Please excuse the somewhat cheesy analogy, but they're certainly the current darling of the media and the public. I visited Hawthorne, CA over the summer, and the local residents are both excited and proud of SpaceX. It may end up being the biggest thing to come out of Hawthorne since the Beach Boys. Their location - adjacent to the Hawthorne Municipal Airport, close to a major East-West freeway (the 105), and near the LA International Airport - is in a part of Hawthorne that is undergoing rejuvenation, with new retail businesses springing up in the surrounding area (I happened to be going to the Lowe's which turned out to be a pretty new store, just a block away from SpaceX). I don't know if SpaceX has any thing to do with the localized boom, but I wouldn't be surprised to find out that it is helping lift Hawthorne's economy and housing values.
And business is up for the company. In addition to their recent contract awards with NASA, they have just added several new commercial flight bookings to their backlog.
And while preparing to become the first commercial resupply mission to the ISS may be the current, and most visible initiative - it isn't the only iron the Hawthorne based company has in the fire. Other projects that are being actively pursued include:
- A new, more powerful, Merlin engine;
- The Falcon Heavy launch vehicle;
- Development of the SuperDraco engine;
- A human rated version of the Dragon spacecraft to provide "Space Taxi" services;
- The development of a new launch site at the Vandenberg Air Force base;
- The Grasshopper VTVL which had it's initial test flight last week;
- And DragonLab, an initiative to outfit the Dragon spacecraft as an orbiting laboratory.
In addition to these well defined initiatives, SpaceX (or at least Elon Musk) has loosely defined goals that are not yet in any concrete phase, such as the "Red Dragon" mission to mars.
Further reading (which I deliberately pulled from a variety of sources):
Comprehensive write up of SpaceX launch capabilities
Merlin 1D Engine
Falcon Heavy
SuperDraco
Human rated Dragon progress
Vandenberg Launch Site
Falcon Grasshopper
DragonLab
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