Phantom Fest is a signature Halloween celebration in Austin, Texas and Cincinnati, Ohio— a multi-day, multi-venue experience that blends film culture, iconic costume parties, local artistry, and community charm. Built on the cities' love of the fall season and weirdness, the festival brings together horror fans, pet lovers, creatives, and costumed revelers for a one-of-a-kind celebration that's part spooky spectacle, part grassroots love letter to Halloween.

The Challenges

Our goal was to make Phantom Fest a Halloween Staple. As a newer entrant in the festival landscape, Phantom Fest had to overcome low initial awareness and earn trust with audiences, venues, and sponsors. We also launched in 2021, in the wake of the Covid-19 pandemic, so we were up against a unique challenge as community members were slowly going out to events again.

Operating across theaters, outdoor spaces, and pop-ups made logistics and brand consistency difficult. Every group has different goals and ideas of what the Halloween season looks like to them.

October in Austin and Cincinnati is packed with events, from ACL Festival to Oktoberfests and other horror-themed pop-ups. Phantom Fest needed to carve out space in a crowded cultural calendar.

The Solution

• Create a bold, cohesive brand identity (logo, color palette, tone) that was instantly recognizable and adaptable across posters, merch, signage, and social.
• We created multi-tiered programming to meet different energy levels and interests:
  • Daytime family-friendly events (Howl-oween Dog Costume Contest, "It's the Great Pumpkin, Charlie Brown," pumpkin-themed parties, and spooky scavenger hunts).
  • Evening parties and cult film screenings for 18+ and 21+ audiences.
  • Interactive workshops, markets, and niche panels (e.g., practical effects makeup, DIY horror zine-making).
• We also aimed to provide flexible ticketing options (single events, all-access passes, free community events) to remove price and interest barriers.
• To combat competition, we decided to launch early in August, building buzz before Halloween fatigue set in. We Focused on hyper-local collaborations with artists, small businesses, and influencers to drive authentic community involvement, and scheduled around major competing events by placing anchor experiences (like the Howl-oween Dog Costume contest and Saturday night headline party) on weekends with lower event saturation.
• Focus on community-first messaging to foster loyalty.
• Engage local influencers and micro-creators in horror, pets, fashion, and film to spread word-of-mouth organically.

Our Plan

• Curate with intention by designing a diverse lineup of events for multiple audience segments: horror fans, families, pet owners, partygoers, and creatives. Balance cult classics, interactive events, and community-driven programming to appeal to both niche and broad Halloween lovers.
• Activate across the cities using a multi-venue model (theaters, parks, bars, community spaces), we aimed to create a sense of discovery and avoid venue fatigue. We also integrated with local neighborhoods and businesses to embed Phantom Fest into the cultural fabric of Austin and Cincinnati.
• Elevate the Halloween Experience by hosting curated horror screenings with special guests, Q&As, and interactive elements (e.g., themed drinks, trivia, costume contests), themed parties, live music and theatrical performances, and other community celebrations. We chose to collaborate with local venues like Central Machine Works, Easy Tiger, and Esquire Theater to amplify both cities' cinema and event cultures.
• Design for Shareability by building immersive photo moments and spooky set pieces at each event, including costume runways, makeup stations, and themed cocktails to encourage UGC and social engagement.
• Support Local Artists and Vendors by curating a Halloween-themed night market with 50+ vendors including horror artists, vintage curators, and food trucks. Featured live demos (like FX makeup and screen printing) to increase vendor interaction and engagement.
• Promote Early, Promote Locally by starting campaign rollouts in late summer, using nostalgia, horror fandom, and Halloween influencers to build anticipation. We focused on hyper-local marketing (e.g., murals, flyers, social collabs) to stay authentic and rooted in the community, while also partnering with social and digital media leaders.

The Outcome

• 1,000+ total attendees annually across the week-long celebration.
• 100+ dogs registered annually for the Phantom Fest Howl-oween Dog Costume Contest.
• 1M+ social media impressions, driven by high-volume UGC from parties, screenings, and pet events.
• 10 sold-out film screenings, featuring guest appearances by indie horror directors and cast members.
• 150+ local artists, vendors, and small businesses participated in a four-year span.
• Featured in Austin Chronicle, Do512, CultureMap Austin, Cincinnati Magazine, and several regional blogs and TikTok creators.