The Official Magazine of IAAPA
Tampa (IAAPA News) - From traditional romance to typically out-of-season frights, Busch Gardens Tampa Bay has reinvented how theme parks position Valentine’s Day special events.
On Friday the 13th, the park presents Love at First Fright. From 4 to 8 p.m., guests can work their way through the fog-shrouded Pantopia section. After avoiding monstrous characters on the prowl seeking to generate scares, guests are rewarded with a lights-on walkthrough of the Shadows of Wonderland haunted house, exclusive merchandise and food items, and a photo with the Queen of Hearts before she can declare, “Off with your head!”
The haunted house is part of the park’s existing infrastructure used during Howl-O-Scream each autumn. As a turnkey solution, Busch Gardens Tampa simply flipped the lights on at Shadows of Wonderland and instantaneously produced a ready-built attraction to promote.
“I think people are always looking for those non-traditional Valentine's Day activities,” says Cassady Watson, public relations manager at Busch Gardens.
The special event is included with park admission and includes the opportunity for guests to take advantage of exclusive in-park only 2026 Howl-O-Scream ticket offers, such as one-time skip-the-line passes.
The Busch Gardens marketing team brainstormed a unique way to combine two holidays to drive presale Howl-O-Scream tickets. “The team has seen success in Friday the 13th activations before,” Watson shares with IAAPA News. “When they discovered that Valentine's Day is right around the same time [as Friday the 13th], it just made sense to combine the two [holidays].”
For an event like Love at First Fright, cooperation from multiple department stakeholders is key to successful execution. Watson explains that while the idea originated within the marketing department, buy-in was needed from everyone at the park. “[We’re] working with entertainment to staff our scare actors that will be there for the photo op, and then we also have our tours team participating and staffing the walk through.” Watson says. “Food and beverage to provide any of those special activations. And then operations ensures the park continues to operate and doesn't interrupt the rest of the guest flow.”
For those visitors looking for a more traditional experience, Busch Gardens Tampa Bay is also hosting a Valentine’s Date Night after park closing on Feb. 14. The annual Sunset on the Serengeti—which continues through March 8—also offers a romantic night out.
Busch Gardens Tampa Bay has positioned the event for anyone celebrating the holiday of love. “You've got love and adventure on the 14th, which is the ultimate date night if you're looking for thrills, and then the fun, unique Love at First Fright, which could be fun for ‘Galentine's Day,’ or just a group of friends coming to the park to experience it.”
For other operators, Watson suggests outside the box thinking to maximize holiday event opportunities. “Figure out ways to activate,” Watson says. “Do what makes sense for your park and your destination.”
