PGAV Celebrates 60 Years of Designing Destinations That Inspire Wonder

As the IAAPA Expo approaches, PGAV looks forward to reconnecting with industry partners and celebrating 60 years of creating unforgettable experiences across Themed Entertainment, Zoos & Aquariums, and Museums & Cultural destinations.

“For 60 years, PGAV has been guided by a simple idea: design should bring people closer to stories, to nature, and to each other,” said Jeff Havlik, PGAV Vice President. “Our work has evolved across generations, but our purpose remains to create experiences that connect people with the world around them.”

The Spark of an Idea: The 1960s-1970s

When Anheuser-Busch sought to expand its hospitality and entertainment presence beyond the brewery gates, they turned to PGAV. Early projects included master plans and design work that combined lush landscapes, immersive architecture, and thrilling rides to redefine the theme park experience.

Key projects included:
Busch Gardens Tampa Bay: Redesigned the arrival experience.

Busch Gardens Williamsburg: Selected the woodland site and master planned each “country”.  In 1978, Busch Entertainment, PGAV, and Arrow Development designed the Loch Ness Monster, a first-of-its-kind coaster with interlocking loops that sent guests twisting and gliding over a lake, just like the mythical “Nessie” in Scotland. It began a history of coaster design that creates not just a great attraction for riders but an engaging iconic view for non-riders.

Expanding Horizons: The 1980s

As the industry evolved, PGAV expanded its expertise through collaborations with SeaWorld, Universal Studios, and the Saint Louis Zoo. During this era, PGAV helped develop themed resorts, animal habitats, and immersive environments that blended education with entertainment.

Key projects included:

• Expansions at Busch Gardens Williamsburg and Tampa Bay, introducing world-class animal exhibits, hospitality, rides, and attractions.
• Work for SeaWorld Orlando, San Diego, San Antonio, and Ohio, blending natural environments with theatrical storytelling.
• We embraced our love of animals at the Saint Louis Zoo, ensuring better animal habitats and a better guest experience.

Immersive Experiences Take Hold: The 1990s–2000s

PGAV entered a new creative era defined by narrative design, immersive environments, and emotional storytelling. The firm’s work during this time helped shape the way guests experience destinations, emphasizing authenticity and connection. PGAV helped pioneer habitats that prioritize animal welfare, enrichment, and guest empathy.

Key projects included:

PortAventura: In 1995, PGAV expanded internationally by planning and designing the PortAventura theme park by the Mediterranean Sea in a resort town near Barcelona.

Discovery Cove: We strategized with SeaWorld to create a new kind of park where guests could swim with dolphins, snorkel with fish, and float through a tropical aviary in an all-inclusive resort experience in Orlando.

Saint Louis Zoo Penguin and Puffin Coast: We put guests and penguins together in the first indoor open-air penguin habitat at Penguin and Puffin Coast at the Saint Louis Zoo. Guests experience the same chilly temperatures and light levels as the penguins and puffins.

Georgia Aquarium: We designed immersive environments for both the animal habitats and the guest spaces—creating seamless environments with a new level of storytelling and theming for aquariums. Georgia Aquarium was the first time we designed the world’s largest aquarium.

Further Expansions at SeaWorld Orlando and San Diego, like Wild Arctic, which paired a simulator experience to the Arctic with animal exhibits in a story-driven themed environment.

“We began to see every project as an opportunity to tell a living story — one guests could walk into,” recalled Emily Howard, PGAV Principal. “That philosophy changed how we designed, and it still drives us today.”

A World of Discovery: The 2010s

PGAV grew its expertise beyond themed entertainment into museums, cultural heritage sites, and brand destinations, blending strategic vision with physical design.

Key projects:

• The Space Shuttle Atlantis exhibit at Kennedy Space Center Visitor Complex, an awe-inspiring home for the orbiter that immerses guests in NASA’s legacy.
• Master planning for The Biltmore Estate, ensuring the continued success of America’s most-visited historic home.
• Chimelong Ocean Kingdom: We designed the world’s largest aquarium, again, while introducing a groundbreaking new marine park to China, marking our debut in Asia’s theme park landscape.

During this time, PGAV also strengthened its museum and cultural planning practice, guiding institutions toward long-term sustainability, relevance, and community impact.

Thrilling Adventures to Space and Beyond: 2020s.

Key Projects:

Walt Disney World: PGAV dodges asteroids, races through nebulae, and helps launch an out-of-this-world coaster experience with Guardians of the Galaxy: Cosmic Rewind! Teaming up with Walt Disney Imagineering, we bring guests along for the ride, from the intricately designed queue to every high-speed twist, turn, and jump point across the galaxy.

Smithsonian National Air and Space Museum: Adding media to layer stories throughout The Commons connected the experiences between individual galleries and improved how guests flow through the space.

SeaWorld Yas Island, Abu Dhabi: The world’s largest indoor marine life theme park, and a project 10 years in the making. This sprawling park, spanning 1.97 million square feet (183,000 square meters), boasts the region’s largest multi-species habitat, unbelievable viewing experiences, and unparalleled animal habitats.

Designing for What’s Next

As PGAV celebrates 60 years, the firm looks ahead to a future shaped by curiosity, compassion, and innovation. With expertise spanning architecture, storytelling, media, and strategy, PGAV continues to imagine new ways to engage the senses, spark empathy, and celebrate the world’s diversity.

From the thrill of a roller coaster to the quiet wonder of a museum gallery, PGAV’s legacy is built on one powerful belief: that great design brings people together.

“Every project begins with a story,” said Havlik. “And for 60 years, our story has been about helping others tell theirs. The world and those stories keep changing, and so do we — always exploring, always creating, always designing experiences that inspire people to see the world, and each other, anew.”

About PGAV
PGAV Destinations is a global leader in the planning and design of unique destinations. Now entering its sixth decade, the practice has evolved to become the ideal destination-consulting partner, skilled at developing growth-oriented master plans and translating those plans into successful projects. No other firm offers such an integrated approach to destination planning. 

PGAV Destinations’ key clients include industry leaders such as Miral, Walt Disney Imagineering, United Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, the Pittsburgh Steelers, Universal Studios, The Gettysburg Foundation, the Saint Louis Zoo, and many others. Recent assignments include planning and design at many of the world’s “must-see” destinations, including the Biltmore Estate, Space Shuttle Atlantis at the Kennedy Space Center, Guardians of the Galaxy: Cosmic Rewind and Walt Disney World, The Alamo, National Air & Space Museum, Chimelong Ocean Kingdom, the Georgia Aquarium, the Hoover Dam, and SeaWorld. www.PGAVDestinations.com