Civil and Municipal - Mar 2023

132 CIVIL AND MUNICIPAL VOLUME 4, ISSUE 3 allowing them to create genuine consumer bonds. For those campaigns, the brand uses imagery that inspires nostalgia. Tapping into this visual asset, they created a campaign about a recently bygone era of using Blockbuster-inspired artwork. For their first pop-up tour, they partnered up with dispensaries that would be converted into looking like old-school video stores, like Blockbuster. The campaign tour had ambassadors who tagged along on the tour and appeared at the venues. The visual theme was carried through to outfits the staff at these dispensaries would wear. Clients could select old-school DVDs, and if they purchased enough of the product, they would be rewarded with a branded blanket. The last pop-up tour was so successful that the company has ventured into a new immersive marketing experience tapping into the nostalgia of the American Corner Mart. Inspired by the corner store aesthetic of the 80s, the team have recreated a DreamField world with grocery bags and branded hotdog rolling machines that roll the company’s product. The company recently moved its operational base to a new 80,000-square-foot facility in the City of Desert Hot Springs, which used to just be a cultivation operation and is now its primary operation center in California. DreamFields employs over 1,100 people in California, and in Michigan, and Arizona, around 300 per state. Along with the significant investments into real estate for the business, the company has also invested in increasing its operational efficiency to ensure that the market gets the product they deserve. But above all else, DreamFields is focused on investing in its most important asset, its people. This extends from onboarding to training and developing individuals to ensuring everyone has the tools to accomplish their jobs more efficiently. It also includes upskilling and grooming leaders within the company and investing in them to be the best they can be. “As the VP of people and culture, I look at our people