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By early 2014, if Dan Burgner gets his way, Las Vegas’ high-wattage skyline will have a shiny new ornament: The world’s tallest branded observation wheel.
Burgner’s company, Caruso Affiliated, is the development agent for the High Roller, a digital-age Ferris wheel whose 28 passenger pods not only promise to whisk 40 visitors 550 feet into the desert sky but also to deliver a bolt of brand awareness. The developer is selling six levels of sponsorship—including “in-cabin branding” via video screens, and the name of the wheel itself.
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