Best Practices and up to the minute news on Customer Experience Management and Service Excellence
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Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Halloween is upon us, bringing another exciting opportunity to build brand buzz. As a seasoned performing arts director, I thought I’d share some insider information to help any business transform its space into a spooky guest adventure!
My 15-plus years of professional theatre experience have taught me much about storytelling – especially on a budget.
From building sets to final bows and everything in between, there are a lot of details to consider: You’ll have to source materials like wood, foamcore, and fabric – and bring your setting to life. Then there are the performers: What dialogue will they say? What movements do they do? You’ll also need to assemble a technical team so things run smoothly backstage.
Is all of this effort worth producing your very own be-witching Halloween event? I say yes!
Every show I’ve directed has resulted in palpable electricity from the audience because no matter how much we bury ourselves in our screens, people love a live show. Imagine how your guests will feel as they experience your property like never before.
Hosting a Halloween-themed event, such as a haunted house or a murder mystery dinner service, can transform your space into a spine-tingling attraction that guests will remember long after the holiday season ends. The best part? Putting it together isn’t as overwhelming as you might think.
Here’s a comprehensive, behind-the-scenes guide that simplifies production planning so your business can capitalize on all the Halloween fun!
The first step in planning your Halloween event is choosing the date. While Halloween itself is an obvious choice, consider hosting your event on weekends leading up to the 31st – and even through the beginning of November – to maximize attendance. An extended run, such as from mid-October through the end of the month, allows for more flexibility in guest scheduling.
Evaluate your property to determine where the event will take place. Onsite options might include a dining room, a ballroom, or even an outdoor area if weather permits. Are you expecting a crowd larger than your property allows? Consider offsite venues like local theaters, community centers, or even warehouses.
It’s crucial to remember operational staff and maintain safety standards.
Decide on the experience that best suits your venue and target audience. Think about the age range of your clientele. Popular options include:
Once you’ve decided on the structure of your show, write a story to go with your theme! Develop something that resonates with your audience while considering what you can afford to execute. Consider working your brand into the story!
Create a narrative with intriguing characters and plot twists. The more engaging the theme, the more memorable the experience. When in doubt, choose quality and familiarity over a far-reaching idea you’re unsure you can pull off.
For an immersive experience, you may want to hire professional actors or entertainers who specialize in Halloween-themed performances. They can bring your story to life more impactfully than working with untrained amateurs, and they may even provide their own costumes and makeup. If budget is an issue, consider enlisting local drama students or community theater groups.
If budget is a big issue, you can still pull off a fantastic event by assigning roles and responsibilities to your in-house staff. Using your team members can be cost-effective in personalizing the experience and fostering team spirit. You can also enlist friends and family to volunteer their time.
Train your staff thoroughly on their roles, ensuring they understand the event’s theme and how to interact with guests. You may need to schedule a few rehearsals before the big show. Your performers’ dedication is essential to making Halloween magic.
The most critical element of set design is the details. You can stretch your budget further by paying attention to small things like writing secret glow-in-the-dark messages, painting intricate artwork, and covering up areas that don’t mesh with your theme. Lighting, sound effects, and a trip to the local craft store can do a lot!
For a haunted house, this might involve collecting props like cobwebs, skeleton bones, and a small fog machine. For a murder mystery, focus on period-specific decor that complements the storyline. Use sound effects, lighting, and music to build the atmosphere.
Invest in high-quality costumes and makeup to enhance the authenticity of your event. Remember, this may not be necessary if you hire professional actors who provide their own materials – make sure those details are in the contract!
Keep behind-the-scenes crew dressed in black, and remind employees to keep their phones away. (Nothing ruins a show set in the 1920s like someone scrolling through unread emails.)
Develop a menu that complements the theme of your event. For a murder mystery dinner, create a themed meal with creative names and a presentation. For a haunted house, consider offering themed snacks and beverages that align with the spooky atmosphere. You know what I’m talking about – spaghetti “worms,” “blood” sauce, grape “eyeballs,” a chocolate cookie “dirt” graveyard, etc.
You can also increase revenue by selling Halloween-themed merchandise. Custom design whatever you can with your logo so guests get the full effect — and you get the full benefits of promoting your brand!
Set up a dedicated sales area where guests can purchase souvenirs to remember their experience. Make sure it doesn’t impede the actual interactive experience. This booth or station should be a separate component of the interactive performance.
Engage with local communities by partnering with schools, clubs, or organizations. Use flyers, posters, and community boards to spread the word about your event. Consider offering group discounts to attract larger parties or organizations.
Leverage social media platforms to create buzz around your event. Share behind-the-scenes content, teaser videos, and countdowns to build anticipation. To reach potential guests, you can use targeted ads on platforms like Facebook (Meta) and Instagram. Create a dedicated event page with all the details, including dates, ticket prices, and a booking link.
Send out newsletters to your existing customer base, highlighting the unique aspects of your Halloween event and offering exclusive early-bird discounts.
On the day of the event, ensure that all staff and actors are well-prepared and briefed. Conduct a final walkthrough to ensure everything is in place and that all technical aspects function correctly.
Have safety monitors on standby with first aid kits. Train these staff members to look for anyone needing assistance and report emergencies at the first sign of trouble. If you think there will be a big turnout, consider hiring security from an outside vendor.
One essential aspect of executing your event is its accessibility. Of course, this should come into play early in the planning phase. However, I make special note of it here because if you don’t have the right resources to oversee an accessible experience, it can be a big misstep.
Ensure staff members are well-trained to interact with guests who require special assistance. If your guests encounter stairs in their guided path, provide an alternate route with a ramp. If your event carries across multiple floors, ensure elevators are operational.
Accessibility is a MUST, allowing inclusion and enjoyment for ALL.
After the event, collect feedback from guests. Use surveys, social media comments, and direct feedback to make next year’s event even more spectacular!
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