Cassandra Peterson, beloved for her iconic alter ego Elvira, Mistress of the Dark, is set to bring fresh energy to Halloween celebrations with a new partnership with Thirteenth Floor Entertainment, focusing on the Los Angeles Haunted Hayride.
This announcement marks a significant shift for Peterson, who had spent years with Knotts Berry Farm in Buena Park, California, showcasing her spooky charm during Halloween events.
“I had been with Knotts for so long, it kind of ran its course,” Peterson stated in an exclusive conversation with The Hollywood Reporter, explaining her excitement about the new venture with Thirteenth Floor Entertainment.
Founded in 2009 and acquired by Thirteenth Floor in 2018, the Haunted Hayride in Griffith Park is one of Peterson’s favorite annual attractions, making her partnership with the event particularly special.
The Haunted Hayride’s narrative, set in a fictional town called Midnight Falls, features a quirky cast of characters and captures the eerie essence of the 1980s, making Elvira a fitting addition to its theme.
Chris Stafford, CEO of Thirteenth Floor, emphasized that the experience would creatively incorporate Elvira into the Hayride’s storyline, enhancing the overall atmosphere of the event.
Stafford revealed that the 2025 iteration of the Hayride will introduce an “FM radio-style” audio experience titled “Elvira After Dark,” featuring thematic music playlists and humorous commercials, narrated by Elvira herself.
Guests will also encounter new attractions, including the revamped Trick or Treat maze, which will now be called “Elvira’s Trick or Treat Mayhem,” complete with a façade reflecting Elvira’s Midnight Falls residence.
In a delightful twist, one of the event’s signature props, an eerie animal skeleton carousel, will receive an Elvira-themed overlay featuring Gonk, her dog from the cult classic film, enhancing the fan-favorite experience.
Stafford expressed his admiration for Elvira, remarking on her lasting impact on popular culture and the shared fanbase between Haunted Hayride and Elvira.
As Halloween enthusiasts celebrate the spooky season, the interest in Halloween events shows no signs of slowing down, transforming into a flourishing industry rivaling Christmas in retail sales.
Peterson shared her thoughts on this growth, noting that Halloween has become a significant time for self-care among fans, who indulge in costumes and themed events to enjoy the festive spirit.
Elvira has evolved into a year-round brand, thanks to Peterson’s savvy business acumen and ownership rights. The character, born from her 1980s performances with the Groundlings comedy troupe, has spawned a multi-million dollar business involving an array of merchandise.
Beyond the Haunted Hayride, the partnership with Thirteenth Floor aims to launch exclusive merchandise, available at various Thirteenth Floor events across the country.
Plans include a new Elvira apron featuring her iconic black dress design and a collection of themed items coinciding with her upcoming cookbook, “Elvira’s Cookbook From Hell,” set to release globally in September.
Peterson mentioned her excitement about the new merchandise, including the special “Baker’s Bundle,” complete with her cookbook and other fun items for fans looking to celebrate in style.
Although Peterson won’t be present every night at the Haunted Hayride, she will kick off the event during a media night in September, ensuring her presence is felt throughout the experience.
As Thirteenth Floor finalizes their plans, Stafford hinted at more innovative ways for guests to interact with Elvira during the event, promising an unforgettable experience filled with her signature sass and charm.
Reflecting on Elvira’s cultural resonance, Peterson noted that her character has become synonymous with Halloween, much like Santa Claus embodies Christmas, ensuring her legacy will persist for years to come.
The collaboration between Cassandra Peterson and Thirteenth Floor promises to revitalize Halloween celebrations, bringing a delightful blend of nostalgia, charm, and terror to the Los Angeles Haunted Hayride.
image source from：hollywoodreporter
