Plans have been revealed for a massive new horror-themed attraction coming to 700 West Chicago Avenue on the edge of River West. Located across the street from the upcoming Bally’s Casino, the proposal will redevelop the vacant Tribune plant along the riverfront. The project comes from Universal Destinations & Experiences, which operates theme parks around the world.
View of 700 West Chicago Avenue via Google Maps
Rendering of Halsted Landing by Goettsch Partners
The 114,000-square-foot structure was originally set to be demolished for Canadian developer Onni’s Halsted Landing development. Approved by the Plan Commission last year, the four-tower project calls for buildings as tall as 600 feet and includes a total of 2,400 units, a public riverwalk, and commercial space, to be built in multiple phases.
Overlay of Halsted Landing on 700 W Chicago
While it has not yet gained full approval from the city, the $1.1 billion project was scheduled to begin construction in 2029. However, Universal has now announced a long-term lease on the property, with an opening date for the new horror experience set for 2027. According to Crain’s, Onni remains committed to the project and views Universal as a value-add to its long-term plan. There is a possibility construction could happen around it.
Rendering of Universal Horror Unleashed Las Vegas via Universal
Dubbed Universal Horror Unleashed, the massive experience will be the second of its kind in the world, following the Las Vegas location set to open this year. The concept builds on Universal’s famed Halloween Horror Nights event at its two parks, transforming it into a smaller, indoor, year-round attraction. This marks the brand’s first Midwest project, although Universal has roots in Chicago.
Rendering of Universal Horror Unleashed Las Vegas via Universal
Inside, the venue will feature multiple haunted houses and mazes based on popular franchises and Universal’s own intellectual property (IP). It will be staffed with actors tasked with scaring guests, along with themed food and beverage locations, a gift shop, and more. In total, the attraction is expected to employ around 400 people and generate an economic impact of approximately $1 billion.
Disney Quest Chicago, now Room & Board via DisneyWiki
The project echoes the legacy of Disney’s failed DisneyQuest virtual theme park in River North, which lasted just two years after opening in 1999. It also coincides with Universal’s launch of its new Epic Universe theme park in Florida, as well as the announcement of a children-centric park in Frisco, Texas, and a new theme park in the UK.
Epic Universe marketing portals in Chicago via Pioneer Court
Rendering of Universal UK via Universal
Although the cost of the Chicago venue remains unknown, it is expected to receive incentives from the state’s Economic Development tax credit program. This program requires recipients to maintain operations for at least 10 years, meaning the earliest Universal could vacate the site for Halsted Landing would be 2037. Construction is set to begin early next year and finish in 2027.
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Well, that’s certainly disappointing in the face of a housing crisis.
Yeah. Unless developers build on any of the countless OTHER empty parcels in Chicago.
This is bad. Real bad. With all the horror going on in this City, we don’t need to add to it. Horrible decision!
You do realize that there will eventually be 2,400 apartments in Halstead Landing?
Sounds like a pretty good start on that problem.
None of which can be built with this thing in the way until 2037 based on the overlay.
I hope this gets built.
Additionally, it makes my argument for Metra and Amtrak to utilize the currently unused rail lines that are adjacent to this space as a new stop/line with transfers possible at a number of places. Additionally, the line could also connect to the salt shed.
It would be amazing if you could get from the UPN, UPNW, Union Station, and Ogilvie to these destinations. The infrastructure is there; all we would need is a few new stations.
I’m happy to share my ideas with the appropriate groups.
More transit options close to this (and the casino) would be great.
I’m starting to doubt Onni will build anything there or huge lot on former greyhound site. Disappointment
Like the DisneyQuest, I give this 24 months until it closes. Granted Disney might have been a victim of 9/11 security concerns and other fallout, but I do not see River West becoming an “entertainment zone”. If I am right, Halsted Landing could start work on the site by 2030.
Onni should really focus on the work on Goose Island first, like getting that one of four buildings started.
My first reaction was “what the ****, seriously?” But thinking about this pairing with the casino, it’s actually a good signal that there’s real market interest in building Chicago & Halsted into a decent entertainment district beyond just Bally’s. There’s potential for this to be a Clark & Addison-tier area with the right investment.
I just hope they can make it look a little less… tacky than that concept rendering.
great points, couldnt agree more
And don’t forget AIRE baths is at the same intersection.
Ewww.
400 part time low wage jobs instead of 2400 new apartments anr the real estate taxes flowing to the city .
What a disaster .
“generate an economic impact of approximately $1 billion”
What does this mean? Is there a source other than a press release provided by Universal? 2,000 admissions a day x $200 (ticket + food) x 360 days = $144,000,000. Chicago might collect a portion of that as sales tax revenue, and a portion of that will be paid to employees and wholesale suppliers, but most of that money will leave Chicago and go to Universal executives and shareholders. If Universal gets to collect tax money as a TIF kickback, this could be a money loser for Chicago. If they are including hotel stays and restaurant visits outside of this venue, that is money that would have been collected whether this gets built or not.
Hey Jeremy,
The number came from a press release. However, for projects like this it comes from a variety of things like employment, added tourism, suppliers, people going to dinner nearby due to visiting, etc. more of an overall economic impact vs just ticket sales/taxes. A destination like this will definitely attract some visitors that wouldn’t have come before.