We Have Association

This year's Halloween convention will go down as a milestone for scary people around the world! On Friday, March 13 (a very appropriate date!) interested haunters from across the country gathered at the Holiday Inn in Chicago to discuss the formation of an association for the Haunted Attraction Industry. As a result of that get together, hosted, moderated and paid for by our own Leonard Pickel, the dream of an Association for the Haunted Attraction industry became a reality.

In a deliberate attempt not to anger Transworld, the convention company, talk of the planned meeting was squelched during the all day haunted seminar on Thursday. Notices were mailed out prior to the show, and invitations were handed out all day Friday at the Haunted Attraction Magazine booth. "I did not know whether ten people or five hundred would show up," explained Mr. Pickel, "The room I rented would only hold about thirty." It was not long before it was obvious that this room was way too small and the search for a larger space was on. People were seen walking through the Holiday Inn carrying chairs, looking for a place to meet. The Holiday Inn staff quickly found an available ballroom and the delegates socialized in the hallway while chairs were set up. "They just kept bringing in chairs, and kept bringing in chairs," recalled Leonard, "the turnout was phenomenal". After all was said and done, over 130 haunters of every level filled the ballroom.

After everyone settled down, Pickel called the meeting to order, and after a brief introduction he stated, "We are not going to debate, tonight, if we should have an association or not. But if we were going to create the perfect association for our industry, what would it look like?" With a clean sheet of paper, he charged the group with the one common goal that each person in the room had - how to get more people to your door! Pickel then opened up the floor for discussion. The consensus of opinion seemed to be that there was a need to further open the lines of COMUNICATION within the industry!

After asking to be recognized, Joe Jensen said, "I make a motion that we, here today, form an association based ONLY on the foundation of opening up the lines of communication between each other." The motion was seconded, and the floor was opened up for discussion. There were various debates on the pros and cons of several issues, some on topic, and some slightly off. Rich Hanf expressed his concerns that any association would bring unwanted attention to our industry and bring the government down on us. Larry Kirchner expressed his concerns that this association will someday be telling us what to do. Thankfully, almost everyone respected the 'rules of order' which kept the very lively discussion on track and focused on the task at hand. The discussion was closed, and a vote was taken. The results were a landslide! One person abstained, and only one person voted against the motion. One hundred and fourteen votes FOR the formation of an association for the Haunted Attraction Industry. "I stood there in shock," recalled Pickel, "I said congratulations we have an association!"

Requesting a show of hands Pickel then asked the group, "How many of you (the attendees) would be willing to roll the dice on $50 dues to get the association started? $100? $200? Well, it looks like the $50's have it!" The next subject discussed was who would be allowed to join the association. A second motion was made that the organization be for Haunted Attraction operators only, and the motion was seconded. Discussion followed and a very close vote narrowly defeated the motion. Then Jay Corn motioned that "Anyone who paid their $50 dues would be allowed to join." Again there was a second, discussion and a vote. The motion was carried!

Gene Braden, was recognized and he asked the crowd "Who in this room has the time to devote to forming this association?" No hands were raised, so he asked again, "No, really, who has some spare time that they could devote to get this off the ground?" Slowly, hand after hand went up and Pickel asked all of them to come forward and sign up as a volunteer of the formation board of the new association. By this time, it was getting late and everyone was exhausted from the long day, so Pickel thanked everyone for coming, congratulated them again and adjourned the meeting.

All in all, 18 people volunteered to spend some time and help get the organization off the ground. The board consists of a wide cross-section of the haunting industry, including owners of both large and small haunted houses, both for profit and not for profit, a haunted hay ride owner and an industry vendor, as well as independent designers, artists, writers, and an actor/costumer. "We were lucky", said Pickel, "The board is a very fair representation of the diversity of the haunting industry." Each board member has an equal voice in how the association will proceed to serve its members. Drew Hunter was appointed interim chairman with Ernie Romegialli as co-chairman to lead the startup effort. Tim Harkleroad and Oliver Holler will develop an association newsletter to keep everyone informed about the association's progress.

Two meetings of the new board were held before everyone left the show. At the end of the second meeting after the chairmen were in place, Leonard Pickel handed over the reins to the volunteer board, and stepped out of the moderator position. His task for the last year was to try and get an association off the ground. Having this goal completed, he stepped out of the spotlight as promised.

Since the convention, there has been constant communication between the board members. After a long discussion, a name was chosen, the International Association of Haunted Attractions (IAHA), which carries the responsibility to fairly represent the needs of all haunted attractions everywhere. A mission statement has been hammered out as well: "Assisting and advancing the Fright Entertainment industry through communication, education and information." How could anyone disagree with that? The next task will be completing the incorporation process and writing the bylaws - all of which must be done before any dues can be collected.

With the implementation of an association to represent our industry, the next few years will be very exciting for haunted attractions everywhere. There is no doubt that this meeting will be talked about for a long time to come. There will be more information coming in the next few months about the progress of the startup, on membership details, and how to participate in this effort. Be assured that once everything is in place, you will be contacted to join.

For more information you can contact Drew Hunter via email at: hch@mcione.com Or by mail at: 2970 Tall Pine Lane West #3, Jacksonville, FL 32277 and phone (904) 744-3414.Board Member Photo left to right.Front row: Ernie Romegialli, Dusti Lewars, Daniel Hornbeck, Oliver Holler, JB Corn, Cliff Martin, Jim Terebus, Aven Warren, James Shearer (not shown) Back row: Renee Spahr, Tim Harkleroad, Pete Karlowicz, Drew Edward Hunter, Gene Braden, Michael Jubie, Billy Messina, Bob Turner, Ed Marks, Leonard Pickel

First Timers Impressions of Transworld 1998

by: Dusti Lewars

Imagine walking into a huge convention center split into two sections. On your left is the "Party Show" - hundreds of booths filled with various sorts of party supplies. And on your right, even more booths all devoted to Halloween. Everything from key chains for a gag shop to huge automated creatures for big budget Haunted Attractions. Over 1500 booths filled the hall with an amazing amount of material, ideas and contact opportunities.

Transworld 1998 was preceded on Thursday, March 12, with a series of seminars focused on the haunted entertainment business. It's a neat idea, but to my mind it had two flaws. One is the price, which has gone up every year from $230 in 1996 to $280 this year. As a person involved with the running of a haunted house, my initial desire to go to the convention was to attend these seminars. The cost, unfortunately, kept me out.

The second flaw, in my opinion, was in the topics of the seminars. I was primarily interested in promotion, actor management, and the practicalities of running an established haunted house; I found little in the day's itinerary that interested or applied to me. Comments I heard at the end of the day from those who attended the talks echoed my own disappointment.

On the up side, there where sixty free seminars and demonstrations scheduled throughout the weekend. Topics were varied enough to include just about everyone - retailers, haunted attraction owners, and actors alike. Transworld deserves praise for a job well done in this arena. The chances for exposure, networking and education were appreciated.

The convention itself took up much of my time. Starting at 9:00AM each day and stopping around 2:00PM, it was Sunday before I finished seeing the Halloween portion of the show. To get more than a glance at the Party area, I would have needed to stay one more day than I did. The sheer amount of product to observe was astounding! Due to the number of booths and the quality of discussions and demonstrations, I would strongly recommend to anyone planning to attend next year, that you schedule plenty of time so you can see and do everything offered. Wear comfortable shoes and bring lots of business cards. Nearly all of the vendors have catalogs and flyers to give away, but they ask for a card in exchange, so come prepared.

What exactly was offered, you ask? Aisles and aisles filled with costumes, both beautiful period outfits, trend-inspired pieces, and traditional garbs. Grand illusions such as walk-through tunnels that made you feel like you were spinning out of control; Jacob's Ladders and lightning machines shooting out controlled electricity, pop-ups and animations of all kinds. There was a huge sleeping troll-like creation that upon being awakened, stirred, took a breath, stood, and vocalized his displeasure to the amazed crowds. And there was the "Dark Zone", a section devoid of light and devoted to things that go bump in the night including mini haunted walk-throughs, fog machines, lighting effects and more. All of these creations were operating for convention attendees to experience and observe in their "natural" environment.

Friday night, Transworld held a Halloween costume show called "Friday the 13th Fantasy Fashions." Despite a lack of horror-oriented costumes, the show was fun to watch, and included adults, children, and even a dog model! My only complaint was the catering or lack thereof. Hungry conventioneers hovered around barren warmer trays with empty plates waiting for food to be brought out of the kitchen. I found myself feeling a little like the orphan Oliver, bowl extended, looking and hoping for "more sir, I would like some more."

There was one other social affair, in connection with the convention, that was planned for Saturday. This party was hosted by Rubies Costumes and was by invitation only. Not being invited to this event, all I can comment on is the crowd that gathered to wait for the doors to open - which was significant!

Not all of the socializing at Transworld was limited to convention-planned events. For example, several groups of Halloween enthusiasts made treks out to visit Raven's Grin Inn, a year round haunted attraction in not so nearby Mt. Carroll, Illinois. My group went on Thursday night and very little would have initially convinced me that the 2 1/2-hour drive could possibly be worth it. Once there, however, my opinion changed dramatically, to the point where I would say that no trip to Chicago and its environs is complete without seeing Jim Warfield's mad cap creation. The tour through his truly haunted home lasts from one to two hours and defies description. I have yet to find words that do Raven's Grin justice; you must experience it for yourself.

Another non-Transworld-sponsored event that enhanced the trip significantly for me was an informal meeting of a handful of members of the Halloween-L mailing list. This non-professional chat group communicates across the country through the medium of Email. The opportunity to put email names together with their owner's faces was thoroughly enjoyable.

It seemed that everywhere I looked, Halloween people were greeting, mixing, networking and having a good time. I learned more during these impromptu conversations than I knew there was to learn. Everyone I met was so nice and excited about what they do.

Over a week after my return from Chicago, my suitcase remains clogged with catalogs and other information gathered at Transworld 1998. I've yet to fully absorb all the images and possibilities from that single weekend. But I'm already looking forward to next March!

Dusti Lewars haunts with Skeletons In My Closet Productions in Philadelphia, Pennsylvania. She is both a lead actor, and in charge of costuming for Grisly Gothic Gables, the company's main Haunted Attraction. She can be reached via Email at: elionwyr@onix.com

Focusing the Media Spotlight on Your Event

by: Cydney Neil

Cydney Neil is the owner/operator of the Rocky Point Haunted Houses in Salt Lake City, Utah and is a consultant in the haunted house industry. Please forward comments or questions to cydneyneil@aol.com.

Wait! Don't Leave!</</P>

by: Cliff Martin

Watching frustrated guests leave your waiting line before they buy a ticket is a very distressing experience. You have lost them before you even get a chance. But what can you do to keep your guests from leaving? Offer lower prices? Get guard dogs? Hire bouncers? Give away lizards? These methods might work, but short of these drastic measures, there may be some other options available. There are many possible ways to keep your guests in line, ready to go through your show.

Get a Pro

Hiring a professional entertainer or celebrity to entertain guests waiting to enter has many benefits. They know how to keep your audience interested and entertained. Your event benefits from the increased publicity exposure. Your guests perceive a better value for the entertainment dollar.

There are many kinds of professionals to work with. Almost any kind of entertainer that targets the same target audience that you do should work well.

• Magicians are a favorite for haunted events. Magic and haunted attractions have a natural connection. Close-up magic is great to entertain small groups of guests while they wait. Occasional large, theatrical magic shows can entertain the entire line.
• Stand-up comedians add a unique twist. Laughter eases tension, lets their guard down and actually makes it easier to scare your guests once they enter your attraction.
• Well-known celebrities are often hired to meet your guests, sign autographs, get photos taken, and act as a spokesperson to the media.
• Some larger haunts produce their own shows including precision chainsaw marching, ghoulish DJs, 'Thriller' dances, and even hire rock bands to entertain waiting lines.

Professional entertainers expect and require a well-defined area to perform in or sign autographs. This may include roped-off areas, stages, tables, chairs, and break areas. The entertainer will also need, food and drinks, and additional security to ensure you get their best performance. Often, professional entertainers work through a talent agency or manager. Working through an agency is more expensive; you get a better quality act and a wider selection of potential artists. Agencies also offer access to multiple entertainers, and can often supply an emergency replacement in the event your entertainer cannot appear.

Do your homework and choose wisely when you hire an entertainer. Ask for a publicity package from the potential entertainer. This package should include sufficient information to help you make a decision, including photographs, a short history, and references. Carefully evaluate your needs verses the additional expense of the professional. You may get great publicity, keep an extra hundred guests in line, and gain a few hundred more - and end up with a net loss for all the extra work!

Finding the right person who 'fits' the style of your event is key to getting the most from your investment. Ask the agency for a copy of their contract to define terms of employment, payment, restrictions, penalties, and any additional requirements for the artist's performance. Get a listing of appearances for your prospective entertainer. Audition their show in person, ask for a video presentation of their recent act and call their references.

Once you choose an entertainer, get maximum advantage for your event. Use the opportunity to improve your advertising and marketing. Arrange some advertising time highlighting your entertainer. Get publicity photos of the entertainers working at your event with guests, your staff, and yourself. These photos are useful for all sorts of publicity, advertising and marketing for this year and for years to come.

Working with professional entertainers is very rewarding and can mean additional revenue for your haunt. Proceed slowly and carefully and know the risks, costs, and benefits before committing your budget dollars.

Use Video

Setup video cameras in the haunt and show guests who are waiting in line the fright they are about to experience. Choose the location of the camera carefully. Pick a good scare. Do not show the scare itself, but carefully place the camera to show the guest's reaction to the scare, without giving away its location. Use black and white cameras instead of color cameras. They are smaller, less expensive, and more sensitive to low light levels.

Add a video recorder to capture your guest's reactions for your cast party at the end of the show and as footage for your promotional tape. Remember to post a disclaimer that you are video taping your guests. You can also use recorded video clips of guest reactions to play for guests in line. Recorded video can be just as exciting as live video when used this way. You can also add clips of old monster movie trailers, or excerpts from movies, but be sure to check on copyright restrictions. You may be required to pay a licensing fee!

You can use as many cameras, VCRs, and TVs as your budget allows. Remember: as complexity goes up, so do the hassles and failures. You need to watch for loose cables that guests or staff may trip over or grab. Watch for cable distances and signal loss, adequate power outlets and their location. Be sure to use sturdy mounts for the cameras, VCRs, and TVs. Have sufficient tapes on hand, and have someone to change (and label) them. And don't forget security to ensure nothing 'grows legs and walks off'.

Like hiring professional entertainers, using video can be very rewarding, but be sure to develop a plan. Include costs of the equipment, cables, tapes, and personnel - everything that is related to the video. Draw a floor plan and locate every piece of equipment, the direction and placement of cameras, the cable runs and their length, safety and security measures. This planning will help you discover possible problems before opening night!

Use Music

Another option is music. Choose a volume level and style that fits in with the theme of your haunt. Loud rock music may not necessarily fit with a classic Victorian haunted house. Alternately, moderate spooky sounds may not work with an alien invasion. In either case, you need to put together a sound system capable of reliably reproducing the desired music accurately at the desired volume level. You can play music you created yourself, or use pre-recorded music.

Don't rule out recording your own sounds to add to the background music. You'll be surprised at how many sounds are around you which work in a haunt. You don't need expensive, elaborate equipment to record your own sounds, just a good tape recorder, microphone, tapes, headphones and imagination.

Appropriate pre-recorded music is available anywhere that sells music. Blockbuster, Best Buy, K-Mart, Wal-Mart, discount/close-out bins, yard sales, flea markets, catalogs are all great sources. If you use prerecorded sounds, you may have to get releases from BMI or ASCAP. The cost of this is reasonable and it gives you a lot of flexibility. While the penalties, on the other hand, can be severe.

Use Yourself!

Working the line yourself is always an option that is well within your budget. Depending on you or your staff's skills, you have untapped talent willing to entertain the crowd.

• If you or one of your staff can perform simple close-up magic, a few tricks used occasionally, will help keep guests interested.
• Telling a story about the history or background of the haunt appeals to the guests and sparks their interest to see what's inside. The more drama you include in your presentation will help build the mood. We have had guests argue over the details of our story!
• Have an actor posing as a guest, burst out of the house screaming. Add torn clothing and a very ragged appearance to increase the effect. Overdone theatrics will add a bit of humor to the entertainment. Staff members can catch the 'escapee' and drag them back inside "Hey, you haven't seen the really scary stuff, yet!"
• Plant a 'shill' (an actor posing as a guest) in the waiting line. Sometime later, a monster bursts from the house, grabs the 'guest' and drags them kicking and screaming into the house.

End of the line

The real test of how successful your line entertaining has worked is to ask two questions of your guests as they enter the haunt: "Have you minded the wait in line?" and "About how long have you waited?" Positive responses are good, of course, but you may learn more from a negative response! If you get one, dig deeper. "What would you do differently?", "Would some kind of entertainment help the wait?" "What kind?" "What would you like?" etc. Listening to your guests will help you improve your event every year. I am always interested to hear how you keep your guests 'in line' and buying tickets. Drop me a note and share your experiences.

Cliff Martin is owner of Myth Adventures in Pilot Mountain, North Carolina He can be reached via Email at: cliff@startle.com