WHATELY — Years after two special permits were issued to operate marijuana dispensaries at the former Sugarloaf Shoppes, Happy Feelings opened its doors to the public last week.

The store held a soft opening on Aug. 24 and is welcoming customers to the region’s newest dispensary. Located at the intersection of Routes 5, 10 and 116 at 424 State Road, the dispensary’s management is hanging its hat on the store’s location, including proximity to Interstate 91’s Exit 35 and numerous tourist attractions, like Yankee Candle and Tree House Brewing Co.

“I think our location is really great; it’s the midway point between Northampton and Greenfield,” said general manager Jessica Bundy. “That will definitely bring a whole new customer base.”

Happy Feelings is open from 8:30 a.m. to 9 p.m. Monday through Saturday and from noon to 5 p.m. on Sundays. Bundy said the store offers a wide variety of cannabis products, including pre-rolls, edibles, tinctures and an assortment of accessories.

With the cannabis market in the Pioneer Valley and around the state becoming increasingly saturated, Bundy said Happy Feelings’ goal is to use low prices to draw people into the store as they pass through Deerfield and Whately on either the state routes or Interstate 91. Plus, Bundy said they hope to turn customers’ trips into a sort of educational experience.

“We’re going to be looking at competitive prices,” Bundy said, adding that their “budtenders are really knowledgeable” and can answer any questions customers may have. The store also has some additional space that may be used to host future events.

While it operates as Happy Feelings now, Bundy said people should expect the store to rebrand in the future, as the company partners with Cheech & Chong Cannabis Co., which is founded by the famous duo.

Additionally, two sister dispensaries are expected to open under the Cheech & Chong brand on Davis and King streets in Greenfield and Northampton, respectively, this fall. The stores, according to attorney Phil Silverman at a May Zoning Board of Appeals meeting, will operate as separate entities, with each branch carrying different products.

The opening of Happy Feelings marks the end of a long path that began in 2019, when the town granted ToroVerde a special permit to operate a dispensary in the red portion of the building. Over the years, work was done inside the building and ToroVerde’s host community agreement with Whately was extended twice — at the beginning and end of 2022 — before the company revealed it was seeking a third-party sale.

In February of this year, ToroVerde was sold to Nectarize and its owner Pathik “PJ” Patel. At meetings in February and May, the company announced it was hoping to open by the end of the summer.

Alongside Happy Feelings, Debilitating Medical Condition Treatment Centers (DMCTC) has a special permit to operate out of the gray portion of the Sugarloaf Shoppes. That store could potentially open by the end of the year.

Chris Larabee can be reached at clarabee@recorder.com or 413-930-4081.

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