PGAV, a global leader in the planning and design of unique destinations, will reconnect with industry partners and celebrate 60 years of creating unforgettable experiences across themed entertainment, zoos and aquariums, and museums and cultural destinations at this year's IAAPA Expo in Orlando.
“For 60 years, PGAV has been guided by a simple idea: design should bring people closer to stories, to nature, and to each other,” says 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 1960s-1970s
When Anheuser-Busch aimed to grow its hospitality and entertainment reach beyond the brewery gates, it partnered with PGAV. Initial projects involved master planning and design efforts that integrated lush landscapes, immersive architecture, and exciting rides to transform the theme park experience.
Key projects included Busch Gardens Tampa Bay, where the team redesigned the arrival experience, and Busch Gardens Williamsburg, where they selected the woodland site and master planned each “country”.
In 1978, Busch Entertainment, PGAV, and Arrow Development designed the Loch Ness Monster, a pioneering coaster with interlocking loops that had guests twisting and gliding over a lake, just like the mythical “Nessie” in Scotland.
It marked the beginning of a history of coaster design that creates not only a great ride but also an iconic view for non-riders.
The 1980s
As the industry advanced, PGAV grew its expertise by collaborating with SeaWorld, Universal Studios, and the Saint Louis Zoo.
During this period, PGAV contributed to the creation of themed resorts, animal habitats, and immersive environments that combined education and entertainment.
Key projects included expansions at Busch Gardens Williamsburg and Tampa Bay, introducing world-class animal exhibits, hospitality, rides, and attractions. The firm also worked with SeaWorld Orlando, San Diego, San Antonio, and Ohio, blending natural environments with theatrical storytelling.
Plus, PGAV embraced its love of animals at the Saint Louis Zoo, ensuring better animal habitats and a better guest experience.
The 1990s–2000s
PGAV entered a new creative era characterised by narrative design, immersive environments, and emotional storytelling.
The firm’s work during this period helped shape the way visitors experience destinations, emphasising authenticity and connection. PGAV helped pioneer habitats that prioritise animal welfare, enrichment, and guest empathy.
Key projects included PortAventura. In 1995, PGAV expanded internationally by planning and designing the PortAventura theme park, located on the Mediterranean Sea in a resort town near Barcelona.
It also collaborated with SeaWorld to develop Discovery Cove, a unique park where visitors can swim with dolphins, snorkel with fish, and drift through a tropical aviary, offering an all-inclusive resort experience in Orlando.
For the Saint Louis Zoo Penguin and Puffin Coast, PGAV 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.
At the Georgia Aquarium, the team 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 the company designed the world’s largest aquarium.
Further expansions at SeaWorld Orlando and San Diego, such as Wild Arctic, which combined a simulator experience of the Arctic with animal exhibits in a themed environment driven by storytelling.
“We began to see every project as an opportunity to tell a living story — one guests could walk into,” says Emily Howard, PGAV principal.
“That philosophy changed how we designed, and it still drives us today.”
The 2010s
PGAV expanded its expertise beyond themed entertainment into museums, cultural heritage sites, and brand destinations, combining strategic vision with physical design.
Key projects comprised the Space Shuttle Atlantis exhibit at Kennedy Space Center Visitor Complex, a home for the orbiter that immerses guests in NASA’s legacy, as well as master planning for The Biltmore Estate, ensuring the continued success of America’s most-visited historic home.
At Chimelong Ocean Kingdom, the team designed the world’s largest aquarium, again, while introducing a groundbreaking new marine park to China, marking its 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.
2020s
During this decade, PGAV collborated with Walt Disney World, helping to launch an out-of-this-world coaster experience with Guardians of the Galaxy: Cosmic Rewind! Teaming up with Walt Disney Imagineering, it brought guests along for the ride, from the intricately designed queue to every high-speed twist, turn, and jump point across the galaxy.
At the Smithsonian National Air and Space Museum, the firm added media to layer stories throughout The Commons, connecting the experiences between individual galleries and enhancing the flow of guests through the space.
It also worked on SeaWorld Yas Island, Abu Dhabi, the world’s largest indoor marine life theme park, and a project 10 years in the making.
This 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 marks 60 years, the firm looks toward a future driven by curiosity, compassion, and innovation.
With expertise covering architecture, storytelling, media, and strategy, PGAV continues to conceive new ways to engage the senses, evoke empathy, and honour the world’s diversity.
From the thrill of a roller coaster to the tranquil 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,” says 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.”
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
