In 2013, I enjoyed a gap semester before I started school at Mount Holyoke College. During this time, I had two jobs; one at a medical office and the other at an amusement park in Buena Park, California, called Knott’s Berry Farm. I worked at the park during the Halloween season, during which time we took on the role of actors in costume, creating an atmosphere of Halloween fun and fright for park guests. As the sun darted beneath the horizon, a new park, Knott’s Scary Farm, emerged under the cover of darkness. We all changed our costumes as the park completed its transformation–me from my circa 1800s western-style outfit to an all-black ensemble with glow-in-the-dark lettering.
Knott’s created a unique map for guests visiting the evening event, Haunt. During this Halloween Season, the park at night is known as “Knott’s Scary Farm.” While the rides, food, stores, and people working are mostly the same demographic as, during the day, the new map provides key information about mazes and shows that are only available at night. It also indicates key areas of the park as “safe” places from the evil clowns, ghouls, zombies, vampires, and other creatures of the night.
Knott’s Scary Farm Map, 2011
Note the simplicity of the map, for ease of viewing at the park at night, when there is less outdoor light. Cell phone flashlights, and area lights at the park would be used to view this map. There is a simple map legend with corresponding pictures that is easy to follow. This map relies on pictures more than words, which is logical for nighttime reading.
Knott’s Berry Farm Map, 2022
This map also contains a map legend, with the addition of brighter colors and an extensive color-coded list of amenities. The daytime outdoor light makes it more realistic to read a complex map. The park is open longer during the daytime, with more attractions and amenities available.
The darker, more simplistic appearance of the Knott’s Scary Farm map, which primarily uses only tan, beige and black, creates an ambiance of nighttime fright and causes the park to appear as more of a maze or a pirate’s treasure map. Skulls are used to mark locations on this “Survival Guide.” The audience of this map is primarily teenagers and young adults who are paying to be scared. In contrast, Knott’s Berry Farm map uses bright, friendly colors. The brighter colors mimic daytime light when more colors are visible. Daytime is associated with family fun, while nighttime is associated more with teen, young adult, and adult entertainment and fun. Having different maps is effective marketing because some young adults who go to Haunt at Knott’s Scary Farm can view this as a unique experience, separate from an amusement park that caters to children and families.
References
Knott's Berry Farm Park Map. Digital image. Knotts.com. Cedar Fair Parks, n.d. Web. https://www.knotts.com/binaries/content/assets/kb-en-us/general-information/explore/knotts-berry-farm-2017-2018-park-map-dec---may-with-legend-for-website.pdf
"Knott’s “Scary” Farm 2011: Here’s A Cheer For 38 Years Of Fears!" Buck- ing Trends. WordPress.com, 30 Sept. 2011. Web. 28 Apr. 2015. https://buckingtrends.files.wordpress.com/2011/09/haunt-map.jpg