Tune In, Turn On
With Doug Deutsch
Music has a long connection with marijuana culture; they go together, as the expression goes, like hand in glove.
Rendezvous 420, promoted as “a music, food, artisan and 420 festival,” is a clever way to shine a light on Atlantic City’s fastest-growing, non-casino, enterprise – marijuana dispensaries. There are a dozen medical/recreational dispensaries currently open in AC, with two dozen more approved to open in the near future.
“One of the key reasons High Rollers Dispensary decided to locate in Atlantic City was to help drive the innovation, advancement and evolution of mainstream cannabis culture,” said Jon Cohn, owner of High Rollers, located at 120 S. Indiana Ave., Atlantic City. “As many of the negative cannabis-related stigmas continue to subside with further safety studies, research, product education, experience and increased social acceptance, we believe that more and more individuals and groups will be looking to (outwardly) integrate it into their social activities.
“To us, this includes the meld of cannabis, hospitality and community,” continued Cohn. “Given that Atlantic City was not only welcoming to the new adult cannabis industry in New Jersey, but was also looking to leverage it to foster redevelopment and increase tourism. That meant that we needed to be far more than a retail store, but rather, a destination.”
Cohn said they spent a great deal of time, focus and capital on the presentation of the store and lounge, but that was just the starting point.
“Our vision has always been to foster and promote both community and tourism events that include music, comedy and other entertainment that can all be enjoyed and enhanced with a complementary cannabis experience. Rendezvous 420 is the first of many planned events on the path to this realization,” he said.
Four reggae and/or rock groups – Splintered Sunlight, Late April, NJ British Invasion and Jah People – will perform in the Celebrity Theater at the Claridge this Sunday, April 20.
There will be food/artisan vendors, raffles and discount rooms (where attendees can purchase a wide array of marijuana products, but must be 21 and over to do so). Tickets are $29 (general admission) to $49 (VIP). Rendezvous 420 is scheduled from noon to 8 p.m. The Claridge is located at 123 S. Indiana Ave.
“Jah People are thrilled to be back in Atlantic City, a place that has become our second home,” said the Philadelphia-based band’s bassist, Dean Rubenstein. “The icing on the cake: we’ll be sharing the stage with our longtime friends, Splintered Sunlight and New Jersey British Invasion.”
Added Splintered Sunlight, “Since the ’60s the Grateful Dead community has supported the legalization of cannabis. As young Deadheads in the ’80s, we could only dream of a day in which people could use cannabis without the shame, stigma or criminal prosecution associated with it. To be able to celebrate this miraculous plant, in public – we never thought we’d see the day, and we’re just so happy and grateful.”
Cohn sees a tough road going forward for dispensaries.
“While the excessive number of stores currently open creates an uphill battle for the success of all, the number of city-approved stores that are not yet open dwarfs those currently operating in an already-saturated retail market. It generally doesn’t bode well for the success of the overall state programs when the result will ultimately be many operators going out of business.
“It’s never a good thing and really kills what could be a very positive thing for all involved – if properly governed.”
Doug is the owner/operator of Doug Deutsch Publicity Services, which since 1995 has been servicing nationally touring acts, and working record release campaigns for clients. Doug can be reached at ShoreLocalDoug@gmail.com
