Beyond the Backdrop - Turning Static Decor Into Interactive Experiences

Static props look great in photos, but in today’s entertainment landscape, guest expectations go far beyond Instagrammable moments. This session will examine how to elevate traditional decor with lighting, sound, interactivity, projections, and smart layout strategies — transforming a simple scene into a dynamic, story-driven experience. We’ll explore why experiential design matters, how it drives engagement and repeat visits, and what elements can make even budget-friendly setups feel immersive. You'll walk away with practical ideas and scalable concepts to rethink the guest journey through your trail, haunt, or holiday attraction.

Key Takeaways:

• Understand what makes an environment “spooky” vs. “scary” and how to design with tone and audience in mind.

• Learn practical design strategies to build immersive, family-friendly Halloween experiences without relying on fear or jump scares.

• See real-world examples of successful spooky-not-scary trails, walkthroughs, and themed zones from farms, zoos, and parks.

• Learn how to enhance static scenes with lighting, soundscapes, projections, and movement to create richer guest engagement.

• Understand the impact of interactive and story-driven design in increasing guest satisfaction, dwell time, and return visits.

• Take home fresh inspiration and real-world examples to help you elevate your trail, haunt, or seasonal attraction beyond the expected.
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Allison “Ally” Mueller
CEO & President, Dogwood Entertainment

Ally Mueller is the founder and CEO of Dogwood Entertainment, a Hudson Valley–based production company that designs and builds custom props for film, television, themed attractions, and live events across the country. Known for her imaginative vision and hands-on leadership, Ally has grown Dogwood into a go-to creative partner for clients seeking immersive, large-scale seasonal décor—especially for Halloween and holiday installations. Ally is especially known for her expertise in designing spooky, not scary Halloween experiences—family-friendly environments that captivate and delight guests without causing real fright. Her approach blends theatricality, storytelling, and clever design to create engaging experiences for all ages. Whether it’s an 18-foot kraken, a Day of the Dead walkthrough, or whimsical pumpkin towers, her work is rooted in the goal of crafting joyful, memorable moments. A frequent collaborator with theme parks, farms, and entertainment venues nationwide, Ally is passionate about helping clients think beyond traditional décor to create immersive environments that tell a story and leave a lasting impression.

Kristen “Kat” Parness
VP, Sales & Client Relations, Dogwood Entertainment

Kristen (Kat) is a seasoned sales and design executive with a proven track record of driving revenue growth, building strong client partnerships, and leading high-performance teams. With experience scaling B2B sales from $200K to $2.5M within 3 years, Kat blends strategic business acumen with a creative eye, delivering solutions that are both commercially impactful and visually compelling. As the Vice President of Sales & Client Relations at Dogwood Entertainment and former VP of Sales at Décor IQ & Rent-A-Christmas, Kat’s has overseen complex, large-scale projects for high-profile clients, including Universal Studios, Great Wolf Lodge, and other leading entertainment and commercial properties. Her expertise spans the full project lifecycle — from concept development and creative direction to contract negotiation and execution — ensuring clients receive memorable, immersive experiences that drive audience engagement and ROI. Passionate about building collaborative teams and delivering exceptional client experiences, Kat thrives at the intersection of creativity and commerce — helping organizations grow while bringing bold ideas to life.