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This guest column is from Jordan Isenstadt, a senior vice president at Marino PR who founded the agency’s cannabis practice. Isenstadt previously worked for the New York State Senate and the Executive Chamber. The views and opinions expressed in this article are those of the author, and do not necessarily reflect the views or positions of NY Cannabis Insider.
On Oct. 4, New York will broadly open applications for adult-use dispensary licenses. While most people preparing to apply will have already secured a lawyer, accountant, and potentially a lobbyist, there are additional experts who can help you ace your application and others who are helpful to have lined up so you can hit the ground running as soon as you receive your license.
Here are the key categories you should be vetting and some businesses that already have experience working in New York cannabis so you can secure your adult-use dispensary license and set your dispensary up for success.
Security
While a security plan is a requirement for the application, if you are working with a lobbyist, they’ve likely informed you of the importance of working closely and gaining the support and trust of the local community you’re planning to operate in.
Communicating to local stakeholders that you’re heavily invested in your dispensary’s security will help assuage concerns residents have about a cannabis dispensary operating in their neighborhood.
Myers Security made a name for itself by helping cannabis growers secure their farms and has expanded into dispensary security, already working with live retail locations. Mid-Hudson Security Consultants provide trained and vetted on-site security personnel and Seed to Sale Security brings experience on the national level to New York’s growing industry.
Construction/Design-build
Having a beautifully designed and welcoming dispensary is paramount to differentiate yourself in the industry.
But unlike typical retail locations, cannabis dispensaries must follow significant rules and regulations that dictate the design and other considerations for the store. Late last year, the Office of Cannabis Management (OCM) selected ten firms to help design and build CAURD dispensaries in the state. While you won’t be required to use one of these companies, they’re a good place to start your research.
Because of disruptions in the roll-out, many of these firms haven’t supported a dispensary opening in New York. However, Temeka Group helped stores like Smacked, Just Breathe, and the Greenery Spot swiftly open their doors.
Marketing and PR
Investing in marketing and public relations can help refine your story and business proposition.
They are necessary resources to educate stakeholders about your expertise and potential positive community impact as you work to secure your license and then help inform customers about your opening and other milestones.
While I’m obviously going to suggest Marino PR, there are other strong marketing and PR practitioners, such as Bridge Strategic Communications and GVM Communications, that have specific experience opening cannabis dispensaries in New York. What’s most important to look for in a communications partner is finding a team you trust and vibe well with.
Technology
Once you secure your license, you will need to engage with a handful of technology partners to ensure compliance and ease for both your customers and staff. Luckily, New York isn’t the first state to legalize cannabis and there are many national technology companies that are specifically designed to work within the cannabis sector.
Dutchie is the leading provider of compliant point of sale, ecommerce, payments, and insurance, helping to support inventory management, delivery, compliance reporting, and more. With over 6,000 dispensaries in North America and nearly 80% of all licensees in New York using Dutchie, the company is also using its cannabis retail expertise to help newcomers in the industry by producing a range of dispensary guides/standard operating procedures and webinars on a variety of topics.
To make sure your employees get paid on time, you can turn to Kaya Push, a HR and payroll company that provides dispensaries with needed support in a time when many similar businesses won’t work with cannabis brands.
Trade organizations and events
You don’t have to open your dispensary completely on your own. There will be hundreds of peers looking to open dispensaries in New York that you should lean on and learn from.
Consider joining the New York Cannabis Retail Assocation. Previously the CAURD Coalition, the association is a trade group for retail and microbusiness applications where people can share resources and experiences throughout the complicated journey from application to opening. Not ready to join a trade group? Check out the local events curated by The Maze to network with other licensees.
Opening an adult-use cannabis dispensary is no easy task. It’s filled with complications and obstacles on the local, state, and national level, and it only just begins when the license is secured. Luckily, you’re not the first person to take on this challenge and there are many wonderful experts at your disposal in New York.