New York cannabis retailer The Travel Agency has become the first marijuana business to advertise in Playbill, the magazine serving Broadway and Off-Broadway theater enthusiasts.
The advertisement, which directs theatergoers to “Experience a Matinee for Your Mind,” coincides with The Travel Agency opening its third retail store on Fifth Avenue near the city’s theater district.
Located near Radio City Music Hall, The Travel Agency is popular among performers, theater professionals and audiences.
The company’s senior manager of brand engagement, Srda, began their career in theater, working on productions such as “Mothers and Sons” and “Spring Awakening.”
“I remember organizing underground 4/20 concerts with some of today’s Broadway performers,” Srda said.
“We used to be scared to promote them, so it’s amazing to see cannabis now recognized as a legitimate part of the culture.”
In addition to its partnership with Playbill, The Travel Agency is sponsoring new musicals such as “An Axemas Story at 54 Below.”
It also launched an online guide featuring cannabis products designed for theater lovers.
“Cannabis allows you to let go and go on a journey,” said Amirose Eisenbach, the producer of the revival of “Reefer Madness.”
“Theater audiences, especially older generations, are often intimidated by cannabis. But when they experience knowledgeable, approachable spaces like The Travel Agency, it bridges the gap … they realize cannabis can coexist with a sophisticated art form.”
