Escape Room Chain Plans Milwaukee Area Expansion
Escapology would launch escape rooms in the Historic Third Ward and Brookfield.
231 E. Buffalo St. Photo by Jeramey Jannene.
The news is out. Now it’s your turn to escape.
Escapology, a national immersive entertainment venue, plans to expand by adding two Milwaukee-area locations, one in the Historic Third Ward and one in Brookfield. Franchisee Jerry Benson has signed a lease for 231 E. Buffalo St., the former SITE nightclub, and targets an October opening.
The Third Ward business would be Benson’s second; he brought Escapology to Wisconsin Dells in 2024 after shifting careers to pursue the franchise. Benson has since signed a multiunit agreement to grow the escape room concept in new markets.
“We believe these communities are a perfect fit for immersive, high-quality entertainment experiences,” Benson said in a statement. “Guests can expect beautifully themed escape rooms, exceptional customer service, and unforgettable adventures designed for families, friends, coworkers, and visitors looking for a fun and memorable experience.”
Headquartered in Orlando, Florida, Escapology challenges players to find clues, solve puzzles and complete a mission within a set time limit to escape. The chain has grown to more than 100 locations worldwide since it was founded in 2014.
The experience includes themes ranging from spooky and adventurous to silly and nostalgic, with options such as Haunted House, Crime Scene and A Pirate’s Curse listed on the website. There are also kid-specific experiences.
Curiously, Escapology’s Third Ward location would place it not far from Escape the Room, a similar business with a different owner, located at 222 E. Erie St.
Benson has applied for commercial alteration and sign permits at the building on Buffalo. Prior to SITE, which surrendered its license in 2021, a series of bars operated on the first floor of the five-story structure, including Soho 7, BTW Lounge and Oak Lounge, which opened in 2012 before rebranding as Site 1A in 2016.
Benson, who recently won Escapology’s Brand Ambassador Award, spent nearly three decades in the manufacturing field, working his way up to a lead supervisor role before transitioning to business ownership to “gain more flexibility and control over his career.”
The franchisee has also signed a lease for a 3,500-square-foot space at Galleria West Shopping Center in Brookfield. The multitenant building, 18900 W. Bluemound Rd., houses more than a dozen businesses, including restaurants, retail stores and a dentist’s office.
He aims to open the Brookfield location in early 2027.
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