{"id":2604392,"date":"2025-07-31T10:41:25","date_gmt":"2025-07-31T15:41:25","guid":{"rendered":"https:\/\/worldbusinesschicago.com\/?p=2604392"},"modified":"2025-07-31T10:42:35","modified_gmt":"2025-07-31T15:42:35","slug":"chicago-lands-100m-year-round-entertainment-destination","status":"publish","type":"post","link":"https:\/\/worldbusinesschicago.com\/chicago-lands-100m-year-round-entertainment-destination\/","title":{"rendered":"Chicago Lands $100M Year-Round Entertainment Destination"},"content":{"rendered":"

This week marks a major Pro\u2011Chicago<\/em><\/strong> win\u2014and a blueprint moment for experiential placemaking in our city.<\/p>\n

Universal Destinations & Experiences<\/a>\u2014 the themed entertainment arm of Comcast<\/a> NBCUniversal<\/a>\u2014 has chosen Chicago as the second home for its year-round immersive horror experience, Universal Horror Unleashed.<\/strong><\/p>\n

The project will repurpose a 114,000\u2011sq\u2011ft, long\u2011vacant site at 700\u202fW. Chicago Ave (opposite the new Bally\u2019s Casino), creating a world-class venue expected to open in 2027, employ 400+ permanent staff, and generate approximately $100\u202fmillion in annual economic activity.<\/p>\n

World Business Chicago expects this to generate more than $1 billion in economic impact for the city over 10 years.<\/p><\/blockquote>\n

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John McReynolds, Fawn Smith, Page Thompson (Universal\/Comcast), Rebecca Motley, Kyle Schulz, Phil Clement (WBC), and DPD Commissioner Ciere Boatright (City of Chicago).<\/figcaption><\/figure>\n<\/div>\n

According to Cushman & Wakefield\u2019s The Rise of the Experiential Economy<\/em><\/strong><\/a>, \u201canchor institutions such as museums, \u2026 though only 1.2\u202f% of real estate inventory in walkable urban places, drive an impressive 25\u202f% of all foot traffic.”<\/p>\n

That\u2019s the power of \u201cPlay\u201d in the Live\u2011Work\u2011Play model\u2014cultural and entertainment uses trigger outsized economic vitality. The report also notes that optimizing \u201cPlay\u201d space in downtowns boosts GDP, foot traffic, and real estate valuations\u2014key components of a resilient urban core.<\/p>\n

\u201cExperience is today’s currency.\u201d<\/p><\/blockquote>\n

Universal\u2019s investment exemplifies this concept: it activates idle real estate<\/strong>, enhances the urban experience<\/strong>, creates jobs<\/strong>, and adds to the growing chorus of developments that are cementing Chicago\u2019s status as a premier place to live, work, and play<\/strong>.<\/p>\n

WBC\u2019s role: Concierge-led, catalytic delivery<\/h3>\n

World Business Chicago\u2019s engagement with Universal began in October 2024, when our Business Development team, led by Chief Growth Officer Kyle T. Schulz<\/a> and Vice President of Economic Development Rebecca Motley<\/a>, identified the opportunity as a catalytic fit for the city\u2019s experiential economy and downtown revitalization goals.<\/p>\n

From that moment forward, WBC deployed its full-service, cross-sector concierge approach\u2014activating relationships across the Department of Planning and Development and Ciere Boatright<\/a>, CDOT, the Mayor\u2019s Office, the Department of Water Management, DCEO, and 27th Ward Alderman walter burnett<\/a> and 42nd Ward Alderman Brendan Reilly\u2014to navigate critical infrastructure, permitting, and site readiness hurdles.<\/p>\n

World Business Chicago facilitated dozens of meetings and convenings\u2014sometimes with just hours’ notice\u2014bringing together city and state partners to problem-solve in real time. This collaborative model is core to how WBC delivers results: anticipating roadblocks, accelerating approvals, and ensuring companies like Universal can meet aggressive timelines. Every milestone moved this landmark project closer to realization\u2014unlocking an estimated $100 million annually in economic activity for the River West neighborhood and the broader city.<\/p>\n

\u201cThis wasn\u2019t a project that just came together on its own\u2014it required hard work, trust, and true partnership. The City of Chicago, World Business Chicago, and the State of Illinois stepped up in every way, navigating major challenges and demonstrating what it means to collaborate for impact. This moment belongs as much to them as it does to us.\u201d \u2014 John McReynolds<\/a> , Senior Vice President, Universal Destinations & Experiences.<\/p><\/blockquote>\n

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Phil Clement (holding the Frankenstein mask), Page Thompson, and 27th Ward Alderman & Vice Mayor Walter Burnett (holding The Mummy mask).<\/figcaption><\/figure>\n<\/div>\n

\u201cUniversal\u2019s decision to build in Chicago reflects what more and more companies are recognizing: this is the best big city in the U.S. for access to customers, talent, and opportunity,\u201d said Phil Clement<\/strong><\/a>, President & CEO, World Business Chicago<\/strong><\/a>.<\/p><\/blockquote>\n

Big wins for Chicago: Culture, community, and capital<\/h3>\n

Mayor Brandon Johnson<\/a> celebrated the project as \u201cexactly the kind of creative, high\u2011impact investment \u2026 that brings new life to a vacant site, creates hundreds of jobs, and cements Chicago as a must\u2011visit destination for entertainment tourism.\u201d<\/p>\n

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The Big Picture: Chicago Is Defining the Future of Experiential Placemaking<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/figure>\n<\/div>\n

Cities across the country\u2014Las Vegas, Detroit, Atlanta, Kansas City\u2014are investing in immersive entertainment to anchor emerging experiential corridors and cultural districts. This national momentum reflects a broader shift toward experience-driven placemaking, and Chicago has a prime opportunity not just to join the trend\u2014but to define it.<\/p>\n

Let\u2019s be clear: those other cities are NOT Chicago.<\/strong><\/p>\n

What sets Chicago apart is its standing as a global hub for culture, entertainment, and business\u2014backed by an unrivaled combination of density, diversity, and creative energy.<\/p>\n

We don\u2019t have to manufacture street life or curate credibility. From deep-rooted music traditions and world-class architecture to an economy built on innovation and access, Chicago\u2019s vibrancy is real, generational, and already in motion.<\/strong><\/p>\n

This isn\u2019t about catching up. It\u2019s about continuing to lead.<\/h3>\n

Universal\u2019s decision to bring Horror Unleashed<\/strong> to Chicago’s River West community is more than a one-off attraction\u2014it\u2019s part of a larger movement positioning Chicago as the<\/em> national model for experience-driven economic development.<\/p>\n

Look at what other immersive experiential developments are currently unfolding:<\/p>\n