Universal Destinations & Experiences is bringing an immersive horror attraction across the street from the Bally’s casino campus already under construction along the Chicago River, a plot twist for the site where Canadian developer Onni Group eventually hopes to build more than 2,400 apartments.
The themed entertainment division of Comcast NBCUniversal on Thursday announced plans for a tourist attraction called Universal Horror Unleashed in the 120,000-square-foot, former Chicago Tribune newspaper distribution warehouse at 700 W. Chicago Ave.
The venue is expected to open in 2027, creating more than 400 permanent jobs and bringing an economic impact of more than $1 billion, according to a statement from Universal Destinations & Experiences, the city of Chicago and the state of Illinois.
The project marks Universal's first in the Midwest and adds to the company’s pipeline of U.S. experiences. That includes the recent opening of Universal Epic Universe in Orlando, Florida, a Universal Horror Unleashed in Las Vegas that is expected to open in August and the launch of Universal Kids Resort in Frisco, Texas, next year. Universal is also planning a theme park and resort in the U.K. Other film-and-TV-programming companies such as Netflix are also investing in immersive experiences, with the first two locations of Netflix House expected to open in Philadelphia and Dallas later this year in former department stores at malls.
Universal's Chicago project in the River West neighborhood is directly across the street from the 30-acre Bally’s campus that is under construction on the Chicago Tribune’s former Freedom Center printing facility site.
“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 of new ventures for Universal Destinations & Experiences, in the statement. “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 and state’s support as we convert this dormant site into a unique attraction that showcases our storytelling expertise and ability to deliver mind blowing experiences that shatter guest expectations.”
The long-vacant warehouse at 700 W. Chicago is owned by Vancouver-based developer Onni Group that in recent months has been pushing to secure zoning approval to build 2,451 residential units in towers as tall as 650 feet on the 7.1-acre site.
That project is envisioned just across the river from a 2,650-unit apartment project that Onni already has in the works on the site of a former Greyhound bus maintenance facility on the southern tip of Goose Island.
Onni’s efforts to gain final approval for the 700 W. Chicago site from Chicago’s City Council have been stalled for about a year amid pushback from the Service Employees International Union Local 1, a union representing works such as janitors, security officers and door staff, Crain’s Chicago Business reported in April. The publication said the union was seeking an agreement from the developer to not interfere with the union’s attempts to organize workers at its residential buildings.
The city council’s zoning committee took no action on Onni’s planned $1.1 billion project in May, the Chicago Tribune reported, saying that the Canadian developer had agreed to the union’s demands for a neutrality agreement but had pushed back on providing names and contact information of employees.
In an emailed statement to CoStar News, Onni Group Chief of Staff Duncan Wlodarczak said the firm plans to continue pursuing long-term plans for the high-rise development on the site north of the Loop business district.
The statement did not say how long Universal's lease runs, but it described the lease as "a complementary step that supports the overall trajectory of the project," which Onni said will create 490 affordable units and nearly 1,400 full-time construction jobs.
"This strategic lease aligns with Onni’s broader development timeline and reflects the company’s ongoing commitment to delivering a transformative, long-term vision for the site," Wlodarczak wrote. "While the lease provides interim utility and activation of the space, we continue to actively advance its entitlement process. Onni remains fully committed to securing the necessary approvals to realize its comprehensive redevelopment plans. These plans are designed to bring lasting economic and social value to the community, while also delivering much needed housing to the city of Chicago."
Onni bought the Chicago Avenue building for $45.25 million in 2022.
The massive Goose Island project could take a decade or more to build, and it's possible that Onni could wait until that project is completed before starting multifamily construction on the nearby 700 W. Chicago site.
Universal will lease the entire building and is set to receive state tax incentives for as long as 10 years if certain conditions are met, including creating at least 210 full-time jobs, according to a state Economic Development for a Growing Economy (EDGE) agreement.
“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,” Illinois Gov. JB Pritzker said in the 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. I look forward to seeing this iconic brand come to life along the Chicago River as it creates hundreds of jobs and generates more than $1 billion in economic impact.”
Universal Horror Unleashed in Chicago will include entertainers dressed in scary costumes, mazes, themed bars, food and exclusive merchandise.
“The year-round concept will deliver immersive, horror-centric entertainment that goes beyond the theme parks, bringing spine-chilling thrills, terrifying environments, and unforgettable scares to guests,” Universal said in a statement.
Construction is expected to begin in early 2026 after design is finalized and permits are obtained.
“This is exactly the kind of creative, high-impact investment we’re working to attract — one that brings new life to a vacant site, creates hundreds of jobs, and cements Chicago as a must-visit destination for entertainment tourism,” Chicago Mayor Brandon Johnson said in the statement.