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PGAV Destinations – Growing the Tourism Economy of America’s First Coast


Related: PGAV Destinations Announces Opening at Biltmore Estate / PGAV Destinations to Assist Delaware North Companies Parks & Resorts with Planning for NASA’s Kennedy Space Center Visitor Complex

PGAV Destinations completes Master Plan for St. Johns County, Florida, including Historic St. Augustine and Ponte Vedra Beach

PGAV Destinations, a global leader in the planning and design of unique destinations, is pleased to announce the completion of their Destination Master Plan for St. Johns County, Florida. This study was performed in partnership with Magellan Strategy Group of Asheville, North Carolina.

The region will soon celebrate the 500th anniversary of Ponce de Leon’s exploration in 1513, as well as the 450th anniversary of the founding of St. Augustine in 1565, making it America’s oldest continuously occupied city. The region also boasts the Ponte Vedra Beach area, home to THE PLAYERS Championship at TPC Sawgrass and the PGA TOUR Headquarters.

The study outlines a broad spectrum of tourism initiatives, with an emphasis on growth strategies and new products, such as a Destination Nature Outfitter’s Center, an Interactive Aquarium, an Aspen-style Food and Wine Festival, and a Major Cultural Museum celebrating the area’s diverse cultural heritage. These products were developed through in-depth consultation with County residents and stakeholders.

“PGAV’s plan will help us transition from a Destination Marketing Organization to a Destination Management Organization, ” offers Glenn Hastings, Executive Director, St. Johns County Tourism Development Council. “We look forward to collaborating with stakeholders and developers to create new products that will grow the County’s tourism.”

Key points of the PGAV plan include:

• Nine brand strategies to distinguish the County from other Southeastern destinations
• Six strategic growth opportunities, based on the County’s core strengths
• Six infrastructure elements to create a consistent in-market experience.
• Marketing and promotional strategies that clearly communicate the County’s unique tourism assets
• More than thirty-five growth initiatives that are prioritized for implementation

The complete St. Johns County Destination Master Plan summary is available for review at

Mike Konzen, Principal of PGAV Destinations, states, “Our new plan for the County provides an innovative approach for destinations who wish to proactively shape their future.”

All strategies and concepts were validated through multiple phases of consumer research. 

Marketing Workshop of Atlanta, Georgia conducted visitor research during development of the Master Plan.

About PGAV Destinations

PGAV Destinations is a global leader in the planning and design of unique destinations. Now in its fifth 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’s key clients include industry leaders such as Delaware North, SeaWorld Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, Ameristar Casinos, Universal Studios, The Gettysburg Foundation, Niagara Parks Commission, The National Aviary, and many others.

Recent assignments include planning and design at many of the world’s “must see” destinations, including the Grand Canyon, Biltmore Estate, Kennedy Space Center, Hearst Castle, the Georgia Aquarium, the Hoover Dam, and SeaWorld Adventure Parks.

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