Thirteenth Floor Entertainment Group, the world’s largest Halloween-themed entertainment company, is back with its signature Los Angeles event, “Los Angeles Haunted Hayride,” and this year they’re partnering with a Halloween icon: Elvira.

It’s a Halloween takeover from the popular horror host, who previously had been the Halloween ambassador for Knotts Berry Farm for many years until ending the partnership for good last year.

“I had been with Knotts for so long, it kind of ran its course,” Elvira creator Cassandra Peterson told THR of the new partnership. “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.”

As for what the new collaboration entails, it begins with the Hayride itself. The ride, which sees guests terrorized by scare actors and frightening scenes as they’re pulled along in a slow-moving open wagon, will feature “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 Hayride, the event’s most popular maze, Trick or Treat, is being renamed “Elvira’s Trick or Treat Mayhem,” featuring a facade of her new home in Midnight Falls. One of the Hayride’s most popular props, the animal skeleton carousel, will have an Elvira-themed overlay featuring her dog Gonk, from the 1988 film Elvira: Mistress of the Dark.

“We kind of reworked the Hayride backstory in 2019,” Thirteenth Floor’s CEO and founding partner Chris Stafford 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.”

Thirteenth Floor is also aiming to expand the collaboration nationwide, at least when it comes to Elvira merch. “The retail element will involve exclusive merchandise that will only be available at Thirteenth Floor events, about 17 or 18 locations across the nation. These exclusives will reach all across our footprint,” Stafford told THR. 

One of the exclusive merch options is the “Baker’s Bundle,” which includes a new exclusive apron, Elvira’s Cookbook From Hell (out in September), and more.

Peterson won’t be there in the flesh every evening, but Thirteenth Floor promises they’ve found a variety of ways to incorporate Elvira into the experience.