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Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. During Spencer's time as CEO, Zillow won dozens of "best places to work" awards as it grew to over 4,500 employees, $3 billion in revenue, and $10 billion in market capitalization. Prior to Zillow, Spencer co-founded and was VP Corporate Development of Hotwire, which was sold to Expedia for $685 million in 2003. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 100 companies and is incubating several more.
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Spencer Rascoff: Thanks for the tour we just completed. Stuart just walked me around the building, and we saw the innovation center, we talked about the digital marketing initiatives that you have, the in-house content creation, including video production. And it was really interesting learning how Lennar — which is a, gosh, 60-year-old company now, I think?
Stuart Miller: Sixty-plus.
Rascoff: Sixty-plus. Firstly, for listeners — so, I learned that Lennar is actually a portmanteau, a combination of Leonard Miller — your father — and Arnold Rosen. And Leonard and Arnold became “Lennar." [Laughs]
Miller: That's correct.
Rascoff: You very rarely see 60-year-old family businesses that have become publicly traded, $20 billion market companies. So, why do you think Lennar has been able to not be disrupted over the last 60 years? I mean, that's quite a legacy. What is it about the culture of the company that has allowed it to stay competitive through time?
Miller: Well, we have a really good combination. The foundation that was laid from those early days is a strong foundation of integrity, of value, of excellence, that creates a backbone that has stayed very much central to the way that the company has been built over years. Through its beginning years, the evolution of the company has stayed true to its values, and those core values have held us in good stead. Now, even with that kind of stodgy old background of starting from so many years ago, there's also been a culture — and, you know, maybe that's been my contribution of coming in from the outside, not as a pioneer but instead as a next-generation — we've developed a culture of saying, “We're gonna be on our front foot, we're gonna be evolutionary, we're gonna stay with the times."
We live by a mantra of “evolve or die," and inherent in that mantra is almost an envy for today's innovative platforms, new technology companies that are not saddled with yesterday's past. But a different way to look at that is, we, the dinosaur companies — the companies that come from years and years of evolution — do have the benefit of having these very, very strong root systems. And if we can constantly go back and revisit those root systems, there's a lot of virtue in those root systems — we certainly benefit from it.
Rascoff: I like that, thinking about the company's root systems and how it provides strength. So, let's talk about those chasms that you've had to cross over the last, say, 10 years. You know, one of the things that you just showed me was how the company has really pivoted its marketing strategy away from traditional marketing — by which I think you mean primarily newspaper advertising and maybe direct mail, TV, radio —
Miller: Newspaper, radio, TV, right.
Rascoff: — to digital advertising. And, I guess, describe how that, you know, what was that evolution like? How did you become a company that primarily focuses on digital marketing and not legacy, traditional marketing?
Miller: So, the starting point is, you know, structure of the company is we have a strong corporate office, but our geographic divisions really operate as small independent companies. And as you might imagine, getting 33, right now, small independent divisions — not small; some of them actually quite large — to actually pivot away from their comfort zone and towards something that is new and evolutionary is not something that one snaps their fingers and it just happens. We came up with a concept that we have to become part of this digital age. We created a challenge to our divisions, to think about making that migration. One division actually effectuated the change — migrated from all conventional forms, away from all conventional forms and towards all digital forms of marketing — found that cost went down by about 50 percent, found that traffic went down, but qualified traffic went way up, and this was very interesting.
Rascoff: So, let me understand it. I guess what I'm hearing is, many companies have a challenge of trying to sort of change dogma — and it was accepted dogma, internally, that traditional marketing had always worked for the last 40-odd years, you know, therefore, we should continue. Challenge number one is changing at the corporate office, that mindset, at the executive level, at the board-of-directors level. But then your unique challenge was that you have a pretty decentralized company, where these different divisions control their own marketing budgets. So, you could've just issued a fiat and said, “Hey, local divisional marketers, you will now be digital." Or perhaps you did issue that fiat, and maybe it was ignored. So, I guess, help listeners who run decentralized organizations learn from your experience. How did you pull this off? [Laughter]
Miller: So, your characterization is actually right on: I did issue a fiat, and everybody applauded it and nodded their head yes, and then went about their business and went back to their comfort zone of saying, “Hey, conventional marketing has always worked. That's what we're gonna continue to do. That's how we make our numbers, and we are bottom-line responsible." One division actually took the challenge, and they made the migration. Once we saw what happened with their costs and with their opportunity set, it became an interesting challenge for us to get one division to actually teach another. We could prove a concept, then we could test the concept and educate on the concept, and once we made that leap, we had one division teach another. We had a set of opportunities that we could articulate across the platform. From there, we articulated what we thought the opportunity set was, and we gamified it. We actually got our divisions to compete against each other along KPIs, to compete along the lines of making the migration from conventional towards digital — driving costs down, driving qualified leads up and maintaining growth rate.
Rascoff: Reflecting on it now, does making it through that shift to a digital marketing company — did that represent an existential threat to the company? In other words, let's say you hadn't. Let's say you hadn't woken up that day, seven years ago, whenever it was, and said, “You know what, we're gonna go digital first for marketing." What would the company be like today?
Miller: I think that story is still to be written. I think that we are advantaged for having made the step because where we sit today is — I believe we're in the first inning of understanding digital marketing. All of our marketing across our platform — I would say 95 percent of it — is digitally focused today. We have driven our costs down, across the platform, 50 percent. But the targeting that we are able to do with digital marketing, and the enhancement of that targeting with digital or video kind of content, and delivering to our customer information and inspiration about our product, our company, and an affiliation with us, is just at its very beginning stages. So, I think we'd be way behind our potential — I don't think we would've been disintermediated yet, but I think the potential to be disintermediated is out there for those who don't get on board.
Rascoff: So, one of the ways that you've created a culture of innovation is by changing your office space. In fact, the office that you're in is the office that your father was in when he was CEO.
Miller: That's right.
Rascoff: And yet, just over the last year or so, you've changed the office space quite significantly on some of the floors. Describe why you did that and what impact you think that's having.
Miller: Yeah, so, we actually gutted our third floor (we're a four-floor building). We gutted our third floor, and we redesigned it and created an innovation center. It's an open floor plan; it was really developed under the thought process that innovation is a contact sport. Innovation happens where ideas collide — sometimes purposefully and sometimes by accident. Many of the initiatives that we have on our third floor were taking place in various silos around the company; we've brought them together in one place, where concepts, ideas, programs can collide, people can intersect and interact in ways that were not initially thought of. We didn't go quite the full direction — [crosstalk]
Rascoff: Not full dot-com, but — [Laughs]
Miller: Not full dot-com: We don't have a foosball table and we don't have a Ping-Pong table. But what we do have is an open floor plan with a lot of technology for people to interact with each other and with technologies to evolve our business. And the mantra is to think outside the box and to think together with people who you don't necessarily work with all the time.
Rascoff: In another episode with Mike Corbat, the CEO of Citigroup, he talks a lot about this as well — how he removed offices from their New York headquarters to encourage innovation, get people to literally break down barriers between divisions and the importance of office space to drive innovation.
Miller: Now, we did this right here in the heart of the dinosaur. I mean, this is our corporate office, this is the 60-plus-year company. We can be considered yesterday's company in technology, but we did it right here in the heart of the corporate office so that it activated all of the artery systems through the company.
Rascoff: So, you are making a potentially company-changing transaction. You're currently, I think, the second-largest homebuilder buying the fifth-largest homebuilder. Together, you will be the largest homebuilder in the country — it's an almost, I think, an almost $10 billion acquisition of CalAtlantic. Describe for me what that thought process was like around the acquisition. Firstly, have you done a lot of acquisitions before? And when you were thinking about buying CalAtlantic, what are the things that went through your head?
Miller: So, first of all, we've done many acquisitions before. We've made some of our biggest, most strategic steps forward on the pivot point of acquisitions. It's been a rich tradition within our company of using strategic combinations and acquisitions to elevate our game. The CalAtlantic acquisition is — or, really, it's not an acquisition; it is a strategic combination — was about looking at a terrific group of people, terrific group of land assets, and finding markets that we know and products that we know combined in geographic locations to create scale. Scale, in our opinion — in local geographic markets, 20 to 40 percent market share in many of these markets — enables us to up our game in terms of the innovation that you've seen here in this office. But also innovation strategies as it relates to things that we might do in the field, the construction part of our business.
Rascoff: So, the scale synergies in your business come from reducing construction costs and marketing efficiencies. Are those the two general categories?
Miller: So, reducing construction costs is a little bit too aggressive and draconian. It's all about creating better relationships with subcontractor bases. All of our subcontractor bases are generally local in nature; manufacturing or distribution might be more national, but our subcontractors are primarily local. Having the market share and the ability to develop better partnerships with our subcontractor base enables us to be a better version of ourselves. It enables us to explore how we can reduce costs while making better profitability for the subcontractor and for us as well. It enables us to start looking at different building systems — cooperative systems that we can work with our subcontractors to develop. All of these things are evolutionary tracks that will define the way forward for the homebuilders of the future.
Rascoff: So, let's close with a brief discussion about the future of homebuilding. Your company has been at the top of its field for more than 50 years. I won't ask you to prognosticate 50 years out, 'cause who knows what the world will look like, but even over the next 10 or 15 years, what trends do you think will impact your industry and your company?
Miller: Interesting question. It's very hard to look around the corner — it's always hard to look around the corner, but we're very respectful of the world that we're in. I think that we all recognize that today we are witnessing the slowest rate of change that we will ever see in our life from today going forward. It is accelerating at a blinding speed, and what that means for our business is that all parts of our business are going to evolve. The way that people look for homes, the way that people find their homes, even the kind of homes that they're looking for are going to evolve. We have to think about the uberization of the homebuilding world — how are we going to better utilize the assets that people have? We have a lot of people who are empty nesters, who have three empty bedrooms where their children used to reside. What is that going to do and how will that impact the housing market in the future? The points of intersection between customer-homebuilder or customer and realtor are going to change. It is going to happen more and more on digital platforms. How are we going to ignite, excite and inspire people to think about the products that we have, and, to the extent that we engage them digitally, how can that conversation leading up to sale help define the products that people are actually looking for?
One last thought is: I've always wondered when we would see obsolescence filter into the homebuilding world. Spencer, you would never buy a car, today, that has rolldown windows unless you really wanted vintage. And so, obsolescence, natural and technological obsolescence, has made its way into the automobile industry and every other industry we've seen. To the extent that, whether it's Wi-Fi distribution in the home, home automation, energy efficiency or a myriad of other things, the home will give way to technology innovation that makes older homes more obsolete. And people will be looking for new styles, new technologies and new ways to live, and I think that will benefit the homebuilding industry, as long as we're able to adapt.
Rascoff: So, at a very high level, I think the era of home automation should be a huge boon to homebuilders, because it's going to seem a lot easier, cheaper, more reliable to buy a new wired home than to retrofit a used home. Would you agree with that?
Miller: Yeah, well, absolutely the case — it starts with Wi-Fi distribution. We've developed a concept called “Wi-Fi certified." A Wi-Fi certified home is something you can do with a new home; it's very hard to do with an existing.
Rascoff: It drives me crazy that my old brick house has bad Wi-Fi in certain spots, and I've had countless experts come and try to improve it, from Zillow and other companies, and it can't be done. [Laughs]
Miller: So, that's a big benefit to the new home market because we can distribute Wi-Fi seamlessly, wall-to-wall and floor-to-ceiling. And here's the thing: With retrofit, you're always gonna have dark spots, and more importantly, you're gonna have speed loss or speed variation through the home. We can evenly distribute, without dead spots, evenly distribute Wi-Fi through the home if we think about it while we're building the home.
Rascoff: What about innovations on building itself? I mean, on what timescale, when will I see, you know, robots on construction sites — I mean, literally, like, robots — or more prefab-built, kind of modularized homes? Such that, is there an innovation coming that might bring construction costs down so significantly that the cost of a new home could be a fantastic value? Or is that not likely? [Laughs]
Miller: So, part of that is that “Terminator" stuff that you're asking about, and I'm not ready to get out on those soft limbs quite yet. There will be innovations in homebuilding. They're not here yet. The cost structures don't — and we spend a lot of time looking at these and thinking about these things — and you will see innovations around the edges, whether it's truss plants or wall plants or some manufacturing components. But ultimately, cost structures, and shortages of labor, and labor costs will mitigate in favor of finding new ways to build homes. People have asked about 3D printing of homes, because there are some podcasts and some dream-oriented videos on the —
Rascoff: Yeah, I've seen them.
Miller: Right, most people have. You know, I've tested some of these questions. We wear a name badge every day; it's really almost a two-dimensional piece of plastic. I have tried to find out how easy it is to 3D print this small piece of plastic. We're not there yet. When we can digitally print the name badge, then I'll start thinking about how we digitally [laughs] print the home. And in the meantime, we'll be taking steps, innovative steps, to rethink the building process — driving down cycle time, driving down cost structures and building a better mousetrap as we go forward.
Rascoff: And, of course, self-driving cars might also change our whole approach to urban planning and consumer preferences.
Miller: Absolutely.
Rascoff: I mean, we at Zillow Group are just starting to do research on this to figure out what impact it might have on real estate, but it's possible that if your hour-commute is suddenly productive because you're not driving that people will be willing to commute longer. We don't really know yet what impact it will have. Do you have a theory on this? [Laughs]
Miller: I think we're gonna have to wait and see, and, I mean, we could sit here all day and think about some of the innovations that are out there, that are going to affect the way that we live. To me, that innovation center that you and I toured a little while ago is all about having a cork in the water of a fast-moving stream, and making sure that we're sensitive, aware of the things that are happening that are going to affect the industry. And maybe we won't see around the corner, but maybe as we get to the corner we'll be tuned-in and ready to react. That's how we're thinking about it.
Rascoff: Stuart, congratulations on the success of Lennar through the decades. What I've heard today makes me feel quite confident that it will be successful for decades to come. Thank you for the conversation.
Miller: Thank you.
The post Lennar's Stuart Miller: 'Evolve or Die' appeared first on Office Hours.
Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. During Spencer's time as CEO, Zillow won dozens of "best places to work" awards as it grew to over 4,500 employees, $3 billion in revenue, and $10 billion in market capitalization. Prior to Zillow, Spencer co-founded and was VP Corporate Development of Hotwire, which was sold to Expedia for $685 million in 2003. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 100 companies and is incubating several more.
Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.
According to a Forbes report last April, both the viewership and dollars behind women’s sports at a collegiate and professional level are growing.
In 2022, the first 32 games of the NCAA tournament had record attendance levels, breaking records set back in 2004, and largely driven by the new and rapidly growing women’s NCAA tournament. WNBA openers this year saw a 21% spike in attendance, with some teams including the LA Sparks reporting triple-digit ticket sales growth, about 121% over 2022’s total. In 2023, the average size of an LA Sparks crowd swelled to 10,396 people, up from 4,701 people.
Women make up half the population, but “also 50% of the folks that are walking into the stadium at Dodger Stadium, or your NFL fans are just about 50% women,” noted Erin Storck, a panelist and senior analyst at Los Angeles-based Elysian Park Ventures.
Storck added that in heterosexual households, women generally manage most of the family’s money, giving them huge purchasing power, a potential advantage for female-run leagues. “There's an untapped revenue opportunity,” she noted.
In the soccer world, Los Angeles-based women’s soccer team Angel City FC has put in the work to become a household name, not just in LA County but across the nation. At an LA Tech Week panel hosted by Athlete Strategies about investing in sports, Angel City head of strategy and chief of staff Kari Fleischauer said that years before launching the women’s National Women’s Soccer League team, Angel City FC was pounding the pavement letting people know about the excitement ladies soccer can bring. She noted community is key, and that fostering a sense of engagement and safety at the team’s home venue, BMO stadium (formerly Banc of California Stadium), is one reason fans keep coming back.
Adding free metro rides to BMO stadium and private rooms for nursing fans to breastfeed or fans on the spectrum to avoid sensory overload, were just some of the ways ACFC tried to include its community in the concept of its stadium, Fleischauer said. She noted, though, that roughly 46% of Angel City fans are “straight white dudes hanging out with their bros.”
“Particularly [on] the woman's side, I'd like to think we do a better job of making sure that there's spaces for everyone,” Fleischauer told the audience. “One thing we realize is accessibility is a huge thing.”
Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.
L.A. Tech Week has brought venture capitalists, founders and entrepreneurs from around the world to the California coast. With so many tech nerds in one place, it's easy to laugh, joke and reminisce about the future of tech in SoCal.
Here's what people are saying about the fifth day of L.A. Tech Week on social:
#LATechWeek has been on 🔥🔥🔥. Yes the events are super cool at amazing venues. But, I’m blown away by the people. I’ve met so many founders building generative AI companies from the ground up. I’m so bullish on LA right now🥳. LA is for builders #longLA
Thanks @rpnickson 📸 pic.twitter.com/B6rT2jJYIs
— Dr. Kelly O'Brien (@Kvo2013) June 8, 2023
Successful LatinxVC Avanza Summit 2023 in LA! It’s been an amazing few days near the beach w great company. Thank you to our panelists & participants.
Huge thanks to our incredible sponsors SVB, Chavez Family Foundation, Annenberg Foundation, PledgeLA, Fenwick & West, Countsy! pic.twitter.com/oVuGIgFurk
— LatinxVC (@LatinxVCs) June 9, 2023
30+ gaming startups presented at the A16z Speedrun Demo Day in LA yesterday. Great thanks to the @a16zGames team for an awesome day of events! #LATechWeek pic.twitter.com/DKq8IFo5QZ
— Grace Zhou (@graceminzhou) June 9, 2023
📣🤩 What’s the buzz? It’s #LATechWeek from @TechstarsLA & @TechstarsHealth joint demo day with the #Techstar HC team where our @fyelabs founder/CEO Suvojit Ghosh mentored both cohorts! #TechStars demo day highlighted 12 amazing emerging #startups in #healthtech #innovation. 🩺 pic.twitter.com/0RXClCtfDQ
— FYELABS (@fyelabs) June 9, 2023
Another successful Coffee On Slauson in the books for #LATechWeek.
Special thanks to the good people at Pledge LA, SVB and @GundersonLaw for the ongoing support and the @findyourhilltop staff for providing the space, eats & vibes. ♻️ pic.twitter.com/51cMDoEn30
— Slauson & Co. (@SlausonAndCo) June 9, 2023
The perfect combo to start #LATechWeek Day 5: pastries, coffee, and great convos with industry founders ✨
Fireside chats with @enriquealle, @wp, and @robynpark pic.twitter.com/booYPdekVV
— Tech Week (@Techweek_) June 9, 2023
Of course @designerfund has the most amazing pastries at their event. #LATechWeek pic.twitter.com/PjyWlGTQI4
— Jesse Pickard (@jessepickard) June 9, 2023
My favorite event from @Techweek_ has to be "Modern Storytelling & Business Building." Hosted by @STHoward #LATechWeek pic.twitter.com/SV1eexMJ4k
— JonnyZeller (@JonnyZeller) June 9, 2023
And the finale of the night was courtesy of the one and only @zedd for an unforgettable end to the "City of Games" party! Hosted by @a16zGames and @100Thieves #LATechWeek pic.twitter.com/hliI9yLKse
— Tech Week (@Techweek_) June 9, 2023
Excited to be at the @a16zGames Speedrun Demo Day! Loved the energy and excitement from the companies that pitched there. It was also great to see @Tocelot and @ndrewlee at this amazing #LATechWeek event pic.twitter.com/NfLQO5lR27
— Andy Lee | andypwlee.bit (@andypwlee) June 9, 2023
Thank you to everyone who joined the Sony Venture Fund US team at #LATechWeek for our screening of Spider-Man: Across the Spider-Verse. Last summer, we started building a presence in LA. Today, it's exciting to host such an event with the @Sony family and the LA VC community. pic.twitter.com/wdDm6qtHdL
— Sony Innovation Fund (@Sony_Innov_Fund) June 9, 2023
Time to eat, connect and build while @remi_rodney provided the vibes. 🙏🏽#LATechWeek @BuildOnBase @developer_dao @WeAreRazorfish pic.twitter.com/QIPh1gjvoA
— Hola Metaverso-Blockchain & New Web Tech Events 🎪 (@holametaverso) June 9, 2023
@Lux_Capital at #LATechWeek advancing the impossible to inevitable, from..
..defense primes partnering with cutting edge defense tech startups, to..
..hardware x LLMs improving mental health.
From the rich and diverse LA ecosystem stems generational companies: pic.twitter.com/v5S5r8JtbU
— Shahin Farshchi (@Farshchi) June 9, 2023
LA Tech Week has been a blast! Met some amazing creators, founders and investors from all over the world! #LATechWeek pic.twitter.com/AAh9JFELhe
— Chris Germano (@netslayer) June 9, 2023
Had such a blast at LA Tech Week and hosting events for @brexHQ
Top highlights were collabing with @pulley on an Emerging Managers / Founder mixer at the @poplco House, rooftop event in Venice, creator panel with @thechangj & proper Korean food with in KTown.
Exhausted is an… pic.twitter.com/mGQnSYGPdg
— Τyler Robinson (@TyyRob3) June 9, 2023
Did you have fun at @sophiaamoruso’s launch party for @trustfundvc? #LATechWeek pic.twitter.com/gbrbXRQ9Xx
— Kay (@KaySnels) June 9, 2023
y00tilty in every city with @KaylaLor3n & @cryptochrisg813.
Welcome to the LA @y00tsNFT fam! #LATechWeek #3XP week. pic.twitter.com/6wWKlsTacx
— VanG0xH (@CryptoVanGoghs) June 9, 2023
Really enjoyed #LATechWeek. Here are some observations I made 👇
— s.personal.ai (Suman Kanuganti) (@SumanPersonalAI) June 9, 2023
Thank you @TheKofiAmpadu for including me in #demoday with the latest @a16ztxo cohort! It was a real full circle moment to witness the brilliance of both @ChrisLyons & @ZMuse_ & #PledgeLA very own. She’s why we’re #LongLA 🚀💕 #LAtechweek pic.twitter.com/itkKXMxQRb
— Qiana Qiana! (@Q_i_a_n_a) June 9, 2023
@upfrontvc Gaming Founders Podcast #iLOVELA #LATechWeek @Techweek_ @KatiaAmeri @mucker @fikavc @bonfire_vc @TenOne10 @WatertowerGroup @ganasvc @IAmRobRyan @john_at_stonks @eva_ho @dereknorton pic.twitter.com/LCbaGXCoW7
— Sean Goldfaden (@seangoldfaden) June 9, 2023
Hosts Kevin Zhang, Partner at @upfrontvc, and Eden Chen, CEO of @pragmaplatform, interviewed two special guests from @raidbaseinc Stephen Lim, Co-Founder & Product Director, and Trevor Romleski, Co-Founder & Game Director. 🎙 #LATechWeek pic.twitter.com/hxHEAoELZ6
— Tech Week (@Techweek_) June 9, 2023
Kicking off @a16zGames @100Thieves City of Games party at #LATechWeek 🔥🔥🔥 pic.twitter.com/zQcZedG15f
— Jon Lai (@Tocelot) June 9, 2023
Yesterday at @socinnovation I got to have this AWESOME conversation with @iamwill — musician, producer, technology entrepreneur, and Founder & CEO of https://t.co/D60y1e2JOu #LATechWeek pic.twitter.com/KBxK6rXyTG
— Anna Barber (@annawbarber) June 9, 2023
I absolutely love this game. Proud moment for the team @investwithatlas. #LATechWeek pic.twitter.com/fPZvKXU7TC
— Tobias Francis (@TobiasFrancis) June 9, 2023
Had a blast at LA Tech Week this year with @brexHQ
From hosting & moderating my first creator panel featuring @BlakeMichael14, to a fun rooftop night in Venice, and to attending some amazing events such as Watertower’s emerging manager panel and a VC/founder tennis tournament pic.twitter.com/udjfmLHE0L
— Jonathan Chang (@thechangj) June 8, 2023
Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.
At Lowercarbon Capital’s LA Tech Week event Thursday, the synergy between the region’s aerospace industry and greentech startups was clear.
The event sponsored by Lowercarbon, Climate Draft (and the defunct Silicon Valley Bank’s Climate Technology & Sustainability team) brought together a handful of local startups in Hawthorne not far from LAX, and many of the companies shared DNA with arguably the region’s most famous tech resident: SpaceX.
Here’s a look at the greentech startups that pitched during the Tech Week event, and how they think what they’re building could help solve the climate crisis.
Arbor: Based in El Segundo, this year-old startup is working to convert organic waste into energy and fresh water. At the same time, it also uses biomass carbon removal and storage to remove carbon from the atmosphere and sequester it in an attempt to avoid further damaging the earth’s ozone layer. At the Tech Week event Thursday, Arbor CEO Brad Hartwig told a stunned crowd that Arbor aims to remove about five billion tons of organic waste from landfills and turn that into about 6 PWh, or a quarter of the global electricity need, each year. Hartwig is an alumni of SpaceX; he was a manufacturing engineer on the Crew Dragon engines from 2016-2018 and later a flight test engineer at Kitty Hawk.
Antora: Sunnyvale-based Antora Energy was founded in 2017, making it one of the oldest companies on the pitching block during the event. Backed by investors including the National Science Foundation and Los Angeles-based Overture VC, Antora has raised roughly $57 million to date, most recently a $50 million round last February. Chief operating officer Justin Briggs said Antora’s goal is to modernize and popularize thermal energy storage using ultra-hot carbon. Massive heated carbon blocks can give off thermal energy, which Antora’s proprietary batteries then absorb and store as energy. It’s an ambitious goal, but one the world needs at scale to green its energy footprint. According to Briggs, “the biggest challenge is how can we turn back variable intermittent renewable electricity into something that's reliable and on demand, so we can use it to provide energy to everything we need.”
Arc: Hosting the panel was Arc, an electric boating company that’s gained surprising momentum, moving from design to delivering its first e-boats in just two years of existence. Founded in 2021, the company’s already 70 employees strong and has already sold some of its first e-boats to customers willing to pay the luxury price tag, CTO Ryan Cook said Thursday. Cook said that to meet the power needs of a battery-powered speedboat, the Arc team designed the vehicle around the battery pack with the goal of it being competitive with gas boats when compared to range and cost of gas. But on the pricing side, it’s not cheap. Arc’s flagship vessel, the Arc One is expected to cost roughly $300,000. During the panel, Cook compared the boat to being “like an early Tesla Roadster.” To date Arc Boats has raised just over $35 million, according to PitchBook, from investors including Kevin Durant, Will Smith and Sean “Diddy” Combs.
Clarity Technology: Carbon removal startup Clarity is based in LA and was founded by Yale graduate and CEO Glen Meyerowitz last year. Clarity is working to make “gigaton solutions for gigaton problems.” Their aim? To remove up to 2,000 billion pounds of carbon from the atmosphere through direct air capture, a process which uses massive fans to move chemicals that capture CO2. But the challenge, Meyerowitz noted in his speech, is doing this at scale in a way that makes an actual dent in the planet’s emissions while also efficiently using the electricity needed to do so. Meyerowitz spent nearly five years working as an engineer for SpaceX in Texas, and added he’s looking to transfer those learnings into Clarity.
Parallel Systems: Based in Downtown LA’s Arts District, this startup is building zero-emission rail vehicles that are capable of long-haul journeys otherwise done by a trucking company. The estimated $700 billion trucking industry, Parallel Systems CEO Matt Soule said, is ripe for an overhaul and could benefit from moving some of its goods off-road to electric railcars. According to Soule, Parallel’s electric battery-powered rail vehicles use 25% of the energy a semi truck uses, and at a competitive cost. Funded in part by a February 2022 grant from the U.S. Department of Energy, Parallel Systems has raised about $57 million to date. Its most recent venture funding round was a $49 million Series A led by Santa Monica-based VC Anthos Capital. Local VCs including Riot Ventures and Santa Monica-based Embark Ventures are also backers of Parallel.
Terra Talent: Unlike the rest of the startups pitching at the Tech Week event, Terra Talent was focused on building teams rather than technology. Founder Dolly Singh worked at SpaceX, Oculus and Citadel as a headhunter, and now runs Terra, a talent and advisory firm that helps companies recruit top talent in the greentech space. But, she said, she’s concerned that all the work these startups are doing won’t matter unless we very quickly turn around the current trendlines. “Earth will shake us off like and she will do just fine in 10,000 years,” she said. “It’s our way of living, everything we love is actually here on earth… there’s nothing I love on Mars,” adding that she’s hopeful the startups that pitched during the event will be instrumental in making sure the planet stays habitable for a little while longer.
Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.