Sightseeing buses in major cities around the world have changed very little over the years - it's a simple product with well-defined parameters.
But as technology has evolved and consumer demand has changed, operators have realized that the humble offering of old should embrace such new requirements.
The Ride Experience in New York City is one such business, combining technology with an unusual way of experiencing the cultural hotspots of the city.
The business uses specially designed buses (outward facing seats) to connect passengers with street performers as the vehicle moves around the city on a tour.
As each vehicle reaches a specific part of the city, a dancing troop or hip hop act will appear on the sidewalk to entertain passengers.
The performance ends, the buses moves on.
Each bus is fitted with state-of-the-art audio equipment so that passengers can hear each performance without leaving their seat.
Some sections of the tour combine virtual reality to give users a view of what a particular area of the city, such as Columbus Circle, was like in the 1930s.
The company has ambitions to launch the service in other markets around the world.
Here, Dan Rogosky, chief revenue officer of the business, speaks to PhocusWire during the Arival Event 2018.
PhocusWire @ Arival 2018 - Dan Rogoski of The Ride Experience
A promo clip of the tour...
The Ride Experience New York City