Blood Manor is a 10,000-square-foot, 19-year-old haunted house attraction with themed rooms and a labyrinth of passageways located in downtown Manhattan.Photo: Union Square Advertising
Passage, a Detroit-based event ticketing company that operates HauntPay for haunted attractions, recently released the results of its 2022 Haunt Industry Report, a new survey of 2,100 haunted attraction industry professionals in the U.S. and Canada.
According to the survey, the total number of haunted attraction visitors is increasing year over year, with 68% of attractions seeing at least 1,000 guests in 2021 and 78% expecting that number again in 2022. The survey also found that 40% of respondents charged $21-$30 in 2021, while 25.9% charged $11-$20 and 17.1%, $31-$40.
So far this year, Passage’s HauntPay has already seen over $5 million in haunted house ticket sales, with 200,000 tickets sold in the last couple of weeks. “In total, we expect to power over $30 million in ticket sales for haunted attractions this year alone, and even more next year,” said Passage CEO Alex Linebrink.
And it’s not just during spooky season. Haunted attractions have become year-round offerings, Linebrink said, with scary versions sneaking up in relation to Christmas, Valentine's Day, St. Patrick's Day, and even "zombie prom.”
So why are more and more folks seeking out these experiences?
“People love getting scared,“ Linebrink said. “There's a lot of science behind the idea of the ‘adrenaline rush’ feeling, which many people love, especially when they're not in any real danger—such as at a haunted attraction. These environments of ‘simulated danger’ provide the same sort of rush as skydiving or riding a roller coaster, but in a way that's a lot easier to access and more family friendly.”
It’s true. According to a study published in the journal Emotion, after having a voluntary scary experience, people were in better moods and had decreased brain activity akin to meditation.
Linebrink also said that he attributes the popularity of haunted attractions to the fact that they’re accessible to groups both in terms of pricing and overall experience, with many offering concessions and merch, in addition to the fear factor. Plus, it's an escape. “It's been a tough few years. During the pandemic, haunted attractions (often with outdoor elements) provided a safe and often socially distanced way to meet up with friends and get out of the house,” he explained. “They're also generally an escape from reality, transporting attendees to a different world where monsters and chainsaws are all you need to worry about.”
Catriona Delaney, general manager of tourism and operations for Liberty Entertainment Group, which produces Legends of Horror, located on the grounds of Toronto’s historic castle, Casa Loma, and the new Zombie Apocalypse, also credited the pandemic for driving interest in scary attractions—but for more macabre reasons.
“While we are all hoping to put our COVID experience behind us, the reality is that the pandemic brought with it a collective sense of dread,” she said. “We have all shared that ‘plague’ experience. That allows folks to explore darker themes more freely in theater and to both understand and fear them more. ... I think there will be an appetite for this for the near future. It comes with the territory of people that live in uncertain times—we explore uncertain themes.”
Lorenzo said that this year, 75% of the rooms at Blood Manor are either new or refreshed, including the Killer Clown Room.Photo: Union Square Advertising
But he did acknowledge that “it’s been tough recovering from the pandemic when we had to significantly reduce the number of guests. But all the COVID protocols we put into place have made people feel comfortable coming back,” adding that he’s optimistic about this year.
Like other immersive theatrical experiences, Lorenzo calls Blood Manor a “show,” using theatrical terms such as actors, sets, props, makeup, and costumes to describe the production. “The audience enters the scene and becomes part of the action. We organize guests into small groups so that everyone gets a ‘front-row seat,’” he said.
Of course, in order to keep guests coming back again and again, haunted attractions need to offer up fresh fear. Lorenzo said that this year, 75% of the rooms at Blood Manor are either new or refreshed, including the Killer Clown Room. Plus, he’s added a haunted battlefield that’s a tribute to the history of the building, which, in the late 19th century, was home to the studio of Matthew Brady, the famous Civil War photographer.
“Guests have become more sophisticated,” Delaney said. “As the evolution and accessibility of technology and virtual experiences at home grows, audience expectations grow. We must be one step ahead of our patrons. They look to us to show them what is new, and so we will be constantly seeking to keep that edge.”
New this year from Liberty Entertainment Group, Zombie Apocalypse, created in partnership with Secret City Adventures, invites guests to enter the fictional pharmaceutical giant, Biolux, and experience its new drug, which turns subjects into cannibalizing zombies. Located in a former dental facility south of Casa Loma, the 45-minute activation runs until Nov. 5. Delaney explained that Zombie Apocalypse relies on “old-school terror tactics” like “dim lighting, uncomfortable physical spaces, and unexpected jump scares to bring a pseudo-realistic horror story to life.”
“In recent years, there has been a trend toward immersive experiences—the idea of being inside a theatrical experience as opposed to watching it—and breaking through that fourth wall is a dramaturgical innovation that keeps growing,” Delaney said. “Either people try to immerse themselves into technology or seek to have the most realistic possible real-life experience. In a post-lockdown world, people are hungry to participate and, of course, Halloween horror and post-apocalyptic themes have always been de rigueur.”
For 2022, Legends of Horror, an immersive show in the style of promenade theater where patrons interact with a cast of characters along a 1.2-mile outdoor walking trail, has been updated with the latest tech, including over 40 animatronic pieces that work synchronously with motion sensors and light and sound systems.
“Guests do not want to be silent watchers. This is clear to us,” Delaney said. “The combination of live actors, animatronics, ambient light, and sound is what makes [Legends of Horror] an enormous success. ... Being able to share their experiences online is also an evolution that should not be overlooked. Most theatrical productions do not permit online sharing—this sort of experience does. It embraces social media, and that is a gift that works for all parties.”
At Legends of Horror, guests enter the Captain Morgan Bar and Lounge where themed drinks are served underneath a fire-breathing dragon.Photo: Edwin Luk, SVPhotography
On average, Liberty Entertainment Group sees a 13% increase in attendance each year, she added. Last year, 65,000 guests visited Legends of Horror, with this year’s numbers expected to exceed that.
Visitors can also purchase a VIP experience for two, which costs $200. It includes admission for two people, VIP entry, food and beverage vouchers for two drinks and two food items, and a gift bag.
Similarly, Blood Manor visitors can buy “RIP fast-entry” tickets that allow customers to arrive anytime during the hours of operation and enter from a special queue, with expedited entry and reduced waiting time. Timed entry general admission tickets cost $40; fast-entry costs $60. These types of ticket premiums, in addition to concessions, merchandise, and games, are helping to expand the revenue stream of haunted attractions, the Passage survey found.
Linebrink said he believes the growing popularity of haunted attractions will continue despite the current scary economic forecast. “In the short term, I think the financial downturn could cause a momentary blip in sales, and we certainly saw a lot of our clients affected negatively by the impact of Hurricane Ian. But in the long term, I believe haunted attractions will continue to evolve and create new ways to entertain, and attendance will continue to increase.”
Scroll—if you dare—to see more from inside these spooky sites.
