Can Cannabis Infuse Passion Into Retail? An Exclusive Look at Colorado’s Newest Premium Dispensary

Can Cannabis Infuse Passion Into Retail? An Exclusive Look at Colorado’s Newest Premium Dispensary

1 Mar 2017
By: Kate Senzamici

Medical and adult-use marijuana retail franchise Diego Pellicer is commonly referred to as “the Starbucks of weed” – a far cry from the image of shady, underground pot operations that has traditionally dominated public conception of the industry. In trend with the U.S. recreational cannabis retail landscape (which exists now in some form in eight U.S. states, plus the District of Columbia), Diego Pellicer (DP) stores provide a differentiated, formal, and decidedly premium retail experience. The second U.S. location opened February 14 in Denver following a $1 million renovation (the first opened in Seattle in October 2016) as an independent brand licensee focused on owning and operating legally compliant dispensary and grow operations.  I spoke with Diego Pellicer Colorado CEO Neil Demers about what goes into introducing a new retail format and CPG product to the mainstream retail landscape—and what traditional retailers can learn from cannabis.

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Green-Light District Scores Spanish Gold

Green-Light District Scores Spanish Gold
By: P. Gotti Photos: provided by Diego Pellicer

February 27, 2017

The History

In the early 20th century, the grandson of Diego Pellicer, legendary hemp magnate and envoy of the Spanish Empire, formed the modern real estate investment company, Diego Pellicer Worldwide, Inc. — an organization intent on nothing less than becoming the number one retailer of premium marijuana. His grandfather was a man of luxury and society and his legacy lives on in the company’s exquisite store front in Seattle, Diego Pellicer. Here marks the entrance of a high roller to the table.

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A Taxonomy of Pot Shops, From Quiet Neighborhood Corners to Major Opulence


A Taxonomy of Pot Shops, From Quiet Neighborhood Corners to Major Opulence

The grab ‘n’ go. The tech temple. The local shop. Buying weed has come a long way.

By Darren Davis 2/20/2017 at 8:00am Published in the March 2017 issue of Seattle Met

The Lap of Luxury

There’s a living room joint, then there’s a cigar filled with $3,500 of premium green. You can find the latter at Diego Pellicer, the Versailles of Seattle pot shops. In a city full of both stoner candy stores and ultramodern retailers, the SoDo location boasts some real ostentatiousness—from the gilded interior to the top-shelf offerings.

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Diego Pellicer Opens Million-Dollar Dispensary in Denver

Diego Pellicer Opens Million-Dollar Dispensary in Denver

Kate McKee Simmons
February 15, 2017

In some families, raising the cannabis plant is a time-honored tradition. Back at the end of the 1800s, farmer Diego Pellicer, who owned one of the largest hemp farms in the Philippines, made products for the Spanish navy. Over a century later, his great-grandson, Jamen Shively, founded a dispensary with his partner, Doug Anderson, and named it in honor his great-grandfather.

The first dispensary in the Diego Pellicer chain opened on October 15, 2016, in Seattle. The second opened in Denver on February 14. According to Ron Throgmartin, CEO of Diego Pellicer Worldwide, six more locations are in the works.

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High-end dispensary makes a play in Denver

High-end dispensary makes a play in Denver


Amy Dipierro

February 14, 2017

The first dispensary Neil Demers owned, Mr. Stinky’s, had a skunk for a mascot.

The second, which the 31-year-old opened Tuesday at Federal Boulevard and Alameda Avenue, has oak cabinets and Doric columns meant to give off a different aroma – luxury.

“We built a really high-end store, which this market hasn’t had before,” said Demers, CEO of dispensary Diego Pellicer Colorado. “But we have competitive prices.”

The contrast between his first and second store is by design, Demers said: Diego Pellicer aims to make customers, especially women, feel at ease by outfitting its shops with sleek fixtures from the likes of Restoration Hardware.

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Global Cannabis Company Opens Denver Dispensary at Former Raid Site

Set to Revamp the VIP Cannabis Dispensary on Tuesday

DENVER, Feb. 10, 2017 /PRNewswire/ — Diego Pellicer, a global brand by Diego Pellicer Worldwide, LLC (OTCMKTS: DPWW), focused on the development and leasing of valuable locations for cannabis businesses, announces the grand opening of their Denver-based dispensary tenant, Diego PellicerColorado, on Tuesday, February 14th. The dispensary will open at the former site of VIP Cannabis, a dispensary that was raided in November of 2013 as part of the largest-ever federal raid against Colorado’s medical marijuana industry. The opening comes on the heels of the confirmation of Jeff Sessions as Attorney General of the United States.

Diego PellicerColorado’s location will open this Tuesday, with the ribbon cutting taking place at 9am MST. Located at 2949 W. Alameda Ave. in Denver, the $1 million dispensary will provide thousands of Denver residents with access to cannabis in an upscale, high-end location.

The building was formerly owned by VIP Cannabis, which was targeted by federal raids on suspicion of funneling money from Colombia to purchase a large warehouse for growing cannabis.

Diego PellicerColorado’s CEO, Neil Demers, commented, “We couldn’t be more excited to open this dispensary. The cannabis industry is growing at an unprecedented rate, and we’re extremely grateful to have the opportunity to help build Colorado’s statewide industry. We’re confident that state-specific administrations will continue to support the cannabis industry as the legitimate, profitable, and innovative space that it is.”

Diego Pellicer Worldwide, Inc. is a global company focused on the acquisition and development of legally compliant locations for the purpose of leasing to licensed operators engaged in the cannabis business. The organization profits from the lease payments of real estate holdings and from the sale of branded, non-cannabis products. Learn more at

Diego PellicerColorado is an independent brand licensee based out of Denver, CO focused on owning and operating legally compliant dispensary and grow operations. Learn more at

Ethan Andersen

Local shops grow better budtenders

Jon Olsen-Koziol, Evergreen Scene Reporter • January 20, 2017

In a study published in the Journal of Cannabis and Cannabinoid Research, researchers found many employees are recommending strains or products that exacerbate symptoms. There were 55 employees surveyed, only 30 received proper training.

Employees were surveyed at dispensaries in Colorado, California, Arizona, Oregon, Washington D.C., Connecticut, Rhode Island, Massachusetts and Maine, according to Live Science. Some findings include employees recommending weed with high levels of THC  for people with anxiety issues, when high levels of THC can make anxiety worse.

Dispensary employees received customer service training 35 percent of the time, business training 26 percent of the time, medical training 20 percent and scientific training 13 percent of the time, according to the study.

The marijuana industry is still new, there is no standard for employee training. This leaves the dispensary owners responsible for educating new employees.

“Core brand values [are] going to determine whether bud tenders are educated or not,” said Joey Brabo, a Cannabis Liaison at Diego Pellicer in Seattle.

Brabo is a Cannabis Liaison at Diego Pellicer in Seattle, a well-reviewed cannabis retailer and said he received thorough training for his position.

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Diego Pellicer featured in Forbes Celebrity Marijuana Article

Diego’s own Alex Canto spoke with Forbes on the influence of celebrity culture in the cannabis industry for the article “Amid Plans For Hunter S. Thompson-Branded Marijuana, Has Celebrity Weed Gonzoed Too Far?” The piece highlights products like Snoop Dogg’s G-pens and DPG Budz named after Tha Dog Pound, grown by our featured vendor, Seattle’s Private Reserve, both of which are available at Diego Pellicer.

An excerpt:

The response to celebrity-endorsed marijuana is mixed both among consumers and in the industry. Alex Canto, owner and operator of the high-end dispensary Diego Pellicer, said that some of his younger clientele are turned off by the branding. However, his older customers are drawn to it. “They feel it’s a product they can trust and they believe that the brand will have the desired effect they are looking for,” he said.

Stock to Watch: Diego Pellicer Worldwide Inc (DPWW)

Stock to Watch: Diego Pellicer Worldwide Inc (DPWW)

Traders are keeping a keen eye on shares of Diego Pellicer Worldwide Inc (DPWW). The Average Directional Index or ADX may prove to be an important tool for trading or investing. The ADX is a technical indicator developed by J. Welles Wilder used to determine the strength of a trend. The ADX is often used along with the Plus Directional Indicator (+DI) and Minus Directional Indicator (-DI) to identify the direction of the trend. Presently, the 14-day ADX for Diego Pellicer Worldwide Inc (DPWW) is resting at 31.78. Generally speaking, an ADX value from 0-25 would indicate an absent or weak trend. A value of 25-50 would indicate a strong trend. A value of 50-75 would signal a very strong trend, and a value of 75-100 would indicate an extremely strong trend.

Some investors may find the Williams Percent Range or Williams %R as a helpful technical indicator. Presently, Diego Pellicer Worldwide Inc (DPWW)’s Williams Percent Range or 14 day Williams %R is resting at -58.57. Values can range from 0 to -100. A reading between -80 to -100 may be typically viewed as strong oversold territory. A value between 0 to -20 would represent a strong overbought condition. As a momentum indicator, the Williams R% may be used with other technicals to help define a specific trend.

When performing stock analysis, investors and traders may opt to view technical levels. Diego Pellicer Worldwide Inc (DPWW) presently has a 14-day Commodity Channel Index (CCI) of -59.57. Investors and traders may use this indicator to help spot price reversals, price extremes, and the strength of a trend. Many investors will use the CCI in conjunction with other indicators when evaluating a trade. The CCI may be used to spot if a stock is entering overbought (+100) and oversold (-100) territory.

Checking in on moving averages, the 200-day is at 0.65, the 50-day is 0.38, and the 7-day is sitting at 0.29. Moving averages may be used by investors and traders to shed some light on trading patterns for a specific stock. Moving averages can be used to help smooth information in order to provide a clearer picture of what is going on with the stock. Technical stock analysts may use a combination of different time periods in order to figure out the history of the equity and where it may be headed in the future. MA’s can be calculated for any time period, but two very popular time frames are the 50-day and 200-day moving averages.

Shifting gears to the Relative Strength Index, the 14-day RSI is currently sitting at 45.97, the 7-day is 46.83, and the 3-day is currently at 52. The Relative Strength Index (RSI) is a highly popular momentum indicator used for technical analysis. The RSI can help display whether the bulls or the bears are currently strongest in the market. The RSI may be used to help spot points of reversals more accurately. The RSI was developed by J. Welles Wilder. As a general rule, an RSI reading over 70 would signal overbought conditions. A reading under 30 would indicate oversold conditions. As always, the values may need to be adjusted based on the specific stock and market. RSI can also be a valuable tool for trying to spot larger market turns.

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