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The opinions expressed in “Your Voices” columns are those exclusively of the author, and are not necessarily reflective of the views of Rockland County Business Journal. RCBJ offers “Your Voices” to allow readers to express their opinions of recent events affecting the county and/or local communities. We welcome opposing viewpoints from impacted entities.
Our Customer Experience Feels More Like A Destination Than A Transaction
By Donny Moskovic
For more than 30 years, I’ve built my career in retail real estate, helping businesses identify the right locations, negotiate deals, and create environments where companies can thrive. Long before cannabis became legal in New York, I understood one simple truth: location matters, but people matter even more.
That philosophy has guided every chapter of my career.
In 2016, while much of the industry was still in its infancy, I entered New York’s medical cannabis market, working alongside Valley Agriceuticals to help secure one of the state’s original medical cannabis licenses & locations. It was an opportunity to be part of an entirely new industry, one that would eventually transform into today’s adult-use marketplace.
When Valley Agriceuticals was later acquired by Cresco Labs, one of the nation’s largest cannabis companies, I remained deeply involved in the industry, advising operators, assisting brands, and helping businesses navigate one of the most heavily regulated retail sectors in the country.
Today, I am the co-founder of Rockland Cannabis Dispensary in Airmont, New York, a business built on a vision that extends far beyond simply selling cannabis.
Our goal was never to build just another dispensary. We wanted to create a place where people feel comfortable, educated, and genuinely welcomed every single time they walk through our doors.
That commitment to customer experience is evident in every aspect of our business. From an inviting showroom and knowledgeable staff to personalized recommendations and educational resources, our focus has always been on creating lasting relationships rather than simply completing transactions.
One of the things I’m most proud of is the consistency of our team. Since opening, we’ve retained the same employees from day one, something that is increasingly rare in retail today. Our customers regularly tell us how much they enjoy walking in and seeing the same familiar faces every time they visit. That consistency creates trust, comfort, and personal relationships that have become a defining part of who we are.
That same long-term mindset extends to customer loyalty. Rather than offering occasional promotions, we made a significant investment in creating a rewards program that truly benefits our customers. I genuinely believe Rockland Cannabis Dispensary has, hands down, the strongest loyalty program in New York, rewarding repeat customers in a way that is simple, generous, and genuinely valuable.
I also believe education is one of our industry’s greatest responsibilities. Rather than overwhelming customers with products, our team focuses on understanding each individual’s needs and helping them make informed decisions. Whether someone is visiting for wellness, relaxation, sleep, or simply curiosity, we strive to make every experience informative, approachable, and completely pressure-free.
My decades in commercial real estate continue to influence every decision I make. Understanding demographics, consumer behavior, retail traffic, and customer flow has allowed me to create an experience that feels less like a transaction and more like a destination.
As New York’s cannabis market continues to evolve, I remain optimistic about its future while recognizing the challenges that come with building a sustainable business in an increasingly competitive environment.
We’re not chasing short-term success. We’re building something that will still be here years from now because we’ve invested in our people, our customers, and our community.
For me, success has never been measured solely by sales. It’s measured by the trust of our customers, the loyalty of our employees, and the lasting relationships we’ve built throughout the community. After more than three decades in business, those principles remain unchanged, and they continue to drive the next chapter of my journey.
Donny Moskovic is a principal at Rockland Cannabis Dispensary
