The Evolution of 4/20: From Secret Code Word to Worldwide Cannabis Celebration

As April rolls around, cannabis enthusiasts everywhere eagerly look forward to one special day: April 20th, or 4/20, as it’s affectionately called. This day has become a global celebration of cannabis culture, a time for bonding over this beloved plant and standing up for marijuana advocacy.

Today, cannabis culture’s ultimate holiday looks like smoky celebrations at music festivals, cannabis-themed movie nights, indulging in various munchies, and scoring big on dispensary discounts in states where weed is legal.

However, 4/20 wasn’t always the publicly celebrated “marijuana holiday” it is today. It all started as an inside-joke code word for smoking weed and a cannabis-crop-searching quest among friends. 

In this article, discover where 4/20 first originated, its rise as a counterculture movement, the event as we know it today, and its effect on cannabis culture, celebrations, and businesses across the globe.

The Origin of 4/20

The meaning behind “420” and its connection to cannabis used to be a bit of a mystery. Some thought it came from a police code for marijuana possession, while others pointed to Bob Dylan’s Rainy Day Women No. 12 & 35—since 12 times 35 happens to be 420.

However, the most widely accepted story traces back to a group of 1970s bell-bottom-wearing teenage friends from San Rafael High School in California named Dave Reddix, Steve Capper, Jeffrey Noel, Mark Gravich, and Larry Schwartz.

It all started in the fall of 1971 with this group of friends, who became known as “the Waldos” because they hung out by a certain wall on campus. Then, one day, the Waldos caught wind of a rumor from a friend’s brother: a Coast Guard member had planted cannabis crops near the Point Reyes Peninsula but could no longer tend to them. 

Afraid his boss would find out and unwilling to take any more risks, the Coast Guard member created a treasure map to lead the boys to the cannabis plants. The deal was straightforward—if they could find it, the marijuana would be theirs. The Waldos made it their mission to find the hidden weed growing in the forest. 

However, the Waldos soon realized the risks of making marijuana references while at school. They made a ritual out of it, meeting every day at 4:20 p.m. by the statue of chemist Louis Pasteur for their cannabis-crop-searching quest. In their ’66 Chevy Impala, they’d light up as soon as they hit the road, keep smoking to Point Reyes, and continue smoking the entire time they were there—week after week.

This led to “420” becoming their secret code for cannabis—first as “420 Louie,” then simply “420.” While they never actually found the cannabis crops, “420” remained their secret code for cannabis. By the time the boys graduated and went their separate ways, the term “420” had already spread to other friends and acquaintances.

Dave Reddix, one of the Waldos, introduced the word to the band after landing work as a roadie for Grateful Dead bassist Phil Lesh. Thanks to their connections with the Grateful Dead, the term “420” spread beyond their circle of friends and the band. With backstage access and constant exposure to the Dead’s devoted fan base, “420” began working its way into public cannabis culture.

Fast-forward to the early ’90s, and “420” was about to go mainstream. Steve Bloom, a reporter for High Times, was at a Grateful Dead show when someone handed him a flier. The flier invited people to “meet at 4:20 on 4/20 for 420-ing in Marin County at the Bolinas Ridge sunset spot on Mt. Tamalpais.” High Times ran the flier, and just like that, 4/20 was on its way to becoming an international holiday.

“It’s a phenomenon,” Waldo member Steve Capper once said. “Most things die within a couple of years, but this just goes on and on. Capper eventually became the CEO of a payroll financing company in San Francisco, while Bloom later became editor-in-chief of Freedom Leaf Magazine. In a 2017 interview, Bloom acknowledged that while the Waldos coined the term, one mystery remained: who made that legendary flier that cemented 4/20 as a worldwide cannabis holiday?

The Waldos held onto proof of their early use of the term, including postmarked letters from the ’70s, which they later stored in a bank vault. When the Oxford English Dictionary officially added “420” in 2017, it cited those documents as the earliest recorded use.

The Rise of 4/20 as a Counterculture Movement

By the mid to late ’90s, 420 had become a full-blown global phenomenon. Teens, young adults, and even the original Waldos—now parents—had all caught wind of it. With shout-outs to 4/20 in mainstream TV shows, popular music, and just about everywhere in pop culture, 420’s connection to all things cannabis was more widespread than ever. Wikipedia and Urban Dictionary even began to include references to the Waldos and 420 by 2009. 

What had started as a simple hangout time for a group of cannabis-loving friends had grown into a powerful cultural symbol. 4/20 became a day not just for celebrating cannabis, but for advocating its legalization. This led to peaceful protests, rallies, and festivals globally on the date 4/20. 

Activists also embraced this cannabis holiday, organizing public displays where crowds would light up together at 4:20 p.m. These gatherings weren’t only about enjoying cannabis—they were about making a statement about their love for the plant and cannabis legalization. 

While the term 420 had shed some of its more secretive roots of being a code word, it evolved into something even bigger—a “cannabis holiday.” It was now a day of cannabis celebration, coming together to smoke weed, and pushing back against marijuana’s illegal status—something the Deadheads and the Waldos would have proudly celebrated themselves. 

What began as a small counterculture movement has evolved into a global movement that celebrates cannabis as both a safe, recreational pastime and a legitimate medicine for many people. For cannabis advocates, 420 is now more than just a date— it’s a symbol deeply tied to the ongoing fight for cannabis legalization.

4/20—The Mainstream Public Event of Today and How It’s Celebrated

Because of the Waldo’s, 420 became recognized worldwide as both the unofficial time to light up and the date of the ultimate cannabis holiday—April 20th. So how do people celebrate 4/20 today? With cannabis, of course! 

Some gatherings are massive, like the legendary Hippie Hill celebration in San Francisco’s Golden Gate Park, which draws thousands of people. In Seattle, one movie theater has hosted a “dank double feature,” a screening of Up in Smoke alongside the now laughable 1930s anti-cannabis cult classic Assassin of Youth. In Boston, a pottery party is letting attendees craft custom pipes for smoking cannabis. 

Weed-themed block parties and music festivals across the country also help people enjoy this special cannabis holiday. Some of the top 4/20 festivals include:

Mile High 420 Festival in Denver, CO: This is a celebration of Colorado being the first state to legalize cannabis. Cannabis activists from all over the world congregate here to celebrate, fight marijuana stigma, honor the past and future of cannabis, and listen to a killer lineup of well-known cannabis-supporting music artists such as Afroman and Gucci Mane. 

National Cannabis Festival in Washington, DC: Founded in 2015 by a group of cannabis advocates, this festival celebrates the progress of cannabis laws while highlighting both the culture and the nonprofits supporting legal cannabis. This festival features concerts, a Policy Summit, an exhibitor fair, a munchies zone, educational experiences, contests, etc. 

420 Block Party in Missoula, MT: It’s well-known for being the “best and biggest 4/20 party in the northwest,” featuring vendors, food, crafts, captivating live art displays, and exquisite glass creations. It also aligns with the annual Dispensary Tour of Missoula, making it easy to check out the town’s best dispensaries while you’re there.

Amarillo’s Annual 420 Fest 2024 in TX: 420 Fest is a unique all-ages event with tattoo artists, vendors, art installations, and more. 

Tha People’s W33D Festival in Manhattan, NY: This incredible party is known to have $1 prerolls all day long, meditation, flash tattoos, henna, photo booths, spoken word, teach-ins, and more.

How Cannabis Businesses Have Evolved to Celebrate and Capatilaze on 4/20

With numerous legal cannabis markets across the country, 4/20 has also transformed into a major cannabis retail holiday. It’s become such a major retail holiday for cannabis that there’s even fierce competition for media attention and cannabis PR, similar to that of Black Friday in the regular retail world. Essentially, 4/20 has become the “Black Friday of Cannabis Producers.” Data from Flowhub even shows that dispensaries make twice as much revenue on 4/20 as they do on an average Saturday.

On 4/20, dispensaries typically offer big discounts, and even breweries get in on the 420 vibe. For example, SweetWater Brewing in Atlanta was founded by University of Colorado grads, and along with its SweetWater 420 Fest, it keeps the Boulder 4/20 spirit alive. Meanwhile, Lagunitas Brewing in California honors the 420 OGs with its annual “Waldos’ Special Ale,” a tribute to the friends who started it all.

Over time, the 4/20 celebration held by cannabis businesses has expanded beyond just the day itself, with some retailers kicking off festivities a week—or even a month—early.

Key Takeaways

The evolution of 4/20 began as a secret code among a small group of high school friends, but over time, it transformed into a global celebration in cannabis culture. The “420 movement” has influenced both pop culture and cannabis advocacy, transforming April 20 into an international symbol of unity and activism for cannabis enthusiasts. What started as an inside joke has sparked major pushback against marijuana prohibition and evolved into a well-known “marijuana holiday,” drawing thousands to celebrations and festivals across the country. 

Today, 4/20 is more than just a day—it’s a cultural phenomenon, a reminder of the ongoing fight for cannabis legalization, and a time for people to come together and celebrate the plant that brought them together in the first place.