Inside the Haunted Tavern: How a Side Project Became a Touring Horror Hit

Fear doesn’t follow a season—so why should you?

Picture this: You step inside a venue and are immediately transported into a dark, macabre world. For the next 90 minutes, you're not watching a story — you're living it. Everyone around you, from bartenders to sound techs, stays in character. Custom scents fill the air. Lighting shifts every few minutes. It feels like stepping into a horror movie — only with craft cocktails in hand.

This isn’t Halloween in a box. It’s a living, breathing year round world built for those who crave intensity, story, and a thrill that lingers long after you leave.

This experience is Haunted Tavern, an immersive cocktail experience set inside some of the most haunted places in the world, and it’s now in 380 cities. Horror here is always in season. it started as a side project — a risky, creative experiment led by Ryan Wieczorek and his team at Midnight Creative, who were known for throwing massive beer fests across Vegas, San Diego, and L.A.

In 2020, their beer festival business went virtual and saw its biggest year ever, shipping curated tasting kits and hosting interactive YouTube events. But when people wanted to return to in-person experiences, Ryan's team recognized that their experimental theater project was exactly what the market was hungry for — something completely unique and immersive. And what started as a niche idea became the future of their company.

In this edition, we’re unpacking what made Ryan’s pivot work, from reading cultural signals to building for emotional impact, to see what other founders and creators might take away.

Ryan’s story proves that sometimes the best strategy isn’t saving what you had — it’s betting everything on what you could become.

Q: Customer feedback is crucial for any new business, but it’s not always easy to get honest responses. How did you approach this early on?

After each city, we’d regroup and ask, “What needs fixing? What makes the show better? ”We’re a pretty young team, so we’d hit the bars after shows, and often, our guests were there too. Once people had a drink or two, they'd open up. At the show, they'd say, “This was amazing,” but later at the bar, they’d tell us, “Here’s what I’d change.” When we started hearing the same feedback over and over, we knew it was time to adjust.

In the early days, we definitely struggled. Some shows had 12 or 15 people. But it felt like being in a band — you just want people to hear your music. Eventually, you grow into an arena act.

Q: You’ve scaled to 380 cities. What makes a niche concept like Haunted Tavern work at that level? People love haunted stuff year-round, and they’re craving something different. But the real key? Clarity.

If people don’t understand your concept immediately — on your ticketing page, in your ads — they won’t buy in. I’ve seen great ideas flop just because the explanation was too vague. You have to be crystal clear.

Q: Immersive experiences are booming. Why now? Theater is having a moment. It’s tough to get Broadway tickets, and even in London’s West End, prices are way up.

I think in a world of AI and screens, people crave live, human stories — something you just can’t replicate with video games or streaming. That connection feels more important than ever.

Q: What would you tell entrepreneurs who want to diversify or try something new, but feel limited by budget or scale? Start with passion.

Most successful founders don’t see money right away. It takes a year or two. If you’re in it just for the dollar signs, it’s going to be tough to push through the early grind. But if you love what you’re doing? The work doesn’t feel like struggle — it feels like purpose. And that shows in the product.

Experience The Haunted Tavern and learn more here. 

This interview has been edited and condensed for clarity.