Introduction
Held annually at TransWorld’s Halloween & Attractions Show, the State of the Industry Seminar brings together HAA board members, haunt owners, operators, and vendors for a candid look at the past season and the challenges ahead. Moderated by newly seated President Jim Werner (PennHurst Asylum) and outgoing President Spencer Terry (Fear Factory), this year’s discussion focused heavily on the insurance crisis, the future of CHAOS safety training, and expanding resources (including AI) to help members. The 2025 State of the Industry Presentation was held February 28, 2025, at 10 am in room 231.
“We are in an amazing place, and the Haunted Attraction Association is in an incredible place...”
Listen to The Full State of the Industry
Listen to the full recording using the player above or here.
Table of Contents
Haunted Attraction Association Updates
Award-Winning Haunts Program
Jim Werner and the HAA Board introduced an updated recognition system, now called the Award-Winning Haunts Program. This initiative replaces the former “Top Haunts” with three distinct tiers—Platinum, Gold, and Silver—each marking a different stage in a haunt’s growth and achievement:
- Platinum: Iconic Haunted Attractions
- Must be an active HAA member
- 10 or more years of operation
- Typically achieves 10,000+ in annual attendance
- Gold: Top Haunted Attractions
- Must be an active HAA member
- 5 or more years of operation
- Usually draws 5,000–10,000 attendees per year
- Silver: New Haunted Attractions
- Must be an active HAA member
- At least 2 years of operation
- Attendance of roughly 3,000+ annually
This tiered approach ensures haunts are recognized for their accomplishments while reflecting varying experience levels and attendance sizes. From newer attractions to long-standing industry icons, the Award-Winning Haunts Program offers marketing support, community visibility, and motivation for operators to keep pushing boundaries. The revised structure also clarifies requirements, making it easier for members to see exactly how to qualify and progress through the ranks.
As Vice President Kevin Donovan (Everhaunt) explained, “We expanded our awards program […] so it’s not just a club for the folks at the top,” ensuring broader participation.
CHAOS Safety Program
- Recertify Online: Recertification (every three years) can now be done entirely online.
- Online Modules: Up to 2 hours for your primary certification can be completed online.
- 2025 Regional Certification: This year, a regional certification will be offered with the Legendary Haunt Tour in Salt Lake City.
- Future Regional Workshops: The board is designing regional workshops to make it easier for members who cannot bring the full team to Transworld.
- Future Hayride Safety Course: A two-hour hayride safety certification is in development to address a spike in hayride-related incidents.
Haunted Attraction Insurance Crisis
The Insurance Crisis
Over the past year, several haunted attractions lost their insurance coverage through no fault, prompting the Haunted Attraction Association (HAA) to investigate. President Jim Werner described the situation as “a real insurance crisis” for the industry, explaining that “people see our industry as a quick payout […] but a safety-minded haunt is statistically safer than going to the grocery store. We just look like an easy target.” While the terrifying themes of haunt entertainment make it seem high-risk, professionals know how rigorously these attractions adhere to safety standards. The HAA is exploring a sponsored member insurance program to counteract these unfair perceptions and help haunts secure stable coverage. If successful, members meeting defined criteria could access more consistent, long-term policies tailored to haunt operations. Though still in its early stages, the Association welcomes community feedback to refine this crucial initiative.
“People see our industry as a quick payout [...] but a safety-minded haunt is statistically safer than going to the grocery store. We just look like an easy target.”
Q&A Highlights
After official updates, the HAA Board opened the floor to both prepared and spontaneous questions.
Free Legal Consult
- Question: How can members use the free legal benefit?
- Answer: Members are entitled to a 30-minute free legal consult; simply ask the board.
Hayride Safety
- Responding to recent incidents nationwide, the HAA is creating a two-hour hayride safety certification course available online this year. Based on best practices and existing agricultural standards, this new program will provide operators with structured guidelines for safely managing hayrides and reducing liability.
2024 Challenges
- Jim mentioned haunts nationwide struggling due to weather and from the election year. Election years make marketing more expensive since elections ramp up during the busy season for haunts.
Liability Waivers
- Question: Should every haunt adopt signed waivers, even for no-touch experiences?
- Answer: An emphatic yes. As Peggy McLaurin (Woods of Terror) noted, many insurers require proof of a waiver before renewing. “We can’t even renew our insurance unless we present a waiver,” she said. The panel emphasized clear, concise wording—avoid a “three-page block of legalese.”
AI & Operational Efficiency
- Question: How can AI be integrated into attractions for design, marketing, and content creation?
- Answer: Allen Hopps (Dark Hour, Plano, TX) gave multiple suggestions, calling AI “inescapable” and “transformative.”
“Saying ‘I don’t like AI’ is about the same as saying ‘I don’t like the sun'”
Hopps recommended:- Scene Research: Ask AI (e.g., ChatGPT) for thematic ideas or room layouts (e.g., “What rooms are typical in a nuclear power plant?”).
- Editing: Record scenes and walkthroughs and let AI pull all the clips of people screaming.
- Music & Audio: Experiment with ethically sourced AI composition tools to generate royalty-free sounds—while noting ongoing legal uncertainties around licensing.
Cost-Cutting & Crew Efficiency
- Question: For haunts facing lean seasons, what are the top cost-saving measures?
- Answer: Several board members highlighted labor as the biggest expense. Allen Hopps suggested designing a “daisy method,” where a single actor’s station “hits” multiple guest paths and that you can get more precise with your marketing now using AI. Jim Werner stressed training and procedures, noting that “A properly trained crew breaks fewer props and burns less fog fluid, saving money all season.”
2024 Trends
- Question: Have you noticed any trends we should take note of?
- Answer: Spencer mentioned the trend towards more value-based attractions (attractions where you can spend the entire evening). This raises the perceived value of your tickets if guests can stay longer. Kevin mentioned investing in merch and opening a store. Spencer referenced our coverage:
Actor Training & Safety Drills
- Question: How do we best prepare actors pre-season, including paid vs. volunteer training?
- Answer: Answers were divided here. Kevin offers year-round training (Everhaunt university) and it’s all paid. Micheal offers 2 events person month in the offi-season that are unpaid; during the; once hired during season everything is paid. Ben suggested a paid dress rehearsal. Allen has moved orientation online with quizzes (rotating questions to prevent cheating). He explained: “If they want to be there, it’s unpaid. If they have to be there, it’s paid.” Hopps also recommended playing “hide and seek” inside the haunt, ensuring actors learn the layout to navigate in the dark or in emergencies.
"At this point, saying 'I don't like AI, I'm not going to use it' is about the same thing as saying, 'I don't like the sun, I'm not going to use it.' Because whether you know it or not, it's already being used on you, and you're already helping to feed it.
Conclusion and Final Takeaways
This year’s State of the Industry Seminar underscored both the resilience of haunted attractions and the urgent challenges they face—primarily insurance instability. The HAA aims to address these issues through:
- Expanded Safety & Training: Online and regional CHAOS courses, plus specialized hayride certification.
- Insurance Advocacy: Exploring association-backed policies to give members stable coverage—“so you won’t be dropped on a whim.”
- AI Adoption: Encouraging operators to leverage tools for design research, content marketing, and operational streamlining.
- Community & Collaboration: Whether it’s adopting universal waivers, sharing vendor leads, or rethinking labor costs, panelists urged haunts to learn from one another.
“We are here to serve the industry […] If you see us on the show floor, come talk, share your concerns. That’s what the HAA is for.”
—Jim Werner
Despite rising expenses and legal hurdles, the collective expertise at this must-attend seminar reaffirmed that haunted attractions remain “strong and thriving,” fueled by ongoing innovation and a willingness to face challenges head-on.
Additional Information
- Read our recap of the HAA’s 2025 Annual Member Meeting here.
- Read about the 2025 Haunted Attraction Association OSCARES winners here.
Review the 2024 OSCARES winners here.
Watch the 2023 OSCARES Presentation here.
