Universal Destinations & Experiences, the themed entertainment division of Comcast NBCUniversal, has announced the expansion of its immersive horror experience, Universal Horror Unleashed, with a new location set to open in Chicago. This development marks the second venue for the year-round horror attraction, chosen for the city’s large population and its status as a leading destination for tourism and entertainment.
The new indoor venue will be located on Chicago Avenue at the former Tribune Distribution Center, strategically positioned between the River North and West Town districts. This initiative represents Universal’s first branded experience in the Midwest, aligning with the company’s broader growth strategy to reach new audiences through innovative concepts.
Strategic Expansion and Market Reach
Expanding the Universal Horror Unleashed brand is a pivotal part of Universal’s strategy to penetrate new markets with original entertainment offerings. The Chicago venue promises to deliver an immersive horror-centric experience that extends beyond traditional theme parks. According to Page Thompson, President of New Ventures at Universal Destinations & Experiences, the attraction will leverage Universal’s expertise in the horror genre to create a unique and terrifying environment.
“Universal Horror Unleashed delivers on our promise to create highly immersive and terrifying horror experiences that connect with fans year-round,” said Page Thompson. “We’re excited to bring this bold concept to life in Chicago, a city known for its vibrant culture.”
The venue will not only offer spine-chilling thrills and terrifying environments but also themed food and beverage options, including craft cocktails and bites. Additionally, a retail location will feature unique collectible merchandise, enhancing the overall guest experience.
Context and Broader Developments
This announcement follows several key developments for Universal Destinations & Experiences. Earlier this year, the company inaugurated Universal Epic Universe in Orlando. Furthermore, the first Universal Horror Unleashed location in Las Vegas is set to open on August 14, 2025, with tickets already available for purchase. The company is also planning to launch Universal Kids Resort in Frisco, Texas, in 2026 and a new theme park and resort in the United Kingdom by 2031, marking Universal’s first foray into Europe.
The first Universal Horror Unleashed location was announced in January 2023, highlighting the company’s commitment to expanding its entertainment footprint.
Implications for Chicago and the Entertainment Industry
The decision to open a Universal Horror Unleashed venue in Chicago underscores the city’s appeal as a hub for entertainment and tourism. This move is expected to boost local tourism and create new job opportunities, contributing to the city’s economic growth. Experts believe that the introduction of such a unique attraction could set a precedent for similar ventures in other major cities.
Meanwhile, the expansion of Universal Horror Unleashed reflects a growing trend in the entertainment industry towards year-round, immersive experiences that cater to niche audiences. This approach allows companies like Universal to capitalize on their storytelling prowess and cater to fans seeking more personalized and engaging entertainment options.
Looking Ahead
As Universal Destinations & Experiences continues to expand its portfolio, the Chicago venue will serve as a critical testbed for the company’s ability to adapt its offerings to diverse markets. The success of this venture could pave the way for further expansions and innovations in the themed entertainment sector.
With the opening of the Chicago location, Universal Horror Unleashed is poised to become a staple in the city’s entertainment landscape, offering residents and tourists alike a chance to experience the thrills and chills that only Universal can deliver.