Larry Kirchner refuses to stop making St. Louis creepier by the year.
In 1994, he started The Darkness, an attraction that’s since earned a place as one of the nation’s highest-rated Halloween haunts. He later opened the neighboring St. Louis Escape, a year-round escape room and miniature golf venture. St. Louis Escape and The Darkness comprise just two wings of the multifaceted Halloween Productions Inc. The group also manages Creepyworld in Fenton and the Lemp Brewery’s haunted house, and it crafts attractions for buyers worldwide.
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Kirchner says the drive to evolve is spurred by increased attention from fans on social media and professionals in the haunt industry. Each March, America’s Center hosts TransWorld’s Halloween & Attractions Show, where industry pros learn about the latest haunting innovations and products. Kirchner also opens The Darkness for tours during this time, which he says keeps him accountable for filling his business with cutting-edge animatronics and visual effects. “We’re not thinking about St. Louis,” he says. “We’re thinking about haunters from around the world.”
Millions more eyes have been drawn to The Darkness, thanks to its well-established social media presence. Kirchner says his son, Riley, encouraged him to pursue growth on TikTok. “He calls me and says, ‘Dad, you’ve got a video going viral.’ And he says, ‘Whatever you’re doing, keep doing it,’” Kirchner says. Kirchner’s TikTok account now has 1.1 million followers. With videos ranging from clips of lifelike animatronic figures to terrified patrons running through the halls, Kirchner says he hopes to reach 2 million TikTok followers this fall.
This season, The Darkness will also debut a bar experience: For an additional fee, guests can visit the secret Poltergeist Pub inside the haunted house, where they can grab a local craft brew or a Halloween-inspired libation before resuming an evening of thrills.
The Darkness and the rest of Kirchner’s sister attractions are open Thursday through Sunday during October, and they’ll be open every night in the week leading up to Halloween. Tickets can be purchased here.
