How Halloween is Transforming the Theme Park Industry: Disney, Six Flags, and Universal Studios Lead the Charge
By Danielle Broadway
Halloween Mania Hits U.S. Theme Parks Early: Disney, Six Flags, and Universal Studios Cash In
LOS ANGELES (Multibagger) - Halloween has arrived earlier than ever at major U.S. theme parks, as leading operators like Disney, Six Flags, and Universal Studios look to capitalize on the growing enthusiasm for spooky costumes and scares.
Starting as early as August, theme parks have rolled out a variety of Halloween-themed attractions, live performances, merchandise, and specially curated food and beverages. This strategic move comes at a time when domestic theme park attendance has seen a dip following a post-COVID surge.
Driving Factors Behind the Early Halloween Push
Edithann Ramey, Chief Marketing Officer at Six Flags, revealed to Multibagger that introducing Halloween-themed attractions based on popular horror films like "SAW" and "The Conjuring" led to a noticeable uptick in both attendance and guest spending in 2023.
"It's become this time of the year that's grown in explosive ways," Ramey noted. "It's become a billion-dollar industry in the last five years."
Jakob Wahl, Chief Executive of the International Association of Amusement Parks and Attractions, echoed this sentiment, stating that Halloween has become one of the strongest selling points for parks catering to young people and families. "We actually see growth every year in terms of Halloween events, not only in North America but across the world," Wahl said.
August Halloween Offerings
Walt Disney's parks kicked off the Halloween season earlier than ever this year with “Mickey’s Not So Scary Party” starting on August 9 and running through the end of October. The Oogie Boogie Bash, named after the "Nightmare Before Christmas" villain, sold out in just 11 days. This overwhelming demand prompted Disney to move up the release date to August 25 from September 5.
"We've seen from our guests in years past that there's a demand for them to come and enjoy that Halloween season with us," said Tracy Halas, Creative Director of Disney Live Entertainment.
Six Flags also launched its Halloween season early, starting on September 14, with a new experience called “Saw: Legacy of Terror” to celebrate the 20th anniversary of the “SAW” horror movie franchise. Following an $8 billion merger with Cedar Fair, creating the nation’s largest amusement park operator with 42 parks across 17 states, Six Flags is doubling down on Halloween investments. This includes Hollywood-themed experiences like “Stranger Things,” “Texas Chainsaw Massacre,” and “The Conjuring.”
Comcast-owned Universal Studios' 2024 Halloween Horror Nights in Orlando will run from August 30 to November 3, marking their longest season ever. Universal is adding a “Ghostbusters: Frozen Empire” haunted house and the first attraction inspired by the horror franchise “A Quiet Place.” Universal Studios Japan is also stepping up their game with a new 4D show in collaboration with the anime series “Chainsaw Man.”
Both Universal Orlando and Japan will feature cast members dressed as antagonists called Death Eaters to haunt Diagon Alley during Horror Nights. Disney villain Cruella de Vil hosted a “Let’s Get Wicked” celebration at Hong Kong Disneyland in 2022, which received an industry award and will return this year.
Breaking Down the Impact
So, what does all this mean for you?
- Theme Park Revenue Growth: The early Halloween push is a strategic move to boost theme park attendance and revenue during a traditionally slower period. This could mean more employment opportunities and economic benefits in the regions where these parks operate.
- Consumer Experience: Visitors get more bang for their buck with extended Halloween festivities, offering more time to enjoy exclusive themed attractions and events.
- Investment Opportunities: Companies like Disney, Six Flags, and Comcast (Universal Studios' parent company) are likely to see positive financial impacts from these moves. Investors should keep an eye on quarterly earnings reports from these companies for potential growth.
- Market Trends: The success of these early Halloween events could set a precedent for other entertainment sectors, encouraging them to innovate and extend their seasonal offerings.
By understanding these dynamics, even the least financially savvy individuals can see how these early Halloween festivities are more than just fun—they are a calculated strategy to drive economic growth and consumer engagement.