Putting the Pinene in Pine Knob
A rendering of the Lume “Tree House” located inside DTE Energy Music Theatre
Lume Cannabis Co. has announced a partnership with Detroit event producer 313 Presents to become the exclusive cannabis brand of 313 Presents’ DTE Energy Music Theatre in Clarkston. The announcement represents the very first integrated, activated cannabis partnership in 313 Presents’ portfolio, which will include marketing opportunities spanning culture, music and entertainment.
Per the five-year agreement, DTE Energy Music Theatre will include Lume branding throughout the venue, including widespread signage, a dedicated 6,000 square-foot “Tree House” lounge and satellite activations throughout the venue. Located inside DTE Energy Music Theatre’s West Entrance, Lume’s newly built “Tree House” provides ample outdoor space for concert goers to socialize and enjoy food and beverage offerings. Cannabis consumption and purchase is not permitted on-premises; however, the lounge contains indoor areas where guests can purchase Lume-branded merchandise and learn about the company’s retail offerings across its 18 off-site recreational dispensaries.
The partnership is well-timed with the reemergence of live events and the launch of Lume’s new brand campaign, “Life, Amplified.” The campaign celebrates how cannabis can be safely enjoyed in live entertainment, health, fitness, wellness and other day-to-day settings. The company will announce additional lifestyle partnerships with groups in these categories in the coming months.
