Trick or Treat?!
Halloween season is upon us and shrewd amusement venue operators are set to maximise their returns as consumers seek a ‘frightfully’ good time, writes Adrian Lennox
OVER recent years, increasingly sophisticated consumers in the western world have become increasingly vocal when it comes to what is perceived as a cynical move on retailers’ behalf, as corporations ruthlessly exploit the marketing possibilities brought about by various public holidays and cultural celebrations. While key annual events such as Christmas and Easter continue to act as valid and important cornerstones throughout the year, many have expressed indignation when it comes to supermarkets filling up their aisles with gifts and branded merchandise, well ahead - sometimes months ahead - of the events themselves. Moreover, the true purpose behind the more peripheral celebrations such as Valentine’s Day and Mother’s Day are often seen as having become lost amid the incessant, aggressive marketing techniques of manufacturers and retailers. The world theme park and attractions industry, however, finds itself in a unique position when it comes to special events. Often located well away from the high street, destination leisure venues are, in many ways, immune from the cynical glare of increasingly cash-strapped consumers who feel the retail sector is simply out to
squeeze as much disposable income from them as possible. This, combined with the big budgets of many theme parks and the fact that the most successful venues never do things by halves, has helped consumers to reclaim the fundamental meaning behind key events and celebrations. Where a discount store may begin blaring out Christmas songs in early October, a major theme park will put on an impressive fireworks display and obtain the services of meet-and-greet characters, much to the delight of families. Where a greetings card shop may stack an ever-increasingly expensive and gaudy range of Valentine’s cards, leisure resorts will promote romantic getaways, with special dinner-for-two offers in their plush restaurants. The contentious debate surrounding consumerism
and public holidays raises its head throughout the year. However, it is never more hotly discussed than in the small window between summer and winter - specifically, Halloween. Halloween is an annual holiday observed on October 31, which - as all westerners are aware - commonly includes activities such as trick- or-treating, attending costume parties, carving jack-o’-lanterns, bonfires, apple bobbing, visiting haunted attractions, playing jokes, telling scary stories and watching horror films. The event has been traced back to the Celtic festival
of Samhain, the original of which spelling was Samuin, meaning ‘sow-in.’ The name of the festival historically kept by the Gaels in the British isles is derived from Old Irish and means, roughly, ‘summer’s end.’ The word Halloween is first attested in the 16th century
and represents a Scottish variant of the fuller All-Hallows- Even - that is, the night before All Hallows Day. The imagery of Halloween is derived from many sources,
including national customs, works of Gothic and horror literature and classic horror films. Among the earliest works
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