Unlocking Fear: The Art of Haunted Attraction Design

Overview:

In this thrilling edition of Live with Sondra, Gatemaster’s CEO, Sondra Shannon, hosts haunted attraction designer Leonard Pickel, who has crafted over 300 haunts globally. They dive into the essential elements of haunted attraction design, from strategic scare placement to the financial and operational realities of running a profitable haunt.

5 Insights from This Live:

• Haunted Attraction Design is an Art and Science
  Leonard emphasized that designing haunted attractions combines creative, psychological, and architectural elements. His goal is to make spaces uncomfortable, disrupting guests’ usual sense of security to immerse them fully in the haunting experience.
• Global Phenomenon of Haunted Houses
  Haunted attractions aren’t just popular in North America; they’ve become a global trend. Leonard shared how he’s built haunts in countries as far as Kuwait and Australia, proving that the thrill of fear transcends cultural boundaries.
• The “Pickle Theory” of Haunt Design
  Leonard’s design approach, known as the Pickle Theory, focuses on high-capacity, high-startle experiences. This method ensures a constant flow of guests while delivering intense scares, maximizing both the guest experience and profitability.
• Creating Immersive, Multi-Layered Experiences
  According to Leonard, haunted houses pioneered immersive experiences. A guest’s position in the group—whether front, middle, or back—impacts their scare encounters, making each journey unique and encouraging repeat visits.
• Evolving Industry Trends
  Leonard highlighted the trend of haunts expanding beyond Halloween. Many are now offering interactive themes and experiences throughout the year, which brings financial stability and adds more value for guests who want unique, scare-based entertainment year-round.
  

5 Notable Quotes from This Live:

• On blending technology with traditional scares:
  “We’re trying to push the envelope with technology, but not to the point where it takes away from the core of what a haunted house is: that raw, visceral fear.”
• On the importance of teamwork in haunted house creation:
  “Everyone has to be on the same page; it’s a collaborative effort. Every piece of the experience, from the actors to the set design, has to come together.”
• On the challenge of designing immersive experiences:
  “The challenge is making the guests feel like they’re inside a living nightmare, not just watching it unfold. You want them to forget they’re in a theme park.”
• On how haunted houses evoke personal emotions:
  “What scares people is personal. You can’t just rely on jump scares. You have to understand what triggers deep emotions in someone, that’s where the real fear lies.”
• On adapting to new trends in horror:
  “Horror is always changing; we’re constantly having to adapt. It’s about staying ahead of what’s popular while still keeping that sense of fear and mystery alive.”

Leonard’s Approach:

Through Hauntrepreneurs, Leonard is transforming the haunted attraction industry, building experiences that balance fright with financial viability. His team emphasizes the importance of capacity control, pre-event ticket sales, and developing experiences that entice repeat guests while driving profitability. Leonard’s approach showcases how haunted attractions can stand out by integrating business strategies with world-class design.

Leonard’s Preferences and Technology:

A proponent of technology, Leonard shares how tools like timed ticketing can revolutionize the guest experience. By reducing wait times and enhancing flow, timed ticketing allows operators to maintain a smooth operation, maximizing both the thrill factor and guest satisfaction. Leonard’s design preference leans towards an experience where every guest, no matter their demographic, leaves feeling a mix of terror and excitement.

Sondra’s Perspective:

Sondra Shannon underscores the synergy between design and business, showing how effective ticketing and planning drive the success of haunted attractions. She highlights Gatemaster’s focus on software solutions that streamline these efforts, ensuring that operators have tools to optimize ticket sales, guest flow, and overall attraction management.

Improving Guest Experience:

From integrating humor to delivering intense, memorable scares, Leonard emphasizes that each haunt should blend elements that speak to different aspects of the guest experience. He also stresses the need to connect with guests post-visit for valuable feedback, helping operators continuously refine their designs to meet audience expectations.

Creating Memories and Guest-Centric Culture:

Both Sondra and Leonard agree on the importance of creating lasting memories for guests. From balancing scares with laughs to ensuring safe, enjoyable experiences, their discussion points to a guest-centric culture as the key to repeat visits and loyalty in haunted attractions.

Gatemaster’s Guests’ Appreciation and Value:

Gatemaster values the voices of experts like Leonard, continually seeking ways to bring meaningful conversations to its platform for industry professionals. This session serves as a knowledge hub for attraction operators to gain actionable insights on running a haunt that’s thrilling, profitable, and innovative.

Connecting with the Speakers:

Catch more industry tips from Leonard Pickel and Sondra Shannon!