Cassandra Peterson aka Elvira Mistress of the Dark. Credit: Pamela Litke/Courtesy of Subject Share on Facebook Share on X Share to Flipboard Send an Email Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Print the Article Post a Comment It's been over four decades since Cassandra Peterson first brought her sexy and sassy alter ego Elvira, Mistress of the Dark to television screens, putting a bodacious spin on the movie mocking horror schtick popularized by Vampira and Sinister Seymour before her. On the classic 80's horror series Movie Macabre, based in Hollywood, her quip-filled cinematic commentary, campy California girl charm and prominent cleavage made her an immediate hit, garnering national syndication, a major motion picture and a fiendish fanbase that's endured to this day. Elvira also became the face of Halloween via a partnership with Knotts Berry Farm in Buena Park, Calif. that included a thematic stage show and a myriad of merchandising. After a couple hiatuses, Peterson ended her relationship with Knotts for good last year, but it was far from a farewell to scary season celebrations for this beloved glamour ghoul. Related Stories Lifestyle The First Showgirls: How the Folies Bergère Became Las Vegas' Most Enduring Hit News Ariana Grande Responds to Elvira's Claim That Singer Declined a Photo Op: "I Sincerely Apologize" "I had been with Knotts for so long, it kind of ran its course," Peterson, 73, tells The Hollywood Reporter during an exclusive Zoom chat announcing her brand new partnership with Los Angeles Haunted Hayride and its producer Thirteenth Floor Entertainment. "I love Knotts, but I'm really happy to partner with Thirteenth Floor because it was getting kind of repetitive. I'm happy to inject some fresh, new energy into the character and into the things I'm doing. It's very exciting." Elvira's Home Sweet Haunt at L.A. Haunted Hayride from Thirteenth Floor Entertainment Group. Courtesy of Thirteenth Floor Entertainment Group Launched in 2009 by the Mark Cuban-backed Ten Thirty One Productions, the Hayride was acquired by Thirteenth Floor Entertainment Group - known for putting on Halloween events across the country - in 2018. Peterson, who used to live in Los Feliz, Calif., says she took her daughter to the nearby haunt in Griffith Park every year. "For me, it's very special. It's one of my favorite L.A. attractions at Halloween. I'm thrilled to be affiliated with such a cool event." Thirteenth Floor's CEO and founding partner Chris Stafford, also on the Zoom, reveals that Elvira will be injected into the narrative and lore of Haunted Hayride in a multitude of ways. "We kind of reworked the Hayride backstory in 2019," he explains. "We created the town of Midnight Falls and the interesting thing from a story standpoint, is that it's perpetually trapped in the 1980s. They're having their annual Halloween festival and the inhabitants are creepy, kooky and offbeat. It's sort of horror comedy-themed so Elvira was a natural fit." The hayride component, in which guests pile into a slow-moving open wagon and roll through the depths and darkness of the park full of chilling sights, freaky props and scare actor encounters, changes a bit every year. For 2025, there will be "FM radio-style" audio programming dubbed "Elvira After Dark," with thematic playlists in between comical commercials as the host guides what guests will see next. In addition to the ride, the event presents mazes and its most popular, called Trick or Treat, is being renamed "Elvira's Trick or Treat Mayhem" featuring a facade of her new home in Midnight Falls. Also, one of the Hayride's most popular props, its creepy animal skeleton carousel, will have an Elvira-themed overlay featuring her dog Gonk, from the eponymous 1988 film. "I'm a child of the '80s so Elvira has been a legend to me for many, many years," Stafford enthuses. "We couldn't be happier to work with her and her team. We're trying to breathe some new life into the brand and trying to do some different things because we share a fanbase, especially in the L.A. market." A vast yet close-knit community, especially on the West Coast, dark culture enthusiasts look forward to October every year, but these days they don't limit themselves to fall. Retailers like Bath & Body Works and Michael's stores now release items for "Summerween" and there's even a wicked August convention called Midsummer Scream, which Stafford says led to the new partnership. The con's executive director and co-founder David Markland is credited with introducing him to Peterson. The duo officially announced Elvira's Haunted Hayride alliance and activation plans today at the Pasadena event. A view of guests entering Los Angeles Haunted Hayride. Courtesy of Thirteenth Floor Entertainment Group "The haunt and Halloween fans are just rabid here so I think it's a great synergy," Stafford adds. "There will be unique retail opportunities