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Cannabis culture and industry fire it up for Super Bowl LVII

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Millions of America’s football fans will pair 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 bumps in sales of the year. The stoke is even bigger in freshly legal Kansas City. Medically legal Philadelphia, San Francisco smokers, and friends across the US will also burn one for the game Sunday afternoon. 

The lines at Phoenix and Kansas City dispensaries have already begun, owners report.

More than 99 million people watched the 2022 Super Bowl, and up to 600,000 people descend on the Phoenix valley this week. The line of planes waiting to land has begun stretching for miles, said Demitri Downing, co-founder of the major trade association MITA-AZ. This year offers the highest visibility ever for the ascendant legal cannabis movement.

“The town is going to be packed,” Downing said. “This is our biggest event of the year.”

Fans love to pair cannabis with the Big Game: Weed’s common effects of euphoria, hunger, and relaxation can enhance the experience of watching sports. The data company Springbig anticipates sales to jump up to 24% over the daily average in February. Savvy sellers tell Leafly they have hit 5,000% average sales with bargain ounces, vapes, and edibles delivered minutes after mobile ordering.

“We’ve seen a massive, massive bump,” said Jeff Dillon, head of marketing for Smoakland weed delivery in Northern California. “Cannabis and football go together like chips and dip.”

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Arizona sizzles in the spotlight

(Courtesy The Mint)
(Courtesy The Mint)

The Phoenix metropolitan area is set to host hundreds of thousands of people for Super Bowl LVII weekend, beginning now through the game on Sunday, Feb. 12 at 3:30 p.m. PST. Arizona began adult-use sales in January 2021, and more than 100 dispensaries are open.

“There’s a bunch of events going on. It’s going to be a crazy week,” said Downing for MITA-AZ.

The rapper Redman headlines the Mint Mall at Consumption Park, promoted by one of the closest dispensaries to the stadium, The Mint. Trulieve hosts the Cannablitz tailgate party as well. Ricky Williams hosts the 4th and 20 party over three days.

Two miles from State Farm Stadium, Sonoran Roots CEO Michael O’Brien expects his store Ponderosa to sell at least 10% more products than it does during a normal day. Then, Sonoran Roots will host a party downtown. 

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“We’ve been getting a lot of calls from people out of town,” he said. “It’s the best time of year for us.”

He planned for brisk business in flower varieties like Sonoran Roots premium Kush Mints, Cherry Cosmo, and Lemon Cane. Canamo concentrates and Lost Farm edibles from Kiva sell well to novices. 

“They’re looking at more vapes and edibles. They’re looking to be discreet.” 

Arizona’s mature legal cannabis market includes online ordering. A third of orders this week will come in from mobile phones and computers, O’Brien said.

MVP: Co2lors disposable vape pens from Trulieve. (Courtesy Trulieve)
MVP: Co2lors disposable vape pens from Trulieve. (Courtesy Trulieve)

The trade association Co-Founder Demitri Downing wants to showcase the responsible, health and wellness facet of cannabis.

The run-up to the game includes a no-alcohol golf tournament and a yoga event with former NFL players.

“We don’t want to see the equivalent of a booze-drenched party in cannabis,” Downing said. “Our industry is right in the middle of deciding its image—we advocate individual excellence, responsible behavior, and responsible messaging.”

“Cannabis is one of god’s best remedies that ever existed,” he said.

Missouri and Pennsylvania riding high

The Good Day Farm dispensary serves adults 21 and older now in Kansas City. (Courtesy Good Day Farm)
The Good Day Farm dispensary serves adults 21 and older now in Kansas City. (Courtesy Good Day Farm)

Missourans ride high with Kansas City in the NFL finals and legalization blowing through the former Confederate state. Up to 100,000 marijuana record expungements may result from the freshly enacted law.

The Kansas City Chiefs’ place in the NFL Finals only compounds crowds at Missouri dispensaries, which flipped from medical to adult-use with the stroke of a keyboard last week.

Some stores have seen 7 times the average daily sales, said Laurie Gregory, chief marketing officer for Good Day Farm. “It’s been a fantastic weekend. The Show Me State showed up.”

Shoppers will snap up pre-rolls priced at one penny this weekend and “Game Day Gummies.” The southern dessert King Cake is now a THC-infused gummy flavor. 

King Cake-flavored gummies from Good Day Farm. (Good Day Farm)
King Cake-flavored gummies from Good Day Farm. (Good Day Farm)

Gregory said Good Day Farm’s best-selling flower right now in Missouri is the comically named Titty Sprinkles. The strain’s breeder lost a mom to breast cancer, said Gregory. Proceeds from the products go to breast cancer research. Patients use it for pain and inflammation.

“It’s just a fan favorite. They laugh at the name. They chuckle again. It’s cannabis, it’s fun—part of having fun is feeling good,” said Gregory.

All-in-one vape pens from Go Pens do well with flavors Grape Soda, Wild Watermelon, and Strawberries and Cream.

Good Day Farm’s Kansas City dispensary hosts food, music, and fun. It’s an incredibly proud moment for Missouri, she said.

(Courtesy Good Day Farm)
This indica hybrid of Grease Monkey and Purple Punch 2.0 was bred by Secret Society Seed Co. (Courtesy Good Day Farm)

“We anticipate very strong sales. The weed here is amazing.”

Laurie Gregory, chief marketing officer for Good Day Farm, Missouri

“We anticipate very strong sales,” she said. “The weed here is amazing.”

Over at Greenlight’s dispensary in Kansas City—kiosks, a walk-up window, and a drive-through will promptly provide folks with edibles, vapes, and their custom K.C. Kush. Greenlight. Greenlight CEO John Mueller said a couple of stores sold 9 times their average amounts last weekend. Missouri now entices Illinoisans across the border with lower taxes, more cultivars, and better strains, he said.

Greenlight also hosts three bonafide, legal farmer’s markets this weekend called Underground. Missouri farmers go direct to consumers in a secret room in the dispensary—featuring blowout deals and new releases.

“It’s going to be a very crazy weekend. It would have been crazy with the Super Bowl alone.”

Missouri dispensary Greenlight hosts Underground—legal cannabis farmers markets. (Courtesy Greenlight)
Missouri dispensary Greenlight hosts Underground—legal cannabis farmers markets. (Courtesy Greenlight)

“Online order ahead to walk or drive up, and save yourself time,” he said. 

A proud Chiefs fan, Mueller holds Chiefs season tickets. His family has been dressing 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, being the local company we are.”

Reggie Harris, CEO of House of Kush, Kansas City, MO brand cannabis went from pro football to cannabis. He used to be the General Manager of the Kansas City Brigade, an Arena Football League team. Now, his minority-owned business has fresh strains on shelves in Missouri in time for the game and is sponsoring Consumption Park. 

“Interest in the brand has picked up,” he said. “There is huge value in getting in front of consumers.”

Pennsylvania pride

The medical cannabis state of Pennsylvania celebrates the Philadelphia Eagles in the finals this weekend. Roughly 165 stores will likely run deals and promotions there as well. 

The nine Ethos dispensary locations run bundle deals on Friday, Saturday, and Sunday. Philly and Pennsylvania in general is juiced for the Eagles to win the Super Bowl. Ethos has begun planning for the downtown parade next week.

“Our patients are super-excited and ready for the Eagles to win the Super Bowl,” said Ethos Vice-President of Retail Operations and Supply Gibran Washington. “We’re going to have a parade in Philly next week. We’re betting on the parade.”

San Francisco smokes to a wild season

A Zkittlez bud by Pistil Point. (Matt Stangel for Leafly)
A Zkittlez bud. (Matt Stangel for Leafly)

And back in San Francisco, fans lick their wounds and toast to an unexpected run after the 49ers’ defeat by the Eagles. Stores and delivery services have already hit big with the NFL season so far.

Smoakland cannabis delivery service marketing director Jeff Dillon reports 5 times the average daily sales near the 49ers’ stadium and party hot spots. Fans place mobile phone orders and receive a drop from a van in minutes near the park. Smoakland ran specials like the 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 house brand vapes called Faders sell well. 

“Business has been fantastic,” he said. “Especially because it falls on Valentine’s Day—you got a little bit for him, a little bit for her. For us, it’s a big holiday.”

“You would expect it to slow down. We get very heavy sales all the way through the game.” 

Smoakland cannabis delivery service marketing director Jeff Dillon

Sales stay heavy through the game, Dillon said. 

“You would expect it to slow down. We get very heavy sales all the way through the game.” 





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Alto Dispensary is a family affair in Tribeca

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Smoking a joint with your siblings is a sacred teenage tradition, something that bonds you across clouds of smoke—a furtive secret you all keep from your parents. For the five Savocchi siblings, it seemed an innocent enough past time during their childhood in Queens. But it was also prequel to their eventual entry into New York’ adult-use cannabis industry. 

Now, on the streets of Tribeca, locals, tourists, and medical patients alike can stop and smell both the literal and cannabis flowers of Alto dispensary. It’s quite literally a family affair—siblings André, Stephanie, Nicole, Daniela, and Sarah, and parents Guido and Sandra man the ship and tend the bar, even as most of them juggle day jobs (for now).

“It’s been a wild ride to get here.”

Nicole Savocchi

The five siblings smoked together, but their parents were hip too—it was Guido’s cannabis arrest in the ‘90s that qualified them for the license, though the interest had been there for years. Sandra was the first to alert the family after hearing about the passing of the Marijuana Regulation and Taxation Act in 2021. 

“I heard it on the radio going to work,” she says. “When I heard that this program was available, I’m like, ‘this is for us.’ Right away, I phoned André, and I said, ‘I just heard this, this and this. It’s going to be a difficult process I hear, but we have to do it.’ And he ran with it.”

André is the baby of the family, but he’s the driving force behind Alto. He’d delved the deepest into the cannabis world, including research in other states, and is the only sibling full-time at the store. During its intense renovation, he donned a white hazmat suit and got his hands dirty.

“At times, it definitely kind of feels like we’re building a plane as we’re flying it, just trying to navigate this new landscape. To now be open, we’re all just definitely happy to be here and be a part of the Tribeca community. There’s definitely a unique synergy and chemistry in our work.”

André Savocchi

He also curates the store’s menu, which includes multi-state brands like Wyld Gummies, Kiva Confections, and Select vapes as well as local hits like MFNY concentrates and Umami flower. The menu has to reflect all the multitudes of New York, just like the shop’s environment.

Customers waltzing through Tribeca’s artsy alleys won’t find anyone not named Savocchi on the floor by design. It should feel like coming to your cool family friend’s house, whether you want something to liven up your evening or have a need for something medicinal.

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If you don’t partake, you can still buy the other kind of flowers in the front of the store. Alto’s Tribeca shop also has a second-floor space that will one day (Office of Cannabis Management permitting) become an events and consumption lounge.

Until then, if you’re in Tribeca, why not stop in and smell the flowers?

“I think when we’re all together, we’re not workers. We all have that level of dedication. People walk in, they’re like, ‘Oh, this feels so nice here. This definitely feels like a family vibe,’ even before they even know we’re family. They can actually feel that energy.”

Stephanie Savocchi

Savocchi family stands proudly in front of their dispensary.
(Courtesy Andre Savocchi)



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Torrwood Farm grows their cannabis in living, 200-year-old soil

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Immigrants have always come to the United States in search of a better life. But they can’t anticipate what their descendants might do in a new land. Lucas Kerr’s industrious ancestors likely never would have guessed that, one day, sprawling cannabis plants would grow on their family farm. 

Kerr’s family came from Scotland in 1840, settling in the Catskills in 1846 on a few hundred acres to jumpstart their American dream. Torrwood Farm, as it’s called, has been many things over the last two centuries—harvests of organic crops, a horse farm, replanting sites for chestnut trees, and a water farm with some of the cleanest water in the country. Now, the leafy stalks of cannabis grow among black walnut trees, seasonal veggies, and apple orchards. 

Torrwood Farm photo on Leafly
“We’re never going to be the Walmart of cannabis,” says Torrwood Farm owner Lucas Kerr. “But we don’t want to be a mom and pop. We want to be somewhere in the middle.” (Torrwood Farm)

Kerr didn’t expect to go into farming. He’d visit the historical site with his extended family for holidays, but his dreams lay elsewhere. During the Iraq War, Kerr joined the military, working his way up the ranks to the coveted 75th Ranger regiment. He did, as he puts it, “quite a few” tours, and rejoined civilian life with a business plan contracting with the Department of Defense. But he was noticing that many of his fellow veterans weren’t faring so well. Veterans dealing with injuries were given opioids without much supervision or consideration for adverse effects, while others struggled to cope with the post-traumatic stress of combat after an abrupt return home. 

“I lost more friends to suicide and to the opioid epidemic, where the VA was just giving out pills like candy… It was insane. As I got more involved and evolved within the cannabis industry, I just said, ‘this is the answer for a lot of these guys.’”

Lucas Kerr, Torrwood Farm

Kerr discovered, as many veterans—including cannabis pioneer Dennis Peron—do, cannabis provided a holistic, medicinal alternative. While New York had established its medical marijuana industry in 2016, it exclusively licensed multistate operators with a limited range of products.

After the passage of the 2018 Farm Bill, Kerr began researching hemp, hoping to eventually manufacture bandages for the army. He was living in California when the pandemic hit, but took the risk to fly back to New York and break ground on his first hemp harvest. “I just bootstrapped it and went out there with no farming experience, and just started figuring it out on the fly,” he told Leafly this fall.

Kerr began farming hemp in anticipation of New York’s adult-use legalization, and got his cultivation license in 2022; he later also acquired licenses for processing and distribution. But cannabis is a fickle plant, and after a long search for the perfect lead grower, Kerr hired Paul Bernal to take the cultivation reins. 

Bernal grew up in New England but learned the cannabis trade in Humboldt, California. His methods reflect the symbiotic, California approach. He tries to feed the grow from materials found around the farm, harness the sunlight, and cultivate for both terpenes and cannabinoids. 

“We want to give people uniqueness…The one thing that I was always taught from these old hippies is, ‘take care of the soil.’ It’s all about the local biology that you put into the soil—that then will give you the best outcome you could expect with working with nature for that year. So every year is different. Every plant is different.”

Paul Bernal, Torrwood Famrs

Torrwood currently cultivates, processes, and distributes a growing roster of products, including flower for Doobie Labs, prerolls for Dash and Weekenders, and a new line of gummy edibles. Both Paul and Lucas anticipate 2025 will be the year for Torrwood’s own brand to launch with a line of unique genetics to allow consumers, as Bernal puts it, “push the vision into whatever direction that they want to go into.” The harvest season has become a family affair, with Kerr relatives pouring in to help prune the plants.



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Cannavita dispensary brings fine-dining hospitality to cannabis

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What makes a great restaurant experience? The food, obviously. Service is also paramount. And the space itself can’t be overlooked.

Astoria, Queens, is full of top-notch eateries, from Greek to Vietnamese to Venezuelan. Earlier this year, they added cannabis to the menu with the opening of a handful of legal dispensaries. One of the best is Cannavita Dispensary, located at 30-30 Steinway Street. 

Cannavita general manager Allie Carney and owner Marko Popovic met years ago while working in New York City’s restaurant industry. They learned the ins and outs of how to provide guests with an unforgettable dining experience. Now, they have a fleet of native Queens budtenders working with them to apply the same hospitality principals to shopping for cannabis.

“Every brand has some story behind it. We want to provide Astoria the best possible products from the cannabis market.”

Marko Popovic, co-owner of Cannavita

Cannavita is located on a street full of restaurants and stores. For commuters and munchers on the go, they provide quick work during a busy day. Cannavita’s menu offers hundreds of choices for consumers across flower and prerolls, edibles, vaporizers, and concentrates, with brands like Electraleaf, Chef For Higher, KIVA, Aeterna, and Blotter on deck. Their team largely hails from Queens as well, giving a local texture to patrons seeking recommendations.

Cannavita hero 2 street sign
(Christian Brown / Leafly)

“Marko and I have known each other for so many years; we come from restaurants, so now to finally have something [where] we can take that customer service and put it into reality—none of this is lost on us.”

Allie Carney, manager at Cannavita

Popovic received his CAURD license along with a silent partner who had a previous cannabis charge. Both he and Carney emphasize that equity and social justice are a huge part of Cananvita’s model. Cannavita collaborates with justice-focused organizations like the Last Prisoner Project and hosts regular social events to elevate locals’ experiences with cannabis.

“Prioritizing people, justice-involved individuals, who’ve had their lives burned by the War on Drugs. We want to make sure that we contribute to those efforts.” 

Allie Carney, manager at Cannavita

Beyond Cannavita, Carney and Popovic encourage locals and visitors to indulge in the full Astoria experience when they visit. There’s an endless list of restaurants, riverside parks, and the museums (we love Museum of the Moving Image, an interactive museum that celebrates cinema, television and visual media) nearby.

As Cannavita’s one-year anniversary approaches in spring 2025, Carney says that the dispensary’s ethos is to be the best in the business, and to foster a sense of “peace and community and comfort,” for everyone who walks in the door.

Cannavita dispensary exterior outside
(Christian Brown / Leafly)

Cannavita’s team delivers on that mission with a rich events schedule including yoga seshes in the morning and art gallery parties at night. Follow Cannavita on Leafly for updates on deals, events, and new product drops. And next time you’re in Astoria, stop by the posh storefront, which looks and feels like a luxurious tropical getaway from the concrete jungle.


What are you smoking, New York? Keep up with New York’s favorite strains, dispensaries, and events on Leafly‘s New York homepage.



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