HAUNTED ATTRACTIONSBy Katherine Khorey

WHAT’S A HAUNTED ATTRACTION?

“…a form of entertainment that simulates the experience of entering a haunted location…Haunted attractions can take place in many locations, including temporarily constructed simulated "haunted houses" or actual abandoned homes, corn mazes…wooded areas or forests, abandoned asylums, defunct or old prisons, abandoned or active amusement parks, ships or boats, abandoned factories, shopping malls, and parks…”

-Wikipedia

WHAT’S A HAUNTED ATTRACTION?

“Haunted attractions (known as "haunts" or "mazes" in the industry) use effects like intense lighting (strobe lights, black lights), animatronics, CGI, scent dispensers, fog machines, air blasters, antiques, gory images, and intense scenes of terror, torment, crime, mischief, or comedy.Visitors often come in contact with actors dressed up in elaborate and scary costumes, masks, and prosthetics; they perform skits or hide and jump out unexpectedly to scare, shock, disturb, or amuse the customer…”

-Wikipedia

HAUNTS I: THE BEGINNING

Ancient Times & BeyondDark mazes and live performances explore death, faith, and morality

1915, EnglandFairground builders Orton & Spooner

create first known modern-style haunt. Amusement park “dark rides” develop

through the century

1930s, USAHomemade Halloween

experiences keep children and teens out of trouble

The tradition could not exist without Halloween; Halloween would not be the same without it.

Smithsonian Magazine 2016

HAUNTS II: THE RISE

1969, CaliforniaDisneyland’s Haunted Mansion brings the big scare concept to

the US

1960s-1970s, USACommunity organizations start yearly

haunted houses to raise funds. Amusement parks launch haunted

events.

1970s-1980s, USACommercial haunts leverage craze for horror and slasher films

Today we can identify and describe this…economic offering because consumers unquestionably desire experiences, and more businesses are responding by explicitly designing and promoting them.

Harvard Business Review, 1998

HAUNTS III: THEY’RE HERE

1990s-2000sHaunts compete for scares and

audiences as industry flourishes and grows

TodayMore attractions open every year.

Legacy haunts have long-time followings and “fan favorite”

characters

HAUNTS IV: OVERRUN

• Average haunts take 8,000 patrons per season.• Largest attractions take up 35,000

• “$1 billion in annual revenue…is generated by some 3,500 haunted houses, hayrides and mazes.” –NBC Bay Area, 2014

The original haunted houses had black walls and dark corridors with actors roaming around in bloody t-shirts chasing you with chainsaws. 

Today’s haunts create new ways to use technology to WOW their customers into

believing they’re the victims of a live action Hollywood movie.

Haunted House Association, 2012

THE HAUNTS VS. THE INTERNET

Streaming Entertainment

• Why leave home, wait in line, and spend $$$?

Digital Content

• Patrons today are harder to scare

Short Season, Crowded Market

• Smaller attractions can’t compete, frequently fail

TODAY’S TRENDS

• Experiences are…• Technology Driven • Venue Driven • Personalized• Extreme • Interactive • Extra Seasonal• Non-Scary

According to the industry group for scares, the Haunted Attraction Association (HAA), virtual reality, interactivity, and blackout experiences – indoors and out – are the top trends.

Forbes 2016

TOMORROW’S SOLUTIONSDrive

Current Audiences

Technology

Personalization

Grow New Audiences

“Off-season”

Immersive, Not Scary

The room is meant to challenge not frustrate or scare you. Don't worry, you will not see any monsters or zombies.

-FAQ for ‘escape room’ launched by established haunt team