Past Issues of Destinology

In the fast-paced world of attractions, where technology constantly evolves and intellectual properties (IP) dazzle with their proven success, it's easy to get swept up in the rush to adopt the latest trends. Jeff Havlik and Al Cross, PGAV Vice Presidents, have seen the use of technology and intellectual property (IP)… and they have thoughts. Amidst the clamor for virtual reality (VR) goggles and blockbuster franchises lies a fundamental element of attraction design: the guest experience.

A life-altering car accident left Katie Rodriguez Banister quadriplegic. In the 34 years since her accident, she has transformed her adversity into strength, becoming a speaker, author, and the founder of Access-4-All, advocating for a more accessible society. Through her work with Access-4-All, she’s consulted at many attractions, helping guide them to greater inclusivity.

The battle scars of trauma run deep, impacting daily life for those who suffer from conditions like Post Traumatic Stress Disorder (PTSD). In PGAV’s Voice of the Visitor 2024, 11% of visitors indicated they have an unseen disability, including conditions like PTSD.

Declining attendance, declining viewership, and fan feedback led Major League Baseball (MLB) to change the rules of the game. Clubs are more focused than ever on the stadium experience and making big changes to entice a new crop of fans. Let’s break down the results in this week’s Destinology!

Does a digit on a one to ten scale have the power to shape the future of your attraction? Welcome to Net Promoter Score (NPS). It’s simple on the surface, but the question, “Would you recommend this attraction to a friend?” can provide valuable insights into brand strength and visitor satisfaction. Jill Renner from H2R Market Research helps decode the mysteries of NPS in this week’s Destinology. 

As we venture into the year ahead, it's crucial to anticipate the shifting desires of visitors. VOV 2024 provides a vision of the upcoming trends, revealing the excitement of exploration and the need for attractions to adapt. Join us as we delve into the key findings, navigating through visitor intentions, spending priorities, motivations, and the challenges ahead.

Essence is the individual, real, or ultimate nature of a thing, especially as opposed to its existence. When designing an attraction for authenticity, we are often referring to the faithfulness in capturing and conveying the essential characteristics, spirit, or core elements of a given subject. We’re designing the soul of a place. From guardrails to greebles, this week’s Destinology explores how to capture essence.

Essence is the individual, real, or ultimate nature of a thing, especially as opposed to its existence. When designing an attraction for authenticity, we are often referring to the faithfulness in capturing and conveying the essential characteristics, spirit, or core elements of a given subject. We’re designing the soul of a place. From guardrails to greebles, this week’s Destinology explores how to capture essence.

Imagine crafting an experience reminiscent of the Pacific Northwest—cue Victoria Gray, PGAV Art Director. She delves deep, immersing herself in photos, seeking the true essence of landscapes, from glacier-carved terrains to wind-sculpted cliffs. The result? Rockwork that doesn't just replicate but resonates. When it comes to authenticity, every detail matters—from the initial sketch to the final stone. Learn more about the process in this week’s Destinology.

Merriam-Webster recently revealed its Word of the Year: "authentic." As people seek more profound, meaningful connections, attractions are even more focused on aligning with this cultural shift.

Are guests happy with their visit? Spoiler alert: not really. This week’s Destinology explores PGAV’s Voice of the Visitor 2023 guest satisfaction and net promoter scores—and the factors impacting those scores.

The desire to connect remains strong. Extended families are getting back together, friend groups are reuniting, and visitors are willing to make more than one trip. Who traveled in 2022? Families.

VOV 2023 reports that visitation was up 28% in 2022 over 2021. Visitation remains 7% lower than in 2019, but there’s plenty of reason for optimism and opportunity.

Over the following few issues of Destinology, we’ll share research and results from PGAV’s Voice of the Visitor 2023. First, we’ll look at the VOV 2023 forecast and points of optimism for the year ahead. Plus, check out the Trending Topic: Bleisure!

Open Facebook, Instagram, YouTube, or TikTok, and you’re likely to encounter content creators known as influencers. Brands use them to reach out to niche markets—everything from food to travel to gaming. And influencers are an extension of a digital marketing strategy.

How do you connect a historical train shed to the wonders of the deep ocean? In the case of the St. Louis Aquarium at Union Station, the answer lies in an unlikely source: digital technology. Let’s take a trip from design to implementation to see how digital elements paved the way for emotional connection.

Are you asking yourself, “what is an NFT, and why do I care?” To better understand NFTs, start with crypto. Crypto? Start with blockchain. It’s a dizzying array of terms. Let’s talk through them.

Are you ready to put some digital technology at your attraction but scared of how fast everything changes? With proper planning and implementation, digital elements can enhance the visitor experience and stand the test of time, remaining engaging and relevant long into the future.

Websites, social media, VR technology … we didn’t start the fire, but it’s always a burning question. What digital tools are helpful for your attraction?

As more Americans return to travel this year, many are looking to bring their pets along for the fun. Is the attractions industry ready to accommodate these higher ex-pet-ations?

For most attractions, food is an essential part of the fun (and the profit). But people’s palates and priorities are changing. If we want to keep every visitor full and happy, and keep those cash registers ringing, it makes sense to lean into these trends and make sure that our menus are matching them.

“Revenge travel” is a trending topic this year as travelers look to make up for lost time with more extravagant, luxurious vacations and over-the-top experiences. It might be the sweetest kind of revenge for both travelers and destinations – everyone stands to win. With most attractions already focused on delivering the best possible experiences for visitors, how can we possibly amp things up another notch?

Not long ago, the vast majority of trips were motivated by one factor or the other: business or pleasure. Today, the answer is increasingly “both.” Is this travel trend likely to stick? And what does it mean for the attractions industry?

PGAV Destinations’ seventh annual attractions industry study with H2R Market Research conducts interviews of 1,500 American respondents who either visited an attraction in 2021 or plan to do so in 2022. The recovery momentum is predicted to build as visitors use pent-up demand and increased income to tackle bucket list adventures.

A snapshot analysis shows that people of color make up a record-setting 33% of attraction visitors in 2021, and with many of these visitors expressing enthusiasm to explore even more attractions in 2022. But there is also a concerning gap in satisfaction with attraction experiences.

For visitors, the answer lies in the balance between the need to relax, unwind, and connect with family weighed against safety concerns. For attraction owners, the question applies to new processes and policies implemented during the pandemic, again seeking to balance visitor safety with maximizing their experience.

It’s a double-dose of encouraging news: PGAV’s Voice of the Visitor 2022 shows us not only unprecedented pent-up demand among attraction visitors, but also a broad willingness to spend more when they finally do return.

We saw strong signs of an industry rebound in 2021, but PGAV’s Voice of the Visitor 2022 (VOV 2022) results indicate that it’s just the tip of the iceberg. A strong wave of visitors, still fueled by pent-up demand, are excited to return to their favorite destinations and even try new ones!

It’s a bittersweet phenomenon that has been documented and analyzed by experts ranging from travel specialists to mental health professionals. In a nutshell, these experts have concluded that the pandemic reminded us that life is short, and it’s up to each of us to make the most of it.

Today begins the first of seven installments of PGAV’s Voice of the Visitor, our annual study of the attractions industry based on consumer input. Read on to hear how the industry’s strengths are providing the foundation for our optimism.

7th Edition of PGAV’s Voice of the Visitor (VOV 2022) - Lets evaluate the prior year’s industry performance and look forward to the coming year.

For two weeks a year, fairgrounds come alive with carnival rides, fried food on a stick, and a stacked lineup of live entertainment. Check out the agendas of an upcoming state fair, and you’ll likely find plenty of tractor pulls, livestock competitions, and pie baking.

Ready to check out how state fairs transform dormant fairgrounds into lively events once a year?

Interns: the bright-eyed, energetic crew that brings a burst of youthful energy every summer. They might debate you over the merits of ankle socks vs. crew and give your side part the side-eye, but they also infuse our team with fresh perspectives and innovative ideas. We chatted with a few of our interns to hear what they’re looking for at attractions, their thoughts on the current industry landscape, and what qualities they seek in mentors as they embark on their professional journeys.

In the day-to-day rhythm of working in a creative field, a designer sometimes finds themselves in a design rut. The pen is not flowing, stuck, still on the paper. We’ve all been there, knowing the inspiration is right below the surface. The solution? Reaching out, building connections, and fostering trust can fuel your mission and unleash pent-up creativity.

We checked in with PGAV’s summer interns to glimpse what’s valued as we welcome Generation Z into the industry. Olivia Grinage, Revati Dass, Leo Aguilar-Behsman, Geoffrey Dugopolski, Lizzy Calvert, and Karalina Kulis spoke about their experiences and dreams for the industry. 

People haven’t quenched their thirst for travel. Demand continues and people are prioritizing experiences, but not everything is puppies and rainbows. Heading into the busy season, let’s look at the bright spots and stock up on sunscreen… but pack a rain poncho (just in case).

When it comes to visiting attractions, Mom is often the planning, packing, wrangling, band-aid-keeping, backpack-carrying warrior. They spend their visits ensuring everyone is fed, safe, hydrated, and slathered in sunscreen. In honor of those moms, we spoke with a few PGAV moms about their experiences visiting attractions with their children and what they keep in mind when designing attractions.

Does this title sound familiar? We recycled it.

The climate is in crisis, and there’s a direct impact on attractions. Fortunately, there are options for attractions to be more sustainable—and to help guests along the same path.

Restroom goals: one that is accessible to all, clean, provides for basic needs, and useful… and while we’re at it, it might as well have a beautiful and unique design.

The following article discusses weight, obesity, and traumatic experiences related to size. We understand it may be triggering for some people. Please take care in reading.

From broadening our perspectives to deepening our bonds to celebrating a project a decade in the making, join us in a moment of reflection and thanksgiving for the collective spirit that propels us and helps create incredible memories. 

When you step into a store in October, it's nearly impossible to miss the plethora of merchandise featuring vibrant skulls and lively colors, all in reference to the Day of the Dead celebrations. However, a question arises: Are these items genuinely respectful of the tradition and its significance, or are they merely exploiting the occasion for commercial gain?

Empathy is an extraordinary tool—and it can be nurtured and expanded. In this week’s Destinology, we explore how attractions can broaden horizons and inspire empathy. Dive into the transformative potential of travel. Hear about how PGAV is harnessing these tools and embarking on a quest to connect, learn, and grow.

We recently spoke with Jason Hartsfield, a Disability Inclusion Consultant at the Starkloff Disability Institute, who is deeply passionate about promoting empathy in design. Driven by professional commitment and personal experience, Hartsfield highlights empathy's role in creating authentic and inclusive designs that address the diverse needs of people with disabilities.

We’re exploring the complexity of cultural appropriation vs. appreciation in design. Empathy is crucial in creating meaningful connections with diverse cultures, avoiding stereotypes, and respectfully incorporating cultural elements into designs. We know it can be difficult to navigate, but it’s important to discuss. Let’s take a closer look. 

When you think of demographics, surveys, and focus groups, do you think of empathy in design? While data might sound like something you put on a bar graph, conducting thorough research about visitors helps us better understand the people we are designing for. Learn more about visitor research and how it enables us to create more empathetic and user-centered designs in this week’s Destinology.

The Americans with Disabilities Act was passed over 30 years ago. While groundbreaking, we can do more to design accessible and inclusive attractions. Designing with empathy includes designing for people with disabilities—seen and unseen. In this week’s Destinology, we hear from Allison Zuck, who lives with an unseen disability, on the challenges and importance of inclusive designs. 

Everyone loves the rush of the wind in their hair as they plummet down a monstrous drop and careen toward an inverted loop, right? Well… no, not everyone. Plenty of visitors get weak in the knees at the mere sight of a roller coaster. Designing with empathy means including all visitors in our plans, not just the all-in-go-zero-to-60, ready-to-swim-with-sharks visitors. 

Empathy in the design process allows authentic, representative, and inclusive designs. That translates to the attraction experience. Over the next few weeks, we’ll explore empathy and its impact on designing attractions, including using audience research to help understand our guests and avoid cultural appropriation. 

As many families show, mobile food ordering is becoming more common. Let’s check in with PGAV’s Food, Beverage, and Retail (FB&R) study to see what other visitors report about mobile food and retail options in a visitor’s journey through an attraction.

PGAV’s Food, Beverage, and Retail Study has been following a family as they booked their tickets and arrived at their destination. Now they are ready for lunch… and a drink. Do they also want to catch a show? Let’s look at what role alcohol and live entertainment play in the choices this family makes.

Remember the family from last week that was at your destination and ready to eat and shop? We know they came ready to spend, but let’s dig in a little more into what’s driving their purchase decisions.

Remember the family from last week that was at your destination and ready to eat and shop? We know they came ready to spend, but let’s dig in a little more into what’s driving their purchase decisions.

Anna Corbitt and Kim Lackey like to explore new destinations, they relayed their ideas and thoughts on how designs impact their experience, common accessibility issues, and what could be improved.

The diversity, equity, accessibility, and inclusion (DEAI) journey can feel long and hard. It’s difficult to know where to begin and can feel overwhelming if you look at the full scope of issues marginalized communities face. Where do you start? How about starting with a conversation?

In previous articles, we’ve discussed safety, cultural authenticity, and including the voices of marginalized communities. Let’s check in with one organization to see how they are helping make travel safe, enjoyable, authentic, and inclusive for LGBTQ+ visitors.

Do you throw a Pride flag on a t-shirt to show support for the LGBQT+ community in June? Or send out a tweet once a year during Black History Month? While those things are great, you'll have to go further if you genuinely want to show your support and include marginalized communities. Now more than ever, people want to see a commitment to DEAI efforts and believe those efforts are authentic. How do we show our visitors we care about inclusion?

Theme parks and other attractions are often known for dazzling environments: flashing lights, thrilling screams from people as they plummet on a roller coaster’s descent, booms from the bright fireworks, and the smell of kettle corn and funnel cakes. While all this excitement is part of the experience, how do we accommodate people who are sensitive to it?

Belle Meade Historic Site & Winery, a planation in Nashville, TN., has long hosted tours of the grounds and has a working winery on premises. But in the past, the stories of the enslaved were not told. That changed when they began researching the history of the enslaved people who once lived there and launched their Journey to Jubilee tour. Brigette Jones, Director of Equitable Partnerships at Belle Meade, spoke with us about her experience at Belle Meade and the power of her voice in telling the story.

DEAI efforts can give our visitors a sense of belonging, but are we including the right voices during the design process? Can we dig a little deeper into the culture, history, and stories of the people and places our attractions represent?

In this week’s article, we look at the Fresno Chafee Zoo’s new Kingdom of Asia exhibit and the Belle Meade Historic Site & Winery to learn how they include new voices telling their stories.

The Green Book once helped Black travelers locate hotels, restaurants, and towns that welcomed Black people. It is no longer published, but websites, blogs, and social media continue to inform travelers of places they feel safe.

Let’s talk about what’s making visitors feel unsafe while traveling and look for paths to improvement.

What’s the difference between Equality and Equity? We’ll talk about it. And Dawn Griffard of the World Bird Sanctuary discusses their commitment to diversity, equity, justice, and inclusion—and why a bird sanctuary is so passionate about it.

People are ready to travel, explore, and have fun, but they are also looking to do those things in places they feel safe, supported, and seen. This is the function of diversity, equity, accessibility, and inclusion (DEAI) efforts. While we try to put the welcome mat out for everyone, there are times we may not see the discrimination or exclusion that is occurring. Focusing on DEAI allows us to look deeper into those blind spots and make positive changes.

On behalf of PGAV, I am proud to introduce the Diversity, Equity, Accessibility, and Inclusion (DEAI) series for Destinology. This series of articles will include market research, reflections, and initiatives on DEAI. Here, I want to share some of my personal experiences as an Asian tourist attraction designer.

In the neighborhood Fred Rogers created, everyone brought unique values and perspectives. That’s true for your neighborhood too, though the exact role your attraction plays in it will vary widely based on both the nature of your attraction and the character of your neighborhood.

In the neighborhood Fred Rogers created, everyone brought unique values and perspectives. That’s true for your neighborhood too, though the exact role your attraction plays in it will vary widely based on both the nature of your attraction and the character of your neighborhood.

Ultimately, every attraction will have a different economic impact on its community. But, if you’re willing to put on a city planner hat and consider the weights on each side of the “worth it” scale, there are multiple ways to add value and help ensure that mutual benefits are seen and appreciated by all.

We encourage you to consider your business’ role in placemaking, and what simple actions you could take to strengthen or expand your role in your neighborhood, city, or region. Chances are, your brand will benefit right along with the community you call home.

Successful attractions have taught us there is power in creating strong ties to the surrounding community and embodying the local personality. As the U.S. continues to recover from the impacts of COVID-19, competition for residents, workers, and visitors is becoming more and more intense. To gain a competitive advantage, cities, universities, workplaces, churches, and other place-based communities, must aspire to become places where people want to be.