I remember back when Knott’s Scary Farm broke the mold of haunted attractions with “Trapped” and then scaling back to “Skeleton Key” rooms. These add on experiences gave victims… err… I mean guests something they hadn’t had before… interactivity and often, choice.
Knott’s has always set the gold standard for Halloween haunts and as we slowly move deeper and deeper into that darkened woods of the Halloween Season, I wanted to address the lack of choice in most Haunted Attractions. To address this, I find the best parallel is with modern video games.
Arguably the most engaging and interactive games of recent years are using the concept of Open World environments. Meaning you have missions and goals but also the ability (within reason) to make your own choices about what you will do next or even to do nothing but ride around on a horse and avoid snakes (I am looking at you Red Dead Redemption). Giving the player (or guest) choice means a more engaging experience and repeatability. This may be the reason that Escape Rooms have also seen a huge increase in attendance. Guests demand challenge and choice.
That is not to say that current Haunted Attractions are showing any sign of slowing down in attendance this Halloween Season, but the same old tried and true tricks are waning slowly and need more and more updates. Yes, we are adding in more tech (screens, projections etc.), but is that enough? A truly untapped market is the option of choice. Coming back to Knott’s; I remember being surprised by 1 voodoo inspired maze during the “Skeleton key” phase, where I was marked on the forehead and then given multiple paths to follow. Due to theming and Cast Member interaction, it made it hard to say whether the path I chose was intended or if I had a choice, but the option felt like I had chosen and as such, was much more engaging.
During the “Trapped” phase at Knott’s the choice for guests was even more simple; Stay and Endure or say boysenberry and chicken out. For most this is not even a choice due to curiosity, pressure of the pre-paid experience and of course, peer pressure. Do what is required, figure out the puzzle, push yourself or… walk away. While I cannot comment on the financial sustainability of these projects, what I can say is that I was truly disappointed to learn they would not be continuing with them, as were many other guests. This showcases the desire of most guess to want more psychologically engaging installations and experiences.
This can also be translated into the sphere of museums and other permanent LBE installations. Give guests choices and paths to follow. Don’t just show them how the dinosaurs were impacted by a huge meteor crash; let them choose to be the dinosaur, or the meteor. Show the impact both have from their POV and what it would be like if it happened again. This is how we are engaged and learn and experience. Make it fun and tactile. Make it different. Take your installation of the rails and make it an open world, or at least… trick them into thinking they have a choice.