From Tech Consultant to Haunted House Mogul: The Business of Preserving America’s Darkest History

A Pivot from Tech to Tourism

Lance Zaal, the president of US Ghost Adventures, never initially set out to become an entrepreneur. Following a career in tech consulting, Zaal found himself exploring new professional avenues after losing his job. He began by launching food tours, a venture that proved so successful by 2014 that it eclipsed his previous consulting income. As he expanded his business, he identified a significant market demand for haunted tours, which eventually led him to transition from operating tours to acquiring physical properties with complex, often dark, histories.

The Acquisition of the Lizzie Borden House

In 2021, Zaal made a major investment in the hospitality sector by purchasing the Lizzie Borden House for $1.6 million. The property, famous for the 1892 double homicide that inspired a well-known nursery rhyme, presented immediate challenges. Beyond the historical weight of the unsolved case—which featured an all-male jury and an acquittal for Borden—Zaal found the physical state of the building in disrepair. He described the interior as having rotten doors and a toxic workplace environment, noting that the property had suffered from a lack of reinvestment.

Expanding a Portfolio of Infamy

The Borden House served as the catalyst for a broader portfolio of historically significant and reportedly haunted sites. Zaal’s company now oversees several notable locations, including the Villisca Axe Murders House in Iowa, where eight individuals were killed in an unsolved incident, and the Welty House in Gettysburg, which served as a focal point during the American Civil War. Since 2024, Zaal has taken his commitment to these properties a step further by residing in the LaLaurie Mansion in New Orleans, a location widely regarded as one of the most haunted sites in the city.

Balancing Paranormal Lore with Historical Integrity

Zaal emphasizes that his goal is to move beyond the “ghost hunter” niche to ensure these properties are financially stable and historically educational. He argues that historic sites are often treated as short-term cash cows rather than cultural assets. By broadening the appeal of these locations, he aims to attract both paranormal enthusiasts and history buffs.

At the Borden House, tours focus on the victims and the nuances of the early 20th-century criminal justice system. Similarly, at the LaLaurie Mansion, the narrative includes the brutal history of abuse under Delphine LaLaurie, while also highlighting the building’s later role as one of the first desegregated schools in the American South. Zaal believes that by telling the full, often uncomfortable, story of these locations, he can provide a more meaningful experience for the public.

The Reality of the Unexplained

While Zaal maintains a pragmatic approach to business, he admits to having encountered phenomena he cannot explain. He recounts an experience from his youth involving a rattling door handle, which he found less frightening once he researched the history of the house. Today, he views the LaLaurie Mansion—with its 1832 crown molding and carved angels—as a sacred space. Ultimately, Zaal views the lore surrounding these properties as a gateway to understanding American history. He maintains that taking an honest look at the past is essential to understanding the present, using the intrigue of the paranormal to ensure that the actual history of these sites remains at the forefront of the public consciousness.

Source: businessinsider.com