Tenacious Curiosity: Building What’s Next

Every generation of PGAV’s ownership has inherited a different world. Client expectations are evolving. Technology is reshaping the industry. Employees bring new perspectives and priorities. New markets create opportunities. 

Standing still will not move a creative firm forward.  

That reality is why curiosity has always been one of PGAV Destinations’ defining attributes. Mike Konzen (generation two of PGAV) spoke about it in “Curiosity and the Courage to Change.” He’s passed the reins to Generation Three. Now, Ashley Edelbrock, John Kasman, Diane Lochner, Emily Howard, and Tom Marschner lead PGAV Destinations. But curiosity isn’t going anywhere. In fact, this leadership team is doubling down.  

Lochner says, “As part of PGAV Destinations’ new ownership group, I understand this transition is not a departure from our history, but a chance to be the next expression of it. PGAV remains grounded in creativity, visitor understanding, strategic thinking, collaboration, and a commitment to our clients.”

Curiosity is actively cultivated within the firm. “As PGAV continues to grow, leadership sees curiosity as essential to attracting, developing, and retaining exceptional talent. We want an environment where people are encouraged to ask questions, challenge assumptions, pursue new ideas, and continuously learn. By teaching and rewarding that mindset, the firm strengthens the culture that has fueled its success for generations,” Lochner notes.

Curiosity Has Always Been Part of Our DNA 

The origins of PGAV Destinations trace back to a transformative moment. A handshake between Fred Guyton (The G in PGAV) and Gussie Busch led to PGAV’s first guest-centric destinations for Anheuser-Busch in the 1960’s.   

When Fred Guyton and August Busch began collaborating on what would become some of the industry’s earliest guest-centric attractions, they were exploring a new way of thinking about experiences. They were asking how visitors interacted with destinations, what created memorable moments, and how design could shape those experiences. 

Curiosity was the foundation of that mindset.  

“We understand the significance of that moment between Guyton and Busch.  PGAV leadership has always been fueled by a desire to learn, adapt, and push beyond existing boundaries.” Lochner reflects. 

That same spirit continues to influence projects today. From ensuring every detail of the line queue at Guardians of the Galaxy: Cosmic Rewind stayed true to the IP to designing the front entry at San Antonio Zoo with roots to the community, PGAV’s work begins with a question: what experience are we trying to create, and why does it matter? 

Why “Tenacious” Matters 

Curiosity: great.  

But what’s the deal with “tenacious”? 

“Tenacious curiosity acknowledges that no matter how experienced we become, there is always more to learn. It is the discipline of continuously asking questions, especially after you believe you already know the answer. We’re not just seeking innovation. We want understanding. Understanding the guest by digging into visitor motivations. Understanding the operational realities. Understanding what the community wants their attraction to be,” Lohner notes. 

That tenacious curiosity also strengthens PGAV’s role as a trusted advisor. Lochner says, “Our most valuable insights often come from questions clients have not yet considered. By exploring operational challenges, visitor expectations, market dynamics, and long-term opportunities, we can help our clients uncover possibilities. We can help clients see what comes next.” 

In practice, that can look different for each attraction. Sometimes it means studying how guests move through a theme park. Other times it means understanding why families connect emotionally with a conservation story or what inspires a visitor to travel across the country for a museum experience. The questions change, but the pursuit of understanding remains the same. Often, that understanding becomes the foundation for determining what comes next at an attraction. 

But our curiosity about visitors extends far beyond individual projects. Through Voice of the Visitor and Destinology, PGAV continually studies what audiences value, what motivates them to visit, and how those expectations are changing. These insights give our designers and clients a deeper understanding of the people we’re designing for, helping turn research into more relevant, resonant experiences. 

In 2025, Voice of the Visitor explored how motivations vary across generations. Younger visitors gravitate toward thrills, technology, immersive experiences, and opportunities to discover something new, while older audiences value education and connections to nature more. Across generations, the research points to an important opportunity: understanding what motivates different audiences can help destinations balance enduring experiences with fresh programming, events, and new reasons to return. 

“We are not creating experiences for ourselves. That may sound obvious, but it requires a deliberate effort to understand perspectives different from our own. We are creating experiences for millions of people whose backgrounds, interests, cultures, and expectations may be very different from our own. The more questions we ask, the more opportunities we uncover and the more meaningful our solutions become,” Lochner says.

The Constant Behind the Change 

The faces and voices shaping PGAV may change from generation to generation, but the principles do not. Curiosity. Collaboration. Entrepreneurial thinking. Commitment to clients. A belief in the power of meaningful places and experiences. 

Looking ahead, leadership sees tenacious curiosity as a catalyst for growth. That mindset encourages the exploration of adjacent markets, new project types, and emerging opportunities where guest experience, strategic thinking, and storytelling can create value. “Our recent work in sectors such as cruise lines reflects that willingness to learn and apply our expertise in new ways,” Lochner notes. 

Lochner says, “These ideas have connected every generation of leadership and continue to guide the firm today. The common thread running through PGAV’s history is a collective belief that there is always another question worth asking and another opportunity worth exploring. That philosophy helped shape Busch Gardens decades ago. It still influences destinations, zoos, aquariums, museums, and attractions around the world today. And our Tenacious Curiosity will help shape what comes next.”