PLACERVILLE, Calif. (November 28, 2023) – A planned marijuana dispensary venture in Placerville turned into a legal quagmire as TMG Placerville LLC, operating as TREZ Placerville, saw its application rejected during the city’s selection process. Max Del Real, a seasoned Sacramento-based lobbyist and cannabis industry consultant, outlined a potential resolution in a letter to Placerville City Council, El Dorado County Chamber of Commerce, and other stakeholders.
The dispute traces back to 2019 when Placerville opened the door for three marijuana dispensaries after the passage of Ordinance 1694. TREZ, one of the 13 applicants, contends it faced unfair scoring and personal biases during the selection. Despite legal challenges and a court ruling against TREZ, the fallout impacted other businesses, with Reserve House losing its permit due to the prolonged legal battle.
In a recent proposal, Del Real suggests a “win-win” resolution to cease the legal battle, allowing TREZ to operate. The letter emphasizes potential economic benefits, including 20 new jobs and increased tax revenue through the Cannabis Community Benefit Tax.
While city officials refrained from commenting due to ongoing litigation, representatives from selected businesses express frustration, alleging an abuse of the judicial system by TREZ. The proposal raises questions about the complexities surrounding marijuana dispensary approvals, legal challenges, and the delicate balance between economic gains and adherence to selection processes. As the legal saga continues, the Placerville City Council faces a critical decision that could either end the protracted dispute or extend the courtroom battle.
Max Del Real is a first-generation Mexican-American who earned his degree at UC Berkeley. Del Real lives in Chico, CA.
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