Great Florida Road Trip Game – ICON Park

After an unsuccessful launch of a new in-cabin game for its The Wheel attraction, ICON Park contacted IDEAS. 

We were familiar with ICON Park, having developed its brand and a multiyear plan for guest experience improvement. 

And we quickly came up with a new game concept that could be operational ASAP — The Great Florida Road Trip.

In the new version, guests meet the Flamingos! 

The game introduces Freddy, his wife Faye and their two charming chicklets Francine and Felix. This feathered family piles into their old station wagon for a rollicking 1950s-style road trip to Florida’s classic attractions. 

From their own lofty perch, guests aboard The Wheel help these long-legged pink tourists make lasting memories. They capture pictures of stops along the way for their scrapbooks using a Photomatic Camera from their cabin’s view. 

Old Florida’s nostalgic kitsch comes to life with cartoonish, postcard-style billboard depictions of beloved, iconic and vintage Florida destinations. These include the Everglades, St. Augustine, Daytona Beach and more. 

Whoever snaps the most photos during their ride on The Wheel receives an exciting prize, making their own vacation extra special. 

The Process and the Fun

We worked closely with the game technology vendor to design the new camera form factor and integrate the ride story with this experimental technology. 

Ultimately, we created the first gamified, themed experience aboard an observation wheel in the U.S. — maybe even the world! 

IDEAS also took on a host of other duties:

• Scripted and produced the ride and preshow media
• Developed the queue line graphics, employee spiels and game’s operating guidelines
• Oversaw on-site installation of all show set elements, graphics and ride media
• Worked with ICON Park’s executive team to develop the game’s media rollout strategy 

The game launched with great fanfare in the summer of 2023. It has enjoyed success during its planned, limited run.

See the press video: ICON Park opens new ‘Great Florida Road Trip’ game at The Wheel