Victor Chiang, CEO and Co-founder of Natick’s first recreational cannabis dispensary, says one of Redi‘s big challenges as it opens its doors this Friday from noon-7pm at Cloverleaf Mall (321 Speen St.) “is just getting the word out.” Some traditional forms of marketing and advertising, such as TV and radio spots on federally-regulated networks, are forbidden in this new Massachusetts industry.
Still, given that this is the town’s first such establishment, and that it arrives 7 years after local voters came out in support of Massachusetts’ marijuana legalization, I somehow think people are going to hear about it—and not just in Natick. Surrounding communities such as Wellesley and Weston don’t allow such shops. Plus, being in Cloverleaf Mall, Redi will get exposure to those those shopping at neighboring retailers Total Wine, Aldi, and Guitar Center, as well as those living in the adjacent apartment complex or staying at the Hampton Inn. The Redi space formerly was occupied by a gym.
“We love the location,” says Chiang, who cherishes the big parking lot and high traffic activity.
A second Natick licensee, ReLeaf Alternative, has had to jump through hoops with the town regarding the entering and exit routes for its planned shop on Rte. 9 West in a former Papa Gino’s.
Chiang and Director of Retail Lisa Burke last month gave me a sneak peek inside Redi, which has had a location in Newton since the summer of 2021 and is slated to have one in Boston’s Fenway area in the fall. Though finishing touches remained to be made when I first visited the Natick location, I could visualize what the actual experience of shopping at Redi would be like. I popped back in the day before Redi’s grand opening to get a few updated photos, with Burke and her colleagues as my tour guides.
The first thing I noticed as I waited outside for my tour were the handful of cameras eyeing me. Security is taken seriously at these establishments, as was emphasized during Natick’s vetting process for licensees over the past few years. Retired cops and military personnel are flocking to jobs in this industry.
I entered into a small lobby, where I needed to get my ID scanned before entering the expansive shop, a vision in orange and white, and sparkling glass displays.
As a first-time customer, I could either book a consultation to learn about what’s available, or just walk in and browse on my own if I already knew my Indica from my Sativa and my CBD from my THC (or many some of the 100-plus other cannabinoids).
Video screens mounted along the walls will help to educate browsers about the finer points on flowers, edibles, vapes, pre rolls, and concentrates. Consultants can give 1-on-1 attention to customers’ needs, explaining everything from possible pain relief and sleep benefits (“sleep is the big one,” one associate says) to safety considerations to the law (don’t be bringing your Redi purchases across state lines).
“We want to help break stereotypes for those new to this or who are unsure,” Chiang says.
Burke calls Redi’s employees the industry’s “hidden caretakers” in some senses. “Cannabis plays such an integral role in many people’s lives, and there’s shush conversations, and people who are uncomfortable or comfortable with it,” she says. “When you come in we want to make it welcoming, and that’s how everybody is trained. People hang on every word when it comes to cannabis.”
When fully staffed, the shop will have about 35 employees working out front and in the back.
If I were to buy something, I could order through a kiosk on the floor, via an employee’s mobile device, or just let an employee at a point-of-sale system know. I could also order ahead of time online and pick it up at the store. I’d need to have cash on hand (avoid the $3.50 charge from the ATM there) or use a debit card—no credit cards due to federal rules. I’d also get my ID checked again at the point of sale.
Redi’s Newton store serves anywhere from 400 to 600 people a day, and as many as 100 of them are newcomers, Redi officials say.
Redi offers dozens and dozens of cannabis products and paraphernalia, and sources its goods from a host of vendors, so there’s a lot to learn for the initiated and uninitiated alike. The business needs to be careful about what it displays in the store (when you go to buy cannabis products there they will be delivered to the service counter from a back room). Glassware, such as pipes, will be showcased in display cases, as is Redi swag such as lighters and t-shirts, and specialty offerings such as “smell proof technology” including candles and bags.
Chiang says that the cannabis industry is a lot different from the alcohol business on the education and experience front. When prohibition ended almost a century ago and booze began flowing freely, “people knew how to drink,” he says. But that’s not necessarily the case with cannabis products, especially newer offerings like edibles.
That’s one reason that Redi advocates for “microdosing,” when it comes to customers using various cannabis products for the first time, Burke says. Different people react differently. “There’s no blueprint for cannabis,” she says. “What works for one person isn’t necessarily going to work for someone else.” Some people might come in, having smoked pot for years, but experiencing an edible such as a chocolate bar for the first time could be a whole different experience, with a delayed onset prompting some people to overdo it. “Making assumptions is a mistake,” Burke says.
Beyond the education, Burke wants Redi to be a fun place for people to visit. Her pitch for a rock climbing wall got nixed (“Look at those high ceilings,” she laments), but other activities designed to build community will make the cut. Expect to see offerings such as yoga classes, women’s groups, and maybe even an artist in residence and art gallery. Free Wi-Fi, some games, and other attractions will be designed to encourage people to hang out.
The fun will only go so far though. Back to the industry restrictions, you’re not allowed to consume cannabis on site. So there won’t be any of the tastings like you might see for beer or wine at liquor stores. Though there could be pop-ups within the shop where say a gummy or drink maker might let people try its flavors without the cannabis included.
Redi adds to a burgeoning cannabis industry in Natick, whose town leaders have encouraged the industry as both a commercial tax revenue and jobs generator (the COVID-19 pandemic introduced some delays into recreational cannabis businesses opening sooner). A marijuana dispensary called Bountiful Farms opened in Natick in 2020. A testing lab called Kaycha opened its doors at Tech Circle in 2021. A couple of delivery companies are vying to open in town, too.
Redi is hiring, with jobs listed that include “budtender” to fulfillment and reception. Burke says the company has had little turnover to date at its Newton shop, and as a small business supports an environment where anyone can put forth ideas and move around within the organization.
Redi initially will be open 12pm-7pm Monday-Saturday, 12pm-5pm Sunday. By February, it hopes to be open 10am-9pm Monday-Saturday, 10am-7pm Sunday.
You gotta’ go back on Friday, Bob, and get yourself a treat!