Field Notes from Spot’s Summer

From the ruins of Rome to the tide pools of San Diego, Spot, PGAV’s mascot, has had a busy travel schedule this summer. And all those adventures offered some powerful reminders about what makes for a great guest experience. We thought we’d take a moment to check in on Spot’s travels and the insights picked up along the way.

Spot visited Rome not once, but twice, traveling with PGAV Vice President Justin Stichter and Lead Designer, Story Experience Carol Breeze.

Stichter paid a premium for a guided tour of the Colosseum and Vatican City. What made it worth every cent wasn’t just the skip-the-line access—it was the guide. Justin explains, “The guide through the Colosseum was Roman and an archaeologist. She brought the story to life with authenticity and expertise that traditional signage or an audio tour couldn’t replicate. It reinforced something I’ve seen repeatedly in our work: guests will pay more for a quality experience that is unique and personal.”

Stichter isn’t alone in prioritizing personalized experiences. According to Voice of the Visitor, spending on personalized offerings grew by 3% from 2024 to 2025. Interest in behind-the-scenes tours and animal encounters also increased.

Breeze noted an important piece of the guest experience in Rome: meeting basic needs. She explains, “I love that anyone can get a cool, clean drink at one of thousands of fountains in Rome. These fountains tap into the same aqueducts built by the ancient Romans to bring fresh water from the mountains to the city. The Romans clearly understood the hierarchy of needs. Take care of basic needs like food, water, and comfort first. Only then can you move on to have a more transformative experience.” In this case, Spot splurged with an afternoon aperitif.

Spot also spent some time in England at the British Grand Prix near the village of Silverstone in Northamptonshire, England, with PGAV Principal, Emily Howard.

She says the experience was undeniably authentic, parking in a cow field and walking through a quaint English village to reach the track. But along the way, she couldn’t help noticing how confusing and disjointed the arrival felt. Wayfinding was unclear and lacked visual cues or moments to build anticipation. When you finally reached the venue, the experience just… fizzled. After queuing, going through bag checks and metal detectors, you immediately see the back of a grandstand.  Howard says, “It made me think about preserving authenticity while creating a sense of arrival worthy of such an iconic event. How do you keep both in a cool way, and how that experience could have unfolded.”

On the way from the parking area to the venue, Howard noted there was a house that embraced the race weekend. They had a food truck out front cooking up breakfast in the morning, then switched to beer and cider in the afternoon, with a TV playing the race in the backyard. Howard says, “They totally got it. It was simple, local, but elevated the experience. We made sure to stop there!”

Not all of Spot’s travels were to Europe. Spot visited San Diego and Disney World. In San Diego, Stichter spent hours with his family at the La Jolla tide pools, crouching over puddles and discovering crabs, sea stars, and anemones. He says, “I can’t wait to design the next tide pool habitat for one of our aquarium clients. We spent time finding a sea hare and learning all about it. The sense of discovery was really inspirational. There was no one directing the experience, and that was the point. It was immersive because it was ours.”

PGAV Writer Dawn Jasper recently took Spot along on a multigenerational trip to Disney World, and she’s not alone. According to PGAV’s VOV 2025 respondents, families with children under 18 made up 56% of all visits, the highest percentage on record. Nuclear families accounted for 33% of attendees, with multigenerational groups close behind at 22%.

Jasper’s group included a mobility scooter user, two adults in their 40s, a teenager, and two young kids (ages five and six). “Traveling with multiple generations has its perks and its challenges,” she said. “We stayed at a value resort to save money, which allowed all of us to go. The resort had plenty to do, but squeezing a stroller into one room and a scooter into the other tested our Tetris skills. I would’ve loved a designated parking area near the elevator. Something like a bike stall where we could lock up the scooter or stroller and free up space.”

She also praised the cast members for their care and attentiveness. “My oldest was excited to ride Flight of Passage—until we got in the room. Then he refused. I asked to exit with him, and the cast members couldn’t have been kinder. They let us wait just outside for our group and reassured him while we waited. I was then able to ride while my husband stayed with him. It seemed small, but it meant a lot. We saw that same kindness again and again, especially with my mom using the mobility scooter for the first time. The cast members were patient, helpful, and made a stressful situation easier.”

National Parks were also on Spot’s summer travel bucket list—particularly Glacier National Park in Montana with Project Leader Allison Zuck. One of the biggest takeaways from her trip was how vital it is to protect the natural world. Zuck says, “The most challenging part of the trip was the traffic and parking. There were more visitors than the infrastructure could handle. As interest in places like Glacier National Park continues to grow, we need to find ways to manage crowds without harming the environment.”

Zuck also observed the respect visitors had for the land. There was no litter, trails and signage were carefully followed, and a sense of quiet awe seemed to unite everyone. At one point, someone spotted a bear on a distant hillside, and a fellow hiker passed around binoculars so others could catch a glimpse. There was a feeling of community.

“While not everyone has the chance to visit places like Glacier in person, we have an opportunity through habitat design and theming to offer meaningful glimpses into the natural world,” Zuck says. “If we do it right, we can foster that same respect.”

Spot also took the chance to attend a Savannah Bananas game at a sold-out Busch Stadium in St. Louis. While baseball purists may not appreciate the in-game antics (dance break, anyone?), the game was highly entertaining and designed for the TikTok generation with its fast-paced, time-limited format. Their branding is cohesive, from the name of their nonprofit, Bananas Foster, to the banana boat trays for nachos. And their social media adds to the hype. Jasper noticed the universal appeal, “We saw adults, families with small kids, teens, and college students. All were engaged and having a blast, dancing and singing along. They’ve found a magic mix that works for them!”

Spot’s summer travels remind us that even when we’re in vacation mode, we’re tuned in to the guest experience: refilling water bottles, watching wayfinding signs, and taking mental notes for that next “aha” moment back at the studio.