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Adam Zimmerli Heidi Beedle While certainly an interesting marketing angle, ghosts are the least of Adam Zimmerliâs concerns at the Black Monarch Hotel. Zimmerli, whose previous experience includes work in the cannabis industry, is looking to expand not only his personal brand, but the entire town of Victor as well â which would be tricky for any small town, especially one weathering the economic fallout of the COVID-19 pandemic. âI honestly am super happy with how we fared through the pandemic,â says Zimmerli, who didnât even have a full year of ânormalâ business before COVID struck. As part of his economic revitalization plan, heâs given two three-year leases for $1 to two women who will operate the gift shop and coffee shop heâs planning to open in June on the first floor of the Black Monarch. ....