Snoop Dogg Opens S.W.E.D. Shop In Long Beach

Snoop Dogg is bringing his Smoke Weed Every Day brand back to where it all started, with a new brick-and-mortar shop in Long Beach set to open on Saturday. Organizers are billing the launch as a hometown homecoming, part retail, part pop-up and part culture showcase, complete with live music, vendors and a midday ribbon-cutting.

Opening day plans and where to go

According to a press release shared with KTLA, S.W.E.D. Long Beach will welcome guests Saturday on a tight schedule: doors open at 8 a.m., festivities kick off at 10 a.m., and a noon ribbon-cutting will include the city presenting a certificate to Snoop Dogg. The brand’s Long Beach page lists the shop’s address as 2115 E. 10th St., and California licensing records show S.W.E.D. holds an active adult-use retail license for that location.

What you'll find inside

Organizers describe the storefront as an immersive crossover of retail and music culture, with plans for retro arcade games, Snoop’s personal lounge, two live DJ booths and a state-of-the-art hologram worked into the interior. Those elements, along with memorabilia touches such as Snoop’s Hood Rich Lowrider, appear in press materials and local coverage, including reporting by GratefulWeb.

Local hires and city ties

The opening is already being framed as a local jobs play. The City of Long Beach has posted cannabis-related positions connected to the store, and recruiters are circulating listings for budtenders and managers. Both the Long Beach Post and the city’s official job board note that organizers hope the rollout will generate retail jobs and vendor opportunities in East Long Beach.

Part of a wider rollout

S.W.E.D. is one piece of Snoop’s expanding cannabis and lifestyle portfolio, which already includes locations outside Long Beach and international projects. "Opening S.W.E.D. in Long Beach is my way of showing love to the community that showed love to me," Snoop said in a statement, according to KTLA. Earlier S.W.E.D. debuts, including the first licensed shop near LAX, were chronicled by outlets such as NME.

For Long Beach locals, the S.W.E.D. launch lands in the middle of a packed city calendar. Snoop is also slated to headline the grand opening of the city’s new waterfront amphitheater in early June, a move that will further boost his public profile and commercial footprint in town. NBC Los Angeles has covered the amphitheater’s debut plans and Snoop’s role in breaking in the new venue.