HaunTopic Radio: Haunted Attractions | Haunted Houses | Hallow...

When a global crisis happens, like COVID-19 and similar contagious pandemics, haunted attractions and entertainment venues can suffer. Customers can become fearful to attend close-quarter events like concerts and attractions.

State regulations may be different for your event this year and they'll probably keep changing weekly. You may be feeling a bit uncertain about what this year's season will actually hold for you.

This doesn't mean you can't open up (unless your state says you can't) or that you can't provide the best and safest show ever. You'll just need to do some extra planning and brainstorming this year.

How do you stretch your money for marketing and create a safe environment for your customers?

You can be smart with your overall budget and still focus on your marketing plan. Highlighting your brand identity can show your customers that your event can be trusted. Getting creative with your advertising will help you make a bigger impact on your audience.

Here is how to be successful with your marketing plan, stretch your budget, and keep your customers trusting your brand.

Tyler Barnett, from Fear Worm Hauntvertising, helped spark many of these marketing ideas. Plus, we added a few viewpoints of our own. Make sure to listen to this podcast episode to learn more about marketing your Haunt.

Prepare for the best. Expect the worse.

Most of your customers want to return to their normal lives and go back to things that excite and entertain them, like your Haunted House. Some will be scared to venture out so soon.

In many states, there may be longer restrictions in place that may affect how you operate your Haunt business. In most instances, attractions will have to take precautions to keep customers and staff safe.

Expect your attendance numbers to be down this year, and if they're not, then you've done a great job being prepared. You must run a leaner business this year.

Stay updated from trusted resources.

News and important business updates are currently happening by the second. What is true and regulated at the time of this article will most likely be completely different when we open the doors to our Haunts. There's a lot of fake news websites out there, stick to the ones you trust.

Keep officials & customers updated on your safety plan.

Pay attention to your State, City, and County restrictions. Communicate with your local officials and let them know the precautions you are implementing. It's better to be ahead of the game and show them that safety is a priority. Your customers must feel informed and safe as well.

Think about slowing down your queue line. Keeping groups smaller. Removing items like claustrophobia tunnels, push doors, and stuff that touches the customer's face. Possibly provide masks with your logo, hand sanitizer stations, and large signs listing your safety plan. Update your website as well with your latest safety protocols.

Double down on your marketing.

Advertise even if you open your doors or not, your customers must know what you are doing differently this year. Let them know what to expect.

If you'll be closed this year, publish some ads explaining why and when they can experience your attraction again. Maybe create some unique content behind-the-scenes or with your characters.

If you are open, let your customers know what safety precautions you have put in place. Make a Press Release and send it to every local media outlet that will help spread the word.

Don't slack off on advertising and marketing. Spend the same or more. Your customers can't spend money at your attraction if they don't know you're open.

Save money by eliminating unimportant things.

During times of uncertainty, it's best to focus on what you really need this year. Maybe put off getting that expensive animatronic or those fire cannons that shoot 25 feet in the air. Get creative with the money you currently have or maybe trade some props with another attraction which could save you both money.

Focus on your marketing message and make your customers feel safe. Improve scenes with budget-friendly upgrades with a huge impact. Changing up your lighting or running your attraction backward might save you some money.

Focus on customer experience and perceived value.

Create everything around your customer's perception and infuse more value into their ticket purchase. Since many haunted attractions might be changing their V.I.P. experiences or removing them, your customer should feel that they are getting $30 worth of value for $20. In other words, give them more than what they paid for.

Maybe throw in some free swag with their ticket or use a stair-step price system (7 pm it's $15 and goes up a dollar each hour) it's all about experimentation. Find the gaps in your attendance and offer better deals to get them to come early or another slow night.

Timed-ticketing may also help keep your queue line thinned out and help your customers feel safe in smaller numbers.

Pricing is always a balancing act. Don't be afraid to test out small experiments with your customers and product bundles. Invest in your customers.

Place advertisements in front of your audience.

Start with social media. Choose social platforms you understand and test your marketing with your target market. Boost posts with a small budget, experiment with different social locations, and plan out your marketing campaign before the season starts.

You can also hire a firm like Fear Worm that specializes in Haunted Attraction marketing.

This too shall pass.

No matter when you're reading this, national emergencies happen all the time. There have been other viral pandemics. Weather conditions have destroyed entire attractions over the years. Some have had to close down early due to other emergencies.

Many of these haunted attractions overcame their struggles and grew even bigger the next season. They focused on their main priorities, their customers, and everyone's safety. They came out on the other side stronger and better.

We'll see you on the other side.

Bonus resources from this podcast

• Fear Worm: a marketing agency specializing in themed attractions
• Scare More People: a Facebook group all about Marketing managed by Fear Worm
• Wait While: a queue line management app that may help you keep your customers safer
• Haunt Pay: a ticketing and queue line solution designed for haunted attractions

Become a member of the Haunter's Toolbox. It's free!

Learn how a"Remote" type of interactive digital experience can be used with your customers.

Each year we always try to add something unique to our Haunted Attractions. Sometimes we need to think outside of the box so that we can prepare for the experiences customers want and crave...they just don't know it yet.

That's where a mobile horror interactive game could bring extra revenue to your haunted house business or any entertainment event.

Think about this. Creating episodic content (emails, texts, videos, etc) for a series of days created around the story of your attraction. Mystery combined with scary. Interactive with Improvision. Then charge for it.

This also builds your brand and keeps your customers interested offseason. And they can interact with your show without leaving their house.

Listen to this podcast to learn how to incorporate immersive horror in your haunt.

At the time of this article, most of us are quarantined in our homes. Digital experiences are a good way to incorporate more story into your attraction and still providing an event for your customers. Even if you don't follow a full fledged remote experience; we can still use email, videos, texts, images, etc to bring our customers on a haunted journey.

Haunted Hills Estate Scream Park teams up with Shock Theater to create "Remote", an interactive mobile horror experience. Live in a world of horror and choices...all from the comfort of your couch.

Other things in this podcast:

• How an interactive mobile experience can earn you revenue while social distancing.
• Marketing ideas to keep your customers glued to your brand.
• Using the National Media to help you get leverage in your market.
• Is immersive horror right for your haunt business?

Where to find these guys:

• Haunted Hills Estate: Aidan Finnegan
• Shock Theater: Will Wakefield
• Immersive horror website - Haunting.net

We ask Bart Butler and Michael Edwards from Terror in the Corn about their preseason preparation, scare acting, timed ticketing, surviving a pandemic, outdoor haunting, and more Haunt stuff! 

This was recorded from our LIVE virtual prepared summit. You can find more trainings and master classes at HauntersToolbox.com 

Follow Terror in the Corn at https://terrorinthecorn.com/

One of the biggest issues we found when we asked you "What is one of your biggest challenges as a Haunter?" We kept seeing this answer: time and money. 

In this podcast episode, we cover ways to save time AND money as you start and grow your haunted house. 

This was recorded LIVE during one of our Master Classes. You can find all of our past seminars, classes, and workshops at HauntersToolbox.com 

Grab a seat to our next LIVE Online seminar at HauntersToolbox.com/class

Don't forget to Share the Scare! :) 

Special effects tips inside this podcast:

• The best clay sculpting tools to use to make your own molds and masks.
• A great technique to save time and money when applying prosthetics and appliances to your scare actors in a Haunted Attraction.
• A NEW type of foam latex prosthetics that have different scents and colors.

Where to find Jeff West:

Jeff West is a makeup artist from Wichita, Kansas. He moved to Los Angeles with the goal of becoming a makeup artist and attended Makeup Designory in Burbank, CA in 2001.

West is an 18-year veteran of the entertainment industry. Seeing the opportunities available to entrepreneurs in the Halloween and Haunted Attractions industry, West transitioned into a role as Creative Director for Halloween consumer products brand Woochie, a leader in Halloween latex and foam prosthetics.

• Sign up for classes and buy products: https://www.westfxinc.com/
• Follow West FX on Facebook: https://www.facebook.com/westfxinc/

Watch the entire video with Jeff here.

This podcast was recorded as a live video. Watch the entire thing here.

When operating and owning a Haunted Attraction, you must evaluate your recent season and make notes on what is working and what needs changed.

Listen to this audio recording of our private master mind session. You can join these sessions and become a member at HauntersToolbox.com

Join us on December 13th, 2019 at 7:30pm-9pm CST in this LIVE Online Master Class.

Grab your ticket at HauntersToolbox.com/class

We'll go over ways to save you time so you can get more things done, save money so you can focus on the right things to buy, and finally start your Haunted Attraction or improve the one you have. 

See you there!

What is HAuNTcon?

HAuNTcon will push your attraction business out of its comfort zone and introduce you to game-changing new products, ideas, and concepts. Improve your Haunted Attraction, start a new Haunt related business, or get ideas for next season. It's more than a tradeshow, it's an innovative experience where the haunt community creates the future of the industry.

Click here to get up to $35 off your tickets.

The Haunted Attraction National Tradeshow and Convention (HAuNTcon) will be hosted once again in the historic city of New Orleans, Louisianna from January 17-19th, 2020. View their website here: HAuNTcon.com

What's new at HAuNTcon for 2020?

• The Haunted Attraction National Tradeshow and Convention (HAuNTcon) will be hosted once again in the historic city of New Orleans, Louisianna from January 17-19th, 2020. View their website here: HAuNTcon.com

• NEW advanced educational seminars and workshops will help you prepare your Haunted Attraction or Home Haunt for success next season.

• NEW Halloween and Haunted House vendors will be setting up booths so you can be the first one to see the hot new products for 2020.

• If you're one of the vendors, a new digital way of capturing your customer's information is now in place. This also makes it easier for buyers as it streamlines the information you want straight to you.

• NEW entertainment but the same fun and FREE drinks for the first 3 HOURS at the Brewing, Boos, & Booze Costume Party. One of the best costume parties in the Haunt Industry! Get Your Tickets Here.

• NEW scares added to the 3 Mississippi Haunted Attractions (The Terror Test, Terror on the Coast, & Trail of Terror) that you'll experience on the bus tour on Thursday. Lights on and Lights off. 8:30 am-10pm

• a NEW Haunters to Watch award program that any Haunter can enter, or you can nominate another Haunter, for rising above and beyond in the industry. The prize package includes a paid 2-night stay in New Orleans, a FREE VIP ticket to HAuNTcon, and a bunch of recognition in the industry. Hosted by the Haunted Attraction Network.

• And many NEW offers plus the Fashion Show, the Networking groups, the streamlined flow of the showroom floor, and lots more!

How to prepare for HAuNTcon before and during the show.

• Plan your education track before you go. All of the seminars and workshops will be listed on the website HAuNTcon.com before you leave, create a plan of attack and pencil in back-up classes just in case you change your mind. There are many classes...all included in the ticket price.

• Save money by going with friends. If you team up, a few people can split the cost of a hotel room. You can also split up and attend different seminars then compare notes after. Divide and conquer.

• Dress comfortably. There is much walking in New Orleans and the convention center is HUGE! Bring comfortable shoes, possibly a coat or jacket (we needed one last year), and a shoulder bag large enough for catalogs/T-shirts/small merchandise.

• Respect the vendors. HAuNTcon offers many cool products for your Haunted Attraction, Home Haunt, or your Halloween lifestyle. But be aware of other people waiting to chat with the vendors too. Ask your questions and move on to the next booth. Come back when they're not as busy (usually early morning or right before close).

• Pace yourself. HAuNTcon + New Orleans can be lots of fun! But you need to survive the weekend and get the most out of your stay. Try to get enough sleep so you have the brainpower to retain your seminars, stay hydrated to keep you going, and enjoy the cajun cuisine...carefully.

• Stick to your gameplan. Know roughly where you want to focus on before you go. What costumes, equipment, and props do you need? What do you need to learn for the next Haunt season? What is your budget for 2020?

• Enjoy your stay. New Orleans is a very historical city. Take advantage of after-hour tours and events.

• For more HAuNTcon Tips Listen to this Haunt Weekly episode all about New Orleans Tips for Haunters.

It's getting harder to get people to hear about your haunted house. You've got an awesome haunted attraction but your attendance isn't growing. There are so many channels like social, radio, TV...where do you spend your marketing money for your Haunt?

We interview Alex Berland and Nick Levanti with Conjured Media and pick their brains about marketing your haunted house in today's market, where to focus your advertising budget, and how they can help you save time and money.

Haunt season is here. Do you have your marketing and advertising started yet? Bust your butt these next 3 months and then take a breather in November. Yes..you can try to do the marketing all yourself or hire an agency to help. I've done both.

Here is a little about Alex & Nick and what you'll hear inside this podcast. Reach out to them if you have any questions.

Who is Conjured Media?

"Our mission is to elevate the haunted attractions industry by ushering in a new era of growth, achieved with high quality creative and cutting edge digital marketing. The core to our philosophy is our business first approach. We work with our partners to identify what their business needs to grow and how to best implement those solutions through a marketing lense. We don't like to look at our clients as clients, but rather as partners. For us, success is built on a strong foundation of trust and accountability."

Conjured.Media

What's inside this podcast?

• How to get more customers to see and remember your Haunted Attraction
• Where to spend your marketing dollars online
• Why customer relationships are important
• Marketing and Advertising Your Haunt Checklist
• Bonus Haunt Consulting Interview

One of their clients. Schmitts Farm. Visit them here.

Our other website. HauntersToolbox.com To help improve your haunt.

"An attraction is most effective when it follows a path, when it takes guests on a journey. The story determines an attraction's physical layout, character development, and technical design. It also points the way for clever marketing, merchandising, and branding. This book gives you the tools to develop a story and to use that story as a blueprint for your attraction's development." -Follow The Story Book

In this podcast episode, we ask Scott Swenson all the different ways that you can use your attraction's back story and why it's important today more than ever.

If you are a Haunted Attraction that has never used a back story with your theme and sometimes you feel that something is missing from the overall experience, creating a unique story around your characters may just be what you need to take your attraction to the next level.

Today's attraction customer wants more than just a scary walk-through; they're looking for memorable moments, a story they can tell their friends, and an evolving theme that changes each year. Creating a back story immerses your attendees in a world that they will remember and come back to see what happens with your characters next time.

Follow the Story: What's inside this podcast

• Why having a story behind your attraction is important. Your guests will remember it. You can plan your entire theme around it. It can save you time and money by doing it.
• How to use your story in your marketing. Using your main characters in your advertising and following the story will help your attendees have a better experience which will make it an easy choice to come back to your attraction for more story.
• Simple ways to start your story right now. You don't have to change up everything. Here are a few simple and low-cost ways to start weaving your story throughout your haunted attraction, no matter what stage of operations you're in.
• What makes great Haunted Attractions great. The attractions that understand where their stories are evolving can stay ahead of the game. They can plan easier for next season, have off season events around their story, and save money by using materials they already have. Large or small...you can start using your back story to help make your attraction better.

Where to find Scott Swenson

• Scott's website: Scott Swenson.com
• Get "Follow the Story" Book: Buy this from Amazon
• Meet Scott and get your book signed: Midsummer Scream

What people are saying about Follow the Story

"Scott provides a much-needed jolt of storytelling energy in a compact, readable form. This is a true 'blood and potatoes' approach to the many facets of haunted-attraction storycraft, which should help any designer ensure they're taking full advantage of the tools at their disposal."—David Ruzicka, Co-Artistic Director for JFI Productions

"Scott is a true master architect of immersive horror experiences, using the classic tools of story and conflict to create blueprints for some of the most influential (and some of my all-time favorite) haunted attractions ever. This guide is mandatory reading for experiential designers of themed attractions."—Scott Simmons, Creative Director, ScareHouse and The Basement 

People who helped make this book:

Author: Scott Swenson

For over 30 years, Scott Swenson has been bringing stories to life as a Writer, Director, Producer and Performer. His work in Theme Park, Consumer Events, Live Theater and Television has given him a broad spectrum of experiences. Co-creator and Creative Leader for the first 15 years of the "Howl-O-Scream" event at Busch Gardens Tampa, during which time he wrote and implemented over 50 haunted houses, shows and scare zones.

Foreword: Ted Dougherty

Ted Dougherty, has created projects for Halloween events in Southern California including Knott's Scary Farm, Queen Mary's Dark Harbor, & Universal Studios Hollywood Halloween Horror Nights. His specialties focus on themed entertainment and immersive/multi-sensory environments through creative storytelling, production and direction.

Publisher: Philip Hernandez

Philip Hernandez is a freelance writer, speaker, producer, and marketer specializing in Seasonal Attractions. Since 2014 Philip has published Seasonal Entertainment Source magazine (SES), a quarterly print publication. Philip operates the Haunted Attraction Network (HAN), the largest global media entity for the haunted attraction industry.  

Cover Artist: Doug Schaefer

Doug Schaefer has been creating effects, props, masks and artwork for haunted attractions, theme parks and collectors for over 30 years. By day Doug designs and builds effects, puppets and illusions at Robot Monkey Lab, Inc (VFXcreates.com). And on evenings and weekends Doug makes even more monsters, in his home studio (ArtGuyDesigns.com), creating a variety of horror and creature art.