When Is a Party More Than a Party? How Experience Designers Craft Connection Over Breakfast

At PGAV, hospitality isn’t just something we design for our clients—it’s something we live. Each year at IAAPA, amid a whirlwind of exhibit halls, showcases, rooftop mixers, and late-night poker gatherings, we host our annual client party. And while there’s no shortage of events competing for attention, our goal isn’t to be the flashiest or the loudest.

Our goal is to design an experience that gives our guests exactly what they need:
a break from the chaos, a good cup of coffee, something memorable to enjoy, and—most importantly—connection.

For us, the annual pancake breakfast is a guest experience.

Designing a Party the Same Way We Design Attractions

When our team begins planning, we approach it the same way we would any guest journey. What do guests see first? How do they move through the space? What moments spark delight or conversation? How do we help them feel welcome, comfortable, and valued?

It’s a multidisciplinary process—graphic designers, architects, media producers, and experience designers all contribute. The result is a party that is intentional, engaging, and full of thoughtful moments.

“People forget that a party has a guest journey too. Where you enter, where you linger, what you notice first—it all matters. We think about bottlenecks, sound levels, sightlines. The goal is to make guests feel comfortable without them ever realizing why,” says Tyson Baker, Lead Designer at PGAV and expert balloon inflator.

The morning also reflects time at an attraction. The guest needs peaks, like the pancake artists, and valleys where people can breathe and just talk. It’s all about mapping the energy.

Reflecting the Brand

Fun. A little cheeky. A party can be an expression of a brand. Beyond décor or theme, it’s an opportunity to translate personality into an experience people can feel, from the atmosphere, hospitality, and pacing to the storytelling. Whether it’s playful and bold, refined and elegant, or rooted in heritage and purpose, a party can embody the values a brand stands for. Every touchpoint becomes a chance to reinforce what makes the brand unique, turning an ordinary gathering into a living, breathing reflection of identity and culture.

“The party is a strong reflection of PGAV’s brand, especially our foundation of client service, guest experience*, and innovation. We start by asking what our guests need most—coffee? Hair of the dog? a comfy seat and good conversation? and build from there. Ultimately, we’re looking to cultivate surprise and delight in what can be a stressful week. Take that silly llama photo! Create the most ridiculous pancake you can imagine! Catch up with old pals and make a few new ones! Or simply start your morning with a nice, strong coffee. There’s truly something for everyone,” explains Amanda Yates, PGAV Director of Brand Experience.

Building Moments of Interaction

One of the secrets to a successful event is offering shared experiences—those unexpected, conversation-sparking moments that people talk about long after the night ends.

Pancake artists and live llamas fit that bill.

The pancakes are artistry. But they also create moments of surprise, delight, and conversation. “You have to see what everyone chooses to get on their pancake. I could just stand and watch them do the work, but I also want to see the finished product—their dog, their company logo. It’s a great moment to lower barriers and spark conversation,” said Tom Marschner, PGAV Principal and the guy who asked for his own face on the pancake.

Sure, the llamas are cute, but they also create powerful moments of shared experience. “Watching a panel or grabbing a drink is passive. Watching your colleagues bond with a llama? That’s a story,” says Al Cross, PGAV Vice President and llama fan.

Swag That Becomes a Memory

Swag is more than a giveaway for us—it’s a designed experience. From custom plush to luggage tags and event-specific stickers, our in-house team designs them.

“Swag shouldn’t feel like an afterthought. We approach it the same way we would a guest touchpoint in an attraction—something that sparks delight and stays with you. It’s a great visual reminder of the experience—and of PGAV. Plus, who doesn’t want an adorable Spot?” says Erin Hopkins, PGAV Graphic Designer and Chief Spot Enthusiast.

Spot’s biggest travel flex yet: hanging with Nick Pelisek at the pyramids.

These souvenirs are intentionally small and memorable—tactile reminders of a shared moment. This year, we asked our guests to take our Spot plush on their next adventure—and Spot already visited the pyramids in Egypt (thanks, Nick)!

Food as an Expression of Care

Food is a cornerstone of hospitality, and we take it seriously. Drawing on insights from our Voice of the Visitor research—which consistently shows that high-quality food is essential to guest satisfaction—we curate a menu that balances comfort and excitement.

A mix of something familiar and something new. Eggs are standard. Empanadas reflect the location. Bacon… because bacon.

“If someone is hangry, they’re not going to connect with anyone. Offering great food that fits every preference says: we see you, and we care about your experience.” Diane Lochner, PGAV Principal (she suggests the Coconut Tres Leches French Toast).

Trend Spotting

Every year begins with trendspotting. What’s resonating in the industry? What small detail could become a conversation starter?

This year, it was lapel pins. Anyone who has seen the 80’s classic Office Space knows how important adding flair to those lanyards is. And this year, we saw them everywhere on the show floor. Did you get your Spot pin? (If you didn’t, let us know! We might have a few extras.)

These small design choices set the tone for the morning—playful, creative, and uniquely PGAV.

More Than a Party—A Celebration of Partnership

At its core, the IAAPA client party is our way of saying thank you.
Thank you for the collaboration.
Thank you for the trust.

“We want people to feel valued—not just as clients, but as collaborators and co-creators. The party is a chance to slow down the chaos of the expo and say, ‘Thanks for being part of our story,’” says Lochner.

Thank you for being part of our story—and for letting us be part of yours. When designed with intention, a party becomes a memory that carries forward.

And for us, that’s the best part of the morning. Well, that and the llamas.