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November 29, 2016

TENNESSEE - Ruby Falls Celebrates New Direction as 100th Anniversary Nears

PGAV Destinations’ Design Provides Vision for the Future



(St. Louis, MO – September 15, 2016) –St. Louis-based design firm PGAV Destinations is collaborating with Ruby Falls, LLC on a revolutionary, multi-phase project to greatly expand guest amenities and experiences.

“Just as our waterfall has reshaped the cavern and carved new, natural artworks over the centuries, so has today’s culture, 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 from an attraction to a destination, laying the groundwork for an incredible experience that will last until our next Century Celebration.”


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 guests 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 pausing and relaxing; ; improved parking; a new observation deck from which to enjoy sunsets and sunrises; improved staff facilities; and enhanced ticketing services.

“Ruby Falls is the perfect example of a thriving destination that’s ready for its next chapter,” 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.

About PGAV Destinations
PGAV Destinations is a global leader in the planning and design of unique destinations. Now entering its sixth 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 Companies, SeaWorld Parks and Entertainment, the Biltmore Companies, Bass Pro Shops, Ameristar Casinos, Universal Studios, The Gettysburg Foundation, the Saint Louis Zoo, and many others. Recent assignments include planning and design at many of the world’s “must see” destinations, including the Grand Canyon, Biltmore Estate, Space Shuttle Atlantis, Chimelong Ocean Kingdom, the Georgia Aquarium, the Hoover Dam, and SeaWorld Adventure Parks. www.PGAVDestinations.com

About Ruby Falls
Ruby Falls has played host to millions of visitors since it first opened in 1930 and has long been a family favorite for generations. Ruby Falls is home to America’s deepest commercial cave and tallest underground waterfall open for public viewing. It features a 145-foot waterfall located 1,120 feet beneath the surface of Lookout Mountain in Chattanooga, Tennessee. Go to www.rubyfalls.com for more.