Change MakeHERS: Spotlighting Sara Stewart

Why Women in Cannabis Matter

As the cannabis industry continues its rapid expansion, an increasing number of dynamic women are emerging as influential leaders within the field. These women not only shape the trajectory of their businesses but also pave the way for future generations of female leaders. At White Ash Group, we believe in celebrating the triumphs of women in the cannabis sector by highlighting their accomplishments. That's why we initiated the Change MakeHERs series – a collection of interviews and spotlight articles where women who embody strength, integrity, and hard work share their insights and advice on navigating the cannabis landscape.

Sara Stewart, President & Co-Founder,

Ritual Cannabis Hospitality

Discover this month's Change MakeHER highlighting Sara Stewart, a recognized innovator in the cannabis sector and a Forbes-acclaimed pioneer in cannabis consumption lounges, leveraging her extensive background to shape the industry's future.

With a background spanning over 15 years in the restaurant industry, including managing some of the nation's most successful establishments and overseeing door operations for LA's premier events, Stewart brings a wealth of hospitality experience to her endeavors.

Notably, Stewart has played integral roles in launching and managing two of America's inaugural licensed cannabis lounges: Lowell Cafe in West Hollywood with Lowell Farms and Rise Mundelein in Illinois with Green Thumb Industries. Her expertise extends beyond operational prowess; Stewart is a co-founder of the Cannabis Hospitality Coalition and has contributed firsthand insights into regulatory frameworks in key markets like Nevada and Illinois.

Armed with a BA in marketing, Stewart is deeply committed to advancing the hospitality sector within the cannabis community. Her dedication and innovative approach make her a formidable force in shaping the future of cannabis consumption experiences.

About Ritual Cannabis Hospitality

Ritual emerges as a leading full-service consumption lounge operations and business development firm within the cannabis industry. Their primary goal is to assist license holders in establishing lucrative consumption establishments while integrating hospitality-centric concepts.

Benefiting from involvement in the inception of two of the nation's premier cannabis consumption lounges and drawing from over 30 years of experience in the hospitality sector, Ritual is dedicated to cultivating memorable experiences. These experiences seamlessly merge facets of cannabis sales, consumption, and hygiene practices with elements of dining, hospitality, and entertainment.

Direct Advice For Women In Cannabis

Q: Ritual Cannabis Hospitality has gained significant attention for its innovative approach to cannabis experiences. Can you share the inspiration behind founding the company and the journey to where it is today?

I have been working in hospitality since I was 15 and it’s deeply engraved into who I am. As a heavy cannabis user, I always dreamed of the day that I would consume cannabis in normalized hospitality settings (legally). I'd like to think that I manifested that thought because I was fortunate enough to be given a management position at America's first cannabis cafe in West Hollywood, where I learned firsthand how cannabis and hospitality merge compliantly. I wanted to make sure other license holders didn't make the same mistakes that we did being first to market, and I was (and still am) deeply passionate about finding solutions to all of those challenges.

Q: As a leader in cannabis hospitality, what unique challenges have you faced, and how have you navigated them to establish Ritual Cannabis Hospitality as a trailblazer in the industry?

Unfortunately, almost everything is a challenge in the cannabis hospitality space today. This sector of the industry is still in its infancy and is often overlooked. Some of the biggest hurdles currently include a lack of understanding around cannabis lounges from the industry, cohesive technologies, regulators not understanding the policies they're adopting, health department interference, license holders not understanding how to monetize their new license types, lack of funding from investors, and an overall scarcity of single-serving products that are essential in on-premise venues.

The hospitality industry has dozens of rules and regulations as is, so merging these two challenging and competitive industries is no easy feat. We hope that by working alongside license holders to help them navigate this journey will bring forth more "proofs of concept" that are essential for this sector to grow.

Q: Collaboration often fuels innovation. How do you cultivate partnerships within the cannabis industry and beyond to enhance Ritual Cannabis Hospitality's offerings?

I am proud to say that I have helped found the Cannabis Hospitality Coalition with an amazing group of likeminded individuals back in December of 2023. While we are still working to develop out the program and open up memberships, our focus is in 3 areas: government affairs and policy reform, providing resources to license holders, and serving as a cohesive hub for the cannabis hospitality industry. We know that we can grow this sector better and stronger together and so far the interest has been great.

We've also been able to speak with the cannabis commissioner of Massachusetts and a few city officials in California and they are very receptive to working with the coalition to create sensible regulations that give license holders a better chance of success. Once regulations loosen, this will allow us to take on more clients with Ritual and build out projects we feel good about. Usually, regulations are our biggest hurdle. Ritual aside, I'm proud of the work we are doing for the industry with the Cannabis Hospitality Coalition and I hope it helps out everyone in some way.

Q: What advice would you give to aspiring entrepreneurs, particularly women, looking to enter the cannabis hospitality space?

I would encourage all women to consider cannabis hospitality, however, don't put all of your eggs into this basket just yet. The cannabis industry is just getting on its feet and cannabis hospitality still has years to go. Any entrepreneurs who have experience in restaurants and traditional hospitality are going to do particularly well here and will help enrich the culture of cannabis.

Q: Looking ahead, what do you envision for the future of women in the cannabis industry, and what steps do you believe are necessary to ensure greater gender equality and inclusivity?

I love reminding people that "the flower is female" however, I don't often find myself aligning with "cannabis culture" as it exists today, mainly in places like California and Colorado. I envision a future where women are stepping into positions of power to start showcasing a sense of normalization and approachability that is only being barely touched on today. Women are trendsetters in society, and when we finally have the power to push cannabis into the mainstream, I believe that's when the masses will finally normalize the plant. I believe state regulators should ensure licenses are given to women alongside minorities, and that federal legalization is imperative to holding companies even more accountable for unjust practices and working conditions for women. 

Q: To share the spotlight with other female leaders in the cannabis space, who would you nominate for our next Change MakeHER feature?

I would nominate Dani Baranowski because she is not only a positive force with amazing energy, Dani is doing incredible work in Nevada and championing many issues within the state as the leader of the Chamber of Cannabis. She is working hard to bring positive changes to the business of Nevada and a brilliant women who deserves to be honored for her hard work and dedication.