Behind the screams - how Scaresville runs smoothly with Beyonk
Discover how Scaresville streamlined operations, targeted the right audiences, and welcomed over 12,000 visitors with a frictionless booking experience.
Background
Scaresville is a multi-award-winning immersive Halloween attraction hosted on the grounds of Kentwell Hall in Suffolk. Each October, thousands of thrill-seekers navigate through its haunted village experience - an elaborate, timed-entry event blending theatre, special effects, and atmospheric staging.
As one of the UK’s leading scare attractions, Scaresville sells out quickly and requires careful capacity planning. Its seasonal nature means all operational and marketing decisions must be sharp, timely, and efficient. In 2024, the team looked to level up their online booking experience and gain better visibility into who their customers were and how best to reach them.
Beyonk are always trying to update their systems and services to help maximise the potential of our company.
Callum Watt of Scaresville
The challenge
With thousands of guests visiting over just a few weeks, Scaresville needed a ticketing system that could handle high volumes, flexible time slots, and group bookings with ease. Early cart abandonment rates were high, and the team had little visibility into which marketing efforts were delivering the best results.
They also wanted to enhance their online shop to match the tone of the experience, streamline on-the-day check-ins, and ensure they had reliable support - even on weekends - when most visitors would be arriving.
How we helped
Scaresville launched with Beyonk in time for their 2024 season. Beyonk's smart scheduling tools enabled precise control over timed entry and capacity limits - making operations smoother and easier to manage.
To match the event’s dark, immersive atmosphere, their online site now matches their theme with an embedded dark shop, creating a booking journey that aligns perfectly with Scaresville's eerie atmosphere. The modern checkout flow includes Apple Pay, Google Pay, autofill, and upsell capabilities, all designed to speed up bookings and increase revenue. Cart abandonment emails were also enabled, helping to recover up to 12% of dropped bookings.
Customer data was collected from the outset and mapped to postcode sectors. This revealed that 75% of attendees came from within 24 miles. As sales grew, more detailed analysis identified 13 core postcode areas, 26 growth regions, and 97 emerging sectors - data now used to shape future Meta ad campaigns and target early bird tickets and off-peak slots more effectively.
The postcode targeting is really useful for our ticket sales for Scaresville.
Callum Watt of Scaresville
On event nights, check-in was fast and simple. Each group receives a single code for their booking - eliminating the confusion of scanning multiple tickets and ensuring smooth entry. Live customer support, even on weekends, meant any queries were resolved quickly without burdening the team.
Using Beyonk also gave customers the ability to manage their own bookings - rescheduling if needed without contacting the team. This self-serve feature significantly reduced inbound queries during peak season, easing pressure on the small operations team and ensuring a smoother customer experience across the board.
The results
12,000+ tickets sold, 75% local - and data to fuel next year’s growth
Scaresville welcomed over 12,000 attendees in 2024, with over 95% of bookings made online in advance. This early commitment gave the team greater confidence in planning staffing, capacity, and inventory during their busiest period of the year.
Postcode analysis revealed that 75% of customers lived within 24 miles—confirming the power of local marketing for time-sensitive, repeatable seasonal events. Weekday evenings between 6-9 PM proved to be the most active booking window, accounting for 23% of transactions - a key insight for timing future promotional campaigns.
Geographic targeting data now informs where and when to focus seasonal advertising. These insights can now be actioned via postcode-targeted Meta ads to extend reach and fill gaps in demand.
The upgraded online shop - fully themed to fit the event - also played a key role in conversion, with a modern checkout flow and smoother experience for mobile visitors. Combined with a single-code group check-in system and reliable weekend support, Scaresville was able to deliver a standout guest experience without putting extra pressure on the team.
Why choose Beyonk for your haunted house or scare attraction
Beyonk is the ideal ticketing solution for scare attractions and haunted experiences looking to maximise bookings, manage demand, and deliver a fully immersive visitor journey.
From fast-paced Halloween nights to timed-entry horror mazes, Beyonk helps you keep things running smoothly behind the screams. Our smart scheduling tools make it easy to manage group capacity and crowd flow, while one-code-per-group check-in means no more delays at the gate.
Your booking journey can be fully themed to match your attraction’s look and feel - giving guests an on-brand experience from start to finish. With Apple and Google Pay, cart recovery emails, and mobile-optimised design, it’s built to convert under pressure.
Real-time postcode targeting helps you reach the right audience with local ad campaigns, and our customer support - even at weekends - means help is always on hand when you need it most.
Whether you’re planning a month of sell-out shows or a single high-impact weekend, Beyonk gives you the control, insight, and reliability to deliver fearsome results - without the stress.
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