OVERVIEW
ICON Park, anchored by the iconic Orlando Eye, a 400-foot-tall observation wheel, is a sprawling 20-acre entertainment destination in the heart of I-Drive.
Services
- Website Branding & Guidelines Update
- UX Design & Wireframing
- UI Design & Theming
- Website Development
- Local Search Engine Optimization
- Marketing & CRM Integrations
The Challenge
ICON Park needed to enhance its online presence to showcase its attractions and dining experiences more effectively. They sought to engage an experienced Orlando-based web design agency to create a user-friendly website that reflected its vibrant offerings.
ICON Park partnered with Brandcoders to tackle these challenges. We created dedicated pages for each attraction to make visitor information more accessible. A full website redesign improved how the park’s offerings are showcased to locals and tourists. We streamlined the backend with a robust content management system, reducing costs and speeding up updates. Additionally, we integrated an events system and tools for promotional landing pages to enhance marketing efforts. These upgrades made ICON Park’s digital presence as dynamic and inviting as the park itself.
Marketing Strategy & Positioning
After strategizing with the ICON Park team, we identified the main visitor segments and began journey mapping for each persona. By understanding the psychographics and objectives of families, tourists, local diners, corporate groups, and more, we tailored the marketing strategy to highlight ICON Park’s unique experiences. Prominent features and benefits were emphasized to position ICON Park as a top choice among Orlando attractions.
Website
UX Design & Wireframing
We redesigned the site to prioritize user needs, making event schedules, activities, dining options, and ticket details easily accessible from the homepage. We created individual pages for each attraction and streamlined the site architecture to improve user flow. A mega menu was added to simplify navigation, helping visitors quickly find key details like monthly promotions and special events.
WEBSITE DESIGN
UI Design
To effectively capture the excitement of ICON Park, we designed the website with the park’s signature colors and included imagery that reflects its vibrant atmosphere. The design prominently features the iconic wheel, integrating it into various elements across the site to tie the experience together visually. By leveraging the park’s branding, including specific colors and thematic elements, the new interface not only enhances the user experience but also strengthens brand identity, making the website not just informative but also a fun place to explore digitally.
Development
ICON Park needed a robust, adaptable web infrastructure to enhance user experience and boost conversions. Our team implemented key systems, including a stable events system for activity management, a dining system highlighting over 50 restaurants, and custom post types for efficient updates like FAQs and press releases. We also revamped the hours and location management features to improve accessibility and enhance the visitor experience.
We integrated Tripleseat for corporate event management and MailChimp for marketing automation to handle high visitor traffic and dynamic event scheduling efficiently. Our local SEO strategy ensured a seamless transition of over 250 pages to the new site, preserving rankings and boosting visibility. These improvements streamlined booking and browsing experiences, positioning ICON Park as a premier Orlando destination. Post-launch, we saw immediate increases in ticket sales and dining engagement.
THE RESULTS
An Iconic Brand Identity & User Experience That Continues to Drive More Ticket Sales & Visitors
After the website relaunch, ICON Park saw a major boost in engagement and business performance. Conversion rates for corporate bookings, dining, and ticket sales increased by 15%, dining page engagement jumped 500%, and attraction pages saw a 200% rise in activity. These updates enhanced the user experience and solidified ICON Park’s status as a top Orlando destination. Brandcoders continues to support their digital and marketing strategies.