Outer space is often described as a frontier - an unsettled, mysterious or wild place that should be explored and eventually inhabited. The metaphor evokes a pioneer spirit and a sense of freedom, but it is also bound up with violent histories of settler colonialism and social injustice. Although the frontier narrative remains prevalent in political, commercial and media discourses in the United States and elsewhere, we know little about whether the public understands space exploration in this way. We also lack studies about how those working to popularise space exploration and make it comprehensible to a global audience understand and apply the frontier narrative. A long-term ethnographic study of their work shows that their understandings of the space frontier are refracted through everyday forms of sociality and experience that they cultivate near Boca Chica in South Texas, where SpaceX builds and tests Starship prototypes. The labour of imagination performed by SpaceX fans and space creators upends the problematic myth of the frontier and points towards alternative ways of understanding space exploration.