Before platforms, before brand deals, there was just a guy in LA with an eye for fire and a palate for flavor. Starting in 2018 on Instagram and YouTube, Jerry Ortiz built The THC Spot into one of the most respected voices in boutique cannabis, reviewing hundreds of drops from the hottest brands California had to offer, strain by strain, jar by jar.

Jerry came from the culture long before cannabis was an industry. Raised with roots in graffiti and a deep appreciation for craft, he understood quality from a different angle. That eye for detail translated perfectly into cannabis, and people noticed.

He didn't wait for opportunities. He built a network from scratch, hustling his way into rooms most people couldn't get into, earning the trust of cultivators and brands through nothing but consistency and credibility. The reviews caught the attention of the right people. Ted from Teds Budz brought Jerry on to review strains directly for the Teds Budz website, and that working relationship turned into something real.

Their first collab, Hella Jelly, a Peanut Butter Breath crossed with Runtz, became The THC Spot's first official rec drop. They followed it with Cold Znapz, a Cold Snaps x LCZ bred by Wyeast Farms. Heavy sedation, minty gasoline terps, built to hit. Two brands, one uncompromising standard.

The network kept growing. A collab with Holy Water produced Pink Zote, an infused preroll that took 1st place with California Leaf Magazine. As Brand Manager for Holy Water, Jerry assembled the collab that would make history. He brought together West Coast Genetics flower, Holy Water rosin, and legendary roller CGO to create a version of Paleta-Z that took 1st place at the 2023 Emerald Cup in the Infused Solvent Extract category. The Emerald Cup is the most prestigious cannabis competition in California. From there, an exclusive small batch hashhole drop with B-Eazy Buds and Elusive kept the momentum going. Every partner, every drop, chosen for one reason only — quality.

By 2024, that credibility translated into ownership. Jerry co-founded We Roll Up LAX, a dispensary in Culver City serving the LAX area, Westchester, and Playa Vista. But this was never going to be just another shop. Jerry brought his palate to the shelves, building one of the most curated menus in California. Premium solventless extracts, top-shelf exotic flower, and boutique brands that most dispensaries simply do not carry. The kind of menu built for heady consumers and international travelers who land at LAX and want the best California has to offer. From a review to an empire.