Toronto-area Dead Heads and cannabis connoisseurs alike have a new destination to visit with the opening of a marijuana dispensary inspired by the seminal rock band the Grateful Dead. Founded by former securities lawyer David Ellison, the new retail store Scarlet Fire Cannabis Co. invites fans to experience the band’s magic while interacting with a team of trained cannabis experts.
“At Scarlet Fire, we wanted to create a customer engagement so different from what they are used to,” Ellison said in a press release earlier this month. “We start our customers on a journey and educate them. We’ve created a place where cannabis, music, magic and psychedelia merge.”
Ellison’s love for the Grateful Dead took a new turn when he attended one of the band’s shows for the first time at the age of 17. Reminiscing about the experience, Ellison said that he “tumbled down a rabbit hole big time that day.”
“I’m happy that I never found my way out. In fact, I’m still tumbling. There are two types of people in the world: those who collect things to put on their shelves and those who collect experiences,” Ellison said. “I consider myself part of the latter group.