Cannabis culture and industry cheer for Super Bowl LVII
Millions of American football fans will be combining their favorite pastime with more legal cannabis than ever before.
Super Bowl LVII in the mature legalization state of Arizona promises one of the biggest jumps in sales of the year. The stoke is even bigger in newly legalized Kansas City. Medically legal smokers from Philadelphia, San Francisco and friends across the US will also burn one up for Sunday afternoon’s game.
Lines at pharmacies in Phoenix and Kansas City have already begun, owners report.
More than 99 million people watched the 2022 Super Bowl, and up to 600,000 people flock to the Phoenix Valley this week. The line of planes waiting to land has started to stretch for miles, said Demitri Downing, co-founder of major trade association MITA-AZ. This year offers the burgeoning legal cannabis movement its highest ever visibility.
“The city will be full,” Downing said. “This is our biggest event of the year.”
Fans love combining cannabis with big game: weed’s combined effects on euphoria, hunger, and relaxation can enhance the sports-watching experience. Data company Springbig expects February sales to rise as much as 24% above the daily average. Experienced sellers tell Leafly they’ve achieved 5,000% average sales with cheap ounces, vapes, and edibles delivered minutes after mobile ordering.
“We saw a massive, massive bump,” said Jeff Dillon, director of marketing for Smoakland’s weed supply in Northern California. “Cannabis and soccer go together like chips and dip.”
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Arizona sizzles in the spotlight
The Phoenix metro area will host hundreds of thousands of people for Super Bowl LVII weekend, which begins now through the game on Sunday, February 12 at 3:30 p.m. PST. Arizona began adult sales in January 2021, and more than 100 dispensaries are open.
“There are a number of events. It’s going to be a crazy week,” Downing said for MITA-AZ.
Rapper Redman makes headlines at Mint Mall in Consumption Park promoted by one of the nearest pharmacies, The Mint. Trulieve also hosts the Cannablitz tailgate party. Ricky Williams hosts the 4th and 20th parties over three days.
Two miles from State Farm Stadium, Sonoran Roots CEO Michael O’Brien expects his Ponderosa store to sell at least 10% more product than on a normal day. Then Sonoran Roots will throw a party downtown.
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“We got a lot of calls from people out of town,” he said. “For us, it’s the best time of the year.”
He planned a brisk business with flower varieties such as Sonoran Roots Premium Kush Mints, Cherry Cosmo and Lemon Cane. Canamo concentrates and Kiva’s Lost Farm edibles sell well with beginners.
“They’re looking for more vapes and edibles. You want to be discreet.”
Arizona’s mature legal cannabis market includes online orders. A third of orders this week will come from cell phones and computers, O’Brien said.
The trade association’s co-founder, Demitri Downing, aims to showcase the responsible, health and wellness side of cannabis.
There will be a non-alcoholic golf tournament and a yoga event with former NFL players leading up to the game.
“We don’t want to see the equivalent of an alcohol-drenched party in cannabis,” Downing said. “Our industry is in the midst of image creation – we are committed to individual excellence, responsible behavior and responsible messages.”
“Cannabis is one of God’s finest remedies ever,” he said.
Missouri and Pennsylvania at full speed
Missourans are riding high with Kansas City in the NFL finals and legalization is sweeping through the former Confederate state. Up to 100,000 marijuana record deletions could result from the newly enacted law.
The Kansas City Chiefs’ place in the NFL Finals only adds to the crowds at Missouri’s pharmacies, which switched from medical to adult use last week with the push of a button.
Some stores have made seven times the average daily sales, said Laurie Gregory, Good Day Farm’s chief marketing officer. “It was a fantastic weekend. The Show Me State emerged.”
Buyers will be able to snag pre-rolls for a dime and Game Day Gummies this weekend. Southern dessert King Cake is now a THC-infused gummy flavor.
Gregory said the best-selling flower at Good Day Farm in Missouri right now is the comically-named Titty Sprinkles. The strain’s breeder lost a mother to breast cancer, Gregory said. Proceeds from the products benefit breast cancer research. Patients use it for pain and inflammation.
“It’s just a fan favorite. They laugh at the name. They giggle again. It’s cannabis, it’s fun – part of the fun is feeling good,” Gregory said.
Go Pens all-in-one vape pens work well with Grape Soda, Wild Watermelon, and Strawberries and Cream flavors.
Good Day Farm Dispensary in Kansas City offers food, music and fun. It’s an incredibly proud moment for Missouri, she said.
“We expect very strong sales. The grass here is incredible.”
Laurie Gregory, Chief Marketing Officer of Good Day Farm, Missouri
“We anticipate very strong sales,” she said. “The grass here is amazing.”
Over at Greenlight’s Kansas City dispensary – kiosks, a walk-in window, and a drive-thru will promptly stock folks with edibles, vapes, and their custom-made KC Kush. Green light. Greenlight CEO John Mueller said some stores sold nine times their average volumes over the past weekend. Missouri is now luring Illinoisans across the border with lower taxes, more varieties and better varieties, he said.
Greenlight is also hosting three reputable, legal farmers’ markets called the Underground this weekend. Missouri farmers go directly to consumers in a secret room in the pharmacy with sensational offers and new releases.
“It’s going to be a very crazy weekend. With the Super Bowl alone, it would have gone crazy.”
“Order online ahead of time to walk or drive up and save time,” he said.
A proud Chiefs fan, Mueller owns season tickets for the Chiefs. His family has dressed in red all week and he will attend the game in Phoenix.
“It’s a great time,” he said. “It’s kind of our thing here to be the local company that we are.”
Reggie Harris, CEO of House of Kush, Kansas City, MO branded cannabis, made the transition from professional football to cannabis. He was formerly the general manager of the Kansas City Brigade, an Arena Football League team. Now, in time for the game, his minority-owned company has new strains hitting shelves in Missouri and sponsoring Consumption Park.
“Interest in the brand has increased,” he said. “There’s tremendous value in getting in front of consumers.”
Pennsylvania pride
The medical cannabis state of Pennsylvania celebrates the Philadelphia Eagles in the finals this weekend. Around 165 stores are also likely to run deals and promotions there.
The nine Ethos pharmacies offer bundle offers on Friday, Saturday and Sunday. Philly and Pennsylvania in general are being juiced for the Eagles to win the Super Bowl. Ethos has started planning for next week’s downtown parade.
“Our patients are super excited and ready for the Eagles to win the Super Bowl,” said Gibran Washington, Ethos’ vice president of retail operations and supply. “We’re going to have a parade in Philly next week. We rely on the parade.”
San Francisco smokes into a wild season
And back in San Francisco, fans are licking their wounds and toasting an unexpected run after the 49ers lost to the Eagles. Stores and delivery services have had great success with the NFL season so far.
Jeff Dillon, marketing director for the Smoakland cannabis delivery service, reports five times the average daily sales near the 49ers and party hotspots. Fans place cell phone orders and within minutes receive a drop from a van near the park. Smoakland carried specials like Brock Star and Zkittlez ounces for $88. The best seller is a $49 flower ounce touted at tailgate parties in the stadium parking lot.
All-in-one private label vapes called Faders are selling well.
“Business has been fantastic,” he said. “Especially because it falls on Valentine’s Day – you have a little bit for him, a little bit for her. For us it is a big holiday.”
“You would expect it to slow down. We get a lot of sales throughout the game.”
Jeff Dillon, marketing director for Smoakland’s cannabis delivery service
Sales remain high throughout the game, Dillon said.
“You would expect it to slow down. We get a lot of sales throughout the game.”
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