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As many as 60,000 people are expected to flood into Palm Springs over the next two weekends for an upscale dance party called Splash House, where the exclusive cannabis sponsor will be as prominent as the poolside DJ sets and misting fans.
The event, taking place across several tony resorts and a cavernous museum, will feature one of the most significant weed partnerships for a mainstream music festival to date.
The deal between Splash House and Green Dragon dispensary—which includes a consumption lounge, interactive kiosks, branded merchandise and a mobile app for orders and deliveries—continues to usher in the return of in-person events and signals a renewed appetite for cannabis tie-ins.
The fest may serve as a model for other partnerships between entertainment events and weed brands, its organizers say.