Los Angeles County Office of Cannabis Management COMMUNITY OUTREACH & EDUCATION PLAN UNINCORPORATED LOS ANGELES COUNTY — DISTRICT 4
EMPOWERING COMMUNITIES. DRIVING CHANGE Introduction:
The Los Angeles County Office of Cannabis Management’s Equity Program seeks to foster a sustainable, inclusive, and equitable cannabis industry that benefits all community members. Guided by principles of social, health, and community equity, this outreach initiative builds upon the County’s commitment to empowering communities disproportionately impacted by the war on drugs. Life Development Group brings years of experience partnering with municipalities to implement regulatory frameworks that prioritize social and community equity. This proposal outlines a strategic early education plan designed to raise awareness, promote education, and encourage participation in the County’s Cannabis Social Equity Program. Our Primary Goals: Educate and Empower Potential Social Equity Applicants Through targeted workshops and educational materials, we will provide actionable knowledge on licensing options, business and workforce development resources to help applicants navigate the complexities of the cannabis industry. Strengthen Social Equity Advocacy and Awareness: By addressing the historical injustices of the war on drugs and amplifying the voices of community advocates, we aim to inspire collective action for meaningful equity reform. Promote Community Collaboration Our workshops will highlight the benefits of fostering partnerships between community members, businesses, and local organizations to drive long-term growth and inclusivity in the cannabis industry. An effective grassroots community outreach strategy is critical to ensuring that the program reaches its intended audiences, including potential social equity applicants, community advocates, and individuals from communities disproportionately affected by the war on drugs. By providing participants with a comprehensive set of tools—including a program workbook, educational resources, and practical guidance—this plan equips them to confidently transition into subsequent phases of training. These tools will serve as a foundation for preparing participants for careers and licensure, ensuring they are well-informed and empowered to succeed. At its core, this campaign is about bridging knowledge gaps, building trust, and laying the groundwork for a thriving, equitable cannabis industry.
CONFIDENTIAL
DISTRICT 4 TARGET AREAS
This Early Education Initiative advances the County’s economic development and equity goals by directly engaging communities in unincorporated Los Angeles County most impacted by systemic inequities and the legacy of the War on Drugs. These over-policed and underserved neighborhoods—particularly in West and South Whittier —stand to benefit significantly from the County’s Social Equity Program. By focusing on areas with high levels of illicit cannabis activity and socioeconomic disparities, the initiative aims to inform, empower, and activate participation in the County’s equity efforts. The program will educate more than 300 residents on the key differences between regulated and unregulated cannabis businesses, strengthening public safety awareness while introducing participants to training programs, workforce pathways, and economic opportunities within California’s legal cannabis industry. By increasing community understanding of compliance, consumer protections, and the economic impact of the regulated market, this initiative creates accessible pathways for residents to participate in and benefit from one of the state’s most promising growth sectors. Our campaign will thoughtfully target those specific areas in District 1, identified by the Office of Cannabis Management as disproportionately impacted areas (DIAs).
POTENTIAL WORKSHOP LOCATIONS
Outreach to these audiences will rely on culturally competent and community-centered communications that leverage trusted messengers, including key stakeholders such as CBOs, industry professionals, and grassroots advocates. To ensure maximum accessibility, we will produce campaign materials in English and Spanish.
STRATEGIC COMMUNITY PARTNERSHIPS Building trust and fostering meaningful connections with key community groups is central to the success of this outreach campaign. By engaging directly with faith-based organizations, community councils, business groups, and other local stakeholders, we will create a collaborative network that amplifies our message and ensures accessibility for those most impacted by the war on drugs. These partnerships will serve as bridges to underserved communities, leveraging the credibility and local influence of trusted organizations to connect with residents where they live and gather. Through these relationships, we will co-host workshops, provide educational resources, and facilitate conversations that not only inform but empower community members. By aligning with groups that already have deep ties to their communities, we can maximize outreach effectiveness and deliver programming that is culturally relevant and impactful.
Strategic Partnerships
Workshop Series
Engagement
Use churches and other trusted religious venues for presenting information on workshops, public health and safety and career pathways. Frame discussions around equity in the context of justice, healing, and community restoration. Engage faith leaders to personally invite their congregations to workshops.
Faith Based Churches
Industry Insights & Pathways
Co-host interactive town halls to educate community members about the Social Equity Program and gather feedback to inform the campaign. Tailor discussions to address specific community needs, such as workforce development or addressing illicit cannabis activity.
Masterclasses Industry Insights & Pathways
Community Councils
Collaborate with chambers of commerce or business development centers to promote at networking events. Solicit industry leaders to engage in development of educational toolkits and connections to ancillary services, such as legal and financial support.
Community Business Orgs & Industry Associations
Masterclasses
Host events at local community centers to make programming accessible and relevant to specific neighborhoods. Encourage neighborhood association members to become advocates for the equity program by equipping them with messaging and tools.
Community Organizations
Industry Insights & Pathways
Collaborate with Community Deputy Liaisons to tap into existing relationships with community leaders to promote educational campaigns. Provide assets for amplification on Supervisors social and email/mail distributions.
Local Government Agencies
Masterclass Industry Insights & Pathways
CONFIDENTIAL
EVENTS
EARLY EDUCATION WORKSHOP SERIES
Our comprehensive Early Education Plan features a two-part workshop series; Masterclasses & Industry Insights and Career Pathways, strategic partnerships, and a three-month implementation timeline. This outreach campaign is a call to action for individuals to engage in shaping the future of cannabis in Los Angeles County. Together, we aim to build a diverse, equitable industry that reflects the strength and resilience of our communities.
1
PART 1 MASTERCLASS
The Masterclass Series is designed to introduce participants to the foundational aspects of the cannabis industry and prepare them for future licensing opportunities. Part One comprises six workshops, with each session focusing on one of the six cannabis license types.
“Building a Cannabis Industry that Reflects the
Strength of Our Communities.”
PART 2 INDUSTRY INSIGHTS & CAREER PATHWAYS “Despite California’s 83,000- plus cannabis jobs, workers from historically impacted highlighting the need for clear, accessible workforce pathways.” 2 communities remain underrepresented—
The second phase- Industry Insights & Career Pathways - of the Early Education Plan is designed to connect participants directly with the people and expertise that drive the cannabis industry every day. These sessions move beyond the high-level overview of the Masterclasses and into applied learning and workforce connection.
CONFIDENTIAL
PART 1: MASTERCLASS The Masterclass Series will provide a practical introduction to operational, regulatory, and entrepreneurial requirements. This first part offers a deep dive into the available cannabis license types, providing participants with valuable insights and actionable strategies for entering and operating in the cannabis industry. Each 2 hour session features expert-led presentations and interactive Q&A opportunities, designed to equip Social Equity (SE) applicants with the tools and knowledge needed to navigate the licensing process and build sustainable businesses. Key Program Features: LDG Business Toolkit: Participants will receive a Toolkit, for use throughout the entire program containing educational materials and resources tailored to their needs. Practical Tools: Worksheets, cost breakdowns, operational checklists, and templates to further business planning and acumen. Networking Opportunities: Community members will engage directly with industry leaders and peers to build valuable connections within the cannabis industry. Part one serves as the foundation of the outreach campaign, offering participants not only a vision for their potential role in the cannabis industry but also the knowledge to make informed decisions. The Masterclass includes workshops focused on six cannabis license categories. The RETAIL, CULTIVATION & MANUFACTURING Masterclasses will feature TED Style talks from both an existing operator and worker in a key role.
RETAIL
DELIVERY
CULTIVATION
DISTRIBUTION MANUFACTURING TESTING
WORKSHOP COMPONENTS
DETAILS
Speaker Lineup
Three industry thought leaders with proven track records in the focus license category
Speaker Background(s)
Speakers are Social Equity Operators, sharing firsthand experiences and insights.
All speakers will offer an inspiring Keynote style talk & presentation that follows a consistent format to maximize learning and engagement: - The Why - Points of entry into the industry - Challenges faced and tips for overcoming them - Costs/expenses associated with entry and operations - Actionable Call to Action (CTA) for participants
Talk Format
Interactive Q & A
Participants can ask real-time questions or submit them via the custom community app for follow-up
CONFIDENTIAL
PART 2: INDUSTRY INSIGHTS & CAREER PATHWAYS The second part of the Early Education Plan participants will engage directly with subject matter experts through a dynamic Speed Learning Lab, rotating through focused mini-sessions on Human Resources, Finance & Accounting, Business Development, Law, Marketing, Compliance, and Security. This format ensures hands-on learning, practical tools, and tailored insights that can be applied immediately to their entrepreneurial or career goals. In addition, the Cannabis Workforce Voices Panel offers a powerful look into the lived experiences of cannabis workers across the industry. From budtenders to compliance specialists, these voices highlight pathways into cannabis beyond ownership, showcasing the diverse opportunities available in today’s fast growing regulated market. Together, these two workshops provide participants with the connections, resources, and real-world perspectives needed to navigate the industry with confidence and clarity.
WORKSHOP TOPIC
DESCRIPTION
This fun and highly interactive workshop is designed as a dynamic Speed Learning experience, where participants engage directly with subject matter experts in a round-robin format. Attendees will rotate through focused sessions with professionals in key areas of cannabis business operations, including: Human Resources, Finance & Accounting, Business Development & Operations, Law, Marketing, Compliance, and Security Features: Fast-paced “speed learning” with SMEs Hands-on resources to add to the LDG Business Book 4 hours of guided exploration and Q&A Time : 4 hours Location : Community College Campus or equivalent space
MEET THE PROFESSIONALS A Speed Learning Lab
WORKSHOP TOPIC
DESCRIPTION
This dynamic panel brings together workers from across the cannabis industry to share their experiences, challenges, and career pathways. From budtenders and cultivators to compliance officers and delivery drivers, participants will gain a grounded perspective of opportunities beyond ownership and the skills needed to succeed in various roles. Features : Real stories from cannabis workers at every level Insight into workforce pathways and transferable skills
CANNABIS WORKER VOICES PANEL
Live Q&A with panelists Networking opportunities
Time : 4 hours Location : Private Business Partner Event Space such as LDU
CONFIDENTIAL
IMPLEMENTATION TIMELINE COMMUNITY OUTREACH
NOVEMBER
DECEMBER
BRANDING + COMMS Develop a compelling brand identity, clear messaging, and tailored key messages for target audiences.
CONTENT Develop educational materials (brochures, infographics) and video content (interviews, testimonials) to educate and inspire the audience about the Social Equity Program. OUTREACH Establish Community Partnerships through collaborations with organizations and advocates to calendar promotions at community events.
DIGITAL TOOLS
Develop website, strong social media presence and community application for automations. Engage and educate audience.
COMMUNITY ENGAGEMENT
WORKSHOPS LAUNCH Launch three-month series of educational workshops, operator training, and networking events.
Outreach workers attend events and workshops to connect with the target audience and raise program awareness.
PERFORMANCE ASSESSMENTS
PUBLIC RELATIONS
Build relationships with media, issue press releases, and seek interview opportunities to increase program visibility and coverage.
Analyze website, social media, event data, and feedback to make data-driven adjustments throughout implementation.
JANUARY-FEB
MARCH-MAY
CONFIDENTIAL
DIRECTIONAL EXPERTS
MAISHA BAHATI Maisha Bahati is the CEO of Crystal Nugs, a Sacramento cannabis retailer that started as the city’s first Black- and woman‑owned delivery service. In 2023 she opened Sacramento’s first Black woman‑owned dispensary, expanding Crystal Nugs from delivery to a flagship storefront in Midtown. A champion for social equity and local entrepreneurship, Bahati also holds a state cannabis event organizer license and has been preparing an on‑site consumption lounge as Sacramento rolls out its new pilot program. JASON MCKNIGHT Jason McKnight leads Green Label Rx, the social‑equity cannabis company he founded after years as a legacy cultivator. In 2024 he debuted Green Label’s first retail storefront in Canoga Park, advancing the company’s vertically integrated model. McKnight has spoken openly about surviving the War on Drugs; the City of Los Angeles has spotlighted his trajectory from incarceration to operating significant cultivation (≈22,000 sq ft) and manufacturing (≈10,000 sq ft) alongside distribution.
TIANA WOODRUFF
Tiana Woodruff is a social‑equity operator and the founder/CEO of Queen Mary, a California‑born brand designing “daily‑use” cannabis for women’s wellness. Woodruff entered the industry as a Los Angeles delivery driver in 2016, later applying through the city’s Social Equity Program; when she wasn’t selected for retail, she built a brand instead —grounded in her family’s experience with prescription‑drug addiction. She now serves on the Minority Cannabis Business Association board and, in 2025, brought Queen Mary to Colorado, where the brand holds a social‑equity license in the state.
DIRECTIONAL EXPERTS RAMON GARCIA
Ramon M. Garcia is a social‑equity operator and supply‑chain builder best known as co‑creator of the National Equity Trade Certification and co‑founder of the Equity Trade Network. A second‑generation cultivator, Garcia also co‑founded Sanctuary Farms and leads Padre Mu, an Oakland‑based delivery and distribution business. His work focuses on getting certified equity brands onto retail shelves and helping consumers “vote with their dollars.” Garcia has advised statewide distributors and industry groups, serving on DEI committees for the Cannabis Distributors Association and NCIA. VICTORIA BASSO Victoria Basso brings a rare mix of science, operations, and culture to California cannabis. As Partner/Operations Manager at AJ’s Cannabis Company, she oversees day‑to‑day brand execution and helps align production with compliance and patient/consumer experience. Basso’s perspective is grounded in lab‑testing: in 2018 she focused on public safety and standards as a licensed testing lab’s sales and accounts manager, experience she now applies to vendor qualification, COA review, and inventory planning. She also created “Colors of Cannabis,” a culture podcast that spotlights women and BIPOC contributors while demystifying products and policy for new consumers.
MADISON SHOCKETY
CADRE is a social‑equity cannabis company founded in Los Angeles and led by CEO Madison Shockley III. The brand combines retail, culture and advocacy—opening CADRE in South L.A. while building a product line and events that foreground equity and community impact. CADRE describes its mission as championing “The People, The Culture, The Revolution,” and showcases strains and collaborations that celebrate Black joy and resilience. Its work sits alongside Shockley’s ongoing policy advocacy to stabilize equity businesses amid high taxes and compliance costs.
DIRECTIONAL EXPERTS
RASHAAN EVERETT Rashaan Everett is a social‑equity operator and the founder/CEO of Good Tree, a California cannabis brand and delivery company. In parallel, he launched Growing Talent, an incubator that partners with compliance platforms to help people impacted by the War on Drugs navigate licensing, operations, and finance. Since 2018, Good Tree’s has operated in Los Angeles, Long Beach, Oakland and San Francisco and hit a 2020 revenue figure around $6 million with 50+ employees. SEAN MADDOCKS Sean Maddocks is a cannabis attorney and the managing partner of Green Consulting Partners, where he advises operators on licensing, regulatory compliance, and transactions. A graduate of UCLA School of Law (J.D.) and UC Berkeley (B.A.), he has helped clients secure 100+ California local and state licenses. He brings a blend of legal and business acumen to projects, from facility and retail applications to investment structuring and ongoing compliance. A UCLA School of Law alum admitted to the State Bar of California and a UC Berkeley graduate, Maddocks is frequently cited discussing California’s regulatory realities and the impact of zoning and capital costs on license valuations.
Evaluation Metrics
By regularly evaluating metrics, the County of Los Angeles can assess the effectiveness of its marketing and outreach efforts, make data-driven decisions, and continuously improve the program's reach and impact. Here are suggested metrics for each objective and how they can be evaluated:
1.Increase awareness of the Social Equity Program and its benefits among the target audience.
2. Promote active engagement and participation in the Social Equity Program.
3. Increase participation of underrepresented individuals and communities in the Social Equity Program.
CONFIDENTIAL
Through our collective efforts, we envision a future where individuals from all backgrounds have equitable access to the cannabis industry, where social equity is at the forefront, and where the health, education, and safety of our communities are paramount. By building a sustainable and inclusive cannabis industry that embraces diversity, fosters economic growth, and prioritizes public health, we aspire to create lasting positive change in Los Angeles County.
CONFIDENTIAL PLAN PREPARED BY: LIFE DEVELOPMENT GROUP KIKA KEITH 4241 CRENSHAW BLVD LOS ANGELES, CA 90008 2023
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