NETA Brookline Fuses Historic Architecture with Modern Style


The founders of NETA Brookline sought to make a splash in Boston—and they did. The dispensary is housed in the renovated former Brookline Savings Bank constructing developed by the Swiss-American architect Franz Joseph Untersee, most effective identified for his ornate Roman Catholic churches, and constructed by James Driscoll &amp Sons in 1922. The comely Beaux-Arts constructing is listed on the National Register of Historic Locations.


NETA kept most of the iconic attributes: a significant dome with
teal accent paint about the skylights, arched windows with mahogany frames,
chandeliers, and a balcony overlooking the polished stone floor. 


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“The Bank,” as the employees likes to contact the shop, is not only
a jewel of Boston history but also 1 of the most exclusive retail cannabis
spaces in the nation. “Believe it or not, the constructing was somewhat excellent to
residence a dispensary” even prior to remodeling, according to Director of Compliance
Amanda Rositano. The edifice is positioned in a selection urban spot with lots of
foot targeted traffic methods away from public transportation, trendy shops, restaurants
and minutes from Fenway Park. The constructing also has a parking lot—a rarity in
Brookline Village—which eases access for older sufferers. And “from a safety
standpoint, an old bank is an perfect spot to residence cannabis,” Rositano mentioned.


Opening a dispensary in any place is a challenge, but
finding NETA licensed and operating was no effortless feat. For the reason that of the building’s
documented historical status, NETA had to make certain the project not only gained
approval from neighborhood residents, but also met all recommendations of the town’s
Historic Preservation Division. The 3-year procedure necessary about forty
meetings with neighborhood officials. “We went by way of the licensing procedure twice in
Brookline—once for healthcare, as soon as for adult use—and there had been parallel
licensing processes at the state level,” Rositano mentioned. “Our strategy has been,
and continues to be, to function collaboratively with our neighbors and neighborhood host



The dispensary’s design and style strikes a delicate balance involving
the venerable bank’s grandeur and a functional, friendly, and accommodating
retail space. The Beaux-Arts style emphasized classical Greek and Roman types
and attributes, enormous spaces, and heavy masonry. Hallmarks consist of elaborately
decorated surfaces, soaring ornate ceilings, lofty windows, polished cement
floors, and sturdy woodwork. All these elements—including the bank’s grand
vault—were preserved and accessorized with strategically placed glass show
situations, flat-screen TVs, and black leather couches.

“The 1st issue we want individuals to really feel when they stroll into
our shops is comfy and excited about the prospects of cannabis,” mentioned
Rositano. To that finish, NETA installed complete-service stations exactly where budtenders
introduce the dispensary’s solution inventory and answer concerns. Prospects
get an old-college printed menu they can maintain.



NETA opened for healthcare use in 2016 and received a
recreational license in March 2019. Employees, officials, and neighbors spent
months preparing for the hundreds—even thousands—of individuals they anticipated on rec
launch, anticipating potentially clogged sidewalks, packed intersections, and
parking shortages. Dispensary personnel handed out meals and drinks to consumers
waiting in line. The final visitor tally shocked even NETA executives: two,500
consumers. The quantity encouraged the dispensary to proceed with testing a
“reserve ahead” plan that makes it possible for individuals to peruse merchandise and spot orders
on the shop’s internet site. The method worked devoid of a hiccup.

Even though consumers appreciate the historical preservation of
the space, smooth functionality keeps them coming back, according to Rositano.
“We wanted to make positive individuals had sufficient space whilst maximizing the quantity of
stations we could have open to serve sufferers and consumers,” she mentioned.
Accordingly, the shop gives separate spaces for healthcare sufferers and adult-use
consumers, permitting swift checkout even when the shop is buzzing. “Our sufferers
hardly wait in line inside and in no way wait in lines outdoors,” Rositano mentioned. “In
constructing out the space for the introduction of adult-use sales, our principal
concern was how to lessen effect on our healthcare sufferers.”


Getting a vertically integrated, seed-to-sale company, the
NETA group has constructed a globe-class, 100,000-square-foot indoor facility in
Franklin, Massachusetts, to residence cultivation, extraction, and infusion
operations. The enterprise gives a portfolio of far more than 250 SKUs covering a
wide variety of cannabis merchandise and a significant range of strains. “We like that
we handle the high-quality and integrity of our merchandise and our brands,” mentioned

The challenging function and organizing paid off. With the Commonwealth of Massachusetts becoming 1 of the quickest expanding adult-use cannabis markets in the U.S., NETA was a prime target for acquisition. In June, Atlanta-primarily based Surterra Wellness purchased the chain. The deal set the stage for future development.

“NETA will continue to give sufferers and consumers with
the higher-high-quality brands and extraordinary service they have come to count on,”
mentioned Kevin Fisher, co-founder of the dispensary chain. “Together, we can create
upon what NETA has currently achieved in methods that bring superior merchandise
and solutions to our present and future sufferers and consumers.”   


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