Former NBA guard Iman Shumpert is releasing his own cannabis brand. Shumpert is partnering with Glenmere Farms cultivation company for the drop. Glenmere is run by Dr. Sha-Ron Pierre-Kovler, New York’s first Black woman with a cannabis cultivation license.
Dr. Pierre-Kovler is a South Jamaica, Queens native who saw the harm caused by the failed War on Drugs up close. Through her nonprofit, The Virtuous Women Organization Inc (501c3), Dr. Sha-Ron supports formerly incarcerated individuals and communities with historically high rates of cannabis arrests. In 2023, Dr. Pierre-Kovler told One37pm.com that she approaches research, “just like a trained sniper.” She added, “We go through years and decades of training to develop a sixth sense, and to think about things in a unique way. So I think outside the traditional methods of cultivating.” (courtesy of TSA APPROVED)
Dr. Pierre-Kovler teamed up with NBA Champion Shumpert to launch TSA APPROVED, a premium cannabis brand, with an in-store takeover at TORCHES by Polanco Brothers Dispensary on Friday, April 11th, 2025, from 3:00 PM to 10:00 PM.
Located at 42nd Street and 5th Avenue in Manhattan, this marks the first stop on TSA APPROVED’s New York dispensary tour. The event will feature the debut of two premium strains: “Jet Lag” (Indica-dominant hybrid) and “Frequent Flyer” (Sativa), both priced at an accessible $50 per eighth to ensure premium cannabis is available to all consumers.
“TSA APPROVED is about providing premium quality cannabis at an accessible price point. We’re focused on patient access and creating products that deliver a consistent, premium experience without the premium markup.”
Iman Shumpert
For Shumpert, the legal brand also represents growth from one of the most challenging moment of his NBA career. In 2022, Shumpert was arrested after TSA reportedly found six ounces of cannabis in his luggage. The name TSA APPROVED flips the unfortunate incident into an inspiring one for legacy cannabis users like Shumpert, who have had their freedom and employment challenged simply for using the plant.
12 E 42nd St, New York, NY — recreational
4.6(4)
TSA APPROVED launch activation details:
• Date: April 11th, 2025 • Time: 3:00 PM – 10:00 PM (Press preview at 3:30-4:30 PM) • Location: TORCHES Dispensary, 42nd Street and 5th Avenue, Manhattan; 12 E 42nd Street, New York, NY, 10017. T: 646-477-4110. • Special Moment: First TSA APPROVED sale by Iman Shumpert at 4:20 PM • Activities: Product showcase, meet-and-greet opportunities, raffle for autographed Knicks memorabilia, • Products: “Jet Lag” (Indica-dominant hybrid) and “Frequent Flyer” (Sativa) strains at $50 per eighth
Join TORCHES and Leafly for the TSA APPROVED debut April 11
For Shumpert, Dr. Pierre-Kovler, and the TORCHES team, this launch is important for lighting the way for others like us to partake in this growing industry,” said Dr. Pierre-Kovler. The April 11 dispensary takeover at TORCHES will include TSA APPROVED branded merchandise, exclusive meet-and-greet opportunities with Shumpert, and a special raffle where customers who purchase TSA APPROVED products can win autographed Knicks memorabilia.
The Knicks Film School podcast will also be on-site for a special segment with Shumpert, connecting with New York basketball fans while introducing them to his cannabis venture. TSA APPROVED products feature indoor-grown premium cannabis with complete testing certification. Each unit includes an accessible Certificate of Analysis that confirms the product’s quality and safety standards on the label.
Following the TORCHES launch, TSA APPROVED plans to expand to additional dispensaries throughout New York State, creating a series of branded takeover experiences that bring premium cannabis to communities across the region and provide a safe landing for cannabis consumers.
420 is right around the corner! If you’re in New York or New Jersey, you won’t want to miss MARY FEST: Where art, culture, and NY’s top brands come together for a community event like no other.
“Created by the team that brought you MARY Magazine comes a desired event encompassing elements of lifestyle that speak to the modern day community from fashion, music, cannabis, health & wellness, design, tech and more!” -MARY FEST
With MARY FEST taking place the day before Easter, the event will feature a lineup of Easter-themed activities with a 420-friendly twist.
GRÖN will host an infused Easter Chocolate Candy Station, offering a decadent selection of infused treats.
Grassroots, MARY FEST’s Official Flower Partner, will present an Easter Egg Hunt, where attendees can discover exclusive prizes, product giveaways, and surprise goodies.
OCB Rolling Papers and Cones will be hosting a lounge on our 6th floor courtyard, where guests can relax and enjoy their top-tier rolling essentials.
ILGM is taking its ‘Home of the Growers’ mission nationwide with the U.S. Home Grow Tour, culminating at MARY FEST, where ILGM will shine a spotlight on New York’s rapidly expanding home grow movement.
Get 50% off tickets just for being a Leafly subscriber. Use code LEAFLY.
Everyone wants to know—’Where’s the best 420 events near me?’ April is already upon us, and with it the biggest day of the year for those of us who love weed. As you well know, 420 is history, culture, industry, lore, and always a whole lotta fun. To get you in the spirit, we have here a lineup of the best ways to celebrate stoner Christmas, from concerts with acclaimed artists to all-day fairs to drops with the biggest breeders around. Make this 420 yours, whichever way you want.
California
The Big Lebowski Screening: An Evening with The Dude
Courtesy Live Nation
Firstly—The Dude is The Dude! Join the dude and the man himself, Jeff Bridges at San Francisco’s Masonic theater for a screening of the iconic Coen Brothers movie and a Q&A with Bridges.
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The 420 Status Music Festival
Secondly, try a little music, a lot of cannabis, and lanes of tricked out rides in Adelanto, CA. The 420 Status Music Festival showcases all the pillars of SoCal culture—cannabis, cars, and crooners. For adults 21 and up, there will be a separate vendor area to shop the wares, plus all-ages areas for the whole family to enjoy the day safely.
Kushstock
Courtesy Kushstock
Thirdly, Kushstock returns to Los Angeles! The ninth year of the cannabis-music-culture festival will take place at The Bee Hive, a versatile events venue space with the means to host music performances, artist installations, vendors, food, and a whole lot of cannabis lovers. Evidently, general admission is FREE, with paid tickets for general admission-plus and VIP if you prefer mile-high treatment.
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Fourthly, this multi-faceted cannabis festival blends all the different faces of Hollywood—a wellness zone with yoga and meditation, food vendors for all kinds of palates and dietary needs, a mix of live music and DJ sets, VIP lounges, and of course, lots of cannabis industry leaders and consumption areas. Sesh Fest goes from 10 am to 6 pm on April 19, so you can still go out at night.
Up next, a new dispensary experience in San Diego opens on the dankest weekend of the year. Sessions By The Bay launches the city’s first consumption lounge with 16,000 square feet of possibilities. Undeniably, the dispensary comes with the works—top tier brands, nearly a dozen experiential art rooms like soundscapes and murals, a fine dining restaurant, a customizable canna-cocktail, and some of the best weed tech (Puffco, Volcano, etc) for rent. [link]
Hippie Hill
Up next, San Francisco, the birthplace of medical cannabis, is also home to one of the oldest and most infamous 420 celebrations in the world—Hippie Hill in Golden Gate Park. It’s grown a lot over the years from a smokey gathering to a full-fledged concert and marketplace. Most importantly, Hippie Hill has gone unofficial for the second year in a row this. Still, diehard seshers can still gather on any other hill in the park. See also: SF Space Walk parties all 4/20 week long.
Colorado
Wiz Khalifa at Red Rocks Amphitheater
Courtesy Red Rocks Amphitheatre
The more things change in the cannabis industry, the more some things stay the same. Chiefly, the 420 concert bash at the Red Rocks Amphitheatre in Morrison, Colorado. This year, Wiz Khalifa’s April tour has him blowing smoke and beats across the amphitheater with supporting acts Larry June, Ab-Soul, and Chevy Woods. Certainly, if you want to relive the best 420 soundtrack anthems of the last decade, don’t hesitate—tickets are going fast.
Sublime (April 18)
Before Wiz lights it up, join the original members of Sublime on Friday, April 18 at the Red Rocks Amphitheatre in Morrison, Colorado. Seriously, how many more chances will there be to witness legends at work?
Mile High 420 Festival
Courtesy Mile High 420 Festival
Denver continues to do it in style with their annual Mile High 420 Festival. Gather at Civic Center Park for a day hosted by one of the best to ever chief it—Tommy Chong. Live tunes come courtesy of artists like Bone-Thug-N-Harmony, Cordae, and Kaliii, with plenty of food options and cannabis brand vendors onsite. Tickets start at $20 for general admission, with VIP options offering guests exclusive areas and swag.
Oregon
Homegrown Music Festival
Courtesy Homegrown
Oregon has one of the most prodigious cannabis industries around, but they still love something a little homegrown too. As shown above, the third annual Homegrown Music Festival showcases the best of Bend, with bands that range from psychedelic, blues, Latin, and jazz.
Washington
Phish in Seattle (April 18+19)
Courtesy Phish
“Young poh-theeds,” as Phish addresses the crowd of Springfield in a classic episode of “The Simpsons,” gather around. Of course, this jam band needs no introduction nor justification to be at Seattle’s Climate Pledge Arena for 420 weekend, with plenty of shop options nearby.
Nevada
Dead & Company: Dead Forever
For those of us who love The Dead, we go to see The Dead at their Vegas residency. Even though they won’t be jamming on 420 proper (who can blame them?), you can catch them on April 17, 18, 19, and 24, as well as plenty of shows in May.
420 State Fair
Downtown Las Vegas will get a little greener this 420 with the 420 State Fair. Specifically, Nu Wu Cannabis Marketplace, home of Nevada’s first consumption lounge and one of the state’s biggest dispensaries, hosts a noon-to-midnight mix of classic stoner activities and carnival games. Particularly, attendees can patron the dab bar, rooftop deck, and concessions stands in between DJ sets, rides, art activities, and even a pie-eating contest.
New York/ New Jersey
MARY Fest 2025
Courtesy MARY Fest
The Big Apple means big cannabis business. Consequently, MARY Fest, the event arm of Mary Magazine, has fogged up New York City for years now, and a partnership with legacy dispensary operator Happy Munkey means 2025 will keep it blazing. Specifically, it’s part trade show, part festival, and all dank. MARY Fest will have food, vendors, activations, industry icons, and some foundational wisdom from the I Love Growing Marijuana (ILGM) team. Spending $50 at Happy Munkey gets you into MARY Fest free. ILGM has an infused dinner in the works,
Cypress Hill and guests at Hard Rock Live (April 19)
Courtesy Hard Rock
Luniz said it best—”light another blunt like Cypress Hill.” Thus, the spawners of some of the best 420 songs come to Atlantic City for an unforgettable concert experience with support from Atmosphere, Dilated Peoples, & The Pharcyde.
Weedtopia Festival 2025 “EL BLOQUE” (April 19)
Edison, New Jersey puts all the shades of cannabis culture and communities on the map with “El Bloque,” a throwback to the block parties of old set to a soundtrack of Latin beats. Purchase and consume local New Jersey cannabis, with food, option, art, raffles, and VIP experiences to spend your Saturday riding the best vibration.
Ohio
420 Gala (April 19)
Another legalization state has come online. Ohio is now for cannabis lovers. The Midwest lights up with lots of events this year, and The Kee in Downtown Columbus is not to be ignored. Specifically, The Organic Light event organization puts on its 420 Gala with a little bit of everything—celebrity appearances, munchies, product samplings, games, a fashion show, and even an Easter egg hunt to coincide with the holiday.
Georgia
Sweetwater 420 Fest
Courtesy Sweetwater 420 Fest
Obviously, the people of Georgia love 420 and all things cannabis culture, even if their state laws haven’t caught up with the people. Hence, the annual Sweetwater 420 Festival at Pullman Yards offers a wide-ranging musical lineup all weekend, from Cypress Hill to Marcus King to Greensky Bluegrass.
Tennessee
Nashville Cannafestival (April 18-20)
Yeehaw! Nashville brings cannabis culture and community down south with the three-day Cannafestival. One of the biggest music cities in the world also wants you to know that they love cannabis, hemp, and CBD. Particularly, this weekend offers attendees workshops, food, artist installations, music (duh), vendors, and panels to help keep Tennessee’s cannabis laws pushing in the right direction.
Texas
Willie Nelson at the Whitewater Amphitheater (April 18+19)
Courtesy Whitewater Amphitheater
Lastly, Willie Nelson is, indeed, on the road again. He stops by New Braunfels, Texas, during 420 weekend for two nights of music with supporting act with Robert Earl Keen.
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Arizona
Cannaland
Mesa, Arizona’s Golfland Sunplash becomes CannaLand—with a mix of mini-golf, laser tag, bumper cars and boats, live DJs, arcade games, and more April 13 from 10 a.m. to 5 p.m. for $70. It’s Arizona’s best festival.
So the next time you wonder, ‘What’s the best 420 events near me?’ Now you know! Have fun out there and drink water!
Legacy to licensed is the motto for authentic New York brands entering the legal market. Two years ago, I sat with some of NYC’s top legacy pioneers from the New York market. Many of them are now licensed to operate legally as brands or retailers.
Every time a state legalizes cannabis, there is a buffer period where the plant has been legalized or decriminalized—but the market hasn’t fully opened for recreational sales. In 2023, when I visited NYC from Washington, I saw people setting up stands and selling bags like they were running a hot dog stand. But with over 300 stores now open for business, and billions in future tax revenue on the line—things are changing fast.
The good news is that many of New York’s legal dispensaries and brands are run by real New Yorkers with deep legacy roots. Here are the brands that paved the way, and where you can find them on legal dispensary shelves in New York now or in the near future.
Branson
This legend is patiently waiting for his famous triangle bags to hit shelves later this year. Branson was a major conductor and distributor of high-grade marijuana and hash oils in NYC during the early ’90s. Operating in the thick of the War On Drugs, Branson was one of the rare standalone plugs that celebrity smokers visiting NYC could count on to deliver good gas. Hence the chronic name drops on songs from legendary rappers like The Notorious B.I.G., The LOX, Nas, and Redman.
Shiest Bubz
In 2022, Shiest Bubz told Leafly he is taking the term “legacy,” back. In cannabis circles, it’s become a buzzword. Its definition depends on who you ask. And if you ask Bubz, the wordplay is becoming condescending with zero majority-Black-owned brands available on New York dispensary shelves.
“They’re like, ‘Oh, we need to help legacy learn how to transition from here to there.’ Who are you talking about? Not White America. Can’t be talking about them. Impossible. You’re talking about Black people… At the end of the day, it’s not White legacy operators that they’re looking for with deals to capitalize on.”
That’s why Bubz said he hasn’t rushed to join the licensed game. Despite a limited release last year that sold out in days. Over the course of three decades, he’s sold more pounds of flower in New York than any partner he could hope to find. And that before it was legal. He did it without getting caught up in the state’s historically aggressive Drug War enforcement. So he’s understandably hesitant about rushing to market, despite being pre-approved by the state should he choose to pursue a license.
(Instagram / @adonisisbored)
But after giving it some time, Bubz is coming around on the hot-button ‘legacy,’ term. “I like the word legacy,” he told Leafly in January of 2023. He still questions the intentions of those using the term, holding strong that the cannabis landscape is not fertile terrain to be colonized and capitalized. Original members were buying and selling weed before it became regulated. And they will continue to, with or without the government’s permission, or the legal industry’s euphemisms.
Bubz was once a one-man dispensary. He remembers moving 20 pounds in three days. “My father’s from Trinidad so he was always smoking weed,” he told the High Design YouTube channel in a 2023 interview. “The scent of marijuana was basically in my nose since I was born,” Bubz added.
Bubz is most known for popularizing Purple Haze through music. He’s widely-credited with coining the nickname “Piff” for the strain. But don’t ask him to pinpoint the original source of one of New York’s favorite strains. “I don’t know who brought haze to New York,” Bubz insists. “My contribution to the haze game is this – prior to me coming into the Haze game, that game was run by Dominicans and the Latin community. If you spoke Spanish, you had a better shot of getting plugged in with the haze than if you were just Black American. Weed, in the beginning, was a thing I would only get from Jamaicans. From the Yardies on 145th and Edgecombe Ave.”
“We didn’t even give a fuck about what a strain name was. We named the weed after the spot. Wherever you got the weed from is what you called the weed. We wasn’t asking what you call the weed. Go get ten bags of that 42nd street pack.” – Shiest Bubz
Shiest Bubz on pioneering Piff in New York
“The name Piff came into the universe because I wasn’t speaking Spanish. The Dominicans would be saying, “Pepper Head,” so we’d call it Pepper Head, not knowing that they’re mispronouncing Purple Haze. We don’t even care what that shit was. All we knew is that shit look like a caterpillar in a bag. And a .3 so small would have four or five of us high.”
Shiest Bubz on being targeted by the War on Drugs
“The era that we’re talking about is the War on Drugs. Being a target of the drugs, you can’t imagine what that feels like unless you’re targeted. Unless you’re Black or Latino. You can’t imagine what it is to know that you’re targeted. And you still gotta go outside and get your money but you know that you’re under binocular. It was dangerous times. Weed is not evil. But going to jail is.”
Shiest Bubz on staying out of legal trouble in the legacy era
“My lawyer asked me how much weed do you move? I said, eh 20 pounds. He told me, keep it under 100 pounds in your possession and 20,000 to the side and you’ll never see jail. I just kept that vibe going and I pushed it to the limit on a lot of things. Then I got into music.”
Shiest Bubz on staying loyal to cannabis
“I made a dedication to myself that I wasn’t gonna be involved in anything that was gonna put me in the big house. I made a oath to myself that if I’m gonna do anything, it’s gonna be weed. I really had a passion for it. I used to read the weed cannabis bibles. From 1990 I was involved with the growers. The weed from upstate was really considered exotic in NYC.”
Happy Munkey
Happy Munkey is one of New York’s most visible and respected “legacy-to-legal” cannabis brands. The brand started as a speak-easy/consumption lounge, then evolved to throw events at 420-friendly venues across NYC while awaiting licensure to open legal dispensaries.
April 20, 2025 will be the first 420 holiday that New Yorkers can legally enjoy the full Happy Munkey Experience with a legal dispensary. Leafly is partnering with Happy Munkey for on-site activations on the big day. You can secure your ticket to the festivities by an item from Happy Munkey’s menu via Leafly starting April 10.
GUMBO
GUMBO CEO Luka Brazi, rap star Moneybagg Yo, and Cookies CEO Berner celebrate the grand opening of Cookies’ NYC flagship store. (Cookies)
GUMBO is a strain with monster branding worldwide–from the Bronx to Bangkok. Legacy pioneer Luka Brazi and partner Alexis Major told Leafly about their plan to take over cannabis in 2022–and they’ve more than followed through so far. The Trends strain data shows that GUMBO has been hovering around the top 10 strains in New York since 2023, thanks in large part to Brazi and Major’s massive influence, including local events, merch, and content.
La Marina Boyz
Legendary cannabis breeder and grower White Boy Kev explained his origin story—including the roots of his memorable nickname. “I grew up in a Dominican neighborhood, uptown in Washington Heights,” recalled Kev, whose real name is Kevin O’Rourke. “It used to be an all Irish and Jewish neighborhood (until about ‘83). My family was the only one that didn’t leave… Everybody else was Dominican… It was just me—White Boy Kev, Un Blanquito. That’s how everybody knew me.”
Today, his old nickname is a premier brand name among NYC weed connoisseurs. And now that cannabis is legal in New York and New Jersey, Kev and his La Marina Boyz’ brand is positioned to be a smash hit. The only question is if he wants to deal with the headache of regulators, amateurs and opportunists after putting in decades as a pioneer.
Kev recently decided to dip into the booming legal business in New Jersey with Nick and Dane from the company Niche. And Kev’s longtime partners Cuban Joe the Hardway and Little Nelson (@BlockworkGrower) have a license in Florida. Kev shared, “I’m going to Florida through a licensing deal as a brand with them.”
After that, only time will tell if NYC’s Haze King will bring his talents to New York’s legal market.
How Whiteboy Kev became a Haze legend
I started selling weed around 91. Then in 93 Haze came about… everybody’s a weed dealer now. Everybody with a backpack… some people looked at me like I was a crack dealer because I sold weed.
How Kev’s Haze powered the infamous La Marina venue
I did a successful business with my brother in 99. We do La Marina. Probably the most iconic Dominican spot in NYC. But it was two Irish brothers who did it.
Booking music like Romeo santos from aVentura he would get 3,000 people to come out for a 12-12 party
That was his first legal transition.
How Kev is handling the legacy-to-legal transition
“I cut off from being on the corners because I’m trying to transition. But I got put under federal investigation in a joint task forced with NYPD. They locked my brother up as a king pin. My brother never sold drugs in his life. I’m very lucky I never got caught. It’s so crazy that my brother goes to jail as a kingpin and he never sold drugs in his life. So I feel like it’s cause of me it happened to him. The unwanted attention.
How Harlem became the heart of the East Coast’s cannabis trade
“If you’re coming from Florida or Mass, you’re coming thru 1-95. So everybody coming from Jersey, anywhere, came thorough my neighborhood. So I Washington Heights back then, every block was a spot. You would drive by and see 500 guys on a block all hustling. It was almost an open air market.”
Torches (powered by Polanco Brothers)
12 E 42nd St, New York, NY — recreational
4.6(4)
One of New York’s most recognized names in cannabis, The Polanco Brothers already have two dispensaries open in New York with more on the way. Check out Torches (powered by Polanco Brothers) near Bryant Park next time you’re in Midtown, or hit their Ridgewood store in Brooklyn for one of New York’s most authentic legal cannabis experiences, including top brands, knowledgable budtenders, and immaculate vibes.
Budega
Budega founder Alex Norman has dealt with delays and copycat brands on his path to opening. Norman is now poised to transition his legacy brand into a licensed player on the market. His application to open in Brooklyn was delayed by a messy lawsuit in 2022. The plan was for New Yorkers with cannabis convictions, like Norman, to open the state’s first dispensaries. But that was complicated by a number of lawsuits and setbacks. Norman’s getting close to opening day. Follow the journey on Instagram as Budega prepares to go online.
Certz (coming soon to Manhattan)
One of New York’s most beloved cannabis lounges is finally licensed. They’re opening soon. So get familiar with this legacy-to-legal success story that specializes in breeding, selling, and hosting one of New York’s most essential cannabis experiences. Follow CEO Steph V. and the Voice of the Sesh Euro V for more updates on their plans for the licensed market.
Co-founder Steph.V explained how they became one of New York’s top legacy brands during a sit-down in 2023. “Music studios, that was my way of doing it,” he said. “I owned a music studio in The Bronx, Manhattan. I could bust my moves here, I could bust my moves there.”
The pandemic put things into overdrive. Steph.V remembers: “Everybody started getting money because of all the PPP loans and people getting money they never got before. So they was buying work. Before that, it was just blocks you went to to buy. You had to come to a certain block. Go in a building. Buy your shit. Weave police. The old-fashioned way.
5Boro
5Boro is one of New York’s most-respected legacy brands. Already on shelves at dozens of dispensaries, the distinct packaging and array of winning strains like Double Grape are favorites around the state. 5Boro is available now at Bleu Leaf in the Bronx or Travel Agency in Manhattan.
Try their hybrid of Sour Stomper and Grape Crinkle, showcases terpenes including B-Myrcene, Limonene, A-Pinene, and B-Caryophyllene. Its effects are lauded for inducing relaxation and happiness while stimulating appetite without diminishing motivation. With aromas reminiscent of sweet and sour grapes, accompanied by hints of oats and wood, it offers a complex flavor profile ranging from fruity sweetness to earthy notes, with a pungent, herbal aftertaste.
The Mechanic’s Farm
Recently featured in Leafly’s top NY flower brands list, this craft quality grower made a huge name for himself on the legacy market. Now he’s partnering with top dispensaries like Good Grades and Torches for limited drops. His first run sold out in a few hours earlier this month. Stay tuned to Good Grades and Torches on Leafly for menu updates and restocks from The Mechanic’s Farm.
Chef for Higher
(Meg Schmidt / Leafly)
New York’s first culinary lifestyle brand was founded by BIPOC and women entrepreneurs well before 2021—legacy to legal. Chef for Higher launched April 19 last year on the adult-use market with the release of the Cooking Essentials (coconut oil, extra virgin olive oil, honey, and ghee), the first of its kind in New York’s legal dispensaries. Chef for Higher also offers jellies, as well as B2B services and curated dining experiences.
Work’n’Roll
During New York’s grey market period (2022-2024), Work’n’Roll was known as the place where everything starts for legal cannabis brands. The cCulminate a scenario that always feels like the right place at the right time.
“This place really reminds me of Spain. It definitely has this Barcelona social club vibe to it. It has a community the same people are here often. There’s Great ideas being generated from it.” – I’m with RJ
For People trying to figure out where they belong in the industry. Work’n’Roll is a market incubator. The owners and operators are pioneers of the consumption lounge space. Now they are transitioning to legal offerings like Budtender XP events, marketing services, and more.
I asked co-founder Julia Deviatkina if New York regulators care about the small legacy cannabis businesses at the heart of the Work’n’Roll community. “These places are critical. Yes, (the regulators) care. But I would say the government should help us with monetizing these spaces. Being the community space, it doesn’t make a living, (so) it doesn’t allow you to have employees. There’s a lot of little parts to figuring out how this can be profitable for the government, too. To make their tax money, and for us to exist.”
Deviatkina believes that cannabis-themed businesses should not rely on the plant to generate magical value overnight. The key is building a solid business that makes money with or without cannabis. “A place must sell something, time or products,” she said. “It should already be a sustainable business without cannabis. Restaurant, coffee shop, co-working space, yoga and pilates studio — it should be sustainable by itself as a business. And then you add a little infusion.”