ORLANDO, Fla. – Developers for a future Central Florida attraction, touted as the world's largest Ferris wheel said on Thursday they want to use the giant ride for advertising.
The "Eye of Orlando" on International Drive, will feature a 45-story wheel that will be taller than Orlando's highest structures, including downtown's Suntrust Tower, according to Unicorp developer Chuck Wittal. It would also include a wax museum, aquarium, high-end steakhouse, coffee shop, wine bar and Buffalo Wild Wings, with a country Western bar.
The developers said on Wednesday they want to put a sign and advertisement on the side of the 400-foot-tall ride. They believe it will generate big revenue with sponsored banners and asked the county for approval.
"The 70 million it costs to build it is very hard to justify through ticket sales alone so we are talking to sponsors now," Wittal said.
Developers have also asked for approval to paint large murals on the buildings.
"It's to identify to customers the brand they are about to experience inside," Wittal said. "It's a great brand identification."
The Ferris wheel's cabins will be able to hold dozens of guests and could attract millions of people to an area along the tourist strip that has failed to generate much interest.
The project would be built on the site of the old Mercado, a shopping and entertainment complex built in the 1990s but was recently demolished. The developer believes construction on the $100 million project could create 1,500 jobs.
It's not expected to open until July 2013. If the county commissioners don't approve extra advertising, the developers said they will put the brakes on moving forward with the project.
The county will vote on the project in August.