pine park michigan

A Celebration of Collaboration

In August 2024, DogHouse teamed up with California-based cannabis creators Pine Park to launch our newest strain and a collaborative rosin line with Eastside Alchemy. My role? Nearly everything needed to make this event unforgettable. From initial planning to the night of, I was fully involved.

On the marketing side, I led email campaigns, social media outreach, SMS marketing, and in-store merchandising to build anticipation. I also visited retail locations to connect with staff and promote the party in person while helping to secured the venue, line up sponsors, and design the interior to set the perfect vibe. The activations, packaging for exclusive rosin jars, and limited-edition VIP box (100 total made) were all crafted by me to make a strong impression. Each VIP box included our newest strain, the rosin, and a commemorative figurine, adding an extra layer of exclusivity.

With a team of just three, we handled every detail—from coordinating with talent and sponsors to selling out the celebratory party t-shirts that I designed. The night was a huge success, with 1,500 tickets distributed and a line of 300 people waiting to get in before the doors even opened.

Event Planning and Coordination

For the Pine Park Michigan Party, I crafted an immersive experience that connected our brand’s Detroit roots with the nostalgic spirit of Pine Park, a California-based cannabis brand named after a secret smoke spot where the founder, Hecz, would go as a young adult. The event was designed to recreate that sense of freedom and connection—your own “Pine Park.” We chose a tucked-away venue in Detroit, a location that embodies the "if you know, you know" vibe, giving attendees the feeling of being in their own personal hideaway.

To bring the atmosphere to life, I organized unique activations, including a rolling competition, gaming challenges, a live art display by Hecz, an infused ice cream bar, and custom airbrushed merch, all designed to help guests feel at home while letting loose. On top of all of that I assembled a lineup of Detroit's biggest DJs featuring Sheefy McFly, DJ Myint, and The Saunderson Brothers.

Throughout the night, I managed logistics by checking in with sponsors, talent, and vendors, ensuring everything ran smoothly for our 1,500 guests and fostering a community vibe that captured the essence of Pine Park.

Here are the texts our attendees received throughout the night:

Packaging and Design

The packaging and design elements for the Pine Park Michigan Party reflected our high-quality, exclusive brand image. I crafted the packaging for limited-edition rosins in collaboration with Eastside Alchemy, developing three unique jars that reinforced our brand’s bold and premium aesthetic. I also designed a VIP Box for Pine Park’s biggest fans, which included the new strain Pink Passion, exclusive rosin jars, and a 3D-printed figurine, "Boo," designed by All Motion Studio. The box, with only 100 produced, became a collector’s item, underscoring the exclusivity of our event and the high demand for Pine Park x DogHouse collaborations.

Pine Park x DH Rosin Packaging.mov

Marketing and Promotion

Leading the marketing and promotional efforts, I ensured the Pine Park Michigan Party captured the attention of our audience across Michigan and beyond. Through coordinated social media campaigns leveraging a network with a combined reach of over 2.3 million followers, targeted SMS messages, email marketing, and retail outreach, we created an anticipatory buzz around the event. I organized promotional activities, including interactive SMS-driven challenges and scavenger hunts along with updates on the more exciting interactive activations that the Pine Park crew competed in during the event. Additionally, I worked closely with sponsors and talent to amplify our visibility, resulting in a high-energy event that blew away our attendance expectations. All of this worked just as planned through building hype into execution. With 1,500 attendees (hundreds more than expected), and countless shares across social media, this event was a smashing success.

Here's a glimpse at just some of the intial UGC and social media engagement we got:

Pine Park x DH Fan Engagement.mov

Brand Strategy

Adapting DogHouse’s brand identity for the Pine Park Michigan Party involved crafting an experience that combined Pine Park’s California roots with our Detroit edge. From the venue selection to the product designs and social interactions, every detail was tailored to convey a sense of belonging and authenticity that aligns with both brands’ identities. I led the strategic integration of Pine Park’s storytelling into our visual and experiential elements, translating the concept of “your own Pine Park” into a unique setting that Detroiters could connect with, while staying true to DogHouse’s premium positioning in the cannabis industry.

Here's What Went Down

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