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PGAV Destinations Designs New Direction for Ruby Falls


PGAV Destinations, a global leader in the planning and design of unique destinations,  is collaborating with Ruby Falls, LLC on a revolutionary, multi-phase project, greatly expanding guest amenities and experiences.

PGAV Destinations Designs New Direction for Ruby Falls “Just as our waterfall has reshaped the cavern and carved new, natural artworks over the centuries, so has culture, our visitors, and our incredible staff reshaped the Ruby Falls experience, ” said Hugh Morrow, President of Ruby Falls, LLC. “We’re excited to be working with PGAV Destinations to evolve Ruby Falls in time for our first Centennial from an attraction to a destination, laying the groundwork for an incredible experience that will last until our next Century Celebration.”

As the Roaring Twenties return, Ruby Falls will be implementing a series of exciting improvements, leading up to its Centennial in 2020. Planned improvements focus on enhancing the guest experience throughout the destination, both before and after they visit the magnificent waterfall located over 1, 120 feet below Lookout Mountain. Planned amenities include new, thematic retail and dining attractions; an immersive multimedia experience to inspire guests before they even hear the roar of the Falls; an expansive outdoor plaza and seating area for relaxation and planning the next Ruby Falls adventure; improved parking; a new observation deck from which to enjoy sunsets and rises; improved staff facilities; and enhanced ticketing services.

“Ruby Falls is the perfect example of a thriving destination that’s ready for the next big evolution, ” said Mike Konzen, principal and chair of PGAV Destinations. “Lookout Mountain and the Falls are saturated with deep, rich stories, from the natural science of the cavern’s growth to the love story of its discoverers, Leo and Ruby. It’s integral to bring those incredible stories to the forefront of the experience.”

Ruby Falls first engaged PGAV Destinations in 2014 for a Destination Growth Plan. This process identified new revenue opportunities and created planning priorities for an enhanced visitor experience. The outcomes provided the foundation for the subsequent Concept Planning Phase, outlining a phasing and implementation plan for the future development at Ruby Falls.

PGAV Destinations is currently developing design documents for Phase One of the overall plan. Construction on the new features is planned to begin in Spring of 2017, finishing in early 2018.

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