From Willie to Wiz, “music and cannabis have always gone hand in hand, and that tradition is definitely still alive and well,” says Danny Danko, senior cultivation editor of High Times magazine. But the magazine’s cannabis activation at this year’s Life Is Beautiful festival is about more than listening to tunes with a buzz on. “Cannabis activations at festivals and other events have definitely helped change the perception of cannabis,” he says. “I hear several times at every event how surprised people are at the many uses these products have.”
At Life Is Beautiful, the High Times lounge will offer an opportunity to meet some of the magazine’s editors, as well as check out a cannabis garden photo booth and a body art experience by Blacklight Visuals. Information booths will include the female-centric CBD brand Moxie, New Amsterdam Naturals dispensary, Advanced Nutrients, Magical Butter, Futurola, Rokin Vapes, JB Games, Sho Products and more.
“High Times has been an advocate for this plant for more than 40 years,” Danko says. “While this isn’t a new stance for us, it is rewarding to finally see the light at the end of the prohibition tunnel.” Events like these help spread the word about the plant’s medical and economic potential, and offer an opportunity to clear up some of the myths and misconceptions about cannabis. “First and foremost, we want people to realize the potential of this plant,” he says. “We’re hoping to enact change from the grassroots level. … These are facts, they’re just clouded in long-running fallacies.”
One thing that no one can deny is that the legalization of recreational marijuana will bring change to our city. “Cannabis tourism is going to change the face of Las Vegas and Las Vegas is going to change what cannabis tourism looks like,” says Danko, who is also looking forward to the possibility of public consumption lounges. “I’m sure there will be an enormous influx of visitors who are looking for more than just gambling and booze.”
“The point is, this is an industry that’s booming and only growing year to year,” Danko says. “Cannabis has never been talked about as frequently, or as loudly, as it is now. We’re able to do more events in more locations, and we’re watching brands create amazing new products and uses for the plant. … We’re extremely excited to see what comes next—both to cover it, and to enjoy.”