RNR

RNR operates one of New York’s earliest legal cannabis consumption lounges, combining retail, hospitality, and community programming in a newly regulated environment. The opportunity was to transform the lounge from a novelty destination into a repeatable revenue engine while strengthening its connection to the affiliated dispensary.

Unlike one-off activations, RNR required a sustained events strategy that could drive consistent attendance, monetize experiences, and encourage ongoing customer loyalty.

PHASE ONE

Challenge

  • Creating predictable, recurring revenue beyond standard retail transactions
  • Programming events that encouraged repeat attendance rather than single visits
  • Monetizing the lounge experience without compromising community culture
  • Converting event traffic into additional dispensary orders
  • Managing a high volume of events while maintaining quality and brand consistency
PHASE TWO

Strategy

The HLP DSK implemented a recurring live events model designed to generate monthly revenue while reinforcing community and retention.

Key strategic priorities included:

1. Treating events as a core revenue channel, not a marketing expense
2. Developing repeatable event formats that could scale week over week
3. Integrating ticketing and merch sales into each activation
4. Aligning event programming with dispensary purchasing behavior

Execution

Event Programming & Management

  • Managed and produced 30+ live events and activations
  • Curated diverse programming to appeal to different audience segments
  • Maintained operational consistency across events while evolving formats

 

Ticketing & Merchandising

  • Structured ticketed experiences to monetize attendance
  • Designed and sold branded merchandise tied to events and community identity
  • Used merch as both a revenue driver and retention tool

 

Community & Retention Focus

  • Built recurring event schedules that encouraged habitual attendance
  • Strengthened community identity around the lounge
  • Reinforced loyalty through consistent programming and engagement

 

Dispensary Integration

  • Aligned events with dispensary offerings to drive additional orders
  • Used lounge traffic to introduce customers to new products
  • Supported sell-through through event-driven discovery

Results

  • Generated $20,000+ per month in combined ticket and merchandise revenue
  • Produced and managed 30+ successful events and activations
  • Increased repeat attendance and customer retention
  • Drove incremental dispensary orders tied directly to event traffic
  • Established a scalable event framework for ongoing growth

Key Takeaways

  • Live events can function as predictable revenue streams when systematized
  • Consistency in programming builds loyalty and repeat attendance
  • Merchandise reinforces both revenue and brand identity
  • Events perform best when integrated directly with retail operations

The HLP DSK helped RNR transform live events into a sustainable monthly revenue channel, strengthening community engagement while driving measurable financial impact across both the lounge and dispensary.