ICON Park Wheelhouse

ICON Park, a retail, dining, and entertainment destination on Orlando’s famous International Drive reached out to IDEAS and our partners at Integrated Insight to aid in re-defining the ICON Park brand, improving the observation wheel “ride” experience, and imaging a framework for a multi-year development plan to improve operating performance. This included a completely new brand story, nomenclature and sensory identity, a portfolio of guest experience enhancements ranging from simple wayfinding improvements to significant new re-capitalization and a critically needed re-design of the interior of The Wheelhouse, where guests board The Wheel and can enjoy additional attractions like Madam Tussaud’s and Sea Life Aquarium.

IDEAS tiered recommendations took into account a full cost-benefit assessment and construction impact on maintaining ongoing park operations balanced against a primary research driven program to improve immediate and sustainable attendance. For its signature Wheel, IDEAS proposed a ]new Sky Bar in the queue line for guests which has become a reliable revenue engine for ICON Park. Other experience enhancements included new cabin media programming for Wheel riders, featuring a historical tour of the region with synchronized sight lines to surrounding attractions and a new park-wide wayfinding program directing visitors to the Wheelhouse. As part of subsequent Wheelhouse remodeling, ICON Park has also added an arcade, 7D Motion Theater, improved retail store layout and a new circular bar in the center of The Wheelhouse interior lobby.

“ICON Park’s recent, guest-driven enhancements are making our property the top short-stay destination for locals and tourists in Florida,” said Chris Jaskiewicz, President and CEO of ICON Park. “These investments in money and time show our optimism, and we enjoy seeing how much our guests enjoy the updates. We credit the IDEAS team with driving this performance enhancing program.”

Excerpts and quotes courtesy of InPark Magazine by IPM News, Sept. 21, 2021.