What Thirteenth Floor Entertainment Group does

Thirteenth Floor Entertainment Group is a privately held, Denver-based live events and location-based entertainment company that operates the world's largest portfolio of Halloween-themed attractions with 15+ physical venues across the United States. Its core operations span three consumer-facing categories — Haunted Attractions (e.g., 13th Floor Haunted Houses, Dark Harbor on the Queen Mary, LA Haunted Hayride, Nashville Nightmare, Fear Farm, House of Torment, Twin Cities Fear Fest), Immersive Experiences (Delusion interactive horror theater, Otherworld Philadelphia, Magic of the Jack O'Lanterns, Krampus, Love Bites, Battleground, Denver Zombie Crawl), and Social Gaming (Class Axe Throwing, Great Room Escape, Queen Mary Escape, Splatter Art). The company also runs a B2B Creative Studio that designs and constructs Hollywood-quality scenic builds and immersive environments for external clients, and a Marketing Activations division that produces experiential campaigns for film studios and consumer brands.

The company monetizes primarily through direct-to-consumer ticket sales at its owned and operated venues, with ticket pricing managed individually by each location's website. Secondary revenue streams include sponsorship packages sold to consumer brands (beverage, QSR, telecom, retail), B2B experiential marketing engagements with film and television studios (Disney, A24, Hulu, Focus Features, Starz, Neon, 20th Century Studios, plus historical ties to Sony's Zombieland and CW's Nancy Drew), and professional services revenue from the Creative Studio for third-party scenic construction and attraction design. Corporate offices are located in Denver, CO (headquarters), La Verne, CA, and Austin, TX; headcount sits at 51–100 employees supplemented by substantial seasonal hiring during the Halloween operating window.

The operating model is highly seasonal, with the bulk of revenue concentrated in the September–November Halloween window across haunted attractions, while year-round revenue is generated by social gaming venues, the Creative Studio, B2B marketing activations, and a small set of non-Halloween immersive events. The company has executed a roll-up strategy, with nearly all 20+ brand properties held as wholly-owned subsidiaries acquired over time, and runs direct-to-consumer marketing through city-specific attraction websites, email, and organic social channels.

Name

Thirteenth Floor Entertainment Group

Legal name

Thirteenth Floor Entertainment Group

Website

https://thirteenthfloor.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Thirteenth Floor Entertainment Group is a Denver-based live entertainment company operating the world's largest Halloween-themed attraction portfolio across 15+ U.S. cities, complemented by immersive experiences, social gaming venues, an in-house creative studio, and B2B marketing activations for major film studios and brands.

Ownership category

akta.pro rank

Product category

Live Entertainment & Immersive Experiences

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312), All Other Amusement and Recreation Industries (71399), Amusement, Gambling, and Recreation Industries (713)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industries

VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE), Party Games, Activities & Interactive Entertainment (HSACACAJ), Decor Props & Themed Set Rentals (HSACAFAK)

Keywords

• Haunted house attractions
• Immersive entertainment experiences
• Live event production
• Experiential marketing services
• Social gaming venues

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales - Haunted Attractions: Primary revenue from ticket sales for haunted house attractions and Halloween festivals at 15+ locations nationwide, including venues like Dark Harbor (Queen Mary), LA Haunted Hayride, Chicago, Denver, Houston, Jacksonville, Phoenix, San Antonio, Joliet, Nashville, New Orleans, and others.
2. Ticket Sales - Immersive Experiences: Revenue from special event tickets including Magic of the Jack O'Lanterns, Delusion interactive theater, Otherworld Philadelphia, Battleground Mortals vs Monsters, Krampus Christmas horror, Love Bites Valentine's event, and Zombie Crawl.
3. Social Gaming - Axe Throwing: Hour-long axe throwing sessions and tournaments through ClassAxe Throwing venues, including training by expert staff and competitive tournament formats.
4. Social Gaming - Escape Rooms: Room escape experiences at Great Room Escape and Queen Mary Escape locations with up to 12 participants per session solving riddles and clues within a one-hour timeframe.
5. Social Gaming - Splatter Art: Group paint-splattering activities at Splatter Art venues for team building and creative group experiences.
6. Marketing Activations: B2B services creating immersive, story-driven marketing activations for films, TV shows, and brands including experiential events, marketing stunts, premiere photo opportunities, partnership marketing, and PR services.
7. Sponsorship Revenue: Corporate sponsorships at attractions including beverage brands (Captain Morgan, Kraken, Smirnoff, Tito's), food brands (Carls Jr, Hardees, Papa Johns, Pizza Hut, White Castle), retail (7-Eleven, Boost Mobile, T-Mobile), and entertainment brands (Alamo Drafthouse, Halloween City, Zombieland).
8. Creative Studio Services: Design and build services for external clients including premium set construction, scenic builds, full scene creation, and entire attraction development from conceptualization to execution.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Thirteenth Floor Entertainment Group produces and operates live, location-based entertainment across 15+ U.S. venues, running branded haunted house attractions, immersive themed experiences (e.g., Otherworld Philadelphia, Delusion, Magic of the Jack O'Lanterns), and social gaming venues including escape rooms and axe throwing. It also provides B2B creative studio design and scenic construction services, plus experiential marketing activations for film studios and consumer brands, supported by corporate sponsorship inventory across its venue network.

Product overview

Thirteenth Floor Entertainment Group is a multi-experience entertainment company operating world-class live events and location-based entertainment. The company operates a unified platform of three core experience categories: Haunted Attractions (featuring 13th Floor Haunted Houses, Dark Harbor, Fear Farm, House of Torment, Haunted Prison, LA Hayride, Nashville Nightmare, New Orleans Nightmare, Terror on the Fox, Shaqtoberfest, Twin Cities Fear Fest, and Winchester Fright Nights), Immersive Experiences (including Otherworld Philadelphia, Delusion, Magic of the Jack O'Lanterns, Krampus, Love Bites, Battleground, and Zombie Crawl), and Social Gaming (Class Axe Throwing, Great Room Escape, Queen Mary Escape, and Splatter Art). The company also provides Creative Studio services for design and premium builds, and Marketing Activations services for experiential marketing, stunts, photo ops, partnership marketing, and PR services for films, TV shows, and brands.

Differentiator

Problem solved

Functional benefit

Brands

• Dark Harbor: Massive Halloween festival on The Queen Mary and surrounding harbor featuring haunted mazes, live entertainment, themed bars, and experiences on board the ship.
• LA Hayride
• Shaqtoberfest
• Delusion
• Fear Farm
• House of Torment
• Haunted Prison
• Nashville Nightmare
• New Orleans Nightmare
• Terror on the Fox
• Twin Cities Fear Fest
• Festival Fright Nights
• Otherworld Philadelphia
• Magic of the Jack O'Lanterns
• Krampus
• Love Bites
• Battleground: Mortals vs Monsters
• Zombie Crawl Denver
• BLACKOUT
• classaxe
• Great Room Escape
• Queen Mary Escape
• Splatter

Products and services

• 13th Floor Haunted Houses

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered minor and core.

• Alamo DrafthouseminorGTM or Marketing PartnerPrevious sponsor of Thirteenth Floor attractions. Movie theater chain providing entertainment brand partnership for events and screenings.
• Captain MorganminorGTM or Marketing PartnerSpirit brand sponsor providing themed bar activations at Halloween events. Captain Morgan rum brand integrated into haunted attraction experiences.
• Boost MobileminorGTM or Marketing PartnerPrevious sponsor providing mobile brand presence at Thirteenth Floor events and attractions.
• 7-ElevenminorGTM or Marketing PartnerConvenience retail sponsor of Thirteenth Floor attractions, providing brand visibility and promotional presence at events.
• T-MobileminorGTM or Marketing PartnerTelecommunications sponsor of Thirteenth Floor events providing brand activation presence.
• Halloween CityminorGTM or Marketing PartnerSeasonal Halloween costume retailer sponsor integrated into Thirteenth Floor haunted attraction events.
• Tito's VodkaminorGTM or Marketing PartnerSpirit brand sponsor providing themed beverage offerings and brand activations at Thirteenth Floor events.
• SmirnoffminorGTM or Marketing PartnerVodka brand sponsor providing themed bar activations at Halloween events and haunted attractions.
• Kraken RumminorGTM or Marketing PartnerSpiced rum brand sponsor integrated into themed bar experiences at Thirteenth Floor events.
• Sony Pictures - ZombielandminorGTM or Marketing PartnerFilm franchise partnership bringing Zombieland branded content and activations to Thirteenth Floor Halloween events.
• CW - Nancy DrewminorGTM or Marketing PartnerTelevision network partnership for Nancy Drew property activations at Thirteenth Floor attractions.
• Papa John'sminorGTM or Marketing PartnerPizza restaurant sponsor providing food and brand presence at Thirteenth Floor events.
• Pizza HutminorGTM or Marketing PartnerPizza chain sponsor with brand presence at Thirteenth Floor haunted attractions and events.
• White CastleminorGTM or Marketing PartnerFast food restaurant sponsor providing slider food offerings and brand activations at events.
• Carls JrminorGTM or Marketing PartnerFast food burger chain sponsor with brand presence at Thirteenth Floor attractions.
• Hardee'sminorGTM or Marketing PartnerFast food restaurant sponsor at Thirteenth Floor events.
• Sonic Drive-InminorGTM or Marketing PartnerDrive-in restaurant chain sponsor with brand presence at events.
• QuiktripminorGTM or Marketing PartnerConvenience store and gas station chain sponsor with presence at events.
• A24coreGTM or Marketing PartnerMajor independent film studio partner for experiential marketing activations promoting A24 film releases through immersive, cinematic experiences.
• DisneycoreGTM or Marketing PartnerMajor entertainment studio partner for brand activations and experiential marketing at Thirteenth Floor events, promoting Disney film and television properties.
• HulucoreGTM or Marketing PartnerStreaming platform partner for promotional activations and experiential marketing campaigns for Hulu original series and content.
• Focus FeaturescoreGTM or Marketing PartnerFilm studio partner for marketing activations promoting Focus Features film releases through immersive brand experiences.
• StarzcoreGTM or Marketing PartnerPremium cable and streaming network partner for branded entertainment activations.
• NeoncoreGTM or Marketing PartnerIndependent film distribution company partner for promotional activations at Thirteenth Floor events.
• 20th Century StudioscoreGTM or Marketing PartnerMajor film studio partner for experiential marketing activations at Thirteenth Floor events.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Universal Studios Halloween Horror Nights: Operates large-scale Halloween haunted attraction events at major US theme parks. Direct competitor for Halloween season ticket spend and brand sponsorships, with deeper marketing budgets but a narrower thematic focus than Thirteenth Floor's 15-location footprint.
• Knott's Scary Farm (Cedar Fair): Long-running Halloween haunt event at Knott's Berry Farm. Direct competitor in the ticketed haunted attraction category, leveraging an existing theme park audience versus Thirteenth Floor's standalone venue model.
• Meow Wolf: Operates large-format, immersive, mixed-reality art installations (e.g., House of Eternal Return). Closest peer to Thirteenth Floor's Otherworld Philadelphia and immersive experience portfolio, with a similar studio-built, story-driven model and rapid geographic expansion.
• AREA15: Immersive entertainment and experience complex in Las Vegas featuring themed attractions, art installations, and event programming. Comparable as a multi-experience venue operator with experiential marketing and brand activation capabilities.
• The Escape Game: Largest US escape room operator with multiple owned locations. Direct peer to Thirteenth Floor's Great Room Escape and Queen Mary Escape brands, with a similar group-activity, transaction-based revenue model.

Broad incumbents

• Six Flags Fright Fest: Seasonal Halloween events held across the Six Flags theme park chain. Competes for Halloween entertainment dollars but operates as an add-on to a broader theme park business rather than a standalone Halloween-focused operator.
• SeaWorld Halloween Spooktacular: Seasonal Halloween events at SeaWorld parks. Competes in the same Halloween ticketed attraction category but is a small component of a much larger marine-park operator's portfolio.
• Cirque du Soleil Entertainment Group: Global live entertainment and immersive experience producer. Comparable as a large-scale experiential entertainment operator with proprietary production capabilities and branded touring/ resident shows.
• Live Nation Entertainment: Largest global live entertainment company with concert promotion, venues, and ticketing. Comparable as a large-scale live events operator with sponsorship monetization, though core focus is concerts and touring versus location-based haunted attractions.

Emerging players

• Fever: Global live-entertainment marketplace and immersive experience producer (e.g., Van Gogh exhibits, candlelight concerts). Comparable in immersive experience curation and event distribution but operates as an aggregator/platform rather than an in-house venue owner like Thirteenth Floor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries24 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thirteenth Floor Entertainment Group