In a medium size bowl whisk together the water with the instant yeast and 1 tsp of sugar. Let it rest for 5 minutes.
Add the eggs, milk, sugar and melted butter to the yeast mixture and whisk until well combined.
In a large bowl combine the flour with the salt. Pour the yeast mixture and using a wooden spoon stir until well combined. You should have a thick sticky dough, see video. Cover with plastic wrap and let it rest for 10 minutes. See notes for tips.
Preheat your oven to 350 F degrees. Line a 9x13 inch baking pan with parchment paper. Spray some cooking spray over the bottom, this will help the parchment paper stick to the baking pan.
Roll the dough out onto a well floured surface, until it's approximately 16 inches long by 12 inches wide and about 1/4 inch in thickness.
In a small bowl whisk together the brown sugar with the cinnamon.
Spread the 1/2 cup of butter over the entire surface of the dough, then sprinkle with the cinnamon sugar evenly over the surface of the dough.
Starting at the long edge, away from you, roll the dough down to the bottom edge. Cut the dough into 2 inch slices, or use floss as seen in the video. Place the rolls into the prepared baking pan, 3 x 4.
Let the rolls rest for another 10 minutes and you will notice they will rise until there is no more space between them.
Place the baking pan in the oven and bake for 20 minutes or until golden brown.
While the rolls are baking make, prepare the cream cheese icing. Add the cream cheese and butter to a mixing bowl and mix until smooth. Add the remaining ingredients and mix until smooth. If the icing is a bit too stiff add 1 tbsp of milk.
Ice the rolls immediately when they come out of the oven with the cream cheese icing.