The spend would be on placement and wall rental not on the quality of the artwork.
Also Canopy has their own internal brand team (so does Hikku, I have a friend who works on it) and I believe they are also working with Cossette in Toronto which is likely a couple million a year by any ad agency costing standard especially if they’re on retainer).
Also marketing accounts for things like the fashion show, pop-up events, product placement etc
there are always a few toxic tonys and negative nancys that just don't get enough blink in their lives... not enough empty attention--- outstanding eye catching tweed banner