The company will announce additional lifestyle partnerships with groups in these categories in the coming months. 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. DTE Energy Music Theatre's 2021 event lineup includes performances by Chicago, The Black Crowes, Dave Matthews Band, Kings of Leon, Maroon 5, KISS, Brad Paisley, Alanis Morissette, Zac Brown Band and many more. Inspired by the soul of Detroit, 313 Presents promotes and produces concerts, theatrical productions, sporting events and shows at six world-class venues across southeast Michigan, including Little Caesars Arena, Fox Theatre, Comerica Park, DTE Energy Music Theatre, Meadow Brook Amphitheatre and Michigan Lottery Amphitheatre. "This relationship provides our guests with a unique opportunity to learn more about another leading lifestyle brand." "Lume's innovative marketing strategy and emphasis on live events makes them an ideal partner of DTE Energy Music Theatre," said Howard Handler, President of 313 Presents. The venue accommodates 15,000 attendees and hosts an average of 50 live events each summer, featuring some of the most renowned names in music and entertainment. Ranked #1 in the top 100 amphitheaters worldwide in Pollstar's 2019 Year End Rankings, DTE Energy Music Theatre is an iconic music venue in Michigan that has hosted a wide array of talent since opening in 1972. We look forward to building a strong, lasting relationship with 313 Presents." "Lume is actively leveraging live events and strategic brand partnerships to bring communities together and create memorable experiences.
"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," said Dave Morrow, CEO of Lume Cannabis Co. 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. 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. One Lume employee told Michigan News Time that employees were notified Monday of the store closures and told it was because of lower sales.Ī Lume retail executive told MJBizMagazine last year that his mandate was to help increase the number of stores to 100 by 2025.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. The Troy-based company, which employs roughly 1,000, said its stores would number 32 after the closures and additional openings.Įmployees who worked at the Lume stores being closed will have the opportunity to apply for positions at other company stores in Michigan. “We remain absolutely committed to growing and deepening our retail footprint in communities across Michigan,” Hellyar added.
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“This realignment is a key part of our strategy to maintain and strengthen our position as Michigan’s leading cannabis retailer,” Lume President Doug Hellyar told Marquette TV station WLUC, which serves the state’s Upper Peninsula. Lume employees reportedly were told that the shuttered stores – in Bay City, Cheboygan, Christmas and Southfield – had experienced sales declines.
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