Our first meeting was supposed to be on Zoom. But once we started talking about cigars, Zoom somehow felt like the wrong place for the conversation. We already knew we shared that interest, so we decided to do what cigar people naturally do. We arranged to meet over a cigar.
That brought me to Imagine Coronado, Heather Lennon’s newest project in Phoenix’s historic Coronado neighborhood.
We sat together with our cigars in the middle of a place that is still coming to life. The property is home to nine buildings, including seven historic homes, some more than a century old. Heather is restoring and reimagining them as an urban wellness enclave, where wellness, boutique overnight accommodations, community connection, and local businesses come together. A basement was uncovered under one of the historic homes, formerly utilized as a school. It will have a new life as a humidor for Raconteuse Cigars.
It felt like the right place to hear her story.
And, fittingly, Heather’s cigar story also began in Phoenix.
Your cigar story began here in Phoenix more than 30 years ago. What do you remember about your first cigar experience?
My first cigar experience was over 30 years ago at Ambassador Cigars in Phoenix with Vartan Seferian, widely considered the godfather of cigars in AZ. I walked in by chance, not knowing much, and he guided me through the experience. I tried a cigar, immediately connected with it, and knew right then it would become part of my life.
You enjoyed cigars for many years before creating Raconteuse Cigars. What finally made you decide to enter the cigar business yourself?
I’ve wanted to get involved in the cigar industry for a long time, but I was very clear on what I didn’t want to do. At the time, I had no interest in opening a traditional lounge, and I know manufacturing requires generational knowledge and lineage, so that wasn’t the right path either. I stayed open to the right opportunity. While developing my event venue building and business, Warehouse215, which hosts large-scale events with thousands of people and expansive patio space, I began observing the crowd differently. It felt like something was missing in these events; the environment naturally called for cigars.
That realization led me to create Raconteuse Cigars as an extension of the event experience. From the beginning, we were intentional about how we curated the brand; we source only boutique cigars and local artisan-made accessories, supporting craftsmanship on multiple levels. What started as an amenity has grown into a distinct concept, bringing cigars into unexpected spaces, building residencies at select locations, and curating private experiences. There’s a clear gap in the market for this kind of activation, and we’ve leaned into that.
Why Raconteuse? What does the name say about the experience you wanted to create?
“Raconteuse” is the feminine form of raconteur, a female storyteller, skilled in the art of conversation. That felt especially fitting because cigar culture is rooted in storytelling, connection, and shared dialogue. The name reflects both the experience we’re creating and the perspective we bring to it.
You have spent nearly three decades in design, construction, contracting, and real estate development, and today you lead Imagine General Contracting & Development. How has that experience shaped the way you create cigar experiences?
After 28 years in development and construction, I’ve become very attuned to how people experience space, what draws them in, what makes them stay, and what creates a sense of connection. I understand how to shape environments that people respond to on a visceral level. That experience translates directly into what we do with Raconteuse Cigars. We’re not just offering cigars; we’re creating an atmosphere where the experience feels intentional, elevated, and memorable.
Historic restoration and adaptive reuse are a big part of your work. Sitting here at Imagine Coronado, surrounded by buildings you are bringing back to life, I can see a connection with cigar culture. Do you see it too?
My understanding of historic buildings has evolved significantly over the years. I’ve learned that if you take the time, a building will reveal its history to you. There’s a process of unwrapping, unraveling, and exposing what came before, and in doing so, you gain a deeper understanding of place and identity. That philosophy closely mirrors cigar culture. There’s a deep respect for tradition, for the people and craftsmanship that came before us, and a desire to learn from that lineage. Both are about honoring the past while continuing to evolve.
You have a bank vault humidor at Warehouse215, and now the basement of a former schoolhouse here at Imagine Coronado is getting a new life as a humidor. Where does the idea of giving these unexpected spaces a new cigar life come from?
Both the Bank Vault at Warehouse215 and the basement at Imagine Coronado are uniquely suited for adaptive reuse as humidors. From a practical standpoint, they are tightly sealed, structurally sound, and naturally controlled environments. Beyond that, they each have a distinct energy and presence that makes them feel special.
I’ve always been drawn to finding slightly unexpected, quirky spaces and reimagining them into something entirely new. These kinds of environments invite that kind of thinking. Transforming them into humidors isn’t just functional, it’s about creating a sense of discovery and aligning the space with the experience. They lend themselves naturally to caring for and showcasing cigars in a way that feels both intentional and memorable.
Construction, real estate development, and cigars are all industries where women have traditionally been less visible. You have spent almost three decades building your career in these worlds. How have you established your place?
For whatever reason, every industry I’ve worked in has been male-dominated, though that was never by design. I’ve established my presence by staying focused, working hard, and committing to mastery of my craft. I don’t feel the need to adjust my personality or leadership style; I rely on competence and consistency.
In business, I believe it takes at least five years to reach basic competency, 10 to 15 years to become truly proficient, and 20 to 25 years to develop real expertise. That long view, and 28 years in the industry, have shaped how I show up. I’ve put in the time, and I trust the depth of that experience.
Raconteuse Cigars has also become closely connected with philanthropy, helping raise approximately $300,000 for nonprofit and community causes. How did that begin?
About three months after starting Raconteuse Cigars, I was asked to donate cigars to a Boys & Girls Club event. Instead, I created and donated a full experience: dinner, drinks, live music, and cigars at my venue. It sold for $18,000, immediately showing me both proof of concept and potential philanthropic impact.
Shortly after, I contributed another experience to a Dress for Success Arizona event, where it turned into a bidding war and raised $40,000. That’s when I realized this wasn’t just meaningful; it was repeatable. Since then, we’ve continued to donate curated experiences whenever possible, helping raise over $300,000 to date, to expand that impact even further.
You are deeply involved in Phoenix through your work, from Phoenix Community Alliance to the City of Phoenix Tourism and Hospitality Advisory Board and the ASU Art Museum. Now, Imagine Coronado is bringing together wellness, hospitality, retail, and community. Where do cigars fit into that bigger vision?
My newest development, Imagine Coronado, is re-envisioned as an urban wellness enclave, built around the concept of the 7 chakras and wellness, which often prompts the question of how cigars fit into that. When you study longevity, particularly in Blue Zones where people live the longest, one of the most consistent factors is not just diet, but connection and community. People live longer when they are deeply connected to those around them. Cigar culture embodies that idea. It’s about slowing down, engaging in conversation, and sharing space with others. In that sense, it aligns naturally with our broader vision of wellness. Imagine Coronado will be a cigar friendly environment that supports that kind of connection and community.
Interview by Dr. Anastasia Psomiadi
Founder, SOTL Global Movement | Applied Social Psychologist | Cross-Sector Partnership Architect | Creator, APSON Protocol
