Philadelphia, Thursday, 9 October 2025.
Universal Destinations & Experiences will open “Universal Theme Parks: The Exhibition” at The Franklin Institute in Philadelphia, opening Saturday. The year‑long immersive showcase pulls back the curtain on design, engineering and operational playbooks behind Universal’s global parks, offering retail and attractions professionals a rare look at ride engineering, IP integration and guest‑flow strategies that directly influence revenue and capacity planning. Beyond consumer engagement, the exhibit functions as strategic brand extension and experiential marketing: it creates cross‑promotional pathways with Universal Orlando Resort — from on‑site hotel benefits to a newly announced Halloween Horror Nights podcast aimed at superfans — and tests demand for traveling or permanent IP‑led experiences. For trade visitors, the show promises actionable insights into monetizing IP outside parks, optimizing seasonal programming rollout, and strengthening institutional partnerships. Attendance should be treated as competitive intelligence: the exhibit is much a learning lab for deployments as it is a public attraction.