When marketing haunted attractions, I constantly remind haunt owners of one fundamental truth: understanding emerging trends in entertainment can provide valuable insights for your own business strategy. Recently, I joined Tyler Barnett on the Fearworm Wormhole show to discuss how major theme park innovations could transform haunted attractions.
As someone who juggles multiple roles—running the Haunted Attraction Network, serving as CEO of Gantom, co-hosting the theme park podcast Green Tagged, and providing marketing services to haunts—I’ve observed fascinating developments at Universal, Disney, and other major entertainment providers that have direct applications for haunted attraction owners.
Table of Contents
The Rise of Off-Season Events: Fan Fest Nights and Beyond
The most significant trend worth examining is the emergence of off-season events at major theme parks. Universal Studios’ Fan Fest Nights represents a fascinating case study—essentially, they’re asking, “What if we could do Halloween Horror Nights again, but in spring?” (Watch our walkthrough of Fan Fest Nights here).
This is enormously significant because it could open up new possibilities for haunts. The challenge for horror brands has always been extending beyond the Halloween season, but Universal is working hard to prove the concept for us.
Real-world haunt examples already emerging:
- Fright Nights in West Virginia is launching “Final Cut Summer Slaughter,” where guests navigate through slasher film scenarios
- Field of Screams is hosting a music festival and opening their haunts during the off-season
- Fear Factory in Salt Lake City has successfully hosted EDM festivals, leveraging its unique venue
The key insight here is asset utilization. Universal is repurposing existing assets like the Back to the Future courthouse square for their immersive experiences. Similarly, haunts can leverage their existing infrastructure, props, and spaces to create new revenue streams during traditionally slow periods.
Intellectual Property (IP) and Brand Partnerships: Finding Your Hellraiser
A common misconception in the haunt industry is that intellectual property partnerships are out of reach for independent attractions. While Universal and major theme parks leverage blockbuster IPs, haunts have more options than they might realize.
The barriers to IP partnerships aren’t as high as many haunters believe. Jason Egan in Las Vegas has demonstrated this by creating experiences based on John Wick, IT, and The Blair Witch Project—proving that haunters, as themed entertainment designers, can successfully partner with recognizable brands.
For haunts without Hollywood budgets, consider:
- Local partnerships: Connect with regional celebrities, local breweries, or area sports teams that already have brand recognition in your community
- Music collaborations: Universal and 13th Floor have built bridges between horror and music—a strategy accessible to independent haunts
- Non-horror IP transformations: Take something that isn’t inherently horror and transform it into a scary experience, expanding your potential audience
- Food and beverage partners: Here again, Fear Factory in SLC has partnered with Rockstar to make a dedicated (non-alcoholic) bar.
The true challenge isn’t access to IP but the willingness of haunters to step beyond pure horror experiences. Many haunters prefer to focus exclusively on horror, potentially missing opportunities to expand their audience through strategic partnerships.
The Value Proposition Barbell: Budget vs. Luxury Experiences
Theme park pricing strategies reveal a fascinating “barbell” effect in the current economy—strong interest exists at both the budget and luxury ends of the spectrum, with the middle market shrinking.
Universal’s Fan Fest Nights perfectly demonstrates this. For just $50 (for annual pass holders) or $74-78 (general admission), guests can access immersive experiences like Back to the Future, Dungeons & Dragons, and Star Trek, plus live entertainment until 2 AM. Compare this to Disney’s Star Wars Nights, which costs $180 plus $35 parking for just four hours of entertainment.
This stark contrast highlights two viable approaches for haunts:
- Value-focused experiences: Create compelling value propositions where guests feel they’re getting exceptional experiences for their money
- Luxury-tier offerings: Develop premium experiences for the growing demographic of customers willing to pay significantly more for exclusivity
Real-world example: Dark Hour in Dallas/Plano offers VIP packages with a dedicated room, drinks, snacks, and personal tour guides—a luxury experience—while providing more affordable ticket options to capture both ends of the market.
As the middle market shrinks, haunts should analyze their demographics and determine whether to focus on exceptional value, premium experiences, or a strategic combination of both.
Economic Considerations: Tariffs, Materials, and Pricing Strategy
The economic landscape presents both challenges and opportunities for haunted attractions. Recent tariff discussions have raised concerns about material costs, and questions about pricing strategy have become increasingly complex.
Contrary to what some believe, tariffs will impact every layer of the haunted attraction industry:
- Materials costs will increase—even for haunts that build their own props and scenes
- Consumables like makeup, fog fluid, and electronics will likely see price increases
- Small manufacturers serving the haunt industry may face significant challenges
However, haunts have inherent advantages in navigating these challenges:
- Resilience during economic downturns: Horror attractions often thrive during challenging times as they provide escapism
- Adaptability: Haunters are exceptionally creative at finding solutions with limited resources
- Market positioning opportunity: If haunts can maintain reasonable pricing while other entertainment options become more expensive, they may capture additional market share
Regarding ticket pricing, the current period (spring/early summer) may be an optimal time to adjust prices, before customers begin actively comparing October options. Consider creating legacy pricing or early-bird options that reward loyal customers while gradually increasing prices for new attendees.
Year-Round Horror: Lessons from Dark Universe and Horror Unleashed
Universal’s Epic Universe is introducing Dark Universe, a horror-themed land, while their Horror Unleashed experience in Las Vegas represents another ambitious year-round horror initiative. These developments provide valuable insights for haunt owners.
The reality check: Horror is not as mainstream as we might believe. Only 3-7% of Universal visitors attend Halloween Horror Nights, despite its status as the world’s largest Halloween event. This explains why Dark Universe is the smallest land in Epic Universe and why year-round horror remains a challenging proposition.
This perspective is crucial when considering off-season events. Rather than creating pure horror experiences year-round, consider:
- Hybrid events: Combine horror elements with other entertainment draws like music festivals
- Thematic transformations: Seasonal pivots like Hush’s tiki bar event during summer
- Experiential diversification: Create experiences that appeal to larger demographic groups beyond horror enthusiasts
The success of ventures like Horror Unleashed and Dark Universe will provide valuable data points for the haunt industry. While most haunts lack Universal’s $5 billion quarterly cash flow to experiment, these major investments will help identify viable paths for year-round horror engagement.
Your Next Steps: Applying Theme Park Innovations to Your Haunt
As you consider implementing these theme park-inspired strategies, focus on these actionable steps:
- Asset inventory: Catalog your existing infrastructure, props, and spaces with an eye toward off-season utilization
- Local partnership identification: Research potential local brands, celebrities, or businesses that align with your audience
- Demographic analysis: Determine where your audience falls on the budget-luxury spectrum and develop appropriate offerings
- Value proposition evaluation: Assess what unique value you provide compared to other entertainment options in your market
- Material sourcing review: Examine your supply chain for potential tariff impacts and develop contingency plans
Remember, haunted attraction owners are fundamentally themed entertainment designers with extraordinary creative capabilities. By studying broader entertainment trends while maintaining a practical business focus, you can develop innovative approaches that extend your season, expand your audience, and enhance your financial resilience.
What innovative approaches have you implemented at your haunt? I’d love to hear your experiences in the comments below or on our social channels.
