4/20 Deals and Events: Times Square, Comedy Shows and Consumption Lounge Parties

With the cannabis industry’s biggest holiday landing on a Saturday this year, the anticipation for 4/20 is palpable. Analysts are saying both dollar and unit sales could be the highest ever, especially when considering the number of markets that have launched and expanded in the past year, and brands are capitalizing on this potential with big plans.  

Promotions include placements on some of the country’s largest advertising stages, including a Times Square billboard takeover, and partnerships with national retailers outside of the space, including Total Wine.   

Cannabis Business Times has rounded up nine interesting approaches to deals, discounts, product drops and festivities taking place throughout the week and weekend to ring in 4/20/24. 

Editor's note: More information will continue to be added to this article ahead of April 20, 2024, and it was last updated at 2:30 p.m. April 17.

Times Square Billboard Takeover: 

In celebration of the 4/20 holiday and a major marketing play, Mike Tyson, former professional boxer and co-founder of the cannabis brand Tyson 2.0, and global cannabis seed bank Royal Queen Seeds (RQS) are taking over the famous One Times Square billboard, located at 1475 Broadway in New York City, from 4:10 p.m. - 4:19 p.m., with in-person countdown lasting 60 seconds until the clock hits 4:20 p.m. on April 20.  

A Times Square billboard “can range in cost from $5,000 for a 1 day program to well over $50,000,” depending on the length of the program and other factors, according to Inspiria Outdoor Advertising.  

A Big 4/20 Product Drop: 

Snoop Dogg, Death Row Records & Hill Beverage Company are announcing a Total Wine partnership and delivery nationwide, just in time for 4/20.  

Do it Fluid, the debut line of CBD- and hemp-derived THC- infused beverages from Hill Beverage Co. (which launched in December 2023) made in collaboration with Snoop Dogg and Death Row Records, will be available at all Total Wine locations throughout California and available nationwide via a delivery partnership, where consumers can get the products delivered to their doors.  

© Courtesy Hill Beverage Co.

Total Wine & More is the country‘s largest independent retailer of fine wine, with 266 superstores across 28 states, according to the company’s website.  

Do It Fluid will be available in all four flavors, including Blue Razz, Blood Orange, Peaches N Honies + Cherry Limeade in CBD-only (12 oz.), as well as Delta-9 and THC (8 oz.) blends. 

To kick off the Total Wine partnership and nation-wide delivery in style, Hill Beverage Co. and Snoop Dogg also have joined forces with MOD, their new creative agency of record, to launch an all-new website design, which will be live April 18.   

Food, Comedy and Collaborations: 

Gotham, a cannabis concept dispensary in New York City, is celebrating its very first 4/20 with a lineup of events leading up to and the day of the 4/20 holiday:   

April 17: Weed-Themed Comedy Show at Gotham, an exclusive, one-time-only 4/20-themed comedy show hosted by New York duo Comedy Underground Overground, with added surprise goodies and drinks by Cann.  

April 20: Gotham X Upside Pizza Block Party to Launch Gotham Gardens, which will turn the Soho pizza spot into a cannabis culinary haven with pizzas paired with Gotham’s secret menu, available from April 13-20. The event will feature live music and entertainment, and 4/20 shoppers can play games and win prizes while at Gotham.   

April 20: For its ICECREAM x Gotham 420 Experience @ Billionaire Boys Club, Gotham is partnering up with Pharrell Williams' streetwear brand Billionaire Boys Club to support the launch of its ICECREAM 420 capsule collection available at the Billionaire Boys Club ICECREAM Soho Flagship. The first 100 shoppers that purchase an item from the ICECREAM 420 Capsule will receive a special co-branded lighter, preroll and sticker plus a 10% discount card redeemable at Gotham for their next purchase.   

April 21: Gotham x Edie Parker @ The Standard Hotel East Village will be a “whimsically upscale brunch experience to recover from your 4/20 high,” featuring light bites, mocktails and cocktails amidst a garden backdrop. Attendees will receive goodies from Gotham, Flower by Edie Parker vape and lighter and be able to personalize their new canna-accessories.    

Steep 4/20 Discounts, Doorbusters and More Comedy: 

Illinois-based Stash Dispensaries is celebrating the 4/20 holiday by offering 42% off select brands (and 30% off all remaining brands) at all Stash Dispensaries locations, over 420 doorbuster products listed at $4.20 on the Stash menu, and extended store hours for the 4/20 weekend celebration.  

The doorbusters could include 14 grams of flower, 1 gram of wax, cartridges, edibles and more. The discounts present “an opportunity customers to explore new products or replenish their stash with their go-to favorites,” according to a company press release.  

Each customer may purchase up to 2 items from the 420-stash menu per visit, and the 420-stash menu is not available for online pre-orders. 

Courtesy Stash Dispensaries

In addition, Stash Dispensaries - Orland Hills will host the "LOL: Laugh Out Loud" comedy show on April 20, presented by Verano. "LOL: Laugh Out Loud" will feature a carefully curated lineup of comedians, including Manny Garza, Ruben Ramirez, Carter Dockerty, Payton Ruddy, Tom Feeback, Nana Rodriguez, and Kadeem Fuller. The show will be hosted by internet personality Kush Papi, with music provided by DJ FAMOU5. 

Tickets for "LOL: Laugh Out Loud" are available for purchase online, and sponsorships for vendor booths can be secured online as well. 

A Free Pound of Cannabis:  

Shoppers at Egg Harbor, N.J.-based Brute’s Roots can win one pound of “Brute’s Roots Weed” on 4/20 at 4:20 p.m.  

No purchase is necessary to win. To enter in person, consumers just need to visit Brute’s Roots dispensary; or they can gain additional free entries on social media by visiting @brutes_roots on Instagram or Facebook for more details.   

One grand prize winner will be selected live at the dispensary at 4:20 p.m. on the 4/20 holiday. The winner “will receive (16) vouchers, each redeemable for 1 oz. of Brute’s Roots flower at $1.00, with a one-voucher-per-day redemption limit to comply with N.J. regulations,” according to Brute’s Roots website. 

Giveaways, Loyalty Incentives and 4/20 Merchandise:

Lume Cannabis Co. is offering 10-days of giveaways leading up to the 4/20 holiday, as well as special 4/20 merchandise gifts with purchases—to boost sales and encourage signups to its loyalty program.  

Customers must shop between 4/15-4/21 for a chance to win the giveaways, which include gift cards ranging from $200 to $1,500, a case of BUZZN THC seltzer, and free flower, as well as a $420 shopping spree.  

The company’s Gold Tier Loyalty Members get +2 entries, and its Platinum Tier Loyalty Members get +3 entries.  

Plus, on April 20, customers who spend $30 get a Lume-branded ashtray, and those who spend $100+ get a 420 Lume t-shirt and a Lume ashtray, while supplies last.  

Big Discounts and New Cultivar Release: 

California retailer A Golden State is launching SVF OG, a pure OG exotic genetic, which the company says the team has been growing and perfecting for “the better part of 20 years.” Cannabis brand PHASES is introducing a new strain in its “Retrograde” category, the first since the brand’s launch, Cherry Runtz.  

All A Golden State will be 30% off and all PHASES 50% off at most California retailers, plus BOGO deals: at The Woods, Erba (Venice), New Amsterdam, Erba (Pico), Hwy 80, F street, Project Cannabis 420, The Sweet Spot (Santa Rosa), Main Stage (Sacramento), Natural Cannabis Company, Sundial Collective, Nug x Sundial, Sundial Red Bluff. 

Consumption Lounge Celebrations:  

“420 celebrations will be bigger and better than ever this year at all our Planet 13 locations,” said Lowell Brown, Planet 13, director of retail. “We’ve also learned that 4/18 and 4/19 are very busy because many customers love to get their supplies advance, so we’re staffing up to be ready for the rush. In Vegas, we will be taking the experience to the next level at DAZED! Consumption Lounge ....”  

Planet 13 Las Vegas: 

• DAZED! & Amazed, a 420 celebration with deals, giveaways, live DJ and food & drinks at DAZED! Planet 13’s consumption lounge, which opened just in time for the holiday April 5. 
• The Ultimate Joy Ride/Free Shuttle Bus between Planet 13 and Area 15 – Launches Thursday April 18.  
• Baby Bash presents a 420 performance on Saturday, April 20, 3 p.m. – 5 p.m. 
• “Puff, Puff, Part Ways” Cannabis Divorce Party Package on Saturday, April 20 by Las Vegas Cannabis Weddings.
• David Paleschuck, author of “Cannabis vs. Marijuana: Language, Landscape and Context,” book signing and discussion on Wednesday April 17, 5 p.m. – 7 p.m.

Planet 13 Orange County, Santa Ana, CA:  
Herbtopia 420 Bash Consumption Event at California’s largest dispensary, April 20, 12 p.m. to 8 p.m., features and outdoor smoking lounge with vendor pop ups and and deals. 

Planet 13 Waukegan, Il: 
420 Party with $42 eighths and an exclusive menu "4" for 20% off, April 20, 10 a.m. – 3 p.m. 

Cross-Country '420 Daze' Festivities:  

C3 Industries, vertically integrated, multistate cannabis company based in Ann Arbor, Michigan, has launched 420 celebrations at its High Profile dispensaries, which began April 13, and will continue through April 21. The theme for this event is “420 Daze – It's High Time for Good Vibes,” featuring offerings such as a $400 Live Nation concert giveaways, significant discounts on cannabis products, various in-store promotions and giveaways, as well as live music and food trucks on-site at select High Profile dispensaries located in Illinois, Michigan, Missouri, Massachusetts and New Jersey. Some of the promotions include: 

• 420 Daze Summer Concert Series Contest: From April 13 to April 21, two winners in each High Profile market will receive a grand prize package. This includes two concert tickets presented as a Live Nation Digital Gift Card valued at $400, along with exclusive 420 Daze swag such as a limited-edition lawn chair, T-shirt, bucket hat, color-changing cup, lighter, rolling papers, air fresheners and stickers. High Roller Loyalty members with the highest number of visits during the 420 Daze promotions period will automatically be entered into the giveaway. The winners will be announced via High Profile’s Instagram page on Tuesday, 4/23, and will be contacted directly to provide shipping details.
• Various High Profile dispensary locations will also host special events on 420 – Saturday, April 20th – featuring local musicians and food trucks, free meals for High Profile customers and other specials and giveaway.