Elvira and Thirteenth Floor Set Los Angeles Haunted Hayride Takeover

It’s been over 4 a long time since Cassandra Peterson first introduced her attractive and sassy alter ego Elvira, Mistress of the Dark to tv screens, placing a bodacious spin on the film mocking horror schtick popularized by Vampira and Sinister Seymour earlier than her. On the traditional 80’s horror sequence Movie Macabre, based mostly in Hollywood, her quip-filled cinematic commentary, campy California lady appeal and distinguished cleavage made her an instantaneous hit, garnering nationwide syndication, a serious movement image and a fiendish fanbase that’s endured to today.

Elvira additionally grew to become the face of Halloween by way of a partnership with Knotts Berry Farm in Buena Park, Calif. that included a thematic stage present and a myriad of merchandising. After a pair hiatuses, Peterson ended her relationship with Knotts for good final yr, however it was removed from a farewell to scary season celebrations for this beloved glamour ghoul.

“I had been with Knotts for so long, it kind of ran its course,” Peterson, 73, tells The Hollywood Reporter throughout an unique Zoom chat saying her model new partnership with Los Angeles Haunted Hayride and its producer Thirteenth Floor Entertainment. “I love Knotts, but I’m really happy to partner with Thirteenth Floor because it was getting kind of repetitive. I’m happy to inject some fresh, new energy into the character and into the things I’m doing. It’s very exciting.”

Launched in 2009 by the Mark Cuban-backed Ten Thirty One Productions, the Hayride was acquired by Thirteenth Floor Entertainment Group — recognized for placing on Halloween occasions throughout the nation — in 2018. Peterson, who used to dwell in Los Feliz, Calif., says she took her daughter to the close by hang-out in Griffith Park yearly. “For me, it’s very special. It’s one of my favorite L.A. attractions at Halloween. I’m thrilled to be affiliated with such a cool event.”

Thirteenth Floor’s CEO and founding companion Chris Stafford, additionally on the Zoom, reveals that Elvira can be injected into the narrative and lore of Haunted Hayride in a mess of the way.

“We kind of reworked the Hayride backstory in 2019,” he explains. “We created the town of Midnight Falls and the interesting thing from a story standpoint, is that it’s perpetually trapped in the 1980s. They’re having their annual Halloween festival and the inhabitants are creepy, kooky and offbeat. It’s sort of horror comedy-themed so Elvira was a natural fit.”

The hayride element, by which visitors pile right into a slow-moving open wagon and roll by means of the depths and darkness of the park filled with chilling sights, freaky props and scare actor encounters, modifications a bit yearly. For 2025, there can be “FM radio-style” audio programming dubbed “Elvira After Dark,” with thematic playlists in between comical commercials because the host guides what visitors will see subsequent.

In addition to the journey, the occasion presents mazes and its hottest, referred to as Trick or Treat, is being renamed “Elvira’s Trick or Treat Mayhem” that includes a facade of her new residence in Midnight Falls. Also, one of many Hayride’s hottest props, its creepy animal skeleton carousel, could have an Elvira-themed overlay that includes her canine Gonk, from the eponymous 1988 movie.

“I’m a child of the ‘80s so Elvira has been a legend to me for many, many years,” Stafford enthuses. “We couldn’t be happier to work with her and her team. We’re trying to breathe some new life into the brand and trying to do some different things because we share a fanbase, especially in the L.A. market.”

An enormous but close-knit group, particularly on the West Coast, darkish tradition fans sit up for October yearly, however lately they don’t restrict themselves to fall. Retailers like Bath & Body Works and Michael’s shops now launch objects for “Summerween” and there’s even a depraved August conference referred to as Midsummer Scream, which Stafford says led to the brand new partnership. The con’s government director and co-founder David Markland is credited with introducing him to Peterson. The duo formally introduced Elvira’s Haunted Hayride alliance and activation plans immediately on the Long Beach occasion.

“The haunt and Halloween fans are just rabid here so I think it’s a great synergy,” Stafford provides. “There will be unique retail opportunities for both of our fans, and experiential opportunities for people to escape from reality a little bit more this Halloween. I think we all need that and that’s part of why it’s as popular as it is.”

Peterson concurs. “Since I started doing things for Halloween back in the dark ages, it has just grown and grown,” she says. ”It doesn’t decelerate. It’s gotten to be such a giant business, it’s encroaching on Christmas in the case of spending cash. And the good factor is, everyone’s purchasing for themselves. It’s virtually like self-care. You purchase issues for your self to put on, have enjoyable and go to events.”

Speaking of commerce, Peterson, who owns the rights to her character, which she created as a part of the Groundlings comedy troupe within the early ‘80s before getting the KHJ-TV (now called KCAL) movie host gig, capitalized on Elvira’s common attraction early on. It turned her right into a multi-million greenback enterprise year-round. From clothes and jewellery to residence decor, Elvira stays an alternate pin-up, standard with film buffs and goth tradition vultures alike.

Thirteenth Floor hopes to benefit from the star’s gross sales potential past the Hayride. “The retail element will involve exclusive merchandise that will only be available at Thirteenth Floor events, about 17 or 18 locations across the nation,” Stafford shares. “These exclusives will reach all across our footprint.”

In addition to new t-shirt designs and retro-style collectables, Peterson says she’s excited a couple of new Elvira apron with a rendering of her well-known low-cut black gown out there as a part of Thirteenth Floor’s unique “Baker’s Bundle” (that includes her new cookbook and different goodies).

“It’s really cute if you need a fast costume — just slap it on and you’re good to go,” she says, including that Elvira’s Cookbook From Hell (Hatchette), can be out worldwide in September. Featuring fearsome food and drinks recipes alongside eerie entertaining concepts, it follows up her 2021 New York Times best-selling memoir, Yours Cruelly, Elvira.

Though Peterson gained’t be there within the flesh each night, she is scheduled to attend Haunted Hayride’s media night time in September and her spirit can be totally built-in into the expertise. As the Thirteenth Floor workforce completes planning, Stafford doesn’t wish to give every little thing away, however he assures, “there will be a lot of different creative ways to interact with her.”

“Elvira has become a character that kind of transcends me,” says Peterson reflecting on the cultural affect of the fearsome femme. “Her image has become a part of Halloween. It’s a little like Santa Claus is to Christmas, so it’s something that can continue for years and years and years.”