Nestled behind Eugene’s bustling W. 11th Street in a discreet location under new ownership, Dreams Dispensary has blossomed from a struggling operation into a vibrant haven for everyone from bold bong-loaders to private professionals. Michael Griffin, the heart and soul behind this revitalization, didn’t just open another dispensary — he reimagined what it means to create a community-centered Cannabis space.
“This was one of the worst dispensaries in the state of Oregon. It was failing, but I saw an opportunity to rebuild it from the ground up,” Michael said. For Michael, retail wasn’t just a business decision but a lifeline.
After years as a grower, he found himself disconnected from the people he’d once served. “I hadn’t seen a customer in almost seven years. That disconnect really drew the life out of me,” he said. “Being able to hear people excited about or finding value in the product has fed my soul.”
The shop is a dreamy experience rooted in nostalgia and personalization. Michael’s goal was to create a familiar and welcoming space — more ’90s throwback than commercial cookie-cutter. “I wanted it to feel like the old days when buying weed was an experience rather than just a transaction,” he explained.
That experience starts with the details. Dreams offers playful touches like two-dollar bills for change, trinkets in every bag and handwritten motivational notes. Michael’s team is even trained to go the extra mile: “If it’s your birthday, we might give you a discount matching your age or let you pick something from the glass shop.”
The dispensary’s inventory is another standout, thanks to its massive selection of flower. “Strain names matter,” Michael said. “Customers search menus for familiar strains like Blue Dream or Strawberry Cough, and we’ve prioritized having those staples.”
While trendy strains may come and go, Michael stands by the staying power of the classics. “I grew up knowing these strains, and they’re still our number-one sellers.”
Michael’s eye for deals keeps the selection expansive — Dreams frequently stocks about 140 strains. “We don’t say no to a good deal. This lets us offer different price points so everyone finds something within their budget,” Michael said. For regulars seeking something unique, elite strains are stashed in the back for a personalized reveal.
Beyond the products, the dispensary’s atmosphere is a testament to its creative approach. Inspired by social media trends, the walls are adorned with colorful pop art, and a rotating living art wall keeps things fresh. Soon, claw machines stocked with Cannabis-themed prizes will add another playful layer to the experience. “We’re just trying to engage and have fun,” Michael said.
Michael’s “Dreams” extend beyond Eugene. “I want to expand and open more stores to give my staff growth opportunities,” he said. Most of his team members are in their 20s, and he’s passionate about helping them realize their potential. “I want them to see their value and know they’re capable of something extraordinary.”
For those lucky enough to step through its colorful doors, Dreams Dispensary is an invitation to experience Cannabis in a vibrant, nostalgic and unique way.
