Concert goers and music lovers returning to DTE Music Theatre in Clarkston, Michigan this summer will more than likely see some cannabis—but only in marketing.
The venue, formally called Pine Knob, has signed a five-year marketing deal with Troy-based Lume Cannabis Co. that includes a newly-established lounge called the Tree House.
Like any older concert venue, DTE, which opened in 1972, has a long, smoky history. However, it has not, and still won’t, permit consumption of cannabis on its premises even though patrons will see signs and branding for Lume around the park.
The amphitheater is operated by 313 Presents, a joint venture between Ilitch Holdings Inc. and Pistons Sports and Entertainment, which controls most major venues in the metro Detroit area including Comerica Park, the Fox Theatre, and Little Caesars Arena. This is 313 Presents’ first deal with a cannabis company.
Cannabis is legal in Michigan, but users cannot legally smoke in public and businesses must be zoned for marijuana consumption. Throughout the rest of DTE’s venue, using cannabis is not permitted in the 6,000-square-foot Tree House at the west entrance, despite the use of a slang term for marijuana in its name.
Lume will sell branded swag and give out information on its 18 dispensaries, which stretch from Sault Ste. Marie in the Upper Peninsula to Kalamazoo and Walled Lake. Each location sells recreational cannabis, and some are licensed for medical sales.
Lume’s website says stores in metro Detroit, Southfield and Berkley are “coming soon.” The company plans to double its store count by the end of 2021.
“We’re thrilled to announce this dynamic marketing partnership with 313 Presents, which provides educational opportunities to expand cannabis’ place in wellness, recreation, and lifestyle settings,” Lume CEO Dave Morrow said. “Lume is actively leveraging live events and strategic brand partnerships to bring communities together and create memorable experiences. We look forward to building a strong, lasting relationship with 313 Presents.”
According to DTE’s website, its concert lineup will return July 25 with rock band Chicago.