Ontario dispensaries are estimated to have brought in 10% of Oregon’s of Cannabis sales in 2022 entire cannabis related revenue. A surprising statistic considering Malheur County, where Ontario contains less than 1% of the state’s population.
These figures can lead to the perception Ontario dispensaries as nothing more than short term businesses looking to turn quick profits. This viewpoint could have been strengthened by the opening of seven new dispensaries in the past three years alone.
However, Treasure Valley Cannabis Company (TVCC) is striving to shatter people’s perceptions and redefine the role of a dispensary in the community.
Chase Muromoto, the Director of Brand Development and Strategy at TVCC, takes great pride in the company's efforts to make a difference in people's lives. Muromoto said “Since day one we’ve wanted to become engrained into the community… we’ve tried to innovate the cannabis culture in Ontario and the surrounding area.”
Two years prior to opening their store in Ontario, the company planned its integration into the local community. One of their main initiatives was to utilize art to build a deeper connection to the community.
In 2021 TVCC brought together seven local artists, and created three large murals in the downtown area, collectively the murals read as “Welcome to Ontario” with each letter being filled with imagery related to the local area. These murals form together and form the foundations of Ontario’s first art district.
Now TVCC offers local businesses the chance to become a part of this art revolution in a project known as ‘Adopt Ontario’. In which TVCC offers to fund the creation of murals for local businesses.
One of the artists involved Forest Wolf Kell, encourages people to give the project a try, “We’ve had great responses, it’s a great process, people want to know what it means (the murals) so it’s always nice to speak with people about that. We’re trying to get the word out that this doesn’t cost business owners anything, and we’re hoping to do it more… my personal philosophy is that having art on the wall is better than just leaving it blank,” said Kell.
While the cannabis industry can be frowned upon by some people Kell had nothing positives to say, “I’ve always found the cannabis industry has been good for the arts, and the community. This industry is full of people who are community orientated, and it’s really helped me as an artist make a living… I just think it’s an industry filled with some of the best people around.”
By focusing on innovative projects TVCC has exposed locals to fresh art styles. “Many locals have not been exposed to that style of art before… It really changes people’s perspective on the type of art that Ontario was missing,” said Muromoto.
However, art and philanthropy are not the only way TVCC can make positive change. Their products serve this function as well and cater to both recreational and medical users.
"We provide service to all people which is great... Our budtenders play a vital role in educating our customers, while there is a younger generation familiar with our products, the older generation may not be as privy to that information,” said Muromoto.
Educating on weed is an integral part of any dispensary, something that TVCC are very aware of. “Our budtenders have an influential role in consumer experience, so it’s very important for us to have educated staff that can help anyone, whether they are 21, or 80 years old," said Muromoto.
Ambitious Plans: New Mural, Food Trucks, Event Space, and Beer Garden to Transform the Local Scene
Treasure Valley Cannabis Company could serve as a beacon of change in the cannabis industry. Through their proactive community involvement, innovation, and initiatives, they can challenge the prevailing stereotype of dispensaries as profit-driven entities.
As Treasure Valley Cannabis Company heads towards their 4th year of business they aim to continue paving the way for a more positive perception in the community they serve.
In keeping with their commitment to the arts, and philanthropy. TVCC is trying to develop Ontario in a variety of other aspects. A planned development of the area surrounding the dispensary will add various new cuisines and beverages to Ontario.
"We're trying to create a destination here. We're working on adding all these different components; food trucks, a beer garden, and event space... we want to make it a unique experience for our consumers," said Muromoto.
This development of the dispensary and the surrounding area could be a huge step forward. Yet, in the eyes of the Treasure Valley Cannabis Company, it’s one step along a long journey of change.
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