Download - The Haunted Attraction Industry
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