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When you walk into 365 Recreational Cannabis in Santa Rosa, you’re not just stepping into another retail store—you’re entering a space built on two decades of hands-on experience, grit, and a genuine passion for the plant.
For co-owner Laniakea Evans, cannabis isn’t a trend or a business opportunity she stumbled into. It’s a life’s work. From trimming in the legacy market to running operations and ultimately opening her own dispensary in the middle of a global pandemic, her journey reflects the evolution of the industry itself.
Located at 2750 Mendocino Avenue in Santa Rosa, 365 Recreational Cannabis has grown alongside California’s legal cannabis landscape—navigating fierce competition, shifting regulations, and changing consumer needs with resilience and heart.
From Legacy Market to Legal Leadership
Laniakea’s cannabis story began about 20 years ago in the legacy market. She started as a trimmer, gradually moving up through quality control, plant care, transplanting, deleafing, trellising, and harvest processes.
“I kind of moved up. I trained new trimmers. I did QC. I started working in the rooms,” she explains. Over time, she gained full-cycle cultivation experience—from seed to sale.
When California transitioned into the medical market, she made the leap into dispensary work. To get her first job, she leaned on the relationships she had built with farmers. She asked them to write anonymous letters of recommendation. Before the dispensary even opened, she was promoted. Within a month, she was operations manager.
But she wanted something more.
“I wanted to have something that was mine,” she says.
That opportunity arrived in 2020. Laniakea became co-owner of 365 Recreational Cannabis—and opened the doors on April 20, 2020.
Yes, during the pandemic.
Opening a Dispensary During COVID-19
Launching a cannabis dispensary during COVID-19 in Santa Rosa was anything but typical.
“We opened right during the pandemic. Nobody was allowed to go to the store for like the first four months. So we just did curbside. It was pretty interesting.”
While many businesses struggled to adapt, cannabis sales initially surged. With people at home experimenting and seeking stress relief, demand was strong. But as the pandemic waned, the market shifted.
The early boom stabilized. Competition intensified.
And in Santa Rosa, there’s no cap on retail cannabis licenses.
Competing in a Saturated Santa Rosa Cannabis Market
Santa Rosa is one of the most competitive cannabis retail markets in Sonoma County. According to Laniakea, there are about 25 active retail licenses in the area—with more on the way.
“That, yeah,” she says with a knowing smile when discussing the number.
With no cap on retail permits, dispensaries must work harder to stand out. For 365 Recreational Cannabis, the differentiator isn’t flashy marketing—it’s service and education.
“We pride ourselves in education and customer service,” she says.
The store has undergone multiple transitions over the past six years:
Moving from behind-glass displays to a 50/50 open format
Shifting to a full open-floor retail experience
Rearranging the sales floor twice to create a more welcoming, circular flow
Continuously updating product offerings while maintaining reliable staples
The goal? Make cannabis retail feel less intimidating—and more personal.
“We want to make it personal. We don’t want to make it a number and an ID and a scary situation with a big, you know, armed security guard. We want to make it a really nice, welcoming retail environment.”
A Surprising Customer Base: Seniors Lead the Way
When many people picture a cannabis dispensary, they imagine a younger crowd. But at 365 Recreational Cannabis in Santa Rosa, the largest customer base might surprise you.
“Actually, my biggest, I think the largest customer base that we have are going to be seniors.”
Located at the bottom of Fountain Grove, the dispensary serves a significant retirement community population. Laniakea doesn’t just wait for them to come in—she goes to them. She attends wellness fairs and gives educational lectures at retirement homes in the area.
The reasons seniors visit are often health-related:
Joint pain
Sleep challenges
Inflammation
General wellness support
Of course, younger customers come in too—soccer moms, hard-working dads, and professionals looking to unwind. But the shift toward cannabis as a wellness tool is unmistakable.
Education as the Cornerstone
In a heavily regulated industry filled with evolving products, education isn’t optional—it’s essential.
“There is. So there’s a lot of education,” Laniakea says.
At 365 Recreational Cannabis, education happens at every level:
Brands conduct staff trainings.
Team members learn product details and effects.
Budtenders tailor conversations to each customer’s needs.
“We ensure that the staff understand the products. And then we, in turn, educate our consumers about the products that we have on the shelf.”
Not every customer wants a deep dive. Some know exactly what they want. Others are nervous or new. The team meets them where they are.
Whether the goal is purely recreational or medically motivated, the focus remains the same: clarity, comfort, and confidence.
Navigating Regulations and Marketing Limitations
Running a legal cannabis dispensary in California comes with challenges that many other retail businesses don’t face.
“With the taxes that the states and the city implement on cannabis, the regulations that we have to follow—we’re overseen by so many different government agencies, probably more than most other businesses.”
From compliance to taxation to advertising restrictions, the hurdles are constant.
Marketing is particularly constrained. Cannabis businesses face strict rules on where and how they can advertise. That means traditional channels are often off-limits.
Instead, 365 Recreational Cannabis relies on:
Community engagement
Wellness events
In-store experience
Word of mouth
Competitive pricing
“I’m always looking for the newest way to advertise, the newest way to bring people in,” she says.
The Weight of Ownership
The shift from employee to owner changed everything.
“As an employee, I had no skin in the game. I clocked in, did my job, left. I didn’t even think about this.”
Now?
“I think about this business every minute of every day… I’m always reachable. I’m never off.”
Ownership brings pressure—but also purpose. Her family depends on the success of the store. So do her employees. So does the community that relies on it for education and access.
That level of responsibility shapes every decision—from product selection to floor layout to staff training.
Advice for Aspiring Cannabis Entrepreneurs
So what advice would she give someone thinking about entering the cannabis industry in Sonoma County?
Her response is immediate—and honest.
“You have to have a passion for cannabis. You can’t just say, ‘I’m going to work in the cannabis industry.’”
This isn’t a casual business venture. Between regulatory complexity, intense competition, taxation, and evolving federal policies, it demands commitment.
Without passion, it’s easy to burn out.
With passion, it can be deeply rewarding.
Looking Ahead
The future of cannabis remains uncertain. Federal scheduling discussions and government policy shifts could reshape the landscape.
“It’s a really hard thing for me to say,” Laniakea admits when asked about five-year predictions.
But one thing is clear: she plans to keep showing up.
“I’m hoping that I’m still going to be here, still working away, still having people come in the door to enjoy my store.”
For Santa Rosa residents searching for a knowledgeable, welcoming cannabis dispensary, 365 Recreational Cannabis continues to offer more than products—it offers guidance, experience, and a human touch in an industry that’s constantly evolving.
And in a competitive market with 25+ dispensaries, that personal connection just might be the most powerful differentiator of all.
Visit 365 Recreational here: https://www.365recreational.com/
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