Mark Ascik, Jr.
36
Vice president, Florida operations
Planet 13 Holdings, Inc.
Mark Ascik never actually intended on joining the cannabis industry, since he had already found success doing B2B wholesale and managing retail for Fortune 500 companies in New York.
“During my time with those organizations, I was able to gain invaluable expertise in the product lifecycle from production through distribution and marketing, and most importantly planning and analysis,” he says. “I was able to get involved with VidaCann in the pre-licensing process before officially joining the company in 2019. I was excited to come on board at VidaCann as I have always seen the enormous potential in this industry and was ready to jump right in.”
With Planet 13’s acquisition of the 26-store chain in Florida, Ascik has moved into a new role as the Planet 13’s vice president of Florida operations.
For Ascik, “jumping in” meant not only applying the lessons he learned in his prior roles, but also taking the time to truly learn the ins and outs of this unique industry from a non-business viewpoint by serving on the board of Orlando NORML.
“My involvement with a grassroots organization like NORML helped me gain insight into several perspectives on how we should approach full decriminalization and legalization, which is tricky and not a one-size-fit-all approach,” he says. “NORML helped me realize the importance of education for patients, doctors and anybody who may be weary of our industry.”
Q&A
What prompted you to join the cannabis industry and how did your prior experience help you transition?
I actually never intended to join the cannabis industry. Prior to VidaCann, I was in New York City in the B2B wholesale and retail space working for both Fortune 500 and smaller companies in licensing and sales roles. During my time with those organizations, I was able to gain invaluable expertise in the product lifecycle from production through distribution and marketing, and most importantly planning and analysis. I was able to get involved with VidaCann in the pre-licensing process before officially joining the company in 2019. I was excited to come on board at VidaCann as I have always seen the enormous potential in this industry and was ready to jump right in. My previous career and experiences have been key to my work in the cannabis space; you’ve got to be able to balance solid and thoughtful business acumen while not being afraid to roll up your sleeves and do whatever it takes to move the business forward. While the industry is not quite the ‘Wild West’ it once was, it’s still in the early stages and I believe that in order to take our industry to the next level, we need leaders with real and relevant business experience to apply their expertise to successfully navigate the many challenges we face as far as regulations, access to financing, etc.
You were on the board for Orlando NORML for a couple years, what did you learn/achieve in that time?
My involvement with a grassroots organization like NORML helped me gain insight into several perspectives on how we should approach full decriminalization and legalization, which is tricky and not a one-size-fit-all approach. NORML helped me realize the importance of education for patients, doctors and anybody who may be weary of our industry. During my time at NORML, we built a great executive board and were able to get out into the community to raise awareness, educate and advocate for the industry.
What do you feel is key to propelling VidaCann’s growth in Florida?
VidaCann has always operated under the dictate that the key to success in cannabis- or any industry really- is providing an excellent product, at a fair price, with stellar customer service. Our cultivation and processing teams are world-class and have dialed in the quality of our products; we’re producing some of the best cannabis flower and derivatives in the state. And because we’re debt-free and maintain exceptionally lean operations, we’re able to pass along premium products at a price that offers a ton of value to patients. As far as customer service, we’ve doubled down on employee training and are committed to providing the best customer experience through initiatives like our ‘no-questions-asked’ return policy on all of our products, which our customers really appreciate as it’s a risk-free way for them to try a different strain or product. The average customer visits a VidaCann store 1.6x per week which is a testament to the loyalty and goodwill we’ve built here in Florida. It’s almost too simple: treat people right and they’ll keep coming back. Our store traffic is up dramatically, and same-store sales are up 60% year-over-year. I’m very proud of that and don’t think anybody else in the space can say that.
Planet 13 is a very recreational feeling company, will the company take a less sensational approach in Florida if adult-use does not pass this fall?
It’s true that Planet 13 stores in Las Vegas, Orange County, and Illinois were built specifically to serve the recreational customer, and they’ve executed that extremely well, in fact, we think they’re the best at it. Most importantly, they share our goal to offer an unrivaled customer experience. There is tremendous opportunity to improve on what VidaCann has built in the medical market by leveraging Planet 13’s expertise in product manufacturing, SKU assortment, and retail operations. While our patients may not see a drastic shift in our stores immediately if recreational doesn’t pass this fall- for example they might not get to experience the digital koi ponds or laser graffiti that they’d expect at a Planet 13 in Vegas or California- as we begin to transition the VidaCann locations to Planet 13, they will get to experience the fresh, style-forward elements that Planet 13 is known for. While we’re obviously hopeful and optimistic that recreational passes in November 2024, we are confident in our abilities to continue to propel our business forward whether under a recreational or medical program.