The Adler Planetarium — America's First Planetarium — was founded in 1930 by Chicago business leader Max Adler. The museum is home to two full-size planetarium theaters, including the world's first all-digital projection StarRider Theater and one of the world's most important antique instrument collections. The Adler is a recognized leader in science education, with a focus on inspiring young people, particularly women and minorities, to pursue careers in science.

Davidoff repositioned the Adler Planetarium as an attractive marketing vehicle for potential corporate partners by expanding their static menu of one-off sponsorship events with a local cultural institution into robust, integrated marketing programs with a world premier space science center.