SOUTH LAKE TAHOE, Calif. — A new cannabis business is enjoying its soft opening this week in South Lake Tahoe.
Embarc, a locally-owned cannabis dispensary store that opened June 15, has been busy this week welcoming new customers.
“We saw an opportunity to engage in the community,” said Wilson, who has been a South Lake Tahoe resident for 10 years and is married to a 20-year local.
Wilson is on the Measure P Oversight Committee for the city’s recreation center and also owns a business in Sacramento. She hopes that starting Embarc will keep her local without the commute.
“I am heavily involved in politics, so I watched Proposition 64 very closely,” Wilson said.
Wilson saw opening a cannabis store as a good opportunity to explore the industry and bring an experience to people in the Tahoe community.
Wilson said she wanted to shed light on the cannabis industry, especially for people who might not have any experience.
Wilson said she wanted people to “Look at the product from a different lens and make it more approachable.”
This classy and modern-style shop is designed so customers can spend time in the portion of the store that most fits their needs.
Embarc carries both wellness products and recreational products. It sells tinctures, balms, heavy CBD products that are focused on wellness. They also will be selling traditional items like gummies, mints, chocolates, concentrates, vape pens and prerolls.
Last year, the city provided a scoring rubric for businesses that applied for a retail cannabis license, which Embarc received a 97.7 score. Their application ensured products would only be used by adults with the exception of medical necessity and ensured an adult only location with high security standards in addition to other procedures and requirements.
“We want to be a good community member,” Wilson said. “We are committed to doing a great job in partnering with the city and collaborating with local stakeholders and community groups.”
Embarc will have a community advisory panel that is planned to meet in mid July. The meeting will help ensure that Embarc receives input from educators, youth services, business, healthcare, public safety and collaborates with the community. Wilson explained that this panel will help them direct how they spend community investment funds.
“If there are any concerns, we want to make sure we are addressing those,” she said.
When asked about the name of the shop, Wilson said, “It’s about redefining relationships between consumers and cannabis with health, relaxation, recreation, wellness, approachability. It’s really about embarking on a new relationship with a product.”
Wilson explained that cannabis is a product that changes on a daily basis.
“The science is just getting better,” she said, “with the way they are able to isolate and create products that promote different types of wellness and recovery.”
Wilson has been working on policy for several years. Her background is in public affairs and policy issues.
“I am new to the industry, I am not new to policy,” Wilson said, and added she is learning a ton about new products everyday. “Understanding the wellness aspect for me is really something I am passionate about providing folks in the community.”
The grand opening of Embarc is set for the first week of July.
Embarc is located at 4035 Lake Tahoe Blvd., between Tahoe Toms and Mayas across from Heavenly Village. Follow Embarc on Instagram at @go.embarc.