April 20—better known as 4/20—may have landed on a Monday this year, but that didn’t stop La Crosse from leaning all the way into the greener holiday. For the third consecutive year, local businesses Carbon Co. and Sensi partnered to create an experience-centered event celebrating cannabis. Held on April 18 at the La Crosse Center from 3-7 p.m., tickets were sold online for $4.20 or at the door for $5.
Unlike previous years, the event did not feature a musical guest or comedy hour. Stephanie Weber, co-founder of Carbon Co. and Sensi, said, “I think everybody just wants to have a good experience because no matter what we did, we had a great turnout.”
With activities ranging from ‘high healing sessions’ to a patio smoke-out at 4:20 p.m., this year’s theme was Garden Party–a theme that was echoed in the holistic experiences offered throughout the day.
In an interview with The Racquet Press, Weber also emphasized the company’s deep roots in the area: “La Crosse is where our business is. La Crosse is where we grow. La Crosse is where we extract. We love La Crosse. It’s been home. It’s been welcoming to us.”
Vendors at the event shared a similar sentiment. “This is real Wisconsin right here,” said local artist Tommy Orrico.
4/20 on Front Street drew a wide range of attendees, with people from all backgrounds across the area coming to see what the event had to offer. While this year marked the event’s largest attendance yet, Weber said it will be their last time hosting 4/20 on Front Street.
Following a federal regulation change set to take effect in November 2026, hemp-derived THC products are expected to face significant policy changes affecting Wisconsin. Because the state has not legalized recreational marijuana, hemp-derived THC products have served as a widely accessible alternative.
“Everything will be done. We’ll be done. But we’re just really hoping that somebody does their job because Wisconsin loves this. People have spoken. This is something that helps,” Weber said.
Weber added that the most pushback businesses received came in the form of calls to health inspectors, but Carbon Co. and Sensi are fully licensed hemp businesses, making their sales legal in Wisconsin. She also emphasized the importance of education, noting that the businesses aim to expand awareness through their lobbying efforts and social media campaigns.
Despite uncertainty surrounding the future of hemp products in Wisconsin, the community showed strong support for the event, with nearly 400 attendees visiting the La Crosse Center. Weber was hopeful numbers like these would contribute to bipartisan support from local legislators.
“We’ve been actively in conversation with both sides of legislation, just trying to help mediate and push the discussion forward so we don’t get stuck,” Weber said.
With regulatory changes on the horizon the future of hemp remains uncertain, however, it is clear the community support remains stronger than one may first think.
To continue following Carbon Co. and Sensi’s business you can follow them on Instagram:
