The phrase “Rocky Mountain High” is taking on a whole new meaning since last week’s election in which Colorado voters approved a ballot measure to legalize marijuana.

Now the state, along with Washington, which approved a similar measure, must cope with whether the pot vote is a public relations win or loss. As the spokesperson of Colorado’s ski industry said, we may have to wait for the smoke to clear before we can determine the imact.

The two states have already taking some hits from the late-night talk show hosts.

After the vote, “Tonight Show” host Jay Leno's opening stand-up featured an actor playing a clearly stoned local news reporter eating a cookie during his live shot.

“The Daily Show” host Jon Stewart mentioned that Colorado and Washington state voters had legalized cannabis. He called their reaction “bat (guano) crazy."”

Jimmy Fallon said: “You can tell Colorado is weed-friendly because they just renamed that one team the Denver McNuggets.”

Colorado Gov. John Hickenlooper, who opposed the measure, pulled off the best sound bite when he said after the vote: “Federal law still says marijuana is an illegal drug, so don’t break out the Cheetos or goldfish too quickly.”

Earlier, Hickenlooper said that Colorado is known for many great things, and marijuana should not be one of them. But knowing how overwhelmingly the measure passed—more people voted for the measure than for him or even President Obama—his stance may have softened.

The governor this week was caught posing with both Cheetos and Goldfish.

Colorado tourism officials said the marijuana vote could deter tourists, and the lucrative business visitors.

“Colorado's brand will be damaged, and we may attract fewer conventions and see a decline in leisure travel,” Visit Denver CEO Richard Scharf said in a statement before the vote.

But for some, it’s an attraction.

Actor and writer Seth Rogen, who calls himself Hollywood's biggest stoner, tweeted "Moving to Colorado." And then there’s this tweet from actor Bruce Campbell: “Did I mention that Colorado & Washington are two of the most beautiful states ever? I intend to visit them both — you know, for the scenery.”

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