Marijuana Business Magazine July 2019

Marijuana Business Magazine | July 2019 130 Supporting Local Nonprofits Conine stresses that, rather than viewing civic engagement as a busi- ness strategy, Om, itself a nonprofit, sees giving back as way to contribute to the local community. She acknowledges, however, that such outreach generates revenue. For example, Om’s community partici- pation and other activities boost its patient base, a roster that’s grown to 19,000 since the dispensary’s launch nine years ago. Om’s intention “isn’t to get more people to come to our business because we tout philanthropic efforts,” Conine said. Rather, “it’s a big piece in dismantling the stigma, (and) definitely we’ve seen over the years that people are more loyal to us, and they feel good about contributing to a business that gives back to the community.” Om’s patients, for example, via their tips and voluntary $1 mem- bership fees, recently enabled the company to make a sizable donation to the local food bank—a move that earned Om the food bank’s Bread Winner award. The designation places the 12-employee dispensary alongside other major sponsors, such as telecom giant Verizon, grocery retailer Kroger and Domino’s Pizza. Om also sponsors Michigan’s Prison Creative Arts Project, a program that brings art workshops to inmates incarcerated on drug- related charges, and Open Heart Magic, an organization that sends volunteer magicians to entertain hospitalized children. “The primary goal is to give back and really amplify the missions of nonprofits that are around us. We wanted to work collaboratively and support other groups that are doing really impactful work,” Conine said. “Of course, when you’re sponsoring things, that’s also a marketing opportunity. We have our logos on their websites, on the flyers, the events that they do. Our logo is also on the side of (the local food bank’s) distribution trucks, (which) … are on the road 365 days a year.” Such visibility contrasts starkly with the days when, because of the stigma associated with cannabis use, Om kept a low profile up on the third floor. “Patients wanted it to be hidden, because a lot of people didn’t want anyone to see them entering a dispensary,” Conine said. But today, “we even have a sandwich board out on the sidewalk.” Business Strategies | Retail Lisa Conine is The Om of Medicine’s outreach coordinator. Photo by Ana Gomulka Lobbying for Legislation The Om of Medicine’s civic engagements extend into the halls of the Michigan Legislature and the U.S. Congress. Lobbying for change at the local, state and federal levels is key to the Ann Arbor, Michigan, dispensary’s efforts to win public acceptance of cannabis and lessen legal, financial and other challenges facing marijuana industry professionals and patients. The hurdles cannabis businesses face regarding banking, for instance, “makes it extremely difficult for everything from payroll, to inventory, to paying our basic bills, even to getting the money to charities that we donate to,” said Lisa Conine, Om’s community outreach coordinator, adding that the dispensary has gone through 10 banks in nine years. Om lobbies on the tax front, too. Conine noted that cannabis is unlike any other industry in the country, given that the plant is illegal under federal law. “(We’re) not able to write off standard business expenses,” she added. Om also is working at the city and state levels to legalize social- use facilities that would provide public areas for consumers to use cannabis. If such legislation passed, Conine said, it would increase public access and mean that Om’s patients could legally imbibe in the dispensary’s own lounge. – Celene Adams The Om of Medicine has 19,000 member patients. Courtesy Photo