Embarc opens doors as Fontana’s first cannabis retailer – San Bernardino Sun

On Apr 3, 2024

Embarc Fontana cannabis dispensary employee Barbara Tamayo, left, assists customers on the opening day of the first cannabis retail storefront in Fontana, on Monday, April 1, 2024. The Fontana location, which carries approximately 1,800 different cannabis based products will give 1% of sales back to the Fontana community, which will be directed by a special Community Advisory Board made up of Fontana residents.(Photo by Will Lester, Inland Valley Daily Bulletin/SCNG)

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…