The ‘Walmart of Ghost Tours’: Inside the Expansion of US Ghost Adventures

A Rapid Rise in the Paranormal Industry

Lance Zaal, the 42-year-old CEO of US Ghost Adventures (USGA), has rapidly expanded his footprint in the American paranormal tourism sector. Over the last five years, his company has established operations in over 250 cities and towns, employing more than 1,000 guides. Zaal has also acquired several high-profile haunted landmarks, including the Lizzie Borden House in Massachusetts, the Villisca Axe Murder House in Iowa, and the McInteer Villa in Kansas. Beyond guided walks, his company sells paranormal investigation equipment under the brand Ghost Daddy, with kits retailing for over $600.

Zaal’s business model has drawn comparisons to retail giant Walmart, a moniker coined by his competitors. While the industry has seen significant growth—with the “dark tourism” market projected to reach $39 billion by the end of the decade—Zaal’s aggressive expansion strategy has ignited a conflict with local tour operators who feel threatened by his tactics.

Allegations and Legal Battles

The rapid growth of USGA has resulted in a mounting pile of lawsuits. Competitors and industry insiders have accused Zaal of predatory business practices, including the alleged theft of content, the use of company names similar to established local businesses to confuse tourists, and the misclassification of workers. Some operators claim that USGA’s review systems have redirected negative feedback toward competitors, a practice that can severely damage businesses that rely heavily on Google rankings.

Zaal has consistently denied these allegations, maintaining that his actions are focused on historic preservation and sustainable business growth. In legal filings and public comments, USGA has characterized its competitors as a “gang” of bullies attempting to protect their own market monopolies. Zaal has also been proactive in his own legal defense, frequently filing copyright and defamation suits against those who criticize his business model.

A Competitive Cold War

The tension has manifested in a series of “cold wars” across the country. In Baltimore, operator Melissa Rowell has been engaged in a long-standing dispute with Zaal over the naming of his local affiliate, which she claims caused confusion for her customers. Similar disputes have occurred in Austin, Savannah, and Charlotte, where local companies have taken legal action against USGA for trademark infringement and unfair competition. Some of these cases have reached settlements, while others remain active in the court system.

Local guides have increasingly organized to push back, sharing information in private forums and, in some cases, attempting to steer customers toward local, independent operators. Despite this resistance, Zaal remains committed to his expansionist philosophy. Reflecting on his business approach in an interview, Zaal stated, “The market is God,” and emphasized that his priority is building a strong, sustainable business within the bounds of the law.

The Man Behind the Empire

Zaal’s path to the ghost industry was unconventional. A former Marine who served in Iraq, he later earned an MBA and worked in the corporate sector before being laid off in 2012. He eventually founded a GPS-guided ghost tour app, capitalizing on the rising public interest in the supernatural. Today, Zaal resides in the historic Lalaurie Mansion in New Orleans, a property known for its dark history and reputation for paranormal activity. While some local guides warn tourists about the “dark energy” of his residence, Zaal continues to view the industry through the lens of a competitive entrepreneur, focused on scaling his operations regardless of the controversy his methods invite.

Source: businessinsider.com