CHICAGO – NBCUniversal has announced plans to open a horror-themed attraction across from Bally’s Casino, marking its first entertainment venue in the Midwest. The announcement was made Thursday afternoon by Mayor Brandon Johnson, who highlighted the project’s potential to revitalize the area.
Breaking: Universal Horror Unleashed Set for 2027
The “year-round immersive horror experience,” named Universal Horror Unleashed, will occupy a 114,000-square-foot building at 700 W. Chicago Ave. City officials confirmed the venue is expected to open in 2027, supported by tax credits from a state program.
Immediate Impact
Mayor Johnson emphasized the venue’s economic benefits, stating, “This venue will not only bring growth with new visitors to this community, but it will also create 400 — 400 — permanent jobs for Chicagoans, which ultimately grows our local economy.”
“I’m very excited about this announcement, and I have no doubt that fans of this genre will flock to our city for these memorable experiences.” — Mayor Brandon Johnson
Key Details Emerge
Johnson’s office revealed the project will feature haunted mazes, themed bars and restaurants, alongside a shopping area with branded merchandise. Construction is slated to begin early next year.
The Illinois Economic Development for a Growing Economy program will provide tax credits based on job creation and investment, with potential credits covering up to 75% of income tax withholdings for projects in underserved areas.
Industry Response
Governor JB Pritzker praised Universal’s investment, stating, “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.”
“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.” — Gov. JB Pritzker
By the Numbers
- Total estimated tax credit value: $7.2 million
- Projected permanent jobs: 400+
- Opening date: 2027
What Comes Next
Page Thompson, president of New Ventures at Universal Destinations & Experiences, assured that the attraction will be “deeply connected to this city and to our riverfront location” and will provide “bone-chilling scares.”
“It’s all fear all year, because horror isn’t just for Halloween,” Thompson said. “Chicago is a great location. It’s one of the biggest cities in the United States, obviously the third-largest tourism market in the country, and we’ve done some research and found that Chicago has pretty high affinity for horror concepts.”
Background Context
The announcement follows the first Universal Horror Unleashed opening in Las Vegas this August. Meanwhile, Bally’s won a competition to build Chicago’s first casino on the 30-acre Tribune Publishing site in River West, with a $1.7 billion proposal that includes various entertainment facilities.
Regional Implications
The timing is particularly significant as Bally’s Chicago casino complex is scheduled to open in September 2026, following the demolition of the Freedom Center earlier this year. This new attraction is set to complement the burgeoning entertainment landscape in the area.
As the project unfolds, Chicagoans and horror enthusiasts alike can anticipate a new venue that promises to be a year-round destination for thrill-seekers.
