Leonard Pickel Bio

Owner, D.O.A. Design Group™
Editor, Haunted Attraction Magazine™
President, Hauntrepreneurs® International
Owner, Mayhem Manor®
Owner, HAuNTcon™

In 1976, during his sophomore year of college at Texas A & M University, Leonard produced his first haunted house as a fundraiser for the dormitory he was living in. He organized, designed and produced the sponsored event, which operated for only two nights. With a $300 budget and a $0.50 per person admis­sion price, the operation grossed over $1,000. He experienced similar success with two more dorm-sponsored horror productions in 1978 and 1979, before graduating with an architectural design degree in 1980.

In 1982, during his architectural apprenticeship in Dallas, Leonard volunteered his horror production expertise to the local March of Dimes chapter’ Halloween Event. As chairman for the charity event from 1983‑1986, he was in charge of design and construction of the Haunted Attraction. During this time, Leonard formed the basis for what later became known as the “Pickel Theory of Haunted Houses,” a high startle, low gore, high throughput, low theatrics approach to dark amusements. The inno­vative and non-offensive style of the “Pickel Theory” has lead Mr. Pickel down a different design path than the rest of the industry, which generally relies on heavy blood and gore to “gross out” rather than to frighten patrons. These concepts are outlined in three room design idea booklets, written by Pickel for commercial haunted house designers. His creative accomplishments include design and sales of the industry’s first turn-key Haunted House ‘kits,’ the first adaptation of the “Field Theory” (a triangular grid system) in a Haunted Attraction, and the first to extensively utilize the “high startle – low gore” approach to Haunt design.

In 1987, Leonard created the name “Hauntrepreneurs â” when he formed his first haunted house design firm, and was granted a Registered Trademark for the name in 1992. During his long career, Pickel has designed over 70 original and creative Haunted Attractions. These include designs for several major venues including Madison Square Garden, Universal Studios Florida, Six Flags Great America, Six Flags Over Georgia, Six Flags AstroWorld, Kentucky Kingdom and SCREAMS Terror Park. Hauntrepreneurs â International has designed Haunted Attractions in foreign countries including Puerto Rico, Canada and India, and in the last 28 years, over 1 million people from Los Angeles to New York, Orlando to Seattle, have experienced the “Pickel Theory” first hand.

Those who do not study history are doomed to repeat it, and Leonard has done extensive research in the field of dark amusements, both past and present. Each year in October, he travels around the country, experiencing as many Haunted Attractions as possible. This research provides invaluable insight into the state of the haunting industry. In one year alone, he experienced over 50 Haunted Attractions.

Leonard applied his October seasonal experience toward a summer seasonal haunted house in 1993, with Mayhem Manor® of Myrtle Beach, South Carolina. In the seven years that followed, Mayhem Manor provided Pickel a hands-on testing facility for new fright concepts, which were then implemented into new designs for his clients. Leonard learned a great deal about the differences between a Halloween Haunted House and one that needs to operate for the full summer season or year round. Decreasing overhead and maximizing the experience within a small foot print are key lessons Leonard implements into all designs.

In 1994, Leonard co-founded Haunted Attraction Magazine, the premier publication for the dark amusement industry, and as Editor in Chief, he is the driving force behind this growing publication. Now in its eleventh year, the magazine strives to provide information vital to the success of the industry, with in-depth articles on the country’s major attractions, “How To” instructions for the latest new effects, historical spotlights and commentary on timely industry news. An accomplished speaker, Leonard has given seminars on aspects of the Haunted Attraction industry on topics ranging from design and code compliance, to how to get started in the Haunted Attraction Industry. He has shared his knowledge with the industry through seminars at Haunted gatherings such as the annual GlobalHalloween Convergence, Detroit’s Haunted Attraction Workshop, the Design Lab 2000, Horrorfind Weekend, and major industry conventions such as IAAPA and HAuNTcon. Pickel is a regular speaker at both the Chicago and Las Vegas National Halloween, Costume and Party Show and his “Getting Started in the Haunted Attraction Industry” seminar has grown into a 3 hour annual favorite presented regularly to standing room only crowds.

In 1997, Leonard took on the task of forming the Haunted Industry’s first trade association, the International Association of Haunted Attractions (IAHA). Against heated opposition from some factions of the industry, Leonard was instrumental in establishing and organizing the fledgling association. In less than one year after IAHA’s non-profit incorporation, the association had an impressive 150 voting members and in the 5 years that followed the membership reached 500.

In February of 2000, Philip Morris of Morris Costumes, contracted Leonard to facilitate the creation of a muli-element October seasonal Haunted Attraction, that would double in the off season as a display case for Morris Costumes, the worlds largest supplier or props for the haunted attraction industry. Leonard was in charge of all facets of the event, including design, theme, code compliance, construction, art direction, installation, operations and marketing. Opening on time and under budget for October of 2000, this event is already the talk of the haunt industry, with more props per square foot than any show in the world.

In 2004, Leonard launched the first national convention for the Haunted Attraction Industry. The Haunted Attraction National Tradeshow and Convention, (HAuNTcon) is designed for Haunters, by Haunters. A huge success, the event has become the largest gathering of its kind in the country in only 3 years. Haunted education and tours of other Haunted Attractions are the cornerstones of the annual convention that travels to a new city each year.

Called the “godfather” of the Haunted Attraction Industry Leonard was honored with a question using his name in the Millennium Edition of the game Trivial Pursuit. He was also a guest expert in the Travel Channel special about Halloween Horror Nights at Universal Studios Florida, where he offered insight into the theory behind fright.

Leonard is constantly searching for new challenges and striving for new heights in his Haunting career. His vast 29 years of experience designing all types of commercial Haunted Attractions, and his unique vision for the future of Haunting, has kept Leonard two steps ahead of his closest competitors. His industry accomplishments, leadership ability and high moral character has garnered Leonard great respect from his peers and set a lofty standard for those who would try to follow in his haunted footsteps.

Leonard now lives with his wife and partner Jeanne and their dog Lucky in Orlando, Florida.