How can a cannabis company gain community support to reimagine a beloved landmark?
They saved an historic 1920’s theater from the wrecking ball, but now this cannabis vertical must show local decision-makers the vision for their proposed multi-use location.
Ivy Hill Cannabis
How can a cannabis company gain community support to reimagine a beloved landmark?
They saved an historic 1920’s theater from the wrecking ball, but now this cannabis vertical must show local decision-makers the vision for their proposed multi-use location.
Ivy Hill

Who They Are:

Robust Vertical
Their enterprise spanned from seed to sale, with a family of brands that included a large urban cultivation site, product brands in flower and extracts, and a brand of retail locations.
Highly Rated
Each of their retail locations had a reputation for high ratings and boasted rave reviews from loyal customers. Their product brands also had high ratings for their mid-range flower line, mid-range RSO, and top-tier concentrates.
Home Grown
While many cannabis companies set up shop in San Francisco, Ivy Hill’s family of brands and cultivation were all proudly located in and around Oakland. With humble roots, they looked to serve high quality without high price tags.
Who They Are:

Robust Vertical
Their enterprise spanned from seed to sale, with a family of brands that included a large urban cultivation site, product brands in flower and extracts, and a brand of retail locations.
Highly Rated
Each of their retail locations had a reputation for high ratings and boasted rave reviews from loyal customers. Their product brands also had high ratings for their mid-range flower line, mid-range RSO, and top-tier concentrates.
Home Grown
While many cannabis companies set up shop in San Francisco, Ivy Hill’s family of brands and cultivation were all proudly located in and around Oakland. With humble roots, they looked to serve high quality without high price tags.
the situation:

Creating a Flagship Location
Though they already had a handful of dispensary locations, this special location would be set as the main flagship that leads the rebranding of their existing shops.
Renovating a Local Landmark
After sitting empty for a decade, they swooped in to save a 1920’s theater in the Ivy Hill neighborhood of Oakland. Then came the process of renovating with care while bringing the building up to code for cannabis.


Envisioning a Cultural Hub
They had sights to turn other spaces of the property into a consumption lounge, rentable spaces to host community gatherings, plus a venue space to host movie nights, live music, art exhibits, and more.
the situation:

Creating a Flagship Location
Though they already had a handful of dispensary locations, this special location would be set as the main flagship that leads the rebranding of their existing shops.
Renovating a Local Landmark
After sitting empty for a decade, they swooped in to save a 1920’s theater in the Ivy Hill neighborhood of Oakland. Then came the process of renovating with care while bringing the building up to code for cannabis.


Envisioning a Cultural Hub
They had sights to turn other spaces of the property into a consumption lounge, rentable spaces to host community gatherings, plus a venue space to host movie nights, live music, art exhibits, and more.
the challenges:
Red Tape
Even as an established business, there were many hoops for earning a provisional license.
STRATEGY
Earning Approval
There were many people who they needed to impress from officials to community leaders.
STRATEGY
Untested Idea
With only a few consumption lounges at the time, proven success examples were scarce.
STRATEGY
Name Battle
While the building was always known as 'the Parkway', a cinema chain with the same name took issue.
NAMING
Existing Brand
Their existing retail dispensaries were under a different name with very basic branding.
BRANDING
Local Respect
The Ivy Hill brand needed to be a real part of the community and not add to growing gentrification.
BRANDING
the aftermath:
Growing Pains
Lack of a blueprint made the brand unclear when planning a marketing push and new location design.
operations

“The Parkway Theatre in Oakland is over 100 years old, but has sat empty for the last decade - so we’re giving it new life by converting it into a new, independent cannabis dispensary. Can you create a brand for us that will help us build community support and tell our unique story?”
Ivy Hill Team
the New Opportunities:


Drastic Growth
They grew rapidly in popularity, production, and staff size.
Drastic Growth
They grew rapidly in popularity, production, and staff size.
the challenges:
Red Tape
Even as an established business, there were many hoops for earning a provisional license.
STRATEGY
Earning Approval
There were many people who they needed to impress from officials to community leaders.
STRATEGY
Untested Idea
With only a few consumption lounges at the time, proven success examples were scarce.
STRATEGY
Name Battle
While the building was always known as 'the Parkway', a cinema chain with the same name took issue.
NAMING
Existing Brand
Their existing retail dispensaries were under a different name with very basic branding.
BRANDING
Local Respect
The Ivy Hill brand needed to be a real part of the community and not add to growing gentrification.