Cannabis Flower Meets the Feminine Power at Herbal Woodstock

HERbal Woodstock is redefining the modern cannabis experience in a town famous for its counterculture spirit. This 100% women-owned and meticulously curated sanctuary co-founded by Melissa Gibson and Courtney Beaupre honors Woodstock’s legendary past while advancing a sophisticated, sustainable future for the cannabis movement.

More than just a dispensary, HERbal Woodstock is a warm, community-centered destination that champions the “Mother-Owned” business model and reclaims the narrative around the female cannabis plant. The founders have transformed the retail space into an inviting atmosphere grounded in local values. The interior features eco-friendly hemp wood architecture and a revolutionary shopping layout organized by “mood” rather than by brand. This intentional design levels the playing field for small New York cultivators and ensures a welcoming experience for both seasoned cannabis connoisseurs and curious, budding (pun intended) newcomers.

In our exclusive interview below, Melissa and Courtney delve into the grit of their multi-year journey to licensure, their commitment to regenerative farming, and how they are deeply weaving their business into Woodstock’s vibrant artistic fabric.

INSIDE+OUT: Congratulations on the opening of HERbal Woodstock (emphasis on HER)! This seems fitting given Woodstock’s entrenched history with cannabis. Tell us about the space and the significance of owning a cannabis dispensary in Woodstock, NY.

Melissa Gibson: Thank you! Yes, emphasis on HER. We played with pronunciation since we are 100% women-owned (or as we say, Mother-Owned), and the flowering cannabis plant is also female. Woodstock has an entrenched, undeniable history with cannabis. It’s been part of the culture here for generations — from the music and art scene to the spirit of freedom, wellness, and creativity that defines this town. So establishing a licensed, woman‑owned dispensary right in the heart of Woodstock feels like we’re carrying that legacy forward in a responsible, community‑rooted way.

One of our core missions is to de-stigmatize the plant, and that includes normalizing the fact that we are just one among many independently owned retail businesses that help anchor the community. Being able to contribute to that local ecosystem in an industry that’s still finding its footing while consumers get used to legal cannabis is challenging and incredibly meaningful.

HERbal Woodstock is all about local, educational, and community‑driven cannabis. We champion New York’s small cultivators and micro-businesses, prioritize the customer experience, and have built a space that feels welcoming, warm, easy to navigate, and authentically Woodstock.

What was the inspiration for the design of the dispensary and vision for the customer shopping experience?

Melissa Gibson: One of the most unique and defining aspects of HERbal Woodstock is how our dispensary space is designed. Our goal wasn’t to be flashy — it was to be thoughtful and to feel at home and familiar in Woodstock.  We wanted a space that feels warm, intuitive, and easy to navigate, because the best shopping experience is one where customers immediately feel comfortable and can quickly understand what’s right for them.

Instead of organizing products by brand, we organize them by how you want to feel and how you prefer to consume. That approach makes the experience more natural for customers, especially those who may be newer to cannabis. It removes the guesswork. You don’t have to know every brand on the market — you just need to know what you’re looking for in your body or your day.

Visually, everything is calm and intentional — the colors, the shelving, the product placement. It’s not overwhelming, so you can focus on the items that matter to you without all the extra noise. And by organizing by mood rather than brand, smaller New York growers get just as much visibility as the big names. It creates a fairer, more intuitive shopping experience for everyone.

How would you describe the business impact on the surrounding community?

Courtney Beaupre: We truly fit right in. Woodstock has long been an iconic town rooted in arts, music, and creative expression—where cannabis has historically played a role in many creative processes. As a locally owned small business, we intentionally designed our space to feel warm, accessible, and consistent with the character of the surrounding shops and galleries. Our goal is to attract new visitors who may initially come for cannabis but then stay to shop, dine, and experience everything Woodstock has to offer. We actively support the local economy by collaborating with neighboring businesses on cross-promotional events, maintaining open and respectful relationships with our neighbors, and contributing positively to the town’s vibrant cultural and commercial ecosystem.

We imagine your path to opening Herbal Woodstock involved many steps, education, and patience. Share more about your journey.

Melissa Gibson:
The path to opening Herbal Woodstock was anything but straightforward. It was full of ups and downs, unexpected hurdles, and moments that required us to dig deep and become extremely resourceful. The uncertainty was the most difficult part. It felt like laying a foundation on land that was still settling. The rules and regulations were forming as we were building, so we had to trust our vision, stay nimble, and keep moving forward even when the future wasn’t clear.

To put the timeline in perspective, we applied for the license in October of 2023, were granted the license in June of 2024, and were finally able to open in April of 2025. For years, we had to pivot, get creative, and find solutions to challenges we never could have anticipated. We called upon every ounce of patience and resilience we could muster.

What kept us going was our passion for the plant and our commitment to what cannabis can represent when it’s approached with intention. We wanted to help de-stigmatize it, make it accessible, and offer it in a way that truly reflects our town and our natural Catskill and Hudson Valley surroundings. That desire is what carried us through every obstacle. Looking back, we feel the challenges helped to shape who we are and how we show up for our customers and community.

We know sustainability is very important to you both. Tell us more about your product, practices, and footprint. What is unique about the process?

Courtney Beaupre: Yes, sustainability is incredibly important to both Melissa and me. We were very intentional during our buildout, incorporating hemp wood for our shelving, select flooring, and counters. While we had to balance sustainability with affordability—Melissa would have happily built the entire space with hemp—we prioritized materials that aligned with our values. For those unfamiliar, hemp is a highly sustainable building material: it grows quickly, requires minimal resources, and absorbs significant amounts of carbon dioxide during cultivation.

We also maintain a small retail footprint, which allows us to operate using fewer energy resources overall. Beyond our space, we are committed to supporting small growers who practice thoughtful, sustainable farming methods, including regenerative farming—an approach that increases biodiversity and soil health through cover cropping, minimal tillage, composting, and managed grazing to rebuild ecosystems and capture carbon in the soil.

What are your individual roles in the business? How do you collaborate?

Melissa Gibson: My title is CEO and co‑owner, but in a small, independent business like ours, you have to wear many hats. I’m also the CMO, the lead on‑site manager, and the head buyer. I oversee the brand, the customer experience, the staff, and community relations. It’s a lot, but it allows me to stay closely connected to every part of the business. I am leaning heavily on my 30+ years in marketing and my deep experience in brand consulting and small business development.

Courtney and I have an incredible, complementary partnership. I’m very customer and community‑facing — I love being on the floor, connecting with people, shaping the brand, and managing the day‑to‑day. Courtney is more behind‑the‑scenes, and her strengths shine in the operational, financial, and compliance aspects of the business. Our backgrounds and skill sets balance each other in the best way, and where there is overlap, we are able to find common ground.

We’re true partners, sharing the same vision and naturally aligning personally and professionally. We tackle the big‑picture decisions together, and our relationship is really the foundation of HERbal Woodstock. We trust each other completely, and most importantly, we have fun – we are always making each other laugh. I’m so grateful and blessed to be on this journey with Courtney.

Courtney Beaupre: Honestly, I couldn’t have asked for a better partner—not only because we genuinely have so much fun working together, but because our skill sets complement each other so well. Melissa brings a strong background in marketing, community education, and public speaking. She’s a natural extrovert who helps put Herbal Woodstock in the spotlight and builds meaningful connections within the community. I’m more of an introvert and focus on the operational backbone of the business, including finances, accounting, SOPs (Standard Operating Procedures,) compliance, and reporting. We communicate daily, sharing updates big and small, which keeps us both informed and deeply involved in every aspect of the business. Our close working relationship has been essential to our success.

In our digital everything age, you chose an analog approach to your business. What does this mean, and why did you make this choice?

Melissa Gibson: In a world that increasingly asks consumers to navigate digitally, we recognize the value of providing our customers with a personal, human experience. We pride ourselves on our analog approach and find that it sets us apart. Rather than being confronted with tablets and screens, our customers are welcomed and served by one of our amazing staff. There is a give and take, a conversation, and a connection that goes beyond searching and scrolling. We bring you to the product wall, where you can see and touch the packaging and make your selection easily. You don’t need reading glasses, you don’t need to be adept at digital ordering systems, and if you have grown up in the digital age, it’s a nice break from the screens that dominate life these days.

If you are someone who would rather not have a conversation, you don’t need help or recommendations, or you are just in a rush and know exactly what you want, we’ve got you there, too, because all of our inventory is easy to see. Nothing is behind glass and the design elements we already talked about enable anyone to find something on their own. We are good at recognizing which customers need which kind of service, so there is no pressure to talk to someone and no pressure to already know what you want.

Your staff is very experienced and knowledgeable. Tell us more about them! How do they contribute to the customer experience?

Courtney Beaupre: Our staff is one of the pillars of our business. Staff can make or break an experience for a customer, and we want to make sure our staff represent Herbal’s values and culture. The majority of the staff are female, not because we purposely planned it that way, but I think being a strong woman-owned/woman- run business attracts other powerful women. Each member of our staff has unique knowledge and experience that brings a variety of depth to our sales floor and customer service. I want to shout out to each of them – Lysa, Keiko, Eliot, Michele, Andrea, and Jared (our tech, POS, and inventory guru). You all rock!

As long as we’ve known you, you have always promoted independent business and ownership. How is creating a thriving local economy tied to this?

Melissa Gibson: I’ve always been a champion of independent business because it’s the key indicator of prosperity in the local economy. Before Herbal Woodstock, I helped organize a Hudson Valley localism non-profit, so I’ve seen firsthand how keeping dollars local strengthens a community. When people shop in their own town, the economic multiplier kicks in — that money circulates, supports local jobs, and builds a more resilient economy.

That’s why independent ownership matters so much to me. When you shop with us, you’re not just supporting a small business — you’re directly investing in Woodstock. We generate a 3% local tax that goes straight back into the town, so every purchase makes you a stakeholder in Woodstock’s future. I’m proud to stand alongside the other owner‑operators who keep this community vibrant and uniquely itself.

Renew + Rejuvenate are two themes we are focusing on this winter. From your point of view, what role does cannabis play in health and wellness?

Courtney Beaupre: Cannabis contains over 100 cannabinoids, each with the potential to support a variety of health and wellness benefits—some backed by research, others observed anecdotally. Our bodies have an endo-cannabinoid system (ECS), that helps regulate functions like mood, sleep, appetite, pain, and inflammation. While we don’t produce cannabis cannabinoids ourselves, our ECS interacts with them in ways that can promote relaxation, pain relief, or even euphoria. Many people use cannabis to manage stress, ease chronic pain, improve sleep, support relaxation, or enhance focus and creativity. Its effects are influenced by factors like strain, type of cannabinoid and terpene profile, dosage, and method of consumption, so it’s fairly customizable to individual wellness goals. Ultimately, everyone’s experience with cannabis is unique, and products can be used in a variety of ways. One of my favorite cannabis wellness products is a topical balm. It helps with my sore muscles, and I can use it anywhere, anytime, without the psychoactive properties.

Tell us more about the recreational cannabis industry, supply chain, and pricing. We imagine there are many steps from plant to product. How does the cannabis industry differ from other recreational products like liquor, for example? Is it similar in terms of regulation? Help us understand!

Courtney Beaupre: Oy, the recreational cannabis industry is far more complex than it may appear. From small farmers cultivating plants to processors turning them into flowers, edibles, concentrates, or topicals, every product goes through multiple steps before reaching us. Along the way, it’s tested for safety and potency, packaged, tracked, and regulated—adding to costs beyond just THC content. Supporting small growers and local businesses often comes with higher prices, but it also brings diversity, quality, and unique stories to the market. Cannabis differs from other recreational products like alcohol in important ways. While beer, wine, and spirits are regulated, cannabis faces tighter tracking, testing, and production rules. Plus, unlike alcohol, the plant contains hundreds of cannabinoids and terpenes—not just THC—so each strain or product offers a distinct experience. Think of it like craft beer or artisanal wine: potency is just one piece of the puzzle; growing methods, processing, and compound profiles all shape the final product. In cannabis, as in other artisanal industries, the journey from farm to shelf matters just as much as the result.

What is one question you’re constantly asked, or the biggest misconception about your business?

Courtney Beaupre: One of the biggest misconceptions is that the highest THC percentage always delivers the best experience. In reality, THC is just one piece of the puzzle. Other cannabinoids and terpenes work together in an “entourage effect,” and factors like dosage, consumption method, and individual body chemistry all shape how a strain feels—meaning the most enjoyable effect comes from the full combination, not just THC.

What local businesses do you rely on to be successful?

Melissa Gibson: The two businesses we rely on most are our neighbors next to and behind our dispensary. We couldn’t have built our shop without a million trips back and forth to H. Houst and Sons, the hardware (and everything) store that offers a surprising variety of items for everyday business maintenance. We are lucky to have Oriole 9 right next door– an amazing restaurant where we can easily grab coffee, fries (a bud-tender fave munchie), or a delicious meal.

Our local media partners have also been so integral to our success, including Radio Woodstock, Inside + Out Upstate Chronogram, Catskill Mountain Guide, and Hudson Valley One. Our relationship with Radio Woodstock, a local independent station, has been a collaborative, long-running one that began years ago when we were Hemp & Humanity. I am forever grateful to have had the opportunity to share my knowledge and love for the hemp plant through a weekly Homegrown segment on WDST 100.1FM for about two years. Our partnership with Radio Woodstock continues to grow. And, can I say in your own interview that we have been thrilled to work with Inside + Out Upstate from the beginning? It has been a pleasure and so valuable to be included in your publication. It’s the premier digital guide to what is happening in our area, and our customers love checking in with you.

We regularly recommend local businesses to our customers who see us as a local resource. We are so proud of what Woodstock has to offer, and we think it’s important to lift up the many incredible, independent businesses that help shape our town. Some of our favorites are Soma Grove, Twin Gables, Garden Café, E+J Chocolates, Jean Turmo, Happy Life Productions, The Golden Notebook, Sharkie’s, Woodstock Music Shop, Bread Alone, Caffé, Woodstock Design, Small Talk, Catskill Mountain Pizza, Timbuktu, Candlestock, Mirabai, Changes, Sparkle, Clouds Gallery, Pearl Moon, Woodstock Floral Design, Sylvia, Moonrise Bagels, Overlook Bakery, Harley’s Candyshop, Millie + Madge, Pegasus, Glo Spa, Woodstock Infusions and Sunflower Market. And of course, we always send folks to Bearsville Theater, Levon Helm Studios. Station Bar & Curio and Colony Woodstock for live performances.

Tell us something about yourself that people would be surprised to know.

Melissa Gibson: In 2025, I became a NY State Senior (60+) High Jump Champion and in 2014 I won a Gold Medal in the USA 50+ snowboarding championships. Although I had high jumped on track teams growing up, I didn’t step on a snowboard until I was 40. It’s a fun reminder that we all contain multitudes, and that staying active and challenging yourself can be rewarding at any age.

Courtney Beaupre: Oh, that’s a fun question. Once upon a time, I was a professional airbrush face and body painter!

Who or what inspires you?

Melissa Gibson: I’m inspired by anyone who’s in a true flow state, clearly doing what they’re meant to be doing, no matter what that is. It pulls me in when I see it in athletes, artists, activists, and, honestly, even in someone doing a simple, everyday task. When passion and authenticity line up with action and outcome, that energy is magnetic to me.

It’s also the through‑line of my work in the Hudson Valley. Whether I’m collaborating with local growers, supporting small businesses, working with our bud-tenders, or building community through HERbal Woodstock, I’m constantly surrounded by people who show up fully as themselves and pour their whole heart into what they do. That spirit and alignment between purpose and expression are what inspire me and keep me committed to creating spaces where that kind of energy can thrive.

Courtney Beaupre: Two things inspire me most: climbing and people. I moved near the Shawangunk Mountains over 20 years ago because of my love for rock climbing. It has taken me to incredible places, given me deep, meaningful relationships and community, and consistently pushed me out of my comfort zone. Climbing has taught me to manage risk, stay calm under pressure, push myself, and yet understand my limits—lessons that have carried into every aspect of my life, including running a cannabis business. People inspire me just as much. Whether it’s my loved ones, stories from This American Life, or the regular protesters outside our shop fighting for democracy, or a customer who brings a smile to our faces, I’m constantly reminded that kindness matters, especially in the face of hardship.

What do you do for fun? What are some of your favorite ways to unwind and unplug when you’re not working?

Melissa Gibson: When I’m not at the dispensary, I really try to unplug and get outside. Snowboarding, hiking, and playing tennis are my go‑tos — anything that gets me moving and helps me unwind. With the little free time I have, my social life pretty much revolves around these activities too. I also love catching live music at the many incredible local venues. The best part about living and working where I do is that all the things I mentioned are within minutes of my home and the shop, and that proximity is key to me for enjoying my life. Moments of movement, nature, and music are what help me reset and come back to the business feeling grounded and recharged.

Courtney Beaupre: I’ve mentioned my love for rock climbing, but I’m not a one-trick pony. I also hike, run, ice climb, cross-country ski, and can usually be convinced to try just about any outdoor activity. Being in nature—whether in the mountains, woods, desert, or by the sea—with friends is how I truly unwind. My most recent trip, in November, took me to Havasu Falls on Havasupai lands in Arizona. The highlight was no phone reception at all, which allowed me to completely unplug for a few days and reset.

Current state of mind?

Melissa Gibson: Trying to kick aging’s ass.

Courtney Beaupre: New York, baby.

Photos courtesy of Herbal Woodstock + Dion August (Featured)

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