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On the first Saturday of May, millions of Americans tune in to the Kentucky Derby to watch horses and their jockeys compete on the Churchill Downs racetrack in Americas longest-running sporting event. The Derby has been held annually on the same racetrack since 1875; its an event largely built on tradition. Horse racing viewers tend to skew older, but this year, Churchill Downs is looking to modernize the event for new viewers by embracing old traditions while also introducing brand partnerships that appeal to Generation Z. Casey Ramage, Churchill Downs’ vice president of marketing, brand, and partnerships, says the Kentucky Derby is a cultural moment for everyone ages 18 to 80. It really is such a unique opportunity to get to engage with such a wide variety of a fan base, she says. Its our responsibility to stay relevant and always be recruiting that next generation of fans. Gen Z consumes content differently than other generations, Ramage says, so shes focused her marketing team on churning out social media content that can be both entertaining and educational about the sport. She hopes those teens and young adults can start going to the Churchill Downs infield at around ages 18 to 20, to begin their journey of loving the Derby. To attract those Gen Z fans to pay more than $100 to enter the event, the Derby is partnering with influencers. Influencer Alix Earle partnered with the Kentucky Derby last year and will do so again this yearmaking Derby-themed TikToks and handing out an award for the best groomed horse. Other popular online personalities and brands, including Livvy Dunne, Griffin Johnson, and Barstool Sports, have all been tapped to partner with the Derby in attempts to pique Gen Zs interest. And because many members of Gen Z are under the legal drinking age (and nonalcoholic beverages are a bit of a buzzy trend), the Derby is now offering its first official mocktail, aptly named The Pony. This drink is a sweet, ginger beer-based concoction that incorporates blackberries, mint, and lemon. According to Churchill Downss internal data, around 400,000 fans attend each yearthe size of six Super Bowl audiences. Millions more view at home. Last year the event saw 16.7 million TV viewers and was the top broadcasted telecast in the month of May, according to Nielsen. Outside of racing, the Derby is also a hub for culture, fashion, food, and lifestyle, Ramage says. Interest in any of these pillars can lead into interest in the whole event, she adds. To keep the century-old event fresh, Ramage says the marketing team has combined old traditions with new brand and influencer partnerships. The Derby stays loyal to traditions that have spanned generations and long defined the event. The winner of the Derby is awarded a garland of over 400 red rosesa tradition that has lasted since its inception in the 1890s. The mint julep, a bourbon-based cocktail complete with sprigs of fresh mint, has remained the Derbys official drink since the 1930s; Churchill Downs typically serves more than 120,000 of those drinks during Derby week. But the Derby is constantly evolving its event and brand, Ramage says. One of its newest traditions is having a celebrity announce Riders up! before the race to signal that jockeys should mount their horses. Ramage says that this tradition is their version of the Super Bowl coin toss. Traditionally, an event officiator would make that call; but since 2012, a celebrity has taken that honor. Last year, Martha Stewart made the call. This year it will be Simone Biles, whose appeal transcends demographics, according to Ramage. You can turn on the TV to see your favorite celebrity, but then we want you to get curious and interested in attending the event as well, Ramage says.
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When cities throw out single-family zoning ruleslike Minneapolis did in 2018, or Cambridge, Massachusetts, voted to do this yearthe first new multifamily construction projects on a block often come from developers, not homeowners converting existing dwellings. And no matter how desperately a city needs new housing units, change often happens slowly.In part, thats because even if someone is interested in adding apartments to their own house for extra income, they might not know where to start. But in Toronto, which ditched single-family zoning in 2023, a tool kit makes it easier for citizen developers to understand their options and how much construction might cost.[Image: ReHousing]What we have tried to do is develop some tools to help enable homeowners to be able to rapidly assess what options might be viable or interesting to them on a lot, says Samantha Eby, one of the founders of ReHousing, the nonprofit that designed the tool.On the ReHousing website, you can choose one of the citys 13 common housing types, from a prewar row house to a suburban-style single-family home, and the typical lot shape for each house. Then you can see multiple ways to transform it.[Image: ReHousing]A postwar bungalow, for example, could be split into two main-floor apartments, or it could add a basement apartment or convert the garage. More complicated options include building a backyard cottage, or an addition on the side that helps bring more light into the basement and makes it possible to divide the space into two units. Another design shows how the property owner could tear down the home and build a triplex with similar proportions to the original structure.The designs include some ideas that building owners likely wouldnt have considered. A two-story, semidetached house in downtown Toronto, for example, could potentially add extra space by building a third story on top of the roof. A three-story 19th-century row house with a tiny attic could build a third-story addition on the back to create a spacious top-floor apartment.[Image: ReHousing]The project began as a collaboration between the University of Toronto, an urban design group at the university called Tuf Lab, and the firm LGA Architectural Partners, and then spun off into a new nonprofit. We had an interest in how you introduce density into mature neighborhoods, because no one was really talking about it, says Janna Levitt, a partner at the architecture firm and one of the founders of ReHousing. We were really interested in methodologies of adaptive reuse and renovation, not just new buildings. (LGA has worked on several projects of this type; Levitt and her partner, architect Michael Piper, designed their own multifamily building to live in themselves.)The team studied typical housing types and lot layouts. They also worked with a structural engineer as they considered what alterations would be possible and could fit well into existing neighborhoods. In the first stage of the project, a few years ago, they advised the city as it changed zoning rules. The city now directs homeowners who are considering projects to the ReHousing site.[Image: ReHousing]The tool doesnt provide a final planhomeowners still need to hire architects and engineers. Our goal is really to make them more informed clients, so they know what kind of questions to ask, says Eby. Before someone hires consultants, they can also better understand whats possible. The nonprofit hasnt tracked how many homeowners have used the tool to make changes, though the kit may have helped boost the overall growth of additions in the city. We know that theres been a pretty significant uptake on projects that are being built in the city of Toronto, Eby says.This summer, ReHousing will roll out new features for the tool. The nonprofit analyzed every residential property in the city, so homeowners will soon be able to type in an address and get specific feedback. As someone explores the different design choices, they can also get high-level cost estimates.If this type of adaptation happens widely, it could make a meaningful dent in the citys housing shortage. According to ReHousing, if 30% of single-family homes in Toronto added one unit to their property, around 120,000 new units would be created. Now the nonprofit is in talks with other Canadian cities about expanding the tool to new locations.
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In American culture, importance and attention are often misaligned. This disconnect is one of the greatest challenges we in the STEM world face. Too often, societys most essential stories are drowned out by the drama of the momentpushed aside by the next headline or fleeting scroll. Todays media environment is a relentless battle for attention, which is why, when a cultural moment aligns with science, we must seize it. Elevate it. Share it. Right now, we have just such a moment: the discovery of a new exoplanet reminiscent of Luke Skywalkers home world, the upcoming launch of Andor Season 2, and the arrival of May 4thalso known as National Star Wars Day (a decades-old pun: May the Fourth be with you). Its a rare convergence of science fiction, astronomy, and pop culture. And its also an incredible opportunityto spark imaginations, inspire curiosity, and mobilize the millions who believe in the importance of STEM (science, technology, engineering, and mathematics). Because heres the truth: STEM needs new hooks. We cannot afford to be elitist or ignore the signals that culture is sending. Without making STEM accessible and engaging, we risk losing our competitive edge as a nation. Understanding how media and storytelling work is no longer optionalits a national imperative. The Coolness of the Coincidence Lets start with the exoplanet discovery. Astronomers recently identified a planet orbiting a pair of young brown dwarf stars at an unusual 90-degree tilta real-world echo of Tatooine, Luke Skywalkers fictional home with its iconic twin suns. As the site Phys.org put it: This is a real-life twist on a scene etched into the minds of Star Wars fans. Once again, life imitates art. Aspirational science fiction becomes inspirational science fact. And it couldnt have come at a better time. The discovery coincides with the highly anticipated Andor Season 2 and culminates on May 4, Star Wars Day. Whats remarkable is that Star Wars Day didnt start as a corporate promotion from Lucasfilm or Disney. It began organically, as a grassroots celebration that eventually gained support from the franchise itself. If fans can build a movement around Star Wars Day, imagine what we could do with National STEM Week. A bill is currently pending in Congress, and Im working hard to help it pass. When Culture and the Classroom Work Together We all know the impact a great teacher can have. Scientists like Jocelyn Bell Burnell, Stephen Hawking, and Neil deGrasse Tyson were shaped by mentors who inspired their journeys. But the STEM education crisis is too deep to rely on classrooms alone. Can a nation thrive when only 38% of fourth graders and 22% of 12th graders are proficient in science? We need to activate every source of inspiration we canand science fiction has a proven track record. Science Fiction: The Hidden Engine of Innovation The stories we love often shape the futures we build. For more than a century, science fiction has fueled real-world breakthroughs. Robert Goddard, father of modern rocketry, was inspired by Jules Vernes From the Earth to the Moon. Leó Szilárd, who conceived the nuclear chain reaction, was influenced by H.G. Wellss The World Set Free. Martin Cooper, the inventor of the first portable cellphone, credited Star Treks communicator as the spark that lit his imagination. And today, countless female scientistshighlighted by the Society of Women Engineerscite Star Wars as a defining inspiration. Mobilizing the Public: A 360-degree Strategy In our fractured media landscape, no single message can create change alone. Thats why the movement for STEM must be multifacetedspanning education policy, nonprofit engagement, corporate investment, and yes, pop culture moments like this one. Science fiction and fantasy account for up to 15% of adult fiction salesabout 120 million books. These fans already understand that todays wild ideas often become tomorrows realities. They are an untapped STEM army. If we can rally this communityget sci-fi lovers to pressure leaders at every level to invest in STEMwe could empower a new generation of brilliant minds. Not only to discover the next exoplanets, but to find ways to reach them.
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