Inspiration from insight.

Whether it’s understanding how families plan vacations, shining light on the revitalization of the American East Coast tourism economy, or unraveling the mysteries around the Millennial generation and their destination desires, we continuously work to uncover trends and leverage data to make unique and innovative designs and decisions.

Destinology Issues

The Cincinnati Zoo's baby hippo Fiona greets an interpreter

Communicating Conservation

Strengthening the Public's Trust

This year, PGAV Destinations surveyed 1,006 people across the country to understand their perception of conservation and zoos’ and aquariums’ roles in it. We were curious to uncover Americans’ understanding of conservation, their perceptions of what zoos and aquariums do in conservation; and most importantly, understand people’s opinions of zoos and aquariums based on the conservation they perceive these institutions to be doing. In this issue of Destinology, we reveal some of the disconnects between the fantastic work zoos and aquariums conduct and what the public understands and cares about those efforts; and how these institutions can grow to maximize conservation and animal care transparency. 

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A grid of various PGAV team members from the Destinology Curating a Creative Culture

Curating a Creative Culture

Culture is your greatest competitive advantage. Some business leaders may value their intellectual property, their capital investments, or even their portfolio of products or services as their greatest assets; but none of that would be possible without great company culture. In this issue of Destinology, we take a look at how PGAV Destinations is experimenting with innovative ways to curate a creative culture, and the powerful and lasting impact those efforts are achieving.

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Two guests hold memberships from the Destinology The Value of Membership: Insights into Members and Season Pass Holders

The Value of Membership

Destination members and season pass holders are an incredibly valuable resource. To learn more about these essential attraction supporters, we partnered with H2R Market Research to study destination guests, whether members or not, to learn about their interests, behavior, motivation, and what they value in a destination season pass. The insights revealed throughout this issue of Destinology can provide invaluable strategic input for you to attract more members and to make your current members even more passionate about you.

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Inspiration from Nature

Learning from international studies, as well as attraction guest testimonials and destination designer reflections, Inspiration from Nature explores how the unbuilt, wild, natural world inspires and influences design. The book delves into the human psyche and the sociological impact nature has on us; and therefore, how destinations designed with inspiration from nature influence guests.

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Four kids smiling as the cover of the Pre-Schoolers Destinology

Preschoolers: Your Youngest Guests

What children experience and learn before age five will impact the rest of their lives, from career choice to social interaction, from creativity to healthy lifestyles. In this issue of Destinology, we’re highlighting our conversations and work with leading destinations to better understand this age group and how to create the best possible environments to encourage growth in great ways.

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Julia Mize, Vice President Beer Category + Community for Anheuser Busch, holds the reins of a Clydesdale as part of a Destinology article.

Brand Destinations: The Power of Place

PGAV Destinations partnered with H2R Market Research and conducted a nationwide study of destination guests regarding their perceptions of attractions which celebrated and promoted a specific brand’s product or service. Read on to discover the thrilling, enlightening, and greatly encouraging findings about the future of brand destinations.

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Our quarterly publication, Destinology, shares consumer insights and trends in the travel and leisure industry. More than 7,000 industry professionals around the world read this award-winning publication.

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Our Publications

A shopper peruses purses


2019 Profile of International Visitors to America

In the first ever report of its kind, our study revealed how travelers from Canada, Mexico, China, the United Kingdom, and Japan plan their trips to America, where they want to visit and what motivates them to do so, and why many have considered a visit to the States – but are holding off until later.

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Voice of the Visitor 2019

Voice of the Visitor

2019 Annual Outlook on the Attractions Industry

Voice of the Visitor provides an industry-standard dashboard that quantifies aggregate attractions’ industry performance and provides an outlook on future visitation, specifically using insights gained directly from the point of view of the visitors themselves about why they choose to visit attractions – or not to visit. The face of America is on track for a dramatic shift, and our report is here to help your attraction be ready for it.

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A stock photo of a little girl reading a big book


It Can Change Your Mind

As we carefully study, and have the privilege of helping sculpt, the destination industry, we see guests and visitors becoming more and more captivated by storytelling. We interviewed neuroscientists, social scientists, and our own experienced storytellers to unravel the mysteries and skills woven throughout the best tales ever told.

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A group of people huddle around a map and study it with a laptop

The Art of the Family Vacation

What They Want, How They Plan, Why They Go

It’s that delicate balance of interests, more complex than a Congressional subcommittee. It’s the think-on-your-feet flexibility to adapt when things don’t play out the way that you planned. And just when you think you’ve got the kids figured out, they change on you. It’s the family vacation, the most creative act that most families will ever undertake together.

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Upcoming Speaker Engagements

Time to Change: Creating an Inclusive Guest Culture to Meet Rapidly Changing Demographics

Zoos and aquariums play an important role within their communities as leaders in conservation, environmental education, animal care, and family fun. However, just as important as this ability to lead is the willingness and agility to adjust to their communities’ needs. As visitor demographics, habits, and expectations change, what are zoos and aquariums doing to meet these new audiences? The goals of this session are to outline research regarding the changing trends in visitor demographics while exploring the actions that several institutions are taking to engage communities in new and unique ways.

Research shows that visitor demographics are changing dramatically for all visitor attractions over the next 25 years. What does this mean to Zoo and Aquarium marketing, attraction design, expectations, and visitorship? PGAV Vice President John Kemper will present the latest findings from Voice of the Visitor. 

September 9 @ 10:30 am
New Orleans, LA

TEDx Gateway Arch: Crash Course with PGAV’s Sarah Aman

Designing for Impact

Sarah is an exhibit and graphic designer with a passion for sustainable action and environmental conservation. At PGAV Destinations, she not only works with clients to design meaningful visitor experiences, she also founded and leads the company’s first official Green Team. By combining her love for nature and her skills in design, Sarah seeks to inspire individual action in the face of overwhelming environmental issues. Through this inspiring and empowering message, Sarah will share practical skills and opportunities we can use to create change wherever we are.

September 12 @ 6:00 pm
St. Louis, MO

Swimmin’ and BIMin’: A Partnered Collaboration of Transforming Union Station into an Aquarium

BIM has changed the way we work together, demanding new levels of collaboration. Teams need to come together in the early stages of the project to determine workflows before the work begins. The days of working in silos are going away. We have to communicate, coordinate, and collaborate more than ever.

PGAV Destinations and McCarthy will share their experience of BIM and VDC from design through construction of the St. Louis Aquarium at Union Station. We will discuss our workflows, the collaborative BIM Execution Plan we developed, and how the team collaborated to overcome the challenges of constructing a 120,000 square-foot modern aquarium in a 125-year-old national historic landmark.

September 17 @ 10:00 am
St. Louis, MO