"It's its own little thing on campus," said Anthony Merino, Half Fast Subs general manager, about the Boulder 4/20 phenomenon. "But, we do see people coming in ordering milkshakes, Rice Krispie treats and other sweet stuff. The people coming in from campus have a significant impact on us. Then they get pretty tired by around five."

Merino said business might move a little "slower" around these times, when "spaced-out" customers become overwhelmed by Half Fast's large menu and hold up the line. Nevertheless, he said everyone's in a "good mood" on 4/20, so there are rarely any real problems.

"4/20 is Cheba Hut's day," said Lucas Mickley, general manager of the sandwich shop that touts "toasted" subs. "We love our customers on 4/20, and they love us. The lines go around the corner so far that we can't even see them out the building."

Cheba Hut will be offering their 4-inch sub, chip-and-drink combo for $4.20 throughout the day, with a special celebratory twist: All sandwiches will be served on Frisbees with "golden tickets" hidden under five discs. Whoever receives a ticket is granted the gift of free sandwiches from Cheba Hut for one year.

"The amount of business we get on 4/20 is more than enough to cover that cost," said Mickley.

Milton Guevara, general manager of Illegal Pete's on the Hill, will be giving out free cookies to any customer who comes through the store today.

"Everybody loves our cookies," said Guevara, who added that Pete's anticipates twice the number of customers today.

"There are usually no problems," Guevara said. "Things go really smooth. Giving out free cookies has been working out well for the last two years."

"The only problem we have on 4/20 is traffic," said Anthony Wyatt, Papa Romano's Pizza pro team manager. "I suppose everyone has that problem."

Preparing for his first 4/20 at Papa Romano's this year, Wyatt said he was told he can expect "two-to-three times as many people as usual."

Well aware of her business' affectionate nickname "Smelly Deli," longtime University Hill Market & Deli manager Ruba Wahdan refers to 4/20 as "crazy," saying there are "straight lines out the door from 8 a.m. onward."

"Everyone is buying blunt wraps and Zigzags," she said. "It dies down for a little bit for literally 10 minutes around 4:20 (p.m.) and then starts right back again with everyone coming in for sandwich after sandwich after sandwich."

"You get the occasional idiot kid who is high and stupid enough to try to steal from us," said Wahdan, "but we have enough people watching so that it's not too much of a problem."

Wahdan, who "stocks up" especially for Boulder's most hallowed day, says it's not until around 10 p.m. that things die down "when everyone is so drunk and high that they just fall asleep."