Marijuana Business Magazine May-June 2020

May-June 2020 | mjbizdaily.com 45 But regulators got back to him that Sunday with seven or eight delivery drivers approved. Officials also had updated regulations specifying that drivers could use their own cars and personal insurance until further coverage details could be worked out, Wiegand said. Nearly 10 Source drivers were on the road Monday, and the team has since expanded. “I’d applaud our governor and the Marijuana Enforcement Division. They’re reacting to a very serious public threat,” Wiegand said on March 23. “They didn’t just shut it down. They were thoughtful and gave us an opportunity to continue to serve the public with the serious constraints—and understandably so, given the situation.” ➤ Takeaways Pause, Assess and Plan: In emergencies and other fast-moving situations, avoid knee-jerk reactions. Rather, take a moment to evaluate the situation and prepare for possible scenarios. Demonstrate Corporate Responsibility: It can be easy to profit in a crisis—but by putting people before profit, businesses can show social concern and solidify their position as a responsible community player. Earning that reputation has long-term benefits. Transparency and Communication: By being open with employees, Wiegand was able to get staff to step up as delivery drivers when he needed them. Regulatory Relationships: It’s important to be able to count on regulators in a crisis, which is why it’s essential to cultivate good relationships with them before an emergency strikes. RADIO RESCUE Ellen Rosenfeld, President and co-owner, Commonwealth Cannabis Co., Millis, Massachusetts In the days between U.S. President Donald Trump declaring a national emergency March 13 and Massachusetts Gov. Charles Baker ordering nonessential businesses to close March 24, The Commonwealth Cannabis Co., a vertically integrated operation with two stores about 25 miles outside Boston, experienced a surge of customers. The company responded with social-distancing measures that would protect employees and consumers while keeping business moving. Both stores—one medical-only and another serving medical and recreational customers—closed half their cash registers to increase distance between points of sale, reduced employee hours and closed breakrooms so staffers took breaks outside, while the combined medical-recreational store in Millis taped blue X’s on the floor to show people where to stand to ensure they were 6 feet apart, among other measures. To reduce crowds inside the Millis store, CommCan texted customers to let them know it was safe to enter, but some missed their notifications because of a poor cell signal. In response, CommCan’s head of IT, Mark Abbate, bought an FM transmitter for a few hundred dollars and set up an FM transmitter notification system. Now, customers take a numbered ticket, wait in their cars and tune their radios to 90.1 FM, where the low- frequency transmitter broadcasts music interrupted only by a store clerk calling customer numbers. CommCan President Ellen Rosenfeld also anticipated that Baker might shutter recreational stores but keep medical stores open, so she encouraged recreational customers to get their medical marijuana cards. “Those days were beyond crazy. I was personally out on the floor. I handed out thousands of pieces of paper to explain to people how to get the medical card, and a lot of people have,” she said. Despite Rosenfeld’s efforts, the governor’s decision to deny the “essential” designation to recreational stores was a financial hit; recreational sales accounted for 90% of CommCan’s revenue, she estimated. But CommCan persisted, encouraging medical sign- ups and rolling out bigger-than-usual sales. For example, in early April, the company offered progressive discounts: 10% off for every $100 spent, 20% off for every $200 spent and 30% off for every $300 or more spent. “I need the income. I need to pay my bills. I have not laid off one employee, and I don’t intend to,” Rosenfeld told Marijuana Business Magazine on April 1. CommCan in Massachusetts used an FM transmitter to communicate with customers waiting to enter the store. Courtesy Photo