At 7:30 a.m. on New Years Day, dozens of members of the media, marijuana policy reform advocates, elected officials, and business leaders crammed in the cavernous lobby at 3D Cannabis Center while hundreds of eager shoppers waited outside in the snow for their chance to participate in the historic day when cannabis was first sold legally, regardless of medical status, in the post-prohibition era.

The press conference, orchestrated by the National Cannabis Industry Association, the Marijuana Policy Project, and Sensible Colorado, highlighted the social, economic, and health benefits of selling marijuana through a regulated market. Speakers Betty Aldworth, Mason Tvert, and Brian Vicente — the leaders of Colorado’s Amendment 64 campaign — highlighted some of the actual and protected benefits of Colorado’s tax-and-regulate system for adult use marijuana, including plummeting arrest case filings, significant sales contributing to a vibrant market, and the resulting tax revenue.

The press conference was immediately followed by the world’s first legal sale at 3D Cannabis Center, an NCIA Founding Member. Toni Fox, 3D’s owner, conducted the sale to Sean Azzariti, a combat veteran suffering from PTSD who knew cannabis could help him but was previously unable to access it legally.

Following the sale, NCIA members and staffers spent the remainder of the day visiting other adult-use marijuana establishments around the city where long lines full of happy customers snaked around buildings. In the first day of legal sales, it is conservatively estimated Colorado’s 37 open stores conducted well over $1 million in sales. Most observers intend to revise adult use and medical marijuana sales projections for 2014 upward from original estimates of between $400 and $600 million.