From Moratorium to Magnolia Ave: Riverside's First Dispensary Opens Its Doors

"The energy and community pride told us everything we needed to know about Riverside's excitement for this," Lauren Carpenter, Embarc's founder and CEO, told the Gazette.

It's been nearly a decade since California voters approved cannabis legalization. But Riverside took longer, working through years of moratoriums, competing proposals and City Council votes before the first dispensary could open its doors.

Embarc opened in March on Magnolia Avenue. The city initially imposed a moratorium on commercial cannabis operations before voting 5-2 in February 2023 to allow retail sales, though implementation was delayed by ongoing disputes over location restrictions and permit allocation.

The original cannabis program allowed for up to 14 dispensaries citywide, but the City Council voted 4-1 in July 2025 to limit dispensaries to one per ward.

"The voters of Riverside spoke and overwhelmingly said they wanted cannabis dispensaries and this can has been kicked for years," Councilmember Sean Mill, who represents Ward 5, said at the July meeting.

"It was certainly a thorough and time-intensive process," Carpenter said. "The city released their RFP in November 2023 and our application was submitted in December 2023."

The city reviewed a competitive pool of applications, and Embarc tied with STIIIZY, with both dispensaries ultimately moving forward.

Carpenter acknowledged hiccups during the application process but said the company stayed focused on building community trust.

"There were multiple points where a future in Riverside felt uncertain – which makes us even more grateful to be operating locally today," she said.

Embarc emphasizes customer education, with staff trained to guide customers through product choices, Carpenter said. The company conducted a local listening tour before submitting its application, meeting with residents to address concerns about cannabis in the community.

Carpenter said creating space for conversations about cannabis stigma has been central to the company's outreach.

Members of the Embarc team worked on Proposition 64 to legalize adult-use cannabis. "So now, to be opening a store in such a pivotal community is a full-circle moment," Carpenter said.

"We're community first always," Carpenter said. "That means making our stores approachable and welcoming, while also striving to be a genuine keystone that positively contributes to the neighborhood."

Embarc plans to open a second Riverside location on University Avenue.

More information: Embarc Riverside is located at 10921 Magnolia Ave. Visit goembarc.com for hours and additional locations.

By Marissa Perez