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They've been called Satanists, pyromaniacs, and metal heads, with most labels stemming from 21 years of urban legends. But one that seems to unjustly skirt the owners of the Elmwood Halloween attraction House of Shock: shrewd business managers.
Over the last two decades, owners Ross Karpelman, Jay Gracianette and Steve Joseph have transformed House of Shock from a backyard party established 21 years ago into one of the most notable haunts in the country, garnering press from Huffington Post, Maxim, Rolling Stone and the Travel Channel. Local heavy metal legend Phil Anselmo, formerly of the band Pantera, was among the original founders.
The House of Shock's popularity is attributed to its dedication to the extreme,but Joseph, who serves as operations manager, credits its longevity to a dedicated volunteer staff, austere budgeting and reinvesting profits back into the attraction.
The attraction operates from 10 to 14 days each year heading into Halloween. During the offseason, Joseph tours the country with his lighting and pyrotechnics company. Gracianette, who serves as House of Shock set and construction design manager, owns a home remodeling business. Karpelman, who is a lead actor in House of Shock and in charge of casting, runs a production company for touring musicians.
None of the owners takes...