(CBS DETROIT) – Lume, a Michigan-based cannabis company, announced a partnership with 313 Presents, Detroit’s premier live entertainment company, on Tuesday, June 22.
Lume will be the exclusive cannabis brand for DTE Energy Music Theater at 313 Presents in Clarkston, Michigan, through this partnership.
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Under the five-year agreement, the DTE Energy Music Theater will include the Lume brand throughout the venue, including widespread signage, a dedicated 6,000 square foot Tree House lounge and satellite activations.
The Tree House Lounge will be located inside the West Entrance of the DTE Energy Music Theater and will provide an outdoor space for people to socialize and enjoy food and drink.
Consumption and purchase of cannabis products is not permitted on the premises. Still, the salon has spaces where people can shop for Lume-branded products and learn about the company’s 18 off-site recreational clinics.
“We are delighted to announce this dynamic marketing partnership with 313 Presents, which provides educational opportunities to expand the place of cannabis in wellness, leisure and lifestyle environments,” said Dave Morrow, CEO of Lume Cannabis Co. “Lume actively leverages live events and branded strategic partnerships to bring communities together and create memorable experiences. We look forward to building a strong and lasting relationship with 313 Presents.”
The DTE Energy Music Theater has hosted a wide range of talent since it opened in 1972 and hosts 15,000 attendees and hosts an average of 50 live events each summer.
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“Lume’s innovative marketing strategy and focus on live events make it an ideal partner for the DTE Energy Music Theater,” said Howard Handler, president of 313 Presents. “This relationship offers our clients a unique opportunity to learn more about another leading lifestyle brand. “
The collaboration is timely with the reappearance of live events and the launch of Lume’s new brand campaign, “Life, Amplified”.
The purpose of the campaign is to celebrate how people can safely enjoy cannabis in entertainment, fitness and other daily activities.
Lume will kick off the campaign with an outdoor yoga event hosted by Citizen Yoga, taking place at the DTE Energy Music Theater on Saturday, July 24 at 9:00 a.m.
To learn more about Lume, visit www.lume.com.
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