Universal plans ‘horror experience' near Chicago casino

Chicago Tribune

2 days ago

NBCUniversal will open a horror-themed attraction across from Bally's Casino, Mayor Brandon Johnson announced Thursday afternoon in what would be the brand's first entertainment venue in the Midwest.
The 'year-round immersive horror experience' will be titled Universal Horror Unleashed and sit in the vacant 114,000-square-foot building at 700 W. Chicago Ave., according to city officials. It is slated to open in 2027 and will receive tax credits from a state program.
Johnson cast the development as one that 'will also uplift and revitalize a dynamic neighborhood.'
'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,' Johnson told reporters. '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.'
Johnson's office said the project will offer haunted mazes, themed bars and restaurants as well as a shopping space with special branded merchandise, with construction scheduled to start early next year.
The agreement includes incentives from the state's Economic Development for a Growing Economy, which grants annual corporate tax credits to businesses who decide to locate in Illinois. Qualifications depend on job creation and dollars invested, with the credit equal to half of the income tax withholdings of the new employees, or 75% if the project is located in an 'underserved area' in the census tract. More credits are available for covering training costs.
City officials said the horror venue is expected to create more than 400 permanent jobs, but deferred questions on its tax incentives to the state. A spokesperson for the Illinois Department of Commerce and Economic Opportunity did not immediately respond to request for comment.
'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,' Gov. JB Pritzker said in a statement. '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.'
The project's announcement follows the first Universal Horror Unleashed opening in Las Vegas this August.
Page Thompson, president of New Ventures at Universal Destinations & Experiences, said the project will be one that is 'deeply connected to this city and to our riverfront location' — and also 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.'
In 2022, Rhode Island-based Bally's won a heated competition to build Chicago's first casino on the 30-acre Tribune Publishing printing plant site in River West. The $1.7 billion proposal includes an exhibition hall, a 500-room hotel, a 3,000-seat theater, 10 restaurants and 4,000 gaming positions, making it the largest casino in the state.
Earlier this year, Bally's demolished the 43-year-old Freedom Center to begin making way for the casino complex, which is slated to open in September 2026. Bally's Chicago launched a temporary casino at Medinah Temple in September.