Universal Horror Unleashed to Open in Chicago by 2027
Universal Destinations & Experiences, a division of Comcast NBCUniversal, has unveiled plans
to open a second location of its Universal Horror Unleashed attraction — this time in Chicago. It
will be the company’s first branded experience in the Midwest and part of a larger push to
expand into new markets through original, immersive entertainment concepts.
Set to open in 2027, the attraction will be housed at 700 W. Chicago Avenue, directly across
from Bally’s Casino. A 114,000-square-foot commercial building will be transformed into a
permanent horror-themed venue featuring immersive mazes, themed bars, food and beverage
outlets, and retail space offering exclusive merchandise.
According to World Business Chicago, the project is expected to generate over $1 billion in
economic impact for the city and create more than 400 permanent jobs across hospitality, retail,
and operations.
Mayor Brandon Johnson expressed strong support for the announcement: “We’re thrilled to
welcome Universal Horror Unleashed to the City of Chicago,” he said. Governor JB Pritzker also
welcomed the move, calling it a strategic investment: “Universal’s decision to make such a
significant investment in Illinois is a testament to the state’s unmatched entertainment sector.”
The project will benefit from state-level incentives through Illinois’ Economic Development for
a Growing Economy (EDGE) program, which supports major business investments in the state.
This expansion aligns with Universal’s broader global strategy. Recent developments include
Universal Epic Universe, an upcoming theme park in Orlando, and the Universal Kids Resort
currently planned for Frisco, Texas.
Page Thompson, President of New Ventures at Universal Destinations & Experiences,
emphasized the company’s vision: “Universal Horror Unleashed delivers on our promise to
create highly immersive and terrifying horror experiences that connect with fans year-round.”
Phil Clement, CEO of World Business Chicago, added: “Universal’s decision to build in
Chicago reflects what more and more companies are recognizing: this is the best big city in the
U.S.”
Construction is set to begin in early 2026, once design and permitting are finalized.
