Unexpectedly, Valleyscare, the beloved Halloween haunt located at Valleyfair Amusement Park, significantly changed its approach to fright. In an attempt to cater to families with young children, and by popular demand, the event introduced a series of less intimidating attractions. However, this decision showed more trick than it did treat. There was a noticeable plummet in attendance, prompting a return to its scary roots in 2024.
For years, Valleyscare has built its reputation as one of Minnesota’s premier Halloween attractions, featuring elaborate haunted houses, live performances, and interactive scares performed by actors that draw in crowds from across the state. In 2023, with a strange desire to create a more inclusive environment for a younger audience, Valleyscare management opted to tone down the terror. The park replaced its traditional haunting elements with more kid-friendly animations, aiming to offer kids and families a “not-so-scary” experience. “I went last year and I definitely saw what they were trying to do with making the attractions more family-friendly, but for me, it just took all the fun out of it,” junior Luci Barranco said.
This strategy, however, backfired. Visitor numbers dropped significantly, and many long-time Valleyscare fans expressed their disappointment over the lack of traditional scares. People seeking a thrilling experience found themselves disillusioned, and social media was filled with critiques of the park’s softer approach. As the 2023 Valleyscare season closed, they saw a substantial decrease in ticket sales and attendance. According to park officials, overall revenue dropped by a whopping 30%. This made it clear that customers missed the classic frights that made Valleyscare so popular. “I didn’t go last year but I’ve been in the previous years. I thought that there was no point in spending money on something that is supposed to be scary for Halloween that was made for little kids,” sophomore Abby Silverman said.
In quick response, the management team initiated a strategic pivot for 2024. This year, not surprisingly, Valleyscare has returned to its roots, reinstating its signature haunted houses and scare zones. The shift back to a scarier format has been met with enthusiasm amongst die-hard Valleyscare fans and newcomers eager to experience the thrills Valleyscare has to offer. The opening weekend alone saw a huge surge in attendance, with long lines forming outside of haunted attractions. Many people who stayed away last year were eager to return to embrace the chills and thrills of Valleyscare. “If you’re paying $40 to go to Valleyscare and you could pay $40 for Valleyfair which isn’t scary, I think it’s better to have it scarier because thats what people are going to be looking for during Halloween,” Silverman said.