A documentary series about the developers, inventors, entrepreneurs and cultural leaders shaping American cities.
Hosted by David Perloff
Trailer — coming soonAmerica knows the buildings.
I go find the people.
Their names are on the line. Billions raised and deployed. Whole neighborhoods riding on their bets.
PRINCIPALS puts them in the chair and me in the street. Their vision, their risk, and who they are when it matters most. I'm David Perloff. Come with me.
What they see in a piece of dirt that nobody else does.
What it costs to build it. And what happens if they're wrong.
Who they are when it matters most.
America's finest city is deciding right now whether it wants to be again. A handful of people are betting everything that it does. I've called it that my whole life. This film finds out if we still mean it.
One city. Everything on the line.
A foundation bets on a corner the city gave up on.
A developer puts his name on the next block down.
The biggest bet of them all breaks ground on paper.
I find remarkable people and tell their stories.
I founded PACIFIC Magazine, built it into one of Southern California's most influential media brands, and sold it to Tribune Publishing. Along the way I helped thousands of small businesses and hundreds of large ones tell theirs.
This time I'm in the frame. On the street, at the table, riding along. PRINCIPALS is the stage that was missing, and I'm walking you onto it.
Early guest reveals. The trailer before anyone else. First access at launch.
Season One is being cast now. One principal per episode. Seats are limited.
Apply to be a guestOne brand per category, locked before launch. Sponsorship buys advertising and association, never editorial influence.
Start the conversationConstruction and trades. Public officials. Community partners. The projects in this show get built by people like you.
Raise your handTell me who you are and what you're building. I read every note.