Oh wow, man: DTE Energy Music Theatre has a 'cannabis partner'

July 20, 2021, 6:25 AM

Flowers, edibles and concentrates will be shown at the Lume Cannabis' "Tree House" -- and eventually sold there, the Troy firm predicts. (Concept illustration: Ryan Hermes)

The weed business continues its ascent from banned to branded. The latest sign: A cannabis grower and retailer signed a five-year deal as "the exclusive cannabis brand" of DTE Energy Music Theatre in Oakland County.

Lume Cannabis Co. of Troy ("from seed to sell") will have "widespread" promo signs at the stage, parking lots and seating areas, an executive tells Metro Times. It also will host an open-air lounge with sales of food, beverages and merchandise -- but not its core products for now.

Independence Township doesn't allow marijuana sales, allowed in Michigan for recreational use since December 2019 in communities that choose to participate. John Gregory, chief marketing officer, "expects Lume will sell products there in the second year of operation," Larry Gabriel writes at MT. He quotes the exec:

"Cannabis and music have always gone well together, not tied to a specific kind of music. We can showcase our brand in an unexpected way. ...

"We want to get the taboo and old prohibition sentiments in the rearview."

At its 6,000-square foot "Tree House" lounge inside the west entrance of a venue still widely called Pine Knob, Lume will peddle marijuana accessories, logo hoodies, shirts and caps, and will display cannabis products that can be ordered for delivery or pickup at its 18 stores, it says in a release

Its new relationship with 313 Presents, which handles DTE Music Theatre bookings, ticketing and promotion, kicks off with a charity event this Saturday at 9 a.m. -- Yoga on the Lawn, led by Citizen Yoga founder Kacee Must and featuring a DJ known as MEHUŁ. The $15 fee includes a T-shirt and gift bags from Lume and the yoga studio. (Bring a mat. For a ride from Detroit, email yoga.bus@lume.com.)  

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