The night runs on the part nobody sees.

Every national event has two versions of itself. The one the crowd sees — and the one that makes the first one possible.

AMAC — the Art, Music, Athlete Collective — belongs to Weedmaps and Eric Sorensen. Full stop. The vision, the athletes, the artists, the experience they built out of it: that's theirs. It's the heavy lift, and it's the hard part.

ITM's job was to make sure nothing behind them broke. For the June 2026 activation we supported the back office — contracts, payment coordination, permits and certificates of insurance, budgets. None of it shows up in a photo. It isn't supposed to. It exists so the people doing the real work never have to look over their shoulder.

This one runs deep for us. The relationship goes all the way back to the beginning of ITM — to the people who believed in the work early and quietly helped make our whole story possible. We don't say much about who's behind the scenes, but we don't forget them either, and a moment like this is a chance to nod to them with real gratitude.

We were happy to go along for the ride, and happier to do our part. When ITM hands something off, it's signed, paid, and ready — no loose ends to chase, no surprises the week of. AMAC was Weedmaps' win. ITM's fingerprints are on the machinery, not the marquee — and that's exactly where we like them.