As the third legal recreational dispensary in New York and one of the most exciting ones at that, Union Square Travel Agency (USQTA) is at the helm of the city’s adult-use cannabis market, laying the groundwork and setting the bar for what’s to follow. My visit to the East Village dispensary delivered a cannabis shopping experience unlike any other I’ve experienced in the Northeast. I felt incredibly welcomed, captivated by the displays, and part of an exemplary, immersive experience uncommon in the region’s cannabis market. From the visual aspect to the vibrant staff, everything felt on brand and up to par with a New York City affair.
An Exceptional Cannabis Shopping Experience at Union Square Travel Agency
With around 300 unique products from dozens of brands, USQTA caters to nearly every consumption preference. The friendly staff is sure to point any indecisive consumers in the right direction, giving an honest rundown of the brands and products. When I was unsure of which flower to try, a security guard gave me the lay of the land, telling me which products are on the drier side and which are worth the extra dollar; the same security guard welcomed me with a joke and a laugh. When I couldn’t decide between vapes, a budtender painted a picture of me hitting a Strawberry Lemonade Eureka vape, followed by a sip of actual strawberry lemonade. As I walked out, the budtender who checked me out wished me “safe travels” as I embarked on my elevated journey.
Though the illicit market has proven to be a formidable opponent with no signs of letting up, USQTA breaks through the noise and gives New Yorkers a reason to shop legally and locally. The Manhattan dispensary, situated on 13th Street and Broadway, is dedicated to giving back to the community through quality cannabis products, education, and monetary support to those who have experienced homelessness or incarceration through their partnership with the non-profit The Doe Fund. Between their community involvement, dedication to social equity, and exceptional shopping experience, Union Square Travel Agency has blossomed into Manhattan’s premier cannabis destination.
I had the chance to chat with the team behind the sensational 420 shopping experience that is USQTA, who shared details on the dispensary’s inception, evolution, and future plans.
Union Square Travel Agency x Respect My Region Interview
What was the process like when developing the branding and store design? I hear there is more to come this summer— can you tell us about that?
Arana Hankin-Biggers (President): As we developed the brand identity and aesthetic for the store, we knew that we wanted to create something distinct and different to all of the other dispensaries that we’d visited. New York is not a soft and fluffy place, it embraces cutting edge design, and pushes the boundaries. We wanted folks who walk into our dispensary to feel like they are in a new space, one that is forward thinking and embodies New York. We want our clients to feel like they’re being transported to a special place when they come to USQTA and if you think this design is unique, just wait until our main Broadway store opens in a few months.
How has the first couple months open been for USQTA? What are some customer trends you have seen?
Paul Yau (CEO): Business is great and we feel blessed. We’ve found that edibles are the preferred product our customers are purchasing (by total units sold). What is the most interesting trend in the first month is the diversity of our shoppers; from 21 to 89!
Tell us about your partnership with The Doe Fund— why did you choose this organization to work with? In what ways is this partnership mutually beneficial?
Paul Yau: We [Paul and Arana] met with many non-profits, but once we met with The Doe Fund and their focus on helping change and improve the lives of the formerly incarcerated aligned so perfectly with what they wanted for the store and the community, that creating the private/public partnership with The Doe Fund was a no brainer.
How do you envision USQTA evolving as the legal cannabis industry continues to grow and evolve in New York and nationwide? Do you see USQTA playing a role in the broader movement toward cannabis legalization and destigmatization?
Arana Hankin-Biggers: We will grow along with the New York industry. We aim to support other licensees and cannabis-adjacent organizations to enhance cannabis access, education, community-building, and overall destigmatization. We really want to play a role in educating the public about this plant to help accelerate the destigmatization of it and become an active member of our community.
What are some ways USQTA has been or plans to connect with the community and industry?
Arana Hankin-Biggers: We have been meeting with dozens of the NY-based cannabis, cannabis-adjacent, and community groups and already in conversations about participating in many of the upcoming events in the city. And, recently, we partnered with Cannabis NYC for an in-store event about poison prevention and gave all customers buying product that day a lock box with information about protecting and safeguarding their cannabis to prevent accidental use by children.
What kind of marketing is USQTA doing to stand out amongst the astronomical gray market?
Jesse Tolz (Director of Marketing): It’s about building connections and continuing to develop community and amplify efforts with New York cannabis. We’ve implemented and continue to build out an omni-channel approach to marketing via paid, owned, earned, and shared channels. What that really means is we’re communicating across the board where it’s relevant to our customers and community. We refine our programs as we implement and evaluate.
Arana Hankin-Biggers: We are working on exciting events, activations, and unique implementations of the tie-in for our travel name and the cannabis community, within the environment of NYC.
Paul Yau: Most impactful is positive word of mouth driven by the customer experience, which has to do with the space, a whole lot to do with our unbelievable team, and ultimately the experience of consuming the cannabis products our customers come to us for.
What are some challenges you face as a legal dispensary regarding marketing and advertising? Do you feel like this is a big barrier when it comes to competing with illicit dispensaries?
Jesse Tolz: In general, we’re not able to use certain messaging, visuals, and restricted placements for our advertising, so we’ve accepted the challenge and are navigating properly. We love the plant, products, and community so we’re here to get the word out one way or another.
There are plenty of restrictions in legal cannabis, especially in the framework New York has put forth compared to what other states have implemented. With the restrictions, we have to be creative in order to generate brand awareness and bring people to our store.
More Content
THE RELATIONSHIP BETWEEN BACKWOODS AND HIP-HOP
TERPENES FOR ANXIETY: 3 TERPS IN CANNABIS WITH STRESS-RELIEVING PROPERTIES
RAPPER WEED: WHICH RAPPERS HAVE CANNABIS PRODUCTS IN THE MARKET? WHO ACTUALLY HAS THE FIRE?
18 COMPANIES THAT DON’T DRUG TEST THEIR EMPLOYEES FOR WEED
7 TIPS FOR MARKETING CANNABIS AND CBD ON TIKTOK AND INSTAGRAM
