Detroit’s Road Ahead

A decade ago, Revolution’s Rise of the Rest, in an effort to shine a spotlight on and back startups based outside of Silicon Valley, embarked on its first Road Trip. At the time, we didn’t know what the response would be, but we knew we wanted to see and engage with entrepreneurs and the growing innovation communities that supported them on the ground. We believed the reignition of economies between the coasts was key to bridging the growing political divides in our country and maintaining America’s economic leadership. So, naturally, our first stop on our first tour was Detroit — an iconic center of innovation in America that fell on hard times, whose community was rallying to right its trajectory and usher in a new generation of industry, innovation, and investment.

Detroit set the tone for all Rise of the Rest Road Trips that followed — a decade of experiencing entrepreneurial ecosystems beyond Silicon Valley from the perspectives of their biggest champions. But this isn’t history; in these regions and cities, the work to grow and support their innovation economies is constant. So last week, we returned to Motor City to commemorate the anniversary of that unforgettable visit and all the momentum Detroit’s founders and ecosystem builders have generated since.

The City that Put the World on Wheels

During the automotive revolution, Detroit was the Silicon Valley of its day. However, as global auto competition grew, the city lost 60% of its population, and countless buildings were left abandoned and neglected. In 2013, just months before our bus pulled in, Detroit declared bankruptcy.

A decade later, and just weeks ago, Ford unveiled its stunning renovation of Michigan Central — the new centerpiece of Motor City’s sprawling mobility innovation district that was once a symbol of its decline. The first stop of our day was touring the building, learning about its history, and hearing about its new role as a convener for the brightest minds in mobility and catalyst for innovation.

From Michigan Central, we walked to a Newlab Detroit — a once abandoned post office-turned-book depository that’s now a state-of-the-art hub for mobility entrepreneurs. Since opening in 2023, more than 90 companies have joined. The space provides hardware amenities that most startups wouldn’t have access to at the early stages, accelerating their product development cycles by years.

One of those startups: Grounded — a modular outfitter of electric RVs founded by former SpaceX engineer, Sam Shapiro. Sam’s decision to start and scale Grounded in Detroit wasn’t by chance; it was a conscious decision to build in the place with the best automotive and manufacturing talent and resources.

A New Generation of Startups, Investment, and Community

Mobility isn’t the only space Detroit entrepreneurs are building. We also spent time with the founder of Waymark, the Rise of the Rest pitch competition winner from our 2014 trip to Detroit, which built the world’s first natural-language video creation platform. We also stopped by StockX, another Rise of the Rest Seed Fund portfolio company and the first collectibles, streetwear, and sneaker resale platform to reach unicorn status.

Startups can only blossom if they have the capital and talent needed to grow. This is where firms like Detroit Venture Partners and Michigan Founders Fund come in. They have been backers and bolsters of this community, spreading the word inside and outside of Detroit. And those aforementioned abandoned buildings? The landscape of Downtown Detroit has been transformed, in large part due to the commitment and investment from our partners on both the 2014 and 2024 tours, Dan Gilbert and ROCK.

And finally, we often talk about how network density is vital to any startup ecosystem. In Palo Alto you can’t turn a corner without running into someone who can connect you to a partner, give you a referral, or share a potential employee. In Detroit, organizations like Basblue, Black Tech Saturdays, Purpose Jobs, and Shine & Rise are putting in the work to create that density in Detroit. They are curating spaces and supportive communities that help connect founders with the capital, talent, and guidance that are critical for scaling.

Motor City’s Next Decade

At the end of our visit, our CEO and Chairman, Steve Case, sat down with Dan Gilbert to discuss his outlook for Detroit in front of the city’s entrepreneurial community. What he’s hoping for (and actively backing): more mass regional transportation, more locals and college grads putting down roots in Detroit, and more startup success stories like Rocket Mortgage, DuoSecurity, and StockX. Dan and the city’s larger innovation ecosystem are betting on and building toward a promising future for Detroit. Our advice: Don’t bet against them.