I-Drive 360 and the Coca Cola Orlando Eye Get Rebranded and Enhanced

IDL Parent LLC, owners of the I-Drive 360 entertainment complex on International Drive, recently announced a new name for its towering 400-foot centerpiece, the Coca-Cola Orlando Eye, which is now ICON Orlando. An innovative marketing campaign will be launched following the rebrand, encouraging guests to “Find their Iconic Moment” at the 18-acre complex, which has also been renamed ICON Orlando 360.


“Since opening three years ago, the observation wheel has become an instantly recognizable
part of the Central Florida landscape and a catalyst for growth along the I-Drive corridor,” said Cindy
Campbell-Taylor, vice president of marketing, sales and public affairs at ICON Orlando 360. “As such, the new ICON Orlando name makes perfect sense as we introduce some key changes and position this iconic structure for the future.”


According to Campbell-Taylor, the new ICON Orlando 360 will be adding several new “ICONic”
experiences in the coming months, including:
  • ICONic Annual Pass* – Guests can enjoy 365 days of ICONic fun for only $69 (plus tax). Price includes unlimited entrance to the ICON Orlando. Annual pass holders can also bring a friend at a discounted rate.
  • 7/14-Day Trade Ticket – Trade Partners can now offer their visitors added flexibility to their vacation with a 7-day or 14-day ticket that includes unlimited visits to ICON Orlando
  • Enhanced Fully Immersive Capsules – ICON Orlando capsules will soon include Wi-Fi, as well as customized immersive experiences allowing guests the opportunity to personalize their flight.
  • Private Party Capsule – For adults only, the private party capsule features complimentary beer/wine and a private bartender for up to 10 guests. Guest can also upgrade to a second rotation and enjoy the flight a little longer.
  • ICONic Every Night: Nightly Light Show – Coming later this year, ICON Orlando will come alive even more with enhanced synchronized nightly display incorporating the courtyard fountains.

Other changes on the horizon at ICON Orlando 360 include the new high-tech Justice League: A Call for Heroes experience at Madame Tussauds Orlando (May 25), and the Orlando StarFlyer, a massive swing ride that will give extreme thrill seekers one-of-a-kind, open-air views from 425 feet above the ground (opening June 1, 2018).


The ICON Orlando 360 rebrand comes as the complex nears 100 percent occupancy and ownership company IDL Parent LLC shifts from development to management, with a focus on enhancing the guest experience. Now managing the newly named ICON Orlando is an executive team led by CEO Rosemary Rose; Senior Vice President of Facilities, Engineering and Security Bill Kivler; Vice President of Marketing, Sales and Public Affairs Cindy Campbell-Taylor; and Vice President of Operations & Finance Jim Forrester.



Fun Facts About ICON Orlando:
  • The ICON Orlando is the tallest observational wheel on the United States East Coast
  • The ICON Orlando weighs approximately three million pounds, that is 1,500 tons or equivalent to 300 school buses
  • All 30 passenger capsules feature Bose audio systems for music/narration, air-conditioning and interactive tablets to provide information on the ICON’s 360-degree views
  • Each of the 30 capsules weigh 6,600 pounds, or the average weight of an Indian elephant
  • At more than 80,000 pounds, the wheel hub weighs more than a Boeing 737
  • It took more than 150 forty-foot trailers to ship all the wheel components
  • The ICON Orlando is made up of components produced all over the world:
    • The glass covering the capsules was crafted in Turkey
    • The capsules were assembled in Hungary and shipped to Florida from Northern Germany
    • Switzerland-based Intamin designed and manufactured the wheel
  • More than 64,000 color-changing LEDs were installed onto the observation wheel, providing a variety of lighting color options to celebrate holidays and other special occasions
  • The LEDs use 92.7% less energy than traditional light bulbs
  • The ICON Orlando rotates at just under one mile per hour


*NOTE TO AWESOMER AND AWESOMEST ANNUAL PASSHOLDERS: Guests purchasing any Merlin annual pass in the future will no longer have access to ICON Orlando. Those who currently have one of the annual passes that included admission to the Coca Cola Orlando Eye should be able to access the attraction until their current pass expires.

PHOTOS: © 2018 ICON Orlando 360. All Rights Reserved.

Comments