DANBY, NY (607NewsNow) — New cannabis dispensary Altitude Ithaca is holding their ‘soft opening’ today, May 9th.

Located at 1429 Danby Road, owner Eric Dixon is no stranger to the area. Having grown up in Danby, he used to ride past the building that Altitude is now in on the school bus. He signed the lease in July of 2024, but eventually plans to own the building.

The space has come a long way from where it started after many months of hands-on work done by Eric himself. Installing security cameras, painting the interior, fixing up broken down display cases, and making floor plans for renovations including the main checkout counter are just a few of the things Eric spent his time doing in between signing the lease and opening.

Pre-renovation Altitude Ithaca, courtesy of Eric Dixon.

Eric is the owner alongside his business partner and longtime friend Kevin Hart who has been able to impart his wisdom on him and help him learn the ropes. Kevin opened the first cannabis dispensary in Boston in 2020 and is now working on opening his third. When it became legal in New York State, Kevin told Eric that he could do it too.

“Kevin and I first met at Morgan State University, where our paths naturally crossed as we navigated the college experience. Kevin was from Staunton, Virginia, and I was from Ithaca, New York—two small towns with similar vibes, where close-knit communities and a slower pace of life shaped how we viewed the world. Despite the miles between us, our friendship grew over time, especially as we stayed in touch after college. Kevin eventually moved to Boston, while I stayed in New York, but we remained close and continued to support each other,” Dixon says.

Staff break room with cloud murals done by Ithaca Murals, courtesy of Eric Dixon.

The process of getting a license to open a dispensary is an arduous one filled with lots of waiting, and one that didn’t necessarily live up to expectations.

“When the OCM (Office of Cannabis Management) rolled out its initial plans, there was an exciting opportunity for individuals who met certain criteria to get a jumpstart in the cannabis industry. This motivated us both to pursue our licenses, and we dedicated ourselves to not just taking the easy route but to pushing ourselves toward success.

Today, we’re thrilled to be part of Altitude Ithaca—a company focused on providing premium cannabis products from a wide range of trusted distributors. Our mission is to promote safe and legal cannabis practices, offering a variety of products that are fully licensed by the state of New York. We’re proud to debut our Florist Farm brand, featuring our Focus, Pain, Relief and Sleep Tincture.”

Altitude Ithaca post-renovations, courtesy of Eric Dixon.

Nevertheless, Eric and Kevin were able to get the licensure they needed and haven’t looked back since. With Eric having a career in architecture and engineering and still working at Tetra Tech, Kevin wants the dispensary to be a self-sustaining business with a strong crew that knows how to serve its customers effectively.

“At Altitude Ithaca, we believe in the power of reaching your peak. To us, it’s more than just a slogan—it’s a message of perseverance and achievement. We want everyone to know that with hard work and dedication, you can reach your goals and find success.”

Edibles, pre-rolls, tinctures, drinks, and more will be available at Altitude. Ski slope signs with various “skill levels” can be found above the alcoves that contain the display cases to help direct customers to the strength of product they’re looking for. For more information on the dispensary, visit Altitude Ithaca’s website here.