IAAPA, the International Association of Amusement Parks and Attractions, has kicked off in Orlando, Florida. Running from November 17-21, this mega-con invites themed entertainment creators from around the world to converge for a weekend of education, announcements, networking, and of course, fun. Last year, IAAPA expanded its scope to showcase the scarier side of themed entertainment with a space on the show floor dedicated to Halloween fun. This year the Haunting grounds returns along with educational seminars and presentations including a particularly entertaining presentation called Giggles, Gasps and Gore: Exploring the Different Levels of Halloween.
Presented by Scott Swenson the CEO of Scott Swenson Creative and former Director of Production for United Parks & Resorts, this educational discussion focused on the benefits and pitfalls of seasonal, and specifically Halloween, entertainment. Be it a local zoo or major theme park chain, a Halloween event IS an option that could potentially draw in visitors. The real question is how? Dividing the subject into subjects, or rather levels of fear Swenson asserted that any themed haunt is divided into either Giggles, Gasps, or, Gore.
Giggles
This category focuses on fantasy and fun. It is primarily used for family friendly events. Here we dwell in the brighter, more colorful elements of Halloween. Costume parades, storytellers, scavenger hunts, and vibrant scenes are a must. That said, dark scenes with low lighting are a big no no. That is one of the single scariest things for youngsters and should be avoided. This type of event is usually held during the day or early evening and is a mix-in event with regular, daily operations. On rare occasion this might include up charge experiences for kids.
Gasps
Gasps are those moments in the haunt that make guests scream or react uncontrollably. It’s the jump scare that suddenly jolts a visitor, eliciting a scream or perhaps sometimes more. “Anything that can come out of a human body WILL come out of a human body,” Mentioned Swenson. Key to this ultimate scare are a few things. Foremost in this toolbox is anticipation and consequently, the right music. If done correctly, will set the anticipation. The golden rule here is that there needs to be a payoff.
Gore
Referencing Stephen King’s quote, “If I find that I cannot horrify, I’ll go for the gross-out. I’m not proud.”, Swenson explained the use of gore in a haunt. Of course blood itself isn’t scary. Blood, splattered here and there, can resemble abstract art. The trick is in the delivery. Recalling a scene that he created for Busch Gardens Tampa’s Howl-O-Scream, he described how the focal point was a figure that was indeed bloody. What sent the moment over the edge was that the figure’s Achilles tendon had been severed and strung up behind them. Gore, presented in an original and shocking way, is the only way that it can be effective.
Swenson explained that a venue needs to decide on a few key factors if they are deciding to create a Halloween event. Is the event parallel to the brand or even adjacent? Will it create a unique Halloween brand for the venue? Additionally, a venue should never confuse their brand, but they should be willing to expand or push their comfort zone. Know the target and listen to the customers. It all seems so simple doesn’t it?
Swenson’s panel, Giggles, Gasps and Gore was an entertaining and insightful discussion that expanded my view on themed haunts, large and intimate. By discussing the learned truths and sharing proven marketing and merchandising tactics, the presentation offered a greater appreciation not just for the business aspect of a haunt, but for building the right scare for the audience.
