A line wrapped around the building for the soft opening of Fontana’s first cannabis retailer, Embarc, earlier this week as customers checked out some of the 1,800 products carried in the shop.
The store, part of a chain of neighborhood-style cannabis shops, is the first of three potential stores to receive permission from the city of Fontana to operate within city limits.
“I think it’s awesome,” said Robert Arajuo, 28, who lives in Fontana and was on hand for Embarc’s opening Monday, April 1. “It’s not really like your typical kind of the store … it’s more of like a pick and choose, like fast food restaurant.”
Revenue from the store will go back into the community, according to city officials. Phillip Burum, deputy city manager, said 5% of Embarc’s gross sales will be given to the city on a quarterly basis and 1% of sales will be given to local charities overseen by a board of stakeholders.
The store expects to bring in over $1 million in its first year of operations, said Dustin Moore, co-owner of Embarc.
In July 2022, the Fontana City Council approved retail cannabis sales within the city, limiting the number of retailers to three: one north of Baseline Avenue, a second between Baseline and Valley Boulevard, and the third south of Valley.
The council granted the city’s first cannabis-related development agreement to Embarc in a 4-1 vote in January, officially allowing the retailer to renovate a space off Sierra Avenue.
It was a six-month process to renovate the store, said Courtney Zalewaski, chief brand officer for Embarc. The company repainted and added signs and murals to create a welcome and open space for a community that she says seems excited for the store.
“I mean, this was the easiest process we’ve had. It was, like, super fun to design this,” Zalewaski said.
The Fontana store is the 13th in the chain, and another is set to open in Riverside. The Fontana store started with 40 full-time employees from the community, Zalewaski said. This is a normal practice for the company, she added, saying Embarc hires locally for everything from employees to vendors for events.
Embarc regularly gives back to the communities it serves, said Moore. Embarc has funded drug education and prevention programs through the Boys and Girls Club, he said, promoting educated drug use and teaching kids about the dangers of drug abuse.
The store also pays employees up to 40 hours for volunteering in the community, Moore said.
“They can actually give back to their community, it’s a more holistic approach to cannabis,” he said, adding that Embarc offers suggestions for volunteering but employees are welcome to volunteer wherever they choose.
The store has over 1,800 different products and all of the sales employees are educated on each product and can advise shoppers, Moore said.
When entering the store, shoppers start at the far left and are guided through the products by an employee to ask any questions they may have, Moore said.
“Now residents can be sure that they’re getting the safest, best quality product there is,” said Chelsea Guillen, assistant general manager and a Fontana resident. “Everything’s tested in here.”
With a storefront, Arajuo said buying cannabis is a bit more safe because shoppers know what they are getting.
Before Embarc opened, he said, he traveled to other cities and saw the success of their cannabis commerce, and hoped a retailer would open in Fontana. Previously, the nearest cannabis retailer to Fontana was the Green Church of Blooming Cannabis Dispensary off Cedar Avenue in Bloomington.
“It’s just really good to see an actual store out here in the city that’s just able to help provide for the customers,” said Arajuo.
