Green Thumb Industries (GTI), the parent company of RISE Dispensaries, stepped into new territory with an innovative collaboration at one of Chicago’s premier music venues, The Salt Shed. The partnership launched RISE at Salt Shed, a first-of-its-kind, on-site retail experience featuring hemp-derived Delta-9 THC products—marking a bold move to unite cannabis and live entertainment.
This exclusive two-year agreement, which began on January 1, 2025, marked The Salt Shed’s most significant venture with a cannabis brand to date. The goal was to elevate live music events by offering concertgoers convenient access to trusted cannabis products. GTI’s CEO Ben Kovler praised the synergy between the venue and GTI’s flagship brand, RYTHM, emphasizing their shared vision of delivering immersive and forward-thinking experiences.
The RISE at Salt Shed store debuted within the Fairgrounds—an open-air festival space nestled between the concert venue and the Chicago River. The storefront featured a modern, industrial design that honored the historic nature of the building. On event days, fans could shop a curated selection of items, including lighters, water bottles, apparel, and hemp-derived THC edibles and beverages from GTI’s top brands, such as incredibles, Beboe, and the award-winning Señorita THC Margarita.
All products available at the shop complied with federal Farm Bill regulations and were manufactured in licensed, cGMP-certified facilities. Each item came clearly labeled with potency and ingredient details and included a QR code linking to third-party lab results—providing a transparent and responsible retail experience.
The collaboration went beyond retail, infusing The Salt Shed with the RYTHM brand through interactive installations, artist partnerships, and immersive activations for both audiences and performers. Certain shows, presented exclusively by RYTHM, featured enhanced experiences and surprises to encourage fans to “Find Your RYTHM.”
Victor David Giron, CFO of 16” on Center—the group behind The Salt Shed—highlighted the natural alignment between the two brands. He credited GTI’s expertise in merging cannabis with cultural and creative moments, stating that the partnership aimed to raise the standard for live entertainment in Chicago.
Although GTI operated several licensed recreational dispensaries across Illinois, the RISE location at The Salt Shed offered only hemp-derived THC products. This legal distinction allowed it to operate outside the state’s regulated recreational cannabis licensing system, affording GTI greater flexibility and access to a wider audience. The model also reflected a broader shift among live music fans who increasingly leaned toward cannabis rather than alcohol.
The Salt Shed, once home to the historic Morton Salt warehouse, had become one of Chicago’s top-tier music destinations since its transformation in 2022. With both indoor and outdoor stages, it welcomed more than 600,000 guests annually and hosted an array of world-class performers. GTI’s involvement with the venue highlighted a growing cultural trend—where cannabis is becoming a staple in mainstream entertainment.
As cannabis continued to gain wider acceptance, the collaboration between RISE and The Salt Shed stood as a bold example of how music venues, cannabis brands, and consumers could connect in a post-prohibition era, where culture, creativity, and cannabis all came together.