Universal Studios plans a child-focused theme park in Frisco

Frisco, Texas - Universal Studios is reportedly initiating a novel venture - a $550 million child-focused theme park in northwest Frisco.

This ambitious project is to be designed by the prominent architecture firm, Gensler, though no official confirmation has been received as of yet, according to Dallas Metro News.

The forthcoming theme park, yet to be named, is a novel initiative by Universal Studios. The park is envisioned to comprise four to five unique "lands", each celebrating Universal Studios' iconic characters and film universes.

Indications from Universal suggest that the park would offer a diverse range of attractions - from thrilling rides and immersive shows to a high-end 300-room hotel, quality eateries, retail spaces, and more, aligning with top-tier amusement parks.

Despite the anticipation of Gensler's involvement, official spokespersons have maintained a noncommittal attitude. Attempts to confirm the news from a Gensler representative and the Universal Destinations & Experiences corporate communications team have not been met with any response. However, multiple credible sources continue to suggest Gensler's probable involvement in this endeavor.

The theme park is expected to be a vibrant element of the expansive Fields development project in Frisco, which spans over 2,500 acres and includes a plethora of facilities. The Fields development already includes Gensler as the executive architect for Fields West, an upscale urban sector at its heart. This segment comprises a comprehensive urban environment with significant spaces allocated for retail, dining, entertainment, office, and residential uses.

Gensler's Dallas office has significant experience with theme parks. In an interesting turn of events, Bob Weis, the previous president of Walt Disney Imagineering, has joined Gensler as its global leader for immersive experience design. Whether Weis’s creative genius will be employed for the developing theme park project in Frisco is yet to be determined.

Gensler has left significant architectural marks in North Texas through its involvement in high-profile projects such as the Legacy West in Plano, The Star in Frisco, and the transformation of AT&T's global headquarters in Dallas into the AT&T Discovery District.

In March, the Frisco City Council approved the special use permit necessary for the Universal theme park. The park, along with its proposed 300-room hotel, must be operational by June 2026 to qualify for the economic incentive scheme approved by the City Council.

Initial plans suggest a potential expansion for the on-site hotel, with the capacity expected to double to 600 rooms shortly after the theme park begins operations.

An economic impact analysis anticipates that the park could generate substantial revenues from city sales and property tax, supplemented by the hotel occupancy tax, within its first decade. The park is also expected to create "several thousand" job opportunities.

Universal Studios and city officials anticipate that the park will attract significant visitor numbers, with estimates reaching up to 20,000 visitors during weekends and holidays, and approximately 7,500 individuals on average weekdays.

This unique venture by Universal Studios aims to provide an immersive and engaging experience for families with young children. The park intends to offer an experience distinct from Universal’s existing American theme parks in Orlando and Hollywood. It's thoughtfully designed to cater to its targeted demographic and mitigate the impact on neighboring residential areas.