What’s happening on the West Side👇

FAQs

  • We are a partnership between two 100% locally owned and operated companies: The Hook, a retail cannabis dispensary chain that includes its sister store TreeHouse, and WAMM Phytotherapies, the nation's oldest medical cannabis cooperative. Our mission is to provide hope, well-being, and community through access to therapeutic-quality, responsible-grown and manufactured cannabis products. We aim to make these products accessible and affordable to all, particularly through expanding WAMM's compassion program at our Santa Cruz location, which offers free medical cannabis weekly to members. Committed to environmental sustainability, community support, and responsible operations, we enforce strict ID policies to prevent underage access and engage in initiatives promoting safe and responsible cannabis use, such as www.safecannabis.net

  • To actively support our project and advocate for legal cannabis in our community, please take a moment to email citycouncil@santacruzca.gov. Expressing your support will take less than three minutes, but it's incredibly impactful for our cause!

    Additionally, mark your calendar for May 14th. We encourage you to attend the city council meeting, which starts at 11am (exact time to be confirmed), to show your support in person.

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Community Benefits 🌎

  • Our dispensary is 100% locally owned and operated, ensuring that financial benefits remain within the community to support local economic development. We prioritize local and ethical brands, contributing to the growth of local entrepreneurs and the broader economy.

  • We are a proud Certified Green Business, demonstrating our commitment to sustainable and environmentally friendly operations. Our practices are designed to minimize environmental impact and promote sustainability in all aspects of our operations. We utilize recycled or reused materials in all our decor and construction, including reclaimed wood for our sales counters and displays and recycled or reclaimed paint for our interior and exterior.

  • We offer competitive wages and comprehensive benefits to our employees, including health and retirement options as well as life insurance, ensuring a decent quality of life. Additionally, through our partnership with WAMM Phytotherapies and other local organizations, we actively contribute to community development and provide affordable or free medical cannabis to members in need, especially those suffering from severe medical conditions.

  • The Hook has a rich history of contributing to the community through various initiatives. These include the "Summer of Bummer" campaign that supported families affected by COVID-19 and wildfires, donations to the Second Harvest Food Bank, and matching donations to support local families during the CZU complex fires. Additionally, The Hook has supported Everyone's Music School by providing scholarships to low-income students and contributing to Monarch Services, aiding individuals affected by domestic violence and human trafficking.

    Our sister store, TreeHouse, works diligently with local organizations to offer support and outreach; for more information on our initiatives, click HERE

  • The Hook plans to extend its commitment to community support in Santa Cruz by collaborating with WAMM Phytotherapies to expand their compassion program, which currently provides free medical cannabis weekly to nearly 60 members at our TreeHouse location. This partnership aims to service an additional 70 WAMM members at the Santa Cruz location and up to 70 members at our Watsonville location by the end of 2024, providing them with free medical cannabis weekly. Furthermore, The Hook intends to continue its community engagement through financial contributions, community service, and educational programs.

  • The Hook is committed to supporting local employment by prioritizing hiring from within the community and ensuring that all employees are provided a competitive wage and comprehensive benefits. The company's expansion efforts are designed to create more job opportunities, contribute to local employment, and enhance operational capacity. By sourcing products, supplies, and services locally, The Hook supports the local economy and fosters partnerships with Santa Cruz-based cannabis companies.

  • As a 100% locally owned and operated business, The Hook deeply values its integration into the local culture and community. The company's design and marketing strategies are thoughtfully crafted to reflect and pay homage to the community's rich cultural heritage.

    Through its Community Investment Fund, The Hook allocates a portion of its annual net profits to local initiatives, supporting education, health services, and community development. This approach underscores The Hook's active and responsible community member role.

Location 📍

  • The location meets all zoning and parking requirements for a cannabis retailer, is situated outside cannabis-restricted areas, and aligns with the city's general plan for mixed medium-density use, making it an ideal location for our dispensary. See our location on the city’s cannabis zoning map HERE.

  • Our project has undergone thorough planning and zoning analysis, ensuring compliance with all city ordinances, including those specific to cannabis retailers. We meet all parking requirements and are committed to adhering to city guidelines for safe and responsible operation. Our independent land use assessment can be found HERE.

  • No significant changes in use or occupancy are required. The proposed dispensary aligns with the existing zoning and uses the site's history as a commercial space to transition smoothly into a cannabis retailer with minimal impact.

  • The proposed location of The Hook Outlet at 1129 Mission St. maintains a similar distance to sensitive areas as other dispensaries in Santa Cruz, ensuring adherence to city zoning requirements.

    For example, Canna Cruz is 0.4 miles from Kirby School, Reef Side is 0.4 miles from Grant Park and 0.6 miles from Monarch Community Elementary School, and Kind Peoples Collective is 0.2 miles from Central Park and 0.6 miles from Monarch Elementary School.

    The Hook Outlet is located 0.4 miles from Santa Cruz High School and Mission Hill, demonstrating a consistent commitment across dispensaries to minimize potential impacts on youth by maintaining appropriate distances from sensitive areas.

    City code requires dispensaries to be greater than 600 feet from schools measured by property line to property line. Santa Cruz High School is 850ft from Santa Cruz High School and 1360ft from Mission Hill Junior High School as sited.

    Mission Hill Map
    Santa Cruz High School Map

How are you Safeguarding our Youth & Community? ✋

  • WAMM Phytotherapies and The Hook Outlet are committed to safe, responsible cannabis use. Through the creation of www.safecannabis.net, we offer guidance on proper storage, youth substance prevention education, and responsible adult use. Our upcoming media campaigns will focus on addressing youth substance prevention and the impacts of teen use, demonstrating our dedication to a well-informed and safe community. This campaign will be revisited annually to promote safety and well-being in our community. For more information, click HERE

  • The Hook rigorously adheres to DCC regulations under §15040 to ensure marketing efforts do not target youth. This includes verifying that at least 71.6% of the audience for any advertising or marketing is expected to be 21 years of age or older, avoiding depictions or images of minors, and not using imagery or terms that could appeal to children, such as cartoons or candy-like packaging. Furthermore, The Hook refrains from advertising free cannabis goods or using marketing strategies like buy-one-get-one-free promotions, contests, or sweepstakes. Our discrete facility design, which ensures no visibility of cannabis products or promotional content is visible to the public from our facility, underscores The Hook's commitment to responsible marketing practices that protect youth from cannabis exposure.

  • We enforce strict ID verification at entry and the point of sale, use advanced ID scanners, and train our staff rigorously to ensure no minors gain access. Our operations are discreet, with no visibility of cannabis products from outside, and we strictly enforce a no-onsite consumption policy. In addition, we regularly patrol the parking lot and ensure no minors or individuals are permitted to loiter on or around the premises.

  • A study published in the Journal of Safety Research indicates that ID policies at licensed recreational marijuana outlets in California are highly effective in preventing underage access to cannabis. In all cases observed, individuals appearing underage were required to show valid identification to enter dispensaries. For more information, click HERE

  • Our dispensary is committed to strictly enforcing ID policies similar to those evaluated in the study, ensuring that only individuals of legal age can access cannabis. This aligns with our goal of responsible retailing and community safety. We have operated dispensaries since 2010 and have never had a single incident where a minor was allowed access to our facility to purchase cannabis.

  • The study suggests further research should focus on the use of fake IDs by underage patrons and whether they obtain cannabis from illicit sources or social connections. Our dispensary supports efforts to understand and mitigate these alternative access routes through education and community engagement. To mitigate fake IDs being utilized, we use current ID scanners which validate the legitimacy of the identification used. In addition, we regularly train staff on ID policies and keep up-to-date governmental ID booklets for staff to reference at intake.

  • These findings reassure our community that with strict enforcement of ID policies, licensed dispensaries like ours can prevent underage access to cannabis, similar to how alcohol access is controlled. This contributes to a safer community environment and discourages illicit cannabis acquisition among youth.

    There is no evidence that city and county dispensaries are providing access of cannabis goods to underage members of our community. To date, there has not been a single incident of a county dispensary being cited or receiving a violation for transacting unauthorized sales.

    References, studies, and supporting data can be found HERE

  • Beyond our existing measures, we propose additional safeguards, including barring individuals under 19 from accessing the facility and not providing medical cannabis to this age group. This consideration is largely due to the feedback from Santa Cruz City Schools. If enacted, we would be the ONLY dispensary in the county that does not allow medical cannabis sales to individuals who are eighteen years old and hold a valid doctor's recommendation.

    We have enhanced our educational efforts, including updating our new membership packet with recent research on the effects of cannabis and promoting safe storage practices, and have launched an educational resource for parents and community members, safecannnabis.net

  • We maintain an exemplary operational history with a violation-free record across our dispensaries. We collaborate with local cities, the county, and youth prevention groups to devise and implement safeguards against youth cannabis use, showcasing our commitment to community well-being and safety.

Concerns About Proximity to Schools, Youth Access & Underage Cannabis Use 🚫

  • Studies, including those published in the Journal of Psychoactive Drugs and by the CDC, have observed a decrease in alcohol, tobacco, and cannabis use among young adults and teenagers following cannabis legalization. These findings challenge the "gateway theory" and suggest that legalization does not lead to increased cannabis use among youth.

  • Research indicates a "substitution effect" where young adults significantly reduce their alcohol and cigarette consumption following cannabis legalization. This suggests that cannabis legalization might have a protective effect against the use of these substances.

  • The CDC's Youth Risk Behavior Survey has shown a consistent decrease in both current and lifetime cannabis use among high school students over the past decade, indicating that the opening of legal dispensaries is associated with a decline in teen cannabis use. The survey can be found HERE

  • Studies from various states, including Colorado and California, have found no increase in youth marijuana use post-legalization. In fact, some studies indicate a decline or no significant change in adolescent cannabis use, suggesting that legalization does not lead to increased teen usage.

  • Despite concerns, data indicates that legalization has not made it easier for teens to access cannabis. In fact, a Rhode Island Student Survey noted a decrease in perceived ease of obtaining cannabis among students, aligning with national trends showing declining cannabis use among high school students.

  • Studies indicate that states with legalized medical and adult-use cannabis have seen a decrease in the likelihood of underage cannabis use. Regulations ensure that dispensaries do not sell to underage individuals, helping to prevent access and reduce use among youth.

    References, studies and supporting data can be found HERE

WAMM Partnership 🌱

  • Our partnership with WAMM Phytotherapies is central to our mission, helping to expand their compassion program and providing free or subsidized medical cannabis to low-income patients with severe medical conditions. This partnership exemplifies our commitment to community well-being and sustainable, compassionate care. For more information about our partnership, click HERE

  • WAMM Phytotherapies, formerly known as the Wo/Men’s Alliance for Medical Marijuana (WAMM), is the nation's oldest medical cannabis collective, renowned for its compassionate care and community support. Founded by Valerie Corral, a pioneer in the medical cannabis movement, WAMM Phytotherapies is dedicated to providing therapeutic-quality, regeneratively-grown cannabis products that are accessible and affordable to all. The organization has a history of advocacy and support for patients with serious illnesses, offering free or low-cost cannabis to those in need.

  • WAMM Phytotherapies has a long-standing commitment to health and wellness, offering medical cannabis and holistic care to those in dire need. Through partnerships with local dispensaries like The Hook Outlet and Treehouse Dispensary, WAMM expands its ability to serve the community by providing a place for members to connect, meet, and access medicine. Their compassion program benefits nearly 60 members with weekly donations of medical cannabis products, supported by contributions from local cannabis companies such as Caring Kind, Coastal Sun, and Highway One Distribution.

  • Our partnership aims to extend WAMM's compassion program, servicing up to an additional 70 members at the Santa Cruz location who would receive access to free medical cannabis weekly.

    This initiative continues the legacy of WAMM's compassionate care, strengthens community ties, and supports individuals facing severe health challenges. The expansion of an additional storefront in Santa Cruz will also better position us to meet our goal to expand WAMM’s compassion program to South County, servicing an additional 70 members at our Watsonville location by year's end.

Sustainability ♻️

  • The Hook is committed to environmental sustainability through various initiatives, including procuring organic and OCAL-certified products, sourcing sun-grown cannabis, implementing energy-efficient lighting and water conservation measures, and managing waste effectively. The company also prioritizes using biodegradable and recycled materials in its construction and facility design.

  • The Hook's affiliate, Treehouse, was the sole Envirocann-certified retailer in Santa Cruz County, and both the Capitola and Watsonville locations have received Green Business Certification from the Santa Cruz and Monterey Green Business Program. Plans are underway to pursue similar certification for the City of Santa Cruz location.

  • By beginning to prioritize OCAL-certified products and sourcing the majority of its cannabis from small, family-owned farms that specialize in biodynamically grown cannabis, The Hook supports environmentally sustainable cultivation practices. This approach reduces energy consumption and greenhouse gas emissions associated with indoor cultivation.

  • The Hook plans to implement LED lighting across its facility for enhanced energy efficiency and intends to participate in the PG&E Solar Choice program to source energy from 100% renewable resources. The company aims to procure at least 50% of its total power consumption from renewable energy sources one open.

Safety 🚨

  • Legalizing commercial cannabis businesses spurs economic development, increases property values, and generates significant local revenue. This revenue supports community reinvestment, law enforcement, public health, and safety programs, contributing to a stronger, safer community. In addition to sales tax revenue, the city collects 7% of all gross receipts from city cannabis retailers. We estimate our cannabis business tax alone will generate over $400,000 annually in additional tax revenue for the city.

  • No evidence shows that authorizing commercial cannabis businesses has been associated with an increase neighborhood crime. Strict regulations and security measures at dispensaries contribute to maintaining public safety and deterring criminal activity. While there have been issues with criminal activity against cannabis businesses in the county recently, these have been focused primarily on cultivation businesses located in industrial areas. We have an extensive security and safety plan, have employed state-of-the-art camera and AI surveillance, extensive physical barriers, upgrades to lighting, and have live monitoring of our cameras at all times, ensuring an immediate response to any suspicious or illicit activity onsite.

  • The dispensary employs comprehensive security measures, including round-the-clock surveillance with exterior and interior cameras, motion sensors, and live remote monitoring. Security guards are present during all operating hours, and the facility utilizes advanced technology such as license plate cameras for vehicle tracking and artificial intelligence to flag suspicious activity and escalate to live monitoring guards and management.

  • Access is controlled through high-security doors, fences, and gates. All points of entry are monitored by security cameras and guards. Additionally, all employees and visitors are required to have proper identification, and access is limited to authorized personnel only.

  • The dispensary's security plan includes alarm systems, intrusion and motion detection, and third-party monitoring to promptly address any security breaches. The storage and disposal of cannabis products follow strict protocols to prevent theft and ensure product safety. No cannabis goods are stored or disposed of in any public area or right of way.

  • The dispensary has detailed incident management and emergency response procedures. This includes regular training and drills for staff, coordination with local law enforcement, and a robust alarm system that notifies authorities immediately in case of a security breach.

  • The dispensary prioritizes data security with secure storage, restricted access to sensitive information, and compliance with privacy laws to protect both customer and employee information. View our privacy policy.