Escapology Franchisee Plans Three-Unit Milwaukee Expansion

Escapology franchisee Jerry Benson is expanding the escape room concept across the Milwaukee area as part of a three-unit development agreement, according to Milwaukee Business Journal. Benson, who already operates an Escapology in Lake Delton near Wisconsin Dells, has signed a 10-year lease for a 3,500-square-foot location at Galleria West Shopping Center in Brookfield. The new venue is expected to open in early 2027 and will follow another location planned for Milwaukee’s Historic Third Ward, which is scheduled to open this fall.

The Third Ward and Brookfield locations will each feature eight themed escape rooms, including concepts such as Haunted House, Pirate’s Curse and Murder on the Orient Express. Benson said Galleria West was particularly attractive because of its location, the shopping center’s ongoing revitalization under new ownership and its mix of family-oriented businesses, including Kopp’s Frozen Custard and Bullwinkles. The expansion also reflects a broader shift among shopping centers toward experiential entertainment offerings that can attract visitors beyond traditional retail.

Benson spent 27 years in manufacturing before leaving the industry in 2024. He opened his first Escapology near Wisconsin Dells later that year, and before long he was considering where else the concept might work in Wisconsin. “I didn't realize Milwaukee was such a cool city until I started spending a lot of time there,” Benson said. “We're excited about it.”

With more than 115 locations open, Escapology continues to expand across the country with passionate franchisees like Benson.