While the trails at Glenlore go dark during the off-season, the creative gears behind the scenes never stop turning. For Creative Director Eric Minni, the magic of Glenlore starts long before the first light is hung or the first guest walks the path—it begins in the quieter months of the year, with a head full of ideas and a fresh page.
Planning Begins Earlier Every Year
Eric shared that the prep schedule seems to start a little earlier with each season. For the upcoming 2025 experience, planning officially kicked off in February with a detailed review of what worked—and what didn’t—from the previous year.
“This part is important,” Eric says. “It helps us take stock of what resonated with guests and what we might want to reimagine or retire. That review really sets the stage for what comes next.”
By the end of April, the team had wrapped most of the high-level creative planning, giving them time to move into content creation and equipment prep in May. The goal? To have everything for the Halloween show ready to install by the end of August—leaving room to pivot quickly into Glenlore’s winter transformation.
How a Glenlore Theme Is Born
Coming up with a new theme each year is a mix of inspiration, iteration, and visualization. Eric starts by brainstorming a list of possibilities and then narrowing it down to three to five standout ideas. But rather than just listing them out, he goes a step further.
“I mock up branded splash pages for each of my favorite concepts to help the team visualize,” he explains. “That way it’s not just a name on a list—it’s a vibe, a color palette, a tone.”
Sometimes, those ideas include reboots of concepts from past seasons that didn’t make the final cut. Once the visuals are in place, Eric presents the top contenders to the leadership team, where they discuss the pros and cons of each before making the final decision.
Balancing Tradition and Surprise
One of the core challenges is keeping Glenlore feeling fresh and exciting, while still delivering on the atmosphere and themes guests come to expect.
“It’s a mix of making sure we stay on-brand for the given holiday—like leaning into traditional Halloween tropes—while adding a bit of our own experiential flare,” Eric says. “You won’t find the same kind of experience at a typical haunt or night walk.”
This balance includes bringing back fan favorites from past seasons while introducing something new each year to keep things unexpected and magical.
A Love for the Whole Process
When asked which part of the creative journey he enjoys the most, Eric doesn’t hesitate.
“Is ‘every part’ a copout?” he laughs. “Honestly, I love that I get to see ideas from concept to completion—participating in everything from brainstorming, to content creation, to final onsite execution.”
That full-circle involvement is what makes each season so rewarding—not just the final product, but the path to get there.
A Hint of What’s Brewing for 2025
And while it’s still too early to reveal much about this year’s Halloween theme, Eric offered a playful tease:
“Double, double, toil and trouble.”
Just enough to spark some curiosity—and maybe a little mischief.
As the team continues to build toward another unforgettable season, one thing is certain: the magic is already in motion.
Keep an eye out for official announcements about Glenlore’s 2025 season coming soon, including ticket releases, event dates, and more behind-the-scenes sneak peeks. Visit GlenloreTrails.com to stay up to date and be the first to know when the trails light up again.
