Two years after announcing attractions in Texas and Las Vegas, Comcast-owned Universal continues to expand in local markets.
The latest example is a just announced second location for its Universal Horror Unleashed concept, this one in Chicago. The idea is to create a year-round, immersive horror entertainment experience that plays off Universal’s 100-year association with the horror genre and that “goes beyond the theme parks.”
The upcoming venue will be located on Chicago Avenue at the former publishing headquarters of the Chicago Tribune. It’s situated between the River North and West Town districts. This marks Universal’s first branded experience in the Midwest. There was no timeline given on when the attraction might open.
“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, New Ventures, 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’s support as we convert this dormant site into a unique attraction.”
The first iteration of the Horror Unleashed concept is set to open on August 14 at Area15 in Las Vegas. Experiences will include eerie eateries and bone-chilling bar areas. It will deliver what Universal promises is “a new level of experiential entertainment.” In addition, guests can expect “a continuously-updated experience with must see seasonal events and one-of-a-kind merchandise.”
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
In January 2023, Mark Woodbury, Chairman and Chief Executive Officer for Universal Destinations & Experiences said the company’s goals included “broadening our reach to deliver unique concepts for new audiences in new markets.”
Also in 2023, Universal Parks & Resorts announced a property situated in Texas specifically designed to inspire fun for families with young children called Universal Kids Resort. The company promised “a lush green landscape and featuring immersive themed lands” that celebrates “Universal’s iconic brand…and brings to life its beloved characters and stories in ways that will wow even the youngest theme park goers.” That’s set to open in 2026.
There are also the company’s newest Orlando park, Epic Universe, which just opened last month and Universal’s first theme park and resort in Europe — specifically in the UK — slated to open in 2031.
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