Scott Schmidt is executive director of Emerald Village West Hollywood, an organization founded in 2021 to champion the city’s cannabis businesses and promote it as the world’s cannabis capital. With a 3-day 4/20 weekend event ahead, Schmidt shares how West Hollywood blends celebration with responsibility.
Q: Tell us about the 420 week events coming up this weekend—the Easter egg hunt?
Scott Schmidt: We’ve got a city-wide scavenger hunt Friday through Sunday. Emerald Village works with all the licensees to promote West Hollywood as a cannabis destination. Nug Hunt, which does cannabis-related tours, reached out about a collaboration since Easter and 420 coincide. We focus on West Hollywood’s unique cannabis destinations, dispensaries, lounges. They’ve also partnered with businesses like Earth Bar, Tea Gardens, Junior Cookies. It’s a fun weekend-long event to check out spots around West Hollywood, get special deals, and have a good time.
https://wehoonline.com/scott-schmidt-west-hollywoods-4-20-responsible-cannabis-celebration/
