Cannatourism is also a burgeoning industry, and 4/20 marked the launch of InnDica, an online travel platform based in L.A. that will allow pot fans to rent an 18,000-square- foot house in Mt. Olympus with a private pool and screening room for cannabis-friendly parties. "It's like if Airbnb and Eventbrite had a baby," says founder Monique Fitzgerald, who aims to roll out full services by summer. Adds Cindy Capobianco, co-founder of Hollywood cannabis wellness brand Lord Jones: "The normalization has happened more quickly than even I expected. But we [Angelenos] live in a bubble."