Gensler, the world’s largest architecture and design firm, has been selected to craft the design for the forthcoming Universal Studios theme park in Frisco, TX, set to cater specifically to families with young children. The groundbreaking project, estimated at $550 million, will introduce an unprecedented park experience, offering four to five distinct “lands” inspired by Universal Studios’ beloved characters and films. Anticipated features include rides, shows, a 300-room hotel, dining establishments, shops, and other customary amenities found in amusement parks.
While a spokesperson for Gensler refrained from providing official confirmation of their involvement in the Universal theme park, sources closely tied to the venture indicate their pivotal role. The theme park will be an integral component of the expansive Fields development, encompassing over 2,500 acres in Frisco, which encompasses a diverse array of high-end residential units, including single-family homes and apartments, along with notable establishments such as the PGA of America headquarters and the Omni PGA Frisco Resort, complemented by two PGA championship golf courses.
Gensler, which boasts a significant presence in Dallas, has an extensive track record in the realm of theme parks. Notably, the firm recently welcomed Bob Weis, the former head of Disney Imagineering, known for his leadership on global Disney projects. While Weis’s involvement in the Frisco theme park remains uncertain, his addition to Gensler signifies a wealth of expertise in crafting immersive experiences.
Over the years, Gensler has garnered recognition for its high-profile endeavors in North Texas, including Legacy West in Plano, The Star in Frisco, centered around the Dallas Cowboys’ headquarters, and the transformative AT&T Discovery District in Dallas. The Universal theme park in Frisco, granted a special use permit by the City Council, is slated for a June 2026 opening and must adhere to specific requirements to qualify for the approved economic incentives. Universal envisions the park generating substantial economic benefits, including millions in city sales and property tax, as well as significant contributions to hotel occupancy tax. The project is poised to create numerous employment opportunities, spanning from construction roles to operational and leadership positions. Universal Studios and city officials anticipate a substantial influx of visitors, with an estimated 20,000 attendees on weekends and holidays, and approximately 7,500 on average weekdays.
Distinguished by its tailored focus on families with young children, this new Universal concept will deliver an intimate and engaging experience tailored to this demographic. Notably, the park’s design will diverge significantly from Universal’s existing U.S. locations in Orlando and Hollywood, emphasizing a more personalized experience for its target audience. Moreover, careful planning will incorporate lush landscaping and natural sound barriers to mitigate any potential impact on nearby neighborhoods.