A Day of Dual Celebration🐰🍃
This year, 4/20 happened to fall on Easter Sunday, making it a day of double celebration for many in Sacramento. While some families gathered for egg hunts and ham dinners, others came together to celebrate cannabis culture and legalization—and right in the heart of it was The Sanctuary, featured on CBS Sacramento Channel 13 during their 4/20 coverage.
📺 Missed the segment? Watch it here. We were honored to be spotlighted in a report by Esteban Reynoso, highlighting both the festive energy of the day and the realities of operating a cannabis dispensary in today’s climate.
“Honestly, it was a good time,” said Sanctuary visitor America Barajas. “I hung out with my family… and now I’m ending the night with a little 420—so a little bit of it all.”
As customers flocked to The Sanctuary for exclusive 4/20 deals and to celebrate the holiday, the piece also touched on something we at The Sanctuary care deeply about: the challenges faced by the cannabis industry.
“A lot of people think cannabis is this million-dollar venture,” shared Trevor Davis, Operations Manager at The Sanctuary. “It’s incredibly hard.”
Trevor, who’s been with us for five years, gave viewers a candid look at what it’s like to run a cannabis business today. Despite public perception, rising taxes, price pressure, and shrinking margins continue to challenge licensed operators like us—especially in a post-COVID, inflation-impacted economy.
“In an economy like this, where people are watching their pennies, a lot of shops are pushing value. When you do that, you don’t have as much net sales, so it’s harder to pay the bills.”
Since the legalization of recreational cannabis in 2018, the industry has seen its share of ups and downs. The boom years were real—but now, with over 10,000 licenses surrendered, expired, or canceled statewide, businesses are fighting to maintain their foothold.
But here’s what remains strong: community, connection, and culture. On 4/20, The Sanctuary was buzzing with joy, good vibes, and shared purpose. We’re proud to be a safe and inclusive space where people can come together to celebrate cannabis, explore wellness, and talk honestly about the future of our industry.
💚 Thank you, CBS Sacramento, for telling our story.
We’re not just here to sell cannabis—we’re here to help build an industry that’s fair, sustainable, and deeply rooted in education, equity, and empowerment.
Stay lit. Stay connected. Stay Sanctuary.
Follow us on Instagram @sanctuary.ca, sign up for our email list, or drop by—every day is an opportunity to celebrate responsibly.
