CHICAGO — Universal Studios is set to bring its first-ever Midwest attraction to Chicago’s River West neighborhood — a permanent, immersive horror-themed experience called Universal Horror Unleashed, city officials announced Thursday.
The attraction will open at 700 W. Chicago Ave., inside a currently vacant building directly across from the site of the upcoming Bally’s Casino. The space was once considered for the casino itself but will now become a year-round destination for fans of horror films and immersive entertainment.
‘Terrifying Mazes,’ Monsters, and Horror-Themed Bars
Scheduled to open in 2027, Universal Horror Unleashed will feature:
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Film-quality haunted mazes
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Horror-themed bars and food
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Exclusive merchandise
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And a promise of “fear all year”
The concept is modeled after a similar venue opening this summer in Las Vegas, where guests will walk through attractions inspired by classic Universal monsters like Frankenstein, Dracula, The Mummy, and horror hits like The Exorcist and Texas Chainsaw Massacre.
“Chicago is the perfect city for a world-class horror destination,” said Page Thompson, president of new ventures for Universal Destinations & Experiences.
$1 Billion in Economic Impact Projected
Mayor Brandon Johnson said the project could generate more than $1 billion in economic activity and create 400 permanent jobs.
“This development will uplift and revitalize the dynamic neighborhood surrounding it,” Johnson said, calling the project a “huge win” for Chicago’s entertainment economy.
Construction is expected to begin in early 2026, pending finalized design and permits. The company will receive support through Illinois’ EDGE tax incentive program, though the exact amount of state assistance has not been disclosed.
Ties to Chicago’s Expanding Entertainment Scene
Universal’s decision follows a wave of high-profile entertainment investments across the city, including:
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The Harry Potter Experience on Michigan Avenue
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The proposed $650 million Chicago Fire FC stadium in The 78
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An expanded 360 Chicago Observation Deck
Across the street, Bally’s is currently developing a $1.7 billion permanent casino on the former site of the Chicago Tribune printing plant, which will include gaming, hotel towers, restaurants, a public park, and a 3,000-seat venue.
What Else Is Coming to the Area?
The building at 700 W. Chicago Ave. is also part of Halsted Landing, a larger development by Onni Group that includes:
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2,451 residential units
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280 hotel rooms
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2 acres of public space
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A proposed riverwalk connecting to Halsted Pointe
The Halsted Landing plan is currently stalled in City Council’s zoning committee amid a dispute with organized labor, but if approved, it would expand River West’s footprint significantly alongside Universal’s new venue.
Are you excited for a permanent horror-themed attraction in Chicago? Tell us what you’d like to see inside Universal Horror Unleashed at ChicagoSuburbanFamily.com.
