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

- Link: https://viralbrief.top/from-tech-consultant-to-haunted-house-mogul-the-business-of-preserving-americas-darkest-history/
- Published: 2026-10-31T16:52:06+00:00
- Author: Olamide

## 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](https://www.businessinsider.com/living-lalaurie-mansion-new-orleans-haunted-house-2026-10)

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  TL;DR (AI Generated)

Lance Zaal transitioned from a career in tech consulting to building a successful
tourism business focused on haunted and historically significant properties.

After acquiring the Lizzie Borden House in 2021, he expanded his portfolio to include
other infamous sites like the Villisca Axe Murders House and the LaLaurie Mansion.

Rather than relying solely on paranormal tropes, Zaal strives to maintain historical
integrity and financial stability by educating the public on the complex and often
dark past of each location.

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