force behind the dispensary. His dedication to creating a safe space and fostering inclusivity within the cannabis landscape reflects his commitment to providing a unique and welcoming experience. As a key figure at The Artist Tree, Del Rio is instrumental in shaping a cannabis environment that goes beyond expectations.
EM: How have senior cannabis consumers evolved since 2009?
Phillip Del Rio: The senior demographic has seen a steady increase. We have a lot of seniors coming in for medical aid. Their bodies are aching, or they can’t sleep. Instead of using an over-the-counter product, they are open to recovery through cannabis. Legalization makes people feel safer using it.
EM: How does the Artist Tree Dispensary address the needs and preferences of the Queer senior community in West Hollywood?
PR: The Artist Tree Dispensary addresses the needs and preferences of the Queer community, which includes seniors, by providing a safe space to talk about cannabis in every capacity – whether it be sativa for a more lively experience or an indicia night at home, to selling multiple CBD options for joint pain or sleep.
Our cannabis lounge hosts multiple drag shows and has hosted pole dancing with LGBTQ+ performers. Having shows where the Queer community is represented also allows seniors to come up, smoke, eat, or drink cannabis without judgment.
EM: What insights can be drawn from the spending patterns of seniors in different locations, such as WeHo and Fresno?
PR: The rise of senior spending indicates that the stigma is dropping. Seniors who are open to cannabis discover how magical this plant is. Using cannabis doesn’t mean you “get high.” It’s exciting that seniors want to feel better through cannabis and feel comfortable asking us questions.
As seniors embrace cannabis, industry leaders stress the significance of education, community outreach, and a welcoming environment. This shift opens doors for brands to customize their approach, providing seniors with diverse products, knowledge, and a secure space for exploration. The diminishing stigma positions the cannabis industry as a pioneer in offering seniors alternative avenues for wellness, marking a positive trajectory in the evolving narrative of cannabis acceptance.
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