Universal Destinations & Experiences, a division of Comcast NBCUniversal, has announced plans to establish a major, year-round immersive horror entertainment experience in Chicago. Set to open in 2027, the new attraction, officially named Universal Horror Unleashed: Chicago, marks a significant expansion for the global entertainment giant into the Midwest region and represents its second venture under the “Universal Horror Unleashed” brand.
A Strategic Location
The chosen site for this ambitious project is a vacant 114,000-square-foot commercial building located at 700 W. Chicago Ave. The decision strategically places the attraction directly across the street from the location of the new Bally’s Casino complex, positioning it within a burgeoning entertainment hub in the city. This move underscores Universal’s intent to leverage high-traffic areas and integrate its unique brand of entertainment into urban centers.
The conversion of the existing building into a state-of-the-art horror venue is expected to begin early next year, signaling the tangible start of the development process. The chosen location’s size provides ample space for the planned features, ensuring a comprehensive and immersive visitor experience.
The Vision for Universal Horror Unleashed: Chicago
Universal has detailed preliminary plans for the Chicago venue, promising a multi-faceted entertainment destination centered around the horror genre. The experience is expected to feature intricately designed mazes, a staple of Universal’s renowned Halloween Horror Nights events, adapted for a year-round format.
Beyond the core attractions, the facility will also include themed bars and diverse food offerings, providing guests with themed dining and social options to complement the immersive environment. A dedicated retail space is also planned, allowing visitors to purchase merchandise related to the Universal horror brands and the Chicago attraction itself. The combination of these elements aims to create a complete entertainment outing rather than just a single attraction.
Economic Impact and Job Creation
Projections from World Business Chicago highlight the substantial economic benefits anticipated from the Universal project. The development and operation of Universal Horror Unleashed: Chicago are expected to create approximately 400 permanent jobs, offering new employment opportunities within the city’s entertainment and hospitality sectors.
Furthermore, World Business Chicago forecasts that the venue will generate over $1 billion in economic impact for the city of Chicago. This projection considers factors such as direct spending by the attraction, increased tourism, visitor expenditures on lodging, dining, and other services, and the multiplier effect on local businesses and supply chains. The significant economic forecast underscores the project’s potential contribution to the city’s fiscal health and overall economic vitality.
Governmental and State Support
The proposed Universal attraction has garnered support from key political figures in Illinois. Mayor Brandon Johnson of Chicago and Governor JB Pritzker have both expressed backing for the initiative, recognizing its potential to enhance Chicago’s tourism profile and stimulate economic growth.
The state of Illinois is further supporting the project through the Economic Development for a Growing Economy (EDGE) incentive program. This program typically provides tax credits to companies that create jobs and make capital investments in Illinois, indicating the state’s commitment to fostering major development projects like Universal’s new venture. The involvement of the EDGE program signifies a public-private partnership aimed at facilitating the project’s success and maximizing its benefits for the state economy.
Precedent Set in Las Vegas
Universal Horror Unleashed: Chicago will be the second location under this specific brand. The inaugural Universal Horror Unleashed venue is scheduled to open in Las Vegas in August 2025. The Las Vegas project serves as a precursor and potential model for the Chicago location, demonstrating Universal’s strategy to bring its horror-themed experiences to new markets outside of its traditional theme park destinations.
The success and operational insights gained from the Las Vegas venue will likely inform the final design and execution of the Chicago project, ensuring a refined and compelling offering for Midwest audiences.
Conclusion
Universal Destinations & Experiences’ decision to bring a year-round immersive horror attraction to Chicago represents a significant investment in the city’s entertainment landscape. With its strategic location, promise of unique themed experiences, substantial economic projections, and backing from state and city leadership, Universal Horror Unleashed: Chicago is poised to become a notable addition to Chicago’s diverse array of attractions when it opens its doors in 2027. The development underscores the growing trend of major entertainment companies establishing year-round, standalone branded experiences in urban centers, moving beyond traditional large-scale theme park models.
