Inside the Walmart of ghost tours

When you think of ghost tours, you probably picture a lone guide leading a small group through a creaky historic house. In the United States, that image is being replaced by a sprawling, franchise‑style operation that looks more like a retail chain than a spooky side‑hustle. Lance Zaal, a charismatic entrepreneur with a taste for the paranormal, has turned the once‑niche market into a nationwide network that some have dubbed “the Walmart of ghost tours.” His rapid expansion has attracted legions of thrill‑seekers, but it has also earned him a growing list of detractors who claim he’s cheapening the craft and stepping on the toes of local historians, preservationists, and even rival tour operators.

What Happened

In early 2022, Zaal launched “Undead America,” a brand that offered standardized, high‑volume ghost tours in more than 30 cities across the country. The company’s model was simple: lease a storefront, hire local actors, and run nightly tours on a tight schedule, much like a fast‑food restaurant serves meals. By the end of 2023, the operation was pulling in over $15 million in revenue, and Zaal announced plans to open 50 additional locations within the next two years.

The rapid growth did not go unnoticed. Traditional tour guides, many of whom had spent years researching and preserving local lore, accused Zaal of “mass‑producing” hauntings and erasing the nuance that makes each site unique. Some historic societies sued the company for using copyrighted folklore without permission, while a handful of municipalities threatened to revoke permits, arguing that the tours were causing excessive foot traffic and noise in protected districts.

Amid the backlash, Zaal doubled down. He launched a “Ghost‑Certified” training program for his guides, promising a baseline of historical accuracy, and he began partnering with local museums to co‑host special events. The move was seen as an attempt to legitimize his brand while still maintaining the high‑volume, low‑price model that made it so profitable.

Key Details

Undead America’s pricing strategy is a core part of its appeal. Tickets typically cost $15–$20, a fraction of the $40–$60 price tag charged by boutique tours that offer personalized narratives and limited group sizes. The company also offers “season passes” that grant unlimited access to any of its locations, encouraging repeat business and creating a steady cash flow.

Technology plays a big role in the operation. Each tour is equipped with a mobile app that syncs with the guide’s script, provides real‑time translations, and even triggers ambient sound effects through the participants’ headphones. The app also collects data on visitor preferences, allowing Zaal’s team to tweak stories on the fly and roll out new “haunted” routes based on trending social media topics.

Franchising is another pillar of Zaal’s empire. Prospective franchisees pay an upfront fee of $75,000 and a 12% royalty on gross sales. In return, they receive a turnkey package that includes marketing materials, a curated list of “haunted” sites, and ongoing support from a central operations hub located in Dallas, Texas. As of the latest report, there are 120 active franchise locations, with dozens more in the pipeline.

Background

Lance Zaal grew up in a small town in Ohio, where he spent his childhood listening to local ghost stories around campfires. After a stint in the hospitality industry and a brief career as a stage actor, he recognized a gap in the market: the demand for affordable, accessible paranormal experiences. In 2019, he opened his first pilot tour in a historic downtown hotel, charging a modest $12 per ticket. The venture quickly sold out, prompting Zaal to seek investors and scale the concept.

The “Walmart” analogy emerged from a 2023 feature in a national business magazine, which highlighted Zaal’s use of economies of scale, uniform branding, and aggressive real‑estate acquisition. Critics argue that this approach strips away the authenticity that makes ghost tours compelling, while supporters claim it democratizes a once‑elitist niche, allowing anyone with a modest budget to explore America’s haunted history.

Why It Matters

The rise of Undead America signals a broader shift in experiential tourism. As travelers increasingly seek immersive, shareable moments, low‑cost, high‑frequency offerings like Zaal’s tours meet that demand while also generating substantial economic activity in local economies—especially in towns that rely on tourism dollars to stay afloat.

However, the model also raises questions about cultural preservation and the commercialization of folklore. When a single brand controls the narrative of dozens of historic sites, there is a risk that nuanced, community‑specific stories will be replaced by a homogenized, sensationalist script designed for maximum viral potential. This tension sits at the heart of the ongoing legal battles and public protests that have followed the company’s expansion.

What Happens Next

Looking ahead, Zaal is betting on diversification. Plans are already in motion to launch a line of “haunted” merchandise, ranging from VR experiences that let users explore digital recreations of infamous sites to a subscription‑based podcast that delves deeper into the myths behind each tour. The company is also exploring partnerships with streaming platforms to produce a reality‑show series that follows the day‑to‑day operations of a ghost‑tour franchise.

Meanwhile, the opposition is gaining momentum. A coalition of historic preservation groups has filed a class‑action lawsuit alleging that Undead America’s mass‑tour model violates local zoning ordinances and contributes to the degradation of heritage sites. Municipalities in at least five states are reviewing their licensing frameworks, and some are considering stricter caps on nightly tour numbers. The outcome of these legal and regulatory challenges will likely determine whether Zaal’s empire can sustain its rapid growth or be forced to adapt to a more localized, community‑focused model.

Whether you view Lance Zaal as a visionary entrepreneur or a cultural opportunist, his “Walmart of ghost tours” has undeniably reshaped the landscape of American paranormal tourism. The clash between profit‑driven scalability and the preservation of local folklore will continue to play out in courtrooms, city council chambers, and, of course, the dimly lit hallways of the country’s most haunted buildings. As the dust settles, one thing is clear: the ghosts of America have never been more marketable, and the living are far from silent about it.