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One of the Biggest Attractions in São Paulo, the Roda Rico Transforms the City’s Skyline with Panoramic Experience, Advanced Technology, and Growing Visitor Flow. Innovative Structure, Sustainability, and Urban Tourism Drive the Local Economy.
At 91 meters tall — equivalent to a 30-story building — the Roda Rico has transformed the São Paulo landscape since its inauguration on December 9, 2022.
Located in Parque Cândido Portinari, next to Villa-Lobos and along the banks of the Pinheiros River, the structure held, until July 2025, the title of largest operating Ferris wheel in Latin America.
This feat is expected to last at least until the end of 2026, when the Novo Mato Grosso Park, between Cuiabá and Chapada dos Guimarães, plans to debut a wheel of 108 m.
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Technological Structure of Roda Rico
The Ferris wheel in São Paulo features 42 climate-controlled panoramic cabins, all equipped with free wi-fi and an internal communication system.
Each gondola accommodates up to eight passengers.
A full rotation takes about 25 minutes.
At night, 27,000 LED lights create a chromatic spectacle visible for miles.
According to São Paulo Big Wheel, the operator of the attraction, all protocols follow international engineering and inspection standards, with weekly preventive maintenance and annual structural reviews.
Panoramic View and Urban Tourism in São Paulo
During the ride, the audience observes unobstructed postcards like the Ponte Estaiada Octávio Frias de Oliveira, the financial center of Avenida Faria Lima, and, on clear days, the Pico do Jaraguá — the highest point in the municipality.
The privileged perspective helps Roda Rico to appear on “must-see” lists of travel guides, reinforcing São Paulo as a tourist destination beyond the traditional gastronomic and cultural axis.
Visitor Flow of Roda Rico
The concessionaire projected between 600,000 and 1 million visitors per year.
Although the audited balance for 2024 has not yet been released, the company estimates peaks of 3,000 people per day on high-season weekends — a figure that surpasses the average predicted for the first three years of operation.
Industry sources indicate a capacity to accommodate up to 5,000 users on special dates, including corporate bookings, photo shoots, and intimate weddings.
Operation, Prices, and Amenities in July 2025
- Operation: Tuesday to Sunday, from 10 AM to 7 PM; closed on Mondays for maintenance.
- During the July school holidays, ticket sales open at 9:30 AM and boarding ends at 7 PM.
- Tickets: The 2025 Table sets the social fare at R$ 49 (online purchase + 1 kg of food); half-price is R$ 55.99; and the full ticket ranges from R$ 69 to R$ 89, depending on the day and time.
- Customers of partner platforms — such as the brokerage that holds the naming rights — have a 20% discount directly in the app.
- Access: 5 minutes walk from Villa-Lobos-Jaguaré station (Line 9-Emerald) or via the bike path along the Pinheiros River; paid parking on site.
- Additional services: complete accessibility, priority boarding for people with disabilities, adapted restrooms, pet-friendly in outdoor areas, and a VIP cabin option with a transparent floor.
Urban Revitalization and Tourist Impact
The Ferris wheel in São Paulo was integrated into the municipal program for the recovery of the Pinheiros River.
In addition to generating direct and indirect jobs — about 250, according to the Municipal Tourism Secretariat — the equipment has boosted new gastronomic kiosks, leisure events, and bike-sharing circuits in the western area.
Urban planning specialists observe that observation attractions, like Roda Rico, stimulate what is called proximity tourism, where residents rediscover the city from different angles.
Future of Ferris Wheels and Innovative Experiences
The São Paulo record will have competition in 2026, when the government of Mato Grosso expects to invest R$ 900 million in Novo Mato Grosso Park, a package that includes a Ferris wheel of 108 m and 42 tempered glass cabins.
The enterprise aims to attract 1.5 million people in its first year of operation, according to the state agency MT Par.
Meanwhile, Roda Rico expands its portfolio of themed events.
Between March and June 2025, the attraction hosted sunset cinema sessions, June parties 60 m high, and immersive experiences with augmented reality — initiatives that resulted in an average increase of 18% in online sales compared to the same period in 2024, according to internal data shared with the industry parks union.
Sustainability and Environmental Certifications
Beyond leisure, Roda Rico adopted solar panels on the boarding deck, energy-efficient LED lighting, and selective waste collection serving the 42 cabins.
In April 2025, it received the Municipal Carbon Neutral Seal, valid for three years, after offsetting 480 tons of CO₂ by planting native seedlings in the Pinheiros basin.
This initiative reinforces the ESG strategy (Environmental, Social, and Governance) of the operator and engages with corporate audiences seeking spaces for sustainable events.
Economic Impact of the Ferris Wheel in São Paulo
A study by the Fundação Instituto de Pesquisas Econômicas (Fipe) estimates that each visitor to the Ferris wheel in São Paulo injects, on average, R$ 272 into the local economy, accounting for spending on transportation, food, and shopping nearby.
If the cap of 1 million annual visitors is confirmed, the financial turnover would exceed R$ 270 million, equating to mid-sized theme parks in the United States, according to the same methodology.
Have You Experienced the View from Roda Rico?
Have you seen São Paulo from the top of the Roda Rico or do you still plan to experience the privileged view that only the Ferris wheel in São Paulo can provide?
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