But the growing popularity of Halloween has helped the industry beat the autumn lull - boosting profits and pulling in new audiences.

PrimEvil – Norfolk’s largest Halloween event - runs on select nights from October 16 to November 1 (Image: PrimEvil)

PrimEvil – Norfolk’s largest Halloween event - returned to ROARR in Lenwade for its 16th year last week, promising to be bigger, darker and scarier than ever before.

The award-winning attraction draws in 1,700 visitors per night over its 14-night run, and now accounts for a quarter of ROARR’s income annually.

“We used to see a drop-off in visitors in September followed by a lull until we got into October half term, when it would pick up again,” said Ben Francis, ROARR’s park director during the day and PrimEvil manager at night.

Ben Francis, ROARR park director and PrimEvil manager (Image: Supplied)

“We would have a window of nine days during October half term, but then the rest of the month would be dead.

“Since PrimEvil, the park is busier in the evening than it is during the day because it’s a completely new audience.

“It has taken time to grow and develop that new audience, but now it has become a rite of passage that once you turn 12 you go to PrimEvil and then you can go to school and brag about it to your........

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