Michigan Theater Names Lume as Official Cannabis Brand

DTE Energy Music Theater, one of Michigan’s largest concert venues, has entered into an agreement to make Lume—the state’s largest cannabis company—its official cannabis brand, the Detroit Metro Times reports. The venue also plans to open a consumption lounge and sell Lume products for use during events.

John Gregory, chief marketing officer for Lume, said the partnership with DTE Energy Music Theater is the company “trying to take cannabis out of the shadow put it in the spotlights and get it into the culturally mainstream events.”

“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.”— Gregory to the Metro Times

The five-year agreement includes branding and signage throughout the venue, along with retail sales that people will be able to pick up later in Lume stores. Neither on-site consumption nor sales at the venue will launch immediately as the Music Theater is located in Independence Township which does not currently allow adult-use sales.

Lume also has the right of first refusal for any company that 313 Presents has contracts with, including the Fox Theater, Little Caesars Arena, and Comerica Park. Gregory said the branding will be removed or covered up during family-friendly events.

The agreement with DTE Energy kicks off this weekend with Yoga on the Lawn. The event will include Lume’s CBD wellness products.