As Autumn arrives, many theme parks transform into spooky playgrounds for Halloween events, attracting thrill-seekers of all ages. One of the standout Halloween activations in recent years is Hersheypark’s Dark Nights, a chilling experience for those brave enough to enter. But Dark Nights at Hersheypark is more than just an attraction—it reflects a growing trend in the theme park industry: immersive Halloween events.
Hersheypark’s Dark Nights began in 2022, and the event has developed further each year. EPIC Entertainment Group, a producer of themed entertainment, live events, and immersive environments, has played a key role in shaping the park’s eerie transformation. In this article, we explore the growing popularity of Halloween-themed events in attractions, the benefits they bring to parks like Hersheypark, and how EPIC Entertainment’s expertise has helped craft these unforgettable experiences.
Halloween at Hersheypark
Hersheypark, a family theme park in Hershey, Pennsylvania, was founded in 1906 by Milton S. Hershey as a leisure park for the employees of his chocolate factory (now The Hershey Company). It has offered a popular Halloween attraction for more than 30 years.
Based on guest feedback to add scare to its offerings, the park debuted the Dark Nights immersive haunt experience in 2022. The four-acre addition with multiple haunted houses and scare zones represented its most significant investment for a seasonal event.
Brewer Lister, managing director of special events at Hersheypark, says: “Now, our Halloween event truly offers something for everyone, with unique experiences you can only enjoy in The Sweetest Place on Earth during the fall. Thrill seekers and haunt enthusiasts can get scared like never before in five haunted houses and three scare zones as part of Dark Nights. They can also experience lights-out coaster rides during the last hour of Hersheypark Halloween operations.
“Families, especially those with younger kids, also value our diverse ride and entertainment offerings for those who don’t want to be scared,” he adds. “We love to see guests trick-or-treating in their costumes through Treatville, dancing with the Hershey Characters in costume at the Shake, Rattle and Glow Monster Ball and exploring ZooAmerica by flashlight during Creatures of The Night.
“There really is no sweeter place to enjoy candy during Halloween than in Hershey!”
Hersheypark’s Dark Nights
Dark Nights is an immersive haunt experience that spreads its shadows over the Hersheypark landscape every evening at 6 p.m. during the Hersheypark Halloween seasonal event. It offers various intensity levels, starting with three scare zones and increasing with five haunted houses.
Dark Nights caters primarily to an older audience. As Steve Sheldon, co-founder of EPIC Entertainment, explains, the event is designed for “big kids, I would say the 12 and up crowd.” He adds that it gives visitors a chance to experience a completely different side of Hersheypark once the sun goes down.
One of Dark Nights’ key appeals is its value proposition. Unlike many Halloween events that require separate admission tickets, Hersheypark includes Dark Nights with the standard park ticket. According to Sheldon, this allows guests to enjoy “two different park experiences within one day, which is really unique.”
Visitors can enjoy the classic Hersheypark attractions during the day and then transition into the nightmarish world of Dark Nights after sunset.
The growing popularity of Halloween events in theme parks
Halloween-themed events are now a staple in the theme park calendar, with parks worldwide rolling out haunted houses, scare zones, and immersive experiences designed to thrill and entertain. But what has driven this rise in popularity?
For Charity Hill, co-founder of EPIC Entertainment, Halloween events have always been ahead of the curve when it comes to creating immersive experiences. “Halloween events are popular because…they are probably the original, uber-immersive event,” she explains. ” It’s full immersion, and that’s what everybody’s into these days.”
As consumers become more enamoured with stepping into alternate realities, Halloween events provide a perfect blend of escapism and safe thrills. Sheldon describes this as “the opportunity to put themselves in a perceived scary situation, but to know at their core that they’re safe.”
Lister adds: “For us in central Pennsylvania, the fall weather is unbeatable! Couple that with coaster rides, Halloween decor and delicious food, and you have the recipe for a perfect seasonal event. We hear from our guests that they love the opportunity to play by day and fright at night when it’s not so hot out. It continues to be a growing trend in our industry, and we feel Hersheypark Halloween and Dark Nights was the perfect evolution of our seasonal lineup.”
Beyond the escapism and immersion, Halloween events have also tapped into the growing trend of gamification and escapism in society. Hill notes that the rise of gaming platforms like Twitch has created a direct correlation with Halloween events, as gamers seek out real-life experiences that mimic the digital worlds they engage with.
“Things start gamified,” Hill says, “and I also think that you’re seeing a trend in escapism just because of the state of where we are culturally around the world.”
Hersheypark Dark Nights proves to be a hit
Following the success of Dark Nights in its first two seasons, Hersheypark is offering even more operating days in 2024, including Halloween night. Dark Nights is open on select dates between 13 September and 3 November 2024.
“We continue to hear how much [our guests] appreciate the integrated thrill experiences like the haunted houses with unique storylines only found throughout the Park,” says Lister. “In fact, the EPIC Entertainment team visited The Hershey Story Museum and immersed themselves in the stories of Mr. Hershey, specifically his attendance at the 1893 Chicago World’s Fair.”
The legends and lore surrounding the exposition and the collection of artefacts that came to Hershey from the fair provided The Descent’s dark, fictional framework.
“Our seasonal food and beverage offerings also continue to grow in popularity. We benefit from having the Hershey name in our brand and only-in-Hershey thrill offerings during the event, which inspires our incredible team when creating our seasonal menus. Some of our favourite locations include the Butcher Shop, inspired by Auntie Mortem’s Abattoir haunted house, and Reactor Rations near the Fallout Zone scare zone.”
The Chocolatier Restaurant, Bar + Patio has also dusted off the cobwebs for the return of Spirit’s Rooftop Bar:
“Located on the patio, guests can experience the haunted rooftop high above Hershey’s Chocolatetown as they brave their way to the Dark Nights haunted houses or calm their nerves on the way out of Hersheypark with a nocturnal nightcap.”
Some cocktails and small bites, like the Carnevil-tini and Carnevil Wheel, are themed after the Twisted Carnevil haunted house.
EPIC Entertainment’s role in Dark Nights
EPIC Entertainment Group has played a significant role in the creation and evolution of Dark Nights. The collaboration began with the design of haunted houses. Over time, EPIC’s role has expanded, and the firm now handles various responsibilities, including stage management and technical direction, as well as talent recruitment, hiring, management and direction.
“Our partnership began in early 2021 when we were first contemplating the creation of Dark Nights,” says Lister. “Steve and Charity were one of 15 Zoom interviews we held with prospective story partners to develop our inaugural haunted houses. We knew within the first few minutes that these were two people who not only knew Halloween but also knew how to collaborate, and that was our main objective: finding collaborators.
“They flew in to visit the park in early July (when they visited the Hershey Story Museum), and our relationship has blossomed more each year.”
Hill says that EPIC Entertainment’s ability to offer creativity and flexibility makes it a good partner for Hersheypark: “They wanted somebody who had done it before, on a large stage, and successfully.” EPIC’s experience on both the East and West Coasts has allowed it to bring a wealth of knowledge and expertise.
Moreover, EPIC’s nimbleness as a smaller company enables it to provide additional support to the Hersheypark team in the specific areas where it can be most effective/complimentary based on Hersheypark’s internal capabilities, ensuring a smooth, collaborative relationship.
One of EPIC’s core values is developing partnerships rather than simply fulfilling contracts.
Hill emphasises the importance of looking at the end product “from an owner’s perspective” to deliver a product that EPIC would be proud to produce for itself. This holistic approach has been essential in growing the relationship with Hersheypark and ensuring the success of Dark Nights.
What makes a great Halloween event?
Both Hill and Sheldon say that the success of a Halloween event lies in its ability to tell a compelling story. “Many people leap over story and just go for jump scares,” says Hill.
For EPIC, it’s about creating a fully realised world that guests can become a part of, not just a series of frights. This includes immersive queue environments, themed entertainment while waiting, and even in-queue beverage experiences. Hill adds that it’s about curating every aspect of the experience, from food and drink to secret bars within the haunted houses, giving guests “extra time in a secret room inside the world we’ve created.”
At Hersheypark’s Dark Nights, storytelling takes centre stage, and EPIC’s involvement has been instrumental in designing experiences that immerse guests in rich narratives. One key example is the Descent haunted house, which has been part of Dark Nights since its inception.
In addition to the houses, EPIC’s direction of scare actors is crucial in maintaining this narrative thread. Rather than simply delivering jump scares, actors are trained to help move the story forward, creating a more cohesive and engaging experience for guests. Hill also points to other storytelling touchpoints, including character beats, sound design, costumes, and makeup.
“Engaging all of the senses helps to tell a story,” she says, adding that these immersive details elevate the Halloween experience beyond the norm.
Sheldon explains that storytelling also drives repeat visits and guest engagement. “Creating a multi-layered experience that allows people to dive deeper if they so wish keeps them engaged and coming back.”
Beyond the story, Sheldon emphasises the importance of foundational elements such as guest operations, queue management, and overall efficiency. “A lot of times, those things are taken for granted,” he says, adding that Hersheypark’s operational strength ensures that all elements work together seamlessly.
The benefits of Halloween activations
Halloween events like Dark Nights offer theme parks numerous benefits, both operationally and from a guest experience standpoint. For guests, Halloween events provide a unique entertainment form that combines thrills, scares, and immersive storytelling.
“The significant strategic focus to include haunt offerings as part of our seasonal event has allowed us to reach a broader audience of people who are really passionate about the scare space and may not consider a visit during the summer season,” says Lister. “Something unique about our event is that we still offer more than 50 rides for guests, so whether they like thrills on coasters or in haunted houses, we have it all.”
Sheldon also highlights that one of the key benefits for Hersheypark is that it drives dwell time and keeps people engaged for more extended periods in the park, noting that longer stays naturally lead to higher revenue through food, merchandise, and more.
Additionally, Halloween activations help parks extend their operating season. Many regional parks are seasonal, closing during the colder months, but Halloween events bridge the gap from summer to Christmas, keeping parks open and attracting older demographics that might not visit during the regular season.
“The haunt space is a growth area for Hersheypark,” says Lister. “It has allowed our teams to flex their creative muscles, especially in our retail and food and beverage offerings, which has resulted in increased visitation and incremental per-cap spending. Our guests love to come back to try new limited-time offerings while voicing their enthusiasm for familiar favourites.”
Hersheypark Dark Nights 2024
Many new experiences are in store at Hersheypark Dark Nights 2024, with the season already underway. Throughout the seasonal event, guests can experience five haunted houses with all-new and evolved stories containing more creatures, chaos and intensity.
“Our new haunted house, Estate of Evil, features 13 rooms in a spacious mansion where guests are captivated by the meticulous care the live-in waitstaff has taken to preserve the past,” says Lister. “While exploring, guests can envision themselves tending to the enchanting garden, entertaining inside the lively game room, and raising a glass inside the private wine cellar. But, they should be vigilant or suffer the same fate as the previous owners.”
Midways also transform into three scare zones each evening, with the new Darkstone’s Hollow: Battle for Spring Creek and two new sliders joining the popular Decayed Brigade in Midway of Misery. Also new this year is the Avenue of The Afterlife scare-free zone with themed food and drink offerings, pop-up retail and live entertainment.
For 2024, Hersheypark Halloween and Dark Nights feature an elevated food and beverage scene with over 50 scary-good eats, desserts to die for, and spell-binding cocktails. Guests can also take home a piece of Hersheypark Halloween and Dark Nights with event-exclusive merchandise.
With new entertainment elements, elevated costume and makeup designs, and a focus on pushing the boundaries of immersive horror, Dark Nights 2024 is set to be the park’s best Halloween event yet. This is a testament to the power of immersive storytelling and collaboration between a park and an innovative, creative team like EPIC Entertainment.
As the popularity of Halloween events continues to grow across the attractions industry, Hersheypark Dark Nights illustrates how parks can offer guests thrilling, multi-layered experiences that keep them coming back year after year.
