Bars and restaurants typically see a boost in revenue from Freakfest, Ald. Mike Verveer, District 4, said. However, according to Mary Carbine, executive director for the Madison Business Improvement District, retail services and sit-down dining would likely see slower sales than fast food restaurants.
Forever Yogurt, a frozen yogurt shop on State Street, is among the businesses that expect increased sales this weekend, employee Ish Paudel said, adding the business has made changes to the menu specifically for the festival crowds, including new flavors and toppings for Halloween.
Carbine said other establishments have also embraced Freakfest by decorating their windows and selling Freakfest tickets.
However, some businesses are not excited about the Freakfest crowds, Verveer said, adding such establishments feel their clientele are discouraged when they are required to buy a ticket to walk on State Street.
This includes Four Star Video Heaven owner Lisa Brennan, who said she expects business to dip during Freakfest.
“It’s kind of a damper on business,” Brennan said. “It’s hard for customers to get in…It’s not really [beneficial].”
Outside of downtown businesses, Verveer said he also expects taxi companies to see booming business from the festival.
“[Taxi drivers on State] make so much money each year Halloween weekend, in part from the out-of-town folks, but largely from people from the whole community,” Verveer said. “They come downtown for Halloween [from] all over the city and all over the county.”
Hotels, however, which used to be a “booming” industry around Halloween, do not draw as many people from out of town and are now less profitable than they used to be, Verveer said.
Nonetheless, he said Freakfest is expected to see more than 30,000 people.
“There’s definitely no doubt that Freakfest brings more people downtown, and that’s more business downtown,” Verveer said. “Over the last couple of years it’s been well over 30,000 people that actually have purchased tickets to be in the gated area of Freakfest.”
