We are a storytelling organization. Tis was deeply ingrained in our practice long ago by my predecessor, Fred Guyton, who taught us to design with storytelling . . . by telling us stories. His lessons stuck. Even in the late 1960s, our earliest destination projects like Busch Gardens Williamsburg were conceived with rich narrative elements.


Trough the years, we’ve refined our storytelling approach through projects at museums, zoos, theme parks, and resorts. We’ve enriched the experience of some of the world’s most powerful brands. I am confident that this approach is one of the key reasons for our lasting success. And because we’re still learning, we launched this project.


Tis book captures some exciting new understanding of the power of story through neuroscience, social sciences, and the words of some of the world’s best storytellers. And as it turns out, we gained some great perspective from within our own PGAV Destinations team. Tey never cease to amaze me.


We are pleased to share this exploration of the storytelling art with our colleagues and friends in the destination industry. Chances are that you and your team are already accomplished storytellers. But like us, I hope that you’ll use this information to engage your guests even more deeply in your powerful stories.


Mike Konzen Chairman and Principal, PGAV


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