What began as a youth center fundraiser in 2019 has grown into one of the most acclaimed haunted attractions in Oregon. Nightmares on the Rogue, located in Medford, is now a 30,000-square-foot Halloween destination featuring three immersive haunted houses and a bustling midway. At the heart of it all is owner Devin Price, who envisioned a haunt that could bring storytelling, spectacle, and community together.
“I was the director of a youth center… and we were looking at creative ways to do a fall fundraiser,” Devin said. “I pitched it to my staff and said, ‘Hey, we should do a haunted house.’” That first build was simple—constructed in just 30 days with spooky props made by kids—but it was a hit. “We had the community come out and support us, and I thought, this is going to be something fun we do every year.”
Pivoting Through the Pandemic
After the pandemic shuttered the youth center in 2020, Devin and his wife saw continued community interest. “We kept getting emails—‘Are you going to do the haunted house?’—and I looked at my wife and said, ‘I think there’s a demand in our area.’” That same year, the couple visited 30 haunts across seven states and attended the TransWorld Halloween & Attractions Show. “We decided we were going to go pro… I put my $30,000 in savings [into it], we got a 3,000 square foot building, and we did our first haunted house.”
The goal was clear from the beginning: create a full Halloween event, not just a walkthrough. “We really wanted to set apart an event where it would be a haunted house and a festival,” Devin said. “Back then, we only had two food trucks and a tarot card reader, but it was something way different than this area had.”
Three Themed Attractions and a Halloween Midway
Now in its fifth season, Nightmares on the Rogue offers guests a multi-haunt experience anchored by three completely different themes. “We really wanted to make it a point that you’re not going through the same haunted house three different times,” Devin explained. “Ultimately, that’s what we wanted to do—tell stories.”
The first haunt, Invasion, is inspired by a childhood trip to Roswell, New Mexico. “You start in Area 51, you’re greeted by our general, and you realize there’s a crystal found on Earth… that’s why the aliens are coming.”
The second, Temple of Terror, draws on Devin’s love of old-school adventure films. “It’s like if Indiana Jones was a horror film,” he said. “I love going through the queue at Disneyland’s Indiana Jones ride, and we really wanted to have that adventure feel.”
The third haunt, Junkyard Circus, came from a mix of community demand and unexpected inspiration. “We kept having people ask, ‘Do you have clowns?’ And obviously it wouldn’t make sense to put a clown in the wilderness or Area 51,” Devin laughed. “We had a lot of junkyard stuff lying around… and we were watching the VMAs and saw Chapel Roan’s performance with rodeo clowns on cars, and it kind of hit me. That birthed the idea for Junkyard Circus.”
Each haunt has an associated icon character that guests can meet in the midway, reinforcing the storylines and making the entire event feel cohesive. “It’s not just a haunted house—it’s a haunted night out.”
Tiered Pricing That Works for Families and the Business
For 2025, Nightmares on the Rogue introduced tiered ticketing options: one haunt for $15, two for $25, or all three for $30. “We really just wanted to provide an opportunity for any family to come, even if they can’t afford it normally,” Devin said. While the change was intended to increase accessibility, it had the unexpected benefit of improving revenue. “Our tickets are up. Our average ticket price ends up being our standard general admission when you take into Fast Pass and everything else into account. And honestly, people come in, they like it so much, they go to our box office and upgrade.”
Scaling Realistically and Serving the Local Market
While Devin grew up in Salt Lake City visiting mega-haunts like Rocky Point, he’s learned that success looks different in Southern Oregon. “Growing up in Salt Lake, I saw these huge haunts, and in my mind, we had to be that,” he said. “But we don’t have 70,000 people come through in October… I have to be realistic.”
A conversation at TransWorld helped put things into perspective. “I talked to a big-name haunter who told me his first haunt only cost $9,000, and it took him 25 years to get the dragon he wanted. He said, ‘You can wait on Igor Galore.’” Devin realized that while he was comparing himself to the national scene, his guests weren’t. “Our customers don’t necessarily know what’s in other markets. They come to us, and it’s bigger and different than they’ve ever seen.”
A Family-Run Operation Built on Passion
Nightmares on the Rogue is truly a family affair. Devin runs the event with his wife, who supported the idea long before the first haunt opened. “Owning a haunted house is probably the last thing on her bingo card, but she’s fully supported me in my dream,” he said. “She even got me this hoodie for Christmas in 2020, before we even had a haunted house—just because she believed in me.”
His young children are also regulars at the haunt. “I have a five-year-old and a two-year-old, and they’re here all the time. They love it… but when they’re here long nights, you can see it—tantrums, fits. It takes a toll.”
Reflecting on his early years, Devin added, “I think those first three years I tried to do too much. This year it’s been way better having staff and being able to do everything.”
What’s Next for Nightmares on the Rogue?
With the five-year plan complete, Devin is looking toward the future. “We’re at that time—do we sign our lease for three more years or five more years? Is this a space that really lends itself to the type of event we want?” While he doesn’t plan to expand square footage, he hopes to add stage shows and expand the midway.
“I don’t think we can raise our prices, and I don’t know if I would want to. So it’s just—how do we continue to provide experiences that people can pay for?” Devin said. “At the end of the day, there’s way more than me that depend on this. I have so many staff… if I stopped tomorrow, I’d have a mob on my hand.”
As for advice to new haunters? “People will tell you, ‘Don’t do it,’” Devin said. “I’d say do it—if you’re very passionate about it. I don’t know what the future holds, but I don’t think I’ll regret doing this. We built something this area hasn’t seen.”
Nightmares on the Rogue returns in 2025 with three haunted houses and a Halloween Midway. Tickets start at $15 and must be purchased in advance. Learn more: https://www.nightmaresontherogue.com
