At Dark Matter Dispensary in Sunland Park, New Mexico, the focus goes beyond simply selling products—it’s about creating a safe, welcoming, and educational experience for every customer. We recently spoke with Tracy Martinez, a passionate educator and retail manager at Dark Matter, to understand how this unique dispensary is setting a new standard in health and wellness.
From Budtender to Educator: Tracy’s Mission
Tracy began her journey with Dark Matter in October and quickly made an impact. Though not originally hired as a budtender, her hands-on experience and commitment to learning were immediately recognized. She now leads by example, making education a top priority in-store.
“Every time we get a new product, I ask for the COAs (Certificates of Analysis) and do my own research so I can better guide patients.”
Her mission? To empower customers with the knowledge they need to make informed decisions—whether they’re seasoned cannabis users or first-time visitors.
Dark Matter: The Dispensary Everyone’s Talking About
Located just across the Texas border, Dark Matter draws customers from El Paso, Horizon City, Clint, and even Juárez, Mexico. Tracy describes it as a “melting pot” of visitors, ranging from 21-year-olds to curious seniors in their 90s. Despite having no signage initially, word-of-mouth fueled its growth:
“We didn’t need signage. Our reputation, education, and customer service spoke for themselves.”
Even travelers from California and Las Vegas stop in, often saying Dark Matter reminds them of the high-end dispensaries back home.
Creating a Safe and Comfortable Space
Entering a dispensary for the first time can be overwhelming, but Tracy and her team work hard to make the experience accessible and stress-free:
- Warm greetings and a clear layout of the space
- Personalized guidance based on individual needs
- Compassionate listening to help uncover what the customer hopes to achieve—whether it’s pain relief, stress management, or general wellness
Why New Mexico Can Lead in Cannabis Education
Though New Mexico is new to the recreational cannabis industry, Tracy believes this freshness is an advantage:
“We have the chance to set ourselves apart. While other states have been in it longer, many customers still don’t know about the endocannabinoid system or minor cannabinoids.”
By educating visitors on terpenes, cannabinoids, and the science behind the plant, Tracy believes New Mexico can establish itself as a leader in safe, informed cannabis use.
Looking Ahead: A Platform for Positive Change
As April and 4/20 promotions ramp up, Tracy and the Dark Matter team are looking forward to collaborating on new ideas that not only drive retail success, but also enhance customer wellness and education.
Stay tuned for future blog posts where we dive deeper into:
- The top questions customers should ask when choosing a product
- How to spot high-quality, safe cannabis
- Ways to build community through education