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A Market High

April 20, or “4/20,” has been recognized by marijuana enthusiasts for decades. The unofficial holiday, which High Times editor Steven Hager claims to have begun in 1971 at San Rafael High School in California, has since grown into a massive market for event planners, merchandisers, and academics alike. In fact, an annual grassroots event at the University of Colorado at Boulder has grown so large—drawing nearly 10,000 tokers in recent years—that the school is even shutting down its campus this year. For marketers, 4/20, both the name and the date, is an opportunity to make oodles of that other green stuff: money.

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