HBJ Mar 2024 Issue

COVER STORY

ECONOMY

Port of Huntsville’s Intermodal Center Reports Record Growth, Driving Economic Impact for 2024

Serving as the sole inland port in North Alabama, the Port of Huntsville stands as a central hub for receiving, transferring, storing, and distributing both international and domestic cargo via air, rail, and highway, and has done so for decades.

By Gus Wintzell -

Page 6

NASA

New Facilities and Partnerships

Among Goals for Pelfrey as Marshall Director

On February 5, 2024, Joseph Pelfrey stepped into his role as director of NASA’s Marshall Space Flight Center. Up until then, he had been acting director since July of 2023.

By Heather Alfonso - Page 18

ADDITIONAL STORIES

• Sit Down With Success: A Conversation with Annie Taylor of SimTech

By Heather Price • Page 3

• Huntsville Office Spaces See Uneven Resurgence in Interest and Retention

By Laura Boehringer • Page 7

• National Trend Towards Sustainable Fashion Takes Root in Huntsville Businesses

By Sarah Zupko • Page 14

• ASCTE Announces Strategic Partnership with the U.S. Army Space and Missile Defense Command

By Sarah Zupko • Page 19

SIT DOWN WITH SUCCESS

A Conversation with Annie Saylor of SimTech

Sit Down With Success is a feature of the Huntsville Business Journal on entrepreneurs and their keys to success. To read the full story, please visit the Huntsville Business Journal website.

In 1983 Annie Saylor and five of her colleagues founded SimTech, a small business focused on high-tech defense contracts.

Saylor was able to maintain her technical role at the newly formed SimTech, but as a business owner she had an increased interest in the business side of running a successful government contracting firm.

Saylor recently sat down with the Huntsville Business Journal to discuss the growth of SimTech and the challenges of owning a small government contracting business.

What is the history of SimTech and what was your role in starting it?

I am one of the original founders. There were six of us who were there

within the Environmental Modeling group. The government goes through cycles on contracting. There’s a cycle where they want big contracts and so they’ll give the contract to the big ones, and then they’ll go through another cycle where they say, no, we need to break these up and give small businesses a chance.

We were fortunate to be in a position where they wanted to make our work a small business contract. We said, “Hey we’re doing the work so we should just form a business and bid on it,” and that’s how we got started.

We were really, really fortunate in that we already knew the people and knew the business and could write the proposal, win it, and start the work.

What are some obstacles you encountered starting and running this business and how did you overcome them?

One of the things that we must

deal with is the changing contract environment. The government will go from large to small and then back again, or they’ll decide to use a different contract vehicle. It means that sometimes we started out as a prime contractor and then as the environment changed, we had to team with other companies to retain our work, but not be prime contractor anymore and be a subcontractor.

So, one of the biggest obstacles is being prepared for that next contract wave, what’s the next thing that the government’s going to do and the type of contracts that they want to have and being prepared for that.

What has been the secret to your success?

When we initially started, we all wanted to keep doing engineering work, and we didn’t want to get out and learn about contracts and learn about these things that are neces-

sary for growth. One of the things that I did was to start reaching out into those areas and start networking with other people and finding ways in which to get the right folks in place to achieve growth. That was something that we hadn’t done in the past. I was willing to get out there and expand and take a little bit of a risk to grow the company. w

By: Heather Price / Photo by S&S Photography

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Subsidiary of EVENT Publishing

Todd Stephenson

Editor ………………………………………………………………

Writers ………………………………………………………

Contributing Writers

Gus Wintzell

Heather Alfonso

Laura Boehringer

Marie Johnson

Noah Logan

Heather Price

Sarah Zupko

Matt Curtis

Alexander Duck, II

Graphic Design ………………………………………………

Website

Carl Holden

Justina Simon

Amy Pearson

Jim Gharib Photographers

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Distribution

Steve Babin

Justina Simon

Carolyn Stephenson

Glenda Mace

Huntsville Business Journal is published monthly by EVENT Publishing, PO Box 14219, Huntsville, AL 35815

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ALL CONTENTS ©2024. ALL RIGHTS RESERVED. REPRODUCTION OR USE IN WHOLE OR IN PART OF THE CONTENTS WITHOUT THE PRIOR WRITTEN PERMISSION OF THE PUBLISHER IS PROHIBITED. HUNTSVILLE BUSINESS JOURNAL IS A REGISTERED TRADEMARK OF EVENT PUBLISHING. ALL RIGHTS RESERVED. UNSOLICITED PHOTOGRAPHS OR ARTICLES ARE SUBMITTED AT THE RISK OF THE PHOTOGRAPHER OR AUTHOR. EVENT PUBLISHING ASSUMES NO LIABILITY FOR THE RETURN OF ANY UNSOLICITED MATERIALS AND MAY USE THEM AT ITS DISCRETION.

ECONOMY

Navigating Optimism and Financial Strain: The Complex Reality Behind America’s Economic Boom

The economy of the United States made tremendous gains in November and December of 2023, and then scored exceptional gains in January of 2024. The data tells the story of a powerful economic comeback, something this resilient nation is somewhat known for historically.

However, the complete picture is a little more complicated and nuanced. If we remove the rose-colored glasses for a moment we find that, while Americans have ample reason to be optimistic about the year ahead, many are still feeling anxious as they try to stretch every dollar in their wallet to sufficiently cover their expenses.

The Good News

There is no shortage of positive news on the US economic front. The national market added 353,000 jobs in January 2024 and unemployment remained at 3.7%.

74,000 of those jobs were in the professional and business services sector, which includes managers and technical workers, and is a big leap over the average monthly growth for this sector. In addition to this, healthcare added 70,000 jobs, retail added 45,000 jobs, and manufacturing added 23,000 jobs. Meanwhile, all social services and government positions combined added another 66,000 jobs.

More jobs equals more opportunity and better pay for American workers. David Lewis, an executive for the media franchise brand Wed Society, noted that the company has had to raise pay by up to 15% in the past two years in order to attract talented staff. He pointed out that while the number of applicants per job posting is up, it is primarily those who are already employed looking for more competitive pay and benefits rather than those who are unemployed looking to return to the workforce.

Some Ongoing Uncertainty

One peculiar point from the January report is the average number of hours Americans worked was actually down to 34.1 per week. This could mean that companies are cutting back hours as demand slows, common in the retail sector after the holiday season is over, or may be a result of hazardous winter weather impacting businesses.

The three things the American public may actually be concerned with,

however, are expenses, company layoffs, and, to a lesser extent, federal interest rates.

Lilly Willa, a teacher in Wyoming, certainly felt the rising pressure of higher rent prices and grocery bills. She elected to work three jobs over the summer while her children visited their grandparents in order to bolster her personal finances.

While the overall job market is indeed booming, some segments saw major layoffs in late 2023 and early 2024. Financial firms and big tech companies, including Google, Microsoft, and Salesforce, were the most notable of these. Job openings, however, significantly outmatched these layoffs resulting in large overall net positive growth.

While most Americans pay little or no attention to federal interest rates, they can have a negative impact on consumers. At the time of writing, the current federal rate was 5.25% to 5.5% - the highest it has been since July of 2007. While notching up rates is a measure to slow inflation, it can also negatively impact access to credit, discouraging citizens from securing mortgages to purchase homes and limiting business owners from expanding or starting new ventures.

The Disconnect for Americans

If the economy and the job market are truly performing spectacularly, why are Americans not feeling more optimistic? The simple answer is that rising costs continue to eclipse wage growth and cost saving measures, forcing many Americans to work longer hours or multiple jobs.

Lilly Willa, the school teacher in

Wyoming, worked six weeks with just two days off.

Garth Wessell, owner and operator of a tattoo shop, relocated to Washington state when his wife got a job there, and their monthly bills doubled. With

By: Alexander Duck

the cost of opening a new shop and rising supply costs, he doesn’t expect to see a return on his new store for five years.

Conclusion

While the massive, unavoidable recession experts and economists predicted was indeed avoided, and job growth is exceeding all expectations, many Americans are still struggling to feel optimistic about their personal finances.

This shouldn’t be a surprise.

Near the end of 2023, the national average rent was close to $1400 while 21 states currently have a minimum wage below $10 per hour. This means that a full-time employee could be earning less than $1600 per month and that’s before any taxes, withholdings, or benefits are subtracted.

The recent economic success of the United States is incredible, but it appears the effects of such an upward surge are taking a little while to be felt by everyone in the market. w

ECONOMY

Port of Huntsville’s Intermodal Center Reports Record Growth, Driving Economic Impact for 2024

In 2023, the International Intermodal Center at the Port of Huntsville revealed yet another year of expansion. The inland port in North Alabama experienced a significant increase of 24% in rail lifts compared to the previous year, totaling 27,597 lifts in 2023, up from 22,210 in 2022.

“The International Intermodal Center at the Port of Huntsville has proudly served North Alabama and South Central

Tennessee with comprehensive, highquality intermodal services since 1986”

Serving as the sole inland port in North Alabama, the Port of Huntsville stands as a central hub for receiving, transferring, storing, and distributing both international and domestic cargo via air, rail, and highway, and has done so for decades.

“The International Intermodal Center at the Port of Huntsville has proudly served North Alabama and South Central Tennessee with comprehensive, high-quality intermodal services since 1986,” said Butch Roberts, CEO of the Port of Huntsville. “We are proud of our successful track record because more than 400 companies trust our capabilities to provide excellent customer service that is vital to their operations.”

Its intermodal complex incorporates modern facilities that help facilitate national connections, including a five-mile rail spur linked to the Norfolk Southern Railroad mainline, which helps connect to ports on the East and West coasts of the United States.

In a recent press statement, Norfolk Southern Vice President of Intermodal & Automotive Marketing Shawn Tureman mentioned how the

partnership between Norfolk and the Port of Huntsville helped produce yet another record year for the International Intermodal Center.

“The Huntsville and North Alabama community is a fast-growing part of the state and supports a number of important industries from aerospace to automotive. Our partnership with the Port of Huntsville allows us to bring Alabama and Tennessee businesses access to major U.S. seaports. Together, we are ensuring that businesses can enjoy efficient,

reliable, and economical intermodal service that ensures speed to market of their products,” said Tureman.

The International Intermodal Center includes state-of-the-art amenities such as a rail cargo terminal and ramp, on-site U.S. Customs and Border Protection services, Foreign Trade Zone No. 83, and expansive air cargo warehouse and distribution facilities spanning 436,000 square feet, with an additional 35,000 square feet dedicated to cold storage.

With parallel runways measuring

By: Gus Wintzell / Photos by Port of Huntsville

12,600 feet and 10,000 feet respectively, Huntsville International Airport enables simultaneous flight operations, while its air cargo ramp accommodates parking for ten Boeing 747 aircraft side by side. Ranked 21st in the continental U.S. for international air cargo volume, the airport serves seven major cargo airlines, alongside international freight forwarders DSV and Kerry Logistics.

Roberts, speaking on behalf of the port, attributed the surge in rail traffic to strategic partnerships with 14 steamship lines and the reliable services provided by Norfolk Southern.

Noteworthy investments exceeding $70 million have been made in rail intermodal infrastructure and $230 million in air cargo infrastructure.

For 38 years, the International Intermodal Center at the Port of Huntsville has served as a vital link, connecting the burgeoning Huntsville community and the broader Tennessee Valley region with global markets. By delivering top-tier, multimodal transportation services to a diverse regional customer base, the port has played a pivotal role in fostering economic growth and development.

“The impact of our relationships with regional government and community organizations has allowed us to work closely together to produce the kind of prosperity and economic growth that is the envy of cities across the country,” Roberts said. “We look forward to continuing our work to fuel even more expansion and jobs in the communities we serve.” w

A 45-ton gantry crane at the Port of Huntsville moves containers to the intermodal ramp.

The International Intermodal Center at the Port of Huntsville provides a single hub location specializing in receiving, transferring, depot storing and distributing international and domestic cargo via air, rail and highway.

Huntsville Office Spaces See Uneven Resurgence in Interest and Retention

National trends indicate that the rise of telework is hurting commercial real estate as an industry, leaving many office buildings empty. Here in Huntsville, this trend is a bit more unsteady, as some areas across the city are seeing proportionally more workers returning to offices than in other areas.

Though telework has surged in popularity over the last four years, there is still plenty of demand for Class A and Class B office space in Huntsville. Within its portfolio, Freedom Real Estate has a vacancy rate of only 2%, according to Freedom Real Estate & Capital, LLC Vice President Brenda Conville.

Conville also stated that COPT’s Redstone Gateway commercial space is at capacity, whereas downtown commercial space has a vacancy rate of less than 10%.

Though she could not provide an estimate of Huntsville’s commercial vacancy as a whole, Conville said the rate would likely be skewed by vacancies in Cummings Research Park (CRP). Conville compared CRP’s current vacancies to those in the recession.

“During the recession in 2000, up until maybe 2012 or 2013, there was a million square feet of space available in Research Park. It was ridiculous, and they bounced back. It got full again, and now it’s empty again. It’ll get full again.”

Real Estate & Business Development Manager John Roberts explained that companies’ reasons for moving their offices to new spaces like those in Redstone Gateway vary. That said, he indicated that slow growth is typical of Cummings Research Park and that the business is not in cri-

By: Laura Boehringer / Photos by Freedom Real Estate

sis.

“You see a lot of companies that were at Research Park historically, they’ve moved over to the [Redstone] Gateway for various reasons. Maybe it’s visibility, just new space, etc., proximity to their customers, but some of CRP is now lagging behind. But it’s all cyclical,” Roberts explained.

Generally, Freedom Real Estate customers look for space due to growth in offered services and needs for classified meeting spaces and document storage. Roberts says he does not see the expanding need for office space growing disproportionately

between industries, indicating even distribution of need for offices.

Roberts also noted the popularity of mixed-use developments such as Hay’s Farm as well as multi-tenant buildings, which make up most of Huntsville’s office space. Conville added that the practicality of multi-tenant buildings is that when a tenant is lost, it frees up a much smaller part of a building’s footprint when compared to a single-tenant office building.

The smaller office space left behind also fills up significantly more quickly than a single-tenant build-

ing. Conville says a space in a multi-tenant building is likely to remain empty for 3 to 6 months, whereas a single-tenant building would be without a tenant for 2-3 years.

Overall, Roberts and Conville agreed that Huntsville’s commercial real estate industry is in a healthy state of growth across the board naturally as the result of Huntsville’s growth as a city. They assert that as companies continue to grow, they always have a need for office space. In addition to the need to fulfill contractual obligations to have office space, Freedom Real Estate clients say working in traditional office spaces provides invaluable opportunities for collaboration and mentorship among coworkers.

Brittany Able, Practice Lead of Government Services at Actalent, agreed that many employers facilitating remote work also feel a need to return employees to in-office work. Some employees, having worked remotely since the COVID-19 outbreak, are realizing fully remote work does not best suit their individual needs and workstyles.

That said, to employees, the benefits of in-office work don’t always outweigh the practicality of working from home. Able explained that allowing more flexibility options such as unlimited PTO and options for standing desks in in-person working environments can help bridge the gap between those who enjoy the freedom of remote work and employers seeking to move back to in-person work. Above all else, Able recommended that companies gauge interest among employees for different changes in office accommodations and dynamics. w

Will Huntsville Real Estate Always Be Affordable?

Huntsville, AL has been a media favorite, from US News & World Report and Southern Living to Money Magazine and the Wall Street Journal. A common thread amongst these reports has been the uncanny affordability of homes within our city.

A few years ago, you could purchase a nice starter home in one of the area’s best school districts for only $175,000. With high inflation, the area’s growth, and attention from outside investors, homes are becoming less affordable in Huntsville, which will be a challenge for the city moving forward.

One of the best ways to measure affordability is by the Housing Affordability Index.

A score of 100 means the median household income can afford the median-priced home. A score above 100, where Huntsville has lived before the pandemic, means the area is more affordable. Just a few years ago, we were seeing scores in the 170+ range.

However, the most recent data came in at 90, which was an increase from the previous month’s score of 80 due to interest rates starting to drop. The good news is that we’re more affordable than other competing cities, and builders have done a phenomenal job of introducing more affordable homes in the mid $200’s to $300’s to help with affordability.

Rising home prices benefit homeowners, but these prices have an adverse effect on first time buyers, which translates now to lower homeownership rates, a rate that has seen an all-time low in context to the past two decades. This is a challenge for society if our police officers, teachers, and nurses can’t live close to the areas they work in.

It will also have long-term implications on our society as fewer kids have backyards to play in and renters are less likely on average to have the same civic pride in their

community as homeowners do. It’s also a financial issue as homeowners have 40 times the net worth of renters - $300,000 vs $8000.

So, when does our city no longer become affordable?

Well, the answer depends. Affordability is based on home prices compared to income. The challenge is that home prices outpaced income growth, and there’s no sign of a real estate crash. So, for homes to become more affordable, income needs to outpace the price of real estate.

The good news is that Huntsville ranked #2 in the US for income growth in a recent study by SmartAsset. The bad news is that we have a housing shortage that will take at least 10 years to fix and the only way the Fed has been able to slow down demand is through record velocity of rate increases. The Fed has signaled that rates are coming down in 2024 and 2025.

This could increase the local housing affordability index score again to near 100 and stay at this level through 2025 if rates don’t fall too fast to a level that brings back double-digit home appreciation.

However, to stay affordable we’re going to have to turn our focus away from building high-end

apartment complexes and focus on building more affordable housing, including more multi-family homes for sale. If we don’t, Huntsville may no longer be affordable

by 2030 for our kids graduating from college and coming home to take their first teaching and nursing jobs.

For more information on the real estate market or for information similar to the article above, please visit the Matt Curtis Real Estate YouTube channel. w

By: Matt Curtis

Matt Curtis of Matt Curtis Real Estate

Rate Cuts Likely Delayed as Economy Hotter Than Projected

The Consumer Price Index, tracking the economy during the first month of 2024, suggests that the Federal Reserve will be unlikely to cut interest rates until late spring at the earliest.

Data for January showed that the annual inflation rate registered at 3.1%. While this is a noticeable decrease from the 3.4% of December, economists projecting a springtime Federal Reserve interest rate cut to stimulate the market based those projections on an expectation that the inflation rate would fall below 3% for the first month of 2024.

Unless a drastic decrease in inflation occurs during the month of February, the Federal Reserve will likely not act on interest rates until the decline is back on track to meet its goal of a 2% rate for 2024.

“For the housing market, today’s data means that mortgage rates are likely to hang on to the narrow range they’ve occupied since late December, while likely moving toward the upper end of that range,” said Realtor.com Chief Economist Danielle Hale.

The high cost of housing is one factor keeping inflation as high as it has been, and rent costs have continued to be a serious concern for the economy as a whole.

U.S. single-family rent growth increased 2.7% year-over-year in January 2024, according to Corelogic’s U.S. Single-Family Rent Index.

The Alabama Association of Realtors (AAR) annual report projects an 89% chance of a fed funds rate cut sometime in the month of May, and possibly a large one of up to 50 basis points. The AAR projects that such a large cut would, when com-

“For the housing market, today’s data means that mortgage rates are likely to hang on to the narrow range they’ve occupied since late December, while likely moving toward the upper end of that range”

bined with the net positive domestic migration to the state - the Census Bureau reported 30,700 people moving to Alabama over 2023 - and the continuing buildup of housing inventory in the state, result in a jump-starting of the real estate market in Alabama.

The Huntsville Area Association of Realtors (HAAR) report for the first week of February supports this outlook of a potential upsurge in market activity. While pending sales for single-family units decreased by 7.8%, new listings of singlefamily units were up 10%, while

inventory continued to increase, rising by 10.8%.

Townhouse and condo units in the Huntsville Market Area saw their pending sales rise by 77.8%, while

By: Marie Johnson

new listings and inventory increased by 100% and 27.4%, respectively.

These indicators are good news for the rental market, because, according to Fan-Yu Kuo, an economist for the National Association of Home Builders, rent increases are largely driven by a lack of affordable supply and rising development costs.

“Additional housing supply is the primary solution to tame housing inflation,” says Kuo.

The Huntsville Business Journal will continue to monitor the housing market, both nationally and here at home, and report on developments as they occur. w

Exploring the Boundaries of Artificial Intelligence with Space, Education, and Content Creation

As someone who works in marketing, I’ve done my fair share of social media posts, blogs, and videos on a wide variety of topics. It’s hard not to work in Huntsville and avoid the subject of defense or space. It’s called Rocket City! Over the last dozen years, I’ve lost count how many of those pieces of content were related to space and rockets.

As someone who needs to make content, I have seen firsthand that we are on the precipice of incredible content creation. At this point, AI can generate believable text, photos, video and even music. It’s impressive technology yet most innovations in modern AI are only one to two years old.

Most people I meet do not realize the amazing content you can create with relatively no creative skill. Someone creative like myself used to have a major advantage in knowing design and the tools to create, but the barrier to entry into creative works isn’t dropping, it’s disappearing.

To illustrate this point, I’ve generated a minute video with AI - watch it here:

https://youtu.be/4dAo-mRx-iI

Here’s the amazing fact about this video: Every part of the video is AI.

All of the video is generated by RunwayML. I simply described some scenes and it gave me four

previews. I then chose a preview picture and highlighted sections and told it how to animate those portions of the images. It still requires human direction as AI video is very prone to “hallucinations”.

In AI text, hallucination refers to when it makes up a fake answer instead of saying it does not have a solution. Video AI hallucinations resemble more of the traditional use of the word, a visual mixing of uncanny or unsettling motions. However, as you can see, it’s getting way better. Hallucinations are easier to control when the movement is smaller. That’s why most AI videos you watch are in slow motion.

The human-sounding male voice is not real and is generated from a site that costs $20 per month. Over the years, I have hired dozens if not hundreds of voice over jobs. I must admit that we use AI voice if we have a small project with limited budget, like a social post. The untrained ear doesn’t know the difference.

Even the music isn’t real. It’s actually two tracks, one of an eerie space hum and then a slight orchestral background. I simply said what kind of music I wanted and then combined a few tracks.

It’s not a perfect video, but here’s the kicker: if you remove the time it took waiting for the video to generate, this project was produced in around 30 minutes. If you divide out the monthly cost of these things and pay me $100 an hour, it still would have cost less than $100 entirely to make.

AI video is not ready for prime time. This would definitely raise an eyebrow to viewers. Any rocket scientist or engineer who works for

NASA would cringe at the technical inaccuracy of the astronauts or the ships. To the normal person though this is passable if not even a little inspiring.

Here’s the final shocker…I didn’t even write the text! I queried ChatGPT, “You are creating a video about traveling to space for a NASA Commercial. Be inspiring but sound like quotes from a book or story of adventure.” I placed some of the text that generated into the AI voiceover.

The only human part of this was my direction. I chose what to generate and use. I placed the videos, cutting them and lining them up to the script. I added some fading effects manually. That’s it.

What does this mean for the future of video and entertainment? Not a lot yet. This is not going to make a movie. It’s actually a very slow process. The real time this took was about 3 hours, almost all of it just sitting and waiting 2 to 5 minutes for a 4 second video to generate. However, imagine if it took half as long and looked twice as good. That’s when Hollywood should start to get a little concerned.

I finally watched Avatar: The Way of the Water. I was blown away by what they accomplished. AI video is still years if not decades away from replicating anything even close to that level. In fact, given the amount of instructions you might need to give to get that kind of detail, you might be better off just making the movie the right way. At the current speed of AI video generation, a 3 hour movie would take me about 30,000 hours or 3 working years if I knew exactly

By: Carl Holden

what I was making and the AI gave me the video I needed.

But for smaller projects, social posts, website video backgrounds, and other small chunks of content, this is a game changer. The amount of money being dumped into AI video alone is stupendous. Runway alone has raised $141 million and a newer competitor Pika has raised $55 million. Big tech companies sitting on huge amounts of video like Facebook have launched free versions of AI video generation as well. Yes, the videos you uploaded to social media helped train an AI. Really any content on the internet that is publicly visible is up for grabs until/if legislation catches up.

So what should you do? Learn how to use it! At the very minimum, it’s fun to make a small movie and feel like a director. The skills of AI are about human direction. It still requires creativity and making mistakes. The worst mistake you can make is saying, “I’ll try it when it gets better.” By then, others are way better at the tools than you.

As the AI said of space travel, “This journey is our legacy- a beacon for future generations to follow.” Space travel or AI might feel intimidating, but normal humans just like you and I have made the journey. w

“AI Talks” is a series from the Huntsville Business Journal on Artificial Intelligence and its applicability to the world of business. Each month, HBJ plans on bringing you interesting topics led by our contributing expert writer, Carl Holden. This series also introduced another new “writer” to our journal: Artificial Intelligence itself. Using Chat Generative Pre-trained Transformer (ChatGPT), we plan on bringing our readers an “article” written directly by AI. While AI cannot currently write a news article with fully original sources, this series hopefully will introduce our readers to the nuances of Artificial Intelligence in the modern age of business.

Carl Holden, Creative Director of Zellus Marketing

Unlocking the Power of Artificial Intelligence for Content Creation

In the ever-evolving landscape of content creation, artificial intelligence (AI) has emerged as a powerful tool reshaping the way we produce, distribute, and consume media. From generating text and images to crafting videos and music, AI technologies have unlocked unprecedented possibilities for creators across various industries.

In this article, we delve into the myriad ways AI is revolutionizing content creation and explore the implications for businesses, marketers, and creatives alike.

AI-Generated Text

One of the most significant advancements in AI-powered content creation is the generation of text. Natural Language Processing (NLP) models like OpenAI’s GPT (Generative Pre-trained Transformer) series have demonstrated remarkable capabilities in producing human-like text.

These models can generate anything from articles and blog posts to product descriptions and social media captions. By leveraging AI-generated text, businesses can streamline their content creation process, improve efficiency, and scale their output.

AI-Enhanced Visuals

In addition to text, AI has transformed the creation of visual content. Generative Adversarial Networks (GANs) enable the generation of realistic images, illustrations, and designs. This technology has applications across industries, from e-commerce and advertising to graphic design and filmmaking. AI-powered image editing tools automate tasks like background removal, object detection, and image enhancement, empowering creators to produce professional-quality visuals with ease.

AI-Driven Video Production

Video content is king in the digital age, and AI is revolutionizing the way videos are produced. AI-based video editing tools offer features like automated scene detection, video summarization, and even virtual cinematography.

With AI-generated animations and special effects, creators can elevate their storytelling and captivate audiences like never before. Moreover,

By: ChatGPT

AI-powered voice synthesis enables the creation of lifelike voiceovers, eliminating the need for human voice actors in certain scenarios.

Personalized Content Recommendations

AI algorithms are also reshaping content distribution through personalized recommendations. Platforms like Netflix, YouTube, and Spotify use AI to analyze user preferences and behavior, curating personalized content recommendations tailored to each individual. By delivering relevant and engaging content to users, businesses can enhance customer satisfaction, retention, and engagement.

Content Curation and Aggregation

AI-powered content curation tools scour the web for relevant articles, blog posts, and social media updates based on predefined criteria. These tools help marketers and content creators stay informed about industry trends, competitor activities, and consumer preferences.

AI-driven content aggregation platforms aggregate and organize content from multiple sources, enabling users to discover and consume information efficiently.

Predictive Analytics for Content Strategy

AI-driven predictive analytics tools analyze vast amounts of data to forecast trends, identify emerging topics, and optimize content strategy. By leveraging machine learning algorithms, businesses can gain insights into audience preferences, engagement patterns, and content performance metrics.

This data-driven approach enables informed decision-making and empowers creators to create content that resonates with their target audience.

Conclusion

As AI continues to evolve, its impact on content creation will only intensify. From automating repetitive tasks to enhancing creativity and personalization, AI technologies offer unprecedented opportunities for innovation and growth. However, it’s essential to recognize that AI is a tool, not a replacement for human creativity and expertise. w

On March 01, 2024, the Von Braun Center (VBC) officially kicked off celebrations for the center’s 50 year milestone with the Huntsville community. Capping 50 years of jammed packed shows, hilarious comedians, and heart-stopping performances, the VBC is celebrating the past five decades with record numbers released during their 2022-2023 economic impact report.

In total, the Von Braun Center hosted 544 events during that time span, with a cumulative economic impact that exceeded more than $97 million.

Altogether, nearly one million people attended events this past year, including entertainment, sports, weddings, meetings, conferences, and more. These data points are pulled from a shared economic impact calculator and Ticketmaster.

These numbers show continued growth for the civic center in every metric, as the total economic impact is nearly 20% greater than the $80 million reported in the 2021-2022 report, and the total number of guests more than doubled from 500,000 last year.

This level of growth can seem surprising on the surface with the recent establishment of another large venue in the Orion Amphitheatre, but according to the director of the VBC, Steve Maples, these growing trends will not stop anytime soon.

Maples sat down for an interview with HBJ to talk about the report and the upcoming anniversary celebration in order to give some insight into the most recent numbers and potential growth moving forward.

“Most of those economic numbers are driven more by conventions and conferences than from the arena or concert business. It’s definitely a part but not the biggest part as the convention center business has continued to grow and expand,” Maples explained. “After coming out of 2019 when we took that dip along with everyone else, we haven’t slowed down at all. As a matter of fact, we have drawings on the board right now to double our convention center space. Nothing has been determined yet by the city for a time frame, but I would like to say that it will be doubled within the next 5 years.”

It’s arguable that director Maples has more knowledge of everything that pertains to the VBC than any other person

Huntsville’s Von Braun Center Celebrates Economic Numbers Alongside Nearly

By: Noah Logan / Photos

in history. He’s been the venue’s director since 2007 and has been employed with the VBC in various capacities for 47 of the 50 years it’s been operating.

When asked to put into words how instrumental the VBC has been to the city of Huntsville and its growth over the last five decades, he pointed out how the rest of the city has essentially grown around the venue and continues to do so.

“You know, sometimes I tell people when we start having these kinds of conversations, to just imagine what Huntsville would be like if the VBC was not here. I mean, we are definitely the economic impact generator of downtown Huntsville and Huntsville as a whole,” he argued.

In addition to the vast economic impact measured by the number of events and attendees, the Annual Report also highlights the quality of the events held along with noteworthy accolades the VBC has earned throughout the year.

These accolades include the Arts & Recreation Business of the Year Award from the Huntsville/Madison County Chamber of Commerce, a Readers’ Choice Award from ConventionSouth Magazine, a Diners’ Choice Award for Rhythm on Monroe, and a PEAK Award from Alabama Mountain

Celebrates 50 Years With Record Nearly One Million Annual Visitors

Photos by Von Braun Center

Lakes Tourist Association.

In regards to the notable events held over the past year, there are several standouts.

The Alpha Kappa Alpha national sorority held the 91st edition of their Southeastern Conference at the VBC that generated an economic impact over $4 million and set a new record in the hospitality industry where over 4,400 guests were all served food in just 46 minutes.

One event was even filmed for television with the George Jones Tribute concert, which even had a theatrical release for one night.

George Jones, also referred to by many as “The Possum,” sold over 20 million albums, was a member of the Country Music Hall of Fame, a member of the Grand Ole Opry, and a Grammy Lifetime Achievement award recipient who topped the Billboard singles chart 14 times and accumulated 143 Top 40 hits during his illustrious career.

On April 25, 2023 (ten years after his passing), the VBC Propst Arena held a sold-out show with some of country music’s biggest stars paying homage to the man known as ‘the greatest country singer of all time.

“Still Playin’ Possum: Music & Memories of George Jones” featured artists ranging from Jelly Roll, Brad Paisley, Tanya Tucker, Dierks Bentley, Sam Moore, Travis Tritt, Jamey Johnson, and many more. This legendary concert was one of the top five highest-grossing events ever held in the VBC’s 48-year history

and had an estimated economic impact of over $1.2 million, with additional impact from future television broadcasting.

This fiscal year also saw the introduction of continuing renovations to the VBC’s North Hall and its rebranding as the Saturn Ballroom. The VBC’s North Hall originally opened on December 4, 1987, with a “Premier for the Arts” black-tie gala.

The total project, which added around 100,000 square feet to the facility, cost $8 million. The addition of the hall almost 36 years ago was intended to enhance the flexibility of the overall facility by adding space for banquets, meetings, and receptions.

After receiving city approval in 2021, the ballroom renovation project began in May 2022 and is projected to be complete by the end of 2023 with a total project cost of $12.5 million. Renovations will include upgraded wall coverings, flooring, a color-changing LED lighting system, an upgraded audio system, and more.

Modified areas include the ballroom, main entrance lobby, public corridors, restrooms, meeting rooms, and other auxiliary spaces. Additionally, the building exterior is receiving a new roof system, exterior paint, new

signage, and a decorative LED lighting system.

The tagline for the VBC’s 50th anniversary is ‘Your Place Through Time.’ This line aims to bring attention and celebrate the fact that even though much emphasis is placed on the money generated through the VBC by bringing people from all around the world to Huntsville for entertainment, business, and everything else, the Von Braun Civic Center belongs to the Huntsville community and it always has.

Director of Marketing and Publication Relations for the VBC Samantha Nielsen expanded on this idea.

“We landed on ‘Your Place Through Time’ because this really has been everyone’s place through time. Whether you’re coming for a graduation, wedding, concert, date, or even prom, the VBC has been everybody’s place through time. That resonated with the staff along with the board and we’re hoping it resonates with the community as well,” said Nielsen.

One reason the VBC has been ‘our home’ from the start is because of people like Bob Stagg. Stagg was one of only seven people who made up the first Von Braun Civic Center Board of

Control established by the mayor in 1970. He, along with six others, were responsible for the oversight of the design and construction of the center. While interviewing Stagg about his role in the foundation of the VBC, he repeatedly made it clear that everything the board did was in response to the community needs at the time.

His involvement with the board is still a point of personal pride to this day, and he vividly remembers how the community responded when they finally had ‘their place’ in 1975.

“It was instantaneous,” recalled Stagg. “Within the first year, we had the circus come to the arena; there was an explosion of traveling road shows from the Broadway Theater League because they now had a place to finally do shows besides the old high school. Everything took off. Within six years, we were overbooked, and then eight years later, we were overbooked again. The level of Country and Western and other performers just went up by an order of magnitude. Everybody in Huntsville and everybody who was a farmer wanted to come here. We were able to bring Elvis Presley to Huntsville the first year we opened in 1975, which was unheard of for a city our size at the time.”

“Once the doors opened any resistance evaporated because the community saw what a great facility it was,” Stagg concluded. w

The Mars Music Hall and Rhythm on Monroe additions

National Trend Towards Sustainable Fashion Takes Root in Huntsville Businesses

The concept of sustainable fashion has grown in popularity in recent years, as U.S. consumers have become more aware of the environmental and human costs of fast fashion.

In stark contrast to fast fashion, sustainable fashion prioritizes worker well-being, environmental consciousness, and waste reduction.

Secondhand shopping is one way that shoppers can reap the benefits of sustainable shopping while not sacrificing style. And it’s going mainstream.

“The U.S. secondhand market is expected to more than double by 2026, reaching $82 billion,” reported thredUP in a news release.

Major brands are shifting the fashion industry towards patterns of greater sustainability, as they respond to consumer demands for change.

In Huntsville, three local entrepreneurs are making this national trend accessible to local shoppers.

Anna Rojas and Caleb Shaw, coowners of One Man’s Vintage, and Shannon Healy, owner of Off The Rack, are spreading their love of vintage and consignment clothing while simultaneously satisfying consumers’ desire for more sustainable options.

Rojas and Shaw, partners in both business and life, met in college and bonded over a mutual love of thrifting vintage apparel.

Rojas told the Huntsville Business Journal that social media is propelling the popularity of sustainable fashion and vintage shopping.

She says customers see their favorite TikTok personalities posting vintage hauls, and they want to recreate that shopping experience for themselves.

“As Huntsville has grown, people come here who may be more familiar with vintage in Chicago, or vintage in New York. When they get to Huntsville they already know about vintage, and they want to find a local vintage store,” Rojas told the Business Journal.

Shaw adds that a trend towards nostalgia for the recent past also inspires their clients.

“Nostalgia is a big factor. We mainly focus on the 1980s and ‘90s. It’s always cool to see people’s unique experiences with specific pieces they see in here,” Shaw told the Journal.

Vintage shoppers, expressing themselves through popular throwback styles, are giving a second life to each piece they save.

The Huntsville vintage market gravitates towards “anything space related, for sure,” Shaw told the Business Journal, “NASA, Star Wars, and NASCAR are also really popular.”

Shannon Healy, owner of Off The Rack, caters to shoppers looking for sustainable fashion pieces that were produced more recently. All clothing pieces in this upscale consignment shop are less than three years old.

While special occasions such as prom, homecoming, weddings, and events are Healy’s bread and butter, she also carries everyday dresses and women’s workwear.

“We’ve recently started to carry

By: Sarah Zupko

more elevated brands. We’ve got Hugo Boss, Diane Von Furstenberg, and Alice and Olivia,” Healy told the Business Journal.

Shopping consignment allows customers to access luxury brands that might otherwise be above their typical price point.

“One of the most exciting parts about doing consignment in Huntsville is we have so many government, Department of Defence, and military folks here that have come from other places. They are bringing dresses from brand names and stores that we don’t have locally,” Healy told the Journal.

In addition to benefiting the environment in the long term, consignment shoppers experience immediate financial benefits.

At Off The Rack, dresses that have been gently used are 50 - 70% off of the original price, Healy told the Journal. New dresses, that have never been worn, are 30 - 50% off of the tag price.

Whether shoppers come into Off The Rack for a casual cotton dress or a high-end evening gown, Healy wants each client to leave the store feeling great about herself.

“We want every woman who comes in, regardless of her age or her size, to leave in a dress that is going to make her feel confident and beautiful. And we hugely believe that this is possible,” Healy told the Business Journal.

For Huntsville shoppers, sustainable fashion means personalized service, access to one-of-a-kind pieces, and the chance to access a national trend without ever leaving town.

Find Off The Rack on their website, on Instagram at @offtherack256, and on Facebook. Off The Rack is located at 2004 Byrd Spring Road.

Find One Man’s Vintage on their website and on Instagram at onemans_vintage. One Man’s Vintage is located at 100 Jefferson Street North, Unit 147/148. w

One Man’s Vintage is located on Clinton Row in Downtown Huntsville (Photo credit: Caleb Shaw)

Owner of Off the Rack, Shannon Healy, offers customers sustainable fashion pieces coming from modern brands (Photo credit: Shannon Healy & Caleb Shaw)

Ivey’s GenAI Task Force Explained: Officials Weigh in on Local, State Business Implications

Last week, Governor Ivey’s office announced the formation of a task force aimed at proposing policies for the responsible and efficient utilization of Generative Artificial Intelligence (GenAI) within state executive-branch agencies.

The task force was created by Executive Order 738.

The statement explained that the task force “will consist of seven cabinet members, two representatives from Alabama higher education, and four legislators, including two state representatives and two state senators.”

Dr. Hari Narayanan, Department Chair of Computer Science and Software Engineering at Auburn University, is one of the two representatives from academia on the committee.

Dr. Narayanan explained the significance of having representatives from academia, the Cabinet, and the Legislature on the task force.

“Scholarship in the technical underpinnings and ethical use of GenAI resides in Alabama’s institutions of higher education. The Cabinet has knowledge and technical expertise regarding where opportunities of GenAI to enhance the performance of state executive-branch agencies are. The Legislature is of course important in deciding laws pertaining to the use of GenAI,” said Dr. Narayanan. “So the complementary expertise of these three groups of Task Force members and their collaboration are what will ensure the success of this Task Force.”

Dr. Matthew Hudnall, Associate Director of the Institute of Data & Analytics at the University of Alabama and GenAI committee member, is optimistic about what AI can do for Alabama businesses.

“The word that comes to mind is opportunity,” Dr. Hudnall told the Business

Journal. “The executive order highlights the need for pilot projects using AI. To me, that sounds like an excellent opportunity for innovative businesses to evaluate ideas at the next level. For Alabama to establish an environment that carefully evaluates but encourages AI is a significant opportunity for businesses to create the next big thing.”

Stacia Robinson, Director of the Alabama Office of Minority Affairs, will be one of seven Alabama Cabinet members on the team.

Director Robinson anticipates that the committee will help prepare Alabama’s workforce to meet the needs of an evolving marketplace.

“The collaboration signifies a strong investment in the future workforce, with education initiatives likely to produce graduates skilled in AI and related technologies. This talent pool can provide businesses with the human capital needed

to drive growth, innovate, and maintain a competitive edge in an increasingly digital economy,” said Director Robinson. While the delegation will review

the use of GenAI statewide, Dr. Narayanan anticipates that the possibilities for economic growth created by AI will be especially pronounced in North Alabama.

“Given the concentration of federal entities, businesses, and a highly trained STEM workforce in North Alabama, opportunities for effective use and guidelines for responsible use of GenAI that this committee will identify and develop ought to have a very positive impact on this region,” Dr. Narayanan told the Business Journal. “Auburn, with its significant expertise in AI and a Research and Innovation Campus in Huntsville, can help not only disseminate the findings in North Alabama but also assist the community in effectively implementing GenAI, once the Task Force completes its work and submits a report to the Governor.”

The GenAI Task Force is expected to submit this report, including findings and recommendations, to Governor Ivey by November 30, 2024. w

By: Sarah Zupko / Photos by State of Alabama

Unraveling the Numbers: The Controversy Surrounding the Recent Report on Huntsville’s Work-From-Home Trends

A recent report published by a company called LLC.org and publicized by NOBLE DIGITAL STUDIO LLC alleges that “the number of people working from home in Huntsville has dropped by 34.7% since 2021.”

This statistic is surprising on the surface as the statewide average of people working from home only dropped around 4% according to the same study while the nationwide average decreased by 11.6%.

However, some numbers in this report seemed very confusing and even improbable. The study claims that Huntsville, by itself, saw a decrease of 8,031 people that worked from home since 2021. The report then goes on to say the total decrease for the entire state of Alabama was 8,487 people. Does this mean that only 456 people across the rest of the state went back to work post pandemic?

If you have doubts about these numbers, you’re not alone.

The Huntsville Business Journal attempted to find out how accurate this study’s claims truly were but verifying reports from sources like these is often difficult. Before we take a deep dive into the inconsistencies and questionable conclusions in the report, some background information on these specific types of studies and the businesses who create them will prove helpful.

LLC.org (LLC) is not a company who specializes in research and data analysis in the same vein as companies like Forbes, Statista and the Pew Research Center. A visit to their website shows their main focus as a source of information for how to start and launch an LLC and manage the process that goes with it. The report in question doesn’t appear on their website anywhere and neither do any other studies.

Besides the various LLC formation guides, the only other links on the site are product reviews of various companies who help expedite and simplify the LLC formation process for individual customers. As stated on their website, “We might receive compensation from the companies whose products we review.”

NOBLE DIGITAL STUDIO

LLC (NDS) is the company who promoted the study. Quoting their website, the company’s goal is to “help businesses and agencies CREATE engaging content that earns quality links from the largest and most authoritative publications by blending a newsroom mentality with long-term creative strategy.”

The three main ways they do this and help their clients:

- Earn Authority: Topical and driven content designed to enhance brand identity and improve your website’s authority.

- Increase Visibility: Generate quality media placements in high authority publications. Better links. Better revenue.

- Capture Attention: Compelling campaigns that connect with journalists and your audience.

This context helps understand the business model for making studies like these. A company like LLC.org wants more traffic to their website and enlists a company like NDS to create a report on a topic related to LLC’s line of work. NDS shares the report in mass to journalists and publications most likely to find it prudent to publish the information and they credit LLC as the author. This will then hopefully result in new visitors to LLC.org and retaining some of those as recurring visitors.

From this, one question remains: how accurate is the report?

It’s hard to say exactly how accurate the study’s information is regarding the numbers of Huntsville specifically. The data used in the study does come from the Census Bureau so the numbers are not made up. However, the criteria they use for determining if someone is working remotely or on location is not entirely conclusive.

In an email from NDS founder Collin Czarnecki, he informed HBJ that the number of at home workers tallied in the study come from the responses of one specific question in the Census Bureau’s American Community Survey: “How did

By: Noah Logan

this person usually get to work last week?”

The survey administrators would then mark which of the options the respondents used as a method of transportation for the majority of the distance traveled to work the previous week with one of the answer choices being “worked from home.”

While this methodology is sound for providing some useful information, taking the amount of people who responded that they worked from home “last week” at a point in 2021 and subtracting it by the number of people who responded with the same answer at another point in 2022 isn’t a

WORKFORCE DEVELOPMENT

reliable sole indicator in determining how many people stopped working from home.

Additionally, when asked how Huntsville accounted for 8,000 of the 8,500 workers who stopped working from home, Czarnecki responded with a different set of numbers that seemingly go from improbable to impossible.

Czarnecki’s statewide numbers included:

- A decrease in workers who worked from home 2021 vs 2022 across Alabama: 6,780.

Percentage decrease: 3.3%.

- A decrease in workers who worked from 2021 vs 2022: 8,031. Percentage decrease: 34.7%.

HBJ reached out to various city officials to ask their thoughts on the study’s initial 35% decrease claim and Claire Aiello with the Huntsville/Madison County Chamber pointed out a specific area that has potential for confusion.

“What do they call returning to work? If workers at Redstone Arsenal go in one day a week and work remotely the other 4 days, are they counted as returning to the office,” asked Aiello.

She also pointed out that the metros with the 2nd and 3rd highest decreases in remote workers were Norfolk, Virginia and Huntsville, Alabama, which are both cities with a much higher concentration of military work and federal contractors than other metros.

Even if her question can be addressed by the “most often” part of the Census question, what if a survey respondent worked on location at the arsenal the week before taking the survey because certain research was scheduled to be tested in person that week but was able to work from home in the weeks prior and after he or she took the survey?

Does the updated study account for the fact that Huntsville’s population grew by 5,500 people in the time frame, which consists primarily of people moving here to work at a physical workspace?

When these questions were posed to Czarnecki at NDS, he replied that he wasn’t able to find detailed information regarding hybrid workers.

The fact is that no one has calculated the exact change of remote workers in Huntsville since the COVID-19 pandemic on a city wide scale and doing so reliably could only be accomplished by obtaining specific workforce statistics from Huntsville’s largest employers.

HBJ was also able to talk with VP of Talent Initiatives (formerly called Workforce) Lyndsay Ferguson and while she did have questions about the narrative presented by this study, she spoke to the importance of workplaces being as flexible as possible in this new era.

“The chamber has not led any direct studies that would give me data to share with you that says X percentage of our workforce is now working either fully in the office, from home or in a hybrid role,” she explained.

“I think what we’re seeing, and a lot of a narrative that I hear from our businesses, is the realization that there are opportunities for flexibility that may look different than what we thought possible prior to the pandemic and it has caused us to think differently about all kinds of things as it comes to work. This week, in particular, is probably a great example of that with the winter storm. I think the narrative that maybe it’s trying to tell isn’t really accurate, but I do think our business community is being mindful about the question of ‘What does work look like in 2024?’”

HBJ will be working with Redstone Arsenal in the future to provide an update on what the current landscape is like regarding remote, hybrid and on location workers for North Alabama’s largest employer.

Until then, this story can hopefully serve as a reminder to always double check any studies used to make newsworthy claims as sometimes the end goals of them are more financially motivated than informationally so. w

NASA

New Facilities and Partnerships Among Goals for Pelfrey as Marshall Director

On February 5, 2024, Joseph Pelfrey stepped into his role as director of NASA’s Marshall Space Flight Center. Up until then, he had been acting director since July of 2023.

Pelfrey has been with NASA for two decades, holding several positions from aerospace engineer to deputy center director. He recently held a press conference to talk about his plans for the Center.

“We’ll have a vibrant workforce that is making sure all these missions can be accomplished”

“For more than six decades, Marshall Space Flight Center has been on the forefront of leading humanity’s endeavors in space. We have been a beacon of innovation and discovery right here in Huntsville,” said Pelfrey.

Pelfrey added, “Marshall’s future is bright…the future built on a legacy only we could do.”

Pelfrey praised the community’s continued enthusiasm and support for Marshall Space Flight Center and NASA.

“Our partners and the community are on this journey with us,” he said.

The Center’s missions are enabled through strategic partnerships, according to Pelfrey. Going forward, Marshall will be focusing on building more of these partnerships, seeking out those that align with its mission needs.

Asked where he sees Marshall in 20 years, Pelfrey said he expects to see humans utilizing moon habitats and spacecraft developed by Marshall.

“We’ll have a vibrant workforce that is making sure all these missions can be accomplished,” Pelfrey added.

And, according to Pelfry, Marshall has a critical role in putting the first person on Mars. Marshall is focused on putting humans in deep space, including establishing a habitat on the moon and sending hu-

“For more than six decades, Marshall Space Flight Center has been on the forefront of leading humanity’s endeavors in space. We have been a beacon of innovation and discovery right here in Huntsville”

mans to Mars.

“The first person to walk on Mars is in our schools today,” said Pelfrey.

The Center also prioritizes community involvement. Pelfrey talked about a few of the exciting things on the horizon.

A Marshall payload, dubbed Lunar Navigation I, is currently on board the Odysseus, Intuitive Machine’s private lander that launched from Kennedy Space Center on Thursday, February 15th. Data collected will provide crucial guidance for NASA’s Artemis missions.

Marshall is also building two new facilities at its location on Redstone Arsenal. One will replace the historic building at 4200 Rideout Road that had to be demolished in 2020. The other is a 144,000-square-foot stateof-the-art engineering and science laboratory.

Pelfrey announced that the US Space and Rocket Center, in partnership with Downtown

Huntsville, Inc., will bring back its family-friendly NASA in the Park event on June 22, 2024. This popular event is one way Marshall invests in the next generation.

Investing in the next generation is important to Pelfrey. As a boy, he watched replays of the Apollo missions and recorded and rewatched every space shuttle mission. These things inspired him to pursue his dream of working for NASA.

Asked about his most memorable experiences working with NASA, Pelfrey referred to his time on the International Space Station (ISS) project. This experience stands out the most because he was able to witness the entire life cycle of some of the space hardware used on the ISS.

With the projected end date for the ISS, the knowledge and experience gained from that space habitation project will be extrapolated to the Artemis project. Pelfrey said the concept review for that has already kicked off.

The Artemis missions will establish a base camp on the moon and the Gateway in the moon’s orbit. Each mission will provide knowledge and expertise in preparation for the first human mission to Mars. The tentative launch date for Artemis II is September 22, 2025. Artemis II will be the first crewed Artemis mission, flying four astronauts around the moon.

“Marshall’s future is bright…the future built on a legacy only we could do.”

Marshall Space Flight Center in Huntsville, Alabama, is one of NASA’s largest field centers. Marshall is responsible for an approximately $5 billion portfolio of human spaceflight, science, and technology development projects. Since 2020 Marshall has hired 600 new NASA employees. Marshall now employs nearly 7,000 civil servants and contractors. Pelfrey said Marshall is doing well and does not anticipate layoffs.

The Center possesses robust design, development, and testing capabilities. Marshall also manages the Michoud Assembly Facility in New Orleans, Louisiana. Michoud currently has components in production for the forthcoming Artemis missions including the Orion spacecraft.

Pelfrey graduated with his bachelor’s degree in aerospace engineering from Auburn University. He began his NASA career in the Science and Mission Systems Office and served in various leadership roles in the International Space Station Program, the Marshall Engineering Directorate, and the SLS Spacecraft/ Payload Integration and Evolution Office. Additionally, he served as manager for the Commercial Orbital Transportation Services Project at Marshall and the Exploration and Space Transportation Development Office in the Flight Programs and Partnerships Office.

After his appointment to the Senior Executive Service in 2016, Pelfrey served as associate director for operations in Engineering, and later became deputy manager and then manager for Marshall’s Human Exploration Development and Operations Office. He was appointed as Marshall’s deputy center director in April 2022. w

By: Heather Alfonso /

Photo by NASA

ASCTE Announces Strategic Partnership with the U.S. Army Space and Missile Defense Command

A ceremony was held on the afternoon of Thursday, February 15th, to mark the signing of an Educational Partnership Agreement (EPA) between the U.S. Army Space and Missile Defense Command (SMDC) and the Alabama School of Cyber Technology and Engineering (ASCTE).

In attendance at the ceremony were representatives from both SMDC and ASCTE, as well as the ASCTE student body. The program was held on the school’s campus on Wynn Drive.

Aaron Brazelton, Director of Admissions and Advancement at ASCTE, welcomed visitors by explaining what makes the school unique.

“We are the first school in America focused on integrating cyber technology into the engineering life cycle. Behind you are 332 of the most promising students from across the state of Alabama. They have chosen this unique, rigorous, and distinctive academic education that will prepare them, both in theory and in practice, for the challenges of our workforce,” said Brazelton. “In four short years, the students behind you have propelled this academic institution to the top 1% of all U.S. public high schools.”

Brazelton credited Alicia Ryan, who currently serves as the President of the ASCTE Foundation and as the

Vice-Chair of the ASCTE Board of Trustees, for her instrumental role in creating the founding vision for the school.

Ryan explained that ASCTE was borne out of a desire to establish a secondary school that would prepare students for careers in technology.

“Five years ago, Mayor Battle asked several of us, in [the cyber industry in] Huntsville, to identify what was needed from the workforce in Alabama, and in the nation, to support our federal government. And what was needed? We determined that you were needed,” Ryan said to the gathered student body. “You should be proud of that.”

Matt Massey, President of ASCTE, and Richard DeFatta, Deputy

to Commanding General, SMDC, each delivered remarks before signing the partnership agreement.

Massey explained that providing students with opportunities to gain relevant industry experience, which will be further supported by the partnership with SMDC, has always been a priority for ASCTE.

Massey expressed his appreciation for the “confidence and vision” that DeFatta was placing in the high school students, who are distinctive among their peers for attending a school that has entered into such an agreement.

DeFatta explained the singular nature of the relationship between SMDC and ASCTE.

“We signed a very similar agreement with the University of South Alabama several months ago. We have also signed partnerships with other universities, but this is the first time that we’ve ever had this kind of relationship with a high school,” said DeFatta.

In signing the Memorandum of Understanding, Massey and DeFatta formalized the cooperation between ASCTE and SMDC.

ASCTE students and administrators anticipate that the partnership between the school and SMDC will be formative for students.

“This partnership is going to support our field experience program, which spans the four year life cycle of an ASCTE student,” Aaron Brazelton told the Business Journal. “There will be site visits, speakers coming to the school, and also mentorship opportunities with Space and Missile Defense. We have had four students over the past three years complete internships with SMDC.”

While Kyra Richardson, ASCTE Student Ambassador Co-President, will be starting a pre-med track at Harvard in the fall, she is excited about what this collaboration will mean for the students who follow.

“SMDC signing the Memorandum of Understanding is unlocking a new pathway into governmental agencies and into industry,” Richardson told the Business Journal. “This will allow students to not just see how the cyber and engineering worlds are connected with everything, but to gain hands-on experience as well.” w

By: Sarah Zupko /

Photos by Sarah Zupko and Kelsey Nayman

Pictured L to R: Ms. PeggyLee Wright, Mr. Richard De Fatta, Ms. Alicia Ryan, and Dr. Terry Carlson

Kyra Richardson, ASCTE Student Ambassador Co-President and Class of 2024, delivers closing remarks

Matt Massey, President of ASCTE, and Richard De Fatta, Deputy to Commanding General, SMDC, sign the Memorandum of Understanding

Talking Huntsville History and Iconic Coffee with The Kaffeeklatsch

Everything about The Kaffeeklatsch is iconic to Huntsville, from its German name - a nod to the German rocket scientists who came here in the 1960s - to its nearly 50 year history in the historic Terry Hutchens building in downtown.

The business has grown up with Huntsville, so to speak, experiencing its own changes and challenges since it opened in 1976. What hasn’t changed is the commitment of The Kaffeeklatsch owners Grant and Kathryn Heath to provide high-quality, fresh-roasted coffees from around the world to the people of Huntsville.

Originally from North Alabama, the Heaths fell in love with fresh-roasted international coffees in the mid 1970s in the Italian neighborhoods of San Francisco where they were living at the time. The couple decided to come home to Alabama and open a coffee shop here.

That may sound like no big deal today, but in 1976 coffee shops were not as common as they are today.

The Kaffeeklatsch manager Joanna Weand said everyone thought that they were crazy. Nobody wants to go to a coffee shop, they said. The Heaths opened anyway, in May 1976.

In 1977 they began what is today the core of the business: roasting.

“It’s really neat to take this raw thing and be able to manipulate it in a machine and then come out with this finished product and be able to drink it and share it with other people and they like it too,” Weand said.

By roasting the coffee themselves the business has better control over the quality and flavor of its products.

“This way we can make sure it’s as fresh as we want it to be,” she said.

The vintage 1929 Jabez Burns No. 7 Roaster - still in use today - was brought up from New Orleans. This was quite the big undertaking. The front window of the

building had to be temporarily removed to bring the roaster into the shop.

Many may remember The Kaffeeklatsch Bar, which became a popular music and entertainment hangout in the ‘80s and ’90s. Longtime Kaffeeklatsch employee Carole Record ran the The Kaffeeklatsch Bar for more than 30 years. When she retired, the bar retired along with her.

“I know tons of people miss the bar and I totally get it,” Weand said. “I have my own memories from there and I miss it sometimes too.”

But the primary focus of The Kaffeeklatsch, then and now, has always been the roasting.

“I don’t know that they ever thought it would become the main business,” Weand said, “but through the years that’s just what they really enjoyed and what they kept building.”

Just because The Kaffeeklatsch doesn’t run a full-service coffee shop anymore doesn’t mean that locals can’t enjoy a hot, brewed cup. Several Huntsville coffee shops and restaurants brew and serve The Kaffeeklatsch blends including Dragon’s Forge Cafe, Bus Stop Coffee, La Esquina Cocina, and Pizzelle’s Confections. Pizzelle’s also uses The Kaffeeklatsch coffees in several of their chocolates.

What even is a “kaffeeklatsch”? Weand said it is a German word that means coffee gossip or gossip around coffee. One of the Heaths’ friends suggested the name. Weand said the Heaths liked the meaning of the word and the connection to the German rocket scientists here.

“Sometimes

we’ll have German tourists come in and of course, when they come in they’re like, ‘Oh, there’s not somewhere to sit down to have a treat and coffee,’ and we’re like, ‘We’re not exactly a kaffeeklatsch anymore.’”

The business roasts coffee beans from more than 25 countries from some of the world’s best coffee regions including Africa, Central and South America, and Indonesia. The beans arrive at The Kaffeeklatsch in large, 130-lb. burlap bags, about 20 bags at a time.

They roast every day, about 15 pounds at a time. The roaster can handle more but roasting a smaller amount is how The Kaffeeklatsch manages freshness, quality and flavor. Beans are roasted between 200 and 400 degrees, between 10 and 20 minutes, depending on the desired roast..

“At the different roast levels you’ll get a different flavor of the bean,” Weand explained.

“When you do

By: Heather Price / Photos by The Kaffeeklatsch

more light roasts you get much more of the inherent natural flavor of the bean but it tends to be a bit sharper because you haven’t developed some of the other acids and sugars that are in the bean. A medium roast you get a bit more of a balance where you get the natural flavors and you get some of the sweetness. When you get into the darker roast, that’s where it’s more about the roast itself because you still get a little bit of that natural flavor but it’s more about the boldness and richness of the dark roast that we’re aiming for.”

The natural flavors that come alive during the roasting process have to do with where and how the coffee is grown and how the beans are processed.

“Not all coffee beans are the same,” Weand said. “There’s lots of different varieties that you can grow, and some countries only grow certain kinds. All of the beans taste different, and even within a country, coffees will have a similar flavor profile from farm to farm, but even from farm to farm you’ll find little differences. Then when you bring in some of the different processing techniques, you can really change some of the inherent flavors.”

Weand, personally, prefers the flavor of naturally processed coffee which tends to have a lot more sweetness.

“Coffee beans are actually the seed of a little fruit that looks like a little cherry. Most of the processing that coffee goes through, they remove the outside first. But when they naturally process it, they actually leave that on and let it dry a little bit, so it leaves more of that fruity flavor behind from the fruit itself, and they tend to have more sweetness.”

Visit The Kaffeeklatsch, at 103 Jefferson St. N, Tuesday through Thursday, 9 a.m. – 4 p.m., Friday 9 a.m. - 7 p.m. or Saturday 10 a.m. - 3 p.m. Find out more about available coffees and order online at https://www.kaffeeklatsch.com/. w

Grant and Kathryn Heath

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Two New Airport Projects

Begin as $13M Upgrades

Continue as Planned

North Alabama flyers can expect to continue to travel with ease as multiple improvements to the facilities at Huntsville International Airport (HSV) are expected to be completed throughout the year.

Construction firm Robins & Morton is currently working on three improvement projects at HSV.

The $13 million main concourse renovation, which began in April 2023, will increase accessibility for travelers with the addition of a second elevator and a second set of escalators. The existing elevator and escalators will also be replaced, and two new sets of stairs will be installed.

To complete the upgrades, temporary ramps were constructed to connect the security exit area to the concourse, maintaining uninterrupted access for travelers to their gates. The project is scheduled to be completed in about a year.

Meanwhile, work is underway on the renovation and expansion of Signature Aviation’s private terminal, a fixed-base operator (FBO) facility that will serve private, corporate, and government aviation customers.

The 5,000-square-foot renovation and 3,500-square-foot expansion will include a redesigned entrance and elegant, new interior, complete with comfortable lounges and private meeting rooms for travelers. Work is expected to be completed later this year.

Finally, Robins & Morton is working to convert an existing airport parking lot into a rental car return lot. The project will include a new entrance and the addition of two canopies, one for the rental car facility and another to cover a walkway for customers. The project is scheduled for completion in summer 2024.

“We are excited about the progress on several upgrades at Huntsville International Airport,” Robins & Morton Division Manager Mitch Coley said. “These renovations will

help create a more seamless, welcoming experience for travelers at the airport voted No. 2 in the 2023 USA Today Readers’ Choice Awards for best small airport. We are thankful for the trust the Huntsville-Madison County Airport Authority and Signature Aviation has placed in us to deliver these projects.”

Robins & Morton is the general contractor for each of these projects. EDT-THA Architecture is the architect for the main concourse renovation, HDg Architecture is the architect for the private terminal project, and KPS Group, Inc. is the architect for the rental car return lot project. w

Billboard: Orion Amphitheater

Top East Coast Amphitheater in 2024 List

The awards continue to come streaming in for the Rocket City as now a major venue in North Alabama has scored national recognition.

Billboard has named Huntsville’s very own Orion Amphitheater as the “Top East Coast Amphitheater” on the 2024 Top Music Venues list, a list thank includes only 26 other venues nationwide.

“What an incredible honor to be included on this prestigious list of venues across the globe by such a longstanding and respected institution such as Billboard,” said Managing Director Ryan Murphy. It is staggering to think about the amazing amphitheaters all across east coast and to be named the very best among these this year I take as a true testament to the incredible work that the team puts into the experience for the artists, crews and fans that visit.”

The Orion Amphitheater, named No. 33 on Pollstar’s prestigious Top 50 Worldwide Amphitheaters list, showcased its prowess in 2023 by

hosting a total of 32 electrifying concerts and 83 enriching community and cultural events. The venue played host to an impressive lineup of music icons, including Stevie Nicks, Lana Del Rey, Brandi Carlile, Snoop Dogg, James Taylor, Phish, Billy Strings, Widespread Panic, Ja Rule, Ashanti, Turnpike Troubadours, and Weezer.

Drawing crowds from far and wide, The Orion sold over 187,800 tickets for these events, with nearly half of them purchased by enthusiastic fans hailing from outside the state.

Situated in Huntsville’s Mid City District, The Orion Amphitheater stands as an impressive 8,000-capacity venue. Since its inauguration in the spring of 2022, The Orion has garnered widespread acclaim, earning nominations for Amphitheater of the Year at both the 2023 and 2022 IEBA Awards, as well as a nomination for New Concert Venue of the Year at the 2022 Pollstar Awards.

Adding to its accolades, The Orion secured the esteemed 2022 Partnership in Tourism Award from the Alabama Tourism Department, along with the distinguished Attraction of the Year title from the Alabama Mountain Lakes Association. Under the management of TVG Hospitality, The Orion continues to captivate audiences and enhance Huntsville’s cultural landscape with its exceptional offerings.

For more information or to check out upcoming shows at the Orion, please visit theorionhuntsville.com. w

Representative Strong Secures $7M for Huntsville International Airport

Representative Dale W. Strong helped secure a new Federal Aviation Administration (FAA) grant for $7 million that will go towards terminal improvements at Huntsville International Airport.

The grant funds were awarded from the Fiscal Year (FY) 2024 Airport Terminal Program. The grant will

fund eligible portions of renovations at the airport such as the expansion of the concourse for new ADA compliant restrooms, a new nursing room, terminal escalators, and expansion of the terminal public area near the ticket counters.

“The FAA’s continued investment in Huntsville International will greatly improve travelers’ experience as they come and go from North Alabama’s airport. It is crucial that the airport continue supporting economic development efforts and serve as a reliable transportation hub for those in North Alabama and Southern Tennessee. As your Representative, I am always proud to see our hard-earned tax dollars returned home,” said Representative Dale Strong.

Huntsville International Airport was recently recognized as the No. 2 Best Small Airport in the U.S. Huntsville is the fastest-growing metro area in Alabama and is the state’s largest city.

This announcement follows a $4.1 million dollar grant award that Representative Strong secured for Huntsville International in November. w

Huntsville Transit Surges with Record Ridership as Additional Upgrades Near Completion

In 2023, Huntsville Transit experienced a notable resurgence in ridership, marking a steady rebound following the initial downturn caused by the COVID-19 pandemic.

Fixed route ridership reached 94% of pre-pandemic levels, while paratransit routes saw an impressive 97% return.

The Orbit fixed-route buses carried 630,569 passengers in 2023, the highest figure since the prepandemic peak of 671,459 riders in 2019. This represents a remarkable 29% increase from the lowest traffic

year of 2021 and a notable 13% rise compared to 2022.

Similarly, Access paratransit served 100,832 riders in 2023, the most since 2019, indicating a robust 38% surge from the pandemic’s onset in 2020 and a significant 20% rise from 2022.

“We realize the critical role Huntsville Transit has in the lives of our residents, and we are excited to see our ridership numbers continue to increase,” said Quisha Bryant, Director of Huntsville’s Department of Parking and Public Transit. “Moving forward, we want to maintain our ridership growth and we have initiated steps to maximize our efficiency.”

As construction wraps up on the new transit transfer station on Pratt Avenue, Huntsville Transit gears up to provide an enhanced experience for passengers. The state-of-the-art facility prioritizes safety with features like a security fence and upgraded surveillance. Inside, passengers will enjoy a comfortable waiting area equipped with charging ports, while employees will have a designated break space and ticket office.

Externally, the station boasts a 400-foot-long bus platform, accommodating larger buses and shielded from inclement weather by covered 45-foot bus bays. Real-time electronic signs will offer up-to-date information on arrivals and departures, ensuring a seamless journey for commuters.

In response to rider feedback, Huntsville Transit has engaged in extensive public consultations to optimize route efficiency, with ongoing adjustments to meet evolving needs. w

BlueHalo Increases Annual Revenue to $1B With Latest National Defense Acquisition

BlueHalo has announced the acquisition of Eqlipse Technologies (Eqlipse), a provider of differentiated products and solutions to the Department of Defense (DoD) and Intelligence Community (IC).

BlueHalo, a developer of next-

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generation capabilities for the Space and Military industries, intends to utilize Eqlipse’s technical talent and suite of products to deliver enhanced scale and broader capabilities to the company’s customers, accelerating the development and fielding of its advanced defense technologies.

The combined entity will have a total employee count of nearly 2,400 across 11 states and annual revenue approaching $1B. The transaction is expected to close in Q1 2024 and current BlueHalo Chief Executive Officer, Jonathan Moneymaker, will lead the combined company.

“The only constant in global defense is the certainty that threats will continue to evolve, new battlefields will emerge, and the landscape will change,” said Moneymaker. “Combining BlueHalo and Eqlipse creates an enhanced organization with the proven ability to deliver on some of the most complex and challenging problems our customers face in these uncertain times.”

Since forming in 2019, BlueHalo has established itself as a key partner to the DoD and IC, serving as the prime contractor awardee on top-priority contracts such as Space Force’s recent $1.4B Satellite Communication Augmentaion Resource (SCAR) program.

BlueHalo is also the first to field a successfully operational High Energy Laser Counter-Unmanned Autonomous Systems (C UAS) with its LOCUST system and has become a leader in Radio Frequency (RF) CUAS, delivering its 1,000th system last year. From laser communication payloads to critical Class-A satellite subsystems, BlueHalo has more than 260 systems flying on-orbit.

Eqlipse offers a deep portfolio of solutions delivering industry-leading capabilities, spanning full spectrum cyber and signals intelligence (SIGINT) engineering, Electronic Warfare (EW), digital operations and identity management, and cuttingedgeR&D.

“I’m incredibly proud of what we have been able to accomplish to date with Eqlipse and am excited for the many benefits this acqusition will provide for both our employees and our customers,” said Dennis Kelly, CEO of Eqlipse. “With enhanced

scale and capabilities, BlueHalo will remain dedicated to providing the rapid innovation needed by our customers and delivering a protective ring around everything we hold dear.”

Upon completion of the transaction, BlueHalo will hold nearly 90 patents, employ more than 200 PhDs in relevant fields, and offer 20 product lines featuring solutions across four key mission areas: Space, C-UAS & Autonomous Systems, Cyber & EW, and Artificial Intelligence (AI)–all stated priority areas for the DoD.

The company will remain headquartered in Arlington, VA.

BlueHalo and Eqlipse are both portfolio companies of Arlington Capital Partners, a Washington, D.C-area private investment firm specializing in government regulated industries. w

Workforce Development Goals Set to Expand with Strategic Partnership Between Local Schools, Madison County

Drake State Community and Technical College, Madison County, and Huntsville City Schools (HCS) have partnered to address the growing demand for a skilled workforce in Madison County. As a notable step towards this shared goal, Madison County has donated a dump truck to facilitate Drake State’s free CDL classes. HCS will provide space for the classes.

This initiative underscores the commitment of Drake State, Madison County, and HCS to equip students

with essential skills and certifications to contribute to the local economy.

“Partnerships like this one between are essential to keeping up with the growth in our community,” said Drake State President Dr. Patricia Sims. “Our goal is to stay ahead of the curve and meet the demand for a skilled workforce.”

In addition to providing space for the courses, HCS will also promote classes to their students.

“HCS is excited to partner with Drake State and Madison County to provide students essential skills to be competitive in Madison County’s growing workforce,” said Career & Technical Education

Director of Huntsville City Schools Zac McWhorter.

Commission Chairman Mac McCutcheon expressed the commissioners’ collective enthusiasm for the collaboration, emphasizing their belief in supporting Drake State’s dedication to supplying students with the education required to become integral members of the workforce in Madison County.

Classes are open to the public. For more information, please visit Drakestate.edu. w

Alabama A&M University Seeking Closer Alliance with Huntsville, Madison County Businesses

President Daniel Wims, of Alabama A&M University (AAMU), spoke to the Huntsville Rotary Club on Tuesday, January 30th. The meeting was held at Huntsville’s First Baptist Church.

Dr. Patricia Sims, President of Drake State, introduced President Wims to the gathered Rotarians and their guests.

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President Wims used the opportunity to applaud the record-setting growth of the university. He also spoke candidly about some pressing needs that A&M is currently facing.

President Wims expressed his strong desire that a closer partnership might be forged between the greater Huntsville community and Alabama A&M.

“We’re working so hard, to not just be a part of the fabric of Madison County, but to be included in the first discussions as to where this county and city are going so that we can also make a substantive contribution to the development and expansion of the city and the county,” said Wims.

To demonstrate the impact of the university on the local community, President Wims noted that 25% of A&M’s 40,000 alumni reside in the Madison County area.

The influence of A&M is also being felt statewide. President Wims said that A&M is now the largest of the HBCUs (Historically Black Colleges and Universities) in Alabama.

Wims explained that position was held for many decades by Alabama State.

In the fall semester of 2023, Alabama A&M reached record enrollment with over 6,600 students. The same semester also saw the university welcome its largest freshman class, of over 2,000 students.

President Wims anticipates that enrollment will exceed 7,000 by the fall of 2024.

While this growth is exciting, Wims notes that specific financial burdens accompany this increase in numbers. In order to meet the needs of students, the university is experiencing pressure to increase the number of dormitories, as well as off-campus housing.

There is also an urgent need to build new facilities and renovate outdated buildings. President Wims explained that the school’s science building was constructed in the 1960s, and is now woefully outdated.

Despite clear challenges, A&M has a great deal to celebrate.

A&M’s Homecoming “has become a destination. This year we estimated that we had about 45,000

to 50,000 people on campus during Homecoming weekend. On the day of Homecoming, we had 26,391 people go through the stalls. It was a wonderful day for us and we anticipate that many, or more, for this coming year. During that time, we were able to raise a record $1.4 million for scholarships,” noted President Wims.

President Wims extended a personal invitation to those gathered at the meeting to visit A&M and see what makes it unique.

“Many of you have never been to an athletic event on our campus, you should come. It’s electric! We’re creating an environment where it’s fun, where you can bring your children and your grandchildren. Come on the campus, just come!,” said President Wims.

President Wims also expressed his pride in A&M’s Marching Maroon and White Band, who led the Macy’s Day Parade this past Thanksgiving. Wims said that it was amazing to see the Alabama A&M logo in the lights of Times Square.

Throughout his talk, President Wims enjoyed playfully ribbing UAH’s President Karr, who was in attendance. Wims teased that he did not want to reveal any of A&M’s strategies in front of Karr.

Alabama A&M University will celebrate its 150th anniversary in 2025. The university has a goal to raise $150 million by May of 2025. Fundraising is well underway and President Wims anticipates that A&M will reach this goal.

Huntsville businesses that are interested in partnering with Alabama A&M should contact Jamal Ali, Vice President of Marketing, Communication, and Advancement at jamal. ali@aamu.edu. w