HauntPay’s Annual Haunt Industry Survey and Haunt Industry Report study the state of the haunt industry and how it is evolving over time. Professional haunt owners provide key insights from their businesses including average ticket prices, marketing strategies, and number of guests. Many haunters rely on it as a critical tool for planning their next season.
There were many interesting findings in this year’s report, but we wanted to call attention to the Top 3 things we learned and take a deeper dive into these specific points to help you get the most out of the data.
1. Massive Shift to Digital Advertising
Digital advertising saw a dramatic reported increase, jumping from 36.5% in 2023 to over 80% in 2024. This reflects a significant evolution in how haunts are leveraging modern marketing tools to attract new audiences and engage existing haunt fans.
Here’s a deeper look at this transformative trend:
Exponential Growth in Adoption
Digital advertising usage more than doubled in just one year, jumping from 36.5% in 2023 to over 80% in 2024. This sharp rise indicates that haunters are increasingly turning to online platforms to market their attractions effectively. The change also reflects a broader trend of businesses embracing digital tools to engage with tech-savvy audiences.
Haunters are Using Data to Their Advantage
For a long time, the haunt industry has been more analog than other business categories. We relied on word of mouth promotions rather than digital advertising. Businesses were built on cash sales, and many haunts didn’t even accept credit cards until just a few years ago. But recently, it seems like haunters are starting to see some benefits in moving towards digital technology. From props and lighting to payments and marketing, we’re seeing all kinds of upgrades that are making a big difference both for haunt owners and their customers.
Preferred Platforms
Social media plays a central role in these efforts. Platforms like Facebook, Instagram, and YouTube are widely used, with some haunts also exploring newer platforms like TikTok to connect with younger demographics. Organic social media engagement also remains crucial, with 82.4% of haunts leveraging these channels alongside paid efforts.
Strategic Advantages
Digital advertising provides measurable results, allowing haunters to analyze and optimize their campaigns in real time. Compared to traditional methods like print and radio ads, digital strategies are often more cost-effective and enable highly targeted outreach, such as geographically specific promotions or retargeting past attendees.
Word of Mouth Meets Digital
While word of mouth is still a dominant driver for 90.2% of haunts, digital tools amplify these efforts. For instance, reviews, testimonials, and user-generated content on social media can extend the reach of traditional word-of-mouth marketing exponentially.
Future Potential
This surge suggests untapped opportunities for innovation, like integrating influencer marketing, live event streaming, or immersive virtual experiences to engage customers year-round.
Learn more about the digital marketing revolution in haunted attractions. Download the 2024 Haunt Industry Report for FREE.
2. High Rates of Nonprofit Affiliation
Over 53% of haunt owners are affiliated with a nonprofit organization, either by donating a portion of proceeds or through direct ownership. This high rate of community involvement is unusual compared to most industries
In comparison, most other entertainment industries like theme parks, cinemas, or even live theater are driven by corporate ownership or investor profit motives. While these industries may occasionally support charities through campaigns or events, the integration is far less common or structural. In contrast, haunts often emerge from grassroots efforts and depend on their connection to the community, making nonprofit partnerships a natural fit.
Seasonality
The seasonal nature of haunts creates a natural opportunity to collaborate with local charities that may benefit from temporary fundraising efforts.
Low Barriers for Collaboration
Many haunts require significant volunteer efforts, which aligns well with nonprofit missions. For instance, charities often provide volunteer staff, helping haunts reduce overhead costs while the charity benefits from revenue-sharing arrangements.
Shared Themes of Community Impact
Haunts often emphasize storytelling, nostalgia, and communal experiences—values that resonate with nonprofit organizations seeking to foster connections with the public.
Niche Demographics
While larger entertainment industries like amusement parks or cinemas operate in a purely for-profit environment, haunts often rely on more grassroots efforts to survive and thrive. Nonprofit affiliations can help them stand out and engage their core audience more deeply.
Learn more about how haunters give back in the 2024 Haunt Industry Report.
3. Strong Reliance on Ticket Revenue
An overwhelming 67.3% of haunts reported that ticket sales account for 76–100% of their total revenue. Despite this dependency, more than 80% of haunts keep ticket prices at $30 or less, making them an affordable entertainment option. Despite inflation driving up costs across other entertainment sectors, haunts have maintained affordability, which helps attract larger crowds but potentially limits revenue growth.
Flat-Fee Admission Dominates
Nearly two-thirds of haunts (64.7%) charge a flat fee that includes all attractions, simplifying the pricing structure for guests but limiting opportunities for upselling on-site.
Vulnerability to External Factors
With such heavy reliance on ticket sales, haunts face increased financial risk from:
- Inclement weather: Particularly for outdoor haunts, bad weather can lead to lost revenue with no opportunity to recoup.
- Economic downturns: If disposable incomes shrink, attendance could suffer significantly.
- Operational disruptions: Issues like staffing shortages or supply chain delays can also impact the guest experience, reducing revenue potential.
Comparison to Other Entertainment Industries
Unlike haunts, many entertainment businesses diversify their revenue streams. For instance:
- Amusement parks supplement ticket sales with food, merchandise, VIP experiences, and events.
- Movie theaters rely on concessions, which often generate higher profit margins than ticket sales.
- Concerts and festivals capitalize on sponsorships, concessions, merchandise, and premium seating options.
The Opportunity for Diversification
Relying too heavily on a single income source makes haunts highly vulnerable to unpredictable events like bad weather, low attendance, or market competition. By broadening their revenue streams, haunts can build more resilient business models and maximize profitability.
Haunts could reduce their reliance on ticket sales by exploring complementary revenue streams:
- Merchandise Sales:
- Branded apparel, memorabilia, and themed items related to the haunt experience could create additional income while enhancing guest engagement.
- Notably, the report shows that no haunts surveyed listed merchandise as a primary revenue stream, leaving significant room for growth in this area.
- Food & Beverages:
- Creative concessions, such as themed snacks or drinks, could both enhance the customer experience and increase average spend per guest.
- Special Experiences:
- Offering add-ons like VIP tours, behind-the-scenes experiences, or photo ops with actors could appeal to guests willing to pay extra for exclusivity.
- Off-Season Events:
- The report highlights that some haunts are beginning to host off-season events like “Zombie Proms” or holiday-themed attractions. Expanding into year-round offerings could provide additional revenue and stabilize cash flow.
- Sponsorships and Partnerships:
- Partnering with local businesses or brands for event sponsorships could provide additional financial support while increasing marketing reach.
- Digital Innovations:
- Virtual or augmented reality experiences tied to the haunt could attract younger, tech-savvy audiences while creating new monetization opportunities.
Learn more about how haunted attractions make money. Download your FREE copy of the 2024 Haunt Industry Report.
Want More Insights?
The 2024 Haunt Industry Report dives into the biggest challenges haunt owners will face over the coming year. Plus, you’ll learn the most popular crowd management strategies, how many employees work at the average haunt, compare online vs. in-person ticket sales, and MORE.
Download your FREE copy of the 2024 Haunt Industry Report now:
