I will discuss new techniques that allow one to make progress in establishing holographic dualities for Lifshitz space-times (at the gravitational level) for which there is no relation (like dimensional reduction) to an AdS space-time. This provides us with a real non-AdS setting in which we can do holographic calculations. One of the main reasons that this is possible has to do with the realization that the boundary geometry is not a Riemannian geometry but rather something called Newton-Cartan geometry. I will introduce this geometric structure in a step by step fashion. I will conclude with some comments related to work in progress towards extending such ideas to other non-AdS space-times such as Schroedinger space-times.