New Name, Big Impact: MOSI Unveils Holloway Digital Dome Theatre as Attendance Surges

The naming honors a seven-figure gift made in memory of the late Marvin L. Holloway and his wife Betsy. Marvin—a pioneering Tampa business leader and founder of AAA Auto Club South whose legacy of innovation and community impact will now help power MOSI’s future—passed away in 2002, while his wife died in 2024.

Since opening on April 1, 2025, the Digital Dome Theatre and Saunders Planetarium have become a centerpiece of MOSI’s resurgence. Every guest is immersed in 360-degree experiences that blend science, storytelling, and cutting-edge technology. The Holloway gift will expand that momentum, supporting new exhibits, films, and programs designed to inspire curiosity across Tampa Bay.

Powering the Next Phase of Innovation

The Holloway gift will directly support a new wave of experiences at MOSI, including:

• Above & Beyond – A limited-time exhibit that brings aviation to life through interactive design challenges and immersive experiences
• “Dream to Fly” – A 360-degree film that tells the poetic story of humanity’s earliest attempts to take to the skies
• Expanded STEAM Programming – New outreach efforts in schools and at MOSI, connecting students and families with hands-on learning in science, technology, engineering, art, and math

These initiatives will deepen MOSI’s impact as a hub for exploration, discovery, and workforce development, while building on the success of the Digital Dome Theatre’s first year.

“In just one year, the amazing attraction that we’re excited to now name the Holloway Digital Dome Theatre has transformed how our community experiences science,” said John Graydon Smith, President and CEO of MOSI. “The Holloway family’s extraordinary generosity ensures we can continue to push boundaries. It empowers MOSI to bring in new stories, new technology, and new opportunities to inspire the next generation.”

Speaking on behalf of the Holloway family, Robert R. Sharp said the gift reflects Marvin Holloway’s lifelong commitment to innovation, education, and service to the Tampa Bay community.

“Marvin Holloway believed deeply in progress, curiosity, and helping people navigate the world around them,” Sharp said. “Supporting MOSI ensures that spirit lives on, encouraging all of us to imagine what’s possible.”

A Legacy of Leadership and Innovation

Marvin L. Holloway served as chairman and chief executive of AAA Auto Club South, building the organization over more than five decades into a major regional force. Beginning his career during the Great Depression as the sole salesperson for the small Tampa Auto Club, Holloway helped grow membership, pioneered services like trip planning and emergency roadside assistance, and championed driver education programs across Florida.

His career reflected a commitment to innovation, accessibility, and community service—values that align closely with MOSI’s mission to make science engaging and accessible for all.

 A Milestone Moment for MOSI

The naming of the Holloway Digital Dome Theatre marks a major milestone in MOSI’s continued evolution. In just one year, the venue has redefined MOSI’s guest experience, dramatically expanded capacity for school STEAM field trips, and—together with the new MOSI Digital Content Lab—created a new platform for creativity.

In the theatre’s first year, MOSI has seen attendance climb by 40 percent compared to the previous year, Smith said.

About MOSI, Tampa’s Museum of Science & Innovation

MOSI is Tampa Bay’s center of science and innovation, located in North Tampa at 4801 E. Fowler Ave.

Welcome to the Museum of Science and Innovation, where the wonders of science come to life. We are a hands-on science center dedicated to interactive learning and playful exploration. As the home of engaging permanent and rotating exhibits, out-of-this-world programming, and the immersive Saunders Planetarium & Digital Dome Theatre—the second largest planetarium in the United States—MOSI makes science and technology accessible to all. Come join us on a journey of discovery and unlock the mysteries of the world around us.

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