April 20, known as 4/20, marks a milestone for cannabis culture in California, with the state celebrating a decade of legal recreational marijuana use and San Diego’s only cannabis lounge marks its first anniversary. Since voters approved Proposition 64 in 2016, the cannabis industry has underg one significant changes, from new regulations to shifting public attitudes. The California Cannabis Equity Act followed in 2018, creating programs to support marginalized and economically disadvantaged entrepreneurs. In 2021, Gov. Gavin Newsom helped establish the Department of Cannabis Control, consolidating regulatory oversight. By 2024, cannabis cafes were legalized, allowing on-site consumption in licensed businesses. In San Diego County, Sessions by the Bay remains the only business offering on-premises cannabis consumption. One year after opening, co-owner Alex Ayon said the venue has become a hub of activity. To the delight of Ayon, the space was packed on 4/20, drawing hundreds of guests. “We have music, we have energy, we have brand partners here,” Ayon said. “It’s been amazing.” The lounge saw 780 reservations upstairs on Monday, along with walk-ins, highlighting growing interest in regulated cannabis spaces. Patrons say the experience reflects a broader cultural shift. “We are going to smoke a lot of weed and eat some good food and enjoy our company together,” one patron told NBC 7 Sessions represents what Ayon describes as the culmination of a 15-year effort to bring a regulated, community-focused cannabis space to life. “Engaging with the city about the regulations, about communicating the vision to the community and the neighborhood and to our partners,“ Ayon said. Ayon said public perception of marijuana has changed significantly over time. “There is a lot more trust in the general public when you think about cannabis use and being able to regulate it properlym and people are very accepting of it now,” Ayon said. Even so, challenges remain. While cannabis is widely available, industry data shows many consumers still purchase products from illicit sources. At its peak in 2021, San Diego collected more than $23 million in cannabis tax revenue. By 2025, revenue had dropped by nearly half. Ayon said education about regulated products is key to competing with the illegal market. “It’s about articulating the value a regulated product holds,” Ayon said. “Third-party tested chain-of-custody of the items we sell to the community. There is a lot of assurance[that] the things you are consuming are safe. “ Some customers said legalization has made cannabis use safer and more accessible. “It’s definitely easier and safer — especially getting it off the street from who knows who,” said a patron. Others see room for growth if the industry continues responsibly. “If people are responsible and we don’t have any big dollar people lobbying against it,” said another. “I think it’s a great opportunity to go very far. “ Ayon is already looking ahead, hoping to expand the concept beyond San Diego. “Hopefully we can model this space in other cities, create these experiences all throughout California and maybe other states at some point,” Ayon said. This story was originally reported for broadcast by NBC San Diego. AI tools helped convert the story to a digital article, and an NBC San Diego journalist edited the article for publication. ...read more read less