Universal Destinations & Experiences, part of Comcast NBCUniversal, is bringing its hit horror attraction, “Horror Unleashed,” to Chicago for the first time. It’s their first step into the Midwest and the second location after Las Vegas. The new venue which will open in 2027 is expected to bring about 1 billion dollars into the city’s economy and create hundreds of permanent jobs turning the unused site into a top entertainment hotspot.
JUST ANNOUNCED: We’re expanding our universe to the Midwest with a brand-new location of Universal Horror Unleashed in Chicago, Illinois — our first destination in the region. Get ready, Chicago! More details coming soon. pic.twitter.com/R0iUVLy3Ce
— Universal Orlando Resort (@UniversalORL) June 26, 2025
Universal’s Midwest Debut: Details and Economic Impact
The new “Universal Horror Unleashed” attraction is moving into the old Tribune Distribution Center at 700 W. Chicago Avenue, right across from where the Bally’s Casino is being built. Sitting right between River North and West Town, this spot will soon become a full-time, indoor horror experience, packed with creepy mazes, themed bars and restaurants, unique food and drinks, and a retail store offering exclusive gear.
Chicago Mayor Brandon Johnson shared his excitement about the project, saying, “This venue will not only drive growth by attracting new visitors to our community, but it will also generate 400 permanent jobs for residents, ultimately boosting our local economy.” The project is likely to get state tax breaks under Illinois’ EDGE program, which helps bring in jobs and investments to the area.
Universal is moving into Chicago, which shows they have bigger plans for the whole region. “Universal Horror Unleashed delivers on our promise to create highly immersive and terrifying horror experiences that connect with fans year-round,” said Page Thompson, President of New Ventures at Universal Destinations & Experiences. He added, “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’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.”
What to Expect: Year-Round Chills and Iconic Monsters
Universal, known for its 100 years of horror films, is bringing that same scary vibe to Chicago, just like its Las Vegas location, with year-round fear on the menu. Visitors will walk through haunted houses that feel like movie sets, featuring old-school monsters like Frankenstein’s monster, Dracula, and the Mummy, plus newer horror favorites like The Exorcist and The Texas Chainsaw Massacre.
Themed bars and restaurants will serve unique cocktails and special snacks, while the shops will sell exclusive merchandise you can only find at this venue.
Universal’s first “Horror Unleashed” in Las Vegas is set to open in August 2025, and it will offer changing experiences with seasonal events and exclusive content. Chicago’s location will stick to the same setup, so horror fans can keep coming back and getting thrilled again and again.
Universal’s Broader Strategy: Reaching New Audiences
Universal says its big Chicago plan is part of a bold push to reach more people and bring fresh entertainment ideas to new places. The company is expanding at the same time by opening Universal Epic Universe in Orlando, a Universal Kids Resort in Frisco, Texas, which is set to open in 2026, and its first UK theme park in 2031. Experts say Universal’s decision to move into Chicago is a pretty big milestone.
“Expanding the Universal Horror Unleashed brand is a key part of Universal’s wider growth strategy to reach new audiences in new markets through new and original concepts,” the company said in a press release.
Mayor Johnson echoed the city’s enthusiasm, saying, “This project will also enhance and rejuvenate a vibrant neighborhood. I am confident fans of the genre will flock to our city for these unforgettable experiences.”
