NBCUniversal is planning a second year-round horror destination for the Second City.
Universal Destinations & Experiences will open a location of its new concept called Universal Horror Unleashed in Chicago, Illinois, targeting a 2027 debut.
The new location will be located across the street from the forthcoming Bally’s Casino, in a 114,000-square-foot commercial building at 700 W. Chicago Avenue, directly on the river (the building used to be owned by the Chicago Tribune). The company will receive a tax credit from the state of Illinois, which has an estimated value of more than $7.2 million, according to public filings, and is targeting 210 full-time jobs.
The company is planning to open its first Universal Horror Unleashed location in Las Vegas later this year, with experiences based on The Exorcist and The Texas Chainsaw Massacre.
The locations are based on Universal’s successful Halloween Horror Nights in Florida and California, which feature elaborate haunted houses and mazes. The smaller year-round concepts will feature the immersive mazes and scares that visitors to the parks know, as well as food and beverage concepts and retail.
“Universal Horror Unleashed delivers on our promise to create highly immersive and terrifying horror experiences that connect with fans year-round,” says Page Thompson, president of new ventures for Universal Destinations & Experiences. “We’re excited to bring this bold concept to life in Chicago, a city known for its vibrant culture. We’re grateful for the city and state’s support as we convert this dormant site into a unique attraction that showcases our storytelling expertise and ability to deliver mind blowing experiences that shatter guest expectations.”
In addition to Horror Unleashed, Universal plans to open a smaller kids and family-focused theme park in Texas next year, and in May opened its third major theme park in Orlando, Epic Universe. All of the concepts speak to a significant investment in experiential entertainment for the company.
“We’re thrilled to welcome Universal Horror Unleashed to the City of Chicago,” said Chicago Mayor Brandon Johnson in a statement. “This is exactly the kind of creative, high-impact investment we’re working to attract—one that brings new life to a vacant site, creates hundreds of jobs, and cements Chicago as a must-visit destination for entertainment tourism.”
“Universal’s decision to make such a significant investment in Illinois is a testament to the state’s unmatched entertainment sector, renowned workforce and strong infrastructure,” added Illinois Governor JB Pritzker. “Universal choosing Illinois didn’t happen by accident – we were proud to support this project through our EDGE incentive program, which has helped fortify a positive business climate that draws world-class companies to the state. I look forward to seeing this iconic brand come to life along the Chicago River as it creates hundreds of jobs and generates more than $1 billion in economic impact.”
