The San Benito Blueprint

Before You Begin

• Cannabis Regulatory Permit: A Cannabis Regulatory Permit is the city’s authorization for a cannabis business to operate within Hollister. Permit holders must comply with local and state regulations covering areas such as security, inventory tracking, taxation, odor control, and licensing.
• Conditional Use Permit: A Conditional Use Permit (CUP) is a land use approval that allows certain businesses or activities to operate in a specific location, provided they meet conditions established by the city. These conditions are intended to ensure the use is compatible with surrounding properties and complies with local regulations.

Background

On June 15, 2026, the Hollister City Council unanimously approved a two-year renewal of the cannabis regulatory permit for Monterey Bay Alternative Medicine Hollister, Inc., along with a concurrent Conditional Use Permit. The approvals represent a significant milestone for a cannabis dispensary planned at 1785 San Felipe Road. If opened, the business would become Hollister’s second licensed cannabis dispensary.

The company has confirmed to The San Benito Blueprint that the dispensary intends to operate under the Hook Outlet brand once open.

About The Hook Outlet

The Hook Outlet is a locally owned cannabis retailer based in Santa Cruz County. Founded in 2020, the company currently operates dispensaries in Capitola, Watsonville, and Santa Cruz.

According to the company’s website, The Hook Outlet describes itself as California’s first cannabis outlet concept and focuses on providing affordable cannabis products while supporting local brands.

While the Hollister permit is held by Monterey Bay Alternative Medicine, Hollister, Inc., company representative Bryce Berryessa confirmed to The San Benito Blueprint that the future Hollister dispensary will operate under The Hook Outlet brand through a filed DBA (Doing Business As).

If opened, the location would become the company’s first dispensary outside of Santa Cruz County.

What Happened Monday Night

The City Council considered a resolution approving a two-year renewal of Monterey Bay Alternative Medicine’s cannabis regulatory permit, concurrent approval of a Conditional Use Permit, and a waiver of renewal fees.

According to the staff report, cannabis permits in Hollister are typically renewed annually. However, staff recommended a one-time two-year renewal in this case due to unique circumstances surrounding the project.

The resolution was approved unanimously by the City Council. In addition to extending the permit term, the council approved a waiver of the permit renewal and technology fees, which would have totaled $7,636. Cannabis business taxes, state licensing requirements, inspections, and other operational obligations remain in effect despite the fee waiver.

A Project Stuck In Limbo

While the June 15 vote may appear to be a routine permit renewal, city documents reveal the project’s path to approval was anything but routine.

During a review of the project’s history, city staff determined that the Conditional Use Permit process was not advanced concurrently with the cannabis regulatory permit process at the time of the project’s original authorization.

As a result, the Conditional Use Permit was brought forward alongside the permit renewal to bring the project into alignment with current regulatory requirements.

Company representative Bryce Berryessa also acknowledged the lengthy process.

“The road to approval has been long and challenging; however, since the new City Manager Ana Cortez was hired, the city’s communication and support have improved significantly,” Berryessa told The San Benito Blueprint. “We have seen more cooperation and progress with city staff in the last three months than in the previous two years. We appreciate the city council’s continued support and look forward to opening our doors as soon as possible.”

Staff cited the administrative circumstances surrounding the project when recommending both the two-year renewal term and waiver of permit fees, recommendations ultimately approved by the City Council.

What’s Next?

Although the June 15 vote represents a major milestone, the dispensary is not yet ready to open. According to Berryessa, the company still has several hurdles to clear before operations can begin. The company has not announced a target opening date but indicated it expects to provide a firmer timeline in the future.

For now, the approval of the cannabis regulatory permit renewal and Conditional Use Permit removes a significant obstacle that had delayed the project for years and allows the company to continue moving toward opening Hollister’s second cannabis dispensary.