The High Roller observation wheel has evolved into one of the most treasured attractions along the Las Vegas Strip since it debuted in the spring of 2014, but it made a major impact even before its first revolution—by forever changing the iconic Strip skyline.

Until its successors are completed in New York City and the United Arab Emirates, the High Roller remains the world’s tallest wheel at 550 feet, 9 feet taller than the Singapore Flyer. Its 2,000 LED lights can create some pretty special effects, as you’ve no doubt noticed while you were out and about on the Strip—or almost anywhere else in the Las Vegas Valley. The High Roller is a landmark, one of the essential structures of today’s Vegas iconography and the latest must-visit activity for visitors, no matter where they’re coming from.

It’s been an important stop for loads of celebrities, too. Headliners like Olivia Newton-John, Britney Spears, Jerry Seinfeld and Criss Angel have all taken the 30-minute ride, as have country music stars Rascal Flatts and Shania Twain, supermodel Tyra Banks and even some furry celebrities like Grumpy Cat. Rock trio Dreamers performed inside one of the High Roller’s 28 cabins, electronic dance music stars Kygo and Nervo have played sets in the wheel and celeb chef Giada De Laurentiis took a yoga class while surveying the Strip.

Yoga has been one of several unique offerings associated with the High Roller, but the most popular programming is without question the “Open Bar in the Sky” Happy Half Hour. This ticket plants a bartender in your pod and turns your trip into a party.

“The single biggest impact thing we’ve done is introduce the Happy Half Hour ticket,” says Shaun Swanger, the general manager and vice president of The Linq Promenade and Caesars Attractions.

“We like to describe it as Vegas-fying the observation wheel. It’s the only one in the world you can get on and have a drinking experience, it’s been hugely successful and it’s also created stronger repeat business than expected.”

That’s no surprise, considering one good turn deserves another; once people experience the Happy Half Hour, they want to come back and bring friends. “We have added different experiences including bachelorette parties, weddings, yoga and chocolate tastings, and they’ve all generated awareness,” he says. “It’s become known more as an experiential wheel than what it started as, an observation wheel.”

If you need further evidence of the High Roller’s importance, consider that Lego-certified artist Adam Reed Tucker once re-created a 50-pound version of the wheel using 10,000 of those colorful plastic blocks.

The Linq Promenade and its surrounding resorts will continue to adapt, too, as the FlyLinq zipline and immersive experience Kind Heaven are on their way. But the fun starts at the new Strip centerpiece, the big wheel that just keeps on turning.

11:30 a.m.-2 a.m. daily, day ticket $25, $10 ages 4-12, night ticket after 6 p.m. $37, $20 ages 4-12, age 3 and under free, $79 annual pass, $49 annual pass age 4-12, Nevada residents with proper ID receive a discount. 866.328.1888