Michigan-based cannabis retailer JARS Cannabis is turning up the volume on concert season this summer through its expanded partnership with 313 Presents, bringing a bold brand presence to two of Metro Detroit's most iconic music venues, Pine Knob Music Theatre and Michigan Lottery Amphitheatre at Freedom Hill.
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The move reflects a growing trend of cannabis brands engaging with mainstream spaces, offering fans new ways to connect with local brands during the live events and cultural moments that define summer in Michigan.
At Pine Knob, JARS is reintroducing a dedicated on-site space as The Block by JARS – a retail-style, branded area near the UWM West Entrance where fans ages 21 and older can shop JARS-branded merchandise and learn more about the products available at JARS' 30 Michigan retail locations. Open all season long, The Block by JARS offers a lifestyle-focused brand experience beyond the traditional retail setting. The surrounding open-air deck, operated by the venue, serves as a communal beer garden and gathering space where guests can enjoy food and beverages before and during the show. In compliance with venue and state regulations, cannabis sales and consumption are strictly prohibited on site.
“Pine Knob and Michigan Lottery Amphitheatre are summer destinations for people across Michigan. We see this as an opportunity to be more than a retailer and be part of the experiences that bring people back year after year,” said Raymond Abro, COO at JARS Cannabis.
The sentiment is shared by 313 Presents, who see the partnership as a chance to enhance the fan experience.
“We are excited to expand our partnership with JARS Cannabis by welcoming them to Pine Knob Music Theatre and increasing their visibility at Michigan Lottery Amphitheatre,” said Howard Handler, President of 313 Presents. “This is an innovative collaboration which will provide our guests with a unique opportunity to learn more about the lifestyle and its brand.”
JARS is also building on its presence at Michigan Lottery Amphitheatre, now in the second year of a three-year partnership. The venue's general admission lawn has been renamed the JARS Lawn, offering high-impact brand visibility throughout the season. Additionally, fans ages 21 and older can visit the JARS-branded pop-up tent on the main concourse for swag giveaways and coupons redeemable at any JARS Michigan location.
“This isn't about just showing up with a logo. It's about building real connections in the places our customers already go and giving them a new way to engage with the JARS brand,” added Abro.
Beyond signage alone, the partnership brings JARS into high-traffic fan areas at both venues, including entry points, walkways, and stage-adjacent zones, as part of a larger effort to connect with Michigan audiences in cultural spaces they already love. New this year at Michigan Lottery Amphitheatre, fans will also encounter custom interactive signage co-created by JARS, NYDAC, and Throwing Star Collective, featuring speaker-inspired designs that celebrate the intersection of music, cannabis, and culture.
For more information, visit www.shopJARS.com or follow @JARS_lifeon Instagram. For venue updates and concert schedules, follow @313presents, @pineknobmusic, and @milotteryamp.
About JARS CannabisJARS Cannabis is a privately held, multi-state operating cannabis retailer with a portfolio of recreational storefronts inArizona,Colorado, andMichigan. Headquartered inTroy, Michigan, JARS established operations in 2020 and has grown to 50 retail storefronts across the US, while offering approximately 6,000 product SKUs from more than 250 emerging and established cannabis brands of various categories and price points. As a culturally inspired organization, JARS is on a mission to rewrite the existing narratives that surround cannabis and seeks to empower the future leaders of our industry while creating an inclusive environment that is fueled by celebrating the intersection of cannabis with creativity, community, and collaboration. Employing a community-focused approach, JARS Cannabis is committed to providing the highest quality of products, with the widest variety of options, at prices people can afford, ensuring the integration of cannabis into any lifestyle is both easy and approachable. For more information, visitwww.shopJARS.com or follow @JARS_life on Instagram.
About 313 Presents313 Presents is Detroit's premier live entertainment company. Inspired by the soul of Detroit, 313 Presents promotes and produces concerts, theatrical productions, sporting events and family shows at six world-class venues across southeast Michigan including Little Caesars Arena, the historic Fox Theatre featuring Proud Partner Comerica Bank, Comerica Park, Pine Knob Music Theatre Presented by Proud Partners United Wholesale Mortgage, Trinity Health and Ally, Meadow Brook Amphitheatre Presented by Proud Partner Oakland University Credit Union and Michigan Lottery Amphitheatre. Headquartered in The District Detroit, 313 Presents is a joint venture between Ilitch Sports + Entertainment and Pistons Sports & Entertainment. For additional information, visit313Presents.com.
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